0
accessibility                             means                   business               well-designed content = results f...
noisy
fast-paced
competitive
global
noisy                             fast-paced            global          competitiveSo why cut off large groups of consumers
Answer: ignoranceIt’ll take too                   Hmm. Sounds      Blind folkslong. Let’s look                   expensive...
Accessibly-designed content will:      savemake youmore money      you moremoney
Accessibility                     universal{It’s also quite beautiful too}
What accessibility means for business
1.new markets       4.                     reduced                       legal risk  superior products 5.2. & services per...
“   We shipped IE 4.0 in September 1997. Two months    later, we shipped a minor upgrade, primarily to deliver    features...
“ There is nothing that you can do on the iPhone or iPad that I cant do.”                            - Stevie Wonder
“ For people without disabilities,  technology makes things convenient.  For people with disabilities,  technology makes t...
“The power of the Web is in its universality.  Access by everyone, regardless of  disability, is an essential aspect.”    ...
It makes sense.                  Standards-based                  design                  Accessibility
What accessibility is all about
Accessibility is…                                            productthe usability of a                          service   ...
It means taking account of:                          age1.                          language Individuals of different phys...
It means taking account of:2.                         internal     Individuals who use app-based     different software of...
It means taking account of:                        desktops3.   Individuals with   handheld devices     different hardware...
Accessibility   &   Responsive design
Accessibility and responsive design
Accessibility is a solution
More than just technical accessibility or compliance.                                   Accessibility                    ...
What it means for users with disabilities
TodayPre-internet   Vision-impaired couldn’t   Screen readers read               read newspapers.           electronic tex...
Credit: itutelecommunication“My quality of life has changed dramatically. Technology is the limb I never had.” – Joanne O’...
Credit: itutelecommunication “Without Microsoft, Adobe and Apple in my life I would not bedoing and achieving my full pote...
People with disabilities and their spending power
the largest minority group in20%           the United Statesof the total population.                           - Disabilit...
Globally, 1 billion people report having a disability          In the U.S., people with disabilities          control aggr...
In 2004, 2.3 million undergrad andgrad students reported disabilities -more than doublethe 1.1 million reported in 1996.  ...
54 million have at least one disabilityAmericans baby boomer population +  more veterans returning from war = double this ...
Baby Boomers account forof all U.S. families, plus           48%spending power of     > $2 trillion.               - Chris...
21 %– 23%        have highly deficientof U.S. adults   literacy skills     another     have very limited    25 %– 28%    l...
of online shoppers who experience75%      sites that freeze,         sites that crash,         slow sites, and         a c...
And over in the UK,impaired + elderly =combined spending power of€297 billion                             - RNIB
83%   of disabled people “walk away”      from purchases because they      feel unwelcome, or the product      or service ...
Tesco implemented a fully accessible versionof their online grocery store.It cost £35,000 to develop and generatesestimate...
What the law says
federal departments                and agencies          {   including web designers                                      ...
set of international guidelines        developed by the W3CWCAG:   basis of most web accessibility laws        Version 2.0...
Perceivable       Available to the sensesOperable         Users can interact with all controlsUnderstandable Content is cl...
Source: quicklycode
21st Century       U.S. smartphones to have accessibleCommunications       web browsers by 2013   and Video         Smartp...
Where others went wrong                             2000Sydney Olympic Games Organizing Committee doesn’t provide braille ...
Where others got it right
“   We have evidence that online shoppers with    Sainsbury’s also shop in-store. If the online    experience is inaccessi...
“ At Barclays, we believe that our commitment  to diversity and inclusion, backed up by a  philosophy of accessibility, it...
“   We believe, from our own experience, that those    organisations that signal their commitment to diversity and    incl...
Banco Bradesco becomes 1 st bank 1998: in the world to offer online banking            for people with visual disabilities...
“ From the beginning, we said that all our to the  would be aimed at connecting everyone                                  ...
How accessibility increases findability
more oftenAn accessible website gets found with increased regularity      by users who get      exactly      the informati...
But wait, there’s more.Accessibility really does mean business.
Less development timeIncreased usability                       Direct cost savings                         Accessibility  ...
Whose job it is
IA? IxD? PM? Devs? CS?                  (sorry)…it’ssaw that coming, didn’t you?) (you       everyone’s job.
CS & A11y, sitting in a tree
“ The longest journey begins with  the shortest alt text. ”                          - Jeffrey Zeldman
assessinguser goals
briefingwriters
testingusability
changemanagement
communitymanagement
How not to listen to your users… and lose business1.
2.
3.
Accessible content tools
Qualitative content audit
Style guide
Style guide  Keep your writing short and scannable                                        Start strong                Writ...
Writing checklist
How to spread the love
1.drive it from   the top down   4.collate and                      share2.appoint an   A11y champion  5.how theyup       ...
If all else fails…
Remember. This is why.
“   Beautiful, meaty, lengthy, clear, accessible:    these can all exist, side by side.    It’s up to us – people who live...
Let a11y be your ally
helps businesses reach their objectivesAccessibility   helps users reach their goals
Thank you.Irene Walker   @1rene   Confab 2012        Minneapolis
Recommended resources• Developing a web accessibility business case for your organization  http://www.w3.org/WAI/bcase/• Y...
Accessibility Means Business
Accessibility Means Business
Accessibility Means Business
Accessibility Means Business
Accessibility Means Business
Accessibility Means Business
Accessibility Means Business
Accessibility Means Business
Accessibility Means Business
Accessibility Means Business
Accessibility Means Business
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Accessibility Means Business

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How well-structured, good content means accessibility. And, in turn, how accessibility helps both companies and users reach their goals.

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Transcript of "Accessibility Means Business"

  1. 1. accessibility means business well-designed content = results for everyoneIrene Walker @1rene Confab 2012 Minneapolis
  2. 2. noisy
  3. 3. fast-paced
  4. 4. competitive
  5. 5. global
  6. 6. noisy fast-paced global competitiveSo why cut off large groups of consumers
  7. 7. Answer: ignoranceIt’ll take too Hmm. Sounds Blind folkslong. Let’s look expensive. And won’t use myat it again in a unnecessary. product.year’s time.
  8. 8. Accessibly-designed content will: savemake youmore money you moremoney
  9. 9. Accessibility universal{It’s also quite beautiful too}
  10. 10. What accessibility means for business
  11. 11. 1.new markets 4. reduced legal risk superior products 5.2. & services performance increased employee3.relationships building on
  12. 12. “ We shipped IE 4.0 in September 1997. Two months later, we shipped a minor upgrade, primarily to deliver features that made IE easier to use for people with disabilities.But that upgrade also contained, among other fixes, the solutions for 6 of the top 10 customer complaintsfrom that brief interval between the two releases. ” - Bill Gates, Business @ the Speed of Thought
  13. 13. “ There is nothing that you can do on the iPhone or iPad that I cant do.” - Stevie Wonder
  14. 14. “ For people without disabilities, technology makes things convenient. For people with disabilities, technology makes things possible.” - Judith E. Heumann, Secretary of State, U.S. Department of Education
  15. 15. “The power of the Web is in its universality. Access by everyone, regardless of disability, is an essential aspect.” - Tim Berners-Lee
  16. 16. It makes sense. Standards-based design Accessibility
  17. 17. What accessibility is all about
  18. 18. Accessibility is… productthe usability of a service environment facilityby people with the widest range of abilities - The International Organisation for Standardisation
  19. 19. It means taking account of: age1. language Individuals of different physical ability mental ability level of literacy
  20. 20. It means taking account of:2. internal Individuals who use app-based different software office systems
  21. 21. It means taking account of: desktops3. Individuals with handheld devices different hardware laptops cross-network devices telecoms equipment
  22. 22. Accessibility & Responsive design
  23. 23. Accessibility and responsive design
  24. 24. Accessibility is a solution
  25. 25. More than just technical accessibility or compliance. Accessibility  People
  26. 26. What it means for users with disabilities
  27. 27. TodayPre-internet Vision-impaired couldn’t Screen readers read read newspapers. electronic text out loud. Motor-impaired couldn’t Assistive technologies turn newspaper pages. adapt computer interfaces. Deaf people can view captioned multimedia.
  28. 28. Credit: itutelecommunication“My quality of life has changed dramatically. Technology is the limb I never had.” – Joanne O’Riordan
  29. 29. Credit: itutelecommunication “Without Microsoft, Adobe and Apple in my life I would not bedoing and achieving my full potential. My life would be quite differentto what it is now.” – Joanne O’Riordan
  30. 30. People with disabilities and their spending power
  31. 31. the largest minority group in20% the United Statesof the total population. - Disability Funders Network
  32. 32. Globally, 1 billion people report having a disability In the U.S., people with disabilities control aggregate annual income of > $1 trillion. - Disability Funders Network
  33. 33. In 2004, 2.3 million undergrad andgrad students reported disabilities -more than doublethe 1.1 million reported in 1996. - Disability Funders Network
  34. 34. 54 million have at least one disabilityAmericans baby boomer population + more veterans returning from war = double this number, in 20 years’ time - Disability Funders Network
  35. 35. Baby Boomers account forof all U.S. families, plus 48%spending power of > $2 trillion. - Chris Orestis,The Silver Tsunami White Paper
  36. 36. 21 %– 23% have highly deficientof U.S. adults literacy skills another have very limited 25 %– 28% literacy skills - National Adult Literacy Survey, (via Angela Colter in Contents, Issue No. 2)
  37. 37. of online shoppers who experience75% sites that freeze, sites that crash, slow sites, and a convoluted checkout processwould no longer buy from these sites - Jupiter Research
  38. 38. And over in the UK,impaired + elderly =combined spending power of€297 billion - RNIB
  39. 39. 83% of disabled people “walk away” from purchases because they feel unwelcome, or the product or service offering is inaccessible. - EFD Survey
  40. 40. Tesco implemented a fully accessible versionof their online grocery store.It cost £35,000 to develop and generatesestimated annual revenue of £1.61m - Business Taskforce on Accessible Technology
  41. 41. What the law says
  42. 42. federal departments and agencies { including web designers producing work for them } Section 508: government-funded projects { including any states that choose to adopt it }“equal or equivalent access to everyone”
  43. 43. set of international guidelines developed by the W3CWCAG: basis of most web accessibility laws Version 2.0, based on POUR
  44. 44. Perceivable Available to the sensesOperable Users can interact with all controlsUnderstandable Content is clear and unambiguousRobust Wide range of technologies
  45. 45. Source: quicklycode
  46. 46. 21st Century U.S. smartphones to have accessibleCommunications web browsers by 2013 and Video Smartphones to be accessible in generalAccessibility Act: Solutions must be free or of “normal cost”
  47. 47. Where others went wrong 2000Sydney Olympic Games Organizing Committee doesn’t provide braille alternatives for ticketing or souvenir programs. 2009 Arizona State University encourages students to use electronic textbooks 2011 that are not accessible. Walt Disney Company fails toaccommodate the needs of vision- impaired customers across its websites and within its theme parks.
  48. 48. Where others got it right
  49. 49. “ We have evidence that online shoppers with Sainsbury’s also shop in-store. If the online experience is inaccessible or disappointing, shoppers are very likely to move to a competitor – as will the in-store spend. ” - Hamish Elvidge, Director at Sainsbury’s
  50. 50. “ At Barclays, we believe that our commitment to diversity and inclusion, backed up by a philosophy of accessibility, it not just a social and legal responsibility, but will be fundamental to the performance and competitiveness of our business in years to come. - John Varley, previous Barclays CEO
  51. 51. “ We believe, from our own experience, that those organisations that signal their commitment to diversity and inclusion, particularly through technology, are reaping increasing commercial benefits. They recognise that investing in accessible and usable technology products and services, workplace environments and facilities opens up new markets, increases productivity and liberates talent, and enables the provision of innovative accessible technologies based on an understanding of individuals’ technological aspirations. ” previous Barclays CEO - John Varley,
  52. 52. Banco Bradesco becomes 1 st bank 1998: in the world to offer online banking for people with visual disabilitiesIts internet customers grew by 12 percent each month.
  53. 53. “ From the beginning, we said that all our to the would be aimed at connecting everyone actions power of technology. HP has made a public commitment to provide leadership in designing accessible products and ” services for people with disabilities. - Hewlett-Packard
  54. 54. How accessibility increases findability
  55. 55. more oftenAn accessible website gets found with increased regularity by users who get exactly the information they are looking context loyalty to find via Search
  56. 56. But wait, there’s more.Accessibility really does mean business.
  57. 57. Less development timeIncreased usability Direct cost savings Accessibility means businessWider clientele Increased findability Optimised mobile content
  58. 58. Whose job it is
  59. 59. IA? IxD? PM? Devs? CS? (sorry)…it’ssaw that coming, didn’t you?) (you everyone’s job.
  60. 60. CS & A11y, sitting in a tree
  61. 61. “ The longest journey begins with the shortest alt text. ” - Jeffrey Zeldman
  62. 62. assessinguser goals
  63. 63. briefingwriters
  64. 64. testingusability
  65. 65. changemanagement
  66. 66. communitymanagement
  67. 67. How not to listen to your users… and lose business1.
  68. 68. 2.
  69. 69. 3.
  70. 70. Accessible content tools
  71. 71. Qualitative content audit
  72. 72. Style guide
  73. 73. Style guide Keep your writing short and scannable Start strong Write in the active voice Be inclusive Avoid abbreviations wherever possible Use contractions sparinglyLink text must make sense out of context Ensure all images have appropriate alt text Use thoughtful microcopy
  74. 74. Writing checklist
  75. 75. How to spread the love
  76. 76. 1.drive it from the top down 4.collate and share2.appoint an A11y champion 5.how theyup let them see square3.decision-makers workshop with
  77. 77. If all else fails…
  78. 78. Remember. This is why.
  79. 79. “ Beautiful, meaty, lengthy, clear, accessible: these can all exist, side by side. It’s up to us – people who live and breathe content, whose literacy levels are high and whose understanding of content is nuanced enough to know when to use what - to simply be thoughtful enough to make it so. ” - Sara Wachter-Boettcher in a comment on Angela Colter’s Contents article, ‘The Audience you didn’t know you had’
  80. 80. Let a11y be your ally
  81. 81. helps businesses reach their objectivesAccessibility helps users reach their goals
  82. 82. Thank you.Irene Walker @1rene Confab 2012 Minneapolis
  83. 83. Recommended resources• Developing a web accessibility business case for your organization http://www.w3.org/WAI/bcase/• Yahoo! Accessibility Library http://yaccessibilityblog.com/library/• Web accessibility - a holistic business perspective, Ph.D dissertation by Marie-Luise Leitner, Universität Wien http://othes.univie.ac.at/7773/1/2009-11-30_9806366.pdf• One Voice for Accessible ICT www.onevoiceict.org• Web Accessibility: Web Standards and Regulatory Compliance, Jim Thatcher et al. (Friends of Ed, 2006)
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