Accessibility is a GREAT idea — here’s why
When discussing the topic of accessibility it often raises concerns rather than benefits. It’s “complex”, it’s “such a small fraction of our target users that are affected” and “it costs too much, sure it will be ok to use anyway” are common arguments for not prioritizing work with accessibility. Sounds familiar?
As of May 2019, less than 10% of websites in Europe were accessible for persons with disabilities, a group that is estimated to be approx. 80 million people. This means there’s a long way to go. That’s why this post will focus on the benefit of accessible design: WIF (what’s in it for) the individual, WIF the society and WIF the businesses. So that we all can start seeing accessible design as the benefit it is, once and for all.
In a hurry? Jump down to point 4.
No 1: It improves the user experience for ALL users
Making digital services more accessible, leads to better user experience for everyone overall, not only for users with disabilities. This means ALL users. Yes, those who struggle to concentrate due to a bad night’s sleep, or even those who find it tricky to hit the “Buy ticket”-button on tiny touch targets on their mobile phone in a crowded queue. Because accessibility is not solemnly for the most obvious group of users, it also caters to ALL users’ needs.
Everyone’s visually or hearing impaired sometimes.
But the good news is that by making simple changes to increase accessibility, you can bring huge improvements for everyone. It could be that you choose to listen to a text when there is not enough light to read or when you’re busy cooking dinner. It could be to eliminate unnecessary complexity, a complexity that no one wanted there in the first place and is benefiting no one.
No 2: Good for the business
It has been proven over and over again that the user experience of digital services is vital for its success. In 2020, it’s a given rather than a “nice to have”. By enhancing the user experience with accessibility in mind, you are laying down the groundwork for the overall success of the product or service. As Conversion Rate Experts tells it, “…the financial argument for accessibility is strong. Accessibility leads to usability and usability leads to higher profits and happier customers”. But what about the argument that always seems to be coming back at you like a boomerang; “Buuut it’s such a small group of our target users that are affected!?”?
This is probably true, many of the users might not be blind or have severe physical disabilities. But it’s equally true that many of the users will be using small screens in bright environments or struggle to navigate due to aging shaking hands. And if this argument wouldn’t be enough? Caring about accessibility provides a business opportunity to reach a larger and possibly unexplored customer base. Another thing to keep in mind: for every person that is affected by a disability, there could be relatives and closed ones that also affected. Any questions?
No 3: Stay compliant to existing laws and regulations
There are many laws, regulations, and conventions that’s been created with the purpose to eliminate discrimination in regards to disability and to change attitudes and approaches to persons with disabilities. But for now, let’s focus on Europe and EU countries. (For the US market, see reference to ADA.)
In force since 22 December 2016, The Web Accessibility Directive came into place to reflect the Commission’s ongoing work to build a social and inclusive EU. These directives aim to provide people with disabilities better access to the websites and mobile apps of public services, making sure all Europeans can take a full and active part in the digital economy and society. In order for governments to make this transition, a few deadlines have been set that you have to abide by:
- 23rd of September 2020: all new and existing websites of public sector bodies now need to follow specific standards outlined in the directive, eg. that users should be able to interact with a website without using a mouse
- 23rd of June 2021: all mobile apps are also included and should follow the above standards
- 23rd of December 2021: regular follow-ups and reports of the results must be communicated to the Commission and to be made public
But this only affects public service bodies, “Do I really need to care?” you might think? Well, even though this only adheres to public service bodies, for now, be sure that this trend is here to stay. Accessibility is definitely the new cool kid in the block! So you’d better up your game if you haven’t yet done so!
No 4: And the utmost important… Improves the life of users with a range of abilities
Above all, the main and most important reason for caring about accessibility is captured in this sentence by Steve Krug (yes, the, “Don’t make me think”-guy!).
“How many opportunities do we have to dramatically improve people’s lives just by doing our job a little better?”
Isn’t arguing for accessibility and fighting the cause to make digital services and products more accessible, our darn responsibility as designers? Or at least, can we see it as a privilege to be a contributor for creating a more inclusive society where we get to help people “to live independently and participate fully in all aspects of life” as stated in the UN Convention on the Rights of Persons with Disabilities?
HOW can you better work with accessibility then??
There are heaps of checklists and guidelines on how to build and design for accessible design. However, just following the WCAG 2.1, for example, won’t necessarily check off all the accessibility requirements as WCAG focuses on the technical perspective and also mainly on the web. Meaning that mobile apps won’t be taken into consideration. So in addition, here are 5 hands-on tips to prevent common obstacles people with disabilities often mention (kudos to Axess lab for a great article):
1. Add captions to video/animated content
Number one rule: when using video or animated content (e.g. gifs with sound) — DO add captions. By doing so you will include users who are deaf or hard of hearing to access the content but you will also benefit anyone who’s forgotten their headphones to work and needs to access the content in an open office space.
2. Make text easy to read and understand
When designing text, keep these 3 things in mind and you can be certain that people will find it a lot easier to actually finish reading it!
- Skip large chunks of text, as this makes it better for e.g. people with dyslexia/cognitive impairments but also for people in general. People will have a harder time reading it compared to an airy and well-structured text
- Don’t pick a tiny font size
Self-explanatory, it gets difficult to read! Also remember that there is a large group of elderly users, users who often have visual impairments - Use easy, non-complicated language
Yes, people with dyslexia will thank you for this but also every other user. Especially in a time when everyone is fighting for attention, keeping it simple will help to stay focused and getting your message across
3. Make sure to have a zooming function (that is easy to use!)
Either it’s for enlarging the text due to visual impairment, or because you just want to see the details of that lamp you are looking to buy; be sure that both types of users will be annoyed if this function is missing or not easy to use!
4. Design clean and clutter-free layouts
Users with cognitive impairments such as ADHD or autism will be forever grateful and for the generic user, it’s likely to increase the usability. But if you can’t resist throwing in that image carousels or moving content as you scroll, please keep it to a bearable level.
5. STOP making your touch targets so small!
Just. Stop. It’s annoying. For everyone! For an in-depth read on this topic, have a look at this great article “Size matters! Accessibility and Touch Targets” by Zac Dickerson or this article published by Nielsen Norman Group, “Touch Targets on Touchscreens”.
This gets you started but feel free to go and indulge yourself in accessibility by the links provided below. And finally, an accessible thank you for reading and caring! 🙏
PS.
A big THANKS to all my awesome colleagues at Idean for providing great input and thoughts, making this post fearlessly human great! 💜
References and read more:
Axess Lab, Accessibility according to actual people with disabilities
Conversion Rate Experts, Accessibility is good for profits — more than you might expect
European Commission, The Web Accessibility Directive
European Commission, Digital Single Market Strategy
Medium, Size matters! Accessibility and Touch Targets
Nielsen Norman Group, “Touch Targets on Touchscreens”
Steve Krug, https://www.sensible.com/
The National Network, Americans With Disabilities Act (ADA)
UN, Article 9 — Accessibility
w3.org, WCAG 2.1
