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Katie Wyburd
Strategy & Growth Director
Charlotte Fereday
Business Design Director
Inclusive design

NEW: Cards for Humanity: How to Design More Customers into Your Business

Access to digital products and services is a growing need, and this year it’s proved to be critical. But most of us are still only designing for an imaginary ‘average’ user. Inclusive design seeks to involve underrepresented voices in the design process with the aim of designing better solutions for everyone.


In this session, you’ll confront your own biases and experiment with some of our inclusive design tools to welcome more perspectives into your design process.

You’ll go home with a new mindset about the value of designing inclusively, and some tools to embed inclusive design into your day to day work.

You’ll understand how inclusive design will make your products and services better for everyone. You’ll be able to convince your stakeholders and business leaders that inclusive design isn’t simply an added expense or an accessibility checklist, it’s better for business and better for society.

Who it's for

This workshop is for anyone involved in designing, building and managing digital products and services who cares about great design that works for everyone. You strive for positive customer outcomes and sustainable success for the products and services you design.

You’ve  probably heard about inclusive design but don’t yet know how to put it into practice or how to get the rest of your organisation on board.

Key takeaways

What we'll cover:

  • A brief intro into inclusive design and why we think it’s important. 

  • A hands on Cards for Humanity exercise to demonstrate how to use the tool to build empathy for your users

  • How to create a business case for inclusive design 

  • How to embed inclusive design in your organisation

You'll walk away with:

  • Confidence in using Cards for Humanity to help you to design more inclusively. 

  • A process for working out and articulating the business case for inclusive design 

  • A collection of ideas about how you might introduce more inclusive design methods in your workflows

About the instructors

Katie Wyburd
Strategy & Growth Director at Idean

Katie thrives on delivering strategy and transformation projects for complex organisations. She has launch whiskey brands into South America, luxury hotel loyalty programmers in China and new financial products into Europe, working with clients such as Diageo, InterContinental Hotel Group, Barclays, SAntander and Centrica . At Idean, Katie’s focus is on helping clients work out where they should focus to best meet the needs of their –– with a special interest in helping large customer organisations, and financial services providers in particular, to better serve their more vulnerable customers.

Charlotte Fereday
Business Design Director at Idean

Charlotte’s career started in children's TV before moving into data driven marketing and then digital product strategy. She has worked with brands including Barclays, Pearson, O2, The Design Museum, Santander and Public Health England. As a business design director at Idean, Charlotte's focus is on designing inclusive products, services and businesses that will thrive in the real world. She's also passionate about improving team performance, both internally and within client organisations.

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