Universal design is an approach for designers to make products and services accessible and usable for the largest possible audience without needing adaptation or specialized design. Designers use its seven principles to create a solution catering to as many users as possible.
UX content strategist, architect and consultant Katrin Suetterlin explains the philosophy behind universal design in this video.
Universal UX design is rooted in 1970s’ architecture. Ron Mace, who coined the term “universal design,” advocated for the design of environments that all individuals can access, regardless of their abilities. A group at The Center for Universal Design at North Carolina State University developed the concept further in 1997.
Universal design is closely related to accessibility. The belief that accessibility and usability go hand in hand is the foundation of universal design. Flexibility, adaptability, and simplicity are vital parts of it. As a designer, you can stretch these to the greatest extent in products or services everyone should be able to access and use. The question of the users’ ability and background shouldn’t matter.
An example of Universal Design in architecture. Note how the diagonally-cut gradient of the ramp affords a gentle slope for wheelchair users and anyone else who may need it, such as someone with a suitcase on wheels.
© Spire Digital, Fair Use
Universal design, inclusive design, and design for all share common ground. Universal design and inclusive design are often confused. In universal design, you create a single solution to accommodate a wide range of users, including many factors to satisfy the most users possible. Additionally, you incorporate insights about the users’ physical and cognitive abilities, age, gender, race, and ethnicity into the design of one experience. This will be a product or service that they all can access, use and enjoy.
In design for all, you build accessible features into your design from early in the design process. It’s an approach that considers the needs of all users and allows for variations of one design so as to reach them all. By including users with disabilities early on, you ensure you consider their needs and cater to them in full, rather than revisit them later with adjustments to your initial release.
On the other hand, inclusive design goes further. In inclusive design, you go the extra mile to target the needs and experiences of groups that “mainstream” design often marginalizes or excludes. When you set out to create an inclusive design, you especially account for the diverse perspectives and backgrounds of your users. In your design process, you include users from different ethnicities, genders, and/or with cultural differences, varying language abilities and preferences, and more. Inclusive design results in products and services that all users find accessible, usable, culturally sensitive, and welcoming. However, you may provide multiple design solutions—not just one—per project to cater to different user groups.
The seven principles of Universal Design.
© Interaction Design Foundation, CC BY-SA 4.0
Equitable Use: Design products and services that people of all ages, sizes, and abilities can use.
Bluetooth’s homepage has an option to select the language (world icon, top right). The equitable use is that users can enjoy the experience on the site even if they do not speak English.
© Bluetooth, Fair Use
Flexibility in Use: Design products and services that users can use in multiple ways to accommodate different user preferences and abilities.
Evernote’s homepage offers flexibility in use via options to select. Users can approach Evernote in different contexts, for personal projects or for professional, team-based ones.
© Evernote, Fair Use
Simple and Intuitive Use: Design products and services with an intuitive interface that users find easy to understand and use.
Uber’s ultra-easy Ride section offers users the quick convenience of pickup location and destination.
© Uber, Fair Use
Perceptible Information: Design products and services with clear communication to ensure users have the information they need to use the product successfully.
Trello clearly informs users what to do to get started.
© Trello, Fair Use
5. Tolerance for Error: Design products and services with built-in safeguards. Help prevent users from making mistakes or encountering unexpected results.
Google’s Gmail offers an Undo feature; for a few seconds, users can recall messages.
© Google, Fair Use
In this video, Senior UX consultant Vitaly Friedman shares tips on how to minimize errors by maximizing clarity.
Low Physical Effort: Design products and services that demand minimal physical effort to use.
Google Docs offers Keyboard shortcuts for users to work with Google Sheets more efficiently.
© Google, Fair Use
Size and Space for Approach and Use: Design products and services with enough size, space, reach range, or manipulation area for a variety of user needs and abilities.
WordPress’s homepage offers users generous amounts of space to access desired dropdowns (at the top of the webpage).
© WordPress, Fair Use
Like any design approach, universal design has its pros and cons:
Increased Accessibility: Products and services become accessible to an extremely wide range of users. These include people with disabilities, but also others who can enjoy your design’s benefits—for example, video subtitles help hard-of-hearing users as well as viewers whose first language isn’t English or users in noisy environments.
Broader User Base: Universal design can expand the potential user base and reach a larger audience. That’s because it considers such diverse user needs.
Improved User Experience: Universal design principles promote usability, simplicity, and flexibility. The result is a better overall user experience for all users.
Legal Compliance: As universal design follows accessibility standards and guidelines, your design can comply with legal requirements.
Future-Proofing: You design with flexibility and adaptability in mind. So, your design will be able to meet evolving user needs and technological advancements.
Google’s iconic website is an example of universal functionality that accommodates an extremely wide user base with such customizable options as Dark Mode. It can suit users who prefer it because it may be easier on the eye for them, or “just because” (it’s more to their taste).
© Google, Fair Use
Design Complexity: It can be hard to design for a broad range of users in a single design. It also may call for more effort and resources to maintain it.
Balancing Trade-Offs: Universal design often involves trade-offs between catering to different user needs. That can be a delicate balance to achieve. One risk can be a one-size-fits-all product that may be difficult to market to people.
Education and Awareness: You need to teach designers and stakeholders about the principles and benefits of universal design.
Testing and Validation: You may need to do extensive user testing. This may be more than the usual to identify potential usability issues and validate a truly universal design.
6 steps to start with Universal Design
© Interaction Design Foundation, CC BY-SA 4.0
Here are steps you can follow to build the Universal Design principles into your designs:
Conduct User Research
Include semi-structured interviews and usability testing in your in-depth UX research. Be sure to involve individuals from different backgrounds, abilities, and cultures. That way, you’ll gain deep insights into their diverse needs and experiences. With a comprehensive understanding of these user needs, you can start to build towards your design. You’ll be able to accommodate a broad range of experience, knowledge, language, and skills.
Define Inclusive Personas
Create personas that represent as diverse a range of users as possible. Consider factors such as age, ability, gender, race, ethnicity, and language preferences. Make sure your personas reflect an extremely wide user base. You should be able to empathize with different user perspectives and design accordingly with them.
Prioritize Accessibility
Follow the Web Content Accessibility Guidelines (WCAG) to make sure your design is up to standard. For example:
Provide alt text for multimedia content.
Ensure assistive technologies can use your design.
Ensure proper color contrast.
Use clear and concise language to communicate necessary information.
Design for keyboard accessibility.
Accessibility is also about the contexts of use. Users of all ability levels will face challenges in certain environments. These could be busy, highly distracting, or even potentially dangerous situations. For example, consider a car navigation app. How much information should you include in your interface? It should be appropriate to communicate effectively, and safely. So, keep in mind your users’ concentration level, fatigue, and other factors.
Design for Flexibility and Adaptability
Flexibility and adaptability are fundamental universal design principles. So, aim to create an interface that accommodates different user preferences and abilities. These can include features such as adjustable font sizes, customizable color themes, and multiple navigation options. This is where those UX design principles and design patterns come in. So, create handy features, nice-to-haves, and redundant ways of achieving goals. Make sure you do it effectively to the users, though, so that these are obvious. When you provide flexibility and high discoverability, you empower your users. They’ll be able to personalize their experiences based on their unique needs.
Test with Diverse User Groups
Test your design with individuals with different abilities, cultural backgrounds, and perspectives. That way, you can gather valuable feedback and identify potential usability issues. For example, does your design communicate necessary information effectively? Does it prevent accidental or unintended actions? What skills or current concentration do users need? Do users who find your design difficult share common characteristics? (For example, do they not speak English as a first language?) Does your design account for potential hazards and adverse conditions, which some users may find themselves in? Can they achieve their goals with a minimum of fatigue? Does your design minimize hazards? You can then use this feedback to refine and improve things until the design is easy to use for everyone.
Iterate and Improve
Universal design is an iterative process. So, continuously gather feedback, evaluate your design’s effectiveness, and make improvements based on user insights. Keep a user-centered approach and be open to feedback. That way, you can create more inclusive and user-friendly experiences over time.
Prioritize Clear and Concise Communication
Use plain and concise language. Information needs to be easily understandable for all users. Avoid jargon, complex terminology, and ambiguous instructions. Provide clear and concise labels, headings, and instructions to guide users through the interface.
Collaborate with Accessibility Experts
Work closely with accessibility experts and consultants. They can ensure that your designs meet accessibility standards and guidelines. They can also provide valuable insights and guidance throughout the design process.
Educate and Advocate for Universal Design
Promote the importance of universal design within your organization and industry. Teach stakeholders, colleagues, and clients about the benefits and principles of universal design. You can drive positive change and create a more inclusive design culture with universal design.
Remember, you’ll need continuous iteration, user feedback, collaboration and more to make a truly effective universal design. But it’s worth it. As technology continues to evolve, the need for universal design will only grow. What’s more, the continued rise of voice interfaces, augmented reality, and virtual reality presents new opportunities—and challenges—for creating universally appealing experiences.
Watch the How to Design for Neurodiversity: Inclusive Content and UX Master Class webinar by UX Content Strategist, Architect and Consultant Katrin Suetterlin.
Read our piece, Learn to Create Accessible Websites with Universal Design.
Watch Vitaly Friedman’s Master Class webinar on Complex UI Design: Practical Techniques.
Explore more of the Universal Design vs. Inclusive Design aspect in this insightful article by Genís Frigola Universal design, inclusive design, and equity-focused design.
Find further insights in this thought-provoking piece, What is the Difference Between Universal Design, Inclusive Design, and Equity-Focused Design? by Tarun Bhasin.
Universal design means creating products, services, and experiences that work well for everyone, regardless of age, ability, or background. It’s about designing from the start to include everyone—so people don’t need special versions or workarounds to use something.
In UX (user experience) design, that might mean clear navigation for screen reader users, readable fonts for people with low vision, or simple language for non-native speakers. It also includes designing for different devices, tech skills, or attention spans.
Think of it like curb cuts in sidewalks. Originally made for wheelchairs, they help everyone—from parents with strollers to travelers with suitcases. Universal design works the same way: when you design for inclusion, everyone benefits. It’s about broad usability.
Enjoy our Master Class How to Design for Neurodiversity: Inclusive Content and UX with UX Content Strategist, Architect and Consultant Katrin Suetterlin.
Watch as Katrin Suetterlin explains the difference between universal design and inclusive design:
Universal design, accessibility, and inclusive design have a common aim—to create better, fairer experiences—but they approach it in different ways.
Universal design means designing something that works well for everyone. It’s proactive and broad, like using simple layouts, readable text, or intuitive controls that suit all users. The intention behind universal designs is to suit everyone, regardless of their background or ability.
Accessibility focuses on removing barriers for people with disabilities. It’s often about meeting specific standards—like adding alt text, keyboard navigation, or screen reader support—so everyone can access and use a product. Users with disabilities are the focus, but all users benefit from the implementation of accessible design. For example, captions help users who have no discernable hearing disabilities hear in loud environments.
Inclusive design centers on diversity. It recognizes that users have different needs and actively involves underrepresented groups in the design process. The goal is to include more voices and avoid bias from the start of the design process.
A helpful analogy might be that universal design sets the foundation, accessibility ensures no one is left out, and inclusive design makes sure everyone feels considered.
Enjoy our Master Class How to Design for Neurodiversity: Inclusive Content and UX with UX Content Strategist, Architect and Consultant Katrin Suetterlin.
Watch as Katrin Suetterlin explains the difference between universal design and inclusive design:
The 7 principles of universal design guide designers in making products, environments, and experiences usable for as many people as possible—regardless of ability, age, or background. They are:
1. Equitable use: The design is useful to people with diverse abilities—no one feels excluded.
2. Flexibility in use: It accommodates a wide range of preferences and abilities, like offering multiple ways to interact.
3. Simple and intuitive: The design is easy to understand, no matter a user’s experience or knowledge.
4. Perceptible information: It communicates clearly through different modes—visual, auditory, or tactile.
5. Tolerance for error: The design minimizes risks and consequences of mistakes.
6. Low physical effort: Users can use it comfortably and efficiently with minimal fatigue.
7. Size and space for approach and use: People of all shapes, sizes, and mobility levels can reach, enter, and use it.
These principles help designers build systems that include everyone from the start.
Enjoy our Master Class How to Design for Neurodiversity: Inclusive Content and UX with UX Content Strategist, Architect and Consultant Katrin Suetterlin.
Watch as Katrin Suetterlin explains the difference between universal design and inclusive design:
To design interfaces using universal design, focus on creating one experience that’s usable by the widest range of people, without the need for adaptation. Start with simple layouts, consistent navigation, and clear, easy-to-understand interactions. Use high-contrast colors, scalable text, and flexible input methods (like mouse, keyboard, or touch).
Avoid features that rely on a single sense (like sound only). Instead, offer multiple ways to access content—visual, auditory, and tactile. Also, make sure the design stretches to accommodate people with different levels of strength, mobility, or cognitive ability, without requiring customization.
For example, some of Apple’s universal design strengths are in built-in zoom settings, voiceover, and switch control.
Enjoy our Master Class How to Design for Neurodiversity: Inclusive Content and UX with UX Content Strategist, Architect and Consultant Katrin Suetterlin.
Watch as Katrin Suetterlin explains the difference between universal design and inclusive design:
User research plays a foundational role in universal design; it helps designers understand the full range of human diversity before they build anything. Universal design aims to create one solution that works for the widest group possible. So, designers need real insights into how different people think, move, see, hear, and interact if they are to accommodate the most users.
Research reveals barriers that standard assumptions often miss. By including people of different ages, abilities, and contexts, designers can identify design choices that are universally effective—not just “average user” friendly. For example, user research might show that voice input benefits both people with mobility impairments and users in hands-busy situations.
This isn’t about tailoring for one group—it’s about removing friction for everyone. That’s why universal design starts with understanding people, not just checking boxes.
Enjoy our Master Class How to Design for Neurodiversity: Inclusive Content and UX with UX Content Strategist, Architect and Consultant Katrin Suetterlin.
Watch as Katrin Suetterlin explains the difference between universal design and inclusive design:
Universal design helps users with disabilities by designing from the beginning to work for as many people as possible—without the need for adapting a product or making special versions of it.
For example, creating touch targets large enough for everyone, avoiding reliance on color alone to convey information, or offering intuitive layouts benefits all users—including those with visual, motor, or cognitive differences. However, the goal isn’t to adapt for one group—it’s to avoid exclusion altogether.
That sets universal design apart: it doesn’t single out disability. It assumes variability is normal and that good design should accommodate it as a matter of course. So, users with disabilities benefit not because they’re treated differently—but because they’re treated as part of the design from the start.
Enjoy our Master Class How to Design for Neurodiversity: Inclusive Content and UX with UX Content Strategist, Architect and Consultant Katrin Suetterlin.
Watch as Katrin Suetterlin explains the difference between universal design and inclusive design:
No, universal design doesn’t slow down the process—it shifts effort to the start to save time and cost later. By aiming to create one solution that works for the widest range of users, universal design reduces the need for retrofits, alternate versions, or post-launch fixes.
Instead of treating accessibility or adaptation as add-ons in the design process, universal design integrates usability for all from the beginning. This approach prevents last-minute changes that often delay projects and increase costs. In fact, products that design teams build on universal principles tend to be more intuitive, consistent, and scalable.
Think of it like laying a solid foundation: it might take a little more time up front, but it supports a stronger, more sustainable product in the long run.
Enjoy our Master Class How to Design for Neurodiversity: Inclusive Content and UX with UX Content Strategist, Architect and Consultant Katrin Suetterlin.
Watch as Katrin Suetterlin explains the difference between universal design and inclusive design:
The best way to test universal design with real users is to involve a diverse range of participants early and often—not just users with disabilities, but people of different ages and abilities, with different cultural backgrounds and tech experience, and in different contexts. Universal design aims to work for everyone, so your testing pool should reflect that breadth.
Instead of segmenting users into “edge cases,” treat human diversity as a design constant. Use real-world scenarios to see how different people naturally interact with your product. Look for points where users hesitate, backtrack, or adapt the experience to make it work for them—those are signs the design isn’t truly universal yet.
Also, focus on observational testing. Let users complete tasks without guidance, and watch how well the design supports them without customization or adjustment. That’s the true test of universal usability.
Enjoy our Master Class How to Design for Neurodiversity: Inclusive Content and UX with UX Content Strategist, Architect and Consultant Katrin Suetterlin.
Watch as Katrin Suetterlin explains the difference between universal design and inclusive design:
Persson, H., Åhman, H., Yngling, A. A., & Gulliksen, J. (2015). Universal design, inclusive design, accessible design, design for all: Different concepts—one goal? On the concept of accessibility—historical, methodological and philosophical aspects. Universal Access in the Information Society, 14(4), 505–526.
This article critically examines four overlapping design approaches—universal design, inclusive design, accessible design, and design for all—highlighting their historical, methodological, and philosophical foundations. The authors argue that despite different terminologies and practices, all these frameworks share the common goal of making systems more accessible to a wide range of users. However, they point out the lack of consensus in definitions and standards, especially in global contexts, which can hinder effective implementation. The paper is influential for synthesizing diverse perspectives into a cohesive discourse and advocating for clearer, more unified terminology in accessibility efforts. It provides a foundational understanding for anyone engaged in UX or accessibility design.
Herriott, R. (2023). The relation of design tools to universal design theory. Journal of Accessibility and Design for All, 13(2), Article 461.
In this article, Richard Herriott explores how tools used in design research relate to the theoretical framework of universal design (UD). Analyzing 256 papers from the Cambridge Workshop of Universal Access and Assistive Technology (2002–2020), the study finds that only a minority explicitly link tools to UD theory. Herriott classifies these papers into four groups, highlighting a gap between practice and theory in the design field. The article calls for clearer articulation of the theoretical foundations underlying tool selection and usage. It is significant for researchers and practitioners in UX and accessibility, promoting greater rigor and transparency in applying UD principles through design methodologies.
Ferreira, A. (2017). Universal UX Design: Building Multicultural User Experience. Morgan Kaufmann.
Alberto Ferreira’s Universal UX Design provides a foundational framework for integrating multicultural considerations into user experience design. This book emphasizes the need to go beyond traditional UX concerns by incorporating socio-cultural and neurocognitive factors into digital product strategies. Ferreira outlines practical methods for predicting user behavior, optimizing design elements, and applying persuasive design across culturally diverse audiences. By addressing the psychological and sociopolitical dimensions of culture, the book enables UX professionals to design more inclusive and globally relevant products. Its value lies in bridging cultural theory with hands-on design practice, making it essential for designers working in international and multicultural contexts.
Here's the entire UX literature on Universal Design by the Interaction Design Foundation, collated in one place:
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