Abstract
Have you ever felt that a service or product did not cater your uniqueness? I personally did. As a left-handed person I always struggle trying to use basic products that are designed primarily for right-handed users (such as scissors, notebooks, or even the mouse). Others feel the same for different reasons. For example, Tom, who moves in wheelchair, often finds that many stores are not accessible to him and it is difficult for him to enjoy shopping as other people. Carla often finds that her company’s events do not properly considerate her dietary restrictions as a vegetarian, giving her few choices and making her feel unappreciated. Those examples do not just show personal inconvenience for some customers, but they reflect a broader issue in several companies’ practices: the lack of inclusive actions to meet all customers’ diverse needs.