Most people recognize that the World Wide Web has made it easier to manage everyday tasks, such as banking, shopping, even making travel arrangements. What many of us don’t often realize is that the way we experience websites – such as the colors, flashy photos, and links – is not the same for everyone, especially for those living with disabilities.
Individuals with visual, hearing, motor impairments, and other challenges have very unique needs when it comes to navigating websites. Many rely on assistive technologies, such as screen readers and adaptive devices. Unfortunately these devices many not reflect some aspects of website design and content, such as photos and text treatments. For those who need to locate and use accurate information to make financial decisions or purchase products or services online, this puts them at a distinct disadvantage; the equivalent of an individual in a wheelchair attempting to access a store without handicap access.
As part of the Americans with Disabilities Act (ADA), the Justice Department created a set of Web Accessibility Guidelines (WCAG) to ensure content be made more accessible to those with disabilities.
In 2018, Avidia Bank took a proactive role to not only to meet the new guidelines, but also to uncover new ways to make financial life easier for those living with disabilities. “We dedicated significant resources to improve the accessibility and readability of our website, Avidiabank.com. As part of our efforts, we recruited individuals with a range of disabilities to participate in focus groups to share their opinions about their online challenges and how banks can provide a more inclusive online experience. We also conducted one-on-one usability interviews, which allowed us to observe how individuals navigate our website and gather their feedback,” said Sonia Mahnot, Digital Marketing Manager.
As a result of these inputs, Avidia made a number of changes, including creating more descriptive links, using consistent headers on pages, and providing text descriptions on images not detected by screen readers. We also made sure all our forms are properly labeled. “Our work is just beginning. ADA compliance is always evolving, and we have a responsibility to stay educated on the latest ADA WCAG requirements. In 2019, we’ll continue to look for ways to enhance the user experience and make our website more accessible to all,” said Jessica Bonetti, AVP, Creative & Branding Manager.
This feature is a part of a the MBG’s Inclusion & Diversity Success Story Series with the goal to share best practices, recruitment strategies, and event & program ideas that members can bring home to their breweries. Does your brewery or business have a story that they’d like to share? The MBG’s Diversity Committee wants to hear it! Reach out to MBG Executive Director Katie Stinchon at katie@massbrewersguild.org for more information.
