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.
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.
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.
The Real-World Impact
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.
European Accessibility Act: A Turning Point
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.
A Strategic Partnership: Callsign and 383
We saw this with Callsign. 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 approach was nothing short of revolutionary:
A comprehensive accessibility audit with RNIB 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
"383's expertise across multiple domains shines through especially in detailed product design discussions," Bhavesh Vaghela, former VP of Global Product Growth at Callsign
The Complex Web of Digital Authentication
Just like you intuitively know when a product is thoughtfully designed, users intuitively know when a digital experience is truly designed for them. As Bhavesh articulated the common pitfalls:
"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."
Our approach at 383 was and is to meticulously unravel that 'spider web', creating intuitive, secure, and accessible experiences that build trust, enhance user satisfaction, and ultimately drive conversions.
A Tangible Example of Impact
Bhavesh shared a remarkable insight from his own experience. By driving standards in interaction design - removing pop-ups and making the experience accessible - he 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.
Beyond Technology: A Human-Centred Approach
Think about those old, cumbersome desktop applications. Seemed like a good idea at the time, but now they're a barrier to productivity and innovation. We're surrounded by digital designs that, while perhaps functional for some, are a relic of a less inclusive era, hindering access and alienating potential customers.
Callsign and 383 didn't just update the application; we built a future-proof foundation of accessibility, ensuring that everyone has an equal opportunity to engage and benefit from their services.
The Business Imperative
This isn't just about doing the right thing; it's about smart business. It's about recognising that true innovation lies in inclusion, opening up new markets, strengthening your brand reputation, and future-proofing your business against evolving regulations and customer expectations.
Breaking Down Resistance
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 the next 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.
Find out how 383 can help your accessibility needs by getting in touch using the button below.
