ANAL YZING T HE E F F E CT IVE NE SS OF WE B ACCE - - PowerPoint PPT Presentation
ANAL YZING T HE E F F E CT IVE NE SS OF WE B ACCE SSIBIL IT Y IN PRIVAT E SE CT OR WE BSIT E S F e b rua ry 2018 He a the r Gia mo na BIOGRAPHY E duc a tio n o Ba c he lo r o f Sc ie nc e , o Asso c ia te o f Sc ie
He a the r Gia mo na F e b rua ry 2018
Re se a rc h Ob je c tive s:
I. Disc uss the ne e d fo r a c c e ssib le we b c o nte nt a nd the b e ne fits it c a n pro vide , inc luding its impo rta nc e fo r so c ia l, te c hnic a l, fina nc ia l, a nd le g a l fa c to rs. I I . Ac c e ss the po ssib le re la tio nship b e twe e n SE O a nd we b site s with we b a c c e ssib le c o nte nt. I I I . Addre ss the re la tio nship b e twe e n we b a c c e ssib ility a nd g e ne ra l usa b ility, a nd ho w usa b ility de sig n c a n b e ha ndle d with a c c e ssib ility in mind. I V. De te rmine , thro ug h te sting , ho w sa tisfie d use rs a re with the c urre nt we b a c c e ssib ility o f the Sa m’ s Club we b site . V. E va lua te if we b a c c e ssib ility a ffe c ts use rs’ o ve ra ll e xpe rie nc e a nd e a se
his study wa s limite d to the priva te se c to r c o mpa ny Sa m’ s Club a nd the use rs’ e xpe rie nc e . T his c o mpa ny wa s c ho se n b a se d o n the fa c t it is a we ll-kno wn c ha in with a wide a udie nc e . Ac c e ssib ility a nd usa b ility te sts we re c o nduc te d o n this we b site to de te rmine ho w we ll e q uippe d it is fo r use rs with visua l, a udito ry, physic a l, a nd c o g nitive disa b ilitie s.
his surve y wa s o nly b a se d o n the use r e xpe rie nc e o f this c o mpa ny’ s we b site , b ut ma y b e use d a s a so unding b o a rd fo r wide spre a d a c c e ssib ility issue s tha t c o uld b e te ste d a c ro ss the priva te se c to r pla tfo rm.
DEFINITIONS
Ac c e ssibility: Re fe rs to the me a ning “whe re b y
pe o ple with disa b ilitie s c a n use the I nte rne t to pe rc e ive , unde rsta nd, a nd se a rc h info rma tio n” (Oh & Che n, 2014).
Ac c e ssibility T e sting : De te rmining the a c c e ssib le
c o mpo ne nts o f a we b site using “a la rg e numb e r
ha tc he r, 2006).
Assistive T e c hnolog y: T
e c hno lo g y use d to pro vide a c c e ssib le c o nte nt to the disa b le d, suc h a s “sc re e n re a de rs fo r the visua lly‐impa ire d o r a lte rna tive ke yb o a rds fo r use rs with re duc e d mo b ility” (Mo re no & Ma rtine z, 2013).
CSS (Ca sc a ding Style She e ts): De fine d a s a “style
she e t la ng ua g e tha t a llo ws a utho rs a nd use rs to a tta c h style s to struc ture d do c ume nts” (Rutte r, 2006).
Priva te Se c tor: A c o mpa ny tha t a re "pa rt o f a n
e c o no my whic h is no t c o ntro lle d o r o wne d b y the g o ve rnme nt" (Me rriam-We b ste r's c o lle g iate dic tio nary, 2018).
Usa bility: “T
he de g re e to whic h a “we b site is simple to use a a nd a “g o o d fit” fo r the use rs (“Usa b ility b o dy o f kno wle dg e ,” n.d.).
Use r e xpe rie nc e : “Use r e xpe rie nc e de sig n a s a
disc ipline is c o nc e rne d with a ll the e le me nts tha t to g e the r ma ke up tha t inte rfa c e , inc luding la yo ut, visua l de sig n, te xt, b ra nd, so und, a nd inte ra c tio n” (“Usa b ility b o dy o f kno wle dg e ,” n.d.).
Re a da bility: “A me a sure o f the de g re e to whic h a n inte rfa c e
c a n b e e a sily a nd a c c ura te ly re a d; a n a ttrib ute o f a usa b le syste m” (“Usa b ility b o dy o f kno wle dg e ,” n.d.).
Se a rc h E ng ine Optimiza tion: T
he de sig n o f a we b site , imple me nte d with the inte ntio n o f inc re a sing a site ’ s “ra nking o n se a rc h e ng ine s,” whic h ma y inc lude "ke ywo rd a g g re g a tio n, site c o de [o ptimiza tio n], link-b uilding ...a nd so me c o nte nt mo dific a tio n to a c c o mmo da te se le c te d ke ywo rds" (“Glo ssa ry o f we b site te rms,” n.d.).
Surve y: A study to "c o lle c t da ta fo r the a na lysis o f so me
a spe c t o f a g ro up o r a re a ,” suc h a s the a na lysis o f a we b site (Me rriam-We b ste r's c o lle g iate dic tio nary, 2018).
T e sting : “T
he pro c e ss o f va lida ting whe the r a syste m me e ts pre -spe c ifie d usa b ility o b je c tive s” (“Usa b ility b o dy o f kno wle dg e ,” n.d.).
We b Conte nt: T
he ma in c o nte nt o f the we b site de ve lo pe d to c re a te a n “e ffe c tive we b site ,” suc h a s the “pho to g ra phs, g ra phic s, a nd te xt” (“Glo ssa ry o f we b site te rms,” n.d.).
We b Conte nt Ac c e ssibility Guide line s (WCAG): T
he we b a c c e ssib ility g uide line s fo r pro viding upda te d a c c e ssib ility to a we b site ("We b Co nte nt Ac c e ssib ility Guide line s (WCAG) 2.1," 2018).
Corpora te Soc ia l Re sponsibility (CSR): Pro viding inte ra c tive
a nd so c ia lly inc lusive we b c o nte nt (Oh & Che n, 2014).
L ike rt sc a le : A “ra ting syste m, use d in q ue stio nna ire s, tha t is
de sig ne d to me a sure pe o ple ’ s a ttitude s, o pinio ns, o r pe rc e ptio ns" (Ja mie so n, 2013).
SIGNIFICANCE OF ACCESSIBLE CONTENT
T
he dig ita l divide b e twe e n we b a nd a c c e ssib le c o nte nt is “wide ning a nd se rio usly ne g le c te d” (Oh & Che n, 2014).
Appro xima te ly 1 b illio n pe o ple wo rldwide ha ve so me fo rm o f a
disa b ility, 12 millio n o f whic h a re visua lly impa ire d (Oh & Che n, 2014).
Ac c o rding to the I
nte rna tio na l Jo urna l o f Huma n-Co mpute r Studie s, we b site s c re a te d witho ut we b a c c e ssib ility "e xc lude a sig nific a nt se g me nt o f the po pula tio n" (Azipurua , Ha rpe r, & Vig o , 2016).
We b a c c e ssib ility “c a n he lp re duc e the dig ita l divide b e twe e n
pe rso ns with disa b ilitie s a nd the we b ” b e c a use it pro vide s simple r a c c e ss to info rma tio n tha t the y wo uld o the rwise no t b e a b le to vie w (Oh & Che n, 2014).
SIGNIFICANCE OF ACCESSIBLE CONTENT (CONT.)
Ab le -b o die d pe o ple ma y re q uire a c c e ssib ility c o mpo ne nts unde r
c e rta in c irc umsta nc e s, suc h a s pe o ple with “lo w e duc a tio na l le ve ls, no n-na tive spe a ke rs, [o r] pe o ple using lo w-spe e d I nte rne t” (Oh & Che n, 2014).
E
xc luding a c c e ssib le c o nte nt fro m a we b site c o uld le a d to le g a l issue s fo r o ffe ring po o r a c c e ssib ility to the disa b le d, a s the se type s
a rg e t Co rpo ra tio n, Ne tflix a nd Disne y (Oh & Che n, 2014; He nsle y, 2015).
Pro viding a c c e ssib le c o nte nt sho ws c o rpo ra tio ns inc lusivity a nd
c o rpo ra te so c ia l re spo nsib ility (CSR), while pro viding ina c c e ssib le c o nte nt ma y hurt the firm’ s re puta tio n a s the y se e m le ss inc lusive
Ove ra ll, c o mpa nie s tha t do no t c o nside r the ir disa b le d use r b a se
in we b inte rfa c e de sig n a re a lie na ting a la rg e g ro up tha t ma y use o the r c o mpa nie s tha t pro vide b e tte r suppo rt fo r the ir disa b ilitie s.
ACCESSIBILITY AND USABILITY SIMILARITIES
nfo rma tio n T e c hno lo g y Jo urna l fo und tha t the ma jo rity o f use rs b e lie ve tha t “a c c e ssib ility a nd usa b ility a re hig hly re la te d” (Bra njnik, Vig o , a nd Ha rpe r, 2013).
disa b le d, b e c a use it dire c tly c o rre la te s with a n e ffe c tive use r e xpe rie nc e (Bra njnik, Vig o , a nd Ha rpe r, 2013).
A study b y the I
nte rna tio na l Jo urna l o f Huma n-Co mpute r Studie s fo und tha t the re wa s a stro ng c o rre la tio n b e twe e n a po sitive use r e xpe rie nc e a nd “pe rc e ive d we b a c c e ssib ility,” (Aizpurua , Ha rpe r, & Vig o , 2016).
ACCESSIBILITY AND SEO
pro vide SE O b e ne fits fo r c o mpa nie s.
We b site s with supe rio r a c c e ssib ility
me a sure s ha d a hig he r “re le va nc e ra nking ” in se a rc h e ng ine s (Mo re no & Ma rtine z, 2013).
I
n summa ry, c o mpa nie s c a n inc re a se the ir SE O ra nking b y inc o rpo ra ting we b a c c e ssib ility me a sure s into the ir we b site s.
ma g e c a ptio ning
ma g e a lt a ttrib ute s
itle ta g s
ink a nc ho r te xt
c o nte nts, a nd/ o r b re a dc rumb s
te xt
ML
SAMPLING PROCESS
his pro je c t e va lua te d the we b a c c e ssib ility o f the Sa m’ s Club Co mpa ny using ra ndo m sa mpling .
he c rite ria wa s b a se d o n a se le c tio n o f c rite rio n fro m the We b Co nte nt Ac c e ssib ility Guide line s (WCAG).
e sting g uide line s we re use d to e stima te if the te ste d we b site is pro viding the ne c e ssa ry fe a ture s fo r inc lusive func tio na lity ("We b Co nte nt Ac c e ssib ility Guide line s (WCAG) 2.1," 2018).
SAMPLING PROCESS (CONT.)
Guide line 1: T e xt Alte r native s
to the use r ha s a te xt a lte rna tive tha t se rve s the e q uiva le nt purpo se .
nput ha ve a na me tha t de sc rib e s its purpo se inste a d.
Guide line 2: Adaptability
diffe re nt wa ys witho ut lo sing info rma tio n o r struc ture .
xa mple : a simple la yo ut tha t is e a sy to na vig a te .
Guide line 3: Distinguishable
he a r c o nte nt inc luding se pa ra ting fo re g ro und fro m b a c kg ro und.
Guide line 4: Ke ybo ar d Ac c e ssible
thro ug h a ke yb o a rd inte rfa c e .
ite ms in a lo g ic a l o rd e r.
Guide line 5: Appr
iate Co nte nt Styling
purpo se .
the c o nte nt.
Guide line 6: Appr
iate L inking
he purpo se o f e a c h link c a n b e d e te rmine d fro m the link te xt a lo ne .
Guide line 7: Re adable
he d e fa ult huma n la ng ua g e o f e a c h We b pa g e c a n b e pro g ra mma tic a lly d e te rmine d .
e xpa nd e d fo rm o r me a ning o f a b b re via tio ns is a va ila b le .
SURVEY TECHNIQUE
he L ike rt sc a le wa s utilize d fo r the surve y to de te rmine use r e xpe rie nc e . T he L ike rt sc a le is a use ful sc a ling te c hniq ue b e c a use it a llo ws
the we b site fulfills e a c h c rite rio n. A to ta l o f 10 use rs
se le c te d to te st the site a nd judg e its a c c e ssib ility; a ll te ste rs we re pro vide d sc re e n re a de r so ftwa re fo r simula tio n purpo se s. T
he re sults we re use d to de te rmine the we b site ’ s fulfillme nt o f multiple a re a s o f we b a c c e ssib ility. E a c h WCAG g uide line c rite rio n inc lude d wa s a djuste d into a L ike rt sc a le surve y fo rma t a nd use d to judg e the we b site ’ s a c c e ssib ility func tio na lity fro m use rs’ pe rspe c tive . I n a dditio n, a se pa ra te we b site re vie w will b e use d to c o nduc t a WCAG a c c e ssib ility g uide line c he c klist to de te rmine the e xa c t we b a c c e ssib ility c o mpo ne nts tha t the we b site e xc e ls a nd fa ils in.
DATA COLLECTION T he use r e xpe rie nc e surve y da ta wa s c o lle c te d a nd re pre se nte d in g ra phic a l da ta to sho w the ma jo rity o f the use rs’ pe rspe c tive
func tio na lity. T he g ra phic a l use r da ta wa s re vie we d to de te rmine wha t we b a c c e ssib ility a re a s Sa m’ s Club pe rfo rms b e st a nd wo rst, a nd this use r da ta wa s the n c o mpa re d to the c he c klist da ta to g a in a c o mple te re po rt o f Sa m Club ’ s we b a c c e ssib ility func tio na lity.
T e st we bsite : Sam’s Club:
WEB ACCESSIBILITY RESULTS
Que stio n 1: T e st use r s age r ange
A va rie d a g e g ro up wa s c ho se n fo r te sting . T he te st use rs fo r this surve y inc lude d a n e q ua l ma jo rity o f 25-36 a nd 49-60 ye a r
inc lude d 61-70 ye a r o lds a t 20 pe rc e nt, a nd the la st two a g e c a te g o rie s o f 18-24 a nd o ve r 70 we re b o th 10 pe rc e nt.
WEB ACCESSIBILITY RESULTS (CONT.)
Che c klist E valuatio n: 2 a re a s o f
missing a lte rna tive ima g e te xt, whic h me a ns tha t a sc re e n re a de r wo uld no t b e a b le to re a d the te xt fo r the visua lly impa ire d.
Che c klist E valuatio n: T
he we b site ha d a se pa ra te m.sa msc lub .c o m mo b ile we b site , b ut re sizing o n the de skto p wa s mo re diffic ult a s ima g e s did no t a de q ua te ly re size a nd a side sc ro ll b a r de ve lo pe d inste a d. T his wa s po ssib ly the re a so n fo r the va rie d use r re spo nse s.
Que stion 02: Do e s the site ha ve a ppro pria te a lte rna tive te xt? Que stion 03: Wa s the la yo ut e a sy to na vig a te (re spo nsive )?
WEB ACCESSIBILITY RESULTS (CONT.)
Che c klist E valuatio n: Multiple
se c tio ns ha d a n o ff white b a c kg ro und with g re y te xt a nd a n o ra ng e b a c kg ro und with white te xt, whic h c re a te s po o r c o ntra st. I ndividua ls with visua l impa irme nt c o uld ha ve issue s vie wing the c o nte nt.
Che c klist E valuatio n: T
he we b site fulfills this g uide line .
Que stion 04: E
ffe c tive use o f c o lo r a nd c o ntra st?
Que stion 05: Ad e q ua te te xt a nd se c tio n spa c ing ?
WEB ACCESSIBILITY RESULTS (CONT.)
Che c klist E valuatio n: Atte mpting
to na vig a te the we b site so le ly thro ug h the ke yb o a rd wa s unsuc c e ssful. T he ma in c o nte nt
ho we ve r, the ma in na vig a tio na l sub c a te g o rie s a re skippe d.
Che c klist E valuatio n: T
he se c tio ns ha d a ppro pria te he a ding s, e xc luding o ne missing he a ding , b ut the c lutte re d la yo ut a nd a ds pre se nte d thro ug ho ut the do c ume nt de c re a se usa b ility. I n a dditio n, se ma ntic he a ding e rro rs we re fo und.
Que stion 06: Site func tio na lity via ke yb o a rd ? Que stion 07: Are se c tio n he a d ing use d a nd a ppro pria te ?
WEB ACCESSIBILITY RESULTS (CONT.)
Che c klist E valuatio n: Multiple
se c tio ns c o nta ine d links with te xt, whic h no t o nly c o uld de c re a se s usa b ility fo r a ll use rs, b ut wo uld le a d to c o nfusio n fo r ke yb o a rd a nd sc re e n re a de r use rs.
Che c klist E valuatio n: Do c ume nt
la ng ua g e is no t inc lude d, whic h me a ns c o nte nt c o uld no t b e a uto ma tic a lly tra nsla te d fo r re a de rs.
Que stion 08: Purpo se o f e a c h link b e d e te rmine d fro m link te xt? Que stion 09: Is re a d a b ility e ffe c tive (la ng ua g e c ho se n b y use rs)?
WEB ACCESSIBILITY RESULTS (CONT.)
F inal E valuation of Re sults: T
he
we re lo w. T he Sa m’ s Club we b site ha d sig nific a nt a c c e ssib ility issue s re la te d to the g uide line s o f ke yb o a rd a c c e ssib ility, disting uisha b ility: c o lo r c o ntra st, re a da b ility: la ng ua g e o ptio ns, a nd a ppro pria te linking , a nd ha d mild issue s with a lte rna tive te xt, c o nte nt styling a nd la yo ut.
Que stion 10: Ove ra ll, ho w wo uld yo u ra te the site ’ s e a se o f use ? Que stion 11: Ove ra ll, ho w wo uld yo u ra te the a c c e ssib ility…?
SUMMARY T
impo rta nt a spe c t o f we b de ve lo pme nt tha t is ne e de d to pro vide stro ng we b site usa b ility fo r a ll use rs. Busine sse s ne e d to e nsure we b a c c e ssib ility g uide line s a re a ddre sse d in the ir c o mpa ny’ s we b de ve lo pme nt, a s the y c o uld pro vide the ir se rvic e s to a wide r use r b a se a nd e nsure no pa rt o f the po pula tio n is e xc lude d.
Using the priva te se c to r c o mpa ny Sa m’ s Club , the e va lua tio n o f
a ll we b fe a ture s wa s c o nduc te d to a sse ss ho w a sa mple c o mpa ny ma y ha ndle the issue o f a c c e ssib ility, a nd the te sting ha s sho wn the re a re nume ro us WCAG g uide line s a re a s this c o mpa ny c o uld impro ve upo n.
THE CONCLUSIONS
Re late d r e se ar c h and sur ve y data r e sults have le d to the following c onc lusions: Ac c e ssib le we b he lps the disa b le d inte ra c t with the dig ita l wo rd, a nd its c o rre la tio n with usa b ility, a nd SE O ma ke s it a b e ne fic ia l inc isio n. E xc luding we b a c c e ssib ility pre ve nts a ke y use r b a se fro m a c c e ssing a c o mpa ny’ s we b site , a nd ma y re sult in la wsuits fo r the c o mpa ny. T
a nd a c c e ssib ility a re re q uire d.
T
he da ta te st re sults sho w tha t use rs’ o ve ra ll o pinio n o f a we b site a nd its e a se o f use c a n de c re a se whe n sig nific a nt we b a c c e ssib ility g uide line s a re no t a ddre sse d in the de sig n.
Ba se d o n the re sults, it c a n b e c o nc lude d tha t Sa m’ s Club ne e ds to ma ke
c ha ng e s to inc o rpo ra te mo re WCAG g uide line s, a nd te sting o f o the r priva te se c to r c o mpa nie s sho uld b e c o nduc te d.
RECOMMENDATIONS Due to the da ta de te rmine d fro m this pro je c t, I
t is re c o mme nde d tha t a dditio na l studie s b e c o nduc te d o n c o mpa nie s’ we b a c c e ssib ility to e nsure the y a re me e ting the ne c e ssa ry re q uire me nts o f we b a c c e ssib ility.
Priva te se c to r c o mpa nie s sho uld c o nside r c o nduc ting the ir o wn we b
a c c e ssib ility te sts to e nsure the ir we b site s me e t the re q uire me nts a nd ma ke the ne c e ssa ry c o rre c tio ns if the y a re la c king in c e rta in a re a s.
I
t is re c o mme nde d tha t a c c e ssib ility b e c o me a ke y c o mpo ne nt o f we b de sig n, just a s usa b ility a nd SE O a re ke y c o mpo ne nts fo r mo st c o mpa nie s a nd we b de sig ne rs.
xplo ring the re la tio nship b e twe e n we b a c c e ssib ility a nd use r e xpe rie nc e . I nte rnatio nal Jo urnal o f Human-Co mpute r Studie s, 91, 13-23. Re trie ve d fro m https:/ / do i-o rg .e zpro xy1.lib .a su.e du/ 10.1108/ OI R- 04-2012-0063
de ve lo pme nt/ g lo ssa ry-o f-we b -te rms
he hig h c o st o f dig ita l disc rimina tio n: why c o mpa nie s sho uld c a re a b o ut we b a c c e ssib ility. T he
disne y-ta rg e t-we b -a c c e ssib ility-do j
ike rt sc a le in E nc yc lo pe dia Britannic a. Re trie ve d fro m https:/ / www.b rita nnic a .c o m/ to pic / L ike rt-Sc a le
ippa y, L , (2016). Wha t Yo u Sho uld K no w Ab o ut Ac c e ssib ility. Re trie ve d fro m https:/ / mo z.c o m/ b lo g / a c c e ssib ility-se o -1
. & Ma rtine z, P., (2013). Ove rla pping fa c to rs in se a rc h e ng ine o ptimiza tio n a nd we b a c c e ssib ility,” Online I nfo rmatio n Re vie w, 3(4), 564-580. Re trie ve d fro m https:/ / do i-o rg .e zpro xy1.lib .a su.e du/ 10.1108/ OI R-04-2012-0063
. & Che n, J. (2014, 10 Jul). De te rmina nts o f e mplo ye e s’ inte ntio n to e xe rt pre ssure o n firms to e ng a g e in we b a c c e ssib ility. Be havio ur& I nfo rmatio n T e c hno lo g y, 34(2), 108-118. Re trie ve d fro m http:/ / www.ta ndfo nline .c o m.e zpro xy1.lib .a su.e du/ do i/ a b s/ 10.1080/ 0144929X.2014.936040
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He a the r Gia mo na F e b rua ry 2018