1. The document discusses designing inclusive content and websites that are accessible to all users, regardless of ability, language, or other forms of diversity. It emphasizes considering the full range of human diversity and how content may make different groups feel. 2. It provides definitions of accessibility, inclusivity, and universal design. It also discusses the importance of inclusive design principles like celebrating diversity, considering the emotional experience of users, and being evidence-based. 3. The document outlines an "assumption slam" activity where participants list their assumptions, group and map them, and create a research plan to test assumptions in order to design more inclusive content.

1. Welcome to
@austindesignweek
@atxdesignweek
#ADW19 #MakeSpace

2. BEYOND ACCESSIBILITY:
Designing Inclusive Content

3. Sponsors
Champion Amplify
Sustain
Design-a-Thon
Community Partners

4. Definitions

5. Web accessibility means that websites,
tools, and technologies are designed and
developed so that people with disabilities
can use them.
— Web Accessibility Initiative (w3.org)

6. Design that considers the full range of
human diversity with respect to ability,
language, culture, gender, age and other
forms of human difference.
— Inclusive Design Research Centre

7. Accessibility asks,
“Can someone use,
interact with,
perceive, or
understand this?”
Inclusivity asks,
“How will this make
someone feel?
Could this hurt or
alienate anyone?”
What’s the difference?

8. Why should organizations
care?

9. Misconception: Reality:
Source: Microsoft survey, 2003
Everyone else
Disabled users

10. Misconception: Reality:
Everyone else
• Blind and deaf users
• Users in wheelchairs
• Vision (blind, partially blind, sun spots, color blindness, near
sightedness, light sensitivity, etc.)
• Hearing (deaf, partially deaf, sensitive to noise)
• Cognitive (i.e. autism spectrum)
• Learning disabilities (i.e. dyslexia)
• Non-native language speakers
• Anxiety, depression, PTSD, any other mental health condition
• Sleep deprivation, stress
• Environmental/contextual stressors
• Neurological disorders (i.e. migraine)
• Trauma survivors
• Temporary injuries or physical limitations
• Marginalized communities
[Incomplete list]

12. The cost of untested
assumptions

13. Example: Convert Kit rebrand
Everyone else

14. Everyone else
• $500K in “hard costs”
• Two years of work
• Website redesign
• Product redesign
• Marketing campaigns

15. Writing for web accessibility

16. Everyone else
Headers and subheads
• Prioritize important information
• Understandable
• Scannable
Tip: read only your headers and
subheads. Does the content still
make sense?

17. Hyperlinks and buttons
• Scannable
• Make sense on their own
• Accurate predictions of the action
• Easy to click
Imagine trying to click
on one small word in an
email, on your phone,
while your hands are
full. Such as, click here.

18. Alternate text, captions, transcripts
• Provide options, like captions and transcripts
• Alt text: ask “how does this image add meaning?” Describe that.
• Don’t keyword-stuff your alt text
• Don’t say, “image of…”

19. Plain language
• Make content easy to understand
• Everyone benefits from plain language
“It’s not dumbing down,
it’s opening up.”
Sarah Richards, Content Design London

20. Directional language
• This assumes the user can see perfectly, which
is not accurate. Don’t write like this.
Start Go
Click green to start, and red to go back.

21. Designing inclusive content

22. Everyone else
Principles of inclusive content
• Celebrates the broad range of human diversity
• Beyond access. Inclusive content makes people feel welcome.
• Considers the emotional experience of the user
• Accurate and based on evidence
How?

23. Content is not just writing.
Discovery Research Writing Revision Maintenance

24. Inclusivity at each stage
Discovery Research Writing Revision Maintenance
Become
aware of
assumptions
and privilege
Diverse users
Varied contexts
User stories >
Personas
Write for
your user
Get feedback
from diverse
user groups
Keep learning
and improving

25. Activity: Assumption Slam

26. The Assumption Slam
• We all have assumptions.
• Assumptions = stuff we believe without proof.
• Assumptions are risky when untested or unacknowledged
• Assumption slams acknowledge privilege and assumptions,
and help you create a research plan.
Adapted from talks and blogs by Andy Healy and Julie Booth, Shopfiy

27. How to do this:
1. List your assumptions
2. Group assumptions
3. Map assumptions
4. Create a research plan

28. Your mission: inclusive cosmetics brand
The project:
CARA is a cosmetics brand that just got funding. Previously, they
only sold in-person at local markets. They hired you to launch their
online presence, including an eCommerce website and a content
marketing campaign to drive online sales.
Check out your info packet.

29. List your assumptions
1. I assume my users identify as ________________, ________, ______
2. I assume people want to know _______________
3. I assume people feel _______ when they are shopping
4. I assume the most important audience is _______
5. I assume people are shopping because ________

30. Group your assumptions
• Assumptions about identity?
• Assumptions about capability?
• Assumptions about environment?
• Assumptions about knowledge or needs?
Make one sticky note for each group.

31. Map assumptions to inform research
• High risk
• Low risk
• Known
• Unknown
Known Unknown
High risk
Low risk
Make a plan Research!
Distraction
Needs
more
thought

32. Why does mapping help?
• Bad research = bad content (and design)
• Helps get stakeholder buy in for your research (we don’t know as
much as we thought)
• Acknowledging assumptions and privileges gets us thinking
critically

33. Last step! Create a research plan
• Qualitative research: answers unknowns (questions) you have
about how people think, feel, or interact with the world.
• Quantitative research: answers unknowns (questions) about what
people do, how often they do it, etc.

34. Research methods & examples
Qualitative research example user interviews
Offers insight into the words people use, what they think about a
product, or what they believe.
Quantitative research example data analysis
Offers quantifiable evidence of behaviors, such as what percentage
of users are on mobile.

35. Final thoughts

36. Inclusive content takeaways
• Assumptions and unrecognized privilege can hurt people
• Inclusive content benefits a lot of people
• Inclusive content has business value and risk
• Not sure? Connect with the people your content is for.

37. Thank you
for attending
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at the end of the session:
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