Mismatch: How Inclusion Shapes Design
Tags: #design #technology #inclusion #accessibility #diversity #user experience #social impact
Authors: Kat Holmes
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Overview
This book presents a new way to think about and address inclusion in the design of digital technologies and beyond. The world around us is full of “mismatched interactions.” As designers, engineers, and business leaders, our assumptions about people become embedded in the things we create, and these assumptions often exclude. This book explores how to build the skills and practices for inclusive design and how to make the business case for inclusion. It explores exclusion as a pervasive cycle, starting from the motivation behind a design to the final form it takes in the world. It presents a simple set of inclusive design principles that can be applied to each element of that cycle. It includes insights and firsthand stories from inclusive design leaders in diverse fields, from architecture to gaming to astronomy. Above all, it challenges the outdated idea that a design should aim to satisfy an “average” user and introduces a simple, repeatable technique for designing with the vast range of human diversity in mind.
Book Outline
1. Welcome
This book is about the power of inclusive design, why it matters, and how to practice it. It starts with recognizing that we are surrounded by mismatched interactions – instances where a design creates barriers for some but not all people. This makes some people feel like misfits, and it’s something that all of us experience in our lives at some point, even if in a small way.
Key concept: Mismatches make us misfits. The objects and people around us influence our ability to participate. Not just when playing on a playground, but in all aspects of society. Our cities, workplaces, technologies, even our interactions with each other are touchpoints for accessing the world around us.
2. Shut In, Shut Out
The words we use matter. The language we rely on for inclusion and exclusion creates a mental model of a closed circle. This reinforces a fixed way of thinking about inclusive solutions. This chapter uses the example of a kindergarten classroom experiment, where the rule “You Can’t Say You Can’t Play” leads to positive changes. This demonstrates that exclusion is a learned behavior, not a fixed reality.
Key concept: Exclusion is written into the game of play. And play, as we know, will soon be the game of life. The children I teach are just emerging from life’s deep wells of private perspective: babyhood and family.
3. The Cycle of Exclusion
Exclusion is a cycle, one that we perpetuate through the things we design and the design of the processes we use to create those things. There are five elements to this cycle: why we make, who makes it, how it’s made, who uses it, and what we make. This chapter explores the societal invisibility and the physical pain that can result from being subjected to high degrees of exclusion. It outlines three common fears about inclusion and introduces a framework for building new habits.
Key concept: Inclusive design: A methodology 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.
4. Inclusive Designers
Inclusive designers build a skillset for recognizing and resolving mismatches. There are three core skills: identifying ability biases, creating a diversity of ways to participate, and designing for interdependence. This chapter challenges the perception of what it means to be a designer, and looks at how the profession is evolving to include a new category of skills in inclusive design.
Key concept: Inclusive design doesn’t mean you’re designing one thing for all people. You’re designing a diversity of ways to participate so that everyone has a sense of belonging.
5. With and For
Cultural and historical context is important for understanding the system of relationships that leads to inclusive or exclusionary outcomes. This chapter takes a closer look at how the design of our cities influences who has access to opportunity, and how the process of becoming an architect contributes to a cycle of exclusion in the profession itself.
Key concept: “Nothing about us, without us.” This phrase personifies the idea of designing with a community: that no course of action should be decided without total contribution from the people affected by that course of action.
6. Matchmaking
Designing “for” people, with benevolent intentions, can lead to exclusionary outcomes if it isn’t done in partnership with excluded communities. This chapter looks at the problem of creating specialized solutions for groups that are perceived to be disadvantaged, and how this approach can reinforce stereotypes about people.
Key concept: “For others” or “superhero” mindset, where pity and stereotypes influence design decisions without any meaningful contribution from excluded communities.
7. There’s No Such Thing as Normal
One of the most dangerous ideas that lead to exclusion is the idea of a “normal” human. This chapter traces that idea back to its origins in mathematical models, like the bell curve, and the impact those models have had on the design of society, from public health to education. The persona spectrum is introduced as an alternative method for designing inclusive solutions. It starts with building one-size-fits-one solutions to fit people who experience the greatest mismatches, and then extending the solution to more people by considering who else is excluded on a temporary or situational basis.
Key concept: Universal design is one-size-fits-all. Inclusive design is one-size-fits-one.
8. Love Stories
This chapter shares examples of how inclusion drives innovation. It starts by exploring the emotional connection that people develop with designed objects and spaces, and how these connections are disrupted by a constant pressure for change. It explores four ways to build a business case for inclusive design: customer engagement and contribution, growing a larger customer base, innovation and differentiation, and avoiding the high cost of retrofitting inclusion.
Key concept: The deep exclusion habit in what we make is the fixed meaning we assign to objects.
9. Inclusion Is Designing the Future
Design is about creating the future. It influences who can participate in and contribute to society. As technology permeates more areas of our lives, it’s increasingly important for us to understand the role that we play in shaping the future through inclusive design. This chapter revisits the three core principles of inclusive design and explores how these principles contribute to a more inclusive future for technology.
Key concept: Recognize exclusion. Exclusion happens when we solve problems using our own biases. Learn from human diversity. Human beings are the real experts in adapting to diversity. Solve for one, extend to many. Focus on what’s universally important to all humans.
Essential Questions
1. If design is the source of mismatches and exclusion, can it also be the remedy?
The book argues that exclusion is not an inherent quality of design, but a byproduct of the design process. We often exclude unintentionally by using our own abilities and experiences as the baseline for design. This happens because of “exclusion habits”, learned behaviors that prioritize familiarity and control. By reframing exclusion as a cycle, we can identify the points in the process where exclusion is most likely to occur and develop strategies to break the cycle. This involves shifting our mindset from “designing for” to “designing with” excluded communities, recognizing the expertise of those who experience mismatches, and creating a diversity of ways to participate in and contribute to the design process.
2. Is it even possible to design for all human diversity? If so, how?
The book challenges the notion of a “normal” user, arguing that designing for an average person serves no one. Human diversity is vast and ever-changing, making it impossible to create a single solution that works for everyone. Instead, the book advocates for designing solutions that are flexible and adaptable, embracing the idea of “one-size-fits-one.” This requires shifting our mindset from seeking universal solutions to understanding individual needs and motivations. The persona spectrum, a key technique introduced in the book, helps designers visualize and explore the range of human diversity relevant to a specific problem.
3. How can we identify and overcome the exclusion habits that perpetuate mismatched designs?
The book highlights the importance of recognizing and understanding exclusion habits, which are deeply ingrained patterns of behavior that perpetuate exclusion. These habits stem from a belief that whoever starts the game sets the rules, leading to a lack of accountability for inclusive outcomes. To shift these habits, we need to change the way we think about design, leadership, and the role of excluded communities. The book emphasizes the need to involve exclusion experts in the design process, valuing their expertise and lived experiences. By building relationships with excluded communities, we can gain a deeper understanding of the mismatches that exist and develop more effective solutions.
4. How does inclusive design drive innovation and benefit businesses?
The book makes a compelling case for inclusive design as a driver of innovation and economic growth. By focusing on excluded communities, we can unlock untapped market opportunities and tap into a wider range of perspectives and talents. Inclusive designs often have a ripple effect, leading to innovations that benefit a broader audience. The book provides several examples of assistive technologies that were initially designed for people with disabilities but eventually found mainstream potential, such as closed captioning, speech recognition, and even email. By embracing inclusive design, we can create a more equitable and prosperous future for all.
Key Takeaways
1. Embrace the persona spectrum to design for one, extend to many.
The persona spectrum is a powerful tool for inclusive design. It encourages designers to move beyond the concept of an “average” user and instead consider the full range of human diversity. By starting with the person who faces the greatest mismatch, designers can identify and solve for their specific needs, then extend the solution to benefit broader populations. This approach helps create more flexible and adaptable designs that work for a wider range of people.
Practical Application:
When designing a new AI-powered chatbot, an engineer could use a persona spectrum to understand the needs of users with varying levels of technological literacy. Starting with someone who has never used a chatbot before, the engineer could identify pain points and design solutions that address those challenges. These solutions could then be extended to users who are excluded due to language barriers, cognitive differences, or situational factors, such as limited internet access.
2. Design “with,” not “for,” excluded communities
Designing “with,” not “for,” excluded communities is essential for inclusive outcomes. This involves building meaningful relationships with those who experience exclusion and inviting them to participate in the design process. Their expertise and lived experiences can provide invaluable insights that help create more equitable and effective solutions.
Practical Application:
An AI product team developing a facial recognition system could partner with organizations that advocate for privacy and digital rights, especially those representing communities that have historically been subjected to surveillance and algorithmic bias. This collaboration could involve holding workshops, conducting user research, and incorporating feedback from these organizations throughout the design process. This ensures the system is developed with an understanding of the potential harms and is designed to mitigate those risks.
3. Balance big data with thick data for a more human-centered approach.
Data is crucial for understanding and addressing exclusion, but it’s important to go beyond “big data” and incorporate “thick data” into the design process. Thick data provides context and nuanced understanding of human behavior, motivations, and needs. By combining quantitative data with qualitative insights, we can create more human-centered solutions that are both effective and equitable.
Practical Application:
When developing an AI system for medical diagnosis, a team could collect both quantitative data (such as accuracy rates and diagnostic speed) and qualitative data (such as patient and doctor experiences, potential biases, and impact on healthcare workflows). This “thick data” approach provides a more holistic understanding of the system’s impact and helps identify areas where it might unintentionally exclude certain patient populations or exacerbate existing healthcare disparities.
4. Make inclusion a core business value to drive innovation and growth.
Inclusive design can be a powerful driver of innovation and economic growth. Companies that prioritize inclusion can unlock new market opportunities, improve customer engagement, and foster a more creative and dynamic workforce. This requires a cultural shift that values inclusion and integrates it into every aspect of the design process. By creating a system of incentives and recognizing inclusive design practices, companies can encourage employees to prioritize inclusion and make it a core part of their work.
Practical Application:
A technology company could launch an internal program that incentivizes employees to incorporate accessibility into their projects. This could include offering training on accessibility guidelines, providing access to assistive technologies for testing, and recognizing teams that prioritize accessibility in their design process. This creates a culture that values inclusion and recognizes its contribution to innovation and business success.
Suggested Deep Dive
Chapter: Chapter 7: There’s No Such Thing as Normal
This chapter introduces the persona spectrum, a key technique for inclusive design, and challenges the outdated concept of a “normal” user. It’s particularly relevant for AI product engineers who need to consider the full range of human diversity when designing solutions that interact with individuals on a personal level.
Memorable Quotes
Chapter 1: Welcome. 14
Designing for inclusion starts with recognizing exclusion.
Chapter 1: Welcome. 19
If design is the source of mismatches and exclusion, can it also be the remedy? Yes. But it takes work.
Chapter 2: Shut In, Shut Out. 31
We each hold the power to make or break inclusion.
Chapter 4: Inclusive Designers. 54
Of all the biases that designers bring to their work, ability biases are the sneakiest.
Chapter 7: There’s No Such Thing as Normal. 90
Always remember that you are absolutely unique. Just like everyone else.
Comparative Analysis
Mismatch makes a unique contribution to the field of inclusive design by shifting the focus from “designing for” specific groups to “designing with” excluded communities. While many books emphasize empathy and understanding different perspectives, Mismatch goes a step further by highlighting the importance of collaboration and the active participation of exclusion experts in the design process. It diverges from traditional approaches by challenging the concept of a “normal” user and advocating for one-size-fits-one solutions that adapt to individual needs. This approach aligns with the principles of Universal Design but emphasizes a more iterative and human-centered process. Unlike some books that focus solely on the social impact of inclusive design, Mismatch also makes a strong business case for inclusion, highlighting its potential for driving innovation and economic growth. This practical approach makes it a valuable resource for both designers and business leaders.
Reflection
Mismatch offers a timely and compelling argument for the importance of inclusive design in the digital age. The book’s strength lies in its practical approach, offering actionable insights and techniques for practitioners while grounding its arguments in real-world examples and personal stories. However, the book’s focus on individual responsibility for inclusive outcomes may downplay the systemic nature of exclusion and the role of power structures. While emphasizing the economic benefits of inclusive design, it could delve deeper into the ethical considerations, particularly concerning the potential for AI and data-driven technologies to perpetuate or exacerbate existing inequalities. Despite these limitations, Mismatch provides a valuable framework for understanding and addressing exclusion. It is a call to action for designers, engineers, and business leaders to recognize their power to shape a more inclusive future and to embrace uncertainty as a catalyst for innovation and growth.
Flashcards
What is ability bias?
A tendency to solve problems while using our own abilities as a baseline, which can lead to solutions that exclude people with different abilities.
What are mismatched interactions?
Instances where a design creates barriers for some but not all people, making aspects of society accessible to some but not all.
What is inclusive design?
A methodology that enables and draws on the full range of human diversity. It means including and learning from people with a range of perspectives, especially those with lived experience of exclusion.
Who are exclusion experts?
People who experience the greatest mismatch when using a solution or who might be the most negatively affected. They have a deep understanding of the barriers and can provide valuable insights for designing inclusive solutions.
What is the persona spectrum?
A design method that starts by solving for one person who experiences the most mismatched interaction and then extends the solution to more people by considering who else is excluded on a temporary or situational basis.
What is thick data?
Data that explains human behavior and the context of that behavior, offering rich insights into people’s feelings, motivations, and needs.
What is Universal Design?
A design approach that emphasizes designing an environment to be accessible and usable by the widest possible range of people, without the need for adaptation.