How do common design decisions affect different people?
Neurodiversity is a term that refers to the different ways the brain can work and interpret information. It highlights that people naturally think about things differently.
There are ways that we can design better for everyone that avoid designing against neurodivergency.
Reduce sensory overload
Flashing animations, videos and audio that auto-play, unreadable fonts, and complex patterns. All of these examples cause sensory overload for neurodivergent users.
Too much information being presented at once can lead to an inability to process, and a subsequent lack of engagement with your product. In summary, keep it simple, focus on what you want users to understand from each site page.
An example in practice. When working with Imperial College London, we wanted the homepage of their website to reflect their innovative and bold brand. We used video content in the hero, but gave users the control to pause and play.
Avoid unnecessary constraints
Arbitrary time constraints, for example to complete a form, cause stress and anxiety for people who take a bit longer to process information. This can lead to missed opportunities, failure to pay bills or worse.
Trying and failing adds to a demotivating experience for people when using your product or service.
Don’t make opting out difficult
It goes without saying that deceptive design patterns are bad, but they can especially impact those who are neurodivergent.
Take an example where you are only able to cancel an online service via a phone call. This is a pain for anyone, but can be near impossible for someone with executive dysfunction. What should be a simple task, now involves planning (calling between certain hours), prolonged focus (waiting on hold) and answering multiple unexpected questions over the phone.
Commonly referred to as ADHD tax, or neurodivergence tax, deterrents like these on your site or service can end up costing neurodivergent people more money and time in their day to day life than others.
Why is this so important?
Neurodiversity includes conditions like ADHD, Autism and Dyslexia, and also includes instances where neurodivergency is acquired, like Dementia. In the UK, it is estimated that 1 in 7 people are neurodivergent, however, the number of diagnoses of neurodivergent conditions are rising year on year.
It is becoming increasingly important to consider a neurodiverse audience in your designs. To ignore their requirements is to alienate a significant part of your potential market. Not only this, but designing with neurodivergent people’s interests in mind creates a better experience for everyone.
