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The Business Case for Digital Accessibility

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Many of the UK’s biggest brands understand that accessible websites and apps are good for business, but too many people treat it as a bolt-on – As well as facing legal threats organisations could be missing out on a market that is estimated at £250bn.

In this recent webinar participants heard from AbilityNet, our Accessibility Partner, as they laid out the business case for making sure that your website and apps can be used by every customer.

The session was delivered by Robin Christopherson MBE, who has been a global expert in accessibility for 20 years and regularly speaks at international tech events. He used examples to show how inclusive design can boost revenue, deliver financial savings, improve your brand and reduce legal risks. He’ll also explained how accessible apps and websites can improve the experience for every single one of your mobile users – whether they have a disability or not. He was also joined by his colleague Mark Walker. Mark AbilityNet’s Head of Marketing and Communications and has been involved in digital inclusion for 25 years.

The webinar consists of a 30-minute presentation followed by a 20 minute interactive Q&A.

Published in: Business
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The Business Case for Digital Accessibility

  1. 1. 1 This webinar will start at 1pm Wednesday, 18 April 2018 13 February 2018 The business case for digital accessibility
  2. 2. 2 Webinar Guidelines Please mute your microphone during the presentation Contact Louise Stokes or Digital Leaders through the chat window if you have a question Question time is at the end
  3. 3. 3 Presenters Robin Christopherson MBE, Head of Digital Inclusion at AbilityNet with Mark Walker, Head of Marketing and Communications at AbilityNet
  4. 4. #AbilityNet20 The Business Case for Accessibility Digital Leaders Webinar, 17 April 2018 Robin Christopherson Mark Walker
  5. 5. #AbilityNet20 • Financial Benefits • Brand Benefits • Legal Benefits Why Accessibility Matters to Every Business 5
  6. 6. #AbilityNet20 • Digital Accessibility Testing and Consultancy • Workplace Assessments • Students/DSA Assessments • IT Support At Home • Free Online Resources • Free Helpline: 0800 269 545 About AbilityNet 6
  7. 7. #AbilityNet20 “Our investment in accessibility has meant we’re able to offer a better online experience. Now our focus is on becoming much more cost effective by building accessibility into all our processes. That way, it’s there right from the start. Just business as usual.” Geoff Mossman Head of Customer Vulnerability, Group Transformation Lloyds Banking Group 7
  8. 8. #AbilityNet20 Why should we consider the needs of disabled people? Why should we invest in accessibility? What are the potential benefits to our business? BUT you’ll need to take the next steps yourself and decide how to adapt your business and digital strategy? Business Case, Not Business Strategy 8
  9. 9. #AbilityNet20 Web accessibility means that people with disabilities can perceive, understand, navigate, and interact with the web • World Wide Web Consortium (W3C) • Web Content Accessibility Guidelines (WCAG) • EU Accessibility Directive – Sept 2018 • Mobile and desktop • Apple and Google (Android) Guidelines What is Accessibility? 9
  10. 10. #AbilityNet20 • Vision Impairment • Hearing Impairment • Motor Impairment • Cognitive Impairment • Permanent • Temporary • Situational Inclusive Design
  11. 11. #AbilityNet20 • £249 billion – the UK Purple Pound • Every product and services easier to use by every customer • An ageing population • Usability bonus - inclusive design makes sites and apps easier/quicker for everyone to use Financial Benefits: Increasing revenues
  12. 12. #AbilityNet20 “The disability market is big, with ample room to increase sales and profits for business. 1.1 billion people globally have a disability, controlling over $6 trillion annually - a market the size of China.” Rich Donovan Founder and Chief Investment Officer WingSail Capital The Global Marketplace 12
  13. 13. #AbilityNet20 The Marketplace: Mobile, Mainstream, AI
  14. 14. #AbilityNet20 Get it right first time • Save time • Avoid retrofit Bandwidth • Websites are more efficient Better natural SEO • Lower advertising costs Financial Benefits: Cost Savings
  15. 15. #AbilityNet20 • Better designed products and services • Greater Customer Satisfaction • CSR: It's 'the right thing to do' • Better internal morale from knowing this area is valued Brand Benefits: Reputation and Loyalty
  16. 16. #AbilityNet20 • Mitigate risk and avoid litigation • Avoid costs and brand damage associated with legal proceedings • Equality Act 2010 • Recruitment, eg job application process • Employment, eg duty of care Sale of Goods Act 1979 eg online-only offers Legal Benefits 16
  17. 17. #AbilityNet20 Financial Services • All info is reading age 14 Banking Services • Hi-vis banking card Retail • Investing in internal expertise and talent What does it look like when you’re doing it? 17
  18. 18. #AbilityNet20 Accessible websites or apps are simply signs that some things are being done correctly The real goal is a business strategy that embraces accessibility and inclusive design • Business advantage of getting it right • Embedded in every decision about digital • Do it – and do it better - before your competitors do… Why You Need to Win the Case 18
  19. 19. #AbilityNet20 • Huge market opportunities • Better products and services • Brand loyalty • Save money • Legal risks • Beat your competitors The Business Case for Accessibility 19
  20. 20. #AbilityNet20 How can we help? • News and Blogs • Digital Accessibility Services • Free Resources • www.abilitynet.org.uk
  21. 21. 21 Question Time Please send your question/s through to Louise Stokes or Digital Leaders in the chat window or tweet @digileaders
  22. 22. Thank you for joining us We will connect you via email after the webinar. A recording of this presentation will be uploaded to the Digital Leaders website shortly and also distributed via email.

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