The aim of this paper is to investigate how universal design principles can be applied to design for people with memory problems or dementia. We present design of a multimedia product for entertainment as an example of how user requirements of people with dementia were taken into account in the design process and how the decisions taken during the design process were associated to universal design principles. According to an assessment study the multimedia product called Picture Gramophone succeeded in meeting the needs of people with dementia when they were visiting dementia day care centre. We conclude that universal design principles are useful when designing technology and environment for people with memory problems or dementia but they need to be combined with dementia specific knowledge. Involvement of people with dementia is essential when designing such products.