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VALUE IN
ACCESSIBILITY
Darren Hood, MSUXD, MSIME, UXC
Michigan State University
Accessible Learning Conference
November 22, 2019
Competitive Advantage Via
Competitive Analysis
2
The age of
ACCESSIBILITY…
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
is here!!!
3
Or is it?
4
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
5
1995
Gregg Vanderhelden
Creates first Web accessibility guideline
1999
WCAG 1.0 published
2008
WCAG 2.0 published
2018
WCAG 2.1 recommendation
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
6
?????
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
7
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
Business
value
is not

clear
8
Business Benefits of Accessibility
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
• Sites are easier to maintain, update,
and redesign
• Reduces site maintenance costs
• Streamlines code
• Optimizes download times
• Reduces bandwidth costs
• Improves search engine optimization
(SEO)
• Improves device compatibility
Source: University of South Florida
9
Additional Accessibility Benefits
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
• Fosters customer loyalty
• Generates brand goodwill
• Provides clarity throughout the
experience
• Optimizes navigation
• Eliminates confusion
• Enhances readability
• Helps users complete transactions
10
ACCESSIBILITY
PROVIDES
COMPETITIVE
ADVANTAGE
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
11
AN UNTAPPED DOORWAY?
COMPETITIVE
ANALYSIS
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
12
What is a Competitive Analysis?
• Analyzes where an
organization stands in
comparison to the
competition
• Helps accurately identify the
competition
• Gives domain knowledge
• Highlights opportunities (and
threats)
13
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
SWOT Analysis
14
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
Competitive Assessment Matrix
15
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
Porter’s Five Forces
16
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
General/Standard Competitive Analysis
17
Accessibility Competitive Analysis
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
18
Accessibility Competitive Analysis
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
19
Accessibility Competitive Analysis
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
20
Accessibility Competitive Analysis
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
21
Accessibility Competitive Analysis
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
Competitor Category 1 Category 2 Category 3 Category 4
Your Company x x x
Company 1 x x x
Company 2 x
Company 3 x x x
Determine what categories to analyze
22
Accessibility Competitive Analysis
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
Competitors
Total Issues

(x .5)
Needs Review
(x .25)
Violations
(x 1) Score
Binson’s Medical Equipment 32 (16) 4 (1) 23 40
Hart Medical Equipment 22 (11) 21 (5.25) 0 16.25
Wright & Filippis 30 (15) 6 (1.5) 21 37.5
Use the analysis to determine which company performs best
23
CLOSING NOTES
• The age of accessibility?
• Accessibility provides tremendous
benefits for businesses.
• To truly make impact, we must be able to
speak the business’ language (i.e.,
engage in storytelling to help
stakeholders and leaders understand the
impact accessibility can have on the
business).
• An oft-overlooked way to “speak exec”
involves applying accessibility to
competitive analyses.
• The most accessible experiences will
yield competitive advantages.
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
24
SEIZE
YOUR
OPPORTUNITIES!!!
Accessible Learning Conference | MSU | November 2019
© 2019, Darren Hood
@uxuncensored
thankyou.

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2019 ALC Conference: Value in Accessibility (How to achieve competitive advantage via competitive analysis) — Darren Hood