E-Commerce Accessibility Research
Inclusive Shopping Experience for All Users
Company
Major E-Commerce Platform
Location
Remote
Duration
6 months
Role
Lead UX Researcher
Overview
Conducted comprehensive accessibility audit and user research with disabled users to identify barriers and implement WCAG 2.1 AA compliance improvements, resulting in 40% accessibility improvement and 25% increase in user satisfaction.
Challenge
E-commerce platform had accessibility issues preventing users with disabilities from completing purchases. The company lacked understanding of specific barriers and their impact on user experience and business metrics.
Solution
Implemented comprehensive WCAG 2.1 AA compliance framework including: improved color contrast ratios, proper semantic HTML structure, keyboard navigation optimization, screen reader testing protocols, and accessible form design patterns.
Research Phase
Accessibility Audit & User Testing
Duration: 3 months | Participants: 30
Research Methods
Key Findings
Navigation Barriers
Navigation complexity was primary barrier for users with visual impairments (35% of issues)
Impact: Simplified navigation structure and improved screen reader support
Color Contrast
Color contrast problems affected 40% of interactive elements
Impact: Implemented WCAG AAA contrast ratios across all interactive elements
Keyboard Navigation
Mobile keyboard navigation was completely broken for screen reader users
Impact: Rebuilt keyboard navigation system with proper focus management
Form Accessibility
Form labels and error messages lacked proper semantic structure
Impact: Restructured all forms with proper ARIA labels and error handling
User Personas
Understanding the diverse needs and motivations of key user segments
Michael Torres
Screen Reader User
Visually Impaired Shopper
BACKGROUND
Blind from birth, experienced screen reader user, shops online regularly
GOALS
- •Shop independently without assistance
- •Find products quickly and efficiently
- •Complete purchases without errors
PAIN POINTS
- •Unclear navigation structure
- •Missing alt text on product images
- •Broken keyboard navigation
- •Confusing error messages
"I want to shop like everyone else, without needing help or workarounds"
Lisa Chen
Motor Impairment User
Accessibility Advocate
BACKGROUND
Uses keyboard and voice control only, has cerebral palsy
GOALS
- •Navigate using keyboard only
- •Complete transactions efficiently
- •Avoid repetitive interactions
PAIN POINTS
- •Mouse-only interactions
- •Tiny click targets
- •Keyboard traps
- •No voice control support
"Accessibility isn't a feature, it's a right"
David Johnson
Dyslexic Reader
Regular Shopper
BACKGROUND
Dyslexic, uses text-to-speech and dyslexia-friendly fonts
GOALS
- •Read product information clearly
- •Use text-to-speech effectively
- •Reduce cognitive load
PAIN POINTS
- •Complex language and jargon
- •Poor text formatting
- •Insufficient spacing
- •Distracting animations
"Clear, simple design helps me shop faster and with less stress"
Implementation Approach
Audit & Assessment
4 weeks
- Automated accessibility scanning
- Manual accessibility audit
- User testing with disabled users
- Priority issue identification
Remediation & Development
8 weeks
- Fix critical accessibility issues
- Implement semantic HTML
- Improve keyboard navigation
- Add ARIA labels and descriptions
Testing & Validation
4 weeks
- Re-test with disabled users
- Automated compliance verification
- Performance optimization
- Documentation and training
Outcomes & Results
Transformed platform accessibility, enabling users with disabilities to shop independently and increasing overall user satisfaction and conversion rates.
WCAG 2.1 AA
Accessibility Compliance
100% compliance achieved
+25%
User Satisfaction Increase
Among disabled users
+18%
Conversion Rate Improvement
Overall platform conversion
-40%
Support Tickets Reduction
Accessibility-related tickets
+12%
Page Load Speed
Improved through optimization
Research Visualizations
Key Learnings
Accessibility Benefits Everyone
Accessibility is not a feature—it's a fundamental requirement that benefits all users. Improved navigation, clear language, and keyboard support help everyone.
User Research Essential
User research with disabled users reveals barriers that automated testing cannot detect. Real user testing is invaluable for identifying issues.
Business Impact
Accessibility improvements correlate with better UX for all users and improved business metrics like conversion rates and customer satisfaction.