What is accessibility, and who is it for?
Accessibility has no single definition. It is about inclusivity in the digital world. It’s acknowledging diverse user needs, removing barriers, and delivering value for users. In simple terms, accessibility is the ease of use of digital services for all users, regardless of their abilities or circumstances.
Estimates suggest that up to 20% of the population benefits from accessible digital services – a number that is growing especially as the population ages. It’s crucial to recognise that challenges can vary greatly. Our motor, cognitive, and sensory challenges can occur simultaneously and at different levels. Thus, we cannot simply categorise users as “those who need accessibility” and “those who don’t”. We should make services approachable and adaptable to various contexts.
And as our world becomes increasingly digital, accessibility is a necessity. It enables everyone to actively participate in society and fosters a more inclusive environment for all.
Accessibility is more than a checklist
A common misconception is that accessibility is dull — merely a matter of meeting standards and something added to digital design as an afterthought. In reality, accessibility is a mindset of co-creation and empathy. The design of accessible services can be as beautiful or simple as any other design.
Simply meeting technical requirements is not enough; if a service and its content are too complex or difficult to understand, it isn’t truly accessible. Understandability is often the least prioritised aspect of accessibility, even though it benefits the widest range of users. That’s why accessibility should be viewed as more than a checklist — it requires a holistic approach that places understandability, user-centricity, and continuous testing at its core.
The Digital Services Act and new accessibility requirements
The purpose of the Digital Services Act is to promote equality by improving the availability, quality, security, and accessibility of digital services, ensuring that everyone can use them. The Act currently applies to the public sector and certain private-sector online services. Changes made last year have expanded accessibility requirements to new services and operators, with a transition period in place; new services must comply by June 28, 2025.
Under the new requirements, the following consumer services will fall under the Digital Services Act:
- Consumer e-commerce
- Passenger transport services
- Consumer banking services
- E-books
- Audiovisual content services
- Communication services
But what does it mean, in practice, for a service to meet accessibility requirements?
Firstly, the service must meet its designated accessibility standards, referencing to the Web Content Accessibility Guidelines (WCAG) 2.1 A and AA levels for web services. The Act also includes industry-specific additional requirements. For instance, the language used in banking services should meet the European B2 level, discouraging complex professional jargon. Or, in e-commerce, product accessibility information must be provided to consumers if available from the manufacturer or importer.
An accessibility statement should be easy to locate within the service, describing how accessible the specific website or mobile app is. Services currently under the transition period must have a statement available once the transition period ends. Additionally, users should have the option to provide accessibility feedback, which must be responded to within two weeks. So, it requires your organisation to have a systematic process in place to address the feedback.
Accessibility assessment from multiple perspectives
Accessibility is multifaceted and should be examined from various perspectives. While automated testing tools have improved, they can only detect a maximum of 50 % of the existing issues. Even so, it is worthwhile to include automatic tools in a comprehensive accessibility evaluation.
Evaluation from a technical perspective is important, but technically compliant doesn’t necessarily mean usable. The evaluation must also account for user experience. Usability should be assessed from the perspective of users who rely on accessibility features. Accessible services should be easy to use, regardless of the device or assistive technology in use.
Usability testing, where services are tested with real users, can provide valuable insights into how usable services are in specific use cases and what challenges users may encounter. User testing can complement other evaluation methods, providing a deeper understanding of specific types of user challenges.
No evaluation should rely on a single perspective or method. Maximum benefit is achieved by combining different assessment approaches.
The assessment report includes prioritised accessibility findings. It is crucial that these findings lead to concrete improvements in product development, ensuring the report is clear to both product owners and the development team. The summary of the findings includes a broad overview, highlighting areas to focus on and types of issues.
The accessibility statement informs users about the accessibility status of the service. The statement must be located on every site that has to comply with accessibility requirements. The statement should be a living document, updated as the service evolves to reflect the current accessibility status.
To integrate accessibility into daily operations, accessibility must be monitored throughout the development process. Every member of the development team can evaluate product accessibility within their role and daily tasks. Accessibility should be an embedded criterion and part of continuous testing. Tracking progress with metrics, supported by regular assessment, is a useful tool for ongoing improvement.
The greatest business benefits are achieved when going beyond regulatory
Since legal regulations mandate accessibility, neglecting it can lead to significant financial consequences, including legal risks such as lawsuits and fines. Hence, accessibility offers benefits in risk management at a minimum.
The greatest benefits, however, come when going beyond regulation. By investing in accessibility as more than a basic requirement, businesses can access a broader customer base (remember the 20% of the population, who may otherwise struggle to use digital services). This expansion is a direct business advantage, as it opens a valuable potential market segment.
Accessibility also improves search engine discoverability. When content is accessible, it is more likely to be indexed accurately by search engines, making it easier for potential customers to find what they need. After all, what’s the point of an excellent product or service if users can’t locate it?
The best competitive advantage usually lies in areas not directly measurable: customer satisfaction resulting from ease of use and comprehensibility. An accessible service reflects high technical and perceived quality, enriching the general user experience, and leading to customer loyalty and positive recommendations.
Finally, accessibility contributes to a company’s reputation. It shows that you care and are committed to equal opportunities and fairness, building trust with users.
So, if implemented broadly, accessibility can serve as a powerful differentiator from competitors and can bring significant returns in terms of customer satisfaction, brand loyalty, and even revenue growth.
Interested for more? Check out our webinar on accessibility in Finnish: Saavutettavuusvaatimukset laajenevat – Varmista verkkopalvelusi lainmukaisuus
