The document discusses accessibility in digital retail. It summarizes user testing results that show people with disabilities have more difficulties completing tasks like discovering products and purchasing on e-commerce sites. It also outlines the legal risks companies face, citing increasing numbers of ADA lawsuits against retailers for lack of accessibility. Improving features like color contrast, text size, semantics and alt text can help sites comply with accessibility standards and benefit users with disabilities or impairments by allowing them to fully engage with digital experiences.

1. Accessibility in
Digital Retail
Yevhenii Shykiriavyi
Senior Experience Designer, ELEKS

2. E-commerce User Testing results
Visit Store Discover products Add to Cart Purchase
”Normal” vision Passed Passed Passed Passed
Low vision Passed Passed
Passed with
difficulties
Passed with
difficulties
Blindness Passed
Passed with
difficulties
Failed Failed

3. Americans with Disabilities Act

4. Lawsuits ADA in USA
Data from Level Access
2722
4436 4789
6601
7663
10136
13145
17020
15 19 57 262
814
2258
*5462
*11664
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
2013 2014 2015 2016 2017 2018 2019 2020
ADA Title III Lawsuits Web Accessibility Lawsuits * Projections

5. TOP 5 Lawsuits ADA in USA
- NAD vs. Netflix (2012)
- Gil vs. Winn-Dixie (2017)
- Markett vs. Five Guys Enterprises (2017)
- Mendizabal vs. Nike Inc. (2017)
- Robles v Domino’s Pizza LLC (ongoing)

6. Lawsuits ADA in USA
31% of Retail Companies listed in suits since 2017

7. Legal Risk. Avoid lawsuits
Benefits to be accessible

8. Image from Level Access

9. Brand Reputation is at stake
Benefits to be accessible

10. Increase Revenue
Benefits to be accessible
$490 billion Purchasing power of people with disabilities

11. Accessibility explained
The power of the Web is in its universality.
Access by everyone regardless of disability is an
essential aspect.
“
— Tim Berners-Lee, W3C Director and inventor of the World Wide Web

12. Accessibility explained
Disability is not just a health problem. It is a
complex phenomenon, reflecting the interaction
between features of a person’s body and features of
the society in which he or she lives.
“
— World Health Organization

13. Image from Microsoft’s inclusive toolkit

14. Image from Microsoft’s inclusive toolkit

15. How to improve accessibility?

16. Color Contrast

17. Text Color Contrast
Aa Aa Aa Aa Aa
Lowest Highest
1:1 21:14.5:1
Min. Recommended

18. Color Contrast. Insufficient (lower than 4.5:1)

19. Color Contrast. Sufficient (higher than 4.5:1)

20. WebAim contrast checker
Target minimum 4,5:1

21. Color Contrast
Who Benefits
- People with low vision
- Color blind
- Elderly people
- Bad monitors or monitors with low brightness

22. Target Size
Small Large
44x44 Px
Min. Recommended

23. Target Size
Interactive elements
- Button
- Link
- Text field and select
- Clickable icons

24. Target Size. Insufficient (smaller than 44x44px)

25. Target Size. Sufficient (bigger than 44x44px)

26. Target Size. Mobile App Recommendations
Human Interface Guidelines (iOS)
- 44x44pt
Material design (Android)
- 48x48dp for touch target
- 44x44 DP for pointer target

27. Target Size
Who Benefits
- Mobile devices
- Mobility impairments
- Difficulty with fine motor movements
- Large fingers
- Low vision

28. Screen Readers

29. Semantics and Structure
Add to Cart Add to Cart

30. Semantics and Structure
Add to Cart Add to Cart
“Add to cart”
<button><div>
“Add to cart, button, to click this
button press Space”

31. Semantics and Structure

32. Alt text

33. Skip links

34. Test with users

35. Want to learn more?
www.w3.org/TR/WCAG21/ prjctr.online/inclusive-design-online

36. Accessibility benefits
• Reduces Legal Risk
• Improves your Brand
• Increases Revenue

37. Thank You!

38. &
Yevhenii Shykiriavyi
Senior Experience Designer, ELEKS