From banking to parking, and from booking a doctor’s appointment to finding a job, we rely on digital products to live, work, and stay connected every day. But not everyone experiences this digital world in the same way. For some, a new app or website is an enabler. For others, it’s a barrier.
That’s why we believe that inclusive design is not a feature you add at the end, but a mindset that should guide every step of the process. Because when you design with inclusion in mind, you make technology more human for everyone.
Accessibility vs. inclusion
It's important to distinguish between accessibility and inclusive design.
Accessibility is the foundation. It’s not just good practice in Europe, it’s a legal expectation. The European Accessibility Act sets requirements for digital products and services offered to consumers, meaning that websites, apps, and software platforms must be usable by everyone, including people with vision, hearing, motor, or cognitive impairments. This applies to many private-sector companies across the EU, reinforcing the need to consider accessibility from the start. The WCAG guidelines set clear standards for things like colour contrast, font size, and keyboard navigation. For public-sector organisations, accessibility obligations have been in place even longer. The Web Accessibility Directive (WAD) requires all EU public bodies to ensure that their websites and mobile applications meet accessibility standards.
Inclusive design builds on this foundation. While accessibility ensures that people with specific impairments can use a product, inclusivity broadens the scope, considering anyone who might face barriers. This includes, for example, people with limited digital skills, restricted internet access, or older devices; those with lower literacy or different language backgrounds; and individuals with varying cultural contexts, gender identities, or levels of online confidence. For example, at icapps we developed a strategic project for VUTG (Child Benefit Disbursement Agency). Non-Dutch speakers could not receive help at physical service desks because, by law, communication there must occur in Dutch. VUTG wanted to explore alternative ways to support these individuals without requiring them to install a separate app. We therefore researched a solution using WhatsApp with built-in translation features, enabling accessible, multilingual assistance in a familiar and low-threshold channel.
There are no fixed rules or global standards for a digital inclusive customer process yet, but one guiding principle offers direction: Click–Call–Connect.
Click: make the digital experience intuitive and easy to use.
Call: ensure people can still reach a human being when they need support.
Connect: provide physical or social touchpoints where people can still get help in person.
As digital channels grow, the “Click” becomes the primary touchpoint. That’s where we, as a digital agency, take the responsibility to make that experience as open and intuitive as possible and where an inclusive design comes in.
Why inclusive design matters
Belgium is diverse in every sense. Language, age, origin, gender, education, digital literacy: they all shape how people use technology. Yet not every platform is ready for that diversity. Think of small design choices that can make a real difference: using photos, illustrations, and default avatars that represent a wide variety of ages, ethnicities, body types, and family structures; avoiding jargon so everyone understands what’s written; or providing clear instructions in multiple languages. Inclusive design starts with understanding that your audience is never one-size-fits-all.
At the same time, daily life is becoming increasingly digital. Parking, payments, public services are all shifting to apps and online portals. But when digital becomes the only way, people without the right devices, data plans, or skills risk being left behind. Consider parking apps: they work well for those who can download and navigate them, but not everyone has a smartphone, a stable connection, the latest operating system or enough battery left on their smartphone. Meanwhile, many younger users expect digital-only experiences, completing tasks entirely online. Inclusive design must account for both: those who need a simpler digital (or physical) experience and those who expect seamless online interactions.
Besides, inclusion isn’t only about access, it’s also about trust. Fear of scams, mistakes, or confusing processes can prevent people from using digital services. Transparent design, clear instructions, and predictable flows help build confidence, making digital tools not just usable, but approachable and reliable.
A great example of this is our work with Febelfin, the Belgian federation of financial institutions. They wanted to tackle the digital gap in banking services and reach communities who are digitally vulnerable. Through research, stakeholder interviews, and a digital product strategy workshop, we identified low-threshold, feasible solutions to support these audiences. These included simplifying access to reliable information about online banking and fraud, both directly for users and via partner networks. By mapping pain points and barriers, Febelfin gained concrete steps to make digital banking safer, more understandable, and more inclusive for everyone.
Building inclusion into every layer
Inclusive design starts at the very beginning and continues throughout the process. It’s about recognizing differences and designing with empathy for all of them. At icapps, we integrate inclusion into every phase:
Strategy: We include awareness exercises in our workshops to help clients and teams understand how diverse their users really are. Based on those exercises, we broaden personas to think beyond the “average” user. While working on a new app for Dockx Rental, a Belgian car rental company, someone who works at Dockx Rental remarked during a workshop: “No one who is blind will use our app”. That comment opened the conversation about situational impairments such as being temporarily blinded by bright sunlight while using a phone outdoors. That insight created a major shift in perspective. It helped Dockx Rental realise that accessibility and inclusion are everyday realities that affect far more people than they initially assumed.
Design: We follow WCAG by default, but advise our clients to go further where possible. For example, we use clear, accessible language, avoid jargon, reduce unnecessary steps, include clear help buttons or contact options and explore features like demo modes or tutorials that let users learn before they act. Furthermore we involve diverse groups in user testing and ensure different perspectives shape the outcome.
Development: We ensure our products work smoothly across devices.
Inclusive design is continuous. At every stage, the guiding question should be: Who might we be leaving out? It’s a mindset of constant awareness.
Why it’s worth it
When we talk about inclusive design, we often hear:
“Our users don’t need that.”
In reality, every user benefits from clear, simple, human design. Everyone gets older, eyesight changes, and digital confidence varies.
“Accessibility is a legal requirement; inclusion isn’t.”
True, for now. But inclusion drives long-term value: better user experiences, broader reach, and stronger trust. It also builds resilience as regulation evolves. What’s voluntary today may become essential tomorrow.
“That’s how all apps work.”
Not everywhere. What feels intuitive to one group may confuse another. Think of someone arriving from another country, used to completely different digital patterns.
And beyond dispelling misconceptions, there’s measurable impact. Inclusive design leads to:
Wider reach: All users benefit directly from an inclusive design.
Better UX: Clearer navigation and plain language reduce frustration and drop-offs.
Stronger brand trust: People remember products that feel welcoming, simple, and intuitive.
Ready to make your digital product inclusive?
