We believe technology should meet people as they are—not just as ideal users in a perfect world.
That means designing and choosing products that don’t assume too much, ask too much, or exclude too many.
Because not everyone moves at the same pace. Not everyone feels confident with tech. And not everyone experiences the digital world in the same way.
So we start with one simple question:
Does this work for more people—not just more power users?
Why Inclusion Matters
Today, so much of tech is built to impress… but not always to include.
We’ve seen how easily people are left out—whether it’s older adults struggling with tiny screens and confusing menus, or someone with limited mobility trying to use a product that assumes too much dexterity. Even shopping online can be difficult if you don’t know the lingo, can’t see well, or just don’t feel comfortable navigating it all.
In the rush to innovate, accessibility is too often treated as an afterthought.
We don’t think that’s good enough.
What Inclusion Means to Us
Inclusion isn’t a label we place on a few niche products.
It’s a mindset we carry into everything—how we design, how we curate, and how we serve.
It means we look for:
- Clear, legible displays and controls that don’t rely on tiny fonts or colour cues alone
- Products with voice control, tactile feedback, or accessible app interfaces
- Simple user experiences that respect those who are new to tech or still learning
- Support guides that use plain language—not jargon or assumptions
- Web experiences designed for screen readers, keyboard navigation, and easy browsing
But beyond the specs and interfaces, inclusion also means this:
- We never assume everyone’s the same.
- We never design just for speed, but for understanding.
- We don’t reward complexity—we look for clarity.
Who This Serves
- Older adults who’ve been left behind by overly complex interfaces.
- People with disabilities, whether visible or invisible.
- Those without fast internet, or without the latest device.
- People with limited literacy, digital confidence, or visual clarity
- Anyone who’s ever felt ignored or overwhelmed by tech
In short: anyone who just wants things to be a little more thoughtful. A little easier to grasp. A little more human.
How We Carry This Forward
We’re not perfect. But here’s what we hold ourselves to:
- We test for accessibility in our product pages and site design.
- We choose products with diverse users in mind.
- We explain things clearly, so no one feels excluded just because they’re new.
- We invite feedback, especially from those who feel underrepresented.
- We stay open to learning, adjusting, and doing better.
Because tech should never feel like a locked door. And shopping for it shouldn’t either.
