Inclusion and innovation: how to design for all realities - BBVA

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The causes are to do with inferior knowledge of symptoms, which are different from those of men (studied for centuries), and the reduced inclination of health personnel to prescribe evidence-based treatments to women, explains Lago. Although she does clarify that with "determination and work" the knowledge gaps and the biases of perception can be overcome, first by understanding them and then by protecting ourselves from them.

New ways of thinking

Companies and startups can be an active part of this inclusive cultural, digital and social transformation, which at the same time can be a pledge for innovation. Innovation not only refers to the latest technologies, but also to the design of smart experiences and services. These three experts agree that design managers in companies can be agents of change.

Loners and freaks who are addicted to video games, love junk food, and inhabit basements: the computer programmer stereotype, propagated by the silver screen, is a serious setback when it comes to attracting talent into this field. And it is much worse when it comes to attracting female talent. In Spain in 2017, the rate of women between 20 and 29 years old, graduating  in science, mathematics, information technology, or engineering per 1,000 inhabitants was 13.1 percent.  The scarcity of female talent in this field can also be witnessed at hackathons, but there's good news: women are willing to put an end to these clichés.

"As designers, we must be aware of our transformative potential", claims Lucho Domínguez. In his opinion, what makes design an enabler is that it feeds on convergent and divergent thinking. "Designers don't work along problem-solution lines, instead we're going to look for multiple alternative views to understand human beings," he says. This way, a designer will look for multiple solutions, then converge and choose the one with the best fit that adds value to the people they are targeting.

"As designers, we must be aware of our transformative potential"

For her part, Marta Lago explains that design is always aimed at "improving a situation or addressing a real need". Also, the designer particularly defends 'humanity centred design', an approach that transcends the exclusive focus on individuals and extends it to the relational, collective and systemic: "We have to think that we're making an intervention in the environment that affects relationships between human beings, so we need to look for sustainability at the social, economic and environmental levels". To think collectively, open innovation and collaboration are key.

Finally, according to Marta Salinas, because designers are agents of change it's important that they not only consider the end customer, as it is an activity that impacts several fields. "When apps like Uber, Cabify and Glovo were designed, no one knew that they would have a marked impact on legislation", she explains.

The main objective of inclusive design is to create a fairer, more accessible and more egalitarian society. Incorporating it into a company or startup will contribute differentiation, new perspectives and an improvement in the customer and user experience.  Design is not only the external appearance of a product, but also giving it an intention and a purpose.

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Inclusion and innovation: how to design for all realities - BBVA
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