Jordan was one of the youngest Google apprentices, starting at just 18 and staying on for three years to become a creative lead. He has since become the founder of the digital design agency RCCO, a 20-person team working with tech giants and exciting start-ups with investment. He is also co-founder of WILD, a video production studio working with PureGym and Revolut, and owner of FounderSphere, a community for young entrepreneurs.
How to Address the Need to Create Online Accessibility
The power of the internet cannot be overestimated – it is a vital lifeline for businesses and individuals alike and the beauty of it is that everyone can use it, right? Wrong. Today, one fifth of the world’s population struggles to access the online world because of an assistive technology need and by 2050 an estimated 3.5 billion people will rely on assistive technology.
There is no denying there is an urgent need for online accessibility. So how can developers ensure they adapt to create digital products all users can experience?
Today’s Online Accessibility Issues
Provided you have access to a device and internet connection, there are no physical barriers to the internet today and you can get online from anywhere you happen to be. However, not all websites and apps are created with the right design, information and user interface and some people simply can’t access these products.
This is frustrating for those individuals struggling with online accessibility, and it is bad news for businesses as it means that 20% of their potential customer base can’t buy their products or use their services as they’d like to. Not only do companies miss out on valuable sales if they don’t have an accessible platform but they lose brand loyalty and damage their company in the long-term.
People who can’t relate to your website’s interface, look and feel, or content, will lose interest and look elsewhere to a rival company’s website which offers greater accessibility and a more satisfying user experience (UX). It is likely that customers will switch loyalty to a different company altogether if they provide a more accessible alternative
When you combine the huge chunk of users that are being missed by businesses with the big demand to be online – this year alone, 93% of UK users say they’ve used online banking – it really is crucial that firms take action to remedy their digital offering for a far wider audience appeal.
How To Adapt To Achieve Online Accessibility
By flipping priorities around during the creation of digital products and placing accessibility at the core of each design, businesses will be able to create online platforms that all users can experience, enjoy and benefit from – design and content are the key areas to focus on.
Design
It is important to be aware that not all users can access the internet without the use of assistive technology and that thought must go into the design of new online technology to enable as many users as possible to make use of them.
Currently, 1.5 billion people globally suffer from hearing loss and 2.2 billion people have a short- or long-sighted vision impairment. In addition, 1 in 12 men and 1 in 200 women suffer from colour blindness. These are vital statistics to know, and developers need to incorporate this knowledge into the design stage – certain features will be tricky for colourblind users as subtle colour changes will be too hard to distinguish between. Backgrounds and fonts need to be easy to read, high in contrast and the colour scheme accessible to all.
Similarly, as with visual design features, video design features need to be factored into the overall design too. Make sure any video content is accompanied by subtitles so that those individuals with hearing loss can still access the information.
It’s a good idea to research how market leaders achieve high levels of accessibility so you can include some of these features and interaction capabilities in your digital products. Companies leading the way on this front include HMRC and Google, and both are good places to start for accessibility ideas. Including exciting features such as emojis and BSL (British Sign Language) prompts will take your accessibility offering to the next level.
Make sure you consider the end user and the UX you want to create for them. Think about how they will move around the site or app and the features that will help to make this easier and contribute to an overall enhanced experience.
Once you have your design in place, make sure you test it – and test it again and again. Ideally, you have a diverse design team and people from all walks of life will test your new products, this way you will hear a range of views and potential issues that can be addressed before launch day. Through people with different experiences testing, you’ll be able to discover any accessibility issues with new products and platforms, ensuring the end product is usable by a wide range of people.
Content
Online content should be easy to digest and relatable to as wide an audience as possible. Sadly, this is far from the norm at the moment and 90% of websites in 2021 were considered inaccessible to people who required assistive technology. Information on websites should be straightforward and easy for everyone to understand, or businesses run the risk of alienating a section of society and putting them off their business. Incorporating a clean structure into the content of your coding will ensure screen readers relay information clearly to those who are visually impaired. By incorporating accessibility into the design and content of your digital products, you ensure longevity for your business as customers and potential customers alike will be able to interact successfully online. This will not only generate sales but also good feelings towards your company to boost brand loyalty and encourage repeat visits.
