Fixing, Scaling, and Including: A Conversation on Accessibility with Kate Fitzpatrick

Ahead of her appearance at the Accessibility.com Vendor Matchup event on March 4th, we sat with Kate Fitzpatrick , Senior Product Manager at AKQA Leap to chat about how AKQA Leap is embedding accessibility and product inclusion into high-stakes digital products.

Kate discusses the company’s design philosophy, the vital role of accessibility in the development process, and what differentiates AKQA Leap from its competitors in the digital space.

Tell us about AKQA Leap and the work you do

AKQA Leap might not be a familiar name to many of you. However, you’ve already experienced our work, whether through Spotify Wrapped, Google Maps, or Jamie Oliver’s recipes. We create the digital products you already love - you just didn’t know it.

AKQA Leap helps businesses launch, fix, and scale high-stakes digital products, where precision, speed to market, secure solutions, and scalable value from day one are critical.

Our customer-first approach drives results, with 100% of clients saying they’d work with us again.

Having a heritage in Google Creative Labs, AKQA Leap was founded in 2010. Trusted by big tech, we bring Silicon Valley expertise, AKQA’s creative firepower, and WPP’s global reach to every project.

We have a team of talented people across the UK, US, and Europe. Our global reach means we have access to a diverse talent pool, and it allows us to offer support to clients no matter where they are.

What is a typical use case for AKQA Leap customers?

Our typical customers are businesses that need to either build something new or improve an existing product. We approach this by first understanding the problem they are trying to solve in a discovery phase. This ensures that we’re not just building what the clients think they want, but what they truly need to meet users' needs.

An example that we’re really proud of is our work with Vodafone Foundation and Stonewall on the Zoteria app. There was confusion and limited understanding of what constitutes a hate crime, and through research, Vodafone Foundation identified a need to create a solution that could help people in the LGBTQ+ community safely report incidents and get support at the point of need. Zoteria was a high-stakes product we designed with our users in mind initially, and we made sure testing was robust. The focus here was on creating a user-friendly experience with accessibility at its core. By conducting co-creation workshops with LGBTQ+ communities, we ensured the app met their needs and provided a positive experience.

Another example is our work with GripAble, a MedTech start-up. They were looking to enhance access to physical therapy for online patients and needed a platform that was not only easy to use but scalable. The challenge was to integrate both a physical product and an app that made therapy more accessible and effective. We helped GripAble improve their platform, offering rehabilitation activities for people recovering from neurological and orthopaedic conditions.?

AKQA Leap’s mission is built around user-centric design. How does accessibility fit into that approach?

We focus on solving user problems. Whether it’s launching high-stakes products, scaling existing ones, or fixing those that need improvement, we bring together the best designers, developers, and product experts to deliver real solutions.

The outcome might be an app, a website, a game, AI, or AR - whatever best addresses the challenge at hand. But at the core of everything we do is designing for the user. That fundamentally means putting accessibility and product inclusion as a foundation of what we do. They’re not nice-to-haves; they are a fundamental pillar of great product design.

We collaborate across teams to embed accessibility and product inclusion principles into every stage of development. We look at the standards and guidelines that are required but also integrate continuous learning and training pathways across the studio so that it’s a consideration in all that we do.

What advice would you give to companies looking to budget for accessibility in their product development?

We work with clients across a spectrum of budgets. We don’t see product development as a cost center. Instead, we take a value-first approach. The focus isn’t on feeding a feature factory but on ensuring every decision drives meaningful outcomes, where we are driving value.

This comes back to our view on accessibility. Too often, accessibility is the first thing to be dropped, but it’s essential for delivering products that include, not exclude. Budgeting should not be about features versus value. It’s about embedding inclusivity as a core principle throughout the process, not treating it as a one-off sprint.

How much advanced notice do you need from a customer?

The earlier we get involved, the better we can understand the problem space and ensure we’re building a solution that aligns with the clients’ objectives.

That said, we are very agile in our approach - we have been able to turn around projects in weeks. A good example of this would be Tozi, another digital product we designed for Vodafone Foundation. This is an app to combat the global issue of cyberbullying affecting millions of children. We supported Vodafone with user research, UX, UI, branding, and visual design, all within 6 weeks.

How do you ensure accessibility is a core part of every project?

We don’t just ship features - we validate everything, co-create with users, and solve real problems. Our approach delivers the best value in the shortest time without compromising quality.

And when it comes to product inclusion and accessibility, we treat them as core principles, not a checkbox exercise. With our dedicated guild, we continually improve our understanding. We embed accessibility into our process early on, sharing knowledge across teams to ensure inclusivity is central to every project.

Unlike other agencies that avoid challenging a client’s vision, we engage deeply to ensure products truly meet user needs, avoiding costly mistakes. We also leverage the global expertise of AKQA and WPP, providing integrated solutions that combine specialised knowledge and seamless collaboration.

Meet Kate Fitzpatrick

Kate Fitzpatrick is a Senior Product Manager at AKQA Leap, where she leads cross-functional teams in building innovative digital products that meet both user and business needs. With over 18 years of experience, Kate has worked across various industries, including public sector, financial services, higher education, sport, and healthcare. She has a proven track record in business and product strategy, as well as stakeholder management.

Before joining AKQA Leap, Kate honed her expertise across multiple sectors, solving complex digital challenges for brands like Gymshark, Barratt Homes, Formula E, and the Royal Navy. Her ability to simplify the complex and her knack for building strong relationships have been key to her success.

Kate is passionate about creating inclusive and accessible digital products. She’s also dedicated to sharing her knowledge, having previously served as a guest lecturer at Bath Spa University.