Anmol: Hello and welcome back to The Unthinkable Tech Podcast, the pulse on technology that is shaping our future. I am your host Anmol Satija and today we are here to discuss a topic that’s not just interesting but a crucial aspect of the tech industry that sometimes gets overlooked. I am talking about accessibility in UI/UX design.

Now, for many of us, using digital products like apps and websites is a part of daily life. But have you stopped to think about how these products are designed to be used, regardless of our abilities? If not then this is the conversation, you should listen to.

Today, We’ll be covering the know-how of accessibility in UI/UX and how you can make your products accessible to each
and every user. So Stay stunned.

Now to get going with the conversation I am excited to invite Divya Tanwar, a product designer at Unthinkable Solutions. She is a creative mind with a keen interest in exploring innovations that can impact user experiences.

Divya, Welcome to the show!

Divya: Thank you so much, Anmol! It’s a pleasure to be here and I’m looking forward to our conversation.

What does accessibility in UI/UX really mean?

Anmol: Awesome! To kick off things, I would like to begin the conversation by understanding what accessibility in UX UI design means. Can you enlighten our audience about this?

Divya: Well, let’s say you have a brand that aims to cater to people of all abilities and disabilities but you struggle to make your product convenient for all there the concept of accessibility comes into the picture.

If I have to simplify it, accessibility is the metric for how fully your users can use your app or website.

Now, there is a huge misconception that accessibility in UX relates to making the product usable for people with disabilities only but in reality it is way beyond that.

If I have to take an example, let’s talk about a real-life example of Tactile payment. Originating from Japan, these detectable warning surfaces can now be found all over the world. Initially, these were created to guide people with visual disabilities but now this design can be helpful for distracted walkers as well since we see a huge increase in cell phone usage while walking on roads. You can find this pavement alongside subway platforms, at the end of sidewalks, on the edge of stairs, and throughout major city streets to help guide and alert people when necessary. This is a great example of a product initially designed to solve an accessibility problem, which now benefits anyone.

Now since our world moving rapidly towards technological advancement, we can see similar examples in digital products as well which have been introduced over time and now benefit users of all abilities or disabilities closed /open videos not only help people who are deaf or hard of hearing, but they can also help people who are learning a new language or who have difficulty understanding spoken language.

To conclude, the aim is to make here is to make products whether physical or digital more usable to users in general and to have a positive impact on the overall user experience for all individuals.

Accessible design is something that promotes equal opportunities for all users, while also empowering them to accomplish their tasks independently, and fosters a sense of belonging and inclusiveness among them. It enhances usability, reduces frustration, and improves user satisfaction, leading to a better overall user experience.

Examples of inclusive UX design that benefit all users

Anmol: It’s really insightful to hear about how accessibility extends beyond just aiding those with disabilities and actually benefits a wider audience, Divya.

Can you give us some more detailed examples? It will help us relate more and understand the practical applications of accessibility in UX/UI design.

Divya: Accessibility is all about ensuring that everyone, regardless of their abilities or disabilities, can access information, products, services, and environments in a way that is inclusive and equal. But when we talk about digital accessibility, it is focused on the digital environments. The way of building an accessible web is making digital content accessible, so people with disabilities can access the same information and services as everyone else, which can lead to greater opportunities and a more equitable society.

Let’s talk about color blindness, which affects a significant portion of the population. Most people with color blindness are able to see things as clearly as other people but they have a hard time distinguishing between colours. Now if such users land on your site and cannot read the content, then they are very likely to leave, which means you lose out on potential business and may even experience a drop in customer loyalty. However, an accessible design would ensure that information isn’t conveyed to users by color alone, but also by using text labels or patterns to distinguish elements so that people with color vision deficiencies can still use the product effectively. The more users feel included and cared for, the more often they will return to use the product.

To share an instance of accessible design for color-blind people, I’ll share a personal experience where our design team at Unthinkable implemented certain additional features in a task management tool allowing it to cater to people of all needs.

This feature allowed users to activate color-blind mode which basically allowed them to be able to quickly distinguish between priority labels by adding an overlay of pattern over colors which helped the user to easily distinguish between labels. We also added certain additional features like text size control, dark mode and to help users with vision issues.

Another example that comes to the top of my mind is McDonalds. Lately, there has been trending news on social media about how the new feature on McDelivery enhances the ordering experience for those with color blindness. The newly updated feature offers three color enhancement options for color-blind users: ‘Green-Red,’ ‘Red-Green,’ and ‘Blue-Yellow.’ The McDelivery app and website employ a special algorithm to display the menu in colors that are suitable for each user, allowing them to make more informed decisions about their orders.

Now, if you see these examples the brands were able to improve user experience by using accessibility. But the first and foremost step to building an accessible product is to build empathy and install an inclusive design mentality which these brands have successfully showcased.

Anmol: Yeah, those examples are really nice and it actually highlights how thoughtful design can create a more inclusive digital environment. And it seems like these considerations are becoming increasingly critical and being adopted in the tech space. So Why do you believe it is essential for modern technology products?

Why accessibility is essential for modern digital products

As said earlier, our generation and coming ones too are facing a huge technological revolution where it has become a part of our day-to-day life, with that being said, It is very essential that the digital world starts considering the needs of all users when it comes to building digital products.
We are in a time where technology plays an increasingly central role in our lives, digital product design has gone from a mere convenience to becoming an essential element of modern existence. However, not everyone interacts with technology in the same way and taking into account the diverse needs of users is paramount.

Designing with accessibility in mind from the outset is crucial. By considering accessibility requirements early on, designers can integrate inclusive features seamlessly into the overall design, resulting in a more cohesive and user-friendly experience. One such example I can share here is of AssistiveTouch by Apple designed to help people with physical disabilities perform functions on their smartphones like pinching, swiping, and using Siri. And since it was made by Apple, it is already built into every iPad and iPhone. This shows that the people at Apple have already kept in mind the needs of disabled users and have implemented features that will enable them to reach to much wider audience.

We also make use of accessibility features, most of the time without even realizing it. This could be switching to dark mode, zooming in or adjusting text size in a Web browser, or dictating text into Siri – we’re constantly already benefiting from the device’s accessibility features.

These days normal design should equal accessible design, which means designing apps with a user interface that all users can navigate comfortably and easily, with a navigation system and content that’s in a logical order. Ease of use is paramount to the success of an experience or app but somewhere tech is still lagging in the inclusion revolution and today’s tech designers must approach all projects with an accessibility-first mindset to benefit all users.

Anmol: Absolutely, Divya. I would agree with the fact that we should start prioritizing accessibility from the start as it not only benefits those with specific needs but also enhances the user experience for everyone. It’s interesting to think about how many of us are using these features without even realizing that they were originally designed for accessibility.

Now moving further, Can you share a success story where implementing strong accessibility principles significantly improved user experience and business outcomes?

Business success through accessibility-first design

Divya: Our team at Unthinkable did have one client where we helped them revamp their healthcare tool (made for oncologists) to match the updated accessibility standards in order to serve the larger audience and as well to meet the legal requirements.

Because of this their business was not only able to get the latest certifications but was able to improve the overall experience of their users. We worked closely with them to address the concerns of the existing user and added features accordingly to resolve their queries. In return, within 3 months of the launch of the latest version the product started receiving positive feedback from users and the brand also saw an increase of 12% in product adaptation among oncology practitioners.

Anmol: There are certainly widespread implications of such design choices. How does neglecting accessibility impact a product’s brand reputation and customer loyalty?

What happens when you ignore accessibility in UX?

Divya: Committing to accessibility shows that a brand loves all consumers and is dedicated to providing a fair user experience. This not only improves the brand’s reputation but also cultivates loyalty among consumers who appreciate inclusion and social responsibility.

But recently I was reading about a survey from the Acquia Experience digital platform on accessibility and the business impact of neglecting it. In the same survey, they shared that approximately 60% or more of participants said they would consider switching to a competitor due to persistent accessibility challenges.

Nearly half of the participants rated their level of frustration when encountering accessibility issues on digital platforms as either “very” or “extremely” frustrating.

This is a major concern for brands as their reputation is being negatively affected. Not only this, such frustrated customers will end up feeling disappointed, angry, and excluded and will eventually move to a competitor brand for a better experience rather than continue with the poor experience at current brands. Users may easily share their experiences through social media and online reviews. Criticism about your product, website, or applications that are not available can quickly circulate, thus dissuading potential consumers and harming your brand’s image.

Anmol: Those were some significant stats. I think now is the time for companies should start realizing what they are losing if their apps aren’t accessible enough. There still are cases when companies and designers overlook it. his leads me to wonder about the misconceptions that might be out there.

What do you think? Are there any misconceptions that companies or designers often have about accessibility in UI/UX that prevent them from fully embracing it in their digital products?

Common misconceptions designers hold

Divya: Accessibility in UX design is often mistakenly seen as an optional add-on rather than an integral part of the process. Contrary to the belief that it detracts from visual appeal, accessible design can be both stylish and functional. True accessibility goes beyond merely following the Web Content Accessibility Guidelines (WCAG); it requires actual testing with individuals who have disabilities to ensure real-world usability.

Automated tools for accessibility checks are not enough, as they lack the ability to fully grasp the context and can provide a surface-level evaluation. They should be used to supplement detailed testing and reviews. The notion that making a website accessible is prohibitively expensive and complex is also a myth.

When accessibility is considered from the project’s inception, costs are comparable to non-accessible development, and it can result in increased user satisfaction and revenue.

Furthermore, for UK businesses and in many other countries, web accessibility is a legal requirement, not a choice, with legislation like the Equality Act 2010 prohibiting discrimination against people with disabilities, including in the digital realm.

Anmol: Thank you for clarifying those misconceptions, Divya. It’s also a critical reminder that accessibility is not just a best practice but a legal requirement in many regions.

Given the legal obligations companies have, it’s crucial for businesses to understand the ramifications of not adhering to accessibility standards.
Could you discuss the legal implications of accessibility, such as compliance with the Americans with Disabilities Act (ADA) or the Web Content Accessibility Guidelines (WCAG)?

Legal Implications: ADA, WCAG, and Global Standards

Divvya: In the United States, acts like the Americans with Disabilities Act (ADA) govern everything to do with public website accessibility for people with disabilities. It means that your site must be navigable to disabled people using assistive technology. To meet website accessibility legal requirements, you’ll need to ensure that all of your website’s pages are compliant with web accessibility guidelines. There, web accessibility is more than an ethical issue: it’s also legal and you risk fines if the justice department finds you guilty.

It is no wonder a brand like Domino’s Pizza was sued by a blind man who was unable to order pizza online. The blind man won the case and Dominos had to compensate him because their site did not offer him digital accessibility.

Fast food franchises have emerged as a frequent target for web accessibility lawsuits, with popular chains including Five Guys Burgers and Fries and Burger King facing legal action for ADA violations. One of the most widely publicized cases in the industry took place in 2019, when a man named Guillermo Robles, who is blind, sued Domino’s Pizza over violations of ADA Title III. According to the complaint, Robles could not order food from the Domino’s Pizza website and app using screen-reading software. Robles won the case, setting a powerful example for businesses.

Whereas if we talk about WCAG also known as Web Content Accessibility Guidelines, isn’t a legal requirement, but a set of globally adopted standards.

These are technical standards on web accessibility developed by the World Wide Web Consortium (W3C). The guidelines represent a shared, international standard developed by many different stakeholders, including industry, disability organizations, government, and accessibility research organizations. WCAG covers a wealth of success criteria that, when followed by website designers, developers, and content authors, can remove many of the barriers that people with disabilities face when navigating a website or other digital asset.

Anmol: Thank you for shedding light on the legal landscape surrounding accessibility, Divya.

Your insights have been incredibly valuable, and it’s evident that accessibility is an essential aspect of modern technology products, both from a legal standpoint and in terms of user experience.

As we wrap up this episode of “The Unthinkable Tech Podcast,” I want to thank you, Divya, for sharing your expertise

Divya: Thank you Anmol for having me.

Anmol: For our listeners, remember that accessibility is not just a box to tick; it’s about making technology usable for everyone. By embracing inclusive design principles, we can create better, more user-friendly products that serve all members of our society.

Stay tuned for our next episode where we’ll continue to explore the unthinkable realms of technology. Until next time, keep thinking beyond the possible!