Design an equivalent experience for your entire audience from the outset of a project. Planning is many times cheaper than adapting or retrofitting.

Your core proposition is just as valuable to your whole audience, regardless of whether they have an impairment

Equivalent experience?

This simply means that the core proposition is available to and enjoyable by everyone.

Your core proposition is anything that gives enough value that it would damage the experience if removed.

Designing an equivalent experience

Plan implement test

Start at the very beginning of a project by planning for each of the four types of disability, what barriers they may face when using your product, and what can be done to avoid these barriers.

Consult the usability and accessibility team about anything that isn't straightfoward.

Accessible design means multiple means to convey information, as a single means will be inaccessible to large numbers of people.

Examples include providing sufficient contrast difference as well as colour, supporting keyboard access as well as mouse, or ensuring that good alt tags are always present as well as images.

The techniques for doing this are generally quick and straightforward, and MUST all be followed.


Sometimes the nature of a proposition means that it can't be made accessible to all of our audience.

These instances are rare and have legal implications, so an exemption from a specific standard, technique or demographic must be personally approved by the head of UX&D.

Any exemptions must be submitted as early as possible in a project as if it isn't approved the resulting redesigning and recoding will be expensive and time consuming.

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