Practising Inclusive Design in Consultancy: A Case Study
summary
Case study of consultancy work shows how inclusive design is squeezed into paid briefs: three projects reframed for specific gaps (a Gen Z beauty sub‑brand for lower socioeconomic markets, a vaccine rollout that trains busy HCPs to explain to low‑literacy caregivers, and a pub chain aiming to welcome women, ethnic minorities and LGBTQ+). Team practices include a ChatGPT bot that ingests past D&I research, expert architects, intentional recruitment, a 3‑hour group workshop plus 30‑minute follow‑ups; wheelchair users could not be included without separate accessible sessions.
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chapters (23)
- 0:00Introduction
- 1:22Speaker and motivation
- 6:19IDEO’s consultancy context
- 7:47Beauty brand Gen Z case
- 9:10Pharma vaccine communication
- 11:08UK pub chain hospitality
- 12:56Four steps to inclusive design
- 14:46Align inclusion with clients
- 16:58Review process for inclusion
- 19:31Team reflection on biases
- 21:19Leverage past research
- 22:26Recruit diverse voices
- 24:12Design inclusive research
- 26:00Wheelchair user challenges
- 26:45Comfortable group dynamics
- 28:36Sensitive topics balance
- 30:49Deliver inclusive solutions
- 34:25Impact of inclusive design
- 36:50Key takeaways
- 38:57Q&A
- 41:28Q&A transferable methods
- 43:56Q&A pushing inclusive practices
- 46:49Q&A research prep disabilities
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