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How do you track accessibility metrics?

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Usability testing is a crucial process to ensure that your website or app is easy to use, efficient, and satisfying for your users. But usability testing is not only about functionality and aesthetics, it's also about accessibility. Accessibility means that your digital product is designed and developed in a way that allows people with different abilities and preferences to access and interact with it. Accessibility is not only a legal requirement, but also a moral and business responsibility. In this article, we will explore how you can track accessibility metrics to measure and improve your usability testing for accessibility.

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1 What are accessibility metrics?

Accessibility metrics are quantitative or qualitative indicators that help you evaluate how well your website or app meets the accessibility standards and guidelines, such as the Web Content Accessibility Guidelines (WCAG) or the Mobile Accessibility Checklist. These metrics can be derived from automated tools, user feedback, expert reviews, or user testing. For instance, automated tools such as the WAVE Web Accessibility Evaluation Tool or the axe DevTools can detect the number and severity of accessibility errors. Additionally, the percentage of pages or screens that pass or fail WCAG success criteria can be assessed. Furthermore, satisfaction, confidence, and ease of use ratings given by users with different abilities and preferences (e.g. screen reader users, keyboard-only users, users with low vision) should be taken into account. Moreover, completion rate, time, and errors of tasks performed by disabled users should also be measured.

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Nandita Gupta, CPACC

Senior Product Manager, Accessibility | Featured on Forbes, Business Insider, NASDAQ | TEDx | Public speaker
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These can be also tied to completion rate and how many tasks were completed in how much time. If the time metric can be applied to barriers of access, this could be another good way to gauge accessibility metrics!

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Erin C. Kirchner-Lucas, CPACC, CSM

Senior Manager, Accessibility Center of Excellence, Consumer Sales | Microsoft
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In my experience, providing teams with an actionable metric that defines and tracks risk to revenue is very motivating - especially for organizations who sell digital products or experiences in sectors with high compliance requirements (like higher-ed).

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2 Why are accessibility metrics important?

Accessibility metrics are essential for identifying and prioritizing accessibility issues and opportunities in your website or app, as well as for monitoring and reporting the progress of your accessibility efforts. Furthermore, accessibility metrics can be used to communicate and demonstrate the value of accessibility to stakeholders, clients, and users. Additionally, you can use them to compare and benchmark your website or app against best practices and competitors in your industry or domain, as well as validate and refine your accessibility hypotheses and assumptions based on data and evidence.

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Nandita Gupta, CPACC

Senior Product Manager, Accessibility | Featured on Forbes, Business Insider, NASDAQ | TEDx | Public speaker
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It is very important to have the right data and metrics for accessibility to also advocate for accessibility work and demonstrate the impact of this work. The next time someone asks "Why should I work on this accessibility issue?" you will also have data and metrics to back this up!

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Erin C. Kirchner-Lucas, CPACC, CSM

Senior Manager, Accessibility Center of Excellence, Consumer Sales | Microsoft
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If you can determine even a few key accessibility KPIs or goals for each product that tie to the needs of the business and/or revenue goals, teams will be eliminating sales barriers while ensuring accessible outcomes for users. In addition, revenue based metrics are often very persuasive in leadership conversations.

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3 How do you collect accessibility metrics?

To effectively collect accessibility metrics, you need to use a combination of methods and tools that provide a holistic and balanced view of your website or app's accessibility. Automated tools can quickly and easily flag potential issues based on WCAG criteria, but they may generate false positives or negatives. Therefore, manual checks and user testing should be used to supplement automated tools. Additionally, user feedback can help you understand the needs and experiences of your users with different abilities and preferences. Expert reviews conducted remotely or in-person can identify and fix the accessibility issues that automated tools or user feedback may miss. Lastly, user testing can measure and improve the usability and accessibility of your website or app, as well as uncover any barriers or frustrations that your users may encounter.

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Erin C. Kirchner-Lucas, CPACC, CSM

Senior Manager, Accessibility Center of Excellence, Consumer Sales | Microsoft
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First, you should start with a baseline and a timeline - where are you now vs. where you want (or need) to be by a specific date or time. Time-box the work or tie to a roadmap with milestones and define how you will collect and track data (this is often dependent on the goal.) Second, make updating progress a part of your ROB. Don't forget to celebrate even the small wins (which often have big impact for users) to keep teams motivated - and share out those wins with leadership, and cross-team forums or presentations.

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4 How do you analyze accessibility metrics?

To analyze accessibility metrics, you should use a systematic and structured approach that helps to organize and categorize the data collected, interpret and understand the meaning of the data, synthesize and summarize key findings, and visualize and communicate the data in an effective way. There are various tools and techniques available to assist in this process, such as data analysis software (e.g. Excel, SPSS, or Tableau), qualitative data analysis software (e.g. NVivo, Atlas.ti, or Dedoose), accessibility scorecards (e.g. A11Y Project Accessibility Checklist or WebAIM Accessibility Evaluation Report), and accessibility personas (e.g. Inclusive Design Toolkit Personas or Microsoft Inclusive Design Personas). This approach can help you gain valuable insights about your website or app's accessibility performance to ensure it meets WCAG criteria or other benchmarks.

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Erin C. Kirchner-Lucas, CPACC, CSM

Senior Manager, Accessibility Center of Excellence, Consumer Sales | Microsoft
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The method of analyzing and delivering metrics will largely depend on your industry and the tools you have at your disposal - just try not to over complicate the process. Keep it simple, straightforward and understandable to the intended audience. The method is less important than demonstrating where you started, where you are, where you are going, and the progress you are making.

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5 How do you use accessibility metrics?

To use accessibility metrics, you need to apply them to inform and improve your usability testing and design decisions for accessibility. You can use them to set and track goals, prioritize and plan actions, evaluate outcomes, and learn from your efforts. For example, you can use metrics to measure the changes in accessibility performance, usability, user experience, and the value delivered to users. Additionally, metrics can help you identify gaps in methods and tools, discover best practices, and explore new opportunities for innovation.

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Erin C. Kirchner-Lucas, CPACC, CSM

Senior Manager, Accessibility Center of Excellence, Consumer Sales | Microsoft
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You can utilize accessibility metrics for many audiences. Tying the appropriate metric to the correct target audience is key. Metrics that matter to leadership or sales teams may not be the metrics that matter to users or customers. Something that you share to an internal audience may not be what you share externally. However, they can share key points: goals, progress, outcomes/key learnings, and competitive differentiators.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you track accessibility metrics?

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2

3

4

5

6

1 What are accessibility metrics?

2 Why are accessibility metrics important?

3 How do you collect accessibility metrics?

4 How do you analyze accessibility metrics?

5 How do you use accessibility metrics?

6 Here’s what else to consider

Usability Testing

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How do you track accessibility metrics?

1

2

3

4

5

6

1 What are accessibility metrics?

2 Why are accessibility metrics important?

3 How do you collect accessibility metrics?

4 How do you analyze accessibility metrics?

5 How do you use accessibility metrics?

6 Here’s what else to consider

Usability Testing

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