The critical importance of accessibility testing and maintenance: Envisioning the future with GenAI for industry-specific enhancements

Introduction: The growing importance of digital accessibility in key industries

Accessibility is a critical factor for businesses across various industries, including retail, technology and media, insurance, FMCG, HORECA, and manufacturing. The potential impact of neglecting accessibility can be immense, not only from a legal standpoint but also in terms of lost revenue and damage to brand reputation.

Consider these statistics:

• 1 in 4 U.S. adults live with a disability [1]: According to the Centers for Disease Control and Prevention (CDC), approximately 61 million adults in the U.S. live with a disability. This represents a significant portion of the population that businesses cannot afford to overlook.
• #source-list $490 billion in disposable income [2]: A study by the American Institutes for Research found that working-age people with disabilities have a collective disposable income of $490 billion. This underscores the purchasing power of this demographic and the financial incentive for businesses to make their digital platforms accessible.
• 71% of users with disabilities [3] leave a website that is not accessible: A survey conducted by the WebAIM organization revealed that 71% of respondents with disabilities would leave a website that is difficult to use, taking their business elsewhere. This highlights the importance of ensuring that web and mobile applications are user-friendly for everyone.

Recent studies show that implementing AI in manufacturing can significantly boost efficiency, with a 20% increase in production capacity, a 30% reduction in production downtime, and up to 30% decrease in maintenance costs.

The evolution of accessibility: From physical to digital inclusion

The concept of accessibility has evolved significantly over the past few decades. Initially focused on ensuring physical access to buildings and public spaces, accessibility now encompasses digital inclusion, ensuring that websites and mobile applications are usable by everyone, including people with disabilities. This shift reflects the growing importance of digital platforms in daily life and commerce, and emphasizes the importance of improving website accessibility.

Expanding on the CDC statistics for the U.S., according to the World Health Organization, over 1 billion people, or about 16% of the global population, live with some form of disability [4]. These disabilities can significantly impact their ability to interact with digital content if it is not designed with accessibility in mind. Common disabilities that affect user experience include:

• Visual impairments (perceivable): This includes blindness, low vision, and color blindness. Users with visual impairments may rely on screen readers, require high contrast, or need content that does not depend on color to convey information. For example, missing alt text on images or poor color contrast can make it difficult for visually impaired users to navigate a website or understand its content.
• Hearing impairments (robust): Users who are deaf or hard of hearing may need captions or transcripts for video and audio content. Websites that do not provide these features exclude a significant portion of their audience from fully experiencing the content.
• Motor disabilities (operable): These include conditions that affect a user’s ability to use a mouse or keyboard effectively, such as Parkinson’s disease, arthritis, or cerebral palsy. Websites that require precise mouse movements or do not support keyboard navigation can be inaccessible to users with motor disabilities.
• Cognitive disabilities (understand): This category includes a wide range of conditions such as dyslexia, autism, or memory impairments. Users with cognitive disabilities may need content that is simple, clear, and easy to navigate. Complex layouts, confusing navigation, and unclear instructions can significantly hinder their user experience.

The World Wide Web Consortium’s (W3C) Web Accessibility Initiative (WAI) has been a significant driving force behind digital accessibility standards. The Web Content Accessibility Guidelines (WCAG), first introduced in 1997, have become the benchmark for ensuring that digital content is accessible to all users, including those with disabilities. These guidelines continue to evolve, addressing the changing needs of users and the growing complexity of digital platforms.

For industries like retail and technology, where user engagement is critical, adhering to these guidelines is not just about compliance but also about ensuring that all customers have equal access to products and services. In sectors such as insurance and FMCG, where users need to access important information quickly and efficiently, ensuring accessibility can prevent alienating a significant portion of the customer base.

A brief look at the key milestones in digital accessibility

Research shows that 72% of those using AI are concerned that process issues may hold back AI breakthroughs over the next two years. ⁴

1. The Rehabilitation Act of 1973: This act prohibits federal agencies (and their contractors) from discriminating against individuals on the basis of a disability, whether it be through employment, financial assistance, and technology. This means that any type of technology (from kiosks to websites to apps and more) deployed by the federal government and its contractors needs to be accessible to people with disabilities.
2. Americans with Disabilities Act (ADA) 1990: This is a landmark piece of legislation in the United States aimed at prohibiting discrimination against individuals with disabilities. It was signed into law on July 26, 1990, by President George H.W. Bush. The ADA addresses various aspects of life, including employment, public accommodations, transportation, and telecommunications. The ADA prohibits discrimination on the basis of ability and ensures equal access to government services, telecommunications, and public accommodations, and is additionally significant because it addresses people with disabilities as a protected civil rights group similar to race, age, gender, or citizenship. The ADA also laid the groundwork for digital accessibility guidelines by including websites in the description of public accommodations.
3. The Department of Justice (DOJ) puts a stake in the ground when it comes to digital accessibility (1996): As the widespread adoption of the internet accelerated, individuals with disabilities faced frustrations when they encountered barriers that prevented them from accessing online content. Notably, Title III of the ADA, which pertains to public accommodations, did not explicitly categorize digital content as “public,” leaving them without a clear legal recourse. This situation changed when the Department of Justice (DOJ) publicly affirmed that websites do indeed fall under the classification of public accommodations. Nevertheless, as the ADA lacks precise guidelines on digital content, the responsibility for interpretation has fallen to the courts. In recent times, courts have increasingly ruled in favor of plaintiffs in accessibility cases. One notable example is the legal battle waged by Domino’s Pizza, which vigorously contested a lawsuit, even seeking an appeal with the Supreme Court in the summer of 2019. However, the Supreme Court declined to hear their case, resulting in Domino’s Pizza facing a high-profile trial. This trial essentially revolves around the question of whether a company has the right to discriminate against individuals with disabilities, particularly those who are blind. It’s a legal issue that has garnered significant attention.
4. Section 508 amended (1998): When the Rehabilitation Act of 1973 was enacted, technology was not as advanced as it is today. Even in 1986, when the Section 508 amendment was introduced to extend the Act’s coverage to federal government contractors, the internet, as we currently know it, was still a decade away from its full development. This is why the year 1998 holds great significance in the realm of digital accessibility: it marks the amendment of Section 508 to encompass digital content. In essence, the Section 508 amendment mandates that both the Federal government and entities seeking to engage in business with the Federal government must ensure the accessibility of their digital assets. Therefore, it’s important to recognize that this requirement extends beyond government agencies, and organizations outside the government sphere should also be mindful of its implications.
5. Web Content Accessibility Guidelines (WCAG) 1.0 released (1999): Tim Berners-Lee, the internet’s founder, has been a strong advocate for equal access. He, along with the W3C, introduced WCAG 1.0 in 1999, consisting of 14 guidelines and 65 checkpoints to improve web accessibility. Encouraging organizations to adopt these guidelines was the primary challenge. The guidelines are accompanied by a ranking system of three tiers with accessibility features divided into priorities 1 (Level A), 2 (Level AA), and 3 (Level AAA).
6. VoiceOver released for Apple products (2005): If you’ve ever been curious about how individuals who are blind or have low vision navigate smartphones, today is your chance to learn! They rely on a tool called a “screen reader,” which, as the name suggests, audibly conveys on-screen content. Apple’s native screen reader, VoiceOver, represents a pivotal moment in history. In 2005, while most smartphone companies prioritized speed, size, and cost, Apple stood out by prioritizing universal usability. This decision reinforced Apple’s reputation as a leader in inclusive technology.
7. WCAG 2.0 released (2008): Nearly ten years after introducing the initial Web Content Accessibility Guidelines, the W3C unveiled an enhanced iteration, WCAG 2.0. Given that the original guidelines originated in an era when AOL (America Online) served as the web’s gateway for many and email was considered cutting-edge technology, this update was warmly welcomed. WCAG 2.0 expanded upon its predecessor’s groundwork and emphasized four core principles: perceivable, operable, understandable, and robust. Accompanying these principles were additional guidelines designed to assist developers in creating a more accessible web environment for all users.
8. WCAG 2.1 released (2018): A decade after WCAG 2.0, the W3C introduced WCAG 2.1 in 2019. This updated version places a stronger emphasis on addressing previously underrepresented aspects, such as cognitive disabilities, speech input software users, and screen magnification needs, making it the current standard for accessibility efforts.
9. WCAG 2.2 released in October 2023: In 2023, 9 new success criteria were added in the WCAG 2.2 release, as well as within the Web Accessibility curriculum in Deque University. This included:
   1. 2 new Level A criteria (3.2.6 Consistent Help, 3.3.7 Redundant Entry);
   2. 4 new Level AA criteria (2.4.11 Focus Not Obscured (Minimum), 2.5.7 Dragging Movements, 2.5.8 Target Size (Minimum), 3.3.8 Accessible Authentication (Minimum));
   3. 3 new Level AAA criteria (2.4.12 Focus Not Obscured (Enhanced), 2.4.13 Focus Appearance, 3.3.9 Accessible Authentication (Enhanced)).

Typical web and mobile accessibility issues

In many industries, common accessibility issues continue to plague web and mobile applications. These issues not only impact user experience but also increase the likelihood of legal challenges:

• Poorly structured headings and content: Heading elements (<h1> to <h6>) are missing, out of order, or used incorrectly for styling purposes. Screen readers and users with cognitive disabilities struggle to understand the content structure.
• Missing landmarks: Key landmarks, such as navigation regions (<nav>), main content (<main>), and complementary sections (<aside>), are not used or are missing. So users with screen readers may struggle to quickly find and navigate to different sections of a page, leading to a less efficient and more frustrating experience.
• Inappropriate navigation links: Poorly coded navigation links can create significant accessibility issues for users with visual impairments who rely on screen readers. If the navigation is not properly marked up, screen readers may fail to detect it as a navigational element, forcing users to listen to the entire menu each time they load a new page. This can be frustrating and inefficient.
• Missing alt text for images: Without alternative text, screen readers cannot describe images to users with visual impairments, leaving them without critical context.
• Poor color contrast: Insufficient contrast between text and background can make it difficult for users with visual impairments to read content. This issue is prevalent in many retail and tech websites.
• Inaccessible forms: Forms without proper labeling and navigation can be challenging for users with disabilities, particularly in sectors like insurance where online forms are common.
• Lack of keyboard navigation: Many websites and apps still fail to provide keyboard-only navigation options, making them inaccessible to users with motor disabilities.
• Non-descriptive link text: Links labeled “click here” or “read more” provide no context for screen readers, creating confusion for users with visual impairments.

Legal standards and compliance: A global perspective

We tend to overestimate the effect of a new technology in the short run and underestimate the effect in the long run. This saying rings true with AI and Generative AI. Their transformative potential in business is undeniable, offering unprecedented opportunities for efficiency, Accessibility is not just a moral imperative; it is a legal requirement across many countries, particularly in industries that serve broad and diverse customer bases. Non-compliance can lead to significant legal risks, including lawsuits, fines, and reputational damage.

• United States: The Americans with Disabilities Act (ADA) and Section 508 of the Rehabilitation Act are crucial in ensuring that digital platforms are accessible. The ADA applies broadly, while Section 508 specifically addresses federal agencies and organizations receiving federal funding. Companies in retail, media, and technology, such as Domino’s Pizza, have faced lawsuits for failing to provide accessible websites, highlighting the importance of compliance in these sectors.
• European Union: The European Accessibility Act (EAA) and the Web Accessibility Directive require digital platforms to be accessible by 2025. For industries like insurance and HORECA, which operate across multiple European markets, compliance with these regulations is essential to avoid penalties and ensure market access.
• Canada: The Accessible Canada Act (ACA) mandates accessibility in federal jurisdictions, including digital platforms. For businesses in retail and FMCG sectors, this means ensuring that websites and mobile apps are accessible to all users, preventing potential legal challenges.
• Australia: The Disability Discrimination Act (DDA) prohibits discrimination against individuals with disabilities, including in digital services. Companies in the manufacturing and tourism industries, which often deal with a diverse customer base, must ensure that their digital platforms are compliant with these laws to avoid exclusion from the market.

These legal frameworks underscore the necessity for industries to prioritize accessibility. For companies operating across multiple regions, it is crucial to stay informed about the varying requirements and ensure that digital platforms meet the highest standards of accessibility.

Why accessibility is crucial for web and mobile applications in key industries

Accessibility is vital for all industries, but its importance is particularly pronounced in sectors where customer interaction and user experience are key drivers of business success. Ensuring that websites and mobile applications are accessible helps businesses meet legal requirements, enhance user satisfaction, and reach a broader audience.

Businesses should prioritize accessibility testing for several key reasons:

• Legal compliance: Accessibility testing ensures that digital products comply with laws like the ADA, WCAG, and Section 508. Failure to meet accessibility standards can result in lawsuits, fines, and damage to a company’s reputation.
• Increased market reach: Making products accessible enables businesses to reach the  1.3 billion people living with disabilities (around 16% of the world’s population [4]). This can significantly expand the customer base and unlock new revenue streams.
  Statista reveals that about 13.5% of the U.S. population has a disability.  Pure play ecommerce retailers are estimated to lose over $6.9 billion in annual revenue for non-compliance to accessibility standards [5].
• Improved user experience: Accessible designs benefit everyone, not just people with disabilities. Features like improved navigation, better contrast, and alt text for images can enhance usability and overall customer satisfaction.
• Brand reputation and inclusivity: Companies that prioritize accessibility show a commitment to inclusivity, enhancing their brand image and building customer loyalty. Accessibility is a key differentiator in competitive markets.
• Cost savings: Addressing accessibility early through testing reduces the need for costly retrofits later on. Fixing accessibility issues during development is much more efficient than doing so after launch.
• Future-proofing: As digital accessibility becomes a growing priority globally, businesses that integrate accessibility testing are better positioned to adapt to future regulatory changes and industry trends.

Common web and mobile accessibility issues across industries

• Healthcare: Accessibility ensures that healthcare platforms are usable by patients with disabilities, providing features like screen reader compatibility and alternative text for medical documents. This allows everyone to access telemedicine, schedule appointments, and view test results with ease, ensuring inclusivity and compliance with healthcare laws like the ADA.
• Finance and Banking: Accessibility in banking apps includes features like keyboard navigation and voice-enabled services, allowing users with visual or motor impairments to manage their finances independently. Ensuring accessibility compliance prevents legal risks and builds trust with customers who need accessible financial services.
• Retail and FMCG: In retail, accessibility issues such as missing alt text for product images, poor color contrast, and non-keyboard accessible navigation can significantly impact user experience, particularly for visually impaired customers. For FMCG companies, where speed and ease of access to information are critical, these issues can lead to lost sales and customer dissatisfaction. 
• Technology and Media: In the tech and media industries, complex and unclear language, lack of focus indicators, and inaccessible multimedia content are common issues. These barriers can prevent users with cognitive disabilities from fully engaging with content, limiting the reach of digital platforms.
• Insurance: The insurance sector often deals with complex forms and documents that need to be accessible to all users. Issues such as unlabeled form elements, inaccessible PDFs, and improper use of headings can make it difficult for users with disabilities to navigate and understand essential information, potentially leading to non-compliance and legal risks.
• HORECA: In the hospitality industry, where users rely on digital platforms to book services and plan travel, accessibility issues like non-responsive design, inaccessible booking forms, and poor user interface design can prevent individuals with disabilities from accessing services, leading to lost business opportunities and potential lawsuits.
• Manufacturing: For manufacturing companies, particularly those offering complex products or services online, accessibility issues such as poorly structured content, lack of keyboard navigation, and insufficient alt text can create barriers for users with disabilities, affecting customer engagement and satisfaction.

Addressing these accessibility issues is crucial for enhancing user experience, ensuring legal compliance, and maximizing market reach. For example, a study by the Nielsen Norman Group found that improving accessibility not only benefits users with disabilities but also enhances the overall user experience for all users, leading to increased customer satisfaction and loyalty.

Tools and support: Assessing and improving accessibility

Understanding and addressing accessibility issues is the first step towards creating inclusive digital platforms. Various tools—both free and paid—are available to help companies assess their current accessibility status and implement improvements.

• Free Tools: Tools like WAVE, Axe, and Lighthouse are valuable for initial accessibility assessments. These tools can help identify common issues such as poor color contrast, missing alt text, and improper heading structure. However, while these tools provide a good starting point, they may not cover all accessibility aspects, particularly those related to user experience and design.
• Paid Tools: For a more comprehensive approach, companies can invest in paid tools such as Siteimprove, Deque’s Axe Pro, or TPGi’s ARC platform. These tools offer advanced features like automated testing, detailed reports, and integration with development workflows. Continuous monitoring provided by these tools ensures ongoing compliance with accessibility standards, which is particularly important for industries like insurance and HORECA, where regulatory compliance is critical.
• Services: Grid Dynamics delivers a wide range of services such as manual testing, testing automation, website performance optimization, and mobile app development. We offer tailored solutions, including in-depth accessibility audits, user testing with individuals with disabilities, and remediation strategies, providing an inclusive and user-friendly experience.

For industries such as retail and FMCG, where user experience is a key differentiator, investing in comprehensive accessibility solutions can lead to improved customer satisfaction and conversion rate improvements.

Trends in accessibility testing: The role of GenAI and future developments

As digital platforms become more complex, traditional accessibility testing methods may not be sufficient to address all potential issues. Emerging technologies like Generative AI (GenAI) are poised to revolutionize accessibility testing, offering innovative solutions that can enhance the effectiveness and efficiency of accessibility initiatives.

• AI-powered testing tools: GenAI can enhance existing accessibility testing tools by automating complex tasks and providing more accurate assessments. For example, AI algorithms can simulate user behavior to identify potential accessibility barriers that may not be detected by traditional tools. This can be particularly beneficial in industries like technology and media, where user interaction patterns are diverse and complex.
• Personalized accessibility: GenAI can enable personalized accessibility features that adapt to individual user needs. For instance, AI-driven tools can dynamically adjust content layouts, font sizes, and color contrast based on user preferences. This level of customization can significantly enhance the accessibility and usability of digital platforms in industries like retail, insurance, and HORECA, where user engagement is critical.
• Predictive analysis: GenAI can also be used to predict potential accessibility issues before they arise. By analyzing user data and patterns, AI can identify trends and areas of concern, allowing companies to proactively address accessibility barriers. This is particularly valuable for industries such as manufacturing and FMCG, where early identification of issues can prevent costly remediation later.
• Continuous monitoring and improvement: AI-driven tools can facilitate continuous monitoring of digital platforms to ensure ongoing compliance with accessibility standards. These tools can automatically detect changes in website or app content that may introduce new accessibility issues, ensuring that companies remain compliant with evolving standards such as WCAG 2.1 and beyond.
• Voice-activated interfaces and AI assistants: Another emerging trend is the use of voice-activated interfaces and AI assistants to improve accessibility. These technologies can help users with motor or visual impairments navigate websites and applications more easily. For example, in the HORECA industry, voice-activated booking systems can provide a more accessible and user-friendly experience for travelers with disabilities.

As these trends indicate, the future of accessibility testing is moving towards more intelligent, automated, and user-centric approaches. By staying ahead of these developments, companies can ensure that their digital platforms are not only compliant with legal requirements but also provide an inclusive experience that meets the needs of all users.

Conclusion: Partnering with Grid Dynamics for enhanced accessibility

Accessibility is no longer just a compliance checkbox; it is a critical element of a successful digital strategy. For industries such as retail, technology and media, insurance, FMCG, HORECA, and manufacturing, ensuring that websites and mobile applications are accessible is essential for reaching a broader audience, enhancing user experience, and mitigating legal risks.

The evolving landscape of accessibility standards, coupled with the increasing use of advanced technologies like GenAI, presents both challenges and opportunities. Companies need to be proactive in their approach to accessibility, using the latest tools and partnering with experts to ensure their digital platforms meet the highest standards.

This is where specialized service providers like Grid Dynamics come into play. With their expertise in manual testing, testing automation, and digital accessibility improvements, these companies can help you navigate the complexities of accessibility compliance, providing tailored solutions that not only meet regulatory requirements but also enhance the overall user experience.

By partnering with Grid Dynamics, you can ensure that your digital platforms are accessible, user-friendly, and ready to meet the needs of all customers. Don’t wait for accessibility issues to become a problem—take action now to ensure your business is inclusive and compliant.

Contact us today to learn more about how we can help you improve your accessibility metrics and create a digital experience that is accessible to everyone.

Sources

1. AIR “A Hidden Market: The Purchasing Power of Working-Age Adults With Disabilities”
2. Disability and Health Disability Impacts All of Us
3. Digital.gov Benefits of Accessible Design
4. World Health Organization Health topics: Disability
5. Nucleus Research Internet is unavailble 
6. Nielsen Norman Group. “The Importance of Accessibility in Web Design.”
7. Smashing Magazine. “Web Accessibility: A Guide to Getting Started.”
8. World Wide Web Consortium (W3C). “Web Content Accessibility Guidelines (WCAG).”
9. U.S. Department of Justice. “Americans with Disabilities Act (ADA) Compliance.”
10. European Union. “Web Accessibility Directive.”
11. Accessible Canada. “Accessible Canada Act (ACA).”
12. Australian Government. “Disability Discrimination Act (DDA).”
13. Siteimprove. “Comprehensive Accessibility Testing and Monitoring.”
14. Deque Systems. “Axe Accessibility Testing Tools.”
15. TPGi. “ARC Platform for Accessibility Compliance.”