Demystifying Web Accessibility

May 14, 2024 | min read

Have you ever wondered how other people use the web? How does a young child play, watch videos, and even send audio messages to their parents? Or perhaps, how does a blind person who cannot see which button to click complete a purchase on their favourite online store?

Maybe you're thinking about these questions for the first time, and we need to warn you - the more examples we give, the more questions will arise. However, what you're about to read may impact you in a way you never imagined.

In Australia, one in every six people have a disability, and one in two over 65 have some form of disability, while 1.3 billion of the world's population has a disability. For some, the disability will be temporary. Others may be affected for a lifetime.

However, the issue of accessibility goes beyond that, as the majority of people will experience some form of disability at some point in their lives. We can classify disabilities into three types: permanent, temporary, and situational.

Permanent: Permanent impairment of a sense, body part or system that will persist for life.

Temporary: Impairments associated with recovering from injury or a short term medical condition, such as pregnancy;

Situational: Impairments that arise due to obstacles in the environment, such as a noisy cafe or shopping with a small child.

Because disability is as unique as a fingerprint, and also exists on a spectrum, it's difficult to accurately measure the impact of making our digital products accessible.

However, digital accessibility is just as important as designing buildings, products or environments to make them accessible to most people, regardless of age, disability, background or any other factors. In this article, we will give five reasons to invest in digital accessibility

1 - Provide dignity and autonomy

The web is full of barriers that significantly hinder many people's access. Whether it's an image on an e-commerce site without a product description, or the lack of contrast on a button to submit a form, many users cannot complete a journey from start to finish without encountering an accessibility barrier. This means that we are taking away the autonomy of many people by not ensuring access, as they will need someone else to do things for them if they want to enjoy specific spaces.

2 - Financial return

Contrary to the myth that people with disabilities have no purchasing power, a report from the American Institutes for Research (AIR) showed that this audience represents a purchasing potential of approximately $490 billion annually. The inclusion of professionals with disabilities in companies, and actions promoting inclusion and diversity, have contributed to improving the financial situation of these individuals. So imagine how incredible it would be to have this audience consuming from your brand.

3 - Increased visibility in search engines

Having a website with proper descriptions is excellent for users of screen readers, but it goes beyond that. Accessible websites have an impact on search rankings because they help search engines understand the importance and relationship of different parts of your site. A well-structured website makes all the difference in indexing and improving reach. In her article "Digital Accessibility: Inclusion as an SEO Ally," Ana Sofia brought up a crucial point about using image descriptions as a way to improve search results. This is because the algorithm cannot "see" images, but if they have proper alternative texts, it can understand and classify the content related to those images.

4 - Brand Reputation

According to Australian Network on Disability's 2017 Disability Confidence Survey found that 1 in 3 people with disability reported their needs often unmet. The report also found that people with disability are three times as likely to avoid an organisation and twice as likely to dissuade others because of an organisation’s negative diversity reputation. Developing accessible omni-channel experiences can significantly influence customer satisfaction and loyalty to brands, as well impact market share and revenue.

5 - It is required by law

Last but not least, it is the law! Website accessibility refers to the design and development of a website that allows individuals with disabilities to access its content and features. In Australia, there are several laws that regulate website accessibility, including the Disability Discrimination Act (DDA) and the Australian Human Rights Commission Act 1986 (AHRC Act).

But it's not just in Australia that digital accessibility has become law. In the United States, there is Section 508, a law that requires and guarantees access to technology by the American Federal Government. In 2019, the European Union established guidelines for digital accessibility with the "European Accessibility Act" (EAA). The goal is to provide everyone with equal access to telecommunications, software, and the Internet.

How do I know if my system is accessible?

There are methods to validate accessibility. These range from tests that can be performed using checklists based on WCAG, semi-automated tools that scan the page and identify barriers that can be fixed in the code, to a more comprehensive methodology involving a pair of individuals working together to validate broader points.

Here at CI&T, we have accessibility pairs who participate from the beginning of a project to identify accessibility improvements and perform validation at the end. The pair consists of a person with a disability and a person without a disability, and together, they go through various criteria to validate whether the system has accessibility barriers that need to be eliminated as soon as possible.

Digital accessibility is a matter for everyone in all areas of technology. This is because it is a cause that should be advocated for in all stages of software development, from the negotiation of a new product to the final launch. Each stage is essential and has a role in creating a more accessible web.

“Do the best you can until you know better. Then, when you know better, do better.” Maya Angelou

Let's continue to ask ourselves and each other, how can we make our solutions more digitally accessible and inclusive?