The many technological shifts in recent years are changing how designers approach new projects. Rather than designing “for” a client or someone with a disability, they are moving to an approach with more consumer involvement and creating alongside other stakeholders.
What Does Designing ‘With’ Look Like?
Designing “with” a wide variety of personalities, ages and outlooks involves pulling co-workers from the team, the client and user panels to get a complete picture of how the final design will be utilized. The designer might form a focus group and ask them to test an iteration through various phases or collect feedback on what they like and dislike. On a smaller scale, the developers will run split tests to see whether the target audience responds best to A or B.
Despite DEI initiatives, many workplaces still lack diverse teams, so designing “for” fails to take in all perspectives. However, millennials are a diverse group already, with 27% having some type of immigrant background. They are looking at the big picture that includes people from all ages, backgrounds and walks of life, and seek those with different ways of thinking or abilities.
Making the Shift from User-Centered to User-Inclusive Design
Think of inclusive design as user-centered design on steroids. The change is quite subtle but represents a significant shift from a flat approach to a 360-degree understanding.
1. Add Research and Feedback
Traditional user-oriented design looks at known facts about the audience. You might take data from previous orders, generalities about a gender or generation and a few other facts into account, but designing “with” means digging deeper. You might send out surveys, ask for feedback on what has and has not worked for the person in the past and listen carefully to the responses.
In her podcast “Designing for Humanity,” designer Rie Nørregaard says that designing “with” instead of “for” means connecting with different people in different contexts — the most important step in equitable design. These interactions can look like interviews, observations, user research and conversations that allow designers to connect with the user and look at the world through someone else’s eyes.
Start with research, conversations with the user and more information gathering. The more you know, the easier it will be to put yourself in the other person’s shoes.
2. Look Outside Your Worldview
Everyone has a unique worldview made up of background, age, gender, race and many other factors. It is easy to assume you know what others are thinking, but unless you have walked in their shoes, you cannot.
Whether you want to design for varied abilities or cultures, you will need to consider your core audience and how each aspect of the web design impacts them. For example, someone with color blindness may need more contrast than you would otherwise use. You would need to vary tones to enhance their experience.
The better you understand others, the more intuitive your designs will be. However, using an approach where you design “with” others means getting feedback throughout the process.
3. Host Workshops
During various points in your project, you should gather various minds and have some brainstorming sessions. Your workshops should consist of a diverse mix of employees, your client and at least a few regular customers. If you want to target any particular groups, make sure they are represented.
Consider more obscure issues, too. For example, will a person with large hands on a smaller handheld device be able to tap buttons easily? The more the group brainstorms, the more problems you will solve for the end user.
The most successful businesses tap into the power of cognitive empathy. You can develop an understanding of something you have not experienced if you strive to understand the other person. Since only 1% or 2% of the world are true empaths, it stands to reason this is a skill one must develop.
4. Gather Feedback from the Client
Throughout the process, you should collect input from your client. You want to design alongside them, giving them creative license as they see new aspects of the project. This ensures the finished product matches their vision and personality.
Traditionally, the designer would talk to the client, come up with a concept, get a bit of feedback and go from there. Advances in the way people can access data via the cloud allows designers to share the project as it is created, giving clients the ability to leave notes or make direct changes themselves.
One example might have to do with the voice of the brand. The designer adds a bit of content, but the headlines use words the company tries to avoid. In this scenario, the client can go into the prototype and adjust the language to suit their needs better.
5. Pull in Testers
Later, you may want to pull in testers who represent your core audience. Make sure the site functions the way you intended. Even if you planned for one usage, you may find people want something different when they arrive on the page. During the testing phase, use multivariate testing, polls and surveys to gather a complete picture of how well the finished design works.
Should You Design “With” Instead of “For?”
Working “with” instead of “for” can present many advantages, but you have to know when to ignore the feedback and pay attention to the figures in front of you. Design is a balancing act that creates the best possible outcome for all involved.
Eleanor Hecks is Editor-in-Chief of Designerly Magazine. She specializes in writing on web design and development topics for sites such as Smashing Magazine, freeCodeCamp, and more.
