Accessibility is defined as the matching of delivery of information and services with users’ individual needs and preferences in terms of intellectual and sensory engagement with resources containing that information or service, and their control of it. Accessibility is satisfied when there is a match regardless of culture, language or disabilities.
Since the online environment is an extension of the physical one, there is nothing more effective than a metaphor with the offline world to understand how crucial accessibility online can be for your business.
Imagine you are running a flower shop; the business is going pretty well, the shop is in a very good and central location, easily accessible from the main street. A lot of people visit it every day, attracted by the colourful window display with fresh flowers, the enticing aroma and your brilliant customer service. Inside the shop, flowers are tidily organised and labels with names and a clear description are provided. You tend to stay in the shop, ready to help your customers.
Now, think about the same flower shop, but imagine that in front of the main door there is a big step that prevents access for some of your customers. There’s no window to showcase your flowers and you turn off the light to save money. In the shop, no labels or descriptions are provided and flowers are randomly arranged. Moreover, you tend to stay in the back of the shop so your customers struggle to find you if they need help with something.
That’s exactly what happens when your website is not accessible.
48% of the UK population could potentially have problems accessing your website:
Disability on the internet includes things like:
But web accessibility also helps people who:
Web accessibility protects your website against demographic changes and opens your business to everyone with an internet connection.
People with disabilities and special needs have spending power (disposable income of £50 billion per year) and the benefits of a website accessible to everybody are:
WCAG 2.0 (Web Content Accessibility Guidelines) defined in 2008 is an internationally adopted technical standard; the guidelines explain how to solve many of the problems that your users with disabilities face on the web. Although, WCAG 2.0 is not an all-inclusive list of issues that users with disabilities might face, they are internationally recognised standards.
The principle of a website being perceivable is about the senses people use when browsing the web:
The actions people take when browsing:
Your website must use clear terms, have simple instructions and explain complex issues:
A robust website is one that third-party technology (like web browsers and screen readers) can rely on. This minimises the risk of your users relying on technology that cannot correctly process your website:
Starting with Level A is a great way to make progress and begin helping out your users. Level AA is the standard many governments are using as this level targets the most common and most problematic issues for web users.
In the WCAG 2.0 a list of universal guidelines are presented, but what we clearly know is that it can be difficult to universally define the usability of a website. A website or an interface that is usable for one person, might not be for someone else.
Some websites were found to perform extremely well in usability evaluations with disabled people, yet did not meet certain WCAG lines.
A holistic approach to accessibility is necessary to develop an accessible website. Experts claim that ‘the key measure of a digital system is whether it fits it’s context of use: whether the people for whom it is designed can use it with acceptable levels of usability, for the tasks that they need to do, in the social setting in which these tasks take place, using the technologies they have available.’
User requirements can be grouped into several categories, including:
The abilities (and disabilities) of the target users including perceptual, cognitive, motor, and linguistic abilities.
The tasks that need to be supported, group, social and cultural dynamics, communication patterns, environmental factors, and so on.
Such as availability of hardware and software and the availability of plug-ins.
For example, task success rates, task-completion times, satisfaction ratings, and quality of task output (e.g. comprehension outcomes in an e-learning environment).
These requirements have a cultural context in which they have to be considered in order to be meaningful. The holistic approach to accessibility is based on social inclusion rather than on the principle of universal accessibility.
A user-centred accessibility approach will entail both evaluating your website with the WCAG 2.0 guidelines and testing the usability directly with disabled users. This approach emphasises the importance of the user and on satisfying his/her requirements.
In times of increasing complexity and reliance on technology, it is important to ensure that what is being gained is increased quality of life and that “by designing with the disabled in mind, we can create products that are better for everyone.” Inclusive Design
If you’re curious about any of the above and how ux can help you to create a more successful product, contact our experts for free, friendly, no-ties advice.