Beyond The Conversation: How to Ensure Product & Service Design is Inclusive

Lauren is Managing Director at Inclusive Outcomes, a consultancy that helps firms to design and deliver better outcomes for all customers.

Lauren is an inclusive design practitioner with an extensive background in propositions and customer experience. Lauren was formerly Director of Customer Insights and Propositions at Fair4All Finance, and led the first ever segmentation of financial vulnerability which continues to be used by organisations to design and deliver new products to improve financial resilience.

Lauren is also a Trustee for her local Citizens Advice service.

Kathryn Townsend is the Head of Customer Vulnerability at Nationwide; the world’s largest building society. She is the former Government’s Disability & Access Ambassador for the banking sector.

Kathryn founded the Deaf Inclusion Industry Group; a collective of over 40 financial services providers working together to raise banking standards for deaf people.

Kathryn is a trustee of Euan’s Guide the disabled access charity, part of the Project Nemo team tackling financial exclusion and sits on the Advisory Board for Money & Mental Health Policy Institute.

Riffat Tufail is a senior financial services leader specialising in inclusive design and vulnerable customer strategy. With over 25 years’ experience, she has transformed how major organisations identify, support and deliver good outcomes for customers in vulnerable circumstances.

At Monzo, she led vulnerability strategy for 12 million customers, improving outcome scores by 30% and driving 90% tech‑led detection of vulnerability and complaints. Previously at Phoenix Group, she built the Vulnerable Customer Centre of Excellence, secured £3m+ investment, and delivered an award‑winning strategy recognised for its impact across the sector.

Riffat is known for translating regulation into practical, human‑centred solutions – from inclusivity toolkits to treatment strategies spanning affordability, fraud, accessibility and gambling harms. She works across industry, regulators and behavioural science partners to embed empathy, reduce harm and raise standards.

A collaborative, purpose‑driven leader, Riffat champions the belief that when organisations design for vulnerability, they design better for everyone.

Helen is a dedicated advocate for creating empathetic and supportive customer experiences. Helen works closely with organisations across various sectors, equipping teams with the skills and knowledge to effectively support their vulnerable customers.