The Importance of Accessibility Standards in Mobile App Development

Lessons from Real-World Examples

Amazingly I see product teams continue to ignore or pretend accessibility standards don’t exist when building mobile applications. One of the most important foundations of any product team should be diversity, inclusion and a deep understand of accessibility standards. They exist for a reason – as humans we are all completely unique and these guidelines are there to assist in universal coverage when building products. I don’t know any product that fits just one type of human!

Mobile apps accompany our daily lives – whether it’s for shopping, banking, social media, or healthcare, there’s an app for virtually every need. However, not all apps are created with accessibility in mind, leaving many users—particularly those with disabilities—struggling to use them effectively. This can alienate millions of potential users and even expose companies to legal risks. I’d encourage any product team or company to build accessibility standards into their mobile app development as a must have. You serve a broader audience, improve usability, and stay compliant with regulations.

Why Accessibility Matters

So what’s the fuss? And how far should you go with applying the standards and what are they?

1. Legal Compliance

In many countries, regulations require digital platforms, including mobile apps, to be accessible to people with disabilities. In the UK, the Equality Act 2010 mandates that services must be accessible to everyone, including those with disabilities. Ignoring accessibility can lead to legal challenges, as companies like Domino’s Pizza have experienced. I’m not joking!

Case Study: Domino’s Pizza

In 2019, Domino’s faced a legal case in the United States when a blind customer was unable to use the company’s website or mobile app with screen-reading software. The case reached the U.S. Supreme Court, which ruled that Domino’s must comply with accessibility standards. This high-profile case underscored the legal risks of neglecting accessibility, and similar challenges could arise under the UK’s equality laws.

2. Increased Reach and Usability

Accessibility is not just a matter of compliance—it’s also good business sense. According to the World Health Organisation, over one billion people globally live with some form of disability. By ensuring your app is accessible, you can reach a much wider audience. And don’t think that your audience is limited to a certain type – users may have disabilities that never came out in limited user testing.

Case Study: BBC News App

The BBC has long been a leader in ensuring its content is accessible to all. The BBC News mobile app includes features such as high-contrast text, adjustable font sizes, and compatibility with screen readers, making it easier for users with visual impairments to access news. Additionally, the app offers captions and transcripts for videos and podcasts, accommodating users with hearing impairments.

These accessibility features not only enhance the experience for people with disabilities but also benefit other users, such as older adults or those using the app in low-light or noisy environments.

3. Improved User Experience

Accessibility and good design are closely intertwined. Many features that improve accessibility also enhance the overall user experience. By taking TIME to consider accessibility guidelines (A comprehensive list it outlined below but here’s a starting point: https://www.w3.org/TR/WCAG21/)

Case Study: Apple’s iOS Accessibility Features

Apple is renowned for its commitment to accessibility, particularly within iOS. Features like VoiceOver (a screen reader), Zoom (a magnification tool), and adjustable display settings (such as colour filters and reduced motion options) ensure that iOS is accessible to users with various disabilities.

These features are beneficial not just for those with permanent disabilities, but also for people with temporary impairments (like a broken arm) or situational challenges (such as trying to use a phone in bright sunlight).

4. Brand Reputation

Investing in accessibility sends a message that a company values inclusivity, which can positively impact its reputation. Companies that prioritise accessibility often earn loyalty and goodwill from a broader customer base.

Case Study: Bank of America

Bank of America has integrated accessibility into its digital strategy, ensuring that its mobile app includes voice guidance for people with visual impairments and adaptive interfaces for users with motor disabilities. By committing to inclusivity, the bank has differentiated itself in a competitive market, strengthening its relationship with a diverse range of customers.

5. SEO and App Store Rankings

While accessibility is not a direct factor in app store rankings, accessible apps often provide better performance, usability, and engagement. This can lead to more downloads, better reviews, and ultimately higher visibility in app stores. Again this boils down to the time needed to ensure compliance – you’ll often also iron out UX kinks or even UI flaws by spending time considering accessibility!

6. Competitive Advantage

Despite the clear benefits, many apps still fall short when it comes to accessibility, giving businesses that prioritise it a competitive edge.

Case Study: Netflix vs. Disney+

Netflix has taken significant steps to make its app more accessible, offering features such as audio descriptions for visually impaired users, as well as subtitles and closed captions. This sets a high standard for other streaming platforms.

By contrast, Disney+ has faced criticism for inconsistencies in its accessibility features. Users have reported issues with subtitle customisation and the lack of audio descriptions on certain content, which has given Netflix an advantage in this area.

The Cost of Ignoring Accessibility

Neglecting accessibility can result in missed opportunities, negative press, and even legal challenges. In addition to legal risks, apps that fail to meet accessibility standards can suffer from poor reviews and a damaged reputation.

Case Study: Nike’s SNKRS App

Nike’s SNKRS app, which is known for exclusive sneaker drops, has been criticised for being difficult to navigate for users with motor impairments. The time-sensitive nature of the app’s features, requiring quick gestures, has frustrated some users, leading to negative reviews. This has dented Nike’s reputation among some of its customer base. It might look funky but it fell down badly on the accessibility front!

Thoughts

Accessibility isn’t just a legal obligation or a moral responsibility—it’s a competitive advantage that can drive business growth. By making your app accessible, you can reach a wider audience, improve the user experience for all, and avoid costly legal issues.

Companies that prioritise accessibility are not only protecting themselves but also enhancing their products and brand. Accessible apps lead to happier users, stronger brands, and better business outcomes.