Rosenverse

From Standards to Innovation: Why Inclusive Design Wins

Gold
Wednesday, November 19, 2025 • Advancing Service Design 2025
Share the love for this talk
From Standards to Innovation: Why Inclusive Design Wins
Speakers: Samuel Proulx
Link:

Summary

What if your next big innovation is waiting at the edges of your service? Many of the world’s most transformative ideas- From the modern internet, to the billion dollar audiobook market emerged when designers looked beyond the “average” to solve real challenges for people often left out of traditional design thinking. By addressing these edge cases, they created solutions that were more flexible, adaptive and usable for everyone. In this session, you’ll learn: - Why inclusivity unlocks innovation in products and services - The hidden ROI of inclusive design - How to avoid the costly risks of designing only for the averages - How to champion inclusive practices that make your services more resilient and future ready.

Key Insights

  • One in four people in the US have a disability, representing a large and often overlooked market segment.

  • Disability exists on a spectrum including temporary and situational disabilities, not as a binary condition.

  • Designing for the 'average' user results in products that fit no one well, as shown by the US Air Force cockpit example.

  • Inclusive design that starts from the edges unlocks innovation benefiting all users.

  • Many innovations, such as the typewriter and audiobooks, were originally developed to meet accessibility needs.

  • Inclusive tools and processes reduce the need for costly accommodations and extra employee support.

  • Service designers are uniquely positioned to lead accessibility initiatives because of their role in creating workflows and managing change.

  • Training AI on existing data risks perpetuating past biases and limits innovation unless inclusive design data is used.

  • Legal compliance is easier and more effective when accessibility is integrated throughout design, not treated as an afterthought.

  • Effective inclusive design requires aligning cross-functional teams via accessible tooling and shared communication practices.

Notable Quotes

"If we design for the edges, we get the middle for free."

"Designing for the average means designing for nobody."

"Disability is less about a person and more about a person’s interaction with the environment and processes."

"An inaccessible tool costs more than just the person with accessibility needs; it costs their friends and family too."

"You cannot design for the middle; instead, you must create experiences that are customizable and adaptable."

"If we make creating inclusive experiences our goal, legal compliance will naturally follow."

"Many new ways of doing things today were originally invented to enable people with disabilities."

"Service designers are best placed to make inclusive design the default, not the exception."

"When we train AI on what we have done in the past, we will just do the same more efficiently, not better."

"If accessibility is buried three levels deep in a checklist, it’s going to get missed."

Ask the Rosenbot
Lais de Almeida
Designing Data Services
2024 • Advancing Service Design 2024
Gold
Jonathan Fairman
Integrating generative AI into enterprise products: A case study from dscout
2024 • Designing with AI 2024
Gold
Tutti Taygerly
Videconference: How to Work with Difficult People with Tutti Taygerly
2020 • Enterprise Community
Kaaren Hanson
Stop Talking, Start Doing
2017 • Enterprise Experience 2017
Gold
Alla Weinberg
People Are Sick of Change: Psychological Safety is the Cure
2023 • DesignOps Community
Louis Rosenfeld
Discussion: What Operations can teach DesignOps
2017 • DesignOps Summit 2017
Gold
Sheryl Cababa
Expanding your Design Lens with Systems Thinking
2023 • Advancing Research 2023
Gold
Sarah Alvarado
How to make UX research leadership more effective [Advancing Research Community Workshop Series]
2023 • Advancing Research Community
Nick Cochran
Growing in Enterprise Design through Making Connections
2019 • Enterprise Community
Peter Van Dijck
Building impactful AI products for design and product leaders, Part 1: The new product journey
2025 • Rosenfeld Community
Kristin Skinner
Theme 2: Introduction and Provocation
2024 • DesignOps Summit 2020
Gold
Briana Thomas
When Design Ops Comes in H.O.T. : A Tale of a Transformed Design Org
2021 • DesignOps Summit 2021
Gold
Sam Proulx
Prototype Reviews, People With Disabilities, and You
2021 • Civic Design 2021
Gold
Dana Bishop
2022: The Year UX Demonstrates its Business Impact
2022 • Advancing Research 2022
Gold
Megan Blocker
Theme 2 Intro
2025 • Advancing Research 2025
Gold
Aditi Ruiz
Pulse Check: Empathy Mapping Your Product Manager, Pt. 2
2022 • Design in Product 2022
Gold

More Videos

Anna Avrekh

"One of the amazing things about becoming very successful leaders is eventually becoming obsolete."

Anna Avrekh Dr. John Pagonis Klara Pelcl Sina Schreiber

Expert Panel: Leading in and with Research

March 10, 2022

Megan Campos

"The viruses don't discriminate based on race, but our healthcare system does."

Megan Campos

What Did I Miss? The Hidden Costs of Deprioritizing Diversity in User Research

March 12, 2021

Kat Vellos

"Trying to be perfect is exhausting. We don’t have to live this way."

Kat Vellos

Opener: The Other L Word

January 8, 2024

Adrian Howard

"We can’t innovate until we’re aligned over what works and what doesn’t."

Adrian Howard

Sturgeon’s Biases

September 25, 2024

Nicole Aleong

"Destiny is the belief that a certain future outcome is predetermined regardless of the path."

Nicole Aleong

Future Orientations to Everyday Life: Futures Anthropology as a Methodology

March 26, 2024

Tamara Hale

"My heart sank. What the F? Clearly this guy didn’t understand."

Tamara Hale

War Stories LIVE! Tamara Hale

March 30, 2020

Rachael Dietkus, LCSW

"Slowing down is not inefficiency; it is a commitment to dignity and trust."

Rachael Dietkus, LCSW

The power to heal and harm

March 13, 2025

Steve Portigal

"The in-house researcher has some elements of the client and stakeholder roles."

Steve Portigal

Looking Back…to Look Ahead

March 26, 2024

Megan Nipe

"Between February and March 2020, promoting the PTSD Coaching app led to a 65% increase in downloads."

Megan Nipe Lyndsay Booth

Human-Centered Design for Engagement: Maturing from Newsletterville to Personalized, One-to-One Messaging

December 8, 2021