Webinars
Designing for All: Creating Customer Value via Inclusive Design
A key global trend is the emergence of an “inclusive for all” business model. This webinar will focus on the inclusive design of products, services and experiences, which embraces the core idea that when product offerings are designed to meet the needs of underserved consumers all consumers can benefit. Using examples of brands like OXO’s Good Grips, Nike’s Flyease and P&G’s Herbal Essences, it will demonstrate that how inclusive design can create value for a more diverse customer base. The webinar will discuss the three levels of inclusive design, present a Design, Appraisal, Response, Experience (DARE) framework as a lens by which to understand consumer response to inclusive design, and, highlight key directions and food-for-thought for marketers on how they can incorporate inclusive design principles into brand strategy, product innovation and new product development processes.
speaker
Dr. Vanessa Patrick is the Associate Dean for Research, Bauer Professor of Marketing and Lead Faculty for the Bauer Executive Women in Leadership Program at the Bauer College of Business at the University of Houston. She is a consumer psychologist whose research interests lie in the area of everyday consumer aesthetics and luxury brand strategy. She has published numerous papers in leading marketing, management and psychology journals (see here) and her work is widely covered by the media (see here). She is an Associate Editor for the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology and the Journal of Retailing and on the editorial board of the Journal of Marketing. She has co-edited special issues on design and aesthetics for the Journal of Consumer Psychology (2010) and the Journal of the Association of Consumer Research (2019). She has received three LeRoy and Lucille Melcher Faculty Excellence awards from the Bauer College of Business: the Research Award (2011), Service Award (2016) and Teaching Award (2018) and the university-wide University of Houston teaching excellence award (2020). She was recently appointed a Fulbright Specialist (2019-24) by the U.S. Department of State Bureau of Educational and Cultural Affairs. She is a 2010 MSI Young Scholar.