What Is the Point of Design for All / Universal Design?

I mentioned earlier that the Design for All philosophy (DFA) deserves its own post, and here it is!

The concept of Design for All has been around for a long time, and in digital services, it began to develop alongside the rapid expansion of the internet when it was realized that digital services were not accessible to all user groups. Nowadays, the terms Inclusive Design or Universal Design are most often used in discussions on the topic. In this text, I will use the term Universal Design, as I believe it is a good term to describe this overall concept.

Universal Design has been described both as a philosophy and a concept, but the label is not as important as the idea itself: the goal is to ensure that products, services, and environments are accessible to everyone, regardless of their abilities, age, possible limitations, or other characteristics. This is not just about physical accessibility; it extends to intangible aspects as well. It ensures that everyone has the opportunity to access information, build experiences, and use the services they want. It may sound complicated to implement, but in practice, it involves very concrete actions.

Good everyday examples of Universal Design include accessible buildings with ramps, automatic doors, and elevators that facilitate movement. These make environments easier to use for people with mobility challenges, parents with strollers, and delivery personnel, but they improve the experience for everyone who visits the building.

In digital services, Universal Design can mean, for example, allowing users to control volume, image size, and physical settings when interacting with content. This adaptability is particularly helpful for people with sensory sensitivities or other special needs, but it's a useful feature for every user, especially when content is consumed in varying conditions—not just at home or in the office, but while driving, on public transportation, outdoors, in restaurants, or cafes, where lighting and sound conditions vary.

Universal Design is often criticized for being expensive, and it’s true that bringing carefully designed and executed products and services to users is always more costly than offering poor-quality ones. Think about what you want to offer your customers, especially when we know that customer satisfaction affects your company's cash flow.

By actively involving users in the design process, companies can fine-tune and develop products to better meet their audience’s needs and build stronger customer loyalty.

Universal Design also offers other benefits to your business. By designing products and services that are accessible to a broader audience, you can reach more customers, which opens growth opportunities. Products that consider accessibility serve a diverse customer base and better meet the needs of your existing customers. In addition to improving customer satisfaction, you add value to your brand and create a more sustainable business model.

Universal Design has also been accused of not working because it’s impossible to design a product or service that works optimally for every user. This is, of course, true, and in my opinion, it shows that the concept has been misunderstood. Universal Design doesn’t aim for perfection, but it should be approached pragmatically, with continuous development playing a key role. For example, there is a wealth of general research available on how customers behave, what they want from services, and what leads them to abandon a service. This provides an excellent foundation for building new services. Additionally, I emphasize again that the design process in Universal Design focuses on users’ needs, so involve your customers in developing your services! Engage them in various stages of the work and let their feedback guide the development process.

Accessibility requirements are enshrined in legislation and the EU’s accessibility directive, but questions about accessibility are also closely tied to a company’s brand image and the general usability of services. As technologies evolve and as VR (virtual reality) and AR (augmented reality) become more widespread, we must also update our understanding of accessibility.

Universal Design is not just a design philosophy—it is a call to action. By embracing the principles of inclusive design, we can build a better and more functional world for everyone.

Whether it’s products, services, or digital experiences, the benefits of Universal Design are clear: it improves the quality and perception of your organization, expands markets, and promotes social responsibility.