Trends Report

The Inclusive Design Imperative: Win And Retain More Customers

Modernize Your Design Practice To Reach More Of Your Target Market

March 15th, 2024
With contributors:
Ian Jacobs , David Truog , Georgiana Swan , Shayna Neuburg


Experience design (XD) leaders can help their firms win and retain customers, break into new markets, and get employees more engaged by prioritizing inclusion. This report explains how to shift your firm’s XD mindset and methodology to: 1) establish a foundation that drives home the “why” and fuels the desire to do better and 2) augment your XD practice with the right people, processes, and tools.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.