Developing Digital Properties for Accessibility

In today's digital-first world, the topic of website accessibility is not merely a bonus but an essential aspect of any successful online strategy. It's no longer enough to build a website that's visually appealing, easy to navigate, or loaded with compelling content. While these aspects are crucial, the conversation around website development and design has evolved, and accessibility is at its heart.

The importance of website accessibility is further highlighted by national laws and regulations. Many countries, including the United States, have legislation requiring businesses to make their websites accessible to people with disabilities. Failure to comply with these regulations could lead to lawsuits, hefty penalties, and damage to brand reputation.

The question is, how do we make our websites accessible? What guiding principles should we follow to ensure our digital spaces are inclusive? To answer these, I invite you to consider a personal anecdote that has significantly influenced my outlook on web accessibility.

Enter my Uncle Ed, a man who navigated life's challenges with grace and determination. Ed was an ardent baseball enthusiast with a particular fondness for the Oakland A's. Despite losing his sight later in life, his passion for the game remained undeterred. Armed with his transistor radio, a keen pair of ears, and a reliable cane, Uncle Ed was a regular fixture behind the first base at the A's games.

Uncle Ed had an uncanny ability to understand the game. The 'thwack' of a bat would tell him if it was a base hit, a foul ball, or a home run. It was truly remarkable. But how did he do it? He employed an impressive set of tools to interpret his surroundings:

• His cane guided him to his seat, immersing him in the live action.
• The transistor radio filled him in on the minutiae unfolding on the field.
• His alert ears kept him in sync with real-time developments.

This ensemble of tools allowed him to receive inputs from the game and process them effectively, proving that the right tools and the right environment can create an inclusive experience for everyone.

So, let's translate this into our world of website development. As marketers, our duty goes beyond creating visually appealing websites. We must build platforms that ensure 'meaningful access' and 'effective communication' for users with disabilities, much like the digital equivalents of Uncle Ed's cane, radio, and ears. In essence, we must eliminate digital barriers to make the online world as inclusive as a baseball game for Uncle Ed.

So, who exactly are we creating these websites for, and what are their needs?

Our audience is diverse and their accessibility requirements differ. Let's consider a few scenarios:

• Deaf Individuals: Many Deaf people read text fluently. To get audio information, they rely on transcripts or captions, while some express a preference for sign language.
• Hard-of-Hearing Individuals: Those hard of hearing often listen to the audio to capture what they can and use captions to supplement what they might have missed.
• People with Auditory Processing Challenges: Like those hard of hearing, these individuals also benefit from captions. Many prefer transcripts, allowing them to read and process information at their own pace.
• Blind or Low-Vision Individuals: Those who cannot see videos well or at all use audio descriptions of visual information to comprehend what's happening visually.

As we delve deeper into accessibility requirements, we come across more specific needs:

• Deaf-Blind Individuals: They commonly use a screen reader and Braille to read descriptive transcripts that combine audio and visual information as text.
• Individuals with Cognitive Disabilities: Descriptive transcripts are a lifeline for most videos for those who cannot focus and comprehend auditory or visual information amidst changing visuals.
• Individuals with Motor Disabilities: Some people are unable to use their hands and rely on voice recognition software to operate their computers and the media player. Similarly, blind individuals need a media player that works without a mouse.

And then, we have those who employ multiple accessibility features simultaneously. For instance, an individual might prefer having captions, descriptions of visual information as text, and descriptions in audio.

The story of Uncle Ed and his love for baseball drives home the importance of accessibility across life's arenas, including digital platforms. Just as Uncle Ed required his cane, radio, and heightened senses to fully experience the game, individuals with varying abilities need specific tools to access and enjoy digital content and information. Our duty, as architects of the digital world, is to ensure we create environments that are as inclusive as possible so that every user can enjoy the digital game.

Uncle Ed's unique approach to experiencing baseball underscores the significance of feedback in ensuring meaningful access. Just as the crack of the bat against the ball relayed crucial information for Uncle Ed, websites and digital platforms must offer feedback and alternative formats to cater to users with diverse abilities. These alternative formats include tools such as ARIA (Accessible Rich Internet Applications) tags, captions, transcripts, and audio descriptions.

This proactive approach towards web accessibility does more than just comply with the law or uphold ethical standards. It has tangible benefits for businesses. An accessible website allows businesses to reach a wider audience, including individuals with disabilities who may have previously been excluded. This inclusivity can lead to increased engagement and can create opportunities for businesses to connect with an untapped customer base.

At iCrossing, we recognize the importance of accessibility and have devised a variety of testing methods for websites, ensuring they can meet the needs of individuals with disabilities. Our comprehensive testing approach involves several steps:

1. Manual Testing: Our team manually scrutinizes the website's code, content, and design to identify potential accessibility issues. We adhere to accessibility guidelines and standards, such as the Web Content Accessibility Guidelines (WCAG 2.1 Level AA), assessing elements like keyboard navigation, alt text for images, proper heading structure, form accessibility, and color contrast, among others.

2. Automated Testing: We employ automated accessibility testing tools that scan web pages and flag potential accessibility issues. These tools utilize algorithms to check for common issues such as missing alt attributes, improper heading structure, and color contrast issues.

3. Assistive Technology Testing: By using the actual assistive technologies such as screen readers, magnifiers, or voice recognition software, we simulate the experiences of users with disabilities. This allows us to identify any areas for improvement.

4. User Testing: We engage with individuals with disabilities to test the website and provide crucial feedback. This user-centric approach allows us to identify specific accessibility barriers and usability issues that might not be evident through automated or manual testing.

5. Code Review: We meticulously examine the website's underlying HTML, CSS, and JavaScript code for proper semantic structure, keyboard accessibility, ARIA usage, and other coding considerations impacting accessibility.

6. Compatibility Testing: It might sound simple, but testing the website across different web browsers and devices to ensure consistent accessibility is paramount. Different assistive technologies might behave differently across platforms; hence, multi-platform testing aids in identifying any compatibility issues.
It's important to note that our approach to accessibility testing is not a one-and-done task. We view it as an ongoing process, integral throughout the development cycle. Regular audits and testing during development and after updates or changes are crucial to maintaining the highest accessibility standards.
By bringing together these testing methods, businesses and developers can identify and address accessibility barriers, making their websites more inclusive and usable for individuals with disabilities.

In the end, the story of Uncle Ed and his love for baseball serves as a compelling reminder of the importance of accessibility. It emphasizes the need for businesses to prioritize inclusivity in their digital platforms. Do you suspect your platform may need an accessibility assessment?
We're here to help.