The brand experience agency Primacy announced today that it has been included in a new report on Inclusive Design, published by the world’s leading research and advisory firm, Forrester Research Inc.
Whiteboard session reviewing inclusive design

West Palm Beach, FL – Published on April 23, 2019, the report, The Inclusive Design Imperative: Win and Retain More Customers was written to help business leaders “win and retain customers, break into new markets, and get employees more engaged, by prioritizing inclusion.” The author, Gina Bhawalkar, makes note of how inclusive design is good for business, but, “most firms lose out… [and] treat inclusion as merely a compliance ‘check’”. The report is intended to explain why and how firms can establish a foundation of inclusive design practices, and makes specific reference to Primacy’s work on inclusive personas and how they can inform inclusive design practices.

Kurt Gannon, Primacy’s VP of Experience Design said of Inclusive Design, “Any touchpoint an individual has with your brand is either improving upon or detracting from their relationship with your business.” He continued, “Shaping personas is core to any human-centered design effort — but you’ll always focus on audiences central to your project. The challenge when trying to be more inclusive is that any one of your primary personas could leverage assistive technologies, have technical constraints or have any number of ability considerations to design for. You need to be able to step back and look across journeys through all those lenses to identify ways to make sure a website, product, or service, is a great experience for everyone – and it opens the door to new audiences and new business opportunities as well.”  

SVP of Strategy, Mike Stutman added, “At Primacy, strategy, experience design, visual design and accessibility practices work hand-in-hand, driven by data and empathy. Not only does this ensure compliance in highly regulated industries that legally require accessibility, but it also ensures that the widest spectrum of people who seek help from our clients at their moments of need will be able accomplish their goal thanks to anticipation and accommodation of potential technological, physical or cognitive issues. Whether helping a vision challenged cancer patient find the best health provider for their needs or a rural, low bandwidth, consumer with a 5th grade reading level select an insurance product to protect their family, inclusive design is a mindset that increasingly guides all that we do. We’re thrilled to see our thinking and this critical topic reflected by Forrester and hope organizations heed the call to make inclusive design an everyday practice.”

Click here to access the full report via the Forrester website. (Payment or subscription required for access)


About Primacy

Primacy is a full-service digital experience agency that provides unparalleled client service and in-depth industry expertise. We create smarter experiences that connect with people during meaningful moments—building greater value for brands while driving measurable results. 

Primacy works with a diverse range of clients in verticals including consumer, financial services, healthcare, manufacturing, and higher education. Clients include Aetna, Amica, Boston College, Cannondale, Cornell University, Dolby, The Hartford, HMR Weight Management Services Corp., Joslin Diabetes Center, MIT, Mutual of Omaha, Rice University, SCAN Health Plan, Stanley Black & Decker, Tufts Medical Center, UChicago Medicine, University College London and more.  

The company is headquartered in West Palm Beach, with offices in Boston, and Hartford. To find out more, visit

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