{"id":52340,"date":"2024-11-22T12:28:49","date_gmt":"2024-11-22T17:28:49","guid":{"rendered":"https:\/\/seramount.com\/?p=52340"},"modified":"2025-12-08T22:14:51","modified_gmt":"2025-12-09T03:14:51","slug":"think-bigger-lessons-from-the-executive-playbook-on-inclusive-design","status":"publish","type":"post","link":"https:\/\/seramount.com\/articles\/think-bigger-lessons-from-the-executive-playbook-on-inclusive-design\/","title":{"rendered":"Think Bigger: Lessons from the Executive Playbook on Inclusive Design"},"content":{"rendered":"\n<p>As part of Seramount&#8217;s ongoing commitment to fostering collaboration and knowledge-sharing among DEI leaders, the recent webinar <em><a href=\"https:\/\/seramount.com\/events\/thinking-bigger-about-dei-the-executive-playbook-on-inclusive-design\/\">&#8220;Thinking Bigger about DEI: The Executive Playbook on Inclusive Design&#8221;<\/a><\/em> offered invaluable insights into the evolving landscape of inclusive design. Hosted as a <em>Member Connect<\/em> session\u2014a hallmark of <a href=\"https:\/\/seramount.com\/solutions\/diversity-best-practices\/\">Seramount\u2019s partnership<\/a> approach\u2014this event provided a platform to delve into how organizations are embedding inclusive design principles into their practices to drive innovation and connection to their workplace and marketplace.<\/p>\n\n\n\n<p>Featuring <a href=\"https:\/\/seramount.com\/person\/mason-williams\/\">Mason Williams, Global Head of Diversity, Equity, and Inclusion at Mattel;<\/a> <a href=\"https:\/\/www.linkedin.com\/in\/hadleysimmons\/\">Hadley Amann, Principal Inclusive Design Strategist at Sonos<\/a>; and moderated by <a href=\"https:\/\/seramount.com\/person\/katie-oertil-mooney\/\">Katie Mooney, Managing Director at Seramount<\/a>, the conversation underscored how inclusive design not only amplifies DEI initiatives but also strengthens business outcomes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-designing-with-communities-not-for-them-mattel-s-approach\"><strong>Designing <em>With<\/em> Communities, Not <em>For<\/em> Them: Mattel\u2019s Approach<\/strong><\/h2>\n\n\n\n<p>Mason Williams emphasized Mattel\u2019s philosophy of \u201cdesigning with communities, not for communities.\u201d This principle fosters collaboration between designers and the communities they aim to serve, cultivating shared pride in the outcomes.<\/p>\n\n\n\n<p>Mattel\u2019s iconic Barbie, celebrating 65 years, exemplifies this evolution. The recent introduction of the first Barbie with Down syndrome was developed through partnerships with families, the National Down Syndrome Society, and other stakeholders to ensure authenticity and resonance. Similarly, Mattel\u2019s UNO with Braille\u2014created in collaboration with employee resource groups (ERGs) and tested by families with low vision\u2014demonstrates how inclusive design processes result in deeper employee engagement and broader market acceptance.<\/p>\n\n\n\n<p>Other notable milestones include Barbies with cochlear implants, which allow children to see themselves reflected for the first time in their toys, transcending traditional sales metrics to focus on representation and inclusion. As Williams put it, \u201cDoing the right thing and doing good business amplify each other.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-inclusive-design-at-sonos-amplifying-new-perspectives\"><strong>Inclusive Design at Sonos: Amplifying New Perspectives<\/strong><\/h2>\n\n\n\n<p>Sonos, known for its products, began its inclusive design journey in early 2024. Hadley Amann highlighted the company\u2019s efforts to address gender representation, historically underrepresented in audio product markets. By engaging with women customers, Sonos explored how they enjoy products, identified improvement areas, and built strategies to replicate this success for other demographics.<\/p>\n\n\n\n<p>For Sonos, inclusive design is deeply intertwined with effective design. It involves collaboration with both customers and internal teams to ensure inclusivity is seamlessly integrated into every aspect of their products, research processes, and marketing strategies. Through this collaboration Sonos broadens representation and creates products that are more meaningful and enjoyable for a diverse range of users.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-starting-small-thinking-big\"><strong>Starting Small, Thinking Big<\/strong><\/h2>\n\n\n\n<p>Both Mattel and Sonos emphasized that organizations looking to adopt inclusive design principles should start with small, focused steps.<\/p>\n\n\n\n<p>For Sonos, this meant examining demographic gaps between their current customer base and the addressable market, beginning with gender representation. Internally, they aligned stakeholders to identify opportunities for immediate impact, from product design to distribution and marketing.<\/p>\n\n\n\n<p>Mattel\u2019s journey began with internal insights: employees noting that their designs didn\u2019t represent themselves or their families. Every moment became an \u201cAha\u201d moment, how can we continue to ensure representation across the brand?<\/p>\n\n\n\n<figure class=\"wp-block-pullquote is-style-coral_large_quote\"><blockquote><p>&#8220;DEI should be thought of as a lens by which we do every business process.&#8221;<\/p><cite><a href=\"https:\/\/seramount.com\/person\/mason-williams\/\">Mason Williams, Global Head of Diversity, Equity, and Inclusion at Mattel<\/a><\/cite><\/blockquote><\/figure>\n\n\n\n<p>Williams noted, \u201cDEI should be thought of as a lens by which we do every business process not just designing of the toys but the way we design our workforce, the way we design our workspaces, the way that we think about how we interact with each other in meetings\u201d.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-measuring-success-and-staying-accountable\"><strong>Measuring Success and Staying Accountable<\/strong><\/h2>\n\n\n\n<p>Both organizations highlighted the importance of disciplined accountability in sustaining progress. Mattel leverages balanced scorecards to evaluate representation across its product lines while utilizing social listening tools to gauge public sentiment. For example, Hot Wheels and fidget spinners have resonated strongly with the neurodiverse community\u2014a reflection of the brand\u2019s commitment to inclusivity.<\/p>\n\n\n\n<p>Sonos, on the other hand, uses dashboards filtered by gender to monitor satisfaction scores and evaluates internal efforts, such as the success of inclusive customer research conversations. Small incremental steps, they noted, lay the foundation for systemic change.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-business-case-for-inclusive-design\"><strong>The Business Case for Inclusive Design<\/strong><\/h2>\n\n\n\n<p>Katie Mooney reminded attendees of the broader business imperative: inclusive design not only taps into new markets but also reinforces profitability and brand loyalty. \u00a0<\/p>\n\n\n\n<p>Sonos has reframed its approach to inclusive design to focus on inclusion as a core business practice, not an afterthought. Instead of asking, \u201cHow can we integrate DEI into our practices?\u201d, the company asks, \u201cWho else do we need to speak with? Who else can we involve in this research?\u201d This shift in perspective ensures a more comprehensive understanding of customers, particularly those who may have been historically excluded. It\u2019s a mindset that prioritizes collaboration, creating a product that resonates broadly while serving specific identities authentically.<br><\/p>\n\n\n\n<p>At Mattel, the philosophy of \u201cpeople, product, and purpose\u201d anchors its inclusive design strategy. Mason Williams described this evolution: \u201cFirst, making sure that we take care of our people. Second, ensuring that we represent the world as we see it\u2014and that our products reflect that same vision. Third, bringing it all back to the purpose: that play is for everyone.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-pullquote is-style-coral_large_quote\"><blockquote><p>\u201cIt\u2019s no longer about pulling the DEI lever to confirm inclusivity. Instead, inclusivity is simply the way we do things.\u201d<\/p><cite><a href=\"https:\/\/seramount.com\/person\/mason-williams\/\">Mason Williams, Global Head of Diversity, Equity, and Inclusion at Mattel<\/a><\/cite><\/blockquote><\/figure>\n\n\n\n<p>Williams shared how DEI has moved from being a standalone initiative to being deeply ingrained in Mattel\u2019s operations. \u201cIt\u2019s no longer about pulling the DEI lever to confirm inclusivity. Instead, inclusivity is simply the way we do things.\u201d This shift ensures that inclusivity is not just a consideration but an expectation at every level of business.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-looking-ahead\"><strong>Looking Ahead<\/strong><\/h2>\n\n\n\n<p>This webinar was a powerful reminder that inclusive design is more than a strategy\u2014it\u2019s a mindset. Whether through dolls that reflect diverse abilities or audio products that resonate with underrepresented groups, the future of inclusive design promises a more equitable and innovative world.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As part of Seramount&#8217;s ongoing commitment to fostering collaboration and knowledge-sharing among DEI leaders, the recent webinar &#8220;Thinking Bigger about DEI: The Executive Playbook on Inclusive Design&#8221; offered invaluable insights into the evolving landscape of inclusive design. Hosted as a Member Connect session\u2014a hallmark of Seramount\u2019s partnership approach\u2014this event provided a platform to delve into [&hellip;]<\/p>\n","protected":false},"author":8080,"featured_media":52341,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[366,9,5,11],"tags":[614,135],"class_list":["post-52340","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dei-strategy-and-measurement","category-employee-experience-and-culture","category-employee-resource-groups-ergs","category-future-of-work","tag-inclusive-leadership","tag-neurodiversity"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.5 (Yoast SEO v26.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Think Bigger: Lessons from the Executive Playbook on Inclusive Design | Seramount<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/seramount1stg.wpengine.com\/articles\/think-bigger-lessons-from-the-executive-playbook-on-inclusive-design\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Think Bigger: Lessons from the Executive Playbook on Inclusive Design\" \/>\n<meta property=\"og:description\" content=\"As part of Seramount&#8217;s ongoing commitment to fostering collaboration and knowledge-sharing among DEI leaders, the recent webinar &#8220;Thinking Bigger about DEI: The Executive Playbook on Inclusive Design&#8221; offered invaluable insights into the evolving landscape of inclusive design. 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