Digital Accessibility: A Business Imperative Before the EAA Deadline

Read time: 5 minutes

It's tempting to declare something 'accessible' with a quick fix, like a company claiming customer-centricity without truly understanding its audience. But the market, like a user facing a poorly designed digital interface, isn't fooled by superficial gestures. They experience the friction, the exclusion, and they make choices accordingly.

Real inclusion and accessibility are more than compliance; it's about building a digital world where opportunity isn't limited by ability. As the European Accessibility Act deadline approaches, organisations must move beyond checkbox compliance to embrace inclusive design as a business strategy.

The Invisible Barriers of Digital Exclusion

And what about yesterday's accessibility? If your past digital efforts didn't genuinely welcome everyone, acknowledging that is the first step. It's akin to a brand that launched a product without considering diverse needs; trust is earned by facing the reality, learning, and adapting.

Real-World Impact of Inaccessible Design

Take Sarah's story: a powerful testament to what happens when accessibility is an afterthought. During one Christmas season, she discovered her entire savings had been cleared out because she couldn't independently use her bank's digital services. Her "friend" who managed her digital banking had betrayed her trust, leaving her without money for presents, food, or rent.

This isn't just a technical failure. It's a profound breach of human dignity.

Consider the stark reality: according to the Ipsos Inequalities 2023 global survey of 33 countries, people with physical disabilities were identified as the most discriminated against group, with those with mental health conditions ranking third at 25%. The World Health Organisation reveals over 1 billion people worldwide live with a disability, representing a significant market segment often overlooked by many digital services.

Imagine navigating an app with your eyes closed. You'll struggle where buttons aren't labelled, find issues selecting things, and discover that general navigation becomes impossible. This is the daily reality for many users when digital accessibility isn't prioritised in user-centered design.

European Accessibility Act: A Strategic Opportunity

The European Accessibility Act (EAA), coming into effect on 28 June 2025, is a landmark legislation that aims to transform this landscape. It's not just about ticking compliance boxes; it's about harmonising accessibility requirements across digital products and services.

This legislation requires businesses to make their products and services accessible to people living with disabilities. For digital products, this means implementing accessible design principles across websites, mobile applications, e-commerce platforms, and digital services. Organisations now have a clear deadline to ensure their digital experiences are inclusive or face potential legal and financial consequences, and their brand reputation called into question.

Case Study: How Callsign and 383 Built Inclusive Digital Authentication

Challenge:

We saw this strategic approach with Callsign. They faced a significant challenge: creating a digital authentication system that balanced security with accessibility. Traditional authentication methods created numerous barriers for users with disabilities, while simultaneously complicating the experience for all users.

As Bhavesh Vaghela, former VP of Global Product Growth at Callsign articulated:

"You add passwords, pins, memorable information, resets, journeys, blocks, stops, unlocks, super unlocks, the list goes on. Your simple journey is now a spider web of complex business logic. Then you subject that complexity to your customer."

Approach:

Callsign partnered with 383 to completely reimagine accessible authentication. They weren't just checking boxes to meet regulatory requirements; they were building a digital experience where everyone could thrive, understanding that this wasn't just ethical, it was smart business.

Their comprehensive approach included:

• A thorough accessibility audit conducted with RNIB to identify barriers
• Developing 250 components with inclusivity at their core
• Designing over 350 screens that speak to diverse user needs
• Creating a user experience that's both secure and intuitive

Our approach at 383 was to meticulously unravel that 'spider web' through service design mapping, creating intuitive, secure, and accessible experiences that build trust, enhance user satisfaction, and ultimately drive conversions.

"383's expertise across multiple domains shines through especially in detailed product design discussions," Bhavesh Vaghela.

Results:

The impact of this inclusive design approach was measurable and significant. By driving standards in interaction design - removing pop-ups and making the experience accessible - Callsign increased the success of a credit card application's onboarding journey by 12.6%. The net result? An increase in business of over 3 million pounds per year.

Callsign and 383 didn't just update the application; we built a future-proof foundation of accessibility through customer journey mapping, ensuring that everyone has an equal opportunity to engage and benefit from their services.

The 3M Framework for Implementing Digital Accessibility

Implementing accessibility isn't always smooth. Bhavesh's approach? The 3M Framework – Motivation, Mindset, and Method.

• Motivation: Find your Sarah: a personal connection that drives commitment. 
• Mindset: Broaden perspectives to consider users beyond yourself. 
• Method: Practical, incremental implementation with continuous learning.

Accessibility as the New Standard

The internet was a groundbreaking innovation because it connected the world. Accessibility, implemented strategically and thoughtfully, is a crucial step, ensuring that everyone can benefit from that connection.

It's not just a feature; it's the foundation of a truly useful, truly valuable digital experience, and it's a foundation that 383 can help you build, leading to sustainable growth, stronger customer relationships, and a significant competitive edge in an increasingly inclusive digital landscape.

By investing in accessibility, you're investing in the future of your business and the future of a more inclusive and equitable digital world.

Frequently Asked Questions About Digital Accessibility

Q: How much time do businesses have to comply with the European Accessibility Act?
A: The European Accessibility Act comes into effect on 28 June 2025. Businesses who trade with and within the EU should begin their accessibility journey now to ensure compliance before the deadline.

Q: Is digital accessibility only relevant for companies operating in Europe?
A: No. While the EAA specifically affects European businesses, digital accessibility is becoming a global standard with similar legislation existing or emerging in many countries. Beyond compliance, accessibility opens your products to a wider market.

Q: What's the first step in making our digital products more accessible?
A: Start with an accessibility audit to understand where your current digital products stand. This will help identify priority areas and create a roadmap for improvement.

Ready to make your digital products EAA-compliant and business-driving? Find out how 383 can help your accessibility needs by getting in touch using the button below.