Inclusion by design: diversity as the path to innovation
Client
Social Media Platform
Social Media Platform
Sector
Technology, Media & Telecom
Technology, Media & Telecom
Type of service
Opportunity Discovery
Opportunity Discovery
InclusivityDigital AccessibilityGlobal Product Optimization
The Challenge
A major visual Social Network platform has made strides in developing features intended to enhance user experience across various markets. Initial initiatives included new search functionalities that were introduced and expanded globally. More recent efforts involve introducing advanced features aimed at increasing user inclusivity. While the platform has tracked various metrics related to these features, there has been limited qualitative research on user engagement and satisfaction, as well as broader societal impacts in different regions. This research aims to deepen the understanding of these aspects to inform future developments.
Our Approach
1
The 3 markets
In our journey to understand global perspectives on inclusion and diversity, we embarked on an extensive study across three distinct countries: Brazil, Germany, and Japan. Our objective was to unravel the nuances of how these concepts are perceived in each market, especially in the context of social media and digital interactions. To achieve this, our research unfolded in three main phases
2
Online Diaries
This phase was designed to capture the initial perceptions and daily interactions of respondents with social media. Participants were asked to maintain online diaries, providing insights into their usage patterns and their views on inclusion and diversity, both online and offline. Additionally, they created visual boards related to inclusion and diversity, offering a rich, visual representation of their thoughts and experiences.
3
60-Minute In-depth Interviews
The second phase delved deeper into personal perspectives. Through 60-minute in-depth interviews, we explored how individuals relate to diversity and inclusion on a more personal level. These discussions also shed light on the influence of social media in shaping their views and how this Social Network fits into this landscape.
4
Co-Creation Sessions
The final phase involved co-creation sessions, where participants were invited along with their friends to actively participate in the conceptualization process. These collaborative sessions were aimed at generating ideas that could help in designing a digital product that is not only better in functionality but also rich in diversity and inclusivity. This hands-on approach allowed us to glean authentic, actionable insights directly from our target audience, ensuring that the product adaptations resonate well with diverse user groups across different cultures and backgrounds.
Outcomes
Here are three main outcomes and their impacts on our client and its users worldwide:
Increased User Engagement and Satisfaction: Enhancing the platform’s inclusivity features is expected to improve user engagement and satisfaction by addressing diverse needs and preferences.
Broader Market Reach and Opportunities: Understanding regional perspectives helps in tailoring features to align with local sensitivities, potentially opening up new user demographics and growth avenues.
Improved Brand Image and Leadership: Demonstrating a commitment to inclusivity can positively impact the platform’s reputation and foster stronger relationships with users and stakeholders.
Increased User Engagement and Satisfaction: Enhancing the platform’s inclusivity features is expected to improve user engagement and satisfaction by addressing diverse needs and preferences.
Broader Market Reach and Opportunities: Understanding regional perspectives helps in tailoring features to align with local sensitivities, potentially opening up new user demographics and growth avenues.
Improved Brand Image and Leadership: Demonstrating a commitment to inclusivity can positively impact the platform’s reputation and foster stronger relationships with users and stakeholders.
