Teaching Inclusive Design

Starter Kit and Mini Case Studies for classroom use

(July 2021)

Created by:
Dr. Vanessa Patrick
Associate Dean for Research & Bauer Professor of Marketing
Bauer College of Business, University of Houston

© Vanessa Patrick, PhD. 2021

 Suggestions on how to use this resource
• Use as much or as little of the following that works for your classroom.
• Introduce the three principles of inclusive design to your class (slide 4)
• Each principle is described (slide 5-7)
• OXO is a great example to illustrate each principle (slide 8)
• Ask students to think about the question: Who is being unintentionally
excluded? Introduce the ADDRESSING framework (Patrick & Hollenbeck 2021;
slide 9)
• Introduce the DARE framework (Patrick & Hollenbeck 2021, slide 10)
• Levels of Inclusive Design (Patrick & Hollenbeck 2021, slide 11)
• The case for Inclusive design? Links to industry reports (slides 12-13)
• Ideas for discussion questions/in-class exercises (slides 14-15)

© Vanessa Patrick, PhD. 2021

 Suggestions on how to use this resource (cont.)
• List of Illustrative mini case studies (as of July 2021)*
1. Nike Go FlyEase (hands-free sneaker)
2. Herbal Essences shampoo (tactile labelling)
3. IKEA ThisAbles (adaptive furniture design)
4. Fenty (recognizing diversity)
5. Masterclass True Name (recognizing diversity)
6. Hampton Inn (inclusive servicescapes)
7. Zappos (adaptive sizing)
8. X-box Adaptive Consoles (inclusive gaming)

*Information for the mini-cases come from news articles and press releases. Links to resources are in the slide notes and ads publicly available are embedded in
the slides. Please verify this information for yourself and update as necessary. This is meant only as a starter kit for teaching inclusive design.
© Vanessa Patrick, PhD. 2021
 Inclusive Design

1. Design keeping the extreme user in mind

2. Seek to create the best possible match between the user and the product
Inclusive Design defined:
A design approach in which products,
3. Benefits a more diverse consumer base services and experiences are designed
keeping the extreme user in mind to facilitate
the greatest possible match between a
product offering and a user which results in a
product offering that delivers value to, and
benefits for, a more diverse customer base.

© Vanessa Patrick, PhD. 2021

DESIGNING WITH THE EXTREME USER IN MIND

“Designing for inclusion begins with recognizing exclusion.”

- Kat Holmes, author of Mismatch

 FOCUS ON FACILITATING A MATCH

Seeks to create a match between the user and

the product, in the environment in which the
product is used and for the purpose for which
the product is designed.

© Vanessa Patrick, PhD. 2021

BENEFITS A MORE DIVERSE CONSUMER BASE

“Everyone will experience disability at

some point in their lifetime; whether
temporary or permanent. It’s important to
design with and for people with disabilities
because everyone will benefit.”

- K.R. Liu, Head of Brand Accessibility at Google

User Persona Spectrum — from the Book Mismatch by Kat Holmes

https://cardsforhumanity.idean.com/
 Ask: Who are we unintentionally excluding?
Addressing Framework

Age / generational
Developmental disabilities / Disabilities
acquired

Religion & spirituality

Ethnic and racial identity
Socioeconomic status
Sexual orientation
Indigenous heritage
National origin
Gender

© Vanessa Patrick, PhD. 2021

Consumer Response to Inclusive Design
Respons
Design Appraisal Experience
e
Perceived match or Frustration
Appraisal: depending
How does
mismatch between on the degree of
Guilt
this product Mismatch with high
the user and match-mismatch
work for me? relevance + high
design object. Sadness
incongruence =
Level I: Negative Emotions Shame
Is this
Subtle “It’s about time”
product Anger
environmental important to
cues signal maintaining
exclusion my personal Happiness
Level 2:
goals? “It’s the right
Pride
User thing to do, it Match with high
feels fair and
Subtle Do I have just.”
relevance + high Awe
environmental alternatives? congruence =
cues signal Positive Emotions
Elevation
inclusion Level 3:
“This is the way
Are my the world Joy
differences should be”
apparent?

Source: Patrick & Hollenbeck (2021)

 Level 1: Level 2: Level 3:
Providing Access Engaged Participation Empowered Success
Levels
of
Inclusive h
Design Diminishing degree of mismatch between user-design object

Neoliberal Social Justice Human Potential

Ideology Ideology Ideology

Source: Patrick & Hollenbeck (2021)

 The Case for Inclusive Design

● Moral and ethical imperative

● Makes business sense

● It is a legal requirement

● Creative opportunity for better design

© Vanessa Patrick, PhD. 2021

 Ideas for Discussion questions & In-class
exercises
1. Discussion: Debate the Business Case for Inclusion
2. Discussion: Barriers to Inclusive Design and Potential solutions*
Before showing a subset of mini-cases, ask students to form small 3-person buzz groups to discuss why
companies are not implementing inclusive design and the problems they see with implementing inclusive
design. Share with class.
Discuss a few mini-cases.
Go back into their buzz groups to think about potential solutions to the problem elicited after the first
buzz-group. Share with class.
3. Nike Flyease case: The bigger picture**
Nike publicized the inclusive design (see case) but the product was released it in a limited way.
Consequently, resellers sold the shoe at exorbitant prices, resulting in making the shoe again less
accessible to users. Here and here are a couple of great articles on that. Makes for ample discussion in
thinking through the DARE framework in an iterative fashion since the consumer journey has many
touchpoints, and inclusive design doesn't end at making the product, it also includes roll-out.
© Vanessa Patrick, PhD. 2021
*Hat-tip to Luca Cian for this idea; **Hat-tip to Helen van der Sluis for this idea
 Ideas for Discussion questions & In-class
exercises
3. Experiential design exercise
1. Divide students into groups and give them a design/redesign task (e.g., a hybrid car/a game like Twister/a
coffee cup/playground/classroom/hotel room)
2. Give each group a different consumer to think about using either
(1) The identity dimensions of the ADDRESSING framework, OR,
(2) Dealing them a set of cards from the cards for humanity website https://cardsforhumanity.idean.com/
3. Come up with design ideas to meet the needs of the assigned consumer group
4. Experiential consumer behavior exercise*
Introduce the DARE model and have students go through the DARE process and/or the the levels of
inclusive design by imagining themselves in someone's shoes, or even based on their own actual
experience.
5. TED talk to highlight the importance of inclusive design*
When we design for disability: https://www.ted.com/talks/elise_roy_when_we_design_for_disability_
we_all_benefit?language=en

© Vanessa Patrick, PhD. 2021 **Hat-tip to Helen van der Sluis for these ideas
Mini Case Studies
Created by
Vanessa Patrick
 Case study 1

Nike Go FlyEase

https://www.nike.com/flyease/go-flyease
© Vanessa Patrick, PhD. 2021
 NIKE Go FlyEase

● Go FlyEase was developed because of a letter 16-year-old Matthew Walzer sent to Nike
in 2012
● Matthew Walzer was born two months premature, with under-developed lungs that led
to Cerebral Palsy. While he overcame many physical obstacles, tying his own shoelaces
remained a challenge.
○ He wrote to NIKE, “At 16 years old, I am able to completely dress myself, but my
parents still have to tie my shoes. As a teenager who is striving to become totally
self-sufficient, I find this extremely frustrating and, at times, embarrassing."
“My dream is to go to the college of my choice without having to worry about
someone coming to tie my shoes every day.
© Vanessa Patrick, PhD. 2021
 NIKE Go FlyEase
As a solution:
● NIKE created a hands-free shoe that can be put on and be removed effortlessly without
a need to tie any shoelaces.
a “bi-stable hinge”
forefoot and the heel
● Watch Them in Action sections of the shoe
are connected by a
hinge at the midsole
that connects the shoe
when it’s open and closed.

a “tensioner,” acts as a
giant rubber band and keeps
tension in the shoe in both its
open and closed state.

© Vanessa Patrick, PhD. 2021

 Case study 2

Herbal Essences

© Vanessa Patrick, PhD. 2021

 Herbal Essences

● Globally, 253 million people live with visual impairment.

○ Yet, only 4% of businesses around the world are creating inclusive designs.
○ More than half of the web is inaccessible to those with visual impairment.
● It is hard to accomplish daily tasks.
○ Such as distinguishing a bottle of shampoo and conditioner while taking a shower.

© Vanessa Patrick, PhD. 2021

 Herbal Essences

● Herbal Essences created tactile indications on their shampoo and conditioner bottles.
○ People with vision impairment can feel the indications with their fingers and be able
to identify the bottle they need.
● Watch the Herbal Essences video HERE

“It was important that we invent a feature, universally recognized tactile feature,
which would work for people who haven’t had the opportunity to learn braille.”
- Sumaira Latif, P&G Special Consultant for Inclusive Design -

© Vanessa Patrick, PhD. 2021

 Herbal Essences

https://www.businesswire.com/news/home/ https://www.businesswire.com/news/home/
20191009005512/en/Herbal-Essences-Continuing- 20191009005512/en/Herbal-Essences-Continuing-
Commitment-to-Inclusive-Design-and-Accessibility-for-All Commitment-to-Inclusive-Design-and-Accessibility-for-All
© Vanessa Patrick, PhD. 2021
 Case study 3

IKEA ThisAbles

https://thisables.com/en/about/
© Vanessa Patrick, PhD. 2021
 IKEA ThisAbles

● Currently, there are over 1 billion people with some form of disability.
○ Roughly 15% of the world’s population.
● Many people with disability struggle to use furnitures that are not customized for them.
○ People with wheelchairs have a hard time seeing what is on the top shelf.
○ People with cerebral palsy cannot stand up from a low chair/couch.

○ Watch the ads:

https://www.youtube.com/watch?v=YCQ1pSWYvbM
https://www.youtube.com/watch?v=a0PA_VpLlDw

© Vanessa Patrick, PhD. 2021

 IKEA ThisAbles

As a solution:
● IKEA ThisAbles designed 3D printable add-ons for their furnitures.
○ All designs are available online for FREE!
● IKEA now has 13 add-on designs that help people with disability.
○ Such as insider, popup handle, couch lift, mega switch, and more.
● Watch the detailed videos from IKEA explaining how each of their add-ons work:
○ Insider
○ Popup Handle
○ Couch Lift
○ Mega Switch
© Vanessa Patrick, PhD. 2021
 IKEA ThisAbles

https://www.theverge.com/2019/3/12/18261893/ikea-thisables-3d-printed-add-ons-
© Vanessa Patrick, PhD. 2021
people-with-disabilities
 Case study 4

Fenty

https://thisables.com/en/about/
© Vanessa Patrick, PhD. 2021
 FENTY Beauty
– Makeup For All –

● Before Fenty, most

American makeup
brands focused on a
limited palette of
skin tones.

© Vanessa Patrick, PhD. 2021

 FENTY Beauty
– Makeup For All –

As a solution:
● Fenty offered 40 beautiful shades of foundation when launched.
● Now they expanded the number of shades to 50!

“The best way to break through with inclusive marketing is to share authentic
stories that are rooted in culture and are emotionally meaningful to the consumers
you serve”
- Sandy Saputo, Marketing Director of Kendo Brands with includes Fenty Beauty -

© Vanessa Patrick, PhD. 2021

 FENTY Beauty
– Makeup For All –
50 different shades offered from Fenty Beauty
Watch Fenty Beauty Ads

https://www.thinkwithgoogle.com/future-of-marketing/management-
and-culture/diversity-and-inclusion/-fenty-beauty-inclusive-advertising/
© Vanessa Patrick, PhD. 2021
 Case study 5

Mastercard True Name

© Vanessa Patrick, PhD. 2021

 Mastercard True Name Card

● Nearly one-third of trans and non-binary individuals have experienced harrasment or

denied service due to their identity not matching their ID cards.
● Many transgender individuals make a name change.
○ Older name after the name change is referred to as “Deadnaming”.
○ Individuals who went under their name change process are forced to keep their
deadnames on their ID cards.

© Vanessa Patrick, PhD. 2021

 Mastercard True Name Card

As a solution:
● True Name Card program allows people in the LGBTQ+ community to put names that
they truly identify themselves with.
● The name change for True Name Card program does not require legal name change.
○ Much easier and cheaper process compared to legal name change which is required
for driver's license, passport, Social Security cards, etc.
● Watch the True Name Card Ads HERE.

“It is a call on the industry to apply these standards to everyone to ensure that people’s
financial products reflect who they are”
- Chaiti Sen, MasterCard Vice President -
© Vanessa Patrick, PhD. 2021
 Mastercard True Name Card

“Mastercard True Name Card”

https://www.cardrates.com/news/mastercard-true-name-
offers-cards-for-trans-and-nonbinary-users/
© Vanessa Patrick, PhD. 2021
 Case study 6

Hampton Inn Buffalo

© Vanessa Patrick, PhD. 2021

 Hampton Inn Buffalo - Amherst
– The First Inclusive Hotel in the U.S. –
● Many hotels in the U.S. are not built with any inclusive designs.
○ Thermostats located at high places.
○ Extremely narrow entrances and doors.
○ Rooms with no movable spaces for people with wheelchairs

© Vanessa Patrick, PhD. 2021

 Hampton Inn Buffalo - Amherst
– The First Inclusive Hotel in the U.S. –

As a solution:
● Placed thermostats at lower points of the walls.
● Built roll-in showers in the bathrooms.
● Widened entrances and doors.
● Created knee clearance under the sink.

“Accessibility is not good enough and as designers we need to go beyond that”

- Danise Levine, Architect and Assistant Director of the University at Buffalo’s Center for Inclusive Design and
Environment Access -

© Vanessa Patrick, PhD. 2021

 Hampton Inn Buffalo - Amherst
– The First Inclusive Hotel in the U.S. –
A bathroom with a sink with knee clearance for people with wheelchairs

https://buffalonews.com/news/local/rare-hotel-featuring-inclusive-design-
opens-in-amherst/article_2e965f6a-d10e-11ea-8046-ef051837ef57.html
© Vanessa Patrick, PhD. 2021
 Case study 7

Zappos Adaptive Sizing

https://www.goodmorningamerica.com/style/story/zappos-adaptive-sell-
single-shoes-mixed-sizes-people-71817828
© Vanessa Patrick, PhD. 2021
 Zappos

● Many people with disability around the world require a pair of shoes with different
sizes.
○ This need arises due to their prosthetics or different sized feet.
● Only few brands offer options that allow their customers to purchase shoes with
different sizes or just one shoe.

© Vanessa Patrick, PhD. 2021

 Zappos

As a solution:
● Customers can purchase a single shoe with a half the price of the pair.
● Zappos offer many brands for this service such as:
○ NIKE
○ Stride Rite
○ New Balance

“It’s important to us that each and every person has access to clothing, footwear,
and accessories that are functional, fashionable, and meet many types of needs.”
- Zappos -
 Zappos
Zappos’ website allows customers to pick the different sizes they need for their right and left feet

https://www.zappos.com/p/vans-single-shoe-sk8-hi-core-classics-black-white/product/9492173/color/151
© Vanessa Patrick, PhD. 2021
 Case study 8

XBox Adaptive
Controller

https://www.fastcompany.com/90400552/microsofts-trickiest-product-might-
© Vanessa Patrick, PhD. 2021 be-its-most-important
 X-box adaptive controller

https://www.youtube.com/watch?v=9fcK19CAjWM

© Vanessa Patrick, PhD. 2021