By By Mayokun Ogungbola
Beyond what we see on a screen, representation shapes how users connect with products and determines whether they feel included, respected, or overlooked.
Product design centres on creating user-focused, functional, and aesthetically pleasing products.
However, design is fundamentally about people. Successful products reflect humanity’s diversity.
Representation in design is crucial for building connections, and this approach is not just ethical but also a powerful driver of business success.
Companies with above-average diversity in management reported innovation revenue that was 19% points higher than that of companies with below-average leadership diversity, and 9 percentage points higher EBITDA margins, according to a 2018 Boston Consulting Group study.
My journey as a designer began with the typical focus on mastering the craft, perfecting layouts, choosing the right typography, and understanding the nuances of colour theory.
The goal was always to create professional, user-friendly experiences.
However, as I progressed, a critical realization dawned on me: design decisions carry a weight far beyond mere aesthetics or usability.
They implicitly communicate who is valued, who is considered, and, perhaps most importantly, who is seen.
The unfortunate reality is that many products, often unintentionally, exclude the very individuals they were designing to empower.
Consider the subtle cues that can send powerful messages of such as form fields that offer only Western names as examples, illustrations depicting a singular skin tone, or misaligned visuals that don’t reflect a user’s daily environment can hinder product navigation, especially when the product is not built with assistive technology software in mind (this relates to accessibility).
These details, seemingly minor on the surface, silently convey, “This is not for you” kind of notion.
A personal example is the lack of representation in product visuals. I noticed a persistent gap when tech products were promoted, they almost always featured white hands holding mobile devices.
As a Black creative, this stood out. I brought a friend on board, and together we decided to address it.
We created a free mockup on Figma Community featuring dark-skinned hands holding the latest Android smartphones, so designers and teams could better reflect a broader range of users.
It might seem like a small detail, but when underrepresented people see themselves reflected in the products they use, it builds trust and a sense of belonging. Inclusion often starts with the details, and over time, those details shape culture.
True representation in design transcends the superficial act of “ticking boxes” or fulfilling diversity quotas.
It is about fostering a profound sense of inclusion, ensuring that every individual feels acknowledged and understood.
This connection, born from seeing oneself reflected in a product, cultivates trust and makes the product genuinely relatable.
When users perceive that their unique context was considered in the design process, their engagement soars and their satisfaction deepens.
But the scope of representation extends far beyond visual elements. It encompasses the subtle nuances of microcopy like the names used in examples or suggestions; the deliberate language choices in navigation and instruction; and the critical accessibility decisions that dictate text sizes, contrast ratios, and compatibility with assistive technologies.
The global population of people with disabilities is estimated to be over 1.3 billion, representing a collective disposable income of over $8 trillion annually.
Products that fail on accessibility miss out on this massive market. Moreover, it delves into the cultural assumptions woven into design flows.
Assuming a universal address format or shared holiday celebrations can unintentionally alienate users. Similarly, phrases like “Click to continue” can erect barriers to product adoption, as not everyone navigates using a clicking motion.
The fact that 75% of internet users prefer to buy products in their native language, and over half are even willing to pay more for it, highlights the importance of linguistic and cultural representation in microcopy and content.
The absence of adequate representation can even lead to tangible harm. Imagine health applications that fail to account for the diverse spectrum of skin tones in diagnosing conditions, or financial products that neglect the informal sector realities prevalent in many African nations.
These are not merely design oversights; they represent profound missed opportunities to genuinely address people’s problems in ways that truly matter.
Ultimately, design is not solely about problem-solving; it is about identifying and solving the right problems for real people, in ways that profoundly respect their unique contexts, cultures, and lived experiences.
By integrating representation into our design process from the outset, we empower users rather than marginalize them, transforming products into tools that genuinely enhance lives.
Before I finalize any design today, I engage in a crucial self-interrogation: Who am I truly designing for?
Will they genuinely see themselves reflected in this product? What inherent assumptions am I making, and what potential biases might be subtly influencing my decisions?
Representation is not an afterthought; it is a foundational pillar for crafting products that create a tangible, positive impact. It demands intentionality, deep empathy, and a steadfast willingness to challenge our ingrained defaults.
Because when people feel seen, they engage more deeply, trust more readily, and the product seamlessly integrates into the fabric of their lives, becoming a truly meaningful part of their existence.
As designers, we bear a profound responsibility to ensure that our creations are inclusive rather than exclusive.
We must consciously mirror the rich diversity of realities experienced by those who interact with our products. Design possesses the inherent power to shape how individuals perceive themselves within the broader world. Let us wield that power with unwavering responsibility and purpose.
