How we’re making accessibility more relatable

Co-op Digital has been looking at our understanding and awareness of accessibility.

What does accessibility mean to us? Are we good at it? Are we doing enough to embed it into our working practices throughout a project? Do we even know what accessibility means in ‘human’ terms?

We identified 3 problems we need to tackle:

  1. Awareness – how can we help more people understand what accessibility is about?
  2. Process – how can we put accessibility at the centre of every decision in a project?
  3. Communication – how can we make sure accessibility is being talked about throughout Co-op, not just in Co-op Digital?

This blog post focuses on our first step: raising awareness.

But first, here’s why we should all be taking accessibility seriously.

Why accessibility should never be an afterthought

1. It’s the right thing to do

We’re a co-operative, a different kind of organisation. An ethical business that puts members at the centre of everything we do. We should strive to be the most accessible organisation we can be. We need to live by our co-op values of equality, equity and self-help and make sure our products, services and websites are open to all.

Digital accessibility is a benefit to everybody, not just those with impairments.

2. It makes good business sense

The business benefits are clear, however the Co-op Digital team recognise we need to do more. Accessibility is now a known risk, and  our senior leadership team will monitor it over the next 12 months to make sure accessibility sticks.

There’s also the real possibility of legal action. More businesses are carrying out ‘accessibility audits’ because of 2019’s new regulations for public sector websites and a rise in accessibility litigation. Think Domino’s Pizza, which lost its legal case last year following a complaint by someone who was blind.

3. It’s more important than ever

The digital world was woven into our daily lives before, but during this crisis it’s become essential. It’s everything. As thousands of ‘physical’ businesses are getting to grips with moving their services online to reach people, accessibility is taking centre-stage in a way we’ve never seen before.

But we know it’s not about legal compliance. Or lawsuits. It’s about people. It’s about making sure our services are inclusive and for everyone.

Raising awareness

We tried to raise awareness in 3 ways.

1. We started with a survey

We asked Co-op Digital colleagues to fill in a survey so we could find out about their understanding of accessibility and how good they thought we were at ‘doing accessibility’ at Co-op Digital.

The results didn’t come as a surprise. They showed:

  1. Less than 50% of people were confident about delivering an accessible product.
  2. We were sometimes failing to:
  • Describe images.
  • Describe links and buttons.
  • Make sure there is good colour contrast on text.
  • Create focus states that are clearly visible.
  • Use HTML not PDFs or Word.

2. We set up workshops

We realised there was learning to do for all of us. Over 50 colleagues attended the ‘Jeopardy to practical accessibility’ workshops which aimed to:

  • give them the confidence, tools and skills to apply accessibility at any scale
  • demystify the complex language surrounding accessibility and make it relatable to your everyday life

The feedback was humbling:

A good eye-opening session about what accessibility means on the web. Some of the factors mentioned were surprisingly relevant to me, given I wouldn’t identify myself as needing accessible formats. Trying to read in motion or after a long tiring day – accessibility is surprisingly relevant to everyone and it is about time we engrain it in our DNA.

Sol Byambadorj, agile delivery manager

I must say that was a stonking accessibility session. I think the whole Funeralcare digital team along with digital marketing would benefit from seeing it.

Gail Mellows, lead designer

I was able to see accessibility needs from the perspective of users I had not previously been aware of, by giving situational examples as well as highlighting specific disability needs. I’ve come away and applied the tools that help to consider accessibility needs, almost immediately to my role.

Samantha Sheristondesigner

3. We created rhymes to help with relatability 

One of the problems the Digital team faces when it comes to raising awareness of accessibility is that it is often described in terms that are quite unrelatable. For example, the World Wide Web Consortium (W3C) describes web accessibility as:

“…websites, tools, and techniques [which] are designed and developed so that people with disabilities can use them. More specifically, people can:

  • perceive, understand, navigate, and interact with the web
  • contribute to the web”

When we’ve used this definition to explain accessibility, it has been understood, but it’s not something that everyone – especially those whose expertise is not in digital – can relate to. And without being able to relate to it, it’s easy to forget it or disregard it.

We needed a human, more emotional approach to accessibility. Something that put people first. Something visual showing that context and circumstance can change everything.

We wanted to reframe conversations and start thinking about situations most people have experienced. Like their commute to work, a stressful deadline, or sending a text message while their dog pulls the lead.

So we took the 25 accessibility issues we’d run through in the workshops and grouped them into rhymes. We set up a Twitter account A11yRhymes which got brilliant contributions and feedback.

We turned some of the rhymes into posters too.

yellow poster on the left hand side that says: on a sunny day on a wobbly train using my phone is a pain. make it work for everyone. pink poster on the right hand side says: in a new supermarket looking for some strong with these signs i'll be lucky to find a thing. make it work for everyone.

Making accessibility stick

We know from experience that if there’s no accountability in a larger organisation, things are unlikely to get done. So we’re working on an accessibility policy which outlines the standards we’ll adhere to in Co-op Digital, as well as the wider Co-op.

We’ll let you know how that goes.

Dave Cunningham
DesignOps manager

One thought on “How we’re making accessibility more relatable

  1. Jenny de Villiers May 11, 2020 / 6:07 pm

    How is the feedback from colleagues and members being evaluated?


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