Digital accessibility research for Blind and low-vision consumers with McKinsey & Co.

The challenge

More than two billion people worldwide are Blind or have low vision [‘Blindness and vision impairment’; WHO, October 13, 2022], and at the moment those people are excluded or have limited access, due to a lack of prioritisation, resourcing and focus on digital accessibility. On the other side of the coin, it is estimated that consumer companies with inaccessible websites or apps lose $6.9 billion annually [‘The Internet is Unavailable’; Nucleus Research, July 2019] – and this number is only expected to rise with the globally ageing population. Clearly, improving accessibility online is of mutual benefit to both consumers and companies. 

Online consumer experiences are often heavily driven by two elements: visuals, and the use of a mouse or finger on a touch screen. Photos, videos, and subtle user experience cues steer consumers through digital content, and people with low vision find it challenging to interact with these visual elements if they are low contrast or unclear. 

Meanwhile, consumers using screen readers or other assistive technologies have to trust that the underlying code on the website is functioning properly, to communicate (for example) that a button is clickable. Poorly thought-out digital design can be deeply frustrating, or even unusable. 

Within the research, we discovered that Blind internet users abandon approximately two-thirds of their e-commerce interactions because of inaccessibility, forcing them to seek out more accessible options elsewhere.

Continuous research, by talking to consumers who have lived experience, is an essential part of making concrete improvements. The specific goal of McKinsey’s project was to understand the digital behaviours and experiences of those who are Blind or have low vision, and turn those understandings into actionable feedback.

The approach

McKinsey & Co and Tilting the Lens worked together to produce qualitative research, recruiting participants from Germany, Italy, and the United States. Tilting the Lens cast the research participants, helped to draft the digital survey, then facilitated online focus groups, and conducted one-to-one interviews where required. All participants were paid for taking part, in line with our ethos that lived experience is intellectual property, and needs to be compensated and valued in kind. 

We worked with AIRA, a visual interpreting service, to ensure that all digital materials were accessible. Digital documents were formatted to be screen reader-accessible, while visual descriptions and audio guidance were provided, and follow-up phone calls were offered to anyone who wanted them.

Participants were asked about 12 specific industries, including banking, education, retail, and media, and the replies suggested that all of those industries could do better if they are to build digital trust with disabled communities. Without it, disabled consumers will look elsewhere for goods and services. 

What does that trust look like? What does digital accessibility for Blind and low-vision consumers mean? 

McKinsey asked the users for their definition of digital accessibility, and the response was clear: a seamless experience when using online content. This means that they can view and interact with it using whichever screen reading tech or accessibility device they prefer, and they certainly shouldn’t have to implement workarounds such as asking friends or family for help. Accessibility needs to be integrated into the site design; separate accessible sites or overlays are often inconsistent or ineffective.

The participants in the research reiterated the need to include lived experience contributions in the design and development stages of digital products and services. As one participant in Germany said, “If it is meant to be used by us, it should be influenced by us.”

Outcome & impact

The report from the research, provided by Tilting the Lens, showed that there is an immediate need for companies to implement tangible solutions in digital accessibility. A lot of them are at the beginning of this journey, and need to do more, now. 

Accessibility shouldn’t be about sticking on a solution after the fact; it’s about a customer-first approach right from the beginning. Good design goes hand-in-hand with inclusive design, using bedrock approaches such as collaborative design, cohesive user experience, and continuous improvement. Ensuring that those with lived experience are equal collaborators in the process — right from concept — helps companies build top-notch offerings. 

This approach is often more cost-effective, too. Barclays found that redesigning its mobile app with accessibility in mind cost one-tenth of the amount of trying to fix accessibility challenges in its existing mobile app. And, once it was released, the app’s ratings more than doubled, as customers broadcast their trust in the product. 

We have to make sure that disabled people are not being shut out of digital spaces. Brands that do the accessibility work will be rewarded with the economic benefits of a consumer base, and an innovative talent pool who trusts them.