What is The Universal Score?

Universal Score is an inclusion and belonging evaluation framework, created by frog. It helps you think critically about how inclusive your work is, so you can design or build a better experience that works for everyone.

How to use

Choose a product, service or journey to test.
Answer a series of questions across 5 areas of inclusivity: belonging, mental wellbeing, physical needs, neurodiversity, and putting people first. You can skip any questions that aren't relevant or go back at the end. At the end your final Universal Score out of 100 is revealed, with practical recommendations on how to improve it. We'd recommend running The Universal Score as a workshop with your team. Make sure to capture any insights or actions as you go.
At the end your final Universal Score out of 100 is revealed, with practical recommendations on how to improve it.

We'd recommend running The Universal Score as a workshop with your team. Make sure to capture any insights or actions as you go.

We're frog

frog is the reinvention and experience partner for the eco‑digital era.

Together with our clients, we innovate with purpose, using strategy, creativity, tech, data and AI to advance people and planet.

We're also the creators of Cards for Humanity, another inclusivity tool.

Check our careers page to join our team

Tell us your feedback

How are you using The Universal Score? We want this site to be useful for as many people as possible. Please drop us a note if you have any feedback or would like help running a workshop with The Universal Score.

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The Universal Score

Q5 | Belonging

How much does your imagery represent all your target users?

For example, people are more likely to feel a stronger emotional bond with illustration and photography that celebrates and reflects diversity.

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