Checking our footing…
Web accessibility myths for the mobile generation
Prof Jonathan Hassell (@jonhassell)
Director, Hass...
I’ll challenge the orthodox views…
Why believe me? My experience…
• 13+ years experience in accessibility and inclusion
• regular international speaker and t...
My views come from (analysis of) years of
user-research and real-world project management…
• the full guide on how to transform your organisation to
achieve the consistent creation of web sites and apps
that are u...
1What disabled and elderly people
need is
accessibility
No, what they want is a site to be usable…
just like everyone else…
Accessibility is just the engine…
you still need the rest of the car to work to get you there…
2All you need is
WCAG 2.0
WCAG is useful for…
WCAG is useful for:
• websites
• developers – list of what I
have to do with the tech
(e.g. headings)
...
But who codes from scratch these days?
Most sites are mash-ups…
So it’s more about how you choose the techs/components…
Should you choose to use these techs…?
And, if so, how do you make them accessible?
We need to add guidelines that understand
modern web product creation…
WCAG is useful for:
• websites
• developers – list ...
3The best business case
for accessibility is
the law
The legal business case…
• if an organisation’s web
product is not accessible to a
disabled person, that person
might have...
But outside the USA there’s very little case
law, so you can probably get away with it…
… with a bit of insurance against risk
And, when presented with options,
which policy do you buy…?
the
cheapest!
The ethical business case…
• Ensuring disabled people are not
excluded from the benefits of
modern digital technologies, s...
This rather falls apart
in a recession…
Leaving you with… the bottom line – costs & benefits
4Accessibility is cheap…
no, it’s expensive…
no, it’s cheap...
Accessibility is not cheap… unless…
You don’t include
rich interaction
You don’t
include video
You don’t include
user-test...
Which is most of the web these days…
Yes, thinking about it at the start does make it cheaper
But cost estimating is still difficult
as different checkpoints have wildly different costs…
Estimated unit cost
Game over?
No – the real question is… is it worth it?
5We won’t get enough
Return on Investment
Who could you reach…?
10-20% of the population
45.2 million adults in the USA
Figures depend on:
• the definition of disab...
And your “future selves”…
Whose numbers are growing rapidly…
Unfortunately different checkpoints have wildly different
potential reach benefits…
Estimated benefit
7m hoh
people…
200k ...
And, in practice, how many of these people do you get?
On the best ‘case-study’ site, all
the studies are at least 3 years...
How the SEO industry sells its benefits…
Relative value of
google rankings
Benchmark current
ranking
And don’t pay us til
...
cf. How accessibility advocates sell our benefits
Potential value of
disabled customers
Benchmark current
disabled usage
A...
Come on, who’d you give your money to…?
or
We need to start counting, like everyone else does…
Yet we’re still squeamish about it…
Solutions are on their way…
6If you build it
(to be accessible)
then they will come…
You build the most accessible site in the world…
What you were hoping for…
What you get if you don’t market to your audiences…
How do you ‘market’ to disabled audiences…?
The ‘obvious route’ doesn’t necessarily work Social media to the rescue?
7Accessibility and
Inclusive Design
are anti-creative
Listening to your diverse audiences need’s…
identifies challenges…
but innovation often follows a challenge
How disabled and elderly people can free you from fixation…
Opportunities: mainstream inclusion vs beyond inclusion
© 2011 Centre for Business Innovation Ltd
- 51 -
Centre for Business Innovation
“Connected Communities, helping you Do mor...
Don’t be afraid of beyond inclusion => reverse inclusion
Opportunity: the commercial business case
– audience diversity => creativity
Where do you think Apple got the enabling techs for this?
See my CSUN 14 Accessibility innovation
through gestural and sign-language interfaces slides
8Accessibility and
Inclusive Design
help everyone
Inclusive design is all around us…
© 2011 Centre for Business Innovation Ltd
- 58 -
Centre for Business Innovation
“Connected Communities, helping you Do mor...
So, yes, I’m a fan…
But it does have its problems
BBC iPlayer
disability focus group (2009)
• Vision impaired / dyslexic
• “I like the black –...
Comment: at 08:24am on 14 Jul 2010, thrifty
wrote:
* The secondary menu bar is a bright red -
glares "danger" in western p...
“The fundamental requirements for website accessibility, for disabled people, have been
under discussion for years and can...
“You can’t do that…” “You must do this…”
This is why personalisation is necessary…
8. Consider inclusive design and user-personalized approaches
– non-individualized/inclusive
• accessibility through guide...
Why have ‘design for all’…
when you can have ‘design for me’?
I have a tool that helps with this…
9Disabled people
use
assistive technologies
Actually use of Assistive Technologies is low…
6-8%of UK web users use an
Assistive Technology
(screenreader, adapted
mous...
Even when Microsoft research finds their benefits should be
useful to a huge number of users…
Source: Microsoft/Forrester ...
Why? - current web accessibility solutions expect:
1. one site to work for all…
2. or an Assistive Technology or OS/browse...
Super-able disabled cf.
the majority disabled
Extremely impaired cf.
minor impaired
Websites
Browser
(incl.
toolbars)
OS
settings
‘My Desktop/Laptop/Netbook’Device
What’s in place on mobile…? – Apple or com...
And different support for expectations
Oh, where did my browser settings go…?
See GPII
Solutions need to be simpler
And less fragmented…
Make it easy to use, or people won’t…
And make sure it works on all devices…
10Accessibility is just about
blind people
- now for platforms…
The bad old days…
Motor Dysfunction, 1,562,000,
9%
Dyslexia, 1,900,000, 10%
Mild Learning Disability,
1,750,000, 10%
Severe Learning Disabil...
But it seems mobile platform creators
didn’t quite get the message… (2012)
In iOS 6 Apple are going beyond blind
(at last,...
Thankfully, things are improving… (2014)
11Text is more accessible
than other media
Motor Dysfunction, 1,562,000,
9%
Dyslexia, 1,900,000, 10%
Mild Learning Disability,
1,750,000, 10%
Severe Learning Disabil...
Motor Dysfunction, 1,562,000,
9%
Dyslexia, 1,900,000, 10%
Mild Learning Disability,
1,750,000, 10%
Severe Learning Disabil...
Maybe all text should get an alt-video…
After all, which would you prefer?
Read how to do it…
Watch the demo video
or
12The most important
accessibility requirement
for images is alt-text
Motor Dysfunction, 1,562,000,
9%
Dyslexia, 1,900,000, 10%
Mild Learning Disability,
1,750,000, 10%
Severe Learning Disabil...
Then more important than your alt-text…
Is that your pictures tell the story
without words…
✔✗
13The most important
people in accessibility
are developers
To be clear…
the accessibility of your web
products is in all
these people’s hands…
Designers Writers
Project Mgrs Product...
But, when it comes down to it, who defines the product?
14It doesn’t matter if your mobile
site/app isn’t accessible, just as
long as your desktop site is
What does research tell us…
• Older
– 47% over 65 compared to 20% of general population
• Less likely to be working
– 43% ...
cf.
It could be your mobile version
is the ‘simple version’ people are asking for
cf.
Or your mobile app as the ‘simple version’
cf.
Or you might get…
‘someone else’s version’ as ‘simple version’
15Websites have to be
accessible
from the start
We all got so scared by this…
We forgot the real world, of proofs of
concept, experiments, and versioning
Minimal viable product:
Not perfect yet…
But w...
Lose the battle, win the war…
16BS 8878
is just for
huge companies
BS 8878 maps well to
guidelines for creating
‘effective websites’
as well as accessible
ones…
Join the discussion online…
http://www.hassellinclusion.com/2011/12/accessibility-myths-2011/
More Hassell Inclusion at CSUN-14:
7 Signs of maturing in accessibility and inclusion
• The accessibility industry is
agin...
• the full guide on how to transform your organisation
to achieve the consistent creation of web sites and
apps that are u...
Training &
support for
BS8878
Standards
Innovation
www.hassellinclusion.com
Strategy &
research
Get in touch…
e: jonathan@hassellinclusion.com
t: @jonhassell
w: www.hassellinclusion.com
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Accessibility myths for a mobile generation

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Some of our key accessibility ideas are back to front. The most important aspect of the accessibility of images isn't 'alt-text'. The number of disabled people who use assistive technologies is tiny compared with those who don't. And for many people video is more accessible than text, not less accessible.

In this CSUN 2014 talk, Professor Jonathan Hassell exposes 16 foundational things that all advocates “know” about accessibility as myths, using real user-research to show how they need to be replaced to properly serve today’s tablet and mobile-obsessed disabled and older users.

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  • The most important aspect of accessibility of images *is* 'alt-text *if* you are blind. Not all people with disabilities have the same disability People who don't use assistive technology don't consider themselves disabled, and I agree they shouldn't. I think your 'design down' approach is refreshing, but if priorities leave out 2-3% that happen to be blind, then the war is lost for winning a battle.
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  • it can be:reductiveconstraininglowest common denominatora compromiseit can constrain creativity & innovation - new technologies and techniques
  • Websites all for the same audience that need this stuff – all members of Vision 20:20 group
  • Accessibility myths for a mobile generation

    1. 1. Checking our footing… Web accessibility myths for the mobile generation Prof Jonathan Hassell (@jonhassell) Director, Hassell Inclusion CSUN 2014 – 19th March 2014 Photo by jjuochka - flickr
    2. 2. I’ll challenge the orthodox views…
    3. 3. Why believe me? My experience… • 13+ years experience in accessibility and inclusion • regular international speaker and thought leader • lead author of UK Accessibility Standards BS 8878 & chair of its drafting committee • former Head of Usability & Accessibility, BBC Future Media • led work to embed accessibility across BBC web, mobile and IPTV production teams • Won BIMA 2008 & Access-IT@Home awards for the accessibility features of BBC iPlayer • Product Manager of innovative, award-winning products: • won IMS Global Learning Impact Award 2010 for MyDisplay • won ‘Best Usability & Accessibility’ BIMA 2006 for My Web, My Way • 3 x Bafta-nominated for rich-media eLearning projects using breakthrough accessibility technologies for disabled children
    4. 4. My views come from (analysis of) years of user-research and real-world project management…
    5. 5. • the full guide on how to transform your organisation to achieve the consistent creation of web sites and apps that are usable and accessible to all your customers, at the most efficient cost • with practical case-studies from leading accessibility experts worldwide, including: • Jennison Asuncion (Canada), • Debra Ruh & Jeff Kline (USA), • Andrew Arch (Australia) • David Banes (Qatar) • Axel Leblois (UN) For information on the book, free access to video case-studies, and a chance of winning the book visit: http://hassellinclusion.com/book/
    6. 6. 1What disabled and elderly people need is accessibility
    7. 7. No, what they want is a site to be usable… just like everyone else…
    8. 8. Accessibility is just the engine… you still need the rest of the car to work to get you there…
    9. 9. 2All you need is WCAG 2.0
    10. 10. WCAG is useful for… WCAG is useful for: • websites • developers – list of what I have to do with the tech (e.g. headings) • designers – list of what I have to do with my design (e.g. colour contrast) • requirements managers – list of what I have to include as features (e.g. subtitles) Slight problem: • they’re all mixed together… Other WAI documents are useful for: • browser creators • CMS/tool creators • mobile site creators • evaluation • how disabled people use the web • how to get the best of a browser • how disabled people should provide feedback to website owners
    11. 11. But who codes from scratch these days? Most sites are mash-ups…
    12. 12. So it’s more about how you choose the techs/components…
    13. 13. Should you choose to use these techs…? And, if so, how do you make them accessible?
    14. 14. We need to add guidelines that understand modern web product creation… WCAG is useful for: • websites • developers – list of what I have to do with the tech (e.g. headings) • designers – list of what I have to do with my design (e.g. colour contrast) • requirements managers – list of what I have to include as features (e.g. subtitles) Slight problem: • they’re all mixed together… Other WAI documents are useful for: • browser creators • CMS/tool creators • mobile site creators • evaluation • how disabled people use the web • how to get the best of a browser • how disabled people should provide feedback to website owners BS 8878: • less about ‘technical accessibility’ more about the process of how you create, test and maintain web sites and apps • harmonised with inclusive design and usability • procurement guidelines, as much as tech guidelines • more emphasis on content maintenance guidelines • emphasis on users reaching site’s user-goals, not tech & design meeting checkpoints
    15. 15. 3The best business case for accessibility is the law
    16. 16. The legal business case… • if an organisation’s web product is not accessible to a disabled person, that person might have grounds for making a claim against the organisation under different countries’ laws & regulations • e.g. • USA: ADA, CVAA, state disability laws • UK: Equality Act 2010 • Canada: AODA • Australia: DDA Equality Act: http://www.opsi.gov.uk/acts/acts2010/pdf/ukpga_20100015_en.pdf
    17. 17. But outside the USA there’s very little case law, so you can probably get away with it…
    18. 18. … with a bit of insurance against risk
    19. 19. And, when presented with options, which policy do you buy…? the cheapest!
    20. 20. The ethical business case… • Ensuring disabled people are not excluded from the benefits of modern digital technologies, see: • DCMS Digital Britain report, 2009 • DCMS eAccessibility Action Plan, 2010 • UN Convention on the Rights of Disabled People • 153 international signatories Digital Britain report: http://interactive.bis.gov.uk/digitalbritain/final-report/ eAccessibility Action Plan: http://www.bis.gov.uk/policies/business-sectors/digital-content/e-accessibility- forum
    21. 21. This rather falls apart in a recession…
    22. 22. Leaving you with… the bottom line – costs & benefits
    23. 23. 4Accessibility is cheap… no, it’s expensive… no, it’s cheap...
    24. 24. Accessibility is not cheap… unless… You don’t include rich interaction You don’t include video You don’t include user-testing You don’t include user- generated content You don’t include mobile
    25. 25. Which is most of the web these days…
    26. 26. Yes, thinking about it at the start does make it cheaper
    27. 27. But cost estimating is still difficult as different checkpoints have wildly different costs… Estimated unit cost
    28. 28. Game over?
    29. 29. No – the real question is… is it worth it?
    30. 30. 5We won’t get enough Return on Investment
    31. 31. Who could you reach…? 10-20% of the population 45.2 million adults in the USA Figures depend on: • the definition of disability “Anyone with a physical or mental impairment which has a substantial long-term adverse effect on their ability to carry out normal day to day activities” Disability Discrimination Act / Equality Act 2010 • people’s willingness to disclose this information via the survey mechanism – improving over time: e.g. Brazil figures 14.5% in 2011; 2.7% in 1991; 1.7% in 1981 Number (m) %age of popn Year USA 45.2 12.1% 2011 Brazil 24.6 14.5% 2011 UK 11 17.6% 2010 Hong Kong 0.12 6% 2001
    32. 32. And your “future selves”…
    33. 33. Whose numbers are growing rapidly…
    34. 34. Unfortunately different checkpoints have wildly different potential reach benefits… Estimated benefit 7m hoh people… 200k blind people…
    35. 35. And, in practice, how many of these people do you get? On the best ‘case-study’ site, all the studies are at least 3 years old 
    36. 36. How the SEO industry sells its benefits… Relative value of google rankings Benchmark current ranking And don’t pay us til we get you there We’ll tell you how much it will cost Tell us where you want to rank
    37. 37. cf. How accessibility advocates sell our benefits Potential value of disabled customers Benchmark current disabled usage And don’t pay us til we get you there We’ll tell you how much it will cost Tell us where you want to rank
    38. 38. Come on, who’d you give your money to…? or
    39. 39. We need to start counting, like everyone else does…
    40. 40. Yet we’re still squeamish about it…
    41. 41. Solutions are on their way…
    42. 42. 6If you build it (to be accessible) then they will come…
    43. 43. You build the most accessible site in the world…
    44. 44. What you were hoping for…
    45. 45. What you get if you don’t market to your audiences…
    46. 46. How do you ‘market’ to disabled audiences…? The ‘obvious route’ doesn’t necessarily work Social media to the rescue?
    47. 47. 7Accessibility and Inclusive Design are anti-creative
    48. 48. Listening to your diverse audiences need’s… identifies challenges… but innovation often follows a challenge
    49. 49. How disabled and elderly people can free you from fixation…
    50. 50. Opportunities: mainstream inclusion vs beyond inclusion
    51. 51. © 2011 Centre for Business Innovation Ltd - 51 - Centre for Business Innovation “Connected Communities, helping you Do more with Less” Engineering Design Centre OXO Good Grips • Well-known pioneer of Inclusive Design in the USA • Sam Farber’s wife, a keen cook, suffered from arthritis “Why do ordinary kitchen tools hurt your hands?” • First 15 products launched in 1990 • Sales growth over 35% per year from 1991 to 2002 • The line has now grown to over 500 products • Over 100 design awards received
    52. 52. Don’t be afraid of beyond inclusion => reverse inclusion
    53. 53. Opportunity: the commercial business case – audience diversity => creativity
    54. 54. Where do you think Apple got the enabling techs for this?
    55. 55. See my CSUN 14 Accessibility innovation through gestural and sign-language interfaces slides
    56. 56. 8Accessibility and Inclusive Design help everyone
    57. 57. Inclusive design is all around us…
    58. 58. © 2011 Centre for Business Innovation Ltd - 58 - Centre for Business Innovation “Connected Communities, helping you Do more with Less” Engineering Design Centre OXO Good Grips • Well-known pioneer of Inclusive Design in the USA • Sam Farber’s wife, a keen cook, suffered from arthritis “Why do ordinary kitchen tools hurt your hands?” • First 15 products launched in 1990 • Sales growth over 35% per year from 1991 to 2002 • The line has now grown to over 500 products • Over 100 design awards received And its wins are impressive…
    59. 59. So, yes, I’m a fan…
    60. 60. But it does have its problems BBC iPlayer disability focus group (2009) • Vision impaired / dyslexic • “I like the black – it’s cool” • “I hate it – I find it really tiring” • Aging / learning difficulties • “it was just too overwhelming” • “can’t there be a simpler version?”
    61. 61. Comment: at 08:24am on 14 Jul 2010, thrifty wrote: * The secondary menu bar is a bright red - glares "danger" in western psychology. Perhaps you could use a darker shade of the burgundy instead. * The background colour is forced to white - high contrast contributes to eye strain & headaches. Perhaps a light grey would help here? Comment: at 08:05am on 14 Jul 2010, chris b wrote: … Awful 'UK News/World New' panel - … Terrible contrast too between the text and dark background. Comment: Ana wrote: Your website claims to be accessible, but it is not, at least not 100% AA compliant. It fails the criteria: 1.4.3 Contrast (Minimum): The visual presentation of text and images of text has a contrast ratio of at least 4.5:1(Level AA)- http://www.w3.org/TR/WC AG20/ Sometimes you just can’t win…
    62. 62. “The fundamental requirements for website accessibility, for disabled people, have been under discussion for years and can be summarised on a single side of A4: 1. Default display of the website to first time users that accommodates the maximum number of people, especially with reference to fonts, font sizes, colours and large accessibility, “buttons”. It is anticipated that this will include, at a minimum: a. Arial 18 point 75% dark grey type (as per current Microsoft Word definition) force left aligned with jagged right margin on a light pastel blue background default, with a b. A large button, big enough for people with only 5% vision to see easily, to switch to high contrast alternatives at the top of the screen. c. A second large button, identical to the one above except with a high contrast boundary and low contrast filling (on the same lines as a. above) for those who are both partially sighted and have scotopic sensitivity. d. A specific button for one of the most common types of colour sensitivity needs (as in a. except 75% brown type on a dark yellow background).” If you really want to “design for all” you get this…
    63. 63. “You can’t do that…” “You must do this…”
    64. 64. This is why personalisation is necessary…
    65. 65. 8. Consider inclusive design and user-personalized approaches – non-individualized/inclusive • accessibility through guidelines, inclusive design, ATs, user-testing… – user-personalized allows… • users to specify their needs and then… – finds a suitable product from a number of alternative versions, or – adapts the web product to those needs • often through ‘additional accessibility measures’ – circumstances where a personalised approach could be useful: • where a ‘one size fits all’ approach doesn’t work for all your target audiences • if individual relationship with audience is possible/expected (e.g. eLearning) then a personalised approach might be expected • for audiences with restrictions on browser, installation etc. – user-personalized should always complement, never replace, inclusive design approaches And why personalisation is in BS 8878
    66. 66. Why have ‘design for all’… when you can have ‘design for me’?
    67. 67. I have a tool that helps with this…
    68. 68. 9Disabled people use assistive technologies
    69. 69. Actually use of Assistive Technologies is low… 6-8%of UK web users use an Assistive Technology (screenreader, adapted mouse or similar) to access the Internet Source: EEDP (2008)
    70. 70. Even when Microsoft research finds their benefits should be useful to a huge number of users… Source: Microsoft/Forrester Research study 2003, USA 57%of USA computer users (aged 18-64) are likely or very likely to benefit from the use of Accessible Technology
    71. 71. Why? - current web accessibility solutions expect: 1. one site to work for all… 2. or an Assistive Technology or OS/browser setting/tool to exist to make the site accessible • often they don’t (e.g. text to sign language, text to ‘Easy Read’) 3. and expects web users to: a. be aware that an Assistive Technology or OS/browser setting/tool exists for their need • (even with sites like BBC My Web My Way to point the way) most are not b. be able to afford that technology • most are C2DE so have difficulty affording expensive techs c. be able to work out how to install it • most are not technical (don’t know what a browser is) and scared of downloads d. be able to work out how to use it • most are unconfident e. be able to use it to access online content • thus… most never get this far, even if the site is WCAG AAA • … and to do this for every device on which they use the web
    72. 72. Super-able disabled cf. the majority disabled Extremely impaired cf. minor impaired
    73. 73. Websites Browser (incl. toolbars) OS settings ‘My Desktop/Laptop/Netbook’Device What’s in place on mobile…? – Apple or complexity... Installed ATs ‘My mobile/tablet (web)’
    74. 74. And different support for expectations Oh, where did my browser settings go…?
    75. 75. See GPII Solutions need to be simpler
    76. 76. And less fragmented…
    77. 77. Make it easy to use, or people won’t…
    78. 78. And make sure it works on all devices…
    79. 79. 10Accessibility is just about blind people - now for platforms…
    80. 80. The bad old days…
    81. 81. Motor Dysfunction, 1,562,000, 9% Dyslexia, 1,900,000, 10% Mild Learning Disability, 1,750,000, 10% Severe Learning Disability, 350,000, 2% Severely or Profoundly Deaf, 688,000, 4% Hearing Impaired (disruptive to lifestyle), 7,569,000, 42% Registered Blind or Partially Sighted, 434,000, 2% Visually Impaired (disruptive to lifestyle), 2,720,000, 15% Adult (15+) with Reading Age of under 5, 1,100,000, 6% People in the UK affected by some form of Disability We learnt from this: size of disabled audiences…
    82. 82. But it seems mobile platform creators didn’t quite get the message… (2012) In iOS 6 Apple are going beyond blind (at last, but still have “blind spots”) Google’s Android still focuses on blind (and VI) + some captions
    83. 83. Thankfully, things are improving… (2014)
    84. 84. 11Text is more accessible than other media
    85. 85. Motor Dysfunction, 1,562,000, 9% Dyslexia, 1,900,000, 10% Mild Learning Disability, 1,750,000, 10% Severe Learning Disability, 350,000, 2% Severely or Profoundly Deaf, 688,000, 4% Hearing Impaired (disruptive to lifestyle), 7,569,000, 42% Registered Blind or Partially Sighted, 434,000, 2% Visually Impaired (disruptive to lifestyle), 2,720,000, 15% Adult (15+) with Reading Age of under 5, 1,100,000, 6% People in the UK affected by some form of Disability Back to our stats:
    86. 86. Motor Dysfunction, 1,562,000, 9% Dyslexia, 1,900,000, 10% Mild Learning Disability, 1,750,000, 10% Severe Learning Disability, 350,000, 2% Severely or Profoundly Deaf, 688,000, 4% Hearing Impaired (disruptive to lifestyle), 7,569,000, 42% Registered Blind or Partially Sighted, 434,000, 2% Visually Impaired (disruptive to lifestyle), 2,720,000, 15% Adult (15+) with Reading Age of under 5, 1,100,000, 6% People in the UK affected by some form of Disability Who prefers words… and who prefers pictures…?
    87. 87. Maybe all text should get an alt-video… After all, which would you prefer? Read how to do it… Watch the demo video or
    88. 88. 12The most important accessibility requirement for images is alt-text
    89. 89. Motor Dysfunction, 1,562,000, 9% Dyslexia, 1,900,000, 10% Mild Learning Disability, 1,750,000, 10% Severe Learning Disability, 350,000, 2% Severely or Profoundly Deaf, 688,000, 4% Hearing Impaired (disruptive to lifestyle), 7,569,000, 42% Registered Blind or Partially Sighted, 434,000, 2% Visually Impaired (disruptive to lifestyle), 2,720,000, 15% Adult (15+) with Reading Age of under 5, 1,100,000, 6% People in the UK affected by some form of Disability As this is the case…
    90. 90. Then more important than your alt-text…
    91. 91. Is that your pictures tell the story without words… ✔✗
    92. 92. 13The most important people in accessibility are developers
    93. 93. To be clear… the accessibility of your web products is in all these people’s hands… Designers Writers Project Mgrs Product Mgrs Finance Legal Marketing Strategy Snr Mgrs TestersDevelopers
    94. 94. But, when it comes down to it, who defines the product?
    95. 95. 14It doesn’t matter if your mobile site/app isn’t accessible, just as long as your desktop site is
    96. 96. What does research tell us… • Older – 47% over 65 compared to 20% of general population • Less likely to be working – 43% of working age compared to 74% of general population • Heavy media consumers – Particularly TV and radio • Only half see themselves as ‘disabled’ – This made little difference to attitudes to the media Sources: Experience and expectations of disabled people (ODI 2008), TGI, Disabled for Life (DWP 2002), BBC Talking Disability Phase 3 research
    97. 97. cf. It could be your mobile version is the ‘simple version’ people are asking for
    98. 98. cf. Or your mobile app as the ‘simple version’
    99. 99. cf. Or you might get… ‘someone else’s version’ as ‘simple version’
    100. 100. 15Websites have to be accessible from the start
    101. 101. We all got so scared by this…
    102. 102. We forgot the real world, of proofs of concept, experiments, and versioning Minimal viable product: Not perfect yet… But with enough of the core unique selling points to test in public while you evolve it And accessibility may not be necessary for v1 MVP
    103. 103. Lose the battle, win the war…
    104. 104. 16BS 8878 is just for huge companies
    105. 105. BS 8878 maps well to guidelines for creating ‘effective websites’ as well as accessible ones…
    106. 106. Join the discussion online… http://www.hassellinclusion.com/2011/12/accessibility-myths-2011/
    107. 107. More Hassell Inclusion at CSUN-14: 7 Signs of maturing in accessibility and inclusion • The accessibility industry is aging and growing… • But is it maturing…? • how do you measure maturity in accessibility - in organisations, and as an industry? • from Tim Cook’s latest shareholder comments to the IAAP – here are 7 signs that we’re maturing as we grow…
    108. 108. • the full guide on how to transform your organisation to achieve the consistent creation of web sites and apps that are usable and accessible to all your customers, at the most efficient cost • with practical case-studies from leading accessibility experts worldwide, including: • Jennison Asuncion (Canada), • Debra Ruh & Jeff Kline (USA), • Andrew Arch (Australia) • David Banes (Qatar) • Axel Leblois (UN) For information on the book, a chance of winning it, and free access to video case- studies… send us your details via the form on the next slide, or visit: http://hassellinclusion.com/book There are many more myths, and tips on how to research your own myths, in my forthcoming book
    109. 109. Training & support for BS8878 Standards Innovation www.hassellinclusion.com Strategy & research
    110. 110. Get in touch… e: jonathan@hassellinclusion.com t: @jonhassell w: www.hassellinclusion.com

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