2019 ALC Conference: Value in Accessibility (How to achieve competitive advantage via competitive analysis) — Darren Hood
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The age of accessibility is here.... OR IS IT?!?! While some companies are embracing the need to provide accessible experiences, mixed messages of this approach are being sent everywhere. This presentation illustrates the value of accessibility, the cost of omitting it (to competitive advantage), and highlights a tool that can be used to identify accessibility issues in digital experiences. Most importantly, the presentation shows how you can use competitive analysis to achieve competitive advantage in the marketplace.
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2019 ALC Conference: Value in Accessibility (How to achieve competitive advantage via competitive analysis) — Darren Hood
- 1. VALUE IN ACCESSIBILITY Darren Hood, MSUXD, MSIME, UXC Michigan State University Accessible Learning Conference November 22, 2019 Competitive Advantage Via Competitive Analysis
- 2. 2 The age of ACCESSIBILITY… Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood is here!!!
- 3. 3 Or is it?
- 4. 4 Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood
- 5. 5 1995 Gregg Vanderhelden Creates first Web accessibility guideline 1999 WCAG 1.0 published 2008 WCAG 2.0 published 2018 WCAG 2.1 recommendation Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood
- 6. 6 ????? Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood
- 7. 7 Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood Business value is not clear
- 8. 8 Business Benefits of Accessibility Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood • Sites are easier to maintain, update, and redesign • Reduces site maintenance costs • Streamlines code • Optimizes download times • Reduces bandwidth costs • Improves search engine optimization (SEO) • Improves device compatibility Source: University of South Florida
- 9. 9 Additional Accessibility Benefits Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood • Fosters customer loyalty • Generates brand goodwill • Provides clarity throughout the experience • Optimizes navigation • Eliminates confusion • Enhances readability • Helps users complete transactions
- 10. 10 ACCESSIBILITY PROVIDES COMPETITIVE ADVANTAGE Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood
- 11. 11 AN UNTAPPED DOORWAY? COMPETITIVE ANALYSIS Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood
- 12. 12 What is a Competitive Analysis? • Analyzes where an organization stands in comparison to the competition • Helps accurately identify the competition • Gives domain knowledge • Highlights opportunities (and threats)
- 13. 13 Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood SWOT Analysis
- 14. 14 Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood Competitive Assessment Matrix
- 15. 15 Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood Porter’s Five Forces
- 16. 16 Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood General/Standard Competitive Analysis
- 17. 17 Accessibility Competitive Analysis Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood
- 18. 18 Accessibility Competitive Analysis Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood
- 19. 19 Accessibility Competitive Analysis Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood
- 20. 20 Accessibility Competitive Analysis Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood
- 21. 21 Accessibility Competitive Analysis Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood Competitor Category 1 Category 2 Category 3 Category 4 Your Company x x x Company 1 x x x Company 2 x Company 3 x x x Determine what categories to analyze
- 22. 22 Accessibility Competitive Analysis Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood Competitors Total Issues (x .5) Needs Review (x .25) Violations (x 1) Score Binson’s Medical Equipment 32 (16) 4 (1) 23 40 Hart Medical Equipment 22 (11) 21 (5.25) 0 16.25 Wright & Filippis 30 (15) 6 (1.5) 21 37.5 Use the analysis to determine which company performs best
- 23. 23 CLOSING NOTES • The age of accessibility? • Accessibility provides tremendous benefits for businesses. • To truly make impact, we must be able to speak the business’ language (i.e., engage in storytelling to help stakeholders and leaders understand the impact accessibility can have on the business). • An oft-overlooked way to “speak exec” involves applying accessibility to competitive analyses. • The most accessible experiences will yield competitive advantages. Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood
- 24. 24 SEIZE YOUR OPPORTUNITIES!!! Accessible Learning Conference | MSU | November 2019 © 2019, Darren Hood