Making E-commerce Accessible: A Case Study

Challenge

GlobalShop, a major e-commerce platform, faced significant accessibility barriers that prevented users with disabilities from completing purchases. The platform had conversion rates 40% lower for users with disabilities compared to the general population.

Issues Identified

• Missing alt text on product images
• Inadequate color contrast ratios
• Complex navigation requiring mouse interaction
• Forms without proper labeling
• Lack of keyboard navigation support

Solution Implementation

Phase 1: Foundation (Months 1-3)

• Conducted comprehensive accessibility audit
• Established accessibility guidelines and standards
• Trained development and design teams
• Implemented automated testing in CI/CD pipeline

Phase 2: Core Features (Months 4-8)

• Added comprehensive alt text to all product images
• Improved color contrast across the platform
• Enhanced keyboard navigation throughout the site
• Implemented proper ARIA labels and landmarks
• Added screen reader support for product filtering

Phase 3: Advanced Features (Months 9-12)

• Voice search functionality for product discovery
• High contrast mode option
• Customizable text size and font options
• Alternative navigation for users with motor disabilities

Results

Business Impact

• Conversion Rate: Increased by 35% for users with disabilities
• Customer Satisfaction: Improved by 28% among accessibility users
• Legal Compliance: Achieved WCAG 2.1 AA compliance
• Market Reach: Expanded to serve 2.3 million additional customers

Technical Achievements

• Zero critical accessibility issues in automated testing
• 95%+ success rate in manual accessibility testing
• Integration of accessibility testing in development workflow
• Established accessibility center of excellence

Lessons Learned

Key Success Factors

• Executive Buy-in: Leadership commitment was crucial
• Cross-functional Teams: Involved all departments from design to marketing
• Continuous Testing: Accessibility testing became part of daily development
• User Involvement: Regular testing with users with disabilities

Challenges Overcome

• Technical complexity of existing codebase
• Resource allocation for accessibility work
• Training and skill development across teams
• Balancing accessibility with design aesthetics

Recommendations

For Other Organizations

• Start with comprehensive accessibility audit
• Establish clear accessibility standards and guidelines
• Integrate accessibility into development processes
• Invest in team training and user research
• Measure and track accessibility metrics