by Laura Ludka
March 12, 2024
In the dynamic landscape of digital engagement, user experience stands as a cornerstone for successful interactions between organizations and their audiences. However, as organizations strive to create compelling digital experiences, it is crucial to recognize and address the consequences of mismatched expectations, particularly surrounding accessibility for individuals with disabilities. As of 2021, data from the United States Census Bureau revealed that 13% of Americans have a permanent disability, and this number increases when including temporary or situational disabilities. This demographic often faces barriers to technology adoption, which can lead to a potential disconnect in expectations between users and organizations.
The Flywheel Model, adapted by HubSpot, underscores the importance of delivering exceptional user experiences to attract, engage, and delight audiences continually. From a business perspective, the momentum of the Flywheel generated by satisfied users drives referrals and revenue growth, ultimately perpetuating a cycle of success. However, when examining this method thorough the lens of accessibility, it is essential to identify any potential points of friction that could create challenges in user experience for individuals with disabilities.
For example, consider scenarios where a lengthy event registration form, an announcement video lacking captions, or illegible graphics hinder access to information or participation. Not only do these barriers deter potential members or event attendees, but they also reflect poorly on an organization’s commitment to inclusivity. A negative user experience can cause lack of trust, leading users to perceive that the organization does not value individuals with disabilities.
To reduce the risk of mismatched expectations and enhance accessibility in user experience, organizations must prioritize inclusive design principles. Though there are many, here are a few tactics to consider:
- Keep website content perceivable, operable, understandable, and robust.
- Utilize accessibility checkers before sending emails to ensure content is accessible to individuals with disabilities, including those using screen readers.
- Incorporate “Camel” hashtags on social media posts, capitalizing the first letter of each word in the hashtag to improve readability for users.
By implementing these strategies, organizations can proactively address potential barriers and create more inclusive digital experiences. Investing in accessibility not only enhances the user experience for individuals with disabilities, but also contributes to a broader culture of inclusivity within an organization.
Photo: The Flywheel Model via HubSpot
Laura Ludka is in Corporate Marketing at Smithbucklin.
Laura Ludka
(she/her)
Corporate Marketing
Smithbucklin