Recently, a new brunch spot opened by the coast. As beautiful as the decor and as Instagrammable as the dishes, they inadvertently rebuffed a vital demographic when a customer tried – and failed – to request a high chair for her baby. That customer subsequently took to social media to air her opinions on the cafe\u2019s inaccessibility for new parents. <\/p>\n\n\n\n
Similarly, when my colleague\u2019s father got unexpectedly ill, it was only then that she realised how impractical the majority of her favourite restaurants were for people with physical impairments. With no consideration of ramps to replace the aesthetically pleasing but unfeasible front steps and – if you made it inside – no accessible toilets to speak of, the family\u2019s once heavily frequented Turkish food spot became a distant memory.<\/p>\n\n\n\n
A website that doesn\u2019t allow your user past the first page is the digital equivalent of a restaurant with no ramp. <\/p>\n\n\n\n
Regardless of the industry, when companies prioritise aesthetics over accessibility, they alienate a portion of potential customers. Bells and whistles can\u2019t replace putting the basics in place to best address the needs of the broadest possible user base. <\/p>\n\n\n\n So, what is website accessibility? And how do you make sure you\u2019re doing it right? <\/p>\n\n\n\n The Web Content Accessibility Guidelines (WCAG)<\/a> is a great place to start. These guidelines cover a wide range of recommendations for making website content more accessible to people with disabilities.<\/p>\n\n\n\n The guidelines and success criteria are organised around the following four principles<\/a>:<\/p>\n\n\n\n Accessibility issues on websites can present significant challenges for people with various impairments. But, these impairments aren\u2019t always as apparent as those that affect visual or auditory senses. Cognitive impairments, such as ADHD, can be triggered by rapidly changing or erratic content elements. Equally, temporary or situational disabilities – such as a broken arm or holding a baby as a new parent – can cause short-term difficulty using websites that aren\u2019t easily navigable.<\/p>\n\n\n\n Let\u2019s take a look at some of the most common accessibility issues and the impairments they affect:<\/p>\n\n\n\n It\u2019s also worth noting that some of these website design issues can affect multiple types of impairments. For example, lack of alt text can affect users who have turned their images off (perhaps because they have low data or battery, want to focus more on text or reduce scrolling, etc), or they have cognitive impairment where they use a screen reader to help them focus and understand the page.<\/p>\n\n\n\n Addressing these issues involves adhering to accessibility standards and practices, such as using semantic HTML, providing alternative text for images, ensuring navigability using keyboard controls, incorporating clear and concise language, embedding resizing functionality, and testing your website with various assistive technologies (or – even better – with disabled users).<\/p>\n\n\n\n Creating an inclusive web environment involves designing websites that consider diverse user needs and preferences.<\/p>\n\n\n\n So, we now know what to avoid when designing accessible websites, we\u2019ll just go ahead and build inclusive products with customers of all abilities and needs at their core. Easy, right?<\/p>\n\n\n\n Well, not quite. Implementing inclusive design poses several challenges: limited awareness within organisations, insufficient representation of diverse perspectives in design teams, and the complexity of developing products that cater to a wide range of abilities and needs – to name just a few. <\/p>\n\n\n\n But amidst these challenges lies significant opportunities. <\/p>\n\n\n\n Embracing inclusive design not only offers a competitive edge by tapping into a more extensive user base, but it also fosters innovation through broad and unique viewpoints. <\/p>\n\n\n\n By creating products that are truly accessible to everyone, businesses can make a positive contribution to a more inclusive society, instilling a genuine sense of empathy into their services and setting new standards for usability and user experience.<\/p>\n\n\n\n \u201cThe digital products we create should embrace the diversity of everyone who uses them. It’s not just about meeting a standard. It’s about having empathy for the needs and perspectives of every customer. When we commit to accessible design, we’re not just improving usability – we\u2019re celebrating the diversity of our community and ensuring everyone can be part of our product’s journey.\u201d<\/p>\nToby Rogers, Head of Product, hedgehog lab<\/cite><\/blockquote>\n<\/blockquote>\n\n\n\n It stands to reason that inclusive product development should start with the people using it. So, start by prioritising user research<\/a>.<\/p>\n\n\n\n If you have a UX research team within your business, make sure that they\u2019re engaging not just with your \u2018target audience\u2019 but with diverse user groups throughout the design process to better understand various needs and perspectives. Don\u2019t be blinkered by your presumptions or internally-created customer personas, and encourage your teams to embrace iterative design by allowing feedback and refinement from a broad user base. <\/p>\n\n\n\n Equally, try to incorporate cultural nuances into your designs by acknowledging diverse backgrounds and preferences. And don\u2019t let accessibility be an afterthought. Integrate inclusivity considerations from the ideation phase, taking into account everything from the input mechanisms to the language used. UX writers and content designers are skilled at ensuring clear, consistent copy across your product. For more on this, see the GOV.UK guide to content design<\/a>.<\/p>\n\n\n\n Rigorous accessibility testing will help you to evaluate usability for users with diverse abilities. Remember, inclusivity isn\u2019t a checkbox. It\u2019s an ongoing commitment that requires empathy, flexibility, and an unwavering dedication to creating products that genuinely cater to the diverse needs of all users.<\/p>\n\n\n\n \u201cWhat\u2019s brilliant about inclusive design is that it\u2019s turned out to be a win-win situation. We\u2019ve found time and time again that by creating products and services that are accessible and usable by those traditionally considered \u2018impaired\u2019, we create products that are simpler, more intuitive, and just plain better for all users. Investment in inclusive design is not solely for the benefit of a minority group and it\u2019s not a box-ticking exercise. It\u2019s just good design.\u201d<\/p>\nTony Mather, Head of Design, hedgehog lab<\/cite><\/blockquote>\n<\/blockquote>\n\n\n\n As you\u2019d like to expect, some of the world\u2019s best-known brands are leading the way when it comes to showcasing a commitment to inclusivity and integrating accessibility features into their products and services. <\/p>\n\n\n\n However, you don\u2019t need to be a global enterprise to make your offering usable and enjoyable for all potential customers. Let\u2019s explore some of the ways these companies are removing barriers for their user base, regardless of their abilities.<\/p>\n\n\n\n Microsoft has been a leader in inclusive design across its products. Their Accessibility Insights tool<\/a> helps developers create more accessible apps, and features like the Immersive Reader in Microsoft Office and built-in accessibility settings in Windows demonstrate their commitment to inclusivity.<\/p>\n\n\n\n Apple has integrated accessibility features into its products, such as VoiceOver (screen reader), AssistiveTouch (for motor impairments), and Live Listen (for hearing aids). These features are deeply embedded across their devices, making them accessible right out of the box.<\/p>\n\n\n\n Google has focused on inclusive design with initiatives like Android Accessibility Suite<\/a>, Voice Access, and Live Caption across various apps and services. They\u2019ve also collaborated on projects like ChromeVox, making their web browser more accessible.<\/p>\n\n\n\n <\/strong>IKEA has incorporated inclusive design principles into its products, including furniture designed for people with disabilities, such as adaptable kitchens and easy-to-use furniture.<\/p>\n\n\n\n Oxo is known for its kitchen tools with inclusive designs that are easy to use for people with varying abilities. Their products feature comfortable grips, intuitive usage, and attention to detail for accessibility.<\/p>\n\n\n\n Airbnb has worked on making its platform more accessible<\/a> by introducing filters for accessible properties, ensuring property descriptions include accessibility features, and offering resources for hosts to enhance accessibility.<\/p>\n\n\n\n Pinterest has focused on inclusivity by introducing features like image recognition technology to aid visually impaired users, making visual content more accessible through detailed image descriptions.<\/p>\n\n\n\n The BBC has been proactive in creating accessible content, ensuring their website and apps meet high accessibility standards, providing subtitles and sign language interpretation for their content, and designing accessible media players<\/a>.<\/p>\n\n\n\n Inclusive design is the key to crafting products that transcend mere functionality, offering an accessible, engaging experience to every user regardless of their abilities or background. <\/p>\n\n\n\n By embracing inclusive design principles, product teams champion not just innovation but also inclusivity, fostering a digital environment that reflects and respects the diversity of its users.<\/p>\n\n\n\n It’s a call to action for all product developers to champion inclusivity, ensuring that every interaction with their creations is a considerate, intuitive and empowering experience for everyone. <\/p>\n\n\n\n![\"\"](\"https:\/\/hedgehoglab.com\/wp-content\/uploads\/2023\/12\/Accessible-design-1-1.jpg\")
<\/figure>\n\n\n\nThe four principles of accessibility.<\/h2>\n\n\n\n
\n
![\"\"](\"https:\/\/hedgehoglab.com\/wp-content\/uploads\/2023\/12\/four-principles-1024x265.png\")
<\/figure>\n\n\n\nCommon digital accessibility issues and solutions.<\/h2>\n\n\n\n
Visual impairments.<\/strong><\/h3>\n\n\n\n
\n
![\"\"](\"https:\/\/hedgehoglab.com\/wp-content\/uploads\/2023\/12\/visual-1024x267.png\")
<\/figure>\n\n\n\nAuditory impairments.<\/strong><\/h3>\n\n\n\n
\n
![\"\"](\"https:\/\/hedgehoglab.com\/wp-content\/uploads\/2023\/12\/audio-1024x263.png\")
<\/figure>\n\n\n\nMotor or mobility impairments.<\/strong><\/h3>\n\n\n\n
\n
![\"\"](\"https:\/\/hedgehoglab.com\/wp-content\/uploads\/2023\/12\/motor-1-1024x266.png\")
<\/figure>\n\n\n\nCognitive or neurological impairments.<\/strong><\/h3>\n\n\n\n
\n
![\"\"](\"https:\/\/hedgehoglab.com\/wp-content\/uploads\/2023\/12\/cognitive-1024x536.png\")
<\/figure>\n\n\n\nTemporary & situational impairments.<\/strong><\/h3>\n\n\n\n
\n
\n
![\"\"](\"https:\/\/hedgehoglab.com\/wp-content\/uploads\/2023\/12\/temporary-1024x507.png\")
<\/figure>\n\n\n\n![\"Side](\"https:\/\/hedgehoglab.com\/wp-content\/uploads\/2023\/12\/Accessible-product-design-4.jpg\")
<\/figure>\n\n\n\nChallenges and opportunities of inclusive design.<\/h2>\n\n\n\n
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Strategies for inclusive product development.<\/h2>\n\n\n\n
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![\"A](\"https:\/\/hedgehoglab.com\/wp-content\/uploads\/2023\/12\/Accessible-product-design-5.jpg\")
<\/figure>\n\n\n\nExamples of inclusive design leaders.<\/h2>\n\n\n\n
Microsoft. <\/strong><\/h3>\n\n\n\n
Apple<\/strong>.<\/h3>\n\n\n\n
![\"\"](\"https:\/\/hedgehoglab.com\/wp-content\/uploads\/2023\/12\/ios-mockup-1024x597.png\")
<\/figure>\n\n\n\nGoogle.<\/h3>\n\n\n\n
IKEA.<\/h3>\n\n\n\n
Oxo.<\/h3>\n\n\n\n
Airbnb<\/strong>.<\/h3>\n\n\n\n
![\"\"](\"https:\/\/hedgehoglab.com\/wp-content\/uploads\/2023\/12\/airbnb-mockup-1024x597.png\")
<\/figure>\n\n\n\nPinterest<\/strong>.<\/h3>\n\n\n\n
BBC<\/strong>.<\/h3>\n\n\n\n
Innovation shouldn\u2019t sacrifice inclusivity.<\/h2>\n\n\n\n