" Inclusive design: A design methodology that enables and draws on the full range of human diversity."
" Accessibility: 1. The qualities that make an experience open to all. 2. A professional discipline aimed at achieving No. 1."
(Source: Microsoft's inclusive toolkit)
So, what can we do to be more inclusive rather than simply checking the box to say we are AA accessibility compliant, which should be a minimum standard for all digital experiences. We need to understand why and how people are excluded from doing things on our websites. What are their barriers, why can't they participate and why do they feel excluded?
Every element works together to improve the overall experience. We design for accessibility by using extensive user research, a well thought out user journey, a structured clearly laid out page, proper colour contrast, relevant and easy to understand content, concise copy, a build that takes into account assistive technology and testing with assistive tools.
We have had amazing results from this approach gaining a 100% Google accessibility score for both Microsoft and AIG. This means that not only is the site accessible but also improves its searchability and ranking.
These solid foundations mean that we have more time to innovate and push the designs and work we are doing. We can start to understand how to design for things such as dyslexia. We can concentrate on user-focused storytelling, copy, content, building the brand and adding nuanced touches to build a meaningful experience. It’s not always easy but with knowledge and practice, you can build your expertise.