Most organizations still design for an “average” customer. The problem? There is no average customer.

In this episode, producer Hannah Jachim, who in her day-job is a Forrester Researcher, joins Angelina Gennis and Martin Gill to explore the report she recently published exploring inclusive design in the automotive industry. Our discussion reveals how designing for people with different abilities, needs, and circumstances unlocks better experiences for everyone. From the origins of cruise control to the challenges of autonomous vehicles, Hannah explains why accessibility should be treated as a driver of innovation rather than a compliance exercise. The conversation also explores how assumptions about drivers, passengers, age, ability, and technology continue to shape customer experiences across industries. We cover:

  • Why inclusive design often produces better products for all customers.
  • What is the “curb cut effect” and what business leaders can learn from it.
  • How automotive design highlights broader customer experience (CX) challenges.
  • How organizations can embed inclusion early instead of retrofitting accessibility later.
  • Why the entire customer journey matters, not just the product itself.

Whether you’re focused on customer experience, service design, accessibility, journey mapping, or product strategy, the lessons extend far beyond automotive.