Blank page Including your missing 20% by embedding web and mobile accessibility About the author Professor Jonathan Hassell is a thought leader in digital inclusion, with over years’ experience of embedding accessibility within digital production teams and sharing best practice at international conferences He is the lead author of BS 8878 – the British Standard on embedding accessibility within organizations’ business-as-usual policies and processes – and chaired its drafting committee, IST/45 He is the former Head of Usability & Accessibility, BBC Future Media where he combined usability and accessibility disciplines to embed inclusive user-centred design across web, mobile and IPTV product creation He has won awards for product managing: the accessibility features of BBC iPlayer, the accessibility personalization tool MyDisplay, the accessibility information site ‘ My web my way’, the ‘uKinect’ Makaton sign language games, and the ‘Nepalese Necklace’ mobility games for blind and partially sighted children Through Hassell Inclusion he provides strategic accessibility training and consultancy to organizations worldwide, undertakes inclusion research, and leads innovation projects to create breakthrough products for people with disabilities and make inclusion easier and cheaper to implement He and his wife, Rosnah, make their home in London, UK Including your missing 20% by embedding web and mobile accessibility Professor Jonathan Hassell F i rs t p u b l i s h e d in th e UK in 01 by B SI S ta n d a rd s Li m i t e d 89 C h i swi ck H i g h Lo n d o n © Th e Al l B ri t i sh S t a n d a rd s ri g h ts re se rve d Act 8 , syst e m no Wh i l s t e ve ry ca re in a n y fo rm wi th m a y n ot be h a s been t a ke n re l i a n ce e xcl u d e d has made in on cl a i m th e a b o ve B SI has no in d e ve l o p i n g an d in and ca u se d , i ts co n te n ts e xce p t to wri t i n g th e a th e p u b l i sh e r th i s p u b l i ca ti o n , B SI d i re ct l y o r i n d i re ct l y i n e xte n t t h a t s u c h o f c o p yri g h t i n e ffo rt to i n cl u d e d l o ca te , in a n y o f th e co n ta ct a n d th i s b o o k An yo n e l i a b i l i ty a ckn o wl e d g e wh o b e l i e ve s c o n te n t o f t h i s b o o k s h o u l d th a t t h e y c o n ta ct B S I at a d d re s s re sp o n si b i l i ty fo r th e p e rs i s te n ce s u ch we b s i te s i s , ri g h t o f J o n a th a n by h i m in H a s se l l a cco rd a n ce to to o r wi l l be wi t h in o r a ccu cy o f U R Ls fo r e xte rn a l t h i s b o o k, re m a i n , i d e n t i fi e d a ccu t e a s th e se ct i o n s 7 and and or d o e s n o t g u a n te e th a t o r a p p ro p ri a t e a u th o r o f th i s wo rk h a s b e e n o f th e C o p yri g h t , D e si g n s P a te n ts Act 8 Disclaimer – Th e o p i n i o n s e xp re ss e d a re t h o se o f th e a u th o r a n d vi e ws o f B S I Typ e s e t i n G re a t B ri t a i n b y Le tte rp a rt Li m i te d Pri n te d G re a t B ri ta i n b y B e rfo rts , in – l e tt e rp a rt co m www b e rfo rt s co u k British Library Cataloguing in Publication Data A ca ta l o g u e I SB N P a te n t s re t ri e va l p h o to co p yi n g , fro m co m p i l i n g a ri s i n g in l a w e ve ry re a s o n a b l e a n y co n t e n t o n a ss e rte d D e si g n s a n d sto re d o r b y a n y m e a n s – e l e ctro n i c, th i rd - p a rt y i n te rn e t we b s i te s re fe rre d Th e C o p yri g h t, re p ro d u c e d , – wi th o u t p ri o r p e rm i ssi o n co p yri g h t o wn e rs o f m a t e ri a l a u n d e r th e m a y be l i a b i l i ty fo r a n y l o s s o r d a m a g e co n n e cti o n h a ve 01 E xce p t a s p e rm i tt e d o r o th e rwi se a cce p t s n o I n st i tu ti o n p a rt o f t h i s p u b l i ca ti o n o r t n sm i t te d re co rd i n g B SI Roa d W4 4AL 978 re co rd fo r t h i s b o o k i s a va i l a b l e 80 81 04 fro m th e B ri ti s h Li b ry n o t re fl e ct t h e Conten ts Acknowledgements Foreword Support materials to accompany this book vii viii x 1 Chapter Introduction 5 16 17 Chapter Overview of the four stages of your journey with BS 8878 BS 8878 – your shortcut to the results of many experts’ journeys H ow this book expands on BS 8878 19 19 Chapter EXPAND – why bother? 41 41 Chapter EM BED – how to embed accessibility in an organization 74 74 Chapter EN ABLE – how to embed via the RuDDeR process Overview of the four parts of the RuDDeR – to keep you on course for success Now it’s your turn Part of the RuDDeR: Research – doing the right research and thinking before you start Part of the RuDDeR: Decide – making strategic decisions based on that research Part of the RuDDeR: Do – developing and launching the product Part of the RuDDeR: Repeat – making sure a good start doesn’t sour over time 88 90 91 31 82 Chapter EFFECTS – how to measure the effects of your accessibility strategy 238 254 254 The future of web accessibility and inclusion 264 264 A n ote on h ow I wrote th is book 273 Chapter v Appendix Index – ordered by job role vi 275 275 Acknowledgements A book is never the solitary work of a lone writer I am indebted to a huge number of people who inspired me, and gave me the opportunity to build up the knowledge that I’ve aimed to share in this book Though I am sure I will forget someone, I’d like to especially thank the following people: • • • • • • • • • • • • • • • God, for making it all happen My wife, Rosnah, for being my best friend, inspiration, confidante and touchstone My son, Robbie, for giving up being read numerous books at bedtime so that Daddy could lock himself in a room and write his own book Norman and Moya, for hosting my writing retreats so graciously All of my interview contributors – Andrew Arch, Graham Armfield, Jennison Asuncion, David Banes, Gavin Evans, Lainey Feingold, Judith Fellowes, Steve Green, Shawn Henry, Brian Kelly, Shannon Kelly, Jeff Kline, Axel Leblois, Sarah Lewthwaite, Cam Nicholl, Debra Ruh, Makoto Ueki and Martin Wright – for their time and insights The Silverton Road ‘Dream Journey’ crowd in whose company the idea for the video interviews accompanying this book arrived Julia Helmsley, my editor at BSI My reviewers, Jennison Asuncion, Cam Nicholl and Andy Heath who provided invaluable feedback on my first draft My IST/45 committee at BSI, who brought their considerable expertise, passion and stamina to our three-year journey to BS 8878 All the people whose valuable comments on BS 8878’s second draft for public consultation improved the standard no end Richard Titus, who shared my vision for bringing the usability and accessibility disciplines together, and hired me to that at the BBC My team of Usability & Accessibility specialists at the BBC for joining me on the journey with such good humour and skill Anne Eastgate and Derek Butler, who gave me the time and money to research deep into the needs of disabled children and create the solutions and techniques that are still the underpinning of all my innovation work Martin Wright, Richard England and Gamelab for being my partners in creation and always seeing a challenge as an opportunity My Hassell Inclusion clients, whose engagement with accessibility and with BS 8878 keep me learning every day vii Foreword Th e re is a p o we rfu l p a rt i ci p a t e e ve ryo n e ca s e fu l l y o n l i n e fu l l p ro d u cti ve a cce s s to s o ci e ty fo r e n s u ri n g th ro u g h d i g i ta l ca n co n t ri b u te H o we ve r, too m a n y peopl e U n i te d d i sa b l e d Ki n g d o m peopl e, b e twe e n th o se and and p e rce p ti o n and has a of d i g i ta l ri g h ts a n d e ve ryo n e a re a re m o re i n cl u s i ve m a ki n g ca n G i vi n g and s u re th a t b e n e fi t h i s to ry o f fu rth e ri n g o f th e fi rs t c o u n tri e s to wh i ch ca m e o n l y p a rt o f th e th a t a cce s s i b i l i t y i s a b u rd e n on i n to th e in in Wh i l e b u si n e ss, we a cce s s i b i l i ty o ffe rs n u m e ro u s o p p o rtu n i ti e s fo r b u s i n e s s , a P a rt I I I fo rce s t o ry ri g h ts o f e s ta b l i s h a cce s s i b i l i ty o f we b s i t e s , Act 9 , re g u l a ti o n ca n ol d er peopl e cu rre n tl y e xcl u d e d p ro u d th e a and tech n o l o g i e s e co n o m y d e p e n d s o n wa s o n e D i s a b i l i ty D i s cri m i n a ti o n l eg i sl a ti o n th a t d i sa b l e d u se te ch n o l o g y re s u l ts i n Th e e ve ryo n e Th e th e link o f th e 999 t h e re b e l i e ve But i s th e th a t co n s u m e rs a n d ci ti z e n s D e si g n i n g p ro d u cts fo r e a s e g re a t o p p o rtu n i ty, o f u s fi n d we fi n d o f u se b y th e p a rti cu l a rl y ke e p i n g d i ffi cu l t to a b s o rb th e re fo re b u s i n e s s ’s cu s t o m e r s e rvi ce b u s i n e s s e s fi n d i n g th a t e ve ryo n e M o re o ve r, G e t ti n g to be th e on e a d va n ce d b e l i e ve vi i i n o t o th e rwi s e th e Lo n d o n d i sa b l ed a re i n cre a s i n g a re th e th e y a re cre a te d u si n g on a ca s e s o f s o l u ti o n s to th e b u si n e ss-a s-u su a l and h a ve to ch a l l e n g e s m obi l e a p cti ce en a bl es l a rg e r wo rkfo rce e n s u re h i g h l y s ki l l e d th a t th e and U K c o n ti n u e s te ch n o l o g i ca l l y wo rl d P a l ym p i cs 2 peopl e th a t b u s i n e s s e s a re d w o n a cce s s to ri g h t wi l l m o s t co m p e t i ti ve , e co n o m i e s i n E ve n t s l i ke peopl e peopl e, a cce s s i b i l i ty q u e s ti o n o f th e a t ti t u d e s to n u m ber of d em a n d s m a d e Th e re te ch n o l o g i e s t h e y h a ve a cce s s i b i l i ty a s a e m p l o y d i sa b l e d s ki l l s i t wo u l d s t i ffe r a n d m o ve em bed d i n g b u s i n e s s e s to o u r fi n g e rs b e co m e i n cre a s i n g l y e xp e ri e n ce s wh e n th e is a g e t o l d e r m o st p ro d u ct s th a t g re a te r n u m b e rs o f th e d e p a rtm e n t s p e ci fi c n e e d s o f d i s a b l e d te ch n o l o g i e s o n wh o s e re d u ci n g th a t i n n o va ti ve th a t a s we n e w i n fo rm a ti o n Acce s s i b i l i ty h e l p s b u s i n e s s e s d e ve l o p th e va s t m a j o ri t y o f p e o p l e mind o u r e ye s i g h t i s n o t wh a t i t wa s , i t m o re co n s u m e rs va l u e , se rve in in a l so th e h el ped UK and ch a n g e a cro s s t h e s l o wl y d e ve l o p i n g a p e o p l e ’s wo rl d , and we b e tte r u n d e rs t a n d i n g Chapter Th a n ks fo r co m i n g wi th m e a fe w m o re ste p s a l o n g th a t p a th H e re ’s to yo u r n e xt ste p s! G e t h e l p fo r th e re st o f yo u r j o u rn e y fro m : h ttp : //q rs l y/3 a 4a b m An d p l e a se l e t m e kn o w i f I ca n h e l p yo u fu rth e r J o n a th a n H a sse l l www h a sse l l i n cl u si o n co m 272 A n o te I b e l i e ve on th a t th e te ch n o l o g y i s to So I h a ve th a t p e op l e e n te r t e xt i n t o I f yo u i t to re co m m e n d yo u to 234 sa m e s p e e ch D g o n s o rt o f s p e e ch Yo u peopl e re co g n i ti o n m a i n s tre a m , u n d e rs ta n d d i sa b l e d h o w so m e o n e u se s D i cta t e s p e e ch re co g n i t i o n l o w l i te cy u s e to te ch n o l o g y h el p th e m co m p u te rs th e i t – th e m o to r d i ffi cu l ti e s a n d h a ve n ’ t tri e d b ri n g i n g 234 th i s b o o k th e i r s h o e s m o s t o f th i s b o o k u s i n g s o ftwa re wi th wro te b e s t wa y o f u n d e rs ta n d i n g p u t m ys e l f i n wri t te n re co g n i ti o n h ow I m a y fi n d th e u se yo u rs e l f – a n d , m a n y o f yo u wi th Ap p l e ’s S i ri m a y a l re a d y h a ve i t d e e p e n s yo u r cre a ti vi t y wh i l e highs and e ve ry ti m e l o ws o f th e a l te rn a t i ve th e y i n te ct wi t h a – I ’d en a bl i n g i n te rfa ce s th a t d i g i ta l d e vi ce h t t p : //www n u a n ce co u k/d g o n /i n d e x h t m 273 Blank page Ap p e n d i x Index – ordered by job role Th i s Ap p e n d i x n o te s th e n eed to to ke y th i n g s th a t p e o p l e p l a y th e i r p a rt i n a ch i e vi n g wi th d i ffe re n t j o b ro l e s yo u r o rg a n i z a ti o n ’s a c ce s s i b i l i ty g o a l s An n e x F of B S 887 e xp a n d s t h i s l i s t o f re s p o n s i b i l i ti e s to d e p a rtm e n ts o f th e e xte rn a l m a rke ti n g o rg a n i z a ti o n : and g o ve rn a n ce , co m m u n i ca t i o n , i n te rn a l t i n i n g , co ve r o th e r co m m u n i c a t i o n s , p ro cu re m e n t a n d H R Accessibility guidance for information architects I n fo rm a ti o n a rch i te ct s s e t s tra te g i e s th a t s i m p l i fy h o w p e o p l e and u se i n fo rm a ti o n and c a t e g o ri z e a l l o wi n g th e a cro s s t h e I n fo rm a ti o n m a ke s u re on In • th e s i te pa g e a wi th to I fi n d to ta ke i n to a p p s n a vi g a te Th e y b re a k d o wn m a ke se n se i n fo rm a ti o n a cco u n t th e i m p a i rm e n ts d u e l i ke to e ve ryo n e s tru ct u re s e ct i o n to th e on a u s e r, pa g e or re co m m e n d o f S te p e l se , a re to Ke y to a bl e i n fo rm a ti o n to i n to n eed s of a l l a g ei n g yo u r o r d i s a b i l i ty, t h i s i s e n s u ri n g u n d e rs t a n d th e to th a t wo rd s s e cti o n s – n a vi g a ti o n m en u h e a d i n g s e tc t h e y p a rt i cu l a rl y re a d : ‘ Acce s s i b i l i ty t e s ti n g s e ct i o n to th o s e peopl e, th i s b o o k, wh e re t h e i r wo rk i s tru l y u s e r- c e n tre d th e h ea d i n g s, wa ys th a t s h o u l d u n d e rs ta n d a rch i te ct s n e e d i n cl u d i n g d i sa b l ed in m obi l e or a pp u s e rs , u se d i n fo rm a ti o n u s e r to si te a cro s s we b s i te s a n d in o f i n i ti a l Ch a pte r , wi re fra m e s a n d a s t h i s wi l l be vi s u a l d e si g n s’ t h e i r ke y co n tri b u ti o n p ro j e ct’s a cce s s i b i l i ty s u cce s s Accessibility guidance for interaction designers I n te cti o n and m obi l e d e s i g n e rs s p e ci fy t h e a pps, aiming bu si n e ss g o a l s a n d to i n te ct i ve a c h i e ve te ch n o l o g i ca l a fe e l b a l a n ce and s tru c tu re b e twe e n u s e rs ’ o f we b s i te s n eed s, ca p a b i l i ti e s 275 Appendix I n tera cti on d esi g n ers n eed to ta ke i n to a ccou n t th e n eed s of a l l you r u sers, i n cl u d i n g th ose wi th i m pa i rm en ts d u e to a g ei n g or d i sa bi l i ty, to m a ke su re th ei r work i s tru l y u ser-cen tred Key to th i s i s stru ctu ri n g u ser j ou rn eys th rou g h th e websi te or m obi l e a pp th a t a re ea sy to fol l ow for a l l u sers, a n d ch oosi n g n a vi g a ti on a l a n d i n tera cti on pa d i g m s a n d wi d g ets th a t ca n be u sed by a l l (for exa m pl e, u si n g ‘cl i ck a n d sti ck’ th er th a n ‘d g a n d d rop’) I n th i s book, I recom m en d th ey pa rti cu l a rl y rea d : • ‘Step 6: D efi n e th e u ser g oa l s a n d ta sks th e prod u ct n eed s to provi d e’ a n d th e ‘Accessi bi l i ty testi n g of i n i ti a l wi refra m es a n d vi su a l d esi g n s’ secti on of Step i n Ch a pter , a s th ese wi l l be th ei r key tri bu ti on to a proj ect’s a ccessi bi l i ty su ccess Accessi bi l i ty g u i d a n ce for vi su a l d esi g n ers Wh i l e i n tera cti on d esi g n ers speci fy th e i n tera cti ve feel a n d stru ctu re of websi tes a n d m obi l e a pps, vi su a l d esi g n ers speci fy th e l ook of websi tes a n d m obi l e a pps, i n a ccord a n ce wi th you r org a n i za ti on ’s bra n d i n g a n d styl e g u i d es Vi su a l d esi g n ers n eed to m a ke su re th ei r vi su a l s ca n be a ppreci a ted a n d u n d erstood by a l l you r u sers, i n cl u d i n g th ose wi th i m pa i rm en ts d u e to a g ei n g or d i sa bi l i ty Key to th i s i s th e ch oi ce of th e col ou r pa l ette for th e si te – ba ckg rou n d col ou rs, bod y text, l i n k text a n d h i g h l i g h t text col ou rs Th e n g e of sh a d es u sed to d i fferen ti a te a rea s of th e pa g e or si te from ea ch oth er sh ou l d be ch osen so th a t a l l u sers a re com forta bl e wi th th em , a n d oth er n on -col ou r-ba sed cu es sh ou l d be i n cl u d ed to h el p som e u sers wh o a re u n a bl e to d i fferen ti a te col ou red el em en ts from ea ch oth er Th i s sort of th i n ki n g we ca l l ‘i n cl u si ve d esi g n ’ I n th i s book, I recom m en d th ey pa rti cu l a rl y rea d : • th e ‘Accessi bi l i ty testi n g of i n i ti a l wi refra m es a n d vi su a l d esi g n s’ secti on of Step i n Ch a pter , a s th i s wi l l be th ei r key tri bu ti on to a proj ect’s a ccessi bi l i ty su ccess Accessi bi l i ty g u i d a n ce for cl i en t-si d e d evel opers Wh i l e vi su a l d esi g n ers speci fy th e l ook of websi tes a n d m obi l e a pps, a n d i n tera cti on d esi g n ers speci fy th e i n tera cti ve feel of websi tes a n d m obi l e a pps, d evel opers u se tech n i ca l cod e to crea te worki n g prod u cts th a t d el i ver th a t l ook a n d feel a cross th e n g e of browsers a n d opera ti n g 276 In dex – o rdered by job role system s th e prod u ct n eed s to su pport D evel opers a re a l so i n a key posi ti on to d eci d e wh i ch tech n ol og i es th ey wi l l i m pl em en t th a t l ook a n d feel i n D evel opers n eed to m a ke su re th ei r cod e refl ects th e sem a n ti cs of th e i n tera cti on d esi g n th ey a re g i ven , a s wel l a s th e req u i red vi su a l d esi g n For exa m pl e: a bu tton sh ou l d be cod ed a s a bu tton a n d th en styl ed to refl ect th e req u i red vi su a l d esi g n , n ot be cod ed a s a g ph i c wi th a l i n k; a h ea d i n g sh ou l d be cod ed a s a h ea d i n g a n d th en styl ed to refl ect th e req u i red vi su a l d esi g n , n ot j u st cod ed wi th a d i v I n th i s book, I recom m en d th ey pa rti cu l a rl y rea d : • Steps (d el i very pl a tform su pport) , (browsers, O Ses a n d a ssi sti ve tech n ol og y su pport) , (ch oi ce of web tech n ol og i es) a n d (ch oi ce of ta cti ca l g u i d el i n es) of Ch a pter , a s th ese wi l l be th ei r key tri bu ti on to a proj ect’s a ccessi bi l i ty sp ecifica tion ; a n d • th e ‘U n i t a n d i n teg ti on testi n g of cod e a ccessi bi l i ty’ secti on of Step a n d ‘E m bed d i n g a ccessi bi l i ty stra i n ts wi th i n you r ten t m a n a g em en t system ’ secti on of Step i n Ch a pter , a s th ese wi l l be th ei r key tri bu ti on to th e su ccess of a proj ect’s a ccessi bi l i ty im p lem en ta tio n Accessibility guidance for content authors Wh i l e d esi g n ers a n d d evel opers crea te th e n a vi g a ti on a l fra m e for websi tes a n d m obi l e a pps, ten t a u th ors a re respon si bl e for fi l l i n g th a t fra m e wi th ten t, often on a d a y-to-d a y ba si s, both before a n d a fter l a u n ch Con ten t a u th ors n eed to m a ke su re th e ten t th ey crea te i s u n d ersta n d a bl e to a l l you r u sers, i n cl u d i n g th ose wi th i m pa i rm en ts d u e to a g ei n g or d i sa bi l i ty, to a ch i eve you r org a n i za ti on ’s a ccessi bi l i ty g oa l s for th e prod u ct’s l a u n ch , a n d m a i n ta i n i t i n a l l ten t u pd a tes a fter l a u n ch I n th i s book, I recom m en d th ey pa rti cu l a rl y rea d : • th e ‘Testi n g of ten t a ccessi bi l i ty’ secti on of Step i n Ch a pter , a s th i s wi l l be th ei r key tri bu ti on to a proj ect’s a ccessi bi l i ty su ccess; a n d • th e ‘U ph ol d i n g a ccessi bi l i ty d u ri n g si te m a i n ten a n ce’ secti on of Step i n Ch a pter , a s th i s wi l l g i ve th em th e bi g g er pi ctu re 277 Appendix Accessibility guidance for quality assurance and usability testers Wh i l e th e d esi g n ers, d evel opers a n d ten t a u th ors of si tes a n d a pps m a y u se WCAG 0’s su ccess cri teri a to a d vi se th em on h ow to crea te ea ch a spect of th e prod u ct to be a ccessi bl e, testers n eed to u n d ersta n d h ow to test th a t th ey h a ve d on e th ei r work correctl y An d th ey n eed to be a bl e to test th a t th e com bi n ed effect of th e wh ol e tea m ’s work h a s resu l ted i n u ser j ou rn eys th a t ca n be a ch i eved by th e g rou ps of d i sa bl ed a n d ol d er u sers u si n g th e a ssi sti ve tech n ol og i es, browsers a n d opera ti n g system s d efi n ed i n you r org a n i za ti on ’s a ccessi bi l i ty g oa l s QA a n d u sa bi l i ty testers n eed to kn ow wh i ch testi n g m eth od ol og i es sh ou l d be best em pl oyed , a t wh i ch ti m es i n a si te or a pp’s crea ti on , a n d h ow to best i n teg te testi n g of a prod u ct’s a ccessi bi l i ty a l on g si d e i ts u sa bi l i ty, l ea rn a bi l i ty, fu n cti on a l com pl eten ess, sta bi l i ty a n d secu ri ty I n th i s book, I recom m en d th ey pa rti cu l a rl y rea d : • th e u ser resea rch steps (3 a n d 4) a n d testi n g (1 4) steps of Ch a pter , a s th ese wi l l be th ei r key tri bu ti on to a proj ect’s a ccessi bi l i ty su ccess Accessibility guidance for product managers Prod u ct m a n a g ers n eed to be a bl e to ba l a n ce th e som eti m es com peti n g n eed s of th e prod u ct’s d i fferen t u sers, i n cl u d i n g d i sa bl ed a n d ol d er u sers, a n d th e bu si n ess req u i rem en ts for th e prod u ct, th rou g h ou t i ts cepti on , speci fi ca ti on , d evel opm en t, d el i very, m a i n ten a n ce a n d versi on i n g Prod u ct m a n a g ers sh ou l d h a ve a cl ea r u n d ersta n d i n g of th e prod u ct th ey wi sh to be crea ted , to sa ti sfy th e n eed s a n d preferen ces of th e ta rg et a u d i en ces – i n cl u d i n g th ose wi th i m pa i rm en ts d u e to a g ei n g or d i sa bi l i ty – th ey h a ve d efi n ed for th e prod u ct, a n d set th e ton e for d eci si on -m a ki n g i n th ei r proj ect tea m s to d ri ve towa rd s th a t prod u ct I t’s th ei r j ob to own th e a ccessi bi l i ty of th e prod u cts th ey m a n a g e I n th i s book, I recom m en d th ey pa rti cu l a rl y rea d : • th e ‘O vervi ew of th e fou r pa rts of th e Ru D D eR – to keep you on cou rse for su ccess’ a n d ‘I n teg ti n g th e B S 887 process i n to you r org a n i za ti on ’ secti on s of Ch a pter ; • th e ‘D ocu m en ti n g you r d eci si on s’ secti on of Ch a pter , to u n d ersta n d th e pu rpose a n d va l u e of d ocu m en ti n g a ccessi bi l i ty d eci si on s; 278 In dex – o rdered by job role • th e ‘H ow to report test resu l ts to a i d pri ori ti za ti on of a ccessi bi l i ty d efect fi xes – th e Accessi bi l i ty I ssu e Pri ori ti za ti on M a tri x’ secti on of Step i n Ch a pter , to l ea rn m ore a bou t th e Accessi bi l i ty I ssu e Pri ori ti za ti on M a tri x; a n d • Steps (pu rpose) , (a u d i en ces) , a n d (person a l i za ti on ) , (u ser g oa l s) , (a ccessi bi l i ty a i m s) , (d el i very pl a tform su pport) , 1 (ou tsou rci n g a n d procu rem en t) , (ch oi ce of ta cti ca l g u i d el i n es) a n d (com m u n i ca te a ccessi bi l i ty d eci si on s a t l a u n ch ) of Ch a pter , a s th ey wi l l be th e key d eci si on m a ker i n th ose steps Accessibility guidance for project managers For th e a cti vi ti es of th e d i fferen t peopl e worki n g on a proj ect to com e tog eth er to d el i ver a prod u ct th a t a ch i eves you r org a n i za ti on ’s a ccessi bi l i ty g oa l s, th e proj ect m a n a g er n eed s to kn ow h ow to pl a n a ccessi bi l i ty work a cross th e l en g th of th e proj ect Proj ect m a n a g ers n eed to u se B S 887 8’s process to i d en ti fy a l l th e resea rch , stra teg i c a n d ta cti ca l a ccessi bi l i ty d eci si on s th a t n eed to be m a d e i n ea ch web d evel opm en t proj ect, a n d to d ri ve th e tea m th rou g h ea ch of B S 887 8’s steps Th ey a re respon si bl e for pl a n n i n g a ccessi bi l i ty work a cross th e proj ect’s spri n ts a n d test pl a n s – sepa ti n g wh i ch a spects of th e prod u ct’s a ccessi bi l i ty sh ou l d be a testa bl e q u a l i ty of a l l th e u ser stori es/fu n cti on a l i ty bei n g crea ted , a n d wh i ch a spects of th e prod u ct’s a ccessi bi l i ty sh ou l d be ca ptu red i n ba ckl og s a s sepa te u ser stori es Th ey n eed to esti m a te th e ti m e n eed ed to d el i ver a ccessi bi l i ty on th e proj ect – both i n d evel opm en t overh ea d on a l l spri n ts, d evel opm en t ti m e for a ccessi bi l i ty fu n cti on a l i ty spri n ts, pl a n n ed testi n g , a n d pl a n n ed ti m e for fi xi n g d efi ci en ci es I n th i s book, I recom m en d th ey pa rti cu l a rl y rea d : • th e ‘O vervi ew of th e fou r pa rts of th e Ru D D eR – to keep you on cou rse for su ccess’ a n d ‘I n teg ti n g th e B S 887 process i n to you r org a n i za ti on ’ secti on s of Ch a pter ; • th e ‘D ocu m en ti n g you r d eci si on s’ secti on of Ch a pter , to u n d ersta n d th e pu rpose a n d va l u e of d ocu m en ti n g a ccessi bi l i ty d eci si on s; • th e ‘U si n g you r prod u ct’s ta cti ca l a ccessi bi l i ty g u i d el i n es for pl a n n i n g a ccessi bi l i ty’ secti on of Step a n d ‘Pu tti n g a ccessi bi l i ty i n to th e proj ect’s test pl a n ’ secti on of Step i n Ch a pter ; • th e ‘H ow to report test resu l ts to a i d pri ori ti za ti on of a ccessi bi l i ty d efect fi xes – th e Accessi bi l i ty I ssu e Pri ori ti za ti on M a tri x’ secti on of Step i n Ch a pter , to l ea rn m ore a bou t th e Accessi bi l i ty I ssu e Pri ori ti za ti on M a tri x; a n d • a l l th e oth er steps of Ch a pter , a s th ey wi l l be th e key d ri ver i n en su ri n g th e prod u ct tea m h a ve si d ered ea ch on e 279 Appendix Accessi bi l i ty g u i d an ce for procu rem en t m an ag ers M a n y o rg a n i z a ti o n s o u t s o u rce cre a te wi th i n t e rn a l m a n a g e rs a re we b i n cre a s i n g l y ke y to d e ve l o p m e n t i s o u t s o u rce d th a t a re p ro cu re d , p ro d u cts , m o re h a ve to m o d i fi e d had o f th e i r we b d e ve l o p m e n t te a m s e n s u ri n g e xte rn a l and a cce s s i b i l i t y a s s u re d Pro cu re m e n t m a n a g e rs n e e d to be th a t we b a g e n ci e s , m a sh e d we b co n fi d e n t l y s co re s h o rtl i s t e d p ro d u ct i s a va i l a b l e p ro d u cts o n th a t s a ti s fi e s th e o t h e r p ro cu re m e n t re q u i re m e n t s ; te s ti n g cl e a rl y s p e ci fy th e co m m u n i ca te th e co m p o n e n t i n t o th e In • th e re s u l ti n g a cce s s i b i l i ty p ro cu re ; th o se s i tu a ti o n s wh e n no a cce s s i b i l i t y re q u i re m e n t s a n d n e g o ti a te co s ti n g , th e co m m i s s i o n i n g p ro d u ct s u p p l i e rs ; a cce s s i b i l i t y d e l i ve re d th e to th e i r a l i g n m e n t wi th handle o f a cce s s i b i l i ty i m p ro ve m e n ts wi th i n te g te we b th e i r s e l e c ti o n to : kn o w h o w to co m p o n e n ts cre a te re q u i re m e n t s o f a n y p ro d u ct o r co m p e t e n t th e y wi s h a cce s s i b i l i t y re q u i re m e n t s ; th e y p ro cu re m e n t p ro d u ct s wh o s e and to g e t h e r to in a bl e p ro d u cts th a n C o n s e q u e n tl y, to I T s ta ff wh o l a rg e r p ro d u ct b e i n g and and wi l l d e l i ve re d , and to p ro d u ct m a n a g e r t h i s b o o k, ‘ S te p I 1 : re co m m e n d Ch o o se o r o u ts o u rce d e ci s i o n t h e y p a rti cu l a rl y re a d : wh e t h e r to i ts cre a ti o n ’ m a ke rs i n in d e ve l o p o r p ro cu re C h a p te r , th e a s t h e y wi l l p ro d u ct i n - h o u s e be on e o f th e ke y i t Accessi bi l i ty g u i d an ce for l eg al an d com pl i an ce / ri sk m an ag ers Le g a l ca s e p o se In • and co m p l i a n ce , beh i n d to th e th e I re co m m e n d ‘ Th re a t – th e b u s i n e s s ca s e ’ • th e be?’ to a d vi s e th e m a n a g e rs n e e d o rg a n i z a ti o n on to a s s e s s th e th e l eg a l ri s ks i t m a y o rg a n i z a ti o n t h i s b o o k, o r b u s i n e s s ri s k, a cce s s i b i l i ty, b u s i n e s s ca s e ’ s e cti o n s o f C h a p t e r ; ‘H ow g ood s e cti o n l eg a l t h e y p a rti cu l a rl y re a d : d o e s th e o f S te p and a cce s s i b i l i ty i n in ‘ Th re a t – th e re g u l a to ry and a ‘ ve rs i o n ’ p ro d u ct h a ve to Ch a p te r Accessi bi l i ty g u i d an ce for sal es m an ag ers I f yo u r o rg a n i z a ti o n n eed to p re s e n te d in th e a b o u t o r re q u i re 80 s e l l s we b p ro d u cts to cl i e n ts , a s s e s s h o w a cce s s i b i l i ty c o n fo rm a t i o n s a l e s i n fo rm a ti o n th i s ca n yo u r s a l e s m a n a g e rs i n fo rm a ti o n fo r yo u r p ro d u ct s , e a s i l y fi n d i t Th e y a l s o so n eed sh o u l d be cl i e n ts wh o to fi n d ca re wa ys o f In dex – o rdered by job role marketing the accessibility of your products to disabled and older people, to gain ROI on your accessibility investment In this book, I recommend they particularly read: • • the ‘Opportunity – the commercial business case (selling tools to clients)’ section of Chapter 3; and the ‘‘If you build it, then they’ll come’ – don’t forget to promote your accessibility’ section of Chapter Accessibility guidance for customer support managers If your organization has a customer support team, this team need to understand: how to handle support calls from disabled and older users; how best to communicate with them to understand their issue; and where best in the organization they should refer that issue In this book, I recommend they particularly read: • • the ‘Opportunity – the commercial business case (minimizing complaints)’ section of Chapter 3; and the ‘Reactive activities: Responding to accessibility feedback’ section of Step in Chapter Accessibility guidance for research & development / Innovation managers If your organization has a Research & Development or Innovation department, this team need to understand the innovation potential in accessibility, and what they can to harness the challenging questions of disabled and older people to suggest new innovation opportunities In this book, I recommend they particularly read: • the ‘Opportunity – the commercial business case (creativity and innovation)’ section of Chapter Accessibility guidance for HR managers HR managers need to be able to work with the accessibility programme manager and executive accessibility champion to audit the accessibility skills of the current staff, compare them with the skills that are needed, and commission prioritized training to upskill staff, starting with those 281 Appendix th a t n eed i t m ost Th ey a l so n eed to be a bl e to em bed a ppropri a te a ccessi bi l i ty com peten ce respon si bi l i ti es i n to th e j ob d escri pti on s of a l l sta ff th a t i m pa ct a ccessi bi l i ty I n th i s book, I recom m en d th ey pa rti cu l a rl y rea d : • th e ‘Wh i ch j ob rol es i m pa ct on th e a ccessi bi l i ty of prod u cts’, ‘E m bed d i n g m oti va ti on a n d respon si bi l i ty’, a n d ‘E m bed d i n g com peten ce a n d fi d en ce’ secti on s of Ch a pter Accessibility guidance for analytics managers An a l yti cs m a n a g ers n eed to u n d ersta n d h ow to crea te sen si bl e m ea su res for cou n ti n g d i sa bl ed a n d ol d er peopl e’s u se of you r web prod u cts, a n d h ow to em bed th ese i n you r a n a l yti cs sol u ti on s a n d sta n d a rd s I n th i s book, I recom m en d th ey pa rti cu l a rl y rea d : • th e ‘O pportu n i ty – th e com m erci a l bu si n ess ca se (rea ch ) ’ secti on of Ch a pter ; a n d • th e ‘Ca ptu ri n g a ccessi bi l i ty RO I ’ secti on of Ch a pter Accessibility guidance for brand managers B n d m a n a g ers n eed to u n d ersta n d th e th rea ts a n d opportu n i ti es to you r org a n i za ti on ’s bra n d wh i ch wi l l a ri se from th e org a n i za ti on ’s d eci si on s on h ow to su pport you r d i sa bl ed a n d ol d er a u d i en ces Th ey pa rti cu l a rl y n eed to kn ow h ow to en su re th a t bra n d g u i d el i n es ta ke a ccessi bi l i ty i n to a ccou n t, to preven t si tu a ti on s occu rri n g wh ere you ca n n ot be ‘on bra n d ’ a n d a ccessi bl e I n th i s book, I recom m en d th ey pa rti cu l a rl y rea d : • th e ‘Th rea t a n d opportu n i ty – th e eth i ca l bu si n ess ca se, a n d i ts l i n k wi th bra n d va l u es’ secti on of Ch a pter Accessibility guidance for accessibility programme managers and executive accessibility champion Th e a ccessi bi l i ty prog m m e m a n a g er a n d execu ti ve a ccessi bi l i ty ch a m pi on n eed to be a bl e to g en era te com pel l i n g a rg u m en ts for a ccessi bi l i ty wi th i n th e org a n i za ti on , a n d stru ctu re, fi n a n ce a n d i m pl em en t th e org a n i za ti on ’s a ccessi bi l i ty prog m m e 82 In dex – o rdered by job role Wh i l e th e wh ol e book i s core for th ei r respon si bi l i ti es, I recom m en d th ey pa rti cu l a rl y rea d : • • th e bu si n ess ca ses for a ccessi bi l i ty i n Ch a pter ; a n d th e d efi n i ti on of th ei r rol es i n th e ‘E m bed d i n g m oti va ti on a n d respon si bi l i ty’ secti on of Ch a pter 4, a n d a l l th e oth er com pon en ts of em bed d i n g a ccessi bi l i ty th rou g h ou t th e rest of th a t ch a pter Accessi bi l i ty g u i d a n ce for g overn a n ce m a n a g ers G overn a n ce m a n a g ers n eed to u n d ersta n d h ow to esta bl i sh a n d em bed effecti ve a n d effi ci en t a ccessi bi l i ty g overn a n ce m ech a n i sm s wi th i n you r org a n i za ti on , to m on i tor a ccessi bi l i ty a ssu n ce a cross you r org a n i za ti on ’s en ti re d i g i ta l portfol i o I n th i s book, I recom m en d th ey pa rti cu l a rl y rea d : • th e ‘E m bed d i n g g overn a n ce’ secti on of Ch a pter 4, wh i ch d eta i l s everyth i n g n eed ed to set u p a n d reg u l a rl y ben ch m a rk you r org a n i za ti on ’s prog ress a g a i n st i ts i n cl u si on g oa l s Accessi bi l i ty g u i d a n ce for soci a l -m ed i a m a n a g ers Soci a l -m ed i a m a n a g ers n eed to u n d ersta n d th e a ccessi bi l i ty ch a l l en g es of u si n g m u l ti pl e soci a l -m ed i a ch a n n el s to com m u n i ca te wi th you r org a n i za ti on ’s a u d i en ces, a s ea ch soci a l -m ed i a pl a tform h a s d i fferen t a ccessi bi l i ty stren g th s a n d wea kn esses th a t you a re u n l i kel y to be i n trol of I n th i s book, I recom m en d th ey pa rti cu l a rl y rea d : • Step (for a ca se stu d y) , a n d th e ‘Wh y crea te a websi te a t a l l wh en you ca n u se a soci a l m ed i a pl a tform ?’ secti on of Step (for a d i scu ssi on of ch oosi n g a n d u si n g soci a l -m ed i a ch a n n el s) i n Ch a pter ; and • th e ‘Rea cti ve a cti vi ti es: Respon d i n g to a ccessi bi l i ty feed ba ck’ secti on of Step i n Ch a pter (for d ea l i n g wi th cu stom er feed ba ck from d i sa bl ed peopl e vi a soci a l -m ed i a ) 83 Blank page Blank page Including your missing 20% by embedding web and mobile accessibility Most organizati s are blivi us t , r terrified ab t, web accessibility They may be aware t at 20% f their cust mers - people wit disabilities - could be clicking away fr m t eir websites or mobile apps every day, t having boug t anything r fou d the inf rmation t ey wis ed t i d T ey may have heard fr m e f t is 20%, complai i g ab t problems they can't repr d ce, and aski g f r what seem like impossible fixes Their web teams may ave read t e industry sta dard WCAG 2.0 g idelines, but found t em impe etrable Worse, t eir desig ers may claim the g idelines are a creative straitjacket t at tells them everyt ing they can't do, b t ve y little about w y T ey know they c uld be s ed if they don't t e rig t thi g, but they d 't k w how far they eed to g to prevent t at A d they d 't know if there's anything in it f r t em other t an risk mitigation on o o o o ou h o h o n o o h h u n n o fn o h o h n on h o h h h n on h n n ou h u h o no o h h o h u no n r n h h o u h h o n u on h T ere is a t er way h no h I this book, award wi ing international accessibility thoug t leader, J athan Hassell, will take y on a jour ey t tra sf rm y r rga ization t co siste tly ac ieve t e creation f websites a d mobile apps t at are sable for yo r cust mers, at t e m st efficie t c st e will s w y how, throug f llowi g a clear, strategic b siness alig ed framework - BS 8878 the Britis Standard on Web Accessibility - you can work o t w at your organizati n has to wi from accessibility, w t embed the p licies and processes ecessary to c nsiste tly achieve that aim thr ghout your rga ization, a d how t meas re the retur n your investment n - n o ou o o h nn h - n o n o n o n H h ho on ou o ou n h o o n o u n o n h u u u o n h h , ho o n - h o u al n o n n ou n o T e b k also i cludes i sig ts and case st dies from leadi g accessibility experts worldwide who ave d e t is embeddi g i their rga izatio s, and c mes wit a library of free downl adable s pp rt tools, templates and vide s t elp y on your jo rney t accessibility maturity h oo n n h n n ou o h n u u n n o h h o u on h o o o o About the author Professor J onatha n Ha ssell as over 14 years' experience of embeddi g accessibility wit i digital production teams i F SE 100 a d Fortune 500 c mpa ies worldwide e set t e accessibility standards a d strategy f r BBC Fut re Media, and a t red BS 8878 t e British Sta dard Web Accessibility to s are this best practice wit ther rga izations t elp them get more c stomers by maki g t eir g ds and services easily available t disabled and lder people h T n o u ho , h u h n n H n on n h n n h oo h n h o - h o o u o n o BSI o rd e r re f: o BI P 37 bsi BS I G rou p Hea dq uart ers 38 Chiswick H igh Road London W4 4AL www.bsigr up.com o © 85 c o r py ig h t 780580 81 0