Considerations for Implementing a Holistic Organisational Approach to Accessibility
Chris Bailey, Voula Gkatzidou · 2017 · Proceedings of the 14th International Web for All Conference (W4A) · doi:10.1145/3058555.3058571
Summary
This paper proposes a human-centred model of accessibility that moves beyond treating accessibility as a purely technical standards-compliance exercise. The authors argue that accessibility, usability, and user experience are interdependent quality attributes that must all be at optimal levels for a product to be truly usable. Their model identifies three overlapping components of accessibility: technical (can the user access the product at all, including guideline conformance and assistive technology compatibility), operational (can the user accomplish tasks effectively and efficiently, including error rates and recovery), and psychological (does the user find the product useful, appropriate, and satisfying). The psychological dimension is particularly noteworthy — the authors highlight that for some users, especially older adults, barriers may not be technical or operational but stem from lack of confidence or negative past experiences with technology. The paper also proposes a six-level accessibility maturity model adapted from UX maturity frameworks, ranging from "Unrecognised" (accessibility seen only as a legislative burden) through "Interested," "Invested," "Committed," and "Engaged" to "Embedded" (accessibility as a core component of business strategy). Each level maps to typical organisational programs, from individual products up to business strategy.
Key findings
The maturity model reveals that organisations progress through accessibility commitment much as they did with UX adoption — and that achieving full maturity can take up to 40 years. Early-stage organisations typically treat accessibility as an end-of-lifecycle checkbox, relying on external resources and poorly implementing recommendations. The case study of a global telecommunications company launching an IP-TV service in the UK and Italy demonstrates the model in practice. The company, assessed at maturity level 3 (Invested), used the three-component model to define accessibility requirements across technical (OFCOM regulatory compliance), operational (EPG usability with assistive technologies), and psychological (competitive parity with accessibility features offered by rivals) dimensions. This led to a 24-36 month accessibility roadmap prioritised by user and organisational impact, moving the company toward level 4 (Committed). The authors draw an important parallel with the UX profession, noting that accessibility practitioners should learn from the decades-long journey UX took to gain corporate recognition and investment.
Relevance
This paper offers a practical framework that accessibility professionals can use to assess and advance their organisation's accessibility commitment. The three-component model (technical, operational, psychological) provides a useful lens for explaining to stakeholders why WCAG conformance alone is insufficient — users need to not only access a product but use it effectively and feel confident doing so. The maturity model gives organisations a realistic roadmap for progress, with the honest acknowledgment that deep cultural change takes years. The emphasis on psychological accessibility is particularly valuable, as it highlights barriers that no automated tool or standards audit will detect. For practitioners working in consulting or in-house accessibility roles, the framework provides language and structure for conversations with senior leadership about moving from reactive compliance to proactive inclusion. The case study, while focused on IP-TV, demonstrates an approach transferable to any digital product or service.
Tags: organizational accessibility · accessibility maturity · accessibility policy · user experience · human-centred design · digital accessibility
Standards referenced: WCAG 2.0 · BS 8878 · ATAG 2.0 · UAAG 2.0