Presentation by David Sloan and Sarah Horton, given at WebVisions 2015 in Barcelona, 3 July. How can a mature approach to designing for human diversity help lead to a better user experience for everyone?
Accessibility as a Driver for User Experience
David Sloan and Sarah Horton
WebVisions Barcelona 2015
Over a six-year period, the CEM [Customer Experience
Methodology] generated measurable improvements in key
metrics as high as 200%, in one recently reported project.
Typically the improvements fall within the range of 40% to
150%. Key metrics measured depend on the client, but in
the past have included revenue, cost savings, conversion
rate, customer or user acquisition rate, and retention cost.
The Customer Experience Methodology, uxfor.us/creativegoodmethod
Poll: What other arguments do
you use for investment and
support in doing UX?
Fax of Department of Justice letter to
Public shaming, private shaming,
legal action. What other arguments
can be made?
Sample Usability Attributes
• Learnability: How easy is it for users to accomplish tasks
• Efficiency: How quickly can users perform learned
• Memorability: How easily can users reestablish
• Errors: How many errors do users make, how severe,
and how easily can they recover?
• Satisfaction: How pleasant is it to use the design?
Usability 101: Introduction to Usability, uxfor.us/NNusability101
Sample Accessibility Attributes
• 3.2.4 Consistent Identification: Components that have
the same functionality within a set of Web pages are
• 3.3.2 Labels or instructions: Labels or instructions are
provided when content requires user input.
Web Content Accessibility Guidelines (WCAG) 2.0, uxfor.us/accessguides
Principles of Universal Design
• Equitable Use
• Flexibility in Use
• Simple and Intuitive Use
• Perceptible Information
• Tolerance for Error
• Low Physical Effort
• Size and Space for Approach and Use
North Carolina State University, uxfor.us/universal-design
Building empathy through