• 28 min read
• Accessibility, User Experience, , 

Web accessibility can be challenging, particularly for clients unfamiliar with tech or compliance with ” section to help describe those benefits to your colleagues and clients.

Defining Accessibility In The Project Scope

I outline accessibility goals early, typically when defining the project scope and requirements. Baking accessibility into the project scope ensures that it is at least considered at this crucial stage where decisions are being made for everything from expected outcomes to architectural requirements.User stories and personas are common artifacts for which designers are often responsible. Use these as opportunities to define accessibility in the same breath as defining who the users are and how they interact with the app. Framing stories and outcomes as user interactions in an “as-when-then-so” format provides an opening to lead with accessibility:

As a user, when I __________, then I expect that __________, so I can _________.

Fill in the blanks. I think you’ll find that user’s expected outcomes are typically aligned with accessible experiences. Federico Francioni published his take on to help clients understand the concepts we discuss.

And where “Learn Accessibility” is focused on specific components of accessibility, I find that the (Ian Routledge)

Leveraging User Research

User research that is specific to the client’s target audience is more convincing than general statistics alone. When possible, I try to understand those user’s needs, including what they expect, what sort of technology they use to browse online, and where they are geographically. Painting a more complete picture of users — based on real-life factors and information — offers a more human perspective and plants the first seeds of empathy in the design process.

Web analytics are great for identifying who users are and how they currently interact with the app. At the same time, they are also wrought with caveats as far as accuracy goes, depending on the tool you use and how you collect your data. That said, I use the information to support my user persona decisions and the specific requirements I write. Analytics add nice brush strokes to the picture but do not paint the entire view. So, leverage it!

The big caveat with web analytics? against sites that fail to comply with (UsableNet)

(W3C)

(Forbes)

(TechCrunch)

The Curb-Cut Effect

The “curb-cut effect” refers to how features originally designed for accessibility end up benefiting a broader audience. This concept helps move the conversation away from limiting accessibility as an issue that only affects the minority.Features like voice control, auto-complete, and auto-captions — initially created to enhance accessibility — have become widely used and appreciated by all users. This effect also includes situational impairments, like using a phone in bright sunlight or with one hand, expanding the scope of who benefits from accessible design. Big companies have found that investing in accessibility can spur innovation.

What To Say To Your Client

Let’s consider the ‘curb-cut effect’ in the context of your website. Originally, curb cuts were designed for wheelchair users, but they ended up being useful for everyone, from parents with strollers to travelers with suitcases. Similarly, many digital accessibility features we implement can enhance the experience for all your users, not just those with disabilities. For example, features like voice control and auto-complete were developed for accessibility but are now widely used by everyone. This isn’t just about inclusivity; it’s about creating a more versatile and user-friendly website. By incorporating these accessible features, we’re not only catering to a specific group but also improving the overall user experience, which can lead to increased engagement and satisfaction across your entire customer base.

Further Reading

• (Forbes)
• ” is a great starting point, as is this UX Lift lander with alternatives.

  We recommend expanding the brand palette with color values that work more effectively in web designs. By adjusting the tint or shade just a bit, we can achieve a higher level of contrast between colors when they are used together. Colors render differently depending on the device and screen they are on, and even though we might be using colors consistent with brand identity, those colors will still display differently to users. By adding colors that are specifically designed for web use, we can enhance the experience for our users while staying true to the brand’s essence.

  Suggesting An Accessible Feature To Clients

  Proactively suggesting features like sitemaps, pause buttons, and focus indicators is crucial. I’ll provide tips on how to effectively introduce these features to clients, emphasizing their importance and benefit.

  Sitemap

  Sitemaps play a crucial role in both accessibility and SEO, but clients sometimes hesitate to include them due to concerns about their visual appeal. The challenge is to demonstrate the value of site maps without compromising the site’s overall aesthetic.

  I understand your concerns about the visual appeal of sitemaps. However, it’s important to consider their significant role in both accessibility and SEO. For users with screen readers, a sitemap greatly simplifies site navigation. From an SEO perspective, it acts like a directory, helping search engines effectively index all your pages, making your site more discoverable and user-friendly. To address the aesthetic aspect, let’s look at how major companies like Apple and Microsoft incorporate sitemaps. Their designs are minimal yet consistent with the site’s overall look and feel. [If applicable, show how a competitor is using sitemaps.] By incorporating a well-designed sitemap, we can improve user experience and search visibility without sacrificing the visual quality of your website.

  Accessible Carousels

  Carousels are contentious design features. While some designers are against them and have legitimate reasons for it, I believe that with the right approach, they can be made accessible and effective. There are plenty of resources that provide guidance on creating accessible carousels.When a client requests a home page carousel in a new site design, it’s worth considering alternative solutions that can avoid the common pitfalls of carousels, such as low click-through rates, increased load times, content being pushed below the fold, and potentially annoying auto-advancing features.

  I see the appeal of using a carousel on your homepage, but there are a few considerations to keep in mind. Carousels often have low engagement rates and can slow down the site. They also tend to move key content below the fold, which might not be ideal for user engagement. An auto-advancing carousel can also be distracting for users. Instead, we could explore alternative design solutions that effectively convey your message without these drawbacks. [Insert recommendation, e.g., For instance, we could use a hero image or video with a strong call-to-action or a grid layout that showcases multiple important segments at once.] These alternatives can be more user-friendly and accessible while still achieving the visual and functional goals of a carousel.

  If we decide to use a carousel, I make a point of discussing the necessary accessibility features with the client right from the start. Many clients aren’t aware that elements like pause buttons are crucial for making auto-advancing carousels accessible. To illustrate this, I’ll show them examples of accessible carousel designs that incorporate these features effectively.

  Further Reading

  • Usability Guidelines For Better Carousels UX (Vitaly Friedman)
  • A Step-By-Step Guide To Building Accessible Carousels (Sonja Weckenmann)

  Pause Buttons

  Any animation that starts automatically, lasts more than five seconds, and is presented in parallel with other content, needs a pause button per WCAG Success Criterion 2.2.2. A common scenario is when clients want a full-screen video on their homepage without a pause button. It’s important to explain the necessity of pause buttons for meeting accessibility standards and ensuring user comfort without compromising the website’s aesthetics.

  I understand your desire for a dynamic, engaging homepage with a full-screen video. However, it’s essential for accessibility purposes that any auto-playing animation that is longer than five seconds includes a pause button. This is not just about compliance; it’s about ensuring that all visitors, including those with disabilities, can comfortably use your site.
  
  The good news is that pause buttons can be designed to be sleek and non-intrusive, complementing your site’s aesthetics rather than detracting from them. Think of it like the sound toggle buttons on videos. They’re there when you need them, but they don’t distract from the viewing experience. I can show you some examples of beautifully integrated pause buttons that maintain the immersive feel of the video while ensuring accessibility standards are met.

  Conclusion

  That’s it! This is my complete toolkit for discussing web accessibility with colleagues and clients at the start of new projects. It’s not always easy to make a case, which is why I try to appeal from different angles, using a multitude of resources and research to support my case. But with practice, care, and true partnership, it’s possible to not only influence the project but also make accessibility a first-class feature in the process.Please use the resources, strategies, and talking points I have provided. I share them to help you make your case to your own colleagues and clients. Together, incrementally, we can take steps toward a more accessible web that is inclusive to all people.And when in doubt, remember the core principles we covered:
  • Show your expertise: Adapt accessibility discussions to fit the client’s understanding, offering basic or in-depth explanations based on their familiarity.
  • Align with client goals: Connect accessibility with client-specific benefits, such as SEO and brand enhancement.
  • Define accessibility in project scope: Include accessibility as an integral part of the design process and explain how it is evaluated.
  • Be prepared with Resources: Keep a collection of relevant resources, including success stories and the consequences of non-compliance.
  • Utilize User Research: Use targeted user research to inform design choices, demonstrating accessibility’s broad impact.
  • Manage Incremental Changes: Suggest iterative changes for large projects to address accessibility in manageable steps.
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