Sowmya Ramesh has been with Sopra Steria for the last 7 years, currently leading an initiative for developing the topic of Accessibility Testing within the company. With over 14 years of experience in the IT consultancy / service industry, Sowmya has worked with various clients in public and private sectors. A stint at ‘Enable Scotland’, a charity supporting people with learning disabilities, gave her an opportunity to understand the needs of the disabled community and she has developed a deep interest in accessibility. She has been striving to raise awareness about this topic and hopes for it to gain more importance in the IT sphere.
Today, we celebrate Global Accessibility Awareness day, and I can’t help but mention about witnessing perhaps the most divisive times in our recent memory. While harmonious communities are at the brink of deep divisions and our collective thought process is ever preoccupied with the volatile political and social situations, it is perhaps a good occasion to remind ourselves of those who are most vulnerable. There is a need to come together to support them more than ever before. The technical community has always taken pride in transcending boundaries most effectively.
There is a greater responsibility on us now to operate in a manner which looks out for end users who are the risk of getting completely ignored.
Internet inventor Vint Cerf has recently called for it to be considered an offence if a web based service is not accessible. While the sentiment seems fully justified given the service providers can get away without doing much about web accessibility, his views seem to predominantly hold programmers / developers responsible for such aspects. In reality all roles in a software development life cycle need to contribute towards making a service accessible. Right from senior management down to the operational teams, there is an onus on every role to make the end-to-end accessibility a reality, which the accessibility experts have been highlighting all along. There is something we can all do no matter what our position is in the big IT juggernaut.
Recently, MP Dawn Butler created history by using sign language for her speech in Parliament – an utterly inspirational gesture about caring for every person in our audience and for making sure everybody understands what she was trying to convey. To think, ensuring everyone understands our work is actually a basic obligation to ourselves as it will give it most reach and recognition. Looking at the same idea with a business hat on, there is a very obvious commercial benefit to it. The more people understand / access the content the better it is for marketing and hence better for business. It is sheer common sense to make our work accessible.
In future, the new innovations may very well address these requirements completely. For example, the improved voice browsing technologies are a great alternative for people with visual or motor disabilities. But at the moment there is still a big need to build websites with consideration to the diversity in user communities. At Sopra Steria we have a full set of services to make this happen – see our dedicated website for accessibility services and service infographic.
Now is a time for all of us to renew our pledge to achieve complete accessibility in the world around us.
Have you had an online experience which has been of great quality but found the accompanying business service less than satisfactory? I recently went through a similar experience with a popular cultural festival. There was an inconsistency in the ticketing process where an online ticket purchase required a visit to the ticket collection point to get a print of the ticket. Some of these points were difficult to reach and were poorly sign posted. It got me thinking how one inadequately supported aspect of an otherwise fantastic event was sticking out like a sore thumb for me! Allowing the customers to print the tickets at home would perhaps resolve the issue? Or offering a mobile e-ticket which would also be environmentally friendly?
A similar thought was mentioned by a speaker at the Accessibility Scotland 2016 conference that I attended recently. Accessibility expert Mark Palmer highlighted:
Accessibility needs end-to-end support in a business and web accessibility is just one aspect of it
Quoting the example of booking a flight ticket for a customer travelling with a guide dog (which is yet to be made a fully online process by some airlines and can be quite laborious), he explained that unless the business processes around this idea are well designed, it does not serve much purpose to just get the IT part of it right. Say if a software implementation has delivered a perfectly accessible web based system to place order for a product but the ordering process needs the user to physically go to an inaccessible collection point to pick up the product, the purpose is defeated. Yes, we do want the web accessibility requirements fully addressed but there should be an associated review of the business set up as well.
Coming to think of it, I can see many examples around me where the quality of an online experience is not followed up in the delivery of the actual service / business process. The priority seat booking in some of the low cost airlines that still requires the customers to wait in a long queue to make sure they get to keep their hand luggage on the aircraft with them. Another instance is when I booked classes for my son with a local swimming company, which had marketed their website in all flyers. The highly presentable website did not have the option to pay the fees online; hence the transaction did not end with my online activities, I had to follow up with a phone call to make the payment. While this could be true of any online service, the same principle is applicable to accessibility i.e., user experience as a topic is not limited to the web part of the customer’s journey in accessing a service.
An excellent example of getting this idea right is the ‘Accessible Tourism’ initiative by the public sector organisation Visit Scotland. The aim of this project is to encourage tourism businesses to consider making the full experience to be completely accessible. Right from practical tips around a disabled person using their facilities to case studies of success stories, there is extensive information provided to encourage businesses to make the overall experience fully accessible. This measure is to be appreciated as a step in the right direction to encourage the thought process of thinking through the end-to-end user experience.
Can you see such processes around you where the overall service experience is inconsistent with the online service?
It could be a project you are part of, an experience as a customer / end user? Can you imagine the frustration of such an experience? Perhaps it’s something we should bring to the attention of our clients / project teams who are on such missions. Project managers and business analysts need to look at this more closely perhaps? After all, it is the end-to-end user experience which ensures customer loyalty and complete user satisfaction.
Today (19th May) is the Global Accessibility Awareness Day (GAAD) and therefore a good reason to celebrate positive developments in this area. Recently there was an announcement from the European Commission that a new directive has been successfully negotiated, which mandates that public sector websites and apps are made more accessible. The above agreement is expected to be approved soon formally by the EU parliament and council, following which the member countries will have 21 months to convert it in to national legislation.
While it remains to be seen how quickly the directive gets converted into legislation, what is evident is that the political will behind this topic is gaining momentum in the European region, which gives reason to rejoice for those rooting for accessibility as a topic. For those more used to traditional references about accessibility, it should be highlighted that it is now considered part of the bigger title of “Digital Inclusion”. This area is, thankfully, getting a lot more attention as part of the drive for a Digital Single Market for the European region. Reduced operational costs, increased user satisfaction and better customer reach are just some of the key benefits that the experts have found this realises – in every sphere of business. It is apparent that the concerned policy makers of the EU commission are convinced about it.
Of course the upcoming referendum on 23rd June might change the course for the UK and, as a result, the relevance of legislation proposed by the EU commission might diminish.
Irrespective of the outcome of the referendum, the question we have before us is are we, or are we not, committed to being digitally inclusive?
We perhaps have a bit of soul searching to do as a technical / business community as to why we still have a strong prevalence of poor accessibility in websites. Why does this topic lack a voice in most discussions? Why is it so low down the priority list in every domain? Why does the disappointment for end users with disabilities not bother us? Why have we become comfortable with the inequality in this space?
In my opinion, every website is a service and this side of technology is way behind when it comes to digital inclusion. The designs built, websites developed and tested without much thought or consideration to the full spectrum of users is actually a form of discrimination that we are all a part of – often in complete ignorance, or due to project pressures or a misguided attempt to save costs. Do we realise how many sales will be lost due to inaccessibility, or how difficult it gets to complete online applications for crucial government services, or how companies fail to recruit talented people due to inaccessible job adverts?
Hopefully decisions like the one above will make this a more compelling factor to consider for service providers. Perhaps it is now time for all of us to put our hands up and get behind this topic, make it a priority in our immediate environment, and try to influence the decision makers to think about it. Not because it is a call from the EU, but for our fellow disadvantaged citizens, to reach out to them and give them the full opportunity to be a part of the on-going digital evolution.
On the occasion of 70th Anniversary of the United Nations, there has been an initiative to raise awareness about the importance of web accessibility. As a measure of immediate change, the organisation has started to improve all the UN websites.
UN Secretary-General Ban Ki Moon’s thought-provoking article stresses the importance of eliminating digital barriers. This also includes a brief but highly effective video highlighting the importance of accessibility and this notable line:
Accessible websites benefit all visitors, not just those with disabilities. On an accessible website, the user is put at the centre of the experience.
This is a lesser known fact about accessibility. Apart from the obvious advantages of creating an inclusive environment and increased market reach, accessibility enhances the overall user experience by improved clarity and structure. One of the hidden benefits is improved search engine rating (in fact Google essentially is like a blind person looking for information). But above all, it is all about acknowledging the diversity in the end user community, accepting the fact that we are all differently-abled due to many factors.
I’m passionate about User Experience (UX) – improving the digital experience for the user, particularly for the disabled users. So to learn about the scale at which this is being taken up by UN is very energizing. It is high time that this topic garners the attention it deserves. It is legally, ethically and commercially important make technology a level ground for those with disabilities. A live example of its benefits is the legendary scientist Stephen Hawking who uses various assistive technologies to express himself. What a loss it would be for the world to not provide that opportunity to participate!
Today’s IT service providers have to sit up and think what they are losing by not getting their act together in terms of accessibility. In fact, it can be considered a discrimination for a service provider to host an inaccessible website and hence be subjected to legal action. However, rather than fearing accessibility for such reasons, there is a strong case for businesses to consider improving web accessibility because of the positives it brings with it. There have been glorious examples of businesses reaping benefits by making their websites accessible. There have also been some infamous stories about those who have paid a price for disregarding this aspect.
To be fair, there have been some examples where organisations have put accessibility on the top of their list, particularly where a new system is being built. For example, during the development of GOV.UK portal (Government Digital Service), I am told that the delivery would not get progressed to the live environment unless there was a complete approval on the accessibility aspect of it. However such examples are far and few between. Sadly, most seem to have chosen to push it down their ‘to do’ list. In some cases it is seen as too significant an area of impact on development processes and hence not to be taken too lightly. i.e., hold a lot of discussions rather than take any action. Why do they do that I wonder?
Existing websites, old technologies, ongoing business, impact on BAU?
Accessibility is not easy to understand. You need to involve people with disabilities to fully realise the problems. How easy is it to engage people from that community in the software development process?
ROI: is there really an audience or are we just going through a lot of hassle for a small minority?
We need specialist companies to do justice to this topic; can we afford to get them on board?
Well, let us face it, all these factors are actually very real. I very much empathise with the businesses in the challenges involved around accessibility. It is a long way to achieve the utopian idea of fully accessible websites across board. But to me, the first step is not the implementation – it is to develop the will to support accessibility, to include it in the thought process, to talk about it in meetings, to encourage innovation around it, to consider investing in it. In my opinion, there usually is not enough research done before concluding that it is not for now, it is a topic to be taken up some day in the future.
This actually calls for a change of perception and practices, a real determination to make disabled users feel more welcome. There are some immediate measures a business could take up to reflect an inclusive line of thought. For example, carrying out an audit on the existing websites to understand the current issues is a good starting point. Implementing easy fixes sometimes does not call for a huge investment. Publishing an accessibility statement on the website is another recommendable measure, to acknowledge that there are known issues and to offer the users a way to report the issues they are facing. There could be other innovative, technical solutions to accessibility issues. There is a lot businesses could do, if there is a will of course.
We might want to take a cue from the construction industry. In today’s age, there perhaps would be no new building without a lift or a ramp. Even in existing buildings, there have been excellent examples of creating an accessible route with minimal impact to the structure. It is perhaps very natural for architects and engineers to factor it in by default. It is perhaps a matter of time before accessibility in IT attains a level of importance it gets in building constructions. But we IT professionals can make it happen sooner – for the sake of 15% of world’s population, for the sake of equality and human rights, or perhaps for the sake of our own old age!
And how do we do that? By learning more about it, by raising awareness, by talking to our customers about it, by trying our best to include it in our proposals / web designs / user interfacing programs / testing activities. It is our choice to be just an audience to this initiative started by the UN or to be an active part of it.