At the Usability Congress in Graz, I attended a talk by Alipe von Bernhaupt about accessible usability for neurodivergent people. It really changed the way I think about inclusion and design — not only as something nice to do, but as something essential for both people and business.
Understanding Neurodiversity
Up to one in five people is neurodivergent. That means about 20% of users experience the world and our designs in very different ways. If we don’t design with them in mind, we lose around 20% of potential users — and that’s a big part of the market.
Alipe also mentioned that at least half of adults are undiagnosed. So even if we think we’re not designing for neurodivergent people, we probably are — we just don’t know it. Another important point was how women with ADHD are treated worse than men. Men are often seen as just “energetic” or “a bit different,” while women are more likely to be judged or ignored.
What It Means for Design
Neurodivergence can look very different from person to person. Two people with ADHD, for example, can have completely different challenges. Neurodiversity is really about people whose brain structures work differently — there isn’t one single way to describe it.
The digital world can be especially hard for neurodivergent users. Changing layouts, flashing images, or strong colors can make using websites and apps stressful or confusing. And there’s another layer to this: energy. Many neurodivergent people experience very different energy levels from day to day. That means it’s harder to plan long-term or follow strict routines. When design expects constant focus and consistency, it can quickly become overwhelming.
What Really Stuck with Me
My biggest takeaway from the talk was a bit uncomfortable but very true: if we want companies and stakeholders to care, we have to speak their language. Talking about inclusion and empathy is important, but talking about losing 20% of market share gets their attention. Sometimes, it’s not the human argument that makes change happen — it’s the business one.
Conclusion
Designing for neurodiversity is not just about accessibility checklists. It’s about understanding that people experience the world differently — and that this difference is normal. When we include those needs in our design, we make better products for everyone. It’s not only the right thing to do, it’s also smart business.
