Rethinking Inclusive Service Design for Vulnerable Consumers: Insights from the TRATSEDI Webinar on the RAMP Framework

At Transformative Transport Service Design Initiative (TRATSEDI), our mission is to advance research, dialogue, and collaboration that help build inclusive, sustainable, and technology-driven service systems, particularly in the transport and mobility sectors. Through our global community of researchers, practitioners, and policymakers, we strive to create platforms where ideas can be shared and solutions developed to ensure that services work for everyone, especially vulnerable populations. www.tratsedi.com

In line with this commitment, TRATSEDI recently hosted a thought-provoking webinar on “The RAMP Framework: Rethinking Inclusive Service Design for Vulnerable Consumers.” The session featured an engaging presentation by Abas Mirzaei of Macquarie Business School, whose work explores how businesses and service providers can design more inclusive experiences for people living with disabilities and other vulnerable groups. The session was moderated by TRATSEDI  Events team member and facilitated by Dr. Emmanuel Mogaji,Keele University bringing together academics and professionals interested in improving service systems globally.

The conversation addressed a critical question: how can organizations design services that genuinely include vulnerable consumers rather than unintentionally excluding them? While many companies claim to prioritize inclusivity, everyday service encounters often reveal structural gaps in accessibility, communication, and service delivery. Dr. Abas Mirzaei’s research offered a compelling framework for understanding these challenges and rethinking service design in ways that empower consumers rather than marginalize them.

A particularly compelling aspect of the study is its methodology. Instead of relying on traditional surveys where participants simply identify themselves as vulnerable, the research examined real experiences shared in online communities. The dataset included over 160,000 posts and comments collected from disability-focused discussions on Reddit between Notably, the 2011 and 2024. analysis revealed that around 80% of these conversations occurred after 2022, highlighting the growing global awareness and discussion around accessibility and service inclusion. After filtering the dataset for posts specifically related to service encounters and consumer interactions, the study analyzed 1,290 key posts and more than 24,000 related comments, providing rich insights into how people with disabilities navigate everyday service experiences.

From this analysis emerged three key dimensions that shape what the research calls the Vulnerable Consumer Experience (VCX): expectations, sensitivities, and responses. One of the central insights discussed during the webinar is that vulnerable consumers do not necessarily seek sympathy or charity. Instead, they seek autonomy, dignity, and accessible service environments that enable independence. Expectations are often shaped by previous service experiences, and negative encounters can leave lasting emotional impacts that influence how individuals approach future interactions with service providers.

The study also highlights the unique sensitivities that vulnerable consumers may experience in service environments. These include emotional sensitivity to negative interactions, heightened awareness of time and energy expenditure, and strong sensitivity to communication tone and service consistency. For example, something as simple as standing in a long queue or repeating information multiple times can be significantly more exhausting for someone managing a disability. Similarly, sudden changes in service procedures or policies can create anxiety for customers who have carefully prepared for their service interaction.

Based on these experiences, consumers tend to respond in three primary ways. Some adopt aversion, withdrawing from certain services or environments entirely after repeated negative encounters. Others engage in amplification, advocating publicly or escalating complaints in order to push organizations toward better accessibility. A third group demonstrates adaptation, developing coping strategies and creative workarounds in order to navigate service systems that were not originally designed with their needs in mind.

The RAMP Framework short for Reasonable Accommodation Management Plan emerged from these insights as a practical guide for organizations seeking to design more inclusive services. The framework emphasizes flexible offerings, inclusive service design, and the integration of technology to improve accessibility. Flexible pricing models, longer trial periods, and adaptable service contracts can reduce financial and decision-making pressures for vulnerable consumers. Inclusive service design goes beyond physical infrastructure and includes sensory-friendly environments, accessible digital interfaces, and service delivery models that minimize unnecessary stress or complexity. Technology also plays a crucial role, with tools such as voice assistants, assistive technologies, and personalized digital interfaces enabling consumers to interact with services more independently.

One reflection shared during the discussion captured the broader challenge facing organizations and policymakers around the world. As Dr. Abas Mirzaei noted, “One problem is not knowing what to do; another is knowing what to do but not being able to execute it.” This observation highlights a common reality across many sectors and regions. While awareness of accessibility challenges continues to grow, implementation often requires coordinated effort, resources, and institutional commitment.

For TRATSEDI, hosting conversations like this is central to our broader mission. Transportation systems and service infrastructures shape access to education, healthcare, employment, and social participation. When these systems fail to consider the needs of vulnerable users—including people with disabilities, older adults, and marginalized communities—entire populations can become unintentionally excluded from opportunities. By creating platforms for knowledge exchange and research dialogue, TRATSEDI aims to support the development of transformative service systems that are equitable, inclusive, and sustainable for all.

We extend our sincere appreciation to Dr. Abas Mirzaei for sharing his research and insights with the TRATSEDI community, and to everyone who participated in the discussion. The webinar served as a powerful reminder that inclusive service design is not merely about compliance or accommodation; it is about reimagining how services are designed and delivered so that no one is left behind.

For more information about our work, research collaborations, and upcoming events, visit www.tratsedi.com and join us as we continue advancing conversations that shape the future of inclusive and transformative service systems.