Introduction
In june 2024 the AiGetIt team had some enlightening interviews together with visually impaired individuals in Warsaw about their experiences with browsing internet and shop online. We like to share some of our learnings below. We met Ania, Sylwia, Tomasz, Marta, Lukasz and Patryk and thanks to POLSKI ZWIĄZEK NIEWIDOMYCH.
Technology Use
- Primary Device: Most of the uses we talked to rely heavily on their smartphones, today mobile is the tool everyone use.
- Navigation: Imagine having to zoom in five or six times just to read a single word – that’s the reality for many. Responsive and adaptable UI is a must, including and high-contrast displays
The E-commerce Experience
Talking about online shopping with visually impaired users was really eye-opening. We talked and had live sessions around E-commerce for Visually Impaired Users.
In today’s digital age, e-commerce is a lifeline for many, offering convenience and access to a wide array of products from the comfort of our homes. However, for visually impaired individuals, navigating online stores can be fraught with challenges, turning a simple shopping task into a frustrating ordeal. Let’s delve into the experiences of several visually impaired users to uncover the pain points they face and explore potential solutions to enhance their online shopping experience.
Struggles with Site Navigation
One user, a middle-aged visually impaired individual, typically relies on a family member for online shopping. During our interviews, this user attempted to purchase six bottles of non-carbonated water and puppy food from two different websites. The journey was riddled with obstacles. On one site, the user couldn’t find the search bar, and on another, they accidentally added 11 items to their cart instead of one. Both attempts ended in frustration and an unsuccessful purchase.
Payment Predicaments
Another frequent online shopper highlighted a critical issue – the payment stage. This user often encounters problems with pop-ups that get stuck when zoomed in, making it difficult to complete purchases. Despite their familiarity with online shopping, these glitches hinder their ability to shop independently.
The Quest for Affordable Water
One individual with low vision seldom shops online, relying mostly on a spouse. Their attempt to purchase water using a well-known app started smoothly but quickly derailed when they tried to find cheaper options. The complex navigation led to a lost opportunity and another unsuccessful purchase attempt.
Braille-Based Success
A user who is blind from birth uses a Braille keyboard to navigate their mobile phone with remarkable fluency. Their determination paid off as they successfully purchased water and puppy food. However, they noted that long lists of poorly described products and complicated payment processes often pose significant challenges.
Accessibility Advocacy
A tech-savvy blind user pointed out the primary issue for blind individuals: navigating poorly adapted websites. Unlabelled buttons and sites not recognizing interactive elements as actionable make shopping a daunting task. This user emphasized the need for better integration of assistive technologies and a more intuitive design.
Preference for Familiarity
Another blind user navigates their phone with ease and prefers using familiar apps. Their methodical approach, using Braille to input commands, led to successful purchases. However, they reiterated the need for better site descriptions and layouts to make navigation more straightforward.
The Path Forward: Solutions for a Better Shopping Experience
1. Enhance Website Accessibility:
- Ensure all interactive elements are properly labelled and recognizable by screen readers as talk-back, voice-over and jaws.
- Simplify navigation and improve the accessibility of search functions.
- If all sites was according to WCAG it would be so much easier.
2. Simplify Payment Processes:
- Streamline payment stages and offer accessible options like Blik.
- Ensure all forms and buttons in the payment process are screen reader-friendly.
Conclusion: Creating an Inclusive E-commerce Environment
These interviews was so useful and we are grateful for all the help. By addressing these pain points and implementing the recommended solutions, e-commerce platforms can transform the online shopping experience for visually impaired users. Enhanced accessibility, optimized input methods, simplified payment processes, and better integration of assistive technologies will not only lead to more successful purchases but also foster a more inclusive digital marketplace.
// The AIGETIT team in June 2024