1. Making Websites Usable For PWDs And More…
Lessons for disability marketing
George Spohn
(802)
@gnspohn

2. World leader in vision accessibility and accommodation for 40 years
World’s best-selling computer screen reader and screen magnifier (JAWS and Zoom Text)
Provider of magnifiers and braille displays
Distributed in over 70 countries worldwide
Most Fortune 1000 companies use our products

3. US Population With Print Disabilities
Demographics
US Population With Print Disabilities
Blind & low vision
Includes blind and non-correctable low vision 9%
21 M
Learning disabilities
Includes dyslexia, ADHD, autism
15%
46 M
Low literacy
Individuals reading below 5th grade level
21%
65 M
Non-native speakers
English-as-a-second language (ESL) 5%
13 M
Seniors & boomers
Includes the 50% of seniors with one or more diagnosed disability
39%
127M
All percentages based on US population
Source: US Census, American Community Survey, National Institute of Health, National Adult Literacy Survey, National Health Interview Survey

4. Web usability research

5. Survey objectives and methodology
Survey Methodology
Survey Focus
Conducted November 2015 and September 2016
400+ online respondents from the US
Online survey
Our survey population:
Desktop & laptop users, age 50 and older
Smartphone users, age 30 and older
Representative mix of gender, income, and geography
Questions on 4 topics
Challenges experienced during web use
Frequency of challenges
Use of built-in accessibility tools
Reactions once challenges are experienced
Research objective: To understand challenges among seniors and the general population when using the web

6. Usability challenges are common for web users over 50 25% experience regular and consistent challenges
Website usability challenges on a computer
(age 50+)
Comments
Only 9% claim to never experience challenges with websites
25% experience regular or consistent challenges
Website designs and the tools that older web users employ result in frequent usability challenges
Question: How regularly do you find it difficult to read or use a website because of the way it was designed or the way it appears on your computer screen?
Source: Sitecues web user survey (2015)
There is a significant unmet need to improve website usability

7. Mobile website challenges are common 26% of smartphone users experience regular or consistent challenges
Website usability challenges on a smartphone
(age 30+)
Share of older adults with website challenges
Comments
In addition to the large population with regular challenges, 2/3 of adults experience situational challenges with mobile websites
Question: How regularly do you find it difficult to read or use a website because of the way it was designed or the way it appears on your computer screen?
Source: Sitecues mobile user survey (2016)
There is a significant unmet need to improve web usability for BOTH desktop and mobile

8. Many more cite physical challenges than self-identify as having a disability
Reason for website challenges using a computer
(age 50+)
Comments
Only 19% self-identify as having a disability
Situational conditions, such as eye fatigue, have important impact on website usability
Question: Do you ever have difficulty using a computer because of:
Source: Sitecues web user survey (2015)
Accessibility isn’t only about disability

9. Many factors cause mobile challenges: environment, device, design, ability
Reasons for website challenges on a smartphone (age 30+)
Question: How often do the following make it more difficult to use websites on your smartphone?
Source: Sitecues mobile user survey (2016)
A greater number of factors impact mobile website usability

10. Website usability challenges are diverse, and experienced by a considerable fraction of older web users
Website challenges on a computer (age 50+)
Comments
Top-tier issues impact >1/3 of web users
Page layout
Page navigation
Reading text
Second-tier issues impact 5- 10% of web users
Finding the mouse
Perceiving colors
Question: In cases where a website is difficult for you to read or use, what particular aspects of the website do you find most challenging? (click all that apply)
Source: Sitecues web user survey (2015)
Websites need improvement in multiple areas

11. Challenges with mobile websites are varied, and experienced by many
Website challenges on a smartphone(age 30+)
Comments
The frequency of challenges on mobile is equivalent or higher than on computers
Question: How often do you find it difficult to perform these activities on websites with your smartphone?
Source: Sitecues mobile user survey (2016)
Challenges extend to the general user population, and include many mobile power users

12. Built-in accessibility tools are generally known, but seldom used on computers
Use of built-in accessibility tools on a computer
(age 50+)
Comments
Built-in accessibility tools include all functionality built into the operating system or browser to make content and applications more accessible
Zoom / magnifier
Font size
Mouse size & color
Line thickness
Colors & contrast
Use of pinch zoom in mobile has greatly increased awareness of built-in accessibility tools
Question: Have you ever used the built-in accessibility tools (e.g., Browser Zoom, Large Fonts) included in your computer’s operating system or web browser?
Source: Sitecues web user survey (2015)
Web users need better tools

13. Mobile users want better accessibility features
Interest in accessibility features on a smartphone
(age 30+)
Comments
Most mobile users want improved zoom and a simplified / text-only view
A sizeable minority want better font size, colors or audio output capabilities
Question: Which of these would make websites more usable on your smartphone?
Source: Sitecues mobile user survey (2016)
Mobile web users need better tools

14. Website users react strongly to poor website usability, both on computers and on smartphones
Reaction after experiencing a website challenge
on a desktop (age 50+)
Comments
For a majority, poor website usability translates to lost page views and/or loss of patronage
Only a small faction employ alternatives – either calling by phone or getting help to use the site
Smartphone users behave similarly (not pictured)
Question: When you find a website to be difficult to read or use, what alternative approaches do you use? (click all that apply)
Source: Sitecues web user survey (2015)
Website owners cannot afford poor website usability

15. Summary
Many adults have print disabilities – more than are counted in “traditional” disability statistics
Website usability is a major issue – due to the size of the print disabled population PLUS situational needs
Mobile devices and mobile websites haven’t “fixed” the problem
Existing tools are insufficient -- users want better tools
Organizations pay a high price for poor website usability in the form of lost business and higher support costs

16. Recommendations for disability marketing
Website & digital compliance is a critical first step, but it isn’t enough
Focus on usability to improve the effectiveness of your marketing and customer engagement
Use PWDs and accessibility principles to identify fixes that could benefit a much larger audience
Raise awareness – the #1 obstacle to accessibility -- among management, design, and development teams

17. If you give us your business card, we will get you this presentation
For More Information
George Spohn
Regional Sales Manager, Eastern Region, USA
+1 (802)
@gnspohn
@sitecues
If you give us your business card, we will get you this presentation

18. Best practices for disability marketing on the web

19. Create a WCAG compliant website as an important first step
Tool #1
WCAG (Web Content Accessibility Guidelines) are technical standards set forth by the W3C (Worldwide Web Consortium) to promote website accessibility
Compliant websites help web users with the most significant challenges, including web users who are:
Blind
Deaf
keyboard-only
Compliant websites provide limited assistance to:
Users who do not self-identify as having a disability
People who do not use assistive technology
Users with minor impairments
More is needed to make a website usable for most seniors

20. Best practices in website design
Tool #2
Follow inclusive design principles for
Color + Contrast
Font + Thickness vs
Simplicity + Consistency
Proximity + Separation vs

21. Use a vision simulator to better understand what your visitors see
Tool #3
NoCoffee; bit.do/coffee0
Free Chrome extension
5000+ users
– Used at Amazon
Build awareness & empathy &
Made during a snowstorm by our Chief Architect Aaron Leventhal
Caveats:
Not medically accurate
Mouse not affected

22. User personas should include different user abilities
Tool #4
What impacts user ability:
Age – e.g., vision loss, diminished dexterity
Education – e.g., low literacy, non- native English
Disability – e.g., learning disabilities, low vision
Device Type – e.g., smartphone, tablet
User Situation – e.g., low light, high noise
Cognition
Vision
Hearing
Motor
Personas should go beyond device type and user situation

23. Test for both compliance AND usability
… evaluated based on adherence to guidelines and standards
… measured based on user impact and feedback
Speed to complete task
Task error rate
Information retention
Section 508
Accessibility projects can benefit from usability measurement

24. Tools for website accessibility & usability
Font resizer
Alternative View
Speech
Multifunction