Summary: In an increasingly digital world, the importance of creating accessible designs has never been more critical. This article explores the intersection of digital experiences and real-world interactions, emphasizing the need for inclusivity in design practices. By understanding user needs and leveraging effective strategies, designers can enhance usability for all individuals, regardless of their abilities. Through thoughtful application of accessible design principles, we can bridge the gap between digital content and full engagement, fostering a more inclusive environment for everyone.
Decoding Real-World Conventions in Design
Before venturing into interface design, I began my journey in graphic design and video game design during my university years. Many designers recognize that a key aspect of creating intuitive interfaces is understanding and leveraging real-world conventions—those unspoken rules and expectations that people bring from their everyday experiences into the digital realm.
For instance, I consistently use red to signify "stop" or "warning" actions, echoing the universally recognized stop sign. This simple choice effectively communicates important information to people in an instant. However, I've observed that many interfaces opt for unique approaches, aiming for creativity or intrigue. In some cases, teams prioritize speed to market and inadvertently overlook basic design conventions.
While there may not be a singularly incorrect practice here, it’s important to acknowledge that we exist in a world filled with symbols and images that have been ingrained in our culture long before the advent of online platforms. Utilizing these intuitive design cues is essential for creating accessible and engaging experiences in the digital landscape.
To identify and implement these conventions effectively, I follow these steps:
1- I closely observe my interactions with everyday objects. The next time you brew a cup of coffee at home, take a moment to reflect on the steps involved in the process. What buttons did you press? How long did it take? Which tasks did you complete without a second thought? Use your answers to these questions to inform how you organize core actions or steps within a product experience.
2- I recognize popular interfaces across different platforms. I often use social media as an example, as these platforms generate significant daily traffic. Have you noticed that nearly all "notifications" are represented by a bell icon? This symbolism reflects the act of ringing a bell at a hotel for service or a parent signaling dinner time. Both conventions notify a person about an upcoming event or action.
3- I strive to ask more questions to better understand expectations. For instance, when seatbelt regulations were first implemented in the U.S., they actually resulted in more accidents than before. Why did this happen? People believed that seatbelts would keep them safe, leading them to take greater risks on the road—speeding, changing lanes recklessly, and neglecting to stop. This serves as a prime example of expectations not aligning with reality. I always aim to grasp all facets of an experience before making suggestions or determining the next steps.
4- I repeat these observations daily. Whether it's the nature of my designer mindset or something else, I constantly think about the design of everyday things as I navigate my surroundings. Watching how people interact with various items, both positively and negatively, provides valuable insights that shape my design approach for the future products I influence.
Design for Your Audience, Not Yourself
One of the most valuable lessons I've learned is the significance of designing with the target audience in mind, regardless of their demographics. A common pitfall I've noticed for product teams is creating experiences based on personal preferences, mistakenly assuming users will inherently understand what’s best for them.
In my design process, I constantly remind myself that I am neither the user nor the stakeholder. These discussions can become challenging, particularly when some mindsets focus on outcomes tailored to investors, which is misguided. Investors are often far removed from everyday users who regularly interact with the product. To navigate this, I employ a three-step approach to human-centric design. By adhering to these steps, I ensure that the product aligns with the needs and expectations of its intended users rather than being shaped solely by my personal tastes or assumptions.
1- I reference detailed user personas derived from market research. The key term here is "detail." The more information I gather about the ideal user and target audience, the better. I ensure that every design decision I make revolves around this persona, maintaining a clear focus throughout the experience.
2- I conduct regular user interviews. As mentioned at the beginning of this post, I cannot rely solely on my own thoughts to refine an experience; I must actively seek input and feedback from the audience. Involving users at every stage is the best way to ensure the product meets their expectations.
3- Implementing A/B testing to validate design decisions is another effective way to guide my product's next steps based on audience insights. A common scenario arises when I, as the designer, clearly envision what I want to present, but the user or team has a different perspective. This is an ideal situation for A/B testing the two design concepts to gather feedback on each's strengths and opportunities. I then utilize this feedback to make necessary adjustments based on the insights collected.
The Art of Clear Communication: Marketing vs. Plain Language
From my experience, understanding when to use marketing language versus plain language is essential for ensuring accessibility. Catchy phrases may resonate well in advertisements, website sections, and social media, but they can often confuse users within product interfaces or when specific tasks need to be completed.
For example, when designing a staff directory, I always prefer clear, descriptive labels like "Company Directory" over clever but vague terms like "Meet and Greet." This clarity helps users grasp the purpose of each action before they proceed. The Nielsen Norman Group provided an excellent example of this. Using plain language for navigation and core functionalities is non-negotiable. For instance, in airports, all signs are clearly labeled, guiding travelers precisely to their next destination. This is another great example of plain language in action.
When it comes to product design, I focus on selecting terms that accurately describe the actions or tasks users are about to perform. If there are multiple notifications within a group and a user wants to clear them all at once, I might simply use the term "Clear" in the notification window. While "Archive all notifications" might seem appropriate, it introduces unnecessary complexity that users haven't requested.
Once I identify a set of terminology that resonates with the target audience, I ensure that the language remains consistent throughout the interface. I take this a step further by providing detailed documentation on selecting and presenting language within the interface. Just as I would specify color schemes or font styles in a design system, the same rigor should apply to the language used in an interface. This process ensures that my entire team—across design, development, customer success, and marketing—understands how each product element should be explained and presented to the audience. While it may appear straightforward, I've found that establishing a systematic approach to the language used in an interface is just as crucial as guidelines for using accessible colors.
That said, there is indeed a time and place for marketing language, particularly when creating excitement or engaging with an audience. I always reassess my word choice when reserving marketing language for promotional contexts like flash sales or new feature launches. However, this should not be confused with creating excitement during onboarding experiences. During a user's initial interactions with my product, I prioritize clarity, ensuring they can easily find what they are looking for.
I often suggest that an ideal opportunity for marketing language arises when introducing a new feature. At that point, I would reach out specifically to users who have completed the onboarding process and have active data on the product. I might use a pop-up or email to explain the new features in an exciting, non-technical manner. If a user wants to explore further and try the new feature, I would then switch back to plain language, making sure the steps to access it are clear and straightforward. I always recommend using marketing language when the objective is to excite rather than instruct.
Continuous Learning + Adaptation
The digital landscape and human expectations are constantly evolving. I’ve discovered that staying updated on design trends and accessibility standards is essential. However, it’s equally vital to critically assess these trends and validate them against our audience's real needs and insights. I often remind myself that trends are transient; they will come and go. Consequently, I strive to ensure that our products embrace a philosophy of continuous improvement.
One area where I encourage my design team to stay informed is regarding institutions and communities that provide accessibility guidelines, such as the Web Content Accessibility Guidelines (WCAG). I share these resources to ensure everyone remains aware and can make informed design decisions that align with current standards. The aim is not to stifle my creative process but to ground our design choices in accessibility from the outset rather than retrofitting solutions after launch. My primary rationale extends beyond merely making our products accessible; it’s about establishing a solid foundation with accessible practices from the beginning rather than navigating the complex process of adaptation later on.
Often, aligning accessibility with guidelines is not the most challenging aspect of the process. I’ve found that the real challenge lies in identifying accessibility patterns and problematic areas that affect our target audience. In addition to various methods of gathering human input and conducting research, another crucial element in my approach is performing periodic accessibility audits during audience research. However, I do not simply inquire whether users can see all colors correctly. Instead, I aim to understand if users can easily locate everything and whether their next actions are clear.
I created a website for North Carolina Senior Games (ages 50+). Through audience research, I discovered a common issue: text sizes were often too small for them to read, regardless of the device they used. This justified the need for larger text across the entire site, illustrating how auditing can enhance our understanding of accessibility within a specific audience.
This brings me to a critical point that is often overlooked: I encourage my team to actively seek feedback from individuals with diverse abilities within our audience. I want to clarify that this isn't merely about finding people with disabilities but ensuring their voices are included in our research discussions. Often, individuals won’t raise accessibility concerns immediately, so we must support a wide range of perspectives.
For instance, while designing a stock trading app concept for a close collaborator, I presented my design, which featured uniquely colored graph lines. My collaborator questioned why all the lines appeared gray. It turned out they were colorblind and couldn’t perceive the distinctiveness in the graphics. This insight prompted us to create alternative versions, ensuring that even if someone removed the color from the user interface, they could still interpret the data effectively.
This experience underscores why I prioritize accessibility in our human research practices. It is crucial to ensure that my designs remain relevant, intuitive, and accessible, effectively bridging the gap between digital systems and the real world.
Key Takeaways:
- Observe daily interactions with objects and leverage these insights to streamline key actions within your product experience.
- Use clear, descriptive language for navigation and essential features, avoiding clever marketing jargon to enhance user understanding.
- Conduct regular user interviews and employ A/B testing to validate design choices based on audience feedback rather than personal biases.
- Carry out periodic accessibility audits during audience research to pinpoint specific challenges your target users face, such as text size issues for older individuals.
