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The Inclusive Innovation Playbook
The Inclusive Innovation Playbook
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The Inclusive Innovation Playbook

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Why Inclusive Innovation Matters

Laying the foundations for inclusive innovation
The Business Case For Change
Common Myths & Objections

What is inclusive innovation?

Inclusion and innovation may both be familiar terms. However when we combine them together, we create a new paradigm for an approach to innovation with positive social aims embedded.
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Venn diagram showing that the intersection of inclusion and innovation is inclusive innovation. With arrows showing 'maximise impact' and 'reduce harm' coming from incisive innovation.
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Innovation is all about bringing fresh ideas and new ways of doing things to the table. Whether it's developing cutting-edge technologies, finding new business models, or streamlining processes, innovation is about creating value for customers, being more efficient, and gaining an edge over the competition.
Innovation has the potential to change lives - with new advances in medicine, working practices or financial management. It also has the potential to cause harm to people, impacting livelihoods, mental health or widening inequalities.
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Inclusive innovation is about trying to create a net positive social impact. That means maximising the benefits of innovation whilst at the same time reducing its potential harms.

In this playbook our focus is on innovating to create new digital products and services.
Historically, product development practices have primarily focused on efficiency, cost-effectiveness, and speed to market. However, what has been missing is a dedicated emphasis on incorporating diverse perspectives, fostering inclusivity, and prioritising equity throughout the innovation process to truly propel inclusive innovation forward.
This shift towards inclusive innovation is crucial because it recognises the inherent value of diverse perspectives, experiences, and voices. By intentionally including a wide range of inputs in product development, we not only enhance the potential for creative solutions but also ensure that our products are more relevant, accessible, and equitable for a diverse user base. Embracing inclusivity in innovation not only aligns with ethical principles but also positions businesses to thrive in an ever-evolving global landscape, where diversity is a catalyst for creativity, resilience, and sustainable success.

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The Financial Conduct Authority believes 47% of us will be experiencing some sort of vulnerability at any given time. The
Consumer Duty
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rules which came into force in July 2023 means Financial Services firms need to protect and cater to ANY customer who can become vulnerable.

Inclusive innovation objectives

We created this playbook to inspire innovators to consider the diversity of users during the innovation process, in order to create products and services that are more accessible, usable, and useful for all users, leading to better customer satisfaction, increased adoption and engagement, and a greater return on investment.
Innovating inclusively means:
Serving everyone in your target market equally well.
Creating an overall positive social impact and avoiding unintended negative consequences or exclusion through the change that your innovations create.
Catering for diverse needs and serving underrepresented, underserved or marginalised groups or markets.
Ensuring diverse participation in the innovation process, by involving people who are representative of the people you serve and your wider community.
Adopting inclusive practices that encourage full participation, open dialogue and different perspectives to be openly shared.
Creating inclusive and equitable experiences for all users that make them feel safe, welcome and empowered.
Fulfilling your moral duty to contribute to a
just society
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by helping those who are worse off .
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Define the principles that your organisation will adopt in order to innovate inclusively.
Agree on your high level objectives that will steer your immediate efforts.

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Innovation with diversity and inclusion in mind means recognising and valuing the unique perspectives, experiences, and needs of different individuals, and creating an environment where everyone can contribute to their fullest potential.
It's about creating opportunities for different voices to be heard, and taking a broad range of perspectives into account in the innovation process. It's about going beyond traditional methods and ways of thinking, to actively seek out diverse perspectives and ideas to drive innovation.
Inclusive product design opens the door to everyone – no matter who they are.
Diversity, equity inclusion (DEI) can impact innovation in a number of ways. For example, DEI in innovation can help organisations tap into new markets and reach new customers. By designing for a diverse range of users, organisations can better understand and meet the needs of different segments of the population, which can lead to new business opportunities. Inclusive innovation removes barriers to participation of individuals, groups, and regions that are underrepresented or have been historically underserved.
When it comes to digital products and services, inclusive design is key. By making sure everyone has equal access to information and opportunities, we can create a more welcoming and equitable world for all. And that's not all. When we bring together people from different backgrounds and perspectives, it leads to more creative and innovative solutions.
It's a win-win!
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By designing products that are inclusive and equitable, we can help reduce social and economic inequalities and build a better future for everyone.

Why inclusive products matter

Have you ever felt excluded or left out while using a digital product?
Inclusive products are designed with everyone in mind. No matter your background, identity, or abilities, inclusive products make people feel welcome, safe and empowered. They provide equal access to information and opportunities, and help all users achieve their goals.
While this may seem like a basic premise, it's one that is often overlooked in the design process.

Creating a sense of belonging

When we design for inclusion, we open up possibilities for everyone. Inclusive digital products make everyone feel invited, welcome and listened to. This leads to greater engagement, satisfaction, and loyalty among users.
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Lack of representation makes users feel uninvited, which can stop people using your product.

Breaking down barriers

Inclusive digital products help break down the physical and psychological barriers that can prevent people from feeling welcome and included in the digital world. By providing equal access to information and opportunities, inclusive products can help eliminate discrimination and contribute to creating a more fair and just world.
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Products that perpetuate bias can cause discrimination.

Building trust and protecting from harm

Creating safe and secure digital products is essential for fostering trust and promoting inclusiveness. Inclusive products take into account privacy, security, and safety concerns for all users. Conscious attention to the experiences of people from minority groups is needed to reduce the risk of negative user experiences.
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Systems that can ‘out people’ are not safe.
It is critical to recognise that not everyone is equally disposed to being able to engage with your digital experience and protect themself from harm. To create safe products we not only need to create protection mechanisms for our users, but we need to consider how easy it is for different people to use and adopt these mechanisms.
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For example, the inquest following the
death of Frances Rose Thomas
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concluded that it was access to unrestricted content on the internet that contributed to her death and questions the robustness of e-security system in schools.

Empowering everyone

Inclusive products have the potential to empower everyone and level the playing field in the digital world. Inclusive products validate your users’ identity by making them feel understood. Users are able to interact with confidence as the product experience guides people smoothly and helps them overcome hurdles, helping everyone to achieve their goals.
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Products that are not accessible create exclusion.

Use this playbook to embrace the power of diversity, equity and inclusion in innovation!

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If you’d like support embedding inclusion into your people, products and practices,
Contact Diversily
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to find out how we can help.








What is inclusive innovation?
Inclusive innovation objectives
Why inclusive products matter
Creating a sense of belonging
Breaking down barriers
Building trust and protecting from harm
Empowering everyone
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