Universal Design

Universal design means creating products, services, and experiences that work well for everyone, regardless of age, ability, or background. It’s about designing from the start to include everyone—so people don’t need special versions or workarounds to use something.

In UX (user experience) design, that might mean clear navigation for screen reader users, readable fonts for people with low vision, or simple language for non-native speakers. It also includes designing for different devices, tech skills, or attention spans.

Think of it like curb cuts in sidewalks. Originally made for wheelchairs, they help everyone—from parents with strollers to travelers with suitcases. Universal design works the same way: when you design for inclusion, everyone benefits. It’s about broad usability.

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Universal design, accessibility, and inclusive design have a common aim—to create better, fairer experiences—but they approach it in different ways.

Universal design means designing something that works well for everyone. It’s proactive and broad, like using simple layouts, readable text, or intuitive controls that suit all users. The intention behind universal designs is to suit everyone, regardless of their background or ability.

Accessibility focuses on removing barriers for people with disabilities. It’s often about meeting specific standards—like adding alt text, keyboard navigation, or screen reader support—so everyone can access and use a product. Users with disabilities are the focus, but all users benefit from the implementation of accessible design. For example, captions help users who have no discernable hearing disabilities hear in loud environments.

Inclusive design centers on diversity. It recognizes that users have different needs and actively involves underrepresented groups in the design process. The goal is to include more voices and avoid bias from the start of the design process.

A helpful analogy might be that universal design sets the foundation, accessibility ensures no one is left out, and inclusive design makes sure everyone feels considered.

Enjoy our Master Class How to Design for Neurodiversity: Inclusive Content and UX with UX Content Strategist, Architect and Consultant Katrin Suetterlin.

Watch as Katrin Suetterlin explains the difference between universal design and inclusive design:

The 7 principles of universal design guide designers in making products, environments, and experiences usable for as many people as possible—regardless of ability, age, or background. They are:

1. Equitable use: The design is useful to people with diverse abilities—no one feels excluded.

2. Flexibility in use: It accommodates a wide range of preferences and abilities, like offering multiple ways to interact.

3. Simple and intuitive: The design is easy to understand, no matter a user’s experience or knowledge.

4. Perceptible information: It communicates clearly through different modes—visual, auditory, or tactile.

5. Tolerance for error: The design minimizes risks and consequences of mistakes.

6. Low physical effort: Users can use it comfortably and efficiently with minimal fatigue.

7. Size and space for approach and use: People of all shapes, sizes, and mobility levels can reach, enter, and use it.

These principles help designers build systems that include everyone from the start.

Enjoy our Master Class How to Design for Neurodiversity: Inclusive Content and UX with UX Content Strategist, Architect and Consultant Katrin Suetterlin.

Watch as Katrin Suetterlin explains the difference between universal design and inclusive design:

To design interfaces using universal design, focus on creating one experience that’s usable by the widest range of people, without the need for adaptation. Start with simple layouts, consistent navigation, and clear, easy-to-understand interactions. Use high-contrast colors, scalable text, and flexible input methods (like mouse, keyboard, or touch).

Avoid features that rely on a single sense (like sound only). Instead, offer multiple ways to access content—visual, auditory, and tactile. Also, make sure the design stretches to accommodate people with different levels of strength, mobility, or cognitive ability, without requiring customization.

For example, some of Apple’s universal design strengths are in built-in zoom settings, voiceover, and switch control.

Enjoy our Master Class How to Design for Neurodiversity: Inclusive Content and UX with UX Content Strategist, Architect and Consultant Katrin Suetterlin.

Watch as Katrin Suetterlin explains the difference between universal design and inclusive design:

User research plays a foundational role in universal design; it helps designers understand the full range of human diversity before they build anything. Universal design aims to create one solution that works for the widest group possible. So, designers need real insights into how different people think, move, see, hear, and interact if they are to accommodate the most users.

Research reveals barriers that standard assumptions often miss. By including people of different ages, abilities, and contexts, designers can identify design choices that are universally effective—not just “average user” friendly. For example, user research might show that voice input benefits both people with mobility impairments and users in hands-busy situations.

This isn’t about tailoring for one group—it’s about removing friction for everyone. That’s why universal design starts with understanding people, not just checking boxes.

Enjoy our Master Class How to Design for Neurodiversity: Inclusive Content and UX with UX Content Strategist, Architect and Consultant Katrin Suetterlin.

Watch as Katrin Suetterlin explains the difference between universal design and inclusive design:

Universal design helps users with disabilities by designing from the beginning to work for as many people as possible—without the need for adapting a product or making special versions of it.

For example, creating touch targets large enough for everyone, avoiding reliance on color alone to convey information, or offering intuitive layouts benefits all users—including those with visual, motor, or cognitive differences. However, the goal isn’t to adapt for one group—it’s to avoid exclusion altogether.

That sets universal design apart: it doesn’t single out disability. It assumes variability is normal and that good design should accommodate it as a matter of course. So, users with disabilities benefit not because they’re treated differently—but because they’re treated as part of the design from the start.

Enjoy our Master Class How to Design for Neurodiversity: Inclusive Content and UX with UX Content Strategist, Architect and Consultant Katrin Suetterlin.

Watch as Katrin Suetterlin explains the difference between universal design and inclusive design:

No, universal design doesn’t slow down the process—it shifts effort to the start to save time and cost later. By aiming to create one solution that works for the widest range of users, universal design reduces the need for retrofits, alternate versions, or post-launch fixes.

Instead of treating accessibility or adaptation as add-ons in the design process, universal design integrates usability for all from the beginning. This approach prevents last-minute changes that often delay projects and increase costs. In fact, products that design teams build on universal principles tend to be more intuitive, consistent, and scalable.

Think of it like laying a solid foundation: it might take a little more time up front, but it supports a stronger, more sustainable product in the long run.

Enjoy our Master Class How to Design for Neurodiversity: Inclusive Content and UX with UX Content Strategist, Architect and Consultant Katrin Suetterlin.

Watch as Katrin Suetterlin explains the difference between universal design and inclusive design:

The best way to test universal design with real users is to involve a diverse range of participants early and often—not just users with disabilities, but people of different ages and abilities, with different cultural backgrounds and tech experience, and in different contexts. Universal design aims to work for everyone, so your testing pool should reflect that breadth.

Instead of segmenting users into “edge cases,” treat human diversity as a design constant. Use real-world scenarios to see how different people naturally interact with your product. Look for points where users hesitate, backtrack, or adapt the experience to make it work for them—those are signs the design isn’t truly universal yet.

Also, focus on observational testing. Let users complete tasks without guidance, and watch how well the design supports them without customization or adjustment. That’s the true test of universal usability.

Enjoy our Master Class How to Design for Neurodiversity: Inclusive Content and UX with UX Content Strategist, Architect and Consultant Katrin Suetterlin.

Watch as Katrin Suetterlin explains the difference between universal design and inclusive design:

Persson, H., Åhman, H., Yngling, A. A., & Gulliksen, J. (2015). Universal design, inclusive design, accessible design, design for all: Different concepts—one goal? On the concept of accessibility—historical, methodological and philosophical aspects. Universal Access in the Information Society, 14(4), 505–526.

This article critically examines four overlapping design approaches—universal design, inclusive design, accessible design, and design for all—highlighting their historical, methodological, and philosophical foundations. The authors argue that despite different terminologies and practices, all these frameworks share the common goal of making systems more accessible to a wide range of users. However, they point out the lack of consensus in definitions and standards, especially in global contexts, which can hinder effective implementation. The paper is influential for synthesizing diverse perspectives into a cohesive discourse and advocating for clearer, more unified terminology in accessibility efforts. It provides a foundational understanding for anyone engaged in UX or accessibility design.

Herriott, R. (2023). The relation of design tools to universal design theory. Journal of Accessibility and Design for All, 13(2), Article 461.

In this article, Richard Herriott explores how tools used in design research relate to the theoretical framework of universal design (UD). Analyzing 256 papers from the Cambridge Workshop of Universal Access and Assistive Technology (2002–2020), the study finds that only a minority explicitly link tools to UD theory. Herriott classifies these papers into four groups, highlighting a gap between practice and theory in the design field. The article calls for clearer articulation of the theoretical foundations underlying tool selection and usage. It is significant for researchers and practitioners in UX and accessibility, promoting greater rigor and transparency in applying UD principles through design methodologies.

Ferreira, A. (2017). Universal UX Design: Building Multicultural User Experience. Morgan Kaufmann.

Alberto Ferreira’s Universal UX Design provides a foundational framework for integrating multicultural considerations into user experience design. This book emphasizes the need to go beyond traditional UX concerns by incorporating socio-cultural and neurocognitive factors into digital product strategies. Ferreira outlines practical methods for predicting user behavior, optimizing design elements, and applying persuasive design across culturally diverse audiences. By addressing the psychological and sociopolitical dimensions of culture, the book enables UX professionals to design more inclusive and globally relevant products. Its value lies in bridging cultural theory with hands-on design practice, making it essential for designers working in international and multicultural contexts.