Inclusive Digital Design (IDD) is the practice of creating digital products, services and experiences that are accessible and usable by as many people as possible, regardless of their age, abilities or disabilities.

This approach involves considering a wide range of user needs and preferences, including those with visual, auditory, motor, cognitive and other impairments. IDD is not just about following trends; it’s about making a tangible difference. With more than 4.4 million people living with a disability in Australia alone, it becomes crucial for digital platforms to be inclusive and accessible to all users. 

Web accessibility is often measured against the Web Content Accessibility Guidelines (WCAG), and in a recent automated evaluation of one million website home pages by WebAIM, more than 59 million accessibility errors were identified, averaging 56.8 errors per page. This marked a 13.6 percent increase in accessibility issues from the previous year, where the average was 50 errors per page.

Sod (formerly Straight Out Digital) agency founder and director Christian Fish said the current digital landscape opened up a whole new world for those who may have had issues interacting with digital products in the past. 

“When you produce work that is more accessible and inclusive, you not only ensure you’re expanding the reach of those who can interact with it, but you’re also improving the experience for all users,” Fish said. 

“Virtual reality and Neuralink-type technology will open up massive opportunities for people with different types of disabilities, and brands like Apple and Google are leading the way with their accessibility features. Sod is following suit in providing inclusive digital experiences for all of our clients.”

Committing to accessibility

Sod’s commitment to accessibility was recently recognised at the Australian Web Awards 2024, with the agency taking out “Website of the Year” for the Healthy Eating Advisory Service (HEAS), which exceeded the internationally recognised standards set by the Web Content Accessibility Guidelines 2.2 AA level. Sod’s accessibility features for the HEAS website included appropriate ratios of contrast for text, video containing written transcripts and the ability to navigate the website via mouse alternatives, as well as many development implementations and non-negotiable inclusions for a highly inclusive website.

Other notable Sod projects include The Walter and Eliza Hall Institute (WEHI) and Neami National websites, which have set benchmarks in accessibility and inclusive design. 

The Neami National project saw Sod conduct extensive user testing with groups of individuals with lived experiences, resulting in new website features such as text-to-speech to support users with low literacy or ESL needs. These features not only benefit end users, but also align with accessibility mandates put in place for users that are often overlooked.

Fish’s journey into the realm of inclusive design began with a course specifically focused on web design for inclusivity. 

“I started to take an interest in inclusive and more accessible design after reading a few articles that highlighted the small changes that agencies can make to create more inclusive and accessible websites,” he said.

“The course, developed by the World Wide Web Consortium, dedicated a lot of time to creating a level of empathy and understanding for those who may not interact with digital products in what we’d deem a traditional sense.”

This newfound understanding led to significant changes at Sod, with Fish implementing processes to ensure the old ways of building websites, creating ads and writing copy were updated and in line with what the course suggested in order to produce more inclusive digital products and solutions.

User-centric approach

Sod’s user-centric approach focuses on the end user’s experience before the goals of the business, ensuring that the baseline for all projects cater to the needs of all users, particularly the most vulnerable.

“Avoiding self-indulgent design and unnecessary cognitive load is another critical principle for us,” Fish said. “While all of our projects uphold a high standard of design, we now consider the audience which [the website] is being designed for much more, and how that design impacts the way they interact with our product.

“All brands and businesses have an opportunity to consider and implement inclusive design practices in their online touchpoints and visual communications to remove barriers for potential customers to engage with their brand in meaningful ways.”

Looking ahead, Fish sees a growing trend in the adoption of inclusive design practices both in Australia and internationally, and said Sod is dedicated to staying ahead of the curve by continually updating our practices and fostering a culture of empathy and inclusivity.

Sod is a cutting-edge digital agency specialising in UI and UX design. Founded in 2014 by three mates, Sod has grown into a vibrant team of more than 30 talented individuals dedicated to delivering innovative and user-centric solutions. With a commitment to in-house quality, inclusivity, and diversity, Sod boasts a 56:44 male-to-female ratio and supports a healthy work-life balance with a 4.5-day work week.