Changing the Priority Framework

In my previous post, I introduced the concept of The Severity Gap in Accessibility. This gap occurs when businesses make different investment decisions around resolving blocking defects for different segments of customers. As I said in that article, assessment of severity is generally a combination of two elements: impact (how bad customers believe the issue to be) and priority (how important it is to resolve). Impact can typically be assessed objectively, but priority is a more subjective assessment based on who the business believes to be their most valuable customers. One of the reasons the severity gap in accessibility exists is because people with disabilities are often left out of the prioritization framework businesses use to make decisions. Today I’d like to explore how a more comprehensive understanding of people with disabilities can change the prioritization framework and begin to close the severity gap.

“We don’t have any customers with disabilities. If we did we would have heard about this from them by now. We’ll wait until we do [have customers with disabilities] to work on this.”

“We just don’t have the time to invest in something that only benefits a small percentage of our customers. It’s not as important as [insert any feature here]. We’ll look at it later.”

“We know it [making it accessible] is the right thing to do, but it’s a lot of extra work and we don’t know how to do it. Investing in all that training just to fix bugs just isn’t viable right now. We need to focus on innovation first.”

In more than 12 years working in accessibility, I’ve had many conversations with product and business leaders about investing in accessibility. I’ve heard a lot of responses to this topic. But the three above are the most common. In my opinion, these statements clearly reflect the lack of awareness many leaders have about the 15% of people in the world with disabilities who are very likely to be using, or attempting to use, their products. If business leaders are not aware of the existence or value of these customers, they cannot possibly include them in the framework they use to assess priority and the severity gap will only continue to grow.

#accessibility #inclusion #disability

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