For years, consumers have shared their personal data with digital marketers as they browse the internet and enjoy social media sites. It’s what has made digital advertising a no-brainer and now 47% of all national brand ad dollars.

Every time you hit “accept” on terms and conditions you never read, every time you connect a new app to your Facebook account, and every time you submit your email address to get results on a trending quiz, you are giving away valuable information allowing advertisers to target you in the most personalized way (for you) and most profitable way (for them). Until recently, we Americans have continued to trade convenience and ease for our personal data, even though 59% admit they don’t fully understand how that information is ultimately used by companies.

When you read “inclusive design,” your mind may go immediately to accessibility and compliance. But, it’s so much more than that. Inclusive design is putting people first. It’s designing for the needs of people with permanent, temporary, situational or ever-changing challenges. While you can’t make a short person taller (or, a tall person shorter for that matter), you can adapt the environment so that any challenges are less pronounced.

This is where inclusive design comes in. It’s about being intentional before you even take the first step. It’s an ongoing process and requires doing the work to understand your audience. To put yourself in their shoes and understand their specific needs. Inclusive design is a process, not a result.