Designing more innovative products and services in particular calls for an approach that merges user-centred design, inclusive design and ergonomics. This means engaging with consumers from early on in new product development – rather than simply presenting a prototype for testing right at the end. More significant design changes are possible this way.

Business Gateway’s free guide to designing for your customers explains how user-centred, inclusive design can support social equality and broaden your customer base. The introduction of anti-discrimination laws and the ageing UK population mean that designing against exclusion is becoming a more pressing priority for businesses.

Yes, if you are thinking about starting, or already run, a business in Scotland.

This is a free and impartial service.

Any business based in Scotland, at any stage in its life cycle.

Set aside 10 minutes to read Business Gateway’s guide to designing for your customers.

Always design with inclusion in mind. It’s important to avoid excluding users who are less mobile or dexterous, less affluent or less tech-savvy, or who belong to cultural minorities.

Visit the Business Gateway website for more advice on designing for your customers.