Product design

Design That Benefits Everyone: Top 5 Inclusive Design Examples


mins to read

Have you ever thought how many people left your website or app just because they couldn’t use it? Probably, they were unable to read the small-sized text, got puzzled with a complex site structure, or didn’t notice a low-contrast CTA button. The fact is something frustrated your potential customers so that they decided to go elsewhere, taking your future revenue with them.

The World Health Organization states that about 15% of the world’s population lives with some form of disability. Designing for accessibility and inclusion, you give more people chances to interact with your product and get a positive experience.

In this article, I want to not only show you the design examples so that you can make something similar. My purpose is to give you a holistic idea of the inclusive design concept and why it can create win-win business-customer relationships.

Inclusive design vs. accessibility

The inclusive design aims to satisfy the needs of the broad audience. It considers human diversity and focuses on creating multiple ways for each and every person to have a feeling of belonging. The inclusive design goes further than accessibility that cares of people with permanent or temporary disabilities.

Microsoft, supporting the global inclusivity trend, states on a corporate website: “Inclusive Design is a methodology, born out of digital environments, that enables and draws on the full range of human diversity. Most importantly, this means including and learning from people with a range of perspectives.”

I believe you've also heard about universal design. So are the universal and inclusive design the same?

Comparing universal design vs. inclusive design, there will be a distinct difference in their key purpose. Whereas the universal design aims to create one way as many people as possible can use, the inclusive design develops various solutions suitable for those being usually excluded. An example of the inclusive design would be accessibility widgets on websites or custom responses on gender-related questions in typical data collection forms.

Why is inclusive design important?

If we omit the global value of inclusivity and consider it from a business perspective, the answer is pretty straightforward. The more people you reach, the more you increase your market share and pool of potential customers.

The inclusive design serves as a strong base for beneficial business-customer relationships and adds one more point to your company’s social responsibility score. Also, being down to earth, making your website accessible can merely protect you against lawsuits. If many people can’t access your product, they can blame you for discrimination—this problem you likely want to avoid.

While the inclusive design is a mindset, accessibility remains its core objective. It’s never too late to make your website and products more accessible to ensure better business results.

What does it mean for a website to be “accessible”?

As I mentioned above, accessibility is one of the main goals of inclusive design. Every page on your website should be easy to understand, use, and navigate for all users, including those with permanent or temporary disabilities, either physical or mental. Disabilities that complicate or make it impossible using the web include visual, auditory, cognitive, neurological, and speech impairments. 

However, improved accessibility also benefits people with age-related disabilities who have poor sight and weak memory or those with situational limitations like a broken leg, lost glasses, too bright sunlight, etc.

Web accessibility is regulated by guidelines that cover recommendations for making digital products more usable for people with special needs.

ADA compliance and WCAG guidelines

ADA stands for Americans with Disabilities Act and communicates a prohibition of discrimination on a disability basis. The ADA principles underlie Web Content Accessibility Guidelines (WCAG).

The Web Content Accessibility Guidelines require a website to be:

Perceivable: if a person can’t see, they can read written content by a screen reader. Audio content has captions for those who can’t hear

Operable: if a user is unable to use a mouse or touchpad, they can navigate by keyboard or voice commands

Understandable: if people click on a navigation menu or a form, it behaves in an expected way

Robust: the website or product is compatible with current assistive technology and has the capacity to extend to its future versions

And now we’re getting closer to the design itself.

Inclusive design principles and how brands adhere them

If to translate accessibility guidelines into the design language, they would be saying the following:

  • Use distinct colors and good contrast
  • Write in simple language and use bullet points
  • Create the logical, easy-to-follow layout
  • Break content with images and videos
  • Design large buttons and make them distinctive
  • Use readable font size and ensure text magnification
  • Describe links comprehensibly
  • Enable keyboard navigation
  • Provide subtitles for video and transcripts for audio
  • Add descriptive alt tags to images

This list doesn’t pretend to be extensive, including all the requirements of inclusive graphic design. I outlined those that would be great to focus on when working on your website accessibility improvement.

Let’s see how big and not that big brands build the inclusive UX design and learn what we can implement on our end.

Intercom Messenger

intercom messenger page design

Intercom Messenger is accessible and fully complies with WCAG 2.0 guidelines.

The features that make the Messenger accessible are:

  • Screen reader support
  • Keyboard navigation
  • Color contrast

Also, Intercom Messenger provides a possibility to include descriptions of images and captions of videos you share.

The company’s website has a clear and easy-to-follow structure. Text blocks alternate with images and make it easy to percept the information.


zendesk help page design

Though Zendesk is not fully WCAG compliant yet, they follow WCAG 2.0 guidelines to provide their customers the best possible experience.

Zendesk products include these accessibility features:

  • Clear navigation, page titles, and headings
  • Keyboard shortcuts
  • Image tagging and text alternatives
  • Comprehensive links
  • Color recognition

Here you can find the full features list for your reference.


salesforce main page design

Salesforce products meet WCAG 2.1 guidelines. They are accessible to all people, including those working with assistive devices such as speech recognition software and screen readers.

Depending on the product, the design features include but not limited to:

  • Meaningful page titles
  • Logical page layout
  • Text magnification up to 150%
  • Captions for videos
  • Screen readers
  • Keyboard navigation
  • Images alternative text
  • Color contrast


userway main page design

Userway is the world-leading provider of an automated website accessibility solution that can work on different platforms. Userway’s accessibility widget can easily activate multiple features that make the website design inclusivity-friendly.

The widget switches on:

  • Keyboard navigation
  • Screen reader
  • Text magnification
  • Special dyslexia font
  • Dark and light modes
  • Invert colors
  • Color desaturation

Also, it can show the page structure, highlight links, and pause animations.


headspace main page design

Headspace's website also has a customizable widget, giving a possibility to activate necessary features upon a particular user’s needs.

The widget provides this kind of adjustments:

  • Navigation – screen and text reader, keyboard navigation, voice commands
  • Color – background change, dark and bright high-contrasts, monochrome
  • Content – text magnifier, image descriptions, readable fonts

Apart from the widget, the Headspace website design has a clear layout, good color contrast, large buttons, and self-explanatory links.

A final word

The importance of inclusivity and web accessibility continues to grow. 

Based on inclusive design principles, your digital products will provide a seamless user experience to all users, no matter whether they have a temporary or permanent disability.

Also, inclusive design implementation will make your website usable to a broader audience and attract more potential customers to your business.

Contact us at Eleken if you want to develop an inclusive design for your product. We specialize in creating a user-centered design for SaaS and always ready for new challenging projects.

Natalia Borysko


Table of contents

Top Stories

Product design
min read

What Makes a Good Product Manager: 7 Most Wanted Superpowers

Behind every successful product, there’s someone — usually called a product manager (PM) — who effectively combines technology and design to solve users’ problems in a way that is beneficial for business.

Being a good product manager is not easy in any sense. It requires a mix of design, tech, and business knowledge, a mix of competencies and backgrounds, and a mix of technical and soft skills from the strategic to the detail-oriented. Effective product managers sometimes seem to be superhumans that know everything and can handle everything. 

Thus, starting a PM career may feel confusing. Where to start from? Which knowledge and skills are essential? What are product manager's responsibilities?

Instead of racking our brains with those questions, we found people who are already in this business and asked them what makes a good PM. Below, you will find the list of most wanted and important qualities of a product manager, according to product managers.

1. Reading your customers’ minds

Reading your customers’ minds as a product manager

Product manager roles and responsibilities include determining what gets built and delivered to customers. Sounds simple enough. 

What’s hard is to make sure that the product backlog is worth building. That it gives customers something so valuable they consider it worthy of their time, energy and money. Something that overcomes customer pain points.

How to achieve this product-user fit is the biggest business mystery. If there was a working recipe, 90% of startups wouldn’t fail. That's probably why Ibrahim Mehieddine, PM at Peep, calls reading minds the most wanted product managers' superpower.

If you have not yet mastered the skill of reading minds, you may replace it by hiring experienced UX designers that can run user research for you. That’s what Peep has done, basically — the company became a client of Eleken UI/UX agency.

2. Understanding the data

Understanding the data as a product manager

A big part of knowing your customers is understanding what they are doing in your app. The Internet allows figuring customer behavior out with impressive accuracy — thanks to sales analytics, usage analytics and A/B tests. But you can benefit from the piles of data only if you can analyze it, both with the help of algorithms and data scientists, and implement findings to support your product strategy.

According to Arpit, the Founder of Astorik, one of the PM's superpowers should definitely include a good understanding of customer data:

“Every PM needs to own the [analytical] instrumentation for new product features in order to measure usage and impact. Understanding how this data is collected and stored is extremely important.”

3. Imposing structure on chaos

You have collected your cookies, finished research and user interviews. You have analyzed lots of data, and now — what should you do with it next? How do you understand what is important and what is not? 

Shreyas Doshi, who built products at Stripe, Twitter, Google and Yahoo, believes that key strengths of a product manager should include turning a kazillion excel spreadsheets full of data into insightful elegant tables or diagrams. “Finding clarity in chaos”, as Toby Rogers summarised it.

Comments under this tweet are full of people who agree with Shreyas’ statement. Alli Rubin, a successful Product Manager at Xpoint, says she feels like 50% of her day is organizing things for people who are content with letting it live unstructured in their minds and just explaining verbally.

4. Knowing your product (and competitor’s product) like the back of your hand

Knowing your product (and competitor’s product) like the back of your hand

After you learn to read your customers’ minds, it’s time to become an undisputed expert regarding your product and your industry. All PMs we asked agree you can’t move into product management without a deep understanding of your own and your competitors’ products.

A senior person once told Rob Truesdell when he first got into a PM to do the following:

  • Know your product better than anyone on this planet.
  • Know your competitor's product better than anyone on this planet.

Now Rob Truesdell is the VP of Products at Pangea, so that must have been really good advice. 

Another piece of advice that Mr. Truesdell adds himself is to refer back regularly to an article by Ben Horowitz named "Good Product Manager - Bad Product Manager". That’s an iconic PM statement that was published 20 years ago but still remains relevant.

5. Communicating and managing a team 

Communicating and managing a team pm

Creating a great team requires a completely different skill set than creating a great product. That’s why many otherwise successful designers and developers never progress to leading a product. 

When we asked inhabitants of one product management community on Reddit about PM’s superpowers, people management and communication skills appeared most frequently. 

A PM with the nickname Nightrose, for instance, pointed out that listening and making the other person feel heard is what makes a great product manager. Charles-Tupper highlighted the importance of empathy for the customer and team members: the UX designer, the QA, the developers and the stakeholders. 

6. Having a strategic product vision

Having a strategic product vision as a product manager

With too many tasks and too little resources, the game for startups is like musical chairs. You can’t implement all the ideas and develop all the features simultaneously, so you need to create a roadmap and prioritize the features for the development team to build.

One of our PM respondents, SamTan007, says: "One of the most important product manager qualities is the ability to prioritize what is a must-have for customers and what is good to have."

If you check out Reddit or Quora, you’ll notice that SamTan007 knows what he is talking about. Prioritizing features and building roadmaps is an all-time struggle for beginner product managers that don’t have a strategic product vision.

7. Writing short and clear

Writing short and clear

Lucinda Musa, PM at CareRev, is convinced that writing is a PM superpower because writing is a key medium of communication for product managers.

Many PMs are prone to talking, or only write bullets in Jira tickets, but Lucinda believes that’s a lost opportunity. Excellent writing can persuade, inform, and inspire — all things a PM needs to do. 

But wait, people don’t like reading long-reads. How would you make stakeholders read a 10-page document? 

Lucinda challenges the “people don’t like reading” assumption. Sure, nobody wants to read a 10-page doc, but you increase the chances for success if you:

1. Shorten it. 

2. Structure it.

3. Give people time to read WITHIN the meeting.

The third point deserves a particular elaboration:

“Give people space to read *within* a meeting, not on their own. Send the doc out, schedule a meeting, and spend the first X minutes reading it. In silence. Then discuss it. It’s an Amazon thing that works quite well.”Lucinda Musa

What should I consider as a product manager?

Here we are with seven indispensable PM superpowers. Let’s summarize the characteristics of a good product manager and how to get them:

  • Start by becoming a specialist in your target audience. Become your company’s go-to person to understand customers and their behavior, both quantitative and qualitative.
  • Learn to analyze user data and make sense of it so that you can share the insights with others.
  • Develop a strategic product vision so that you can prioritize product features and build a product roadmap.
  • Learn to write clearly and concisely to convey information to your team and stakeholders.
  • Become an undisputed expert in your product and your competitors’ products. Again, share your knowledge openly and generously.
  • Work on developing strong collaborative relationships with product team members. 
  • And finally, if you feel that you need quick design support on your product, remember you can always find user experience pros in Eleken agency.
Product design
min read

Must Have: Personalized vs Customized in the User Experience (With Lots of Examples)

Words “personalization” and “customization” are often used as synonyms. And it’s not surprising as they both exist to serve the same goal: improve user experience by adjusting features and content to specific user interests, needs, or problems. But, as we’re talking about personalization vs customization here, there is obviously a difference between the two.

As a UI/UX design agency, we had a chance to create personalized user experiences, and work on customizable features within products. Based on this experience, we can say that businesses, whose products are aimed to satisfy a versatile audience, should definitely know the difference between customized and personalized UX to apply them correctly.

So, let's define both terms and compare how companies improve user experience through customization vs personalization.

The difference

We’ve already said that both personalization and customization are aimed to create unique user experiences, individualizing information they see and this way making products or services more credible and tailored to specific user needs.

So what’s the difference between them? 

Personalization is done by the system/application that the user interacts with. The software gathers customer data (like purchase history, browsing history, location, job position, and so on) to recognize their wants, and uses predictive technology to adapt experience and content accordingly.

Customization is done by the user who adjusts the app on their own to meet their wants or preferences. The software gives users the opportunity to choose what features, content, layout, and so on they want to see.

Take a look at the image below to better understand the difference.

personalization vs customization example

So, you want to listen to music in the background while studying. The result you will achieve with a customized or personalized experience will be the same: you will listen to classical music at a low volume. But the path to this goal will be different.

With customization, you adjust the volume independently. You clearly understand what you want and are in control of making the desired changes to improve your experience.

With personalization, the app guesses your need (by taking into account that you’re listening to music after midnight) and sets the volume low for you to improve your interaction with the system. As a user, you make no additional effort.

difference between personalization and customization  kew points

Here are some more examples to better understand the difference between customization and personalization.


  • A music app asks you to choose genres you like to create your personal music feed.
  • In your smartphone, you create different folders to organize your apps, change the skins, functionality, and push notifications the way you like.
  • Using the dating app you change the information in your profile (like your age, pronouns, profile picture, location, and the like).
  • In a social media application you hide some type of content or choose it to only be shown to your friends.


  • An online store gives you product recommendations based on your recent searches.
  • Banking app sends you an alert when your account balance falls below a certain limit.
  • A cab booking app gives you quick access to the departure point for your previous trip.
  • A project management software shows you different dashboards depending on the job position you have in your company.

Personalization or customization: what is better?

In one sentence, personalization and customization are equally useful as they put the customer in the center and make the business revolve around them. So, if your business requires dealing with customers, you should tailor an experience for them.

But of course, they both have advantages, disadvantages, and use cases where they work best. Let’s dive into more details.

First of all, let’s figure out why tailoring your product to specific user needs is important.

Here are some statistics:

  • McKinsey Personalization Report states that personalization has the potential to increase company revenue by 40%.
  • According to Smarter HQ, 90% of consumers are eager to give businesses access to their personal behavioral data in return for a more affordable and simpler experience.
  • Epsilons research states that 80% of customers are more likely to buy from a company that offers personalized experiences.
  • State of Personalization Report by Twilio says that unpersonalized user experience will cause a business to lose 62% of consumers' loyalty in 2022, up from 45% in 2021.
  • Adobe says that customers are irritated by non-individualized content in 42% of cases.

As you may have guessed from these statistics, customization and personalization provide many benefits for businesses. Below are three of them.

  1. They improve user engagement. Users want to receive content that matches their needs, and when you manage to give them exactly what they want, they feel that your company values and cares about them and their interests. As a result, customer relationships become stronger and users are more willing to interact with your product.
  2. They encourage customers to come back. Personalizing and customizing provide a distinctive and more personal experience for every user, increasing brand loyalty and encouraging them to choose you over competing brands.
  3. They increase conversion. You may draw in leads with a high possibility of converting by using tailored content to target specific categories of users. Additionally, it will save your sales department the time and effort they would normally spend cultivating cold leads.

Now, let’s discuss when businesses should use customization and personalization, as well as their advantages and disadvantages.


Customization improves the user experience by giving customers control over their interactions. It allows users of your website or app to choose exactly what they want to see, ensuring that you are only presenting the content they are interested in.

That’s why customization would be a simple first step you can take to adjust user experiences if your brand is just launching into the market. But to make the customization of UX work effectively, businesses have to ensure that users understand their goals and wants well.

The advantage: as users are in control, they can receive precisely what they want. Additionally, unlike with personalization, users are not so concerned about privacy matters.

The disadvantage: most users don’t know their true needs and lack the motivation in making an effort necessary to customize the UI to suit their preferences.


As personalization is based on user data that the system collects over time, it can be effective when users aren't aware of their needs and have to sort through a great amount of information.

Companies usually choose to enhance a product’s UX with personalization when they have several clearly defined buyer personas with different needs, or when they have reliable tools, enough sufficient data, and resources to provide users with individualized experience.

The advantage: personalization makes the user experience simpler and more convenient without requiring any effort from users.

The disadvantage: when it comes to personalization, user privacy is an issue. Some people find the experience confusing, even terrifying since the system collects information about their preferences, especially if the content they get is very accurate.

As the final point here, I’d like to mention that you should be very careful when tailoring your product to the users’ needs, as the line between “enough” and “too much” is actually fairly thin. Extra customization or personalization can make the process of interacting with your product tedious, excessive, or even creepy. That’s why try to define how much personalization is enough for your specific case.

Real examples of personalized and customized UX

Personalization and customization are already widespread across brands of different sectors and sizes and there’re many different approaches to providing a more compelling customer experience with their help.

Here are some customization and personalization UX examples that show how different companies implement these concepts.

Spotify - personalized playlists

In order to retain users in the app, Spotify offers each customer a tailored listening experience with the help of AI.

A “Discover Weekly” feature allows users to receive personalized playlists based on their streaming history, listening patterns, and favorite artists from all of Spotify's active monthly users. The company's discovery and recommendation AI engine creates these lists, allowing users to discover new music and artists even if they don’t know what they want to listen to.

personalized Discover Weekly playlist by Spotify

Reddit - relevant posts for each user 

Reddit has a great amount of helpful, interesting, and sometimes weird content on their platform, and they are doing their best to make sure each user gets the content they like in their feed. Customization and personalization help them with this goal.

  • Customization: The user can choose what content they want to see or vice versa to avoid by adjusting Feed Settings on Reddit.
customizing feed settings on Reddit

One more example of how Reddit uses customization is the “What are you into?” pop-up that appears during the sign-up process. This way, the platform starts discovering your interests to be able to offer relevant content from the very beginning.

What are you into pop-up customizes UX for Reddit users
  • Personalization: Reddit analyzes info about their users (such as location, and device info) plus their activity (communities they join, votes, browsing info, and the like) to make intelligent assumptions about what posts may be interesting or useful to a certain user.

Netflix - using A/B testing to provide the best personalized experience

Every action that Netflix does is informed by data and guided by sophisticated AI algorithms. To make sure that the information shared on its platform reflects the users’ wants precisely, the company is constantly testing and brainstorming new ideas.

This is why Netflix benefits greatly from its personalization features.

The fundamental component of Netflix's data-driven strategy is A/B testing. To assess how consumers respond to the recommended adjustments, each of these tests offers them a choice between two alternative versions of the same experience. This is one of the reasons that two users of its platform won’t have the same experience.

For example, if you’re into horrors, over some time (when a platform learns your habits and preferences well enough), your recommendations on Netflix will be mostly related to this genre.

personalized suggestions on Netflix
Image credit: netflix.com

Even the thumbnails for the videos are tailored to the user. For example, depending on whether you mostly watch romantic movies or prefer comedies, you'll see a different cover for the movie Good Will Hunting. 

how Netflix personalizes video thumbnails
Image credit: netflixtechblog.com

Airbnb - giving personal recommendations based on user location

Airbnb uses location tracking to recommend places and activities that you may find interesting based on the place where your stay.

For example, it may advise hotels close to you, or show you the locations you may visit, where to dine, surf, do shopping, and so on. As well, based on your previous searches, the software can suggest what places are worth visiting.

How Airbnb uses location to give personalized recommendations
Image credit: design.google

All the above-mentioned companies are real giants in their industries. Now, I want to give you some examples from our experience to show that not only well-established companies can benefit from tailoring their content to specific user needs, but smaller businesses can successfully implement customization or personalization too.

Gridle - optimizing the workflow with customization

Gridle (now Clientjoy) is an all-in-one cloud-based CRM system that provides full client lifecycle management automation to small and midsize businesses. Our task on a project as UI/UX designers was to rethink the look and feel of the software to make small businesses more efficient in interacting with their clients.

To make the right design decisions and also understand and prioritize users' needs correctly, we conducted six one-hour user interviews. As a result, we found out that one of the users' wishes was to see “custom fields and some other customization” in the new Gridle version to get better at managing their clients.

Here’s how we implemented customizable features in the software to help users feel more professional and confident while using software:

  • When sales managers build a sale funnel, they can choose a more convenient way for them to display it: Kanban columns or lists.
customizing the view of a sales funnel for a client management system (Kanban)
customizing the view of a sales funnel for a client management system (List)
  • Users can choose the attributes they want to see in a client database and use filters to quickly find the data they need.
  • Users who work with invoices can select customizable invoice templates that let them quickly add the necessary client information.
customizable invoice templates design

As all our ideas of customization were informed by insights from user research, the user feedback about this new revamped version was very positive.

Acadeum - role-based personalization

Acadeum is software that allows universities to share and sell online courses. Eleken was hired to redesign the platform while making it consistent with the existing design system. 

A part of our work included creating a personalized user experience within the platform. Here’s how we implemented it:

  • For the system to be able to provide the most relevant course recommendation to the user, newcomers are asked to give answers to several questions as part of the sign-up process. This way each individual receives their own personalized experience.
customization UX example as a part of a sign-up process
  • Acadeum is used by different types of users (for example, advisors, student consultants, institution admins) that have different requirements for the platform. To tailor the app to their requirements, users can select their role, and depending on it, the platform will give access to information that fits their needs most.
role-based UX customization example

Textmagic - customization for a simpler user experience

TextMagic is a SaaS text messaging platform for businesses that’s been on the market for more than 20 years already. When they came to Eleken, they wanted to develop products for their new Marketing Suite with SMS and email marketing campaigns and live chats.

Adding a lot of new functionality to the platform may end up with a poor and confusing user experience. One of the methods we used to reduce the complexity and design for simplicity was the customization of certain features.

  • Support manager who operates live chats can customize chat widgets so that they stay consistent with their brand.
maintaining brand consistency with customizable chat widgets
  • We created an easy-to-use drag-and-drop editor and added the possibility to edit the HTML for TextMagic users to easily customize their email campaigns.
customizable email campaigns design example

Populate - saving doctors’ time spent on documentation with personalization

Populate is a healthcare startup that wanted to cut down the time required for documentation, this way helping clinicians spend more time engaging with patients.

Populate offers a solution that combines AI-powered technology with consistent UX design for generating visit note templates depending on the problem a patient has.

  1. A patient independently fills in their personal information including the history of illness before visiting the doctor.
  2. AI processes this information and generates a personalized template taking into account specific patient cases.
  3. As a result, a doctor receives a ready-to-use visit note template that contains only the necessary fields and nothing extra.

To design a template that would perfectly suit the doctor’s needs and truly simplify their work, we were constantly testing our designs with potential users.

personalization example for a healthcare startup

For customization and personalization start with learning your users

The successful implementation of customization or personalization is based on thorough user research. You have to learn what your customers actually want or struggle with and carefully plan how to tailor your app according to those needs.

But neither personalization nor customization can improve a user's experience of a product that already has issues with its UX. For example, in case your users have trouble finding relevant information because of a complicated app’s structure, the solution may be not to give them highly personalized recommendations but to improve the product architecture first. 

And this is where you need to find someone to provide you with high-quality UI/UX design services  so that you can identify the problem correctly and develop a proper strategy to solve it together.

Eleken can become your dedicated design partner. Contact us for a free consultation.

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