Guest Lecture – Dr. Vanessa Patrick
WPCodeAuditorium | November 7th 2024 | 02:00 PM – 04:00 PM
Batch 2024-26 | Participants – 150+
Panellist: Dr. Vanessa Patrick, Associate Dean for Research and Bauer Professor of Marketing, University of Houston, C.T. Bauer College of Business
On November 7th, 2024, Dr. Vanessa Patrick, Associate Dean for Research and Bauer Professor of Marketing, University of Houston, C.T. Bauer College of Business conducted a guest lecture for MBA students (Batch of 2024-26) on Inclusive Design for All: Creating Customer Value via Inclusive Design. She delved into the importance of inclusive design as a strategic approach for brands to meet diverse customer needs, fostering deeper customer value and differentiation in the marketplace. Dr. Vanessa introduced the session by highlighting the two foundational principles of marketing: creating customer value and achieving differentiation. She explained that inclusive design, a concept aimed at meeting the unique needs of various customer segments, encourages brands to go beyond merely catering to the majority. Instead, inclusive design requires recognizing and addressing the diversity within a target audience. She emphasized that inclusive design is essential in today’s market, where consumers expect brands to deliver value that acknowledges all customer segments, not just the mainstream.
Dr. Vanessa further illustrated how leading brands have adopted inclusive design in their product strategies. She discussed Herbal Essences’ tactile labelling, designed to support visually impaired consumers in identifying their products, and XBOX’s Adaptive Controller, which offers greater accessibility for users with physical disabilities. These products demonstrate how brands are moving toward inclusive design to ensure that diverse customer needs are accommodated. She also highlighted Microsoft’s efforts in inclusive technology, showing that major players in the industry are investing in solutions that allow everyone, regardless of their abilities, to benefit from their products. Dr. Vanessa further discussed the evolution of inclusive design, explaining how it progresses through different levels of customer engagement. The first level focuses on providing access, as seen in mandatory accessibility regulations in the U.S. that require public places to have ramps and braille menus. At the next level, brands work toward fostering engaged participation. Here, companies like Fenty Beauty lead the way, offering more than 40 shades of foundation that serve a broader spectrum of skin tones and ensure that more consumers feel represented and included. Finally, inclusive design reaches its most advanced form when it empowers individual success, as seen in Nike’s EasyOn shoes, which are designed to be easily worn by individuals with limited dexterity. As inclusive design advances from one level to the next, the level of mismatch between the product and the diverse needs of its users decreases significantly, fostering a more seamless user experience.
Dr. Vanessa’s guest lecture impacted the students by encouraging them to see inclusive design as more than just a trend. Instead, she positioned it as a vital component of value creation in marketing, bridging the gap between theory and practice. Through her insights and the examples, she shared, she equipped the students with a deeper understanding of inclusive design’s role in modern marketing, preparing them to think critically about how they might apply these principles in their careers.
Key Takeaways:
“The guest lecture emphasized the significance of understanding and catering to diverse customer needs, encouraging us to create value beyond just the majority.” – Akash Pandey, MBA-IB (24-26)
“Dr. Patrick’s insights on inclusive design challenged us to think innovatively about meeting unique customer needs and creating differentiation.” – Varad Patil, MBA-SM (24-26)
“The levels of inclusive design provided a clear roadmap for delivering value inclusively, helping us envision practical applications in marketing strategies.” – Ananya Dubey, MBA-AB (24-26)
