Despite traditionally being understood as aesthetics, form, or the final part of a project, the need to integrate strategic processes in building services, brands, or experiences tailored to consumers places design as one of the axes and drivers for innovation and integration. Incorporating design methodologies and tools into different project phases, regardless of their typology, connects the outcome with human needs and provides effective solutions that optimize the user experience.

In this regard, as one of the major drivers of today's society, technology plays a fundamental role. Design adds value to technology by connecting it with human needs. A tool that, while sometimes exacerbating the problem, when applied with common sense, becomes a certainty and success. The convergence between the human and the technological should always prioritize people: designing for them and thinking about them will enhance their satisfaction and, consequently, improve their lives.

Design and tech based on facts lead to improving the adaptability and inclusive capacity of brands. Understanding the barriers we face in the early stages of developing any product or brand experience, whether digital or not, contributes to solving problems on time and iterating on the final result. Here, the integration of users with disabilities is crucial for achieving adapted products and experiences.

Incorporating inclusive design guidelines is essential, integrating it from its broadest perspective; from messaging to application, everything is adaptable. Considering aesthetics, usability, simplicity not only elevates products and services towards accessibility but also brings them closer to the context of different human realities, achieving the ultimate design goal: reaching the greatest number of people.

EVALUATION TECHNIQUES IN DESIGN PROCESSES

In practice, there are many tools and methodologies for inclusive design applicable to different phases and work processes. As a strategic design consultancy, at Zorraquino, we research and study user behavior through usability heuristic analysis and evaluations. We also independently inspect products based on design principles, identify their shortcomings, and weigh the problems to provide solutions that improve the user experience.

Likewise, we represent the user and, consequently, the customer experience through customer journey maps, timelines where we trace the interaction cycle of the audience with the product or service, including their needs.

Regarding the analytical part, we resort to checks and tests (A/B tests) to compare the effectiveness of each version and conduct interviews and usability tests that allow us to deeply understand the clientele to optimize everything we are developing. In this way, considering the results and being aware of the holistic perspective, we are in a position to make the best design decisions.

From here, the goal can only be to ensure that the entire audience has comparable usage and access experiences. Designing from diversity and inclusion adds value to each person, respecting their condition and context, and achieves equitable results for the entire population.

PROVIDING THE APPROPRIATE EXPERIENCE IN EACH CASE

As another fundamental pillar for continuous optimization, we study and identify the main social trends, which lead us to understand the concerns and behaviors of users. Only through understanding and reflection can we address their more specific needs.

In terms of accessibility, hyper-personalization is one of the top priorities in the behavioral design trend for adapting products and solutions. It's no longer sufficient to consider the needs of the audience; it is essential to elevate the user experience to establish a greater connection.

Although traditionally related to device and website adaptation, personalization now focuses on data collection and machine learning, capable of offering tailored and adaptable designs. From elements, appearance, order, frequency… users can customize to adjust the experience at any moment. A key approach to adding more value to both design and brand perception.

DESIGNING WITH PURPOSE

Undoubtedly, the greatest asset of any brand is its audience. Under this premise, incorporating inclusive design in the construction of adapted and accessible experiences, services, or brands is a commitment to users, autonomy, equal opportunities, and non-discrimination. Designing with purpose is, ultimately, betting on the future.