Making Digital Experiences Accessible for All is Good Business

By Daniel Schiller, Salesforce

As we move to a more digital lifestyle, those with auditory, visual, cognitive, or physical differences encounter increased difficulty if apps and websites don’t consider accessibility for them.

Take the movement towards contactless shopping, which the pandemic is accelerating. What was once a first-world convenience is now a dire necessity. Then there’s food delivery. Users of smartphone apps such as Uber Eats and DoorDash will increase 25% this year, according to eMarketer.

The issue of accessibility to these digital experiences will come to a head. Case in point: A recent U.S. Supreme Court case centered around web-only pizza coupons that could not be used with a screen reader.

Web accessibility is about far more than pizza; it’s about the right of everyone to access information and communicate. The web offers those with disabilities an unprecedented opportunity to communicate and access information that other media does not. And individuals, businesses, and society benefit when everyone can use the web fully.

About 56 million people in the U.S. have a disability that may result in them being barred by technology that does not serve them, and as a result they are less likely to have full access, according to Pew Research. This is a huge lost opportunity when you consider this audience’s combined purchasing and brain power — not to mention dignity for all.

“The laws aren't black-and-white on this, but clearly courts are starting to lean in,” relays Fred LeBlanc, a product manager in marketing technology at Salesforce. What businesses can be sure about is the need to continually run audits and apply fixes where necessary. The World Wide Web Consortium (WC3) — a global community that develops principles to ensure the highest quality web standards — offers tools and other resources to complete such an assessment.

So how can developers of new digital experiences ensure their apps and websites are ADA (Americans with Disabilities Act) compliant? Below, a primer:

What is ADA accessibility?

The Americans with Disabilities Act states that all public spaces must provide equal access to all. When drafted 30 years ago, the internet as a “public space” didn't exist, but several court cases later, virtual spaces also need to be open and welcoming to all. Web accessibility is sometimes abbreviated with the numeronym “a11y” — there are 11 letters between “a” and “y”. It means that all users, regardless of their limitations on sight, hearing, mobility, or cognitive abilities, can use a website or app for its intended purpose.

An accessible digital property does not create a separate pathway for users with disabilities, and it is constructed to work with common assistive technologies people use to browse, read, and shop. In practice this means a Blind user can use an app with a screen reader; a Deaf user could rely on video captions; a user with a cognitive disability may benefit from reduced animations to prevent distractions.

You’ll find the most ADA-compliant practices for headings, subheadings, and eyebrows; image markups; link text; videos; and color contrast at the Web Accessibility Initiative.

Who benefits from web accessibility?

Much as curb cuts on city streets have made movement easier for people pushing strollers or delivery carts as well as users of wheelchairs, web accessibility improves engagement for users without a disability, including:

• Smartphone users on small screens
• Older individuals with changing abilities
• Temporary disabilities, such as a broken arm or lost reading glasses
• Situational limitations, such as bright light or background noise
• Those with slow internet connections or limited bandwidth

If you’re over 45 years old, or ever plan to be, you’re probably grateful web browsers allow you to configure font sizes. That’s just one example of the many accessibility features, or universal design elements, in broad use.

How your business can become ADA compliant

If you’re a site manager, business owner, or a11y curious, begin to advance your web accessibility today. Here’s how:

Identify accessibility issues: Over 150 tools can help quickly identify the parts of your web pages or apps that need improvement. Use one regularly.

Itemize, prioritize, and fix: List the issues in a spreadsheet and track the status. Fix small issues, like adding alternative text to an image or logo. Don’t forget to retest your site for compliance before republishing.

Develop the habit of making incremental updates and you’ll make progress. Full disclosure: Remediation for the larger issues may require third-party developers.

While web accessibility can be cryptic, in a digital-first world, ADA compliance and web accessibility may mean the difference between more or fewer customers.

Learn more at Getting Started With Web Accessibility on Trailhead.