With the world entering into a digital-driven era, design is no longer just about aesthetics—it is about improving inclusivity and accessibility. When brands are able to build inclusive designs that serve a wide range of demographics, they build trust, reduce frustration, and create smoother user experiences. UK-based charity organisation, Oxfam GB, is leveraging this strategy by creating digital products that are usable by people of all ages, abilities, and backgrounds.

UX Lead at Oxfam GB, Hamed Abdulsalam, believes that adopting inclusive and accessible frameworks in design makes a highly compelling business case. He noted that his brand goes the extra mile, integrating these guidelines to ensure that products genuinely serve the people they are meant to help.

“Accessible design increases reach and creates better user experiences for everyone, not just those with specific needs. At Oxfam GB, these principles are especially critical. We work globally to tackle poverty and injustice, and our digital experiences must reflect the fairness and inclusion we advocate for in society,” he stated.

He added that Oxfam GB constantly takes its users into every bit of decision-making, noting that a good product isn’t just a product that works; it is one that meets users at the point of their needs.

“We’ve made inclusive and accessible design a foundational part of how we operate, not an afterthought. We embed users in every stage of our design process. The feedback we receive from users aren’t just comments—they’re insights that shape our UX decisions. We stripped away unnecessary text, used larger, clearer buttons, and introduced joyful micro-interactions to reduce friction and increase delight.”

Abdulsalam noted that true brand success isn’t just higher conversions—it is about equitable access, reducing frustration, increasing user confidence, and making someone feel seen and understood. He believes this is when digital products become empowering.

He revealed that Oxfam GB has been reaping the dividends since placing a priority on accessible designs, and wants more brands to follow suit.

“Since integrating these principles, we’ve seen clear benefits. A redesign of our donation flow reduced user drop-off from 90% to 10%, especially among older users and those on mobile. More importantly, users tell us they feel better using our platforms—less confused, more confident, and more willing to engage.”

Abdulsalam wants all hands on deck towards redefining user experience through inclusive and accessible design: “At Oxfam GB, we believe inclusive, accessible design is essential to delivering impact. In a sector focused on justice and equity, our digital experiences must embody those values. And when they do, everyone benefits.”

“We call on others in the non-profit space to go beyond compliance and aim for connection. Listen to users, design with empathy, and measure what matters. Because when we include everyone, we build better for all,” he added.