Web Accessibility for Product Teams in 2025

Gauri Thakur at UXDX Community: Accessibility, AI UX, and Feature Sunsetting. Video: https://youtu.be/UAKeNiaay10

Readable transcript: edited from the recording's captions for readability (fillers and false starts removed, punctuation and section headings added). Wording is the speaker's own. Timestamps are positions in the video. Names marked [?] could not be verified against the audio.

Heidi, and how I got into web accessibility

[00:00:02] I would love to start with a question: have you ever imagined a digital world where everyone can participate equally? Today we will be diving deep into the world of accessible design and exploring how to craft digital products that are empowering for everyone.

[00:00:21] Let's start by talking about how the digital world is expanding, and compared to this digital world, where is accessibility? We will also be talking about whether there is a gap between them, and at the same time, if there is, then how should we bridge that gap. At the very end we'll also touch on product teams and how they can contribute to the same.

[00:00:45] But before we rush into that, let me start by introducing myself. Hi, I'm Gauri. I'm currently working as a senior UX designer at Betterworks. Today I want to talk to you about my journey with accessibility and the person who sparked this, Heidi. While I was studying for my master's I was also working as a part-time carer, and that's where I met Heidi. She was an amazing 85 year old woman who for her birthday had received a tablet as a gift. Now imagine her excitement, a whole new way to connect to the world. But there was a hurdle: Heidi wasn't sure how to turn it on, let alone navigate it.

[00:01:23] So I started to teach her some of the basics, like powering it on, setting up a video call. But the questions she asked, or the challenges she faced even to navigate through the home screen or WhatsApp or anything, they were so obvious to me before and I never questioned them, because I always thought maybe it was because of the generational difference, or whatever you want to put it down to. But those opened my eyes to the fact that maybe the web wasn't the same for everyone.

[00:01:56] Heidi's curiosity did not stop there. She wanted to learn more, but there was always this technological barrier between her wanting to learn and the limitations that she thought technology had for people like her. Despite this, she had almost deep dived into the world of technology, and that inspired and transformed my master's project, and that is how I got into web accessibility at all.

A digital revolution, and what accessibility actually means

[00:02:25] Let's talk about the world right now. We are going through a digital revolution, with technology not just shaping our daily lives, it's shaping how we work via remote working, it's shaping how we communicate as well as navigate the world. As you know, technology has also shaped our healthcare, which means that right now health technology expands lifespans. The global population is growing day by day, which means more people will be in need of accessibility, or will have some kind of disability at some point, whether temporary or permanent. Accessibility in this world has not just become a courtesy, it's a necessity. We need to ensure that these advancements aren't leaving anyone behind.

[00:03:11] But how many of us do know what accessibility means? Often accessibility is associated with ramps, wider doors, Braille, or any physical accommodation that people with a disability need. But accessibility is so much more. Imagine having a cozy dinner with your loved ones, and everyone is gathered around a table excited to share a meal, having a fun time. But imagine one of you has a food allergy. In that case we still must try to make it work, we still try to make something delicious so that they can also enjoy it with everyone, because it's fun when you're together.

[00:03:52] The essence of accessibility is the same. It's about creating inclusive experiences that cater to diverse needs and abilities. In this digital era we need to understand user psychology, how they process and how they maintain their cognitive load and react. With this we need to design interfaces that not only empower them but are also engaging for them.

[00:04:15] This feels frustrating, isn't it, even feeling deceived? Imagine these unwanted moments jumping through the screen and maybe missing important information. Well, this is the world people with disabilities have to go through every day and in every encounter. There is always a lack of keyboard accessibility, or maybe layout accessibility, or color contrast. It was difficult, isn't it? That's why it's important that we make sure that they see the world how we see it.

Key things to know about accessibility

[00:04:51] Let's start by talking about accessibility and some of the key things that we should know about it. There's no one type of disability. Heidi's needs are different from what Phil might need, because Phil has a visual impairment. Accessible design ensures that both Heidi and Phil can access information the same way. Imagine a website which has multiple pathways to reach the same result, like descriptive images, along with having keyboard as well as mouse navigation. So there's no one solution for it.

[00:05:31] Secondly, when we are talking about assistive technology, chances are you have already used it. Have you ever pinched your phone just to see a font, or probably an image, or probably a logo? Congratulations, that was assistive technology. Accessibility doesn't mean dumbing it down, it means having alternative ways for the same result, which everyone can use and which would actually make the world simpler.

[00:06:00] Now, when it comes to accessibility there are also legal guidelines in many countries, which are under the WCAG guidelines, or under AA, AAA or A standards, and it is a legal compliance requirement for many countries. But it's not just about legal compliance, it's about creating a space for everyone and making sure that accessibility and inclusivity are present everywhere, so that the digital world is full of participation.

Where we are today, and why the gap exists

[00:06:32] I think the best way to consider now is to compare where we are today. The status of accessibility in the current world has seen an upward trend. There is more awareness, there are more roles popping up, there is user research where disabled needs are being considered. But are we close? Not sure. Let's check.

[00:06:56] Around 15% of the global population lives with some kind of disability, compared to 97% of websites that still have accessibility barriers. And let's not forget the case where we know that almost an average user, as well as a disabled user, takes around 15 seconds or less to decide if a website is user friendly, which means not being accessible is actually losing them their insanity[?]. And let's not forget the business case for it: people with accessibility needs have money to spend, so if they can't use your platform they might go somewhere else.

[00:07:35] There are several reasons why the gap exists. We can start by asking a few questions of our teams, or probably of ourselves. Is accessibility currently a part of your process, or is it something that is often bolted on at the very end of the process, or probably just at the very start of it?

[00:07:55] Now, I have spoken about awareness, but is that awareness enough? Have you been reached out to by someone in your team, or probably in your company, and have they spoken about accessibility needs or making your product more accessible?

[00:08:10] Third, have you ever heard a developer or project manager say that we will release this version, but we do have some accessibility bugs, and we'll repair that in the next version, or probably the next, or probably the next? So do you think accessibility has the prioritization it should in the current world?

[00:08:32] And lastly, how many people in your organization are considered to be accessibility champions, or have themselves taken up the responsibility, or are specially hired for that? These are some of the starter questions that we need to ask to understand why there is a gap. In order to bridge this gap we have to think about what we can do, and whether it's as an individual or as a team. As a team, it's very important for us all to get on the same page, so that we can connect more people like Heidi to their loved ones all around the world, and not make her feel alone.

Bridging the gap: awareness and leadership buy-in

[00:09:14] So how do we bridge this gap? The simplest thing that I would do to start from scratch, number one, would be creating more awareness in my organization. I would start by educating myself, so building on the foundation. You can start learning some of the guidelines which are very openly available in a lot of sources, including the WCAG guidelines. These are guidelines that would teach you the standard accessibility needs and some of the principles that accessibility is based on.

[00:09:50] Starting with that, one of the most important things is to get leadership buy-in, and to do so what you can do is organize a workshop or presentation specifically for top management, highlighting the benefits of accessibility, such as reaching a wider audience, improving the brand reputation, potentially avoiding legal issues, and as discussed, our business case. Once the leadership is convinced, I think it would be much easier to get all of the other teams aligned with it.

[00:10:24] To convince other people, one more thing that can be done is to have empathy labs, where participants can see the world from the eyes of disabled people. The next thing that can be done is to have a diverse team. Actively seek to include people with disabilities in your team. They have lived experience that provides invaluable insights.

[00:10:51] The next thing is integrating accessibility into your core values. Once everyone understands the importance of accessibility, make it a core value, then ensure accessibility is considered throughout the development process, from the initial launch to the final launch.

Empathy labs and experiencing your own product

[00:11:08] Once everyone is aware about accessibility, the next thing you can do to get them an understanding is have an empathy lab. So what is an empathy lab? As I mentioned, it is basically stepping into the shoes of a person. This can be done by creating realistic situations, by using some of the goggles, or probably having to navigate through just voice recognition for a while, or maybe having plugins that can color coordinate your screens, or where you can see the screens as a blind person or a color blind person would. This can also be done through AR and VR, and having immersive workshops.

[00:11:51] The next important thing is to analyze a user journey. Map out the steps a person would take and follow it in your product and run it through your website. One of the important things after all of this is to measure the impact. Ask people, get some feedback, what they thought about the workshop, as well as track the results of the workshop later, and how it is affecting their team, how it is affecting their products, whether any steps have been taken, or even if their perspective has changed anything.

[00:12:24] Next, and one of the most important things, is to experience your own product in different situations or environments. So it's very close to the realistic simulation, but this would be actually real. For example, if you have ever worked for a delivery company or are working for one, have you ever tested your own product in the environment? Have you ever tested how a person making a delivery would experience it, probably in rain, in bad weather, or probably when they can't find a house?

[00:12:56] I would also like to mention that this is the same concept of simulation that I used for my own master's project, and this was inspired again from Heidi's story, because I thought the main reason that I could not understand this for so many years is because I did not see the world how she saw it, and it was important for me to see, and as a designer to design something for people with disabilities by experiencing it. That's how I made it visible, and there are a lot of plugins that can help you simulate that experience.

What product teams can do

[00:13:32] Once the awareness is done, now coming to the product teams. When it comes to a product team, what can we do about accessibility? The first step is that accessibility is a team effort, but it counts on taking ownership and being self-reliant. The key is to ensure that everyone is taking responsibility and is driving accessibility from different parts of the product.

[00:14:00] The second thing is about setting up role specific training. What it means is, a lot of times, because of the time frame or because of other reasons, accessibility is ignored. But what if we divide the goal? For example, there are 50 guidelines in WCAG, and how about we divide some of them for just a designer role, or some of them may just apply to a developer, or some of them might just apply to a product manager? If everyone is aware of what needs to be done and works as an owner for that particular part, we all can help each other and make sure that something is working appropriately. Obviously you can learn more about it in your own time, but when it comes to ownership I think role specific training works a lot better.

[00:14:54] The next thing is obviously to make accessibility a part of your process, integrating it from the very start to the launched product and beyond. One of the important things that we can do as an organization is have a checklist of which guidelines do we need to follow, or what is the level that we need to achieve, and it has been made much easier with a lot of tech today.

[00:15:18] The last thing I would suggest is to compare. For example, right now we get incentivized or rewarded based on how fast a product is completed or how fast features are launched. What if we add accessibility to it, and accessibility could work on this reward system? That would send a really strong message.

Audits and an accessibility statement

[00:15:43] The last two particular things that we can do towards accessibility would be to do an accessibility audit to understand where we are currently, and this can be done either internally or by having accessibility experts do it, and this has to be done by following some of the guidelines and evaluating your website against them.

[00:16:06] The next step is to make a public promise about following, or maybe reaching, a level in accessibility, which can be done by crafting an accessibility statement. Your accessibility statement is a public document outlining your commitment towards your website. This might include accessibility standards that you want to follow, time frames, features, as well as a way for users to contact you, report an issue and even suggest improvements.

[00:16:37] The very important thing is that you have to be honest about it, and you have to keep the communication alive. It might be that some of the things are not possible for you. It's not about committing that you will make a perfect website, it's about giving a realistic time frame and following through on it. One of the important things to remember is that accessibility is an ongoing process. It's not a fix-it-all, so you always have to keep on working at it, but it would be great to understand where to start from by seeing your current situation.

Technology that can help

[00:17:12] Some of the other things that I want to cover are how technological advancements can be used towards accessibility. There are a lot of accessibility checkers which can analyze a website and identify issues. We also have AI-powered image tools that can generate alt text very fast, as well as advanced text to speech and voice recognition that can interpret things much more easily for people now. A lot of products can be integrated with AR and VR so that everyone can have different experiences without actually needing to make a lot of motor movements.

[00:17:57] Right now there are a lot of smart chatbots or virtual assistants that are being used, so integrating those with your product can also make accessibility work. There are also new developments like eye tracking or brain-computer interfaces[?], which might not be readily available, but that is something that we can consider in certain situations.

Accessible design systems

[00:18:19] As designers, I would love to talk about design systems, and we know that it is key for a lot of our designs. If our design system is accessible then most of our designs will be. For a design system the start would be the same: it would be an audit, and considering where you are. What can be done after that is you have to decide if you want to start from scratch or if you want to build on the current system.

[00:18:47] In both cases there are a lot of open sources that you can be inspired from, for example Lightning by Salesforce or Carbon by IBM. Both are accessible design systems that have been released and are open source and can be studied, questioned as well as copied. So if you are a startup you can just pick one of those systems and make your brand changes. But if you want to make certain changes in your existing design system, this can still be an inspiration. A few important things when designing a design system: work on continuous feedback as well as testing when it comes to accessibility. There are a lot of other resources that you can deep dive into, but this is how overall it would work.

Personalization as the game changer

[00:19:36] Followed up with, very important, and I think this is a game changer for accessibility: as I mentioned before, the solution that might work for Heidi might not work for Sarah, because it's not a one-fits-all solution. So what can be done? Probably you would have voice recognition on for Heidi, but it would make someone with some other kind of disability really confused. So having a cancel option, or an option for users to decide if they want that, would give the power to users and also empower them to choose what they want in their particular product.

[00:20:18] This means that personalization for accessibility would give users an option to customize your product according to their needs, and AI works on personalization a lot, which means we can use it to personalize our product and give users what they need. This can include font sizes, color schemes, keyboard navigation and even text to speech settings.

[00:20:47] The next thing is optimizing the digital experiences by creating for individual needs, which means that the essence of accessibility can be transformed into personalization, so that we don't dumb it down but we give more options.

[00:21:05] And lastly, I would ask you to look around and see if there are, and to question things if there are, accessibility needs around you. For example, I think I've seen a lot of menus being handled in the form of a scan code. A lot of hotels, or canteens or cafeterias, have a scan code where you can scan and then see the menu. Has anyone considered accessibility for someone who is visually impaired or cannot see properly? How would they use the menu? There might be a solution in some of these places, but are there solutions for all of the places where the scan code mechanism works? If so, think about it: would you like to wait for your food to be delivered, or just cluelessly wait somewhere so that anyone would reach out to you? I would just like to ask if there are any questions at this point.

Q&A

[00:22:07] Rory: Excellent, thank you very much, Gauri, that was really interesting, and I loved the QR code example, because it caught me as well. I was questioning the same thing and I was like, yeah, what would happen if someone did that to me?

[00:22:26] Gauri: Exactly.

[00:22:28] Rory: I have a question, because one of the things I've really struggled with when I've tried to improve the accessibility of the products that I've worked on: there's always this tension with just get it out the door, and that Pareto principle, the 80/20. As you said, 15% of people have disabilities, but to a company they'd be like, we'll get it out for the 80%. So how do you argue, or how do you counter, that push to just get something out and spend less time on it, instead of getting something that's accessible for everybody?

[00:23:07] Gauri: That's actually something that I have been asked so many times. A lot of times I mention that I have a passion for accessibility and a lot of the time, even in interviews, they get back saying, but we also want to work on the profits, which makes sense. So I would start, for some of the audience, by talking about what the business case for it is, and a lot of times when they actually look into it, it's not the 80%, it's about just 60% of their audience who do not need accessibility, but the rest of them do. So that's where their business case is.

[00:23:46] But it's not just about the business case, it's more than that. When it comes to people who really talk about this, they are someone who are not really aware, so I would also talk about how their brand reputation looks, how their product would be perceived in future, because a lot of the time people who are consuming their product right now might need the same product later on and they might have disability needs then. Right now there's also a very woke culture around accessibility, the same as some of the other things, so a lot of things affect brand right now, so we can leverage that and convince a lot of people. I think the best thing that you can do is make them use the web how it might look, and their own product how it might look, to people with disabilities, and I think that should work very well.

[00:24:37] Rory: Excellent. If anybody wants to ask any questions, please feel free to write them in and I'll ask those questions to Gauri. There's another one that just came to mind, because I always think about technical debt and the way technical debt grows in a product, not by anybody being intentionally bad but just because you don't pay enough attention. So you might do an audit for accessibility and you get really good, but then over time that will degrade, just like every other part of technical debt. So is there anything that you can do to try to keep it top of mind? I know you mentioned make it part of the job, but what I've seen in the same way with technical debt is that it's part of people's job to write clean code and yet they don't. So what are some tips that people can use to make sure that they stay on top of accessibility?

[00:25:30] Gauri: I think there are a couple of things. One would obviously be make it a part of your core values, because companies always do come back to their core values. But more than that, suppose you have done the accessibility audit and you have come out clean, which is a rare case, but if you do, you also have to understand that technology is an ever-changing thing, which means people's needs as well as the product needs are changing. So what can be done is have a regular audit, or have a testing session that is scheduled for particular times in a year, or probably in different quarters, so that would also point it out. But also keeping an open ear to people, like having a page just dedicated for them to get back to you or report some of the issues, because I think at least users' voices would be heard in that way, and then it would be a top priority then.

[00:26:29] Rory: Brilliant. Well, that actually brings us to time, so I just want to thank you once again, Gauri, for sharing your accessibility story. I really enjoyed it and I hope everybody out there did as well. Thank you.