Want to Outperform Your Competitors by 36%? Equity-Centered Design Could Be Your Missing Key

A McKinsey report found that companies with higher diversity in leadership were 36% more likely to outperform their peers in profitability. However, simply having a diverse team isn't enough. True success comes from thinking diversely and actively considering the needs of marginalised communities within your customer base and audience. Not everything we interact with is designed equitably.

Studies reveal a significant lack of diversity within the design and tech industries, which are often dominated by individuals from privileged backgrounds. This homogeneity can lead to products and services that unintentionally fail to meet the needs of marginalised communities. Examples of this abound, from urban planning that overlooks the needs of people with disabilities to facial recognition software that exhibits racial bias.

While accessibility standards like WCAG for web design exist, they are often underutilised. For example, it's estimated that less than 40% of websites meet even basic accessibility guidelines, leaving a large portion of the population underserved online.

This post will explore how implementing an effective design methodology that prioritises fairness and inclusion at every stage – known as Equity-Centered Design (ECD) – can address these issues and drive business success.

What is Equity-Centered Design?

Equity-centered design (ECD) is a methodology that focuses on creating products, services, and experiences that address systemic inequities and uplift marginalised communities. Unlike traditional design thinking, ECD actively centers the perspectives of underserved groups.

Equity advocate Antionette Carroll, founder of Creative Reaction Lab, explains, "Equity-centered design asks us to go beyond diversity and inclusion to confront the systemic biases embedded in our processes." (Creative Reaction Lab)

The Real Impact of Equity-Centered Design

Addressing Systemic Inequities: ECD helps uncover and dismantle barriers that perpetuate inequality. The National Equity Project states, "Equity requires looking at outcomes, ensuring success for all groups, and removing the predictability of failure for certain demographics."

Driving Innovation: Diverse perspectives lead to more creative and effective solutions. As mentioned, a McKinsey report found that companies with higher diversity in leadership were 36% more likely to outperform their peers in profitability.

Enhancing Customer Connection: Products designed with equity in mind resonate more deeply with a broader audience, creating stronger emotional connections and fostering brand loyalty.

How to Implement Equity-Centered Design

1. Start with Self-Reflection: Evaluate your organisation’s biases and assumptions. Tools like Harvard’s Implicit Bias Test can help identify unconscious biases.
   
   

2. Engage with Communities: Co-create solutions by directly collaborating with those most impacted. The disability rights movement's slogan, "Nothing about us, without us," emphasises the importance of direct involvement.
   
   

3. Use Data Thoughtfully: Analyse data to identify disparities, but ensure the process respects privacy and dignity. Be cautious about perpetuating stereotypes through misinterpreted findings.
   
   

4. Test and Iterate: Pilot projects with marginalised groups and adapt based on feedback. Ensure the testing environment mirrors real-world conditions for accurate results.
   
   

5. Build a Culture of Accountability: Create mechanisms to measure and report on equity outcomes. Transparent reporting builds trust and demonstrates commitment.

Examples of Equity-Centered Design in Action

Google’s Inclusive Camera Technology: Google developed Real Tone for its Pixel cameras in collaboration with photographers of diverse skin tones to ensure accurate representation across lighting conditions.

Equity in Healthcare Design: Kaiser Permanente incorporates ECD principles by involving patients from underserved communities in the design of new clinics to ensure accessibility and cultural competence.

Equity-centered design is more than just a methodology—it’s a mindset shift that can transform organisations and communities. By prioritising fairness and inclusivity, businesses can foster innovation, deepen customer relationships, and contribute to a more equitable world.