DESIGNING neuroinclusive engagements for all to enjoy

_{AUTHOR Emma DiGiammarino}

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As we all very well know, DEI is an incredibly important topic of discussion amongst all organizations around the world. And while companies large and small continue to expand their efforts in establishing best practices, they are also recognizing the need to deepen their understanding of the current and future picture of diversity and apply their learnings in real time. Especially in our world as experience designers, we too have the responsibility to educate ourselves in what’s going on in our culture, who our audiences really are, and how we can make everyone that comes to all of our experiences feel seen, heard, and welcomed from start to finish…something we like to call designing for all.

Just this fall, our agency joined an amazing organization called The Google Experience Institute, a global community of over hundreds of leaders, designers, artists, creators, technologists, and researchers who are shaping the future of events through radical inclusion, designing for belonging and crafting more humanistic value frameworks and impact narratives. And one of the largest topics of discussion in this group and one that we’re going to dive more into today is: neurodiversity. 

NEURO-WHAT? 

Neurodiversity is a very valuable form of human diversity that essentially combats the idea that there is one “normal” or “healthy” type of brain or neurocognitive functioning. Neurodivergent individuals may have brain structure, function or chemistry variations that can affect their cognition, behavior and sensory processing as compared to neurotypical individuals. You might be surprised to learn that there have been reports that neurodivergent people make up close to 30-40% of the global population. Well-known types of neurodivergence include ADHD, Autism, Dyslexia, OCD, Tourette’s, and Epilepsy. 

It’s apparent that neurodiversity isn’t anything “new” but it’s been interesting to see how many of today’s brands are overlooking this particular group of individuals and undervaluing what they can bring to the table. Just look at Universal Music, who just this year surveyed employers in the creative industries and reported that 77% said adapting to be more neuroinclusive was not a priority over the next year. 

THE POWER OF NEURODIVERGENCE

Now, while the employment rate for Americans with disabilities hit a new record last year, high levels of bias and discrimination are still an issue this demographic faces. However, there has been a greater initiative especially over the past few years to inform companies and the world at large how special, powerful, and strong this collective of individuals is. 

There was a big study done in 2018 by Accenture, AAPD, and Disability that found the companies that hired those on the spectrum achieved on average 28% higher revenue, twice the net income, and 30% higher economic profit margins…HOLY MOLY. And as for their superpowers, there are many. People with ADHD are highly creative and have an innate ability to hyper-focus on tasks. Autistic people are brilliant communicators who are very clear and say what they mean. And dyslexics are not only fast problem solvers and big-picture thinkers (fun fact: a third of American entrepreneurs have dyslexia), but they also have enhanced spatial awareness. 

So what can we as experience designers and brand marketers do to uplift and empower neurodiverse individuals? It’s simple and goes back to our principle we mentioned earlier: design for all. 

DESIGNING FOR ALL 

So how does one design for all? First step is to educate yourself. We’ve not only read countless articles, blogs, and research publications but we’ve also come across some really inspiring organizations including The Neu Project, Understood, and Neuro By Design that are shining a bright light on neurodiversity and providing easy, actionable insights into how we can cater our experiences to be more inclusive. 

Table stakes for neurodiversity in live, virtual, and hybrid experiences have never been higher so to get you started we compiled a few important areas to consider when creating for inclusion: 

SOUND + LIGHTING

• Limit tonal noise levels with sound masking and carefully selected music (ex: The Halifax Public Library)    
• Opt for acoustic sensory experiences that incorporate natural soundscapes (ex: Biophilic Design)
• Incorporate alternative lighting arrangements (ex: AMC Sensory Friendly Films)

SPACE + NAVIGATION

• Include safe spaces or quiet rooms for individuals to escape the hustle and bustle (ex: Sensory Pit Stop)
• Design for the four different types of personal space (ex: Invisible Space)
• Make wayfinding easy through the use of color, known shapes, and material (ex: Rethinking The Future) 

LEARNING  + ENGAGEMENT

• Tap into the power of AI to consolidate content for easier digestion (ex: Fast Company)
• Offer a range of sensory-stimulating experiences (ex: Please Touch Museum)
• Consider handing out sensory bags to neurodivergent guests (ex: KultureCity)

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Eager for more and want to help us create better, for all? 

Hit us up and let’s design the most badass, inclusive experiences the world has ever seen 🔥