To create accessible digital experiences, brands need to consider the diverse needs of users and commit to inclusion, writes Kelly Slessor.
Inclusive digital experiences mean many things to many people. For me, it is about creating an online experience that responds to a user’s needs. As a result, this allows the user to achieve whatever it is they set out to do.
Research shows that an incredible 98% of websites have accessibility issues. There are 4.5 billion people online today and it has predicted to grow to 6 billion people by 2025. The question is, how do you create an inclusive digital experience for 6 billion people.
Last year, I received an email from a woman who was struggling to find the right outfit. The person was impaired and struggled to use online sites to shop due to the lack of accessibility. She highlighted the challenges faced by the impaired when shopping online.
One issue that stood out was the accessibility for remote communities. Some remote communities do not have access to high internet speeds or the internet. So, how can we create digital experiences that allow remote communities to gain access to websites, products and services? Also, how can these communities sell their products and services via online platforms?
There are many different areas that make up inclusive digital experiences. To test and learn, we need diverse teams and partners that recognise and understand the issues. We need to commit to change.
It is a complex topic with many challenging elements. It will become a key area of focus for many retailers and businesses in the next few years.