At HLK, MOVES isn’t just an internal conference; it’s where our people challenge each other to think differently, spark fresh perspectives and explore ideas that move brands forward. This year, Danielle Magoc, CX Director, Mike Pringle, Application Architect and Natalie Boesch, Quality Assurance Engineer, led an eye-opening workshop that reminded us why empathy is one of the most powerful tools in design and marketing.
Stepping Into Barriers to Understand Inclusion
Their session, Empathy by Design: Experiencing Barriers to Build Inclusive Campaigns, put participants in the shoes of people navigating a wide range of disabilities — both permanent and temporary. Through interactive stations, teams experienced firsthand how vision, hearing, mobility and cognitive challenges can change the way people interact with the world around them, including with campaigns, apps and websites.
From deciphering low-contrast type to navigating spaces blindfolded, every challenge revealed how design decisions — sometimes small, sometimes structural — can either include or exclude audiences. Participants walked away with more than just an appreciation for accessibility; they gained a deeper understanding of how empathy fuels better creative problem-solving.
Why It Matters for Brands
Inclusive design isn’t just about compliance; it’s about creating meaningful connections. Danielle, Mike and Natalie proved that when brands remove barriers, they open doors to broader audiences, richer engagement and stronger trust. With 1 in 4 U.S. adults experiencing some type of disability and more than 1.3 billion people worldwide living with a significant disability, accessibility is no longer optional — it’s essential.
How This Moves Us Forward
Workshops like this one embody the spirit of MOVES: HLKers teaching HLKers, sharing expertise that not only sharpens our skills but directly impacts the way we move clients forward. Danielle and Natalie showcased how empathy-driven thinking and quality-first design are central to creating campaigns that reach more people, resonate more deeply, and perform better in-market.