Blind man talking to a phone

Service

  • Experience and Design
  • Strategy and Transformation

White Paper

Unlocking the value of accessible products and services

Access to digital products and services is defined as a basic human right in the United Nations Convention on the Rights of Persons with Disabilities (UN CRPD). Accessible products and services are not just inclusive and morally right thing, they also improve engagement, efficiency and revenue.

Person clicking tabs on a mobile screen

The state of affairs

According to research from 2023, only 4% of the top 1 million websites worldwide are fully accessible to all potential users. With around 1 billion people (13% of the global population) living with some form of disability, that’s a lot of potential customers not being adequately served.

Forrester suggests some reasons for this bias toward the able-bodied and able-minded: 40% of public organizations and 26% of private businesses identify lack of funding as the main barrier, followed by lack of know-how and also a lack of executive support.

Accessibility is not yet widely seen as an obvious strategy to hit profitability targets. However, this is starting to change as executives become more aware of the commercial and reputational potential of accessibility. For example, a recent European Commission study analyzed public sector organizations implementing accessibility improvements. It states that the majority (59%) of the participants identified a significant increase in customer numbers, and therefore, the investments in accessibility had a positive return on investment. In the private sector, small changes in accessible design have been shown to have multi-million-dollar impacts on revenue, even for medium-sized businesses.

Just like a dropped curb helps wheelchair users and parents with a stroller, digital accessibility improves the experience for a wide range of users. Enabling multiple ways to retrieve and use information is a cornerstone of inclusive design, and it can transform products and services. However, creating accessible digital products and services requires going beyond thinking about screen readers and dictation tools. A range of stakeholders and everyone in product teams need to think about accessibility from the start of every project. Each decision’s impact on accessibility should be considered in the strategy, design, build, launch, and optimization phases.

Abstract geometric shapes

Unlock the value of accessible products and services

Download the white paper where Nortal’s global design team dives deeper into the benefits of accessible product and service design, providing insights on how and where to start and how good accessibility can become a competitive differentiator.

Download White Paper
Metro escalator

The borderline between basic usability and explicitly accessible features is blurry.

That’s why calculating the commercial impact of accessibility implementation can be challenging.

However, even when accounting for very conservative click-through rates, we get to sizeable figures: Forrester and Microsoft report that poor accessibility could mean €2.3 million in lost revenue for a midsized retail company with an average of 1 million site users, €50 worth of baskets, and a 2.3% conversion rate.

The commercial case for accessibility – 3 whys

01.

Extend the product from many to all

02.

Make your value proposition more visible

03.

Avoid costly lawsuits, redesign and customer churn

abstract circles

Investing in accessibility can improve your search rankings, get your content referenced more frequently by publicly available AI tools (e.g. ChatGPT, Gemini) and boost visibility and engagement across the internet.

Where to start with accessibility – 3 hows

01.

Build accessibility into your design system

02.

Set up accessibility tools and automate with AI

03.

Gather insights from impaired users and iterate

If services do not respect the new rules, then as of June 28, 2025, customers will be able to file complaints before national courts.

Booklet mockup of White Paper

Download White Paper

Download the white paper where Nortal’s global design team dives deeper into the benefits of accessible product and service design, providing insights on how and where to start and how good accessibility can become a competitive differentiator.

Download White Paper

Jon Stephens

Chief Product Officer at Nortal

Jon.Stephens@nortal.com

Jon is responsible for Product and Customer Experience at Nortal. He has spent the past 20 years shaping and delivering complex product and experience-led transformation and innovation programmes for global clients such as AstraZeneca, Virgin Atlantic, Vodafone, Sky and the UK government.

Mikko Kaipio

Head of Product Design

Mikko.Kaipio@nortal.com

Mikko is Nortal’s Global Head of Product Design where he helps our clients rethink their design capabilities. With nearly 20 years of experience, Mikko specializes in offering full spectrum design services across all industries to ensure increased business value.

Get in touch

Learn what it takes to provide frictionless access to government services.

 

Related content

Event

  • Data and AI
  • Strategy and Transformation
  • Technology and Engineering
  • Enterprise
  • Financial Services & Insurance

Join us at GDS CIO Insight Summit in Dallas, TX

Nortal North America's SVP's, Areos Ledesma and Koray Ozcubukcu, will be attending GDS CIO Insight Summit in Dallas, TX.

Article

  • Seamless Experiences
  • Strategy and Transformation
  • Logistics

Navigating the future of ferry ports-The Smart Ferry Port Vision

The Smart Ferry Port Vision, heralds a new era where we have gathered the knowledge of the recent past, our experience and success stories with existing ports and offers a dreamy yet realistic look into the future, where every journey is an adventure. We have gathered insight for what is going to take ferry ports to the next level and combined this feedback to a detailed Smart Ferry Port Vision.

Article

Big Data Cyber Strings. 3D illustration of wavy lines in information code field. Data flow cyber concept. Coding and technology. Java
  • Data and AI
  • Strategy and Transformation

From luxury to necessity: Leveraging AI

With the advent of large language models (LLMs) and foundational artificial intelligence (AI) technologies, the AI landscape has undergone a seismic shift. AI is democratizing and making its benefits accessible to companies and organizations of all shapes and sizes.