Skip to content Skip to footer
Inclusive Customer Experience Assessements

Improve Your Coversions By Eliminating the Friction In Your Customer Experience

You’d be surprised how much friction exists in the customer experience most brands deliver. That friction increases significantly for people from underrepresented and underserved communities.

And as a result, consumer frustration increases and your conversion rates suffer. No bueno.

When you take the time to evaluate how the experiences you’re delivering impact all the people you’ve identified as your ideal customers, including those with identities that don’t quite fit into what is considered “mainstream”, you’ll be poised to eliminate the friction that prevents many of them from buying from you.

Examples of Friction in Customer Experiences Brand's Deliver


For instance, this Spanish-speaker went to this website of a car brand and could not find the place to change the website content into Spanish (even though the brand had already invested resources in translating the content). That friction prevented him from taking the next step forward.


And this Black woman struggled to find enough people who looked like her, that weren’t also workers on this hotel’s Instagram account. That friction caused her to hesitate to book a stay.



This hearing impaired woman struggled to watch a long-form interview of a podcast on YouTube because the visuals in the 30-second introduction were so overwhelming, she couldn’t focus on the captions. That friction prevented her from taking the next step forward.



This gay man experienced friction when he was on a hotel website and couldn’t find anything that made it clear that he would feel safe if he chose to stay there. That friction impacted his buying decision-making process.



And this woman who follows a gluten-free diet struggled to find the information she needed about menu items that were safe for her to eat on a restaurant’s website. That friction caused her to be frustrated with the experience the restaurant delivered, before ever setting foot in the door.


How to Identify the Friction In the Customer Experience Your Brand Delivers

Conduct an audit.

Assess how the current customer experience you’re delivering works, specifically for people with identities that are part of underrepresented and underserved communities.

More people are part of these communities than most brands and marketers think.

If you have or want to have customers who:

  • have different races and ethnicities
  • prefer to use a language other than English
  • are part of the LGBTQ+ community
  • have disabilities
  • are neurodivergent
  • have a “non-traditional” family
  • live in different countries
  • have different skin complexions
  • have different body sizes and types
  • are older
  • are younger
  • practice different religions
  • have dietary restrictions

then it is critical you understand how the experiences you’re brand delivers impact them through the lens of their identity.

When you design experiences with the diversity of your customers in mind, you’ll be better equipped to reduce friction that negatively impacts your conversions with these customer groups.

How the Assessments Work

Step 1

You order your assessment

Step 2

You receive an email to submit information needed to complete the assessment via an intake form

Step 3

Once you submit your intake form you’ll receive an email to book our 45-minute kick-off call

Step 4

On our kick-off call we’ll chat through any questions from your intake documents and inputs. We’ll ensure I have access to everything I need to complete the assessment. And we’ll also schedule a 45- minute time-slot to review the findings of the assessment within 2-4 weeks

Step 5

I’ll go off and complete your assessment

Step 6

I’ll prepare a detailed report of the findings from the assessment, along with recommendations on how to eliminate any identified friction, as well as areas of opportunity

Step 7

We’ll have a 1-hour call to review the assessment findings and answer any questions you have

What's Reviewed In the Assessments

Who's Doing the Assessments

 Sonia Thompson, a Black woman wearing blue jeans, and a flowered orange, red, and white shirt with long sleeves - with blue loafers. Her hair is in twists and are in a ponytail to the side. She's wearing a Mickey Mouse ears hat with a graduation tassle on it, and is holding a certificate. Next to her on the left is Mickey Mouse -- a large happy mouse, wearing a black jacket, red pants, and large black shoes. He's got white coves on his hand. There's a blue background in the back, and ugly floral carpet they are standing on.

I, Sonia Thompson, will be the one completing your inclusive customer experience assessment.

I’m a customer-experience obsessed inclusive marketing strategist and consultant. That’s me in the photo with good ‘ole Mickey getting a certification from the Disney Institute on customer experience. In addition, I write columns for Inc. and Forbes all about the intersection of inclusive marketing, customer experience, and belonging. I host the Inclusion & Marketing podcast, which is part of the HubSpot podcast network.

I have worked with clients of all sizes, from solopreneurs, to non-profits, to agencies, to Fortune 100 companies, and lots more in between on how to build an inclusive brand.

The Bruno

Inclusive Customer Experience Assessment
$ 3,000
  • Review of your brand's customer experience
  • Detailed report of findings and recommendations
  • Follow-up session to get your questions answered

The Beyonce

Inclusive Customer Experience Assessment with User Testing
$ 8,000+ Starting at:
  • Review of your brand's customer experience
  • User testing and feedback from ideal consumers with identities your brand wants to serve
  • Detailed report of findings and recommendations
  • Follow-up session to get your questions answered