Shaping the Future: The Evolving Role of Universal Design in an Interconnected World

Think of it as financial inclusivity at its finest. Whether you’re navigating a banking app, using an ATM, or reading financial documents, universal design ensures these experiences are smooth and intuitive. In essence, universal design in financial services is like having a personal financial concierge for everyone. It’s about making sure every interaction is seamless, every service is accessible, and every customer feels valued.

So, the next time you’re using a financial service that just feels right, chances are, universal design is at work behind the scenes. Cool, right?

THE POWER OF UNIVERSAL DESIGN 

While great design always follows core principles, the way we approach design is evolving to meet the needs of a more diverse, interconnected world. That’s where universal design comes in. We believe in an approach to problem-solving that not only manages complexity but also adds joy to the user experience. The ability to create something that resonates deeply with people, making their lives easier, more enjoyable, or more meaningful, that makes design so special.

As the world becomes more interconnected and diverse, the need for universal design is growing. It is no longer enough to design for just one group or demographic. Universal design is about creating products, services, and experiences that work for everyone, regardless of age, ability, or background. 

By embracing inclusivity, companies can enhance customer satisfaction, foster loyalty, and open doors to new markets, all while reducing barriers for consumers. This approach not only supports economic growth but also ensures no one is left behind.

Ultimately, universal design means ensuring that everyone, regardless of individual needs or circumstances, can access and benefit from the products and services available. It’s about expanding your market reach and improving lives through thoughtful, adaptable solutions. 

Our designers have developed a comprehensive universal design framework that accelerates the creation of inclusive solutions. They live, breathe, and follow it every day.

This framework goes beyond just accessibility – it's about designing inclusive solutions that not only meet regulatory requirements but create impactful, enjoyable experiences for all users.

"Great design is about creating an impact that truly matters to everyone.”

IT’S IMPORTANT TO BOTH CUSTOMERS AND BUSINESSES

In today’s digital-first world, providing accessible and user-friendly financial services is no longer just a nice-to-have; it’s essential for meeting the diverse needs of all customers. For businesses, adopting universal design isn’t just about compliance, it’s a strategic investment that drives growth and fosters customer loyalty.  

By considering diverse needs from the outset, companies can provide inclusive experiences 
that accommodate a wide range of customers, from those with visual or cognitive impairments to those with physical challenges. Universal design simplifies complex financial systems, breaking down barriers that may prevent customers from fully understanding their options.

For businesses, universal design opens-up new markets by making products and services accessible to a wider range of customers, including those with disabilities or unique needs. This inclusivity can attract a broader demographic, expanding your customer base and driving growth.

AN OPPORTUNITY FOR BANKS AND FINANCIAL INSTITUTIONS

A 2024 poll of UK consumers by Smart Money People found that most (84%) had seen no difference in service from financial providers in the year following the implementation of the FCA’s Consumer Duty.¹ Universally designed financial products and services that can accommodate individuals’ diverse needs, particularly as the UK’s banking sector increasingly shifts to digital-first solutions, offer a potential remedy to this perceived inertia. 

Banks today are subject to intense competitive and regulatory pressures, to stay relevant they need to continually reinvent what they offer customers and memorable and distinctive customer experiences. This transformation imperative is challenged by the increasing volume of vulnerable customers banks must serve, as well as the increasing complexity and variation in the types of vulnerability presented.

To meet their moral and regulatory obligations to the vulnerable, while still executing on mission-critical transformations, banks need to ensure that consideration of vulnerability is a core component of transformation planning and execution. This new transformation playbook priorities identifying the dynamic and transitory nature of vulnerability, empowers colleagues and customers in the search to find practical solutions, and embeds the consideration of vulnerability into design and innovation practices.

Ultimately, the sharp rise in the number of vulnerable customers in recent years, while complex and demanding to respond to, represents a business opportunity for banks. The firms that design new products and service models to better support vulnerable customers will win their loyalty, and that of their support networks – and do some good in the world at the same time.

READY TO TRANSFORM YOUR DESIGN APPROACH?

Are you looking to evaluate your experiences against universal design principles or wanting to design a complex customer journey? Our flexible approach puts users and customers at the heart of business decision-making, driving not only great experiences but also tangible business results.

Alongside our advisory services, we have a range of accelerators to support universal design transformation, ensuring a greater human focus to serve customers better. We prioritise four key areas of expertise that not only address traditional design needs but are also grounded in the principles of universal design – ensuring that every solution we create is inclusive and accessible to a broader audience:

• Experience Design – creating well thought out, end-to-end experiences that customers truly love. Specialist skills in Service, UX and UI design, prototyping and user testing
• Product & Proposition – establishing a clear understanding of target market, competitors and audience needs to design propositions that address them through new products and services
• Applied Research – market and customer research powered by specialist qualitative and quantitative methods to drive new product development and business model innovation
• Communication Design – with a strong focus on storytelling, we provide specialist skills in copywriting, art direction, motion graphics and animation.

HOW CAPCO CAN HELP?  

If you’re interested in our universal design proposition or want to create human-centered solutions that solve real problems and drive meaningful change, Capco is ready to collaborate with you. With our award-winning expertise and flexible approach, we’ll help you deliver experiences, products, and strategies your customers will love. Contact us today to begin your design journey.


References

¹ https://smartmoneypeople.com/resources/article/customers_see_little_impact_consumer_duty

19 March 2025

Authors: James Lacey &Costa Stathis