Founding Story: A Sign That Sparked a Shift

Conversations with Shai Habet

Over a year ago, I was chatting with my friend Shai, an expert in Diversity, Equity, and Inclusion (DEI) and human-centered design. As we often do, we found ourselves discussing systems, safety, and the subtle ways design can either support people or fail them. He shared a story that truly resonated with me: a national public awareness campaign in Israel that successfully reduced rates of sexual harassment on public transport. The method? Simple signage in buses.

It was a straightforward yet strategic approach – placing vital information in everyday environments, primarily public transportation. This was crucial because public transport, particularly for women and young people, had often been reported as unsafe. The campaign worked because it understood how people navigate public spaces. It met them where they were, quietly offering help without drawing unnecessary attention or creating shame.

That moment stuck with me.

It reframed something I had taken for granted: that signage could do more than guide – it could care. It could offer clarity, dignity, and access in ways we often overlook. That conversation with Shai planted the seed that eventually became Made by Boto®. It reminded me that meaningful change doesn't always start big; it often begins with noticing what's missing and choosing to build something better.

To Shai – thank you for your insight, your work, and your belief in what design can achieve when it truly centers people.

Shai Habet and Eva Krane - Photography by Ken Friberg | IG @fashion.friberg

Here are Shai's insights on design, systems, and fostering a sense of belonging:

1. You shared a story about a signage campaign on buses in Tel Aviv that helped reduce sexual harassment. What was it about that initiative that stood out to you as powerful or effective?

It’s often the simple gestures that make the biggest difference. We basically communicated the law through stickers, but the effect was huge. By placing these stickers, bus companies clearly communicated their zero-tolerance policy for sexual harassment. Bus drivers also underwent awareness training on how to respond and assist passengers. As a result, passengers knew that if something happened, they weren't the ones who had to leave the bus. There were clear actions that bus drivers, alongside the police, would take to keep everyone safe. This is the power of signage – it establishes the norm.

Speaking of simple actions, it’s similar in corporate environments. During my time working at a large non-profit in Sydney, we ran a pronouns campaign. Without any explicit intention, we suddenly noticed that an optional pronoun field had been automatically added to email signatures. We didn't have a large campaign or anything, but people just started adding it to their emails – either to share their own pronouns or to show support. The feedback we received was overwhelmingly positive. People felt seen, allies found a simple way to show support and respect, and clients felt they were interacting with an organization that prioritized its people. This shows that awareness can build everything.

2. From your perspective, what role can public information and signage play in creating safer, more equitable spaces?

We often say, "You can't be what you can't see," highlighting the importance of role models. It's essential in all aspects of life to see yourself reflected in someone else to achieve your goals or to break barriers and pave the way for others. This concept also applies to public safety and information. When designing a city or workplace, it must genuinely reflect the accessibility needs of everyone. If it doesn’t, you risk excluding those who are not part of the majority.

This principle extends to signage, which conveys volumes about the intention of a space and the people who are welcome there. Signage often establishes the norm and is frequently used to raise awareness. In the campaign we ran, we simply quoted the law, letting people know that if they've been harassed or feel uncomfortable, we want to hear from them, as there are laws in place to protect them. This approach empowers individuals through awareness.

4. What does “inclusive design” mean to you, especially beyond the visual or architectural lens?

For me, inclusive design means enabling accessibility, innovation, and diversity in all aspects. Professionally, I integrate inclusive design into everything I do, whether in DEI initiatives or business strategy. One method that has gained recognition in recent years is Design Thinking, also known as Human-Centered Design. This approach has been around for years, focusing on understanding the voices of people and the ecosystem, and clearly defining a problem statement to support sustainable change. It has been a key strategy in drafting and designing policy changes for purpose-driven organizations and government. In recent years, Design Thinking has expanded to all professions, from product design to various other fields. Ultimately, it’s about people.

5. How do you approach systems change in your work—especially when the systems feel slow or resistant?

With a lot of humility and active listening. Change takes time, and understanding a system or culture takes even more time. Resistance is natural, but the biggest mistake is to label late adopters as a resistant force or to create an 'us' versus 'them' mechanism. Change is natural; it’s happening all the time, there’s no one day like the other. However, change is hard. We are creatures of habit.

When approaching change, you first need to understand the status quo, both the good and the bad. Use data, and remember that data isn't only numbers; it's also hearing people through focus groups, one-on-one conversations, and more. Investigate and become an expert on the status quo. Then ask yourself – where do I want to reach? What are my goals? Set a clear end goal, and it's even better if it's measurable.

The one common ground for all is to take people on the journey with you. The people who initially resist the change will probably be your most valuable voices. Understand where they are coming from and what insights they can offer. They will join the journey and will likely become your biggest force for change.

6. What excites you most about the work being done in accessibility, design justice, or inclusive placemaking right now?

The increasing focus on lived experience voices. This is a game-changer – the deep understanding that change happens from the ground up and that the experience and knowledge of lived experience voices are central to designing sustainable and people-fit solutions. Boto excites me; it's a perfect example of listening to the community, considering its representation and the places we inhabit, and designing a solution that is innovative, collaborative, and represents more than the current signage designed years ago.

7. What advice would you give to someone wanting to embed care and equity into their company or the built environment, even in small ways?

It isn’t a sprint; it’s a journey, and in this journey, strong leadership is the key. Culture change takes time. Any sudden, quick change won’t last long. Your people are part of this journey, and as such, they need to contribute to the change and be part of the process. Strong leadership paves the way – it showcases commitment to the team members' well-being and is very clear about the why. The "why" for the company, for the team, and for the individual.

8. What are the aspects that people often overlook in the DEI space?

Pragmatism. Data. Clear success metrics. Use data to measure diversity and inclusion, and people's sentiment – psychological safety. Every impactful and results-oriented strategy has a clear plan and metrics to indicate where we are. This enables us to quantify the impact but also to make changes and adjustments to achieve the business goals we aim for. DEI is no different; when making a business decision, it's core to have a clear business case and understand how we know we are reaching the impact we want. It’s simply a part of the journey.

9. Where do you see DEI and your work headed in the coming years? What/who are the big change makers in this industry?

I believe DEI is evolving from a standalone initiative to becoming fully integrated into core business strategy and operations. It's moving beyond just compliance or a "nice-to-have" and proving its direct link to innovation, talent retention, and financial performance. The big change-makers are those who successfully demonstrate this tangible business value through data-driven insights and by empowering authentic lived experiences at every level of an organization. I also see a greater emphasis on intersectionality, recognizing that individuals hold multiple identities and face unique challenges. The focus will be on creating truly inclusive systems, not just programs.

10. Who/What would be your ideal client/project, and where would you like to make your mark in our community?

My ideal client or project would be one that is genuinely committed to transformative systems change, willing to engage deeply with human-centered design principles, and understands that true equity is a long-term investment. I'm passionate about projects that bridge the gap between policy and daily lived experience, particularly in urban planning, public services, or large-scale organizational culture shifts. Ultimately, I want to make a mark by fostering environments where every individual feels a profound sense of belonging and agency, where design actively contributes to safety, dignity, and access for all members of the community.

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Some signs point the way, and others quietly change it. This conversation with Shai reminded me that design isn’t only about function — it’s about care. It’s about creating moments where someone feels safer, seen, and part of the space they’re in. From a bus in Tel Aviv to the walls of our own communities, these small acts can shift the culture around us.

Shai’s work continues to inspire how I think about belonging in the built environment. You can follow his journey here: LinkedIn – Shai Habet.