From average to inclusive: why you should design for the 'edge case'

 Accessibility Theory, Policy and Compliance (ATPC)


This talk illustrates the importance of extending our collective ambitions beyond "accessibility" and, instead, setting our sights on truly inclusive products and services.

We’ll contrast inclusive design with the typical approach of designing for the "average” by exploring why the average myth and avoiding edge cases makes for worse products and services.

Learn more inclusive process and business cases that get senior leadership on board with more thoughtful product and service design.

An understanding of why standard methodologies around serving the “average” have limited product and service success

An ability to articulate return on investment (ROI) for business leaders and decision-makers for taking more inclusive approaches to product and service development

A clearly established understanding of how we can move beyond access towards inclusion

The identification of diversity and inclusion gaps in current service design and accessibility focused models

2021 Annual Accessibility Conference

There is no average person: why designing with intersectionality in mind is critical


One of the most common ways to solve a design problem is to create personas based on ‘average’ users, and use a human-centred process targeted to these groups of similar users. Designers often learn to ignore anything outside of these personas, avoiding the “edge cases” that are seen as too much work to deliver business value.

In effect, intersectionality negates the average myth. Behaviour, belief, and a confluence of difference means the average is, in fact, a series of unique individuals. Therefore, designing for the average can be unintentionally alienating.

When we design for the “average,” we are designing for a blend of average characteristics that are rarely in one individual. This means that a design we intended “for everyone,” meets the needs of no one.

Making strategy, design, and information architecture decisions with intersectionality at the forefront will guide your team in identifying genuinely user-centric design requirements. Once you establish these requirements, your product or service will be able to meet the goals and expectations of your users across different circumstances, contexts, and environments, and to embrace their unique identity.

This talk will explore the challenges, opportunities, and methods of bringing intersectional thinking to your work, including reaching a broader market, reducing costs and effort by considering other interaction models by default, and reducing risk that comes from alienating parts of your market.

IAC21: Information Architecture Conference

We’re thrilled to have been asked by the 

 team to facilitate a half-day workshop on October 28 to help 

Grow your Business with Inclusive Digital Strategy.

 in a half-day workshop that will help Ontario businesses understand how to grow access to their market through more intentional and 

We'll be hosting a half-day workshop on October 28 as part of the Scale-up Institute's Recovery Activation Program. Learn more and apply.

Grow your Business with Inclusive Digital Strategy

Roundtable: Moving Beyond Accessibility with Inclusive Design

This roundtable discussion presents participants with a chance to discuss the nuances of inclusive design—moving beyond accessibility and compliance considerations like the Accessibility for Ontarians with Disabilities Act (AODA), toward authentically engaging with diverse markets. 

Join Lee Dale for a primer on taking your next steps with inclusive design through a series of frank, fun, & lively discussions.

Our team’s especially thrilled for FITC 2020, since this year we’re leading an inclusive design roundtable at the conference.

FITC Toronto 2020

Beginning July 4th in Ottawa, art and design will be coming together at Arts Futures, a series of events running from July through August.

Co-hosted by Interactive Ontario and the Cultural Human Resources Council, Arts Futures is a summer seminar series that explores the interconnection of art and design, with arts-focused digital skills, strategy, and human-centred design seminars.

Lee Dale will be leading the digital transformation session at Arts Futures July 4th in Ottawa and July 5th in Toronto.

Arts Futures is a summer seminar series that explores the interconnection of art and design, containing arts-focused digital skills and strategy seminars. Our CEO, Lee Dale, leads the digital transformation session July 4th and 5th.

Arts Futures

 event returned to Toronto to educate and equip designers with the latest tips and techniques for projects that are transforming our world today.

The event featured talks and panel discussions from top North American designers and developers in the field of 

At the UX/UI panel discussion, articulating what it means to be a designer was at the forefront of the conversation.

Moderated by Lee Dale, the panel shared professional experiences, including those successful and poor decisions that led them to their current place in the industry. 

Designers gathered in FITC Spotlight UX/UI event to learn more about the latest tips and techniques to improve product experience.

Spotlight: UX/UI 2018

Our November 23 breakfast event will highlight the transformational impact of cross-organization collaboration through 

‘s keynote, followed by a panel led by Lee Dale that will dig into omni-channel experiences, from online to in-store, and more.

Join us at The Spoke Club for breakfast, a keynote on cross-organization collaboration, and an omni-channel panel discussion, from online to in-store.

Disrupting with Digital

Join Lee Dale for a system strategy webinar, exploring the essential framework for driving customer experience and organizational effectiveness.

, find the answer to moving from product-limited tweaking to a market-defining organization. No longer is it enough to focus user experience on a product at a time or serving just the customers you know.

Say Yeah is teaming with the Association of Registered Graphic Designers (RGD) to host a 

Join Lee Dale for a system strategy webinar, exploring the essential framework for driving customer experience and organizational effectiveness

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