Northern User Experience

Accessibility in practice

Clare Davidson & Barry Hill

February 2012

SimpleUsability

2 World Respected Eye Tracking & EEG by SimpleUsabilityPioneers of Neuromarketing, Retail Insight, Usability & Accessibility Services

SimpleUsability is one of the UK’s leading usability and accessibility companies.

Working with clients including Jet2.com, ASDA, Irwin Mitchell and Republic, our focus on the use of non-invasive neurotechniques delivers a deeper understanding of natural

behaviour based on hugely more reliable data from smaller sample sizes.

Why accessibility matters

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Reasons for building an accessible website:

•Legal – The Equalities Act 2010 “A person … concerned with the provision of a service to the public or a section of the public (for payment or not) must not discriminate against a person requiring the service by not providing the person with the service.”

•Social– equal opportunities for all users•Technical – site maintenance•Financial– search engine optimisation

World Respected Eye Tracking & EEG by SimpleUsabilityPioneers of Neuromarketing, Retail Insight, Usability & Accessibility Services

The spending power of the disabled community

• Two out of three businesses are losing out on £80 billion a year.

• Only 44% ensures products and services are accessible for their disabled customers.

• Only 21% act on market research with disabled people.

• Only 44% are confident that disabled customers can transact with them online.

• Only a third ensure customer facing departments consider the needs of disabled customers.

4 World Respected Eye Tracking & EEG by SimpleUsabilityPioneers of Neuromarketing, Retail Insight, Usability & Accessibility Services

Common and costly accessibility issues

–Text alternatives - (wcag 2.0 Level A)–Forms -Labels & input fields - (wcag 2.0 Level A)–Language of page - (wcag 2.0 Level A)–Link text - (wcag 2.0 Level A)–Page titles - (wcag 2.0 Level A)–Using tables to style content - (wcag 2.0 Level A)–Headings (wcag 2.0 Level A & Level AAA)

5 World Respected Eye Tracking & EEG by SimpleUsabilityPioneers of Neuromarketing, Retail Insight, Usability & Accessibility Services

Accessibility within the project lifecycle

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Accessibility Audit

Engage accessibility consultant

Accessibility wireframe mark-up

Prototype/Early Usability Accessibility testing

Accessibility/Usability testing

Accessibility/usability consultancy

CMS training

World Respected Eye Tracking & EEG by SimpleUsabilityPioneers of Neuromarketing, Retail Insight, Usability & Accessibility Services

Practical exercise

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The websites we will be reviewing are:•http://www.gotmilk.com/#/real-milk

•http://www.disney.co.uk/

•http://www.actiononhearingloss.org.uk/supporting-you.aspx 

•http://www.iamyuna.com/

•http://www.loreal.com/_en/_ww/index.aspx

Task 1

Please can you use this website to organise some flights for a weekend away to a European destination.

Please check everything that you would normally do, considering your booking party, their needs and any requirements you would have for this trip.

•http://www.easyjet.com/en/

 Task 2

Please can you use this website to find a suitable gift for someone special and proceed to buy this gift.

•http://www.harrods.com/

World Respected Eye Tracking & EEG by SimpleUsabilityPioneers of Neuromarketing, Retail Insight, Usability & Accessibility Services

The spending power of the disabled community

• Two out of three businesses are losing out on £80 billion.

• Only 44% ensures products and services are accessible for their disabled customers.

• Only 21% act on market research with disabled people.

• Only 44% are confident that disabled customers can transact with them online.

• Only a third ensure customer facing departments consider the needs of disabled customers.

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Thank you for your time

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