![Misconception: Reality:
Everyone else
• Blind and deaf users
• Users in wheelchairs
• Vision (blind, partially blind, sun spots, color blindness, near
sightedness, light sensitivity, etc.)
• Hearing (deaf, partially deaf, sensitive to noise)
• Cognitive (i.e. autism spectrum)
• Learning disabilities (i.e. dyslexia)
• Non-native language speakers
• Anxiety, depression, PTSD, any other mental health condition
• Sleep deprivation, stress
• Environmental/contextual stressors
• Neurological disorders (i.e. migraine)
• Trauma survivors
• Temporary injuries or physical limitations
• Marginalized communities
[Incomplete list]](https://image.slidesharecdn.com/designinginclusivecontentadw19-191106050656/85/Beyond-Accessibility-Designing-Inclusive-Content-10-320.jpg)
Beyond Accessibility: Designing Inclusive Content
- 2. BEYOND ACCESSIBILITY: Designing Inclusive Content
- 4. Definitions
- 5. Web accessibility means that websites, tools, and technologies are designed and developed so that people with disabilities can use them. — Web Accessibility Initiative (w3.org)
- 6. Design that considers the full range of human diversity with respect to ability, language, culture, gender, age and other forms of human difference. — Inclusive Design Research Centre
- 7. Accessibility asks, “Can someone use, interact with, perceive, or understand this?” Inclusivity asks, “How will this make someone feel? Could this hurt or alienate anyone?” What’s the difference?
- 9. Misconception: Reality: Source: Microsoft survey, 2003 Everyone else Disabled users
- 10. Misconception: Reality: Everyone else • Blind and deaf users • Users in wheelchairs • Vision (blind, partially blind, sun spots, color blindness, near sightedness, light sensitivity, etc.) • Hearing (deaf, partially deaf, sensitive to noise) • Cognitive (i.e. autism spectrum) • Learning disabilities (i.e. dyslexia) • Non-native language speakers • Anxiety, depression, PTSD, any other mental health condition • Sleep deprivation, stress • Environmental/contextual stressors • Neurological disorders (i.e. migraine) • Trauma survivors • Temporary injuries or physical limitations • Marginalized communities [Incomplete list]
- 12. The cost of untested assumptions
- 13. Example: Convert Kit rebrand Everyone else
- 14. Everyone else • $500K in “hard costs” • Two years of work • Website redesign • Product redesign • Marketing campaigns
- 15. Writing for web accessibility
- 16. Everyone else Headers and subheads • Prioritize important information • Understandable • Scannable Tip: read only your headers and subheads. Does the content still make sense?
- 17. Hyperlinks and buttons • Scannable • Make sense on their own • Accurate predictions of the action • Easy to click Imagine trying to click on one small word in an email, on your phone, while your hands are full. Such as, click here.
- 18. Alternate text, captions, transcripts • Provide options, like captions and transcripts • Alt text: ask “how does this image add meaning?” Describe that. • Don’t keyword-stuff your alt text • Don’t say, “image of…”
- 19. Plain language • Make content easy to understand • Everyone benefits from plain language “It’s not dumbing down, it’s opening up.” Sarah Richards, Content Design London
- 20. Directional language • This assumes the user can see perfectly, which is not accurate. Don’t write like this. Start Go Click green to start, and red to go back.
- 22. Everyone else Principles of inclusive content • Celebrates the broad range of human diversity • Beyond access. Inclusive content makes people feel welcome. • Considers the emotional experience of the user • Accurate and based on evidence How?
- 23. Content is not just writing. Discovery Research Writing Revision Maintenance
- 24. Inclusivity at each stage Discovery Research Writing Revision Maintenance Become aware of assumptions and privilege Diverse users Varied contexts User stories > Personas Write for your user Get feedback from diverse user groups Keep learning and improving
- 26. The Assumption Slam • We all have assumptions. • Assumptions = stuff we believe without proof. • Assumptions are risky when untested or unacknowledged • Assumption slams acknowledge privilege and assumptions, and help you create a research plan. Adapted from talks and blogs by Andy Healy and Julie Booth, Shopfiy
- 27. How to do this: 1. List your assumptions 2. Group assumptions 3. Map assumptions 4. Create a research plan
- 28. Your mission: inclusive cosmetics brand The project: CARA is a cosmetics brand that just got funding. Previously, they only sold in-person at local markets. They hired you to launch their online presence, including an eCommerce website and a content marketing campaign to drive online sales. Check out your info packet.
- 29. List your assumptions 1. I assume my users identify as ________________, ________, ______ 2. I assume people want to know _______________ 3. I assume people feel _______ when they are shopping 4. I assume the most important audience is _______ 5. I assume people are shopping because ________
- 30. Group your assumptions • Assumptions about identity? • Assumptions about capability? • Assumptions about environment? • Assumptions about knowledge or needs? Make one sticky note for each group.
- 31. Map assumptions to inform research • High risk • Low risk • Known • Unknown Known Unknown High risk Low risk Make a plan Research! Distraction Needs more thought
- 32. Why does mapping help? • Bad research = bad content (and design) • Helps get stakeholder buy in for your research (we don’t know as much as we thought) • Acknowledging assumptions and privileges gets us thinking critically
- 33. Last step! Create a research plan • Qualitative research: answers unknowns (questions) you have about how people think, feel, or interact with the world. • Quantitative research: answers unknowns (questions) about what people do, how often they do it, etc.
- 34. Research methods & examples Qualitative research example user interviews Offers insight into the words people use, what they think about a product, or what they believe. Quantitative research example data analysis Offers quantifiable evidence of behaviors, such as what percentage of users are on mobile.
- 35. Final thoughts
- 36. Inclusive content takeaways • Assumptions and unrecognized privilege can hurt people • Inclusive content benefits a lot of people • Inclusive content has business value and risk • Not sure? Connect with the people your content is for.
- 37. Thank you for attending Help us continue to make Austin Design Week better. Complete a feedback survey at the end of the session: bit.ly/ADWsurvey