One UX to Rule Them All: Why Neuro-Inclusive Design is Good for Business

We surveyed 50 users to understand their online shopping habits and pain points. The results were clear. While 28% of respondents had a neuroatypical diagnosis like ADHD, ASD, or dyslexia, and another 20% suspected they might, the issues they face are universal.

By designing for them, you create a better experience for all your customers. This isn't just about social responsibility; it's a powerful strategy for reducing cart abandonment and building customer loyalty.

The Universal Frustrations of E-commerce

When a user decides to make a purchase, they have a clear goal. Any friction in that journey risks derailing the entire sale. Our research identified several key reasons why users abandon their carts, and they apply across all demographics.

Top Reasons for Abandoning a Purchase:

1. Annoying Messages and Pop-ups: This was the most-cited frustration. Aggressive pop-ups, discount wheels, and time-pressure tactics are often perceived as manipulative "casino tricks." They disrupt the user's flow and cause irritation, especially for users with ADHD who find them particularly distracting.
2. A Long and Complicated Order Process: Regular online shoppers expect efficiency. Too many steps, mandatory registration, and confusing forms create a lengthy process that feels disrespectful of the user's time. One respondent noted, "Once I decide to make an online purchase, I don't interrupt it, even if the website makes it difficult." This determination masks deep dissatisfaction that can harm long-term loyalty.
3. Lack of Product Information: Users, particularly those over 45, need to feel confident before buying. Insufficient details, few images, or vague descriptions create uncertainty and doubt, leading them to abandon the purchase.
4. Unclear Navigation: A universal problem for all age groups is a chaotic or illogical website structure. If users can't find what they are looking for easily, they will simply go elsewhere. Too much information presented at once overwhelms and confuses, pushing customers away.

Technical Glitches That Erode Trust

Beyond design choices, technical problems are a major source of user anxiety. These issues break the shopping experience and can make users question the security and reliability of a website.

Key Technical Issues Reported by Users:

• Lazy Loading: While beneficial for performance metrics, lazy loading on product pages was a top irritant. One user commented it was "great for robots or speed tests - very irritating for customers (...) you have to scroll and WAIT." This waiting period interrupts browsing and causes significant frustration.
• Payment Errors: Nothing creates more anxiety than payment failures. Users reported being redirected to a 404 error page after payment or finding the product still marked as unpaid despite the money leaving their account. This is a critical breach of trust.
• Broken Filters and Search: When users apply a filter, they expect relevant results. Showing products that don't match the selected criteria makes the search function feel useless and wastes the user's time.
• Forced Registration: Forcing users to create an account before they can make a purchase is a significant barrier, especially for new or infrequent customers.

These issues create a sense of fear and uncertainty. One user aged 55+ explained, "Sometimes when strange things happen when I pay, I turn it off because my son told me to be careful." This highlights how a poor UX can directly lead to lost sales.

Building a Better Experience: What Do Users Want?

The good news is that users know exactly what they want. Their feedback provides a clear roadmap for improvement. The core principles revolve around simplicity, clarity, and trust.

What Helps Users Feel Comfortable:

• Clarity and Simplicity: A minimalist design with a logical layout is universally appreciated. Sites like Apple.com were praised for their "consistent, consistent, subdued design." Less clutter allows users to focus on their goal without distraction.
• Trust and Security: Users feel safer shopping with well-known stores or brands that have clear return policies, visible contact details, and provide order confirmations at every step. This transparency builds confidence.
• Speed and Flexibility: A short, smooth shopping path is essential. Users also expect flexible options for payment and delivery, allowing them to complete their purchase in a way that suits them.

The takeaway is clear: a design that works for someone with ADHD or ASD—one that is simple, predictable, and free from distractions—works better for everyone.

Actionable Recommendations for Your E-commerce Site

Improving your UX doesn't require a complete overhaul. Based on our findings, here are practical steps you can take to create a more inclusive and effective online store.

For Immediate Implementation (0-3 Months):

1. Audit and Rethink Lazy Loading: Review your product category pages. Consider disabling lazy loading to provide a smoother, uninterrupted browsing experience.
2. Test Your Payment Paths: Rigorously test every step of your checkout process to eliminate 404 errors and confusing redirects. Ensure confirmations are always clear.
3. Offer Guest Checkout: Enable purchases without registration. This single change can significantly reduce friction for new and occasional customers.
4. Minimise Pop-ups: Replace aggressive pop-ups with subtle, non-intrusive notifications that don't disrupt the user journey.

For Medium-Term Planning (3-6 Months):

1. Focus on Generational Needs: Design for different age groups. Younger users (18-34) value speed and a "quick purchase" option. The dominant 35-54 group wants a transparent, step-by-step process. Users aged 55+ need clear text descriptions and easy access to support.
2. Build Trust Mechanisms: Make your contact details, terms and conditions, and return policies highly visible. Send confirmation emails at every stage of the order process.
3. Involve Neuroatypical Users: Conduct focus group studies with individuals who have ADHD, ASD, and other neuroatypical features. Their insights are invaluable for identifying and solving universal UX problems.

The Future of E-commerce is Inclusive

The "paradox of determination" shows that users often complete purchases despite a frustrating experience. However, a completed sale does not equal a satisfied customer. These negative experiences erode loyalty and reduce the likelihood of a return visit. In a competitive market, you can't afford to frustrate your users.

By adopting an inclusive design philosophy, you are not just catering to a niche group. You are implementing changes that benefit your entire customer base. A simple, intuitive, and trustworthy website converts better, builds loyalty, and ultimately drives growth. The message from users is clear: stop making it difficult for them to give you their business.