Designing accessible technology, including websites, to be inclusive to all makes social, moral, and business sense.

A big red button that instructs Google Assistant to play a YouTube playlist/ It may not seem like a massive innovation. However, for Google engineer Lorenzo Caggioni and his brother Giovanni, it was life-changing.

This simple device designed by Lorenzo and his Google colleagues meant Giovanni, who has Down’s syndrome, limited vision, and a severe speech impediment, could take control of his world through technology in a way that fits his needs.

“Now, Giovanni is able to express himself with the music that he loves. It may help us to focus on what we are: just brothers,” Lorenzo said.

Watch Lorenzo and Giovanni’s story here:

But not everyone who has a disability has a Google engineer for a brother.

The 61 million American adults who live with a disability – one in four people across the country, an estimated 2 billion across the globe – rely on inclusive and accessible designed technology to help them interact with the world in ways that fit their needs.

Tackling tech discrimination

Americans with disabilities are roughly three times as likely as the “average” American to never go online, according to the Pew Research Center. Their research also shows that Americans with disabilities are 20% less likely to own a computer, smartphone, or tablet.

When they do, they can often face significant barriers. Students at Portland Community College, for example, were rendered unable to complete core coursework because of inaccessible web content and devices.

Access to the internet is today fundamental to participation in human society. So much so, the UN’s human rights council released a statement in 2016. They stressed the importance of applying a comprehensive human rights-based approach when providing and expanding access to the Internet. In addition, the Internet needs to be open, accessible, and nurtured.

This isn’t just a matter of standing against internet censorship or supporting internet initiatives in the developing world. It is an acknowledgment of the role web accessibility now plays in our ability to exercise basic socio-political rights and participate equally in society.

“Fundamentally, people with disabilities need to be included in online education, employment, civic, and social opportunities,” Kate Sonka, Executive Director of Teach Access, told The Splash.

Tech giants and accessibility

Teach Access is a collaboration between academia, industry, and advocates that aims to enhance university students’ understanding of digital accessibility to ensure that future technologies are “born accessible”. Among its members are Facebook, Google, and Microsoft.

“There are no limits to what people can achieve when technology reflects the diversity of everyone who uses it”

– Microsoft spokesperson

These technology giants have rolled out a wide variety of inclusive accessibility projects in recent years. “We believe there are no limits to what people can achieve when technology reflects the diversity of everyone who uses it,” a Microsoft spokesperson told The Splash.

Facebook’s automated AI-driven alt text descriptions of pictures help people with vision difficulties. Similarly, Google has a range of accessibility products and features, including Live Caption. This function transcribes video and phone calls in real-time. In addition to this, Live Relay helps people who are deaf to make phone calls. In 2019, Microsoft’s Xbox Adaptive Controller became available worldwide. Designed to empower gamers with limited mobility, the device is customizable. Microsoft’s Seeing AI is an app that narrates the world for people who are blind or have low vision.

Accessibility failures

Vast amounts of websites and apps fail to meet accessibility requirements. This is despite innovative initiatives like these opening up new channels and opportunities for people with disabilities. As a result, the fight for inclusive design is heating up.

“Designing with broad inclusion in mind supports product innovation and increases market reach”

– Kate Sonka,  Executive Director of Teach Access

The number of Americans with Disabilities Act (ADA) lawsuits related to website accessibility nearly tripled from 2017 to 2018. Leading pizza chain Domino’s recently faced legal battles over the accessibility of its website to visually impaired people after the Supreme Court rejected the company’s appeal for the case to be thrown out. A similar case cost retail chain Target a fine of $6 million in class damages back in 2008.

Tech-free rules discriminate

The many ways in which technology – in particular smartphones – support people of all walks of life in their day-to-day needs to be considered carefully when introducing guidelines and rules around how and when this tech can be used. A recent twitter thread by Senior Engineering Manager at FinTech challenger bank Monzo, Sally Lait, drew attention to the privileged view of technology that lies behind “no device” policies that are springing up in response to perceived issues around digital addiction.

In response to an enforced device ban at a pub, Lait wrote: “Fair enough, most of our usage wasn’t needed. But what about situations where a device is genuinely essential for someone? Helping to independently read a menu if visually impaired? Quickly reading and writing to communicate if hearing is difficult?”

Commenting on the discriminatory nature of these policies, Lait lays the point bare: “Your experience of technology is not the same as others”.

More than a subset

Accessibility is not just about catering to a subset of people. It’s not just “the right thing to do”. Designing for inclusivity provides better experiences for us all.

If you, as an able-bodied person, break your arm or get an eye infection, you might suddenly be grateful for the flexibility at the heart of accessible design. It could help you to continue with activities you otherwise take for granted, like writing an email.

It is about more than catering to only physical disabilities as well. Providing solutions that support the experiences of those with cognitive disabilities are likely to improve the user experience for neurotypicals.

Our cognitive abilities fluctuate in response to factors like emotional state and fatigue. This impacts how successfully we navigate the unfamiliar and interact with the world – and technology – around us.

Our cognitive abilities also deteriorate with age. Research by Nielsen has shown that people’s abilities to use websites declines by 0.8% a year between the ages of 25 and 60. Older users are more likely to make mistakes when using interfaces, which becomes a source of friction and frustration. This is a UX issue.

Designing products with inclusion and accessibility in mind promotes positive experiences for people beyond those with a qualified disability.

The purchasing power of people with disabilities: In the US, the discretionary income (the money you have for nonessential items after taxes and basic living expenses have been paid) of people with disabilities is estimated to be roughly $21 billion. This is more than the African-American and Hispanic market segments combined.

Innovation through inclusion

Examples of inclusive design are everywhere – and you may not even realize it. Closed captions on streaming sites help people with hearing difficulties. However, they can also help non-native language speakers, and those on a noisy commute. Increased light settings on a smartphone help people with poor vision. They can also be useful when you want to reply to a message on a sunny sidewalk.

“Studies have shown that designing with broad inclusion in mind supports product innovation and increases market reach,” Sonka said. Apple has shown this to be true. The company has always championed accessibility in product design as part of its mission to create products that are inclusive of everyone, not just focusing on “the bloody ROI“.  “As a result, the extreme ease of use of the iPhone for blind users led to its wide adoption in the sight-impaired community,” said Sonka. The same is arguably true of adoption in the sighted community.

“We see accessibility as a basic human right”

– Sarah Herrlinger, Director of Global Accessibility Policy & Initiatives at Apple

Accessibility technology has been part of the journey to capabilities like natural language processing. Today, many of us use voice assistants like Siri and Google Assistant on a daily basis. They can add items to our shopping list or set timers when making dinner. They can even help us to settle an argument about the number of moons that Jupiter has (79, in case you were wondering). This technology developed from a text-to-speech program that was designed to help blind and partially sighted people.

“I think sometimes developers lose sight of the actual person”

– Santina Croniser, Accessibility Consultant

The philosophy of inclusive design

Advances in artificial intelligence and machine learning brings empowering possibilities to engage people with disabilities on a daily basis. This is in addition to virtual and augmented realities.

“In  the years ahead, technology has the potential to truly empower people with disabilities in new ways. Prioritizing inclusive design across digital spaces opens products and experiences up to more people. People with a wider range of abilities. It also reflects how people are adapting to the world around them,” a Microsoft spokesperson told The Splash. “To enable transformative change, accessibility needs to be a priority woven into the fabric of what we design and build. For every team, organization, classroom, and home.”

Bringing designers and engineers closer to the people who end up using their products is an important part of this process. Therefore, UX will benefit more broadly too.

“I think sometimes developers lose sight of the actual person—that there’s a real person that’s sitting there trying to use a product,” said Santina Croniser, an accessibility consultant based in Chicago. “This is even more compounded when you look at accessibility issues.”

Creating tech that is accessible from inception is not a technological challenge in so far as a problem of mindset. Baking inclusivity into projects from the start is all-round cheaper and easier than retroactively “fixing” sites or apps when accessibility issues are exposed – especially when million-dollar settlements are the consequence.


29 Apr 2024

Join us online for an hour of content marketing, innovation, and exclusive product ...

person holding a target in front of their face

02 Apr 2024

Ready, aim, fire! We’re talking all things targeted leads. Includes 5 steps to ge...

image of a target with darts in the bullseye

28 Mar 2024

Lead generation examples that dramatically increased conversion rates....

Robot pointing to his head

26 Mar 2024

Why first-party data is everything now...

money in pots with growth shoots coming out of them

11 Mar 2024

Craft stellar content marketing for financial services with our guide. Discover whi...

04 Mar 2024

In this guide, we cover everything from lead scoring and nurture programs to captur...

a sign pointing to excellent quality

04 Mar 2024

Use engagement data and generate quality leads from the outset....

a vintage typewriter

28 Feb 2024

Does data help marketers spin more effective yarns?...

sales people shaking hands

26 Feb 2024

Content marketing serves many purposes but there’s one particularly crucial for b...

data driven marketing trends blog thumbnail

19 Feb 2024

Get the scoop on the hottest data-driven marketing trends of 2024. Can you guess wh...

Future trends of content marketing report

14 Feb 2024

With wide-reaching technological advances and faltering market conditions, we wante...

woman gesturing

14 Feb 2024

Lead generation is the heartbeat that pumps leads through the sales funnel - keepin...

Subscribe to the Turtl newsletter

A round up of insights, trends, and tips on the world of content marketing