Startup Accessibility: Build Inclusive Products & Culture

Accessibility: A Paradigm Shift Driven by Recent Events

A significant shift in the perception and implementation of accessibility has occurred, largely propelled by the recent pandemic. This period necessitated a greater reliance on online platforms for a wide range of activities, including shopping and essential tasks, by individuals with diverse abilities.

The Rise of Digital Accessibility Initiatives

With physical interactions limited, the digital realm became the primary channel for brands to engage with their customer base over the past year. Research from Forrester indicates that a substantial 80% of companies have initiated efforts to improve their digital accessibility practices.

The Economic Imperative of Inclusive Design

Beyond the increase in digital engagement, a key factor driving this change is the growing recognition of the economic power of the disability community. Fortune 500 companies are increasingly aware that individuals with disabilities represent a global market of 1 billion people.

This demographic, along with their families, wields over $13 trillion in disposable income, as highlighted in “The Global Economics of Disability” by Return on Disability. Ignoring this market segment represents a significant missed opportunity.

Current Levels of Commitment

Despite growing awareness, commitment to full digital accessibility remains uneven. Forrester’s survey reveals that only 36% of companies are fully dedicated to developing accessible digital experiences for all users.

Persistent Accessibility Challenges

While the concept of digital accessibility isn't new, its widespread adoption has been slow. The latest WebAIM Million analysis, examining one million home pages, uncovered accessibility errors on 97.4% of the websites assessed.

Seizing the Opportunity

What implications does this hold for your organization? This represents a valuable opportunity to gain a competitive advantage by proactively embracing accessibility and realizing the benefits of being an early adopter in this evolving landscape.

By prioritizing inclusive design, companies can not only broaden their reach but also enhance their brand reputation and demonstrate a commitment to social responsibility.

The Advantages of Digital Accessibility

Organizations are increasingly recognizing the benefits of developing accessible products and digital properties, extending beyond simply ethical considerations. A significant demographic shift is underway, with the global population of individuals aged 60 and above surpassing that of children under five, as reported by the World Health Organization.

Projections indicate that the number of people aged 60 or older will reach 2 billion by 2050, a substantial increase from the 900 million recorded in 2015.

Understanding Accessibility Needs of Older Users

The W3C Web Accessibility Initiative offers valuable insights into Web Accessibility for Older Users. Key findings include:

• Approximately 47% of individuals between the ages of 61 and 80 experience some degree of hearing loss.
• Vision decline impacts around 16% of those aged 65 to 74.
• Mild cognitive impairment affects 20% of the population over 70.
• Over 50% of individuals over 65 are affected by arthritis.

Consequently, designing with accessibility in mind broadens your potential audience, encompassing not only others but also yourselves, colleagues, and family members. Everyone will experience some form of impairment – situational, temporary, or episodic – at some point.

Consider how challenging it can be to interact with technology in noisy or dimly lit environments, or when recovering from an injury or illness that alters typical internet usage.

Conditions like arthritis, migraines, and vertigo can cause episodes of discomfort that directly impact a person’s ability to effectively use digital devices, applications, and tools.

Furthermore, there has never been a valid argument presented against increasing product and website accessibility. However, the broad appeal of accessibility doesn't automatically translate into easy implementation or organizational buy-in.

Significant effort is still required to enhance awareness and provide education regarding why these changes are necessary and how to effectively implement them.

You now understand the rationale. Here are five strategies to help integrate accessibility as a fundamental component of your company’s operations.

Building Inclusive Digital Experiences: The Importance of Accessibility

The recently released second annual State of Accessibility Report reveals a concerning statistic: only 40% of the websites ranked within the Alexa Top 100 are fully accessible. This demonstrates a frequent failure to adequately consider the requirements of individuals with disabilities during the development of online platforms.

Effective design for users with disabilities necessitates a thorough comprehension of their interaction methods with your products and websites. Understanding the assistive technologies they employ to accomplish their goals is also crucial.

Assembling a Dedicated Team

Initiating this process requires securing the involvement of the appropriate personnel. Engaging accessibility specialists to guide your development team can proactively pinpoint potential obstacles and guarantee accessible design principles are integrated from the outset.

Furthermore, the inclusion of individuals with disabilities within your workforce offers an invaluable depth of insight into the nuances of creating truly inclusive products.

By prioritizing diverse perspectives, organizations can foster innovation and deliver superior user experiences for everyone. This approach not only addresses ethical considerations but also expands the potential reach of your digital offerings.

Cultivating a Team with a Passion for Accessibility

While consulting with accessibility specialists offers valuable direction, a truly effective approach involves embedding accessibility considerations throughout your entire team. A lack of widespread enthusiasm can hinder progress, even with expert guidance.

During the recruitment process for designers, actively inquire about their understanding of and commitment to accessibility principles. This assessment will reveal both their existing knowledge and their genuine interest in the field.

The Benefits of Proactive Hiring

• Establishing accessibility as a core organizational value.
• Preventing costly rework later in the development cycle.
• Fostering a culture of inclusion from the outset.

Prioritizing accessibility during hiring is a preventative measure that can significantly reduce future challenges. Accessibility is fundamentally integrated into the design and user experience (UX) phases.

Addressing accessibility issues after design completion is considerably more time-consuming and expensive than incorporating them from the beginning. Building with accessibility in mind is always more efficient than retrofitting it.

Investing in designers who champion accessibility will contribute to a more inclusive product and ultimately save your organization resources. A proactive stance ensures accessibility isn't an afterthought, but a foundational element.

Accessibility: A Benefit for All Users

A common inquiry from those considering accessibility investments centers on the potential user base. This line of questioning stems from sound business principles; allocating resources effectively is a priority for any organization.

However, this perspective is based on a significant misunderstanding. The prevailing misconception is that accessibility solely aids individuals with blindness or deafness. This notion is disheartening, as it underestimates the prevalence of disabilities and diminishes the importance of inclusivity.

Furthermore, it overlooks the fact that individuals without diagnosed disabilities also derive substantial advantages from accessible design. Disability exists on a continuum, and its effects are often temporary or age-related.

For example, a temporary injury might necessitate reliance on online banking and shopping. Alternatively, age-related changes in vision or hearing can impact online interactions. Recognizing accessibility as a means of inclusive design shifts the focus.

Instead of questioning the value of investment, it highlights the necessity of reaching the widest possible audience. Ignoring accessibility means overlooking a rapidly expanding demographic – a risk no business can afford.

Consider the simple example of an elevator versus stairs. The majority will choose the elevator for convenience. Similarly, curb cuts, initially intended for wheelchair users, are now utilized by a diverse range of people.

Parents with strollers, travelers with luggage, skateboarders, and delivery personnel all benefit from these features. This phenomenon, known as the curb-cut effect, demonstrates how accessibility solutions often extend their benefits far beyond the originally intended users.

Engaging Agencies Committed to Accessibility from the Outset

For organizations of any size, whether maintaining a lean team or developing internal accessibility expertise, collaborating with an agency can be a highly effective strategy for integrating and implementing accessible practices.

A successful agency partnership hinges on selecting a firm dedicated to fostering the growth of your team's accessibility capabilities. Prioritize agencies that prioritize accessibility as a fundamental aspect of their workflow.

Choosing an agency that inherently builds with accessibility in mind is paramount. Knowing your agency aligns with your organization’s commitment to inclusivity establishes a reliable ally in your accessibility endeavors.

This proactive approach eliminates uncertainty and the need for extensive revisions later in the development process. Many designers inadvertently miss crucial details that can significantly impact the user experience for individuals with disabilities.

Partnering with an agency specializing in accessible experiences substantially reduces the risk of overlooked and unaddressed errors. This provides assurance that you are delivering a consistently positive experience to all users.

Benefits of an Accessibility-Focused Agency

• Reduced risk of accessibility issues.
• Faster project timelines due to built-in accessibility.
• Increased confidence in reaching a wider audience.
• Expert guidance and support for your team.

By focusing on accessibility from the beginning, you can ensure your digital presence is inclusive and welcoming to everyone.

Building Accessibility into Your Supply Chain

Modern enterprises and sizable organizations frequently collaborate with a multitude of stakeholders on a daily basis. This extensive network includes vendors, agencies, freelancers, and internal staff, reflecting the collaborative nature of contemporary business.

However, with so many individuals involved, accessibility considerations can sometimes be overlooked. A proactive approach is crucial to ensure accessibility isn't compromised during these interactions.

The Importance of a Unified Approach

To mitigate this risk, businesses should strive to integrate accessibility into their entire supply chain. This means fostering a commitment to accessibility at each phase of operations.

When all parties are fully engaged and prioritize inclusive practices, the likelihood of inaccessible components or features being introduced is significantly reduced, preventing potential future problems.

A cohesive, accessibility-focused supply chain minimizes the chances of encountering issues that could negatively impact users.

• Vendors: Ensure all third-party tools and services meet accessibility standards.
• Agencies: Require accessibility expertise and adherence to guidelines in all deliverables.
• Freelancers: Include accessibility requirements in contracts and provide necessary resources.
• Internal Teams: Provide training and support to foster an accessibility-conscious culture.

By proactively addressing accessibility throughout the supply chain, organizations can create more inclusive and user-friendly experiences for everyone.

The Benefit of a Fresh Start for New Businesses

A recurring difficulty organizations face is overcoming established practices. When processes and products become deeply embedded within an organization, implementing substantial changes proves challenging. Even with widespread commitment, fundamentally altering established business operations is rarely straightforward.

Startups possess a distinct advantage in this regard: they aren't burdened by years of ingrained inaccessibility. These limitations aren't coded into their products or woven into their corporate culture. Essentially, a startup begins with a clean slate, and should learn from the experiences of more mature companies.

Founders of new ventures have the chance to construct an accessible organization from its inception. They can foster an accessibility-first culture, one that won't require extensive revisions in the future. This is achieved by recruiting a diverse team passionate about accessibility, developing accessible code for all digital assets, and partnering exclusively with third-party vendors who prioritize accessibility.

The Central Role of Culture

A common thread unites many of these considerations: organizational culture. While the technology sector generally acknowledges the importance of accessibility, a significant awareness gap persists.

Accessibility must be integrated throughout the entire software development lifecycle, extending beyond initial requirements to encompass marketing, sales, and other departments. It shouldn't be relegated to a specialized team working in isolation. Recognizing accessibility as everyone’s responsibility is crucial for cultivating a culture that consistently prioritizes it.

This cultural shift will move the conversation from questioning the necessity of accessibility – “Do we have to make this accessible?” – to focusing on implementation – “How do we make this accessible?” This represents a significant change in perspective with a real impact on the lives of the billion-plus individuals globally who live with disabilities, or experience temporary impairments.

Education and Awareness are Key

Championing accessibility can sometimes feel like a difficult undertaking, but it doesn’t require complex solutions. The primary need is for increased education and awareness.

Understanding the needs of the individuals who will use accessible products, and the reasons behind those needs, facilitates buy-in from all levels of an organization. Building this culture is the initial step in a continuing journey toward greater accessibility, and the process becomes progressively easier.

• Prioritize diverse hiring practices.
• Develop accessible code from the start.
• Partner with accessibility-focused vendors.

Ultimately, a proactive approach to accessibility is not just ethically sound, but also strategically advantageous.