embedding accessibility - ncdt.nl accessibility scaling accessibility from specialist niche to...
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Embedding accessibilityscaling accessibility from specialist niche to business-as-usual (BS 8878)
Prof Jonathan Hassell (@jonhassell)
Accessibility Director, Open InclusionChair, BSI IST/45
Nationaal Congres Digitale Toegankelijkheid31st May 2016
About me…
• 14+ years experience in accessibility and inclusion • Accessibility Director, Open Inclusion
• advising some of the largest companies in the world in embedding accessibility:
• product Manager of innovative, award-winning products • former Head of Usability & Accessibility, BBC Future Media • lead author of UK Accessibility Standards BS 8878 • lead editor for internationalising BS 8878 into
1 The good news:
Accessibility is in demand
Large companies are taking accessibility seriouslyand are having trouble finding the right people to hire
2 The bad news:
Nobody makes it on their own
Being an “accessibility superhero” may not be all it’s cracked up to be…
You may have many successes bringing accessibility to your work and your colleague’s work…
But you’ll also have numerous frustrations where the products you create don’t live up to your values…
as the people you were working with or for didn’t share those values…
or it was too late or too difficult to get what you want done
You want to do less work, and have more impact…
• to be expected to take accessibility seriously by your organization’s product managers
• to be in a team where each member knows what accessibility expects from them • to be asked to follow a user-centred design process • to have a place to find best practice help for accessible design beyond the web • to be given real-world user-research to help your decision making • to be empowered to make sensible accessibility decisions, as long as you can
justify them, and write them down • to have the freedom to create product variations where users’ needs diverge • to be encouraged to test products for accessibility, alongside usability, to the level
the budget will allow • and to be freed from the impossibility of doing everything you could possibly do
for v1.0, as long as you tell your audience why & when they’ll get what they need
Because how you really want to work is this…
Into one that values inclusive user-centred design…
You want to convert a world that’s fixated on checklists...
Visualdesigners Writers
Project managers
Product managers
Finance Legal Marketing Strategy
TestersDevelopersInteraction designers
Information architects
You need to engage everyone who makes your products,not just the accessibility superhero
C-suite
Or you’ll eventually burn out and leave…bad for you, bad for your organization
Or you’ll manage, get bored and leave for another challenge…good for you, bad for your organization
Being ‘good at accessibility’ isn’t enough You need to convince others to join you
And you need to know how to make your collaboration successful
What actual success in accessibility looks like…
• Not doing a good job making a product accessible • Not enabling all your organization’s products to be accessible • For you to be successful, you actually have to prepare your organisation for
your exit • Success should be measured on whether they can still carry on without you • That what you brought has become ‘just the way we work around here’ when
no-one left can remember your name • That’s how we define success at Open Inclusion
So how do you get there from here…?
Expand Embed
Enable Effects
Summarised in the four E’s
3 EXPAND
Find your organisation’s accessibility motivation
sweet spot
Who needs to be motivated for you to get what you want?
Visualdesigners Writers
Project managers
Product managers
Finance Legal Marketing Strategy
TestersDevelopersInteraction designers
Information architects
C-suite
Convert the person at the top, or convert them all
Visualdesigners Writers
Project managers
Product managers
Finance Legal Marketing Strategy
TestersDevelopersInteraction designers
Information architects
C-suite
How will you convince them to spend time on accessibility rather than something else…?
Legal Ethical ROI Innovation
Four potential reasons…
So make it accessibility about winning
Avoiding losingdoesn’t really motivate…
Success means firing on all four cylinders…
& & &
All Government Retail Product
… and choosing your emphasis depending onwhat your organization does…
Compliance CSR Prod Mgt Corp Strategy
… and choosing your emphasis depending onthe part of your organization you’re selling to
4 EMBED
Embed competence across your organisation
In your organization, do your staff & policies facilitate or inhibit delivery of accessibility?
Responsibility
Competence and confidence
Governance
Policy
Support
What you need to embed in your organisation
Embedding responsibility
Visualdesigners Writers
Project managers
Product managers
Finance Legal Marketing Strategy
TestersDevelopersInteraction designers
Information architects
C-suite
• Work out whose responsibility accessibility should ultimately be…
• Appoint: • An exec champion
(to get buy-in and budget)
• An accessibility programme manager (to use that to make things happen)
• Make sure they delegate well
Embedding competence
Visualdesigners Writers
Project managers
Product managers
Finance Legal Marketing Strategy
TestersDevelopersInteraction designers
Information architects
C-suite
• Make sure those delegated to have clear guidelines for what they need to do to fulfil their accessibility responsibilities • split accessibility guidelines
via job-role
• Make sure they are trained in their responsibilities • split accessibility training
via job-role • prioritise training to those
who have most impact, and are furthest away from the competence level they need
Embedding support
Visualdesigners Writers
Project managers
Product managers
Finance Legal Marketing Strategy
TestersDevelopersInteraction designers
Information architects
C-suite
• Identify competences and functions you should keep in-house, and which you should outsource • train staff in the things that
don’t change; outsource advice on edge-cases
• keep QA in-house; outsource accessibility audit
• Get the support you need, but make sure you don’t become dependent on externals in anything that you should be growing competence for in-house
Embedding into key policies
Visualdesigners Writers
Project managers
Product managers
Finance Legal Marketing Strategy
TestersDevelopersInteraction designers
Information architects
C-suite
• Create an Organizational Web Accessibility Policy to strategically embed accessibility into the organisation’s policies
• Should include where accessibility is embedded in: • web procurement policy • web technology policy • marketing guidelines • web production standards
(e.g. compliance with WCAG, browser support, AT support)
Standard accessibility section for ITTs/RFPs
and contracts
Top level business case & organisational
accessibility policy p level business case
& organisational accessibility policy
Website accessibility statement template
Branding and visual style guides
Start with the most strategically valuable policies…
• Work out what products to monitor – your digital portfolio
• Categorise products by • importance to you and your users • the degree of accessibility required
• Prioritise enablers and pillars; be more relaxed with innovators
• Choose your metrics to provide the level of assurance you require for the cost you can afford • what to measure
[WCAG, actual usability of products for disabled people]
• how often you’ll measure
• Make sure you do actions based on the data – will you hold staff accountable?
Embedding governance
Competence (guidelines & training)
Policies
Governance
Motivation & responsibility
2016
2016
2016
2016
2016
Support
2017
2017
2017
2017
2017
Benchmark where you are, where you wish to be, and the costs & benefits of getting there; prioritise where you’ll get most value for money
5 ENABLE
Enable product accessibility through a
consistent process
You need to fix problems in the process, not the product, to prevent them re-occurring…
Your process should allow you to plan for efficient accessibility delivery, and ensure everyone knows what to do & when through the product’s full lifecycle
Your process should be flexible, and mould itself around your product/project, not the other way around…
How the cost of fixing defects depends on when you find them (Bill Graham)
We all know cost-efficiency is all about planning, and testing early and often
Different times when we use them…Different testing methodologies…
So we plan in sprints… and create test plans using different types of testing at different points in the process
Lab-baseduser-testing
Cost
Reliability of findings
Automatedtesting against guidelines
Testing with assistive technologies
Remotetesting
‘Guerilla’testing
Cognitive walkthrough by expert
Exclusion audit by untrained team
Testing against heuristics or guidelines (e.g. WCAG)
Estimatedcost vs. reliability of findings
However we often only use 1 or 2 accessibility testing methodologies when many more exist
INTERNAL
Efficient accessibility:work & testing
Often the case accessibility:work & testing(total work = 1.4 x efficient)
WorkQAAudit
WorkQAAudit
And accessibility effort and testing are often overlooked/underestimated in planning…
We need to get rid of unnecessary pain, not cause it…
1 Starting strategically
2 Planning implementation effectively
3 Prioritising remediation
4 Launch, and post-launch planning
via 4 strategic accessibility project management workshops
Starting with the end in mind…
Workshop 4: How do you know your product’s accessibility is good enough for launch?
Actual accessibility:work & testing Work
QAAudit
You’re almost at launch, and you still have open issues… what do you do?
Workshop 3: How to handle test results and prioritise issue remediation
Actual accessibility:work & testing Work
QAAudit
You’re in mid-development, and you’ve found 60 issues… what do you do?
Workshop 2: How to embed accessibilityin implementation and test planning
INTERNAL
Efficient accessibility:work & testing
Often the case accessibility:work & testing(total work = 1.4 x efficient)
WorkQAAudit
WorkQAAudit
Planning for efficiency from the start - estimating amount of accessibility work, planning efficient testing
Workshop 1: How to start the project on firm foundations
6 key strategic decisions (BS 8878 steps 7-12) about accessibility aims, technologies and approaches…
… based on 6 key aspects of the product (BS 8878 steps 1-6) - its purpose, user goals, audience needs & preferences
6 EFFECTS
Keep things going by monitoring
Return on Investment
All of this accessibility work costs… so you need to continually prove it’s worth continuing with
Risk mitigation value- what penalties are you insured against…?
• USA: – NFB vs. Target, 2006 – $6m – NAD vs. Netflix, 2013 – $755k – DOJ and NFB vs. H&R Block, 2014 – $145k
• Australia: – Maguire vs. SOCOG, 2000 – $20,000
But not on how to do that…Risk mitigation value- what brand threats are you insured against…?
Difficult to prove the value of the premium, until you need to claim
Impact on organization’s brand – PR value of awards and positive press coverage
Impact on organization’s brand– minimising customer complaints (capture via email, survey)
Opportunity cost savings of not having to provide alternatives
Ability to sell your digital tools into markets where accessibility is a procurement requirement
1. Establish relative value of google rankings
2. Benchmark current ranking
5. And don’t pay us until we get you there
4. We’ll tell you how much it will cost
3. Tell us where you want to rank
Learn from how other industries sell their benefits… (e.g SEO)
So, to help prove ROI, we need to start counting, like everybody else does
Make it we not me Find tailored ways of motivating your staff Get buy-in from the top Make training job-specific Embed in policies Embed a process to make it repeatable Prove its worth to keep it going
1. Make it we not me
2. Find tailored ways of motivating your staff
5. Embed in policies
6. Embed a process to make it repeatable
4. Make training job-specific
11million
7. Prove its worth to keep it going
3. Get buy-in from the top
Top 7 take-aways
For information on the complete guide, visit:http://openinclusion.com/book/
• complete guide to embedding accessibility using BS 8878 • plus interviews with leading accessibility experts worldwide,
including: • Jennison Asuncion (Canada) • Debra Ruh, Lainey Feingold,
Jeff Kline, Shawn Henry (USA) • Andrew Arch (Australia) • David Banes (Qatar) • Axel Leblois (UN) • Makoto Ueki (Japan) • Steve Green (UK)
for your [email protected]@jonhassell