RESEARCH | ANALYSIS | DESIGN | WIREFRAMES | PROTOTYPE
Designing for an audience that included people with varying degrees of visual impairment required a careful and thoughtful approach. The website needed to:Be fully accessible according to WCAG 2.1 AA standards. Communicate powerful, sensitive content in a way that was respectful and easy to navigate.Balance visual storytelling with practical functionality for screen readers and assistive technologies.
Role: Lead UI Designer
Focus: Accessibility, Inclusivity, User-Centered Design
I began by reviewing research from RNIB’s user studies and accessibility reports to build empathy and understanding of the diverse needs of the audience. I also consulted accessibility guidelines and engaged with visually impaired users to better understand real-world barriers they face online.
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Accessibility-First UI Design:
I designed with an “accessibility-first” mindset, ensuring:High-contrast color palettes suitable for users with low vision.Clear, scalable typography with consistent heading structures.Intuitive navigation that could easily be traversed using keyboards and screen readers.Descriptive alt text for images and meaningful link descriptions.Minimalist layouts to reduce cognitive load.
Working closely with developers, content strategists, and RNIB accessibility consultants, I led regular design reviews and usability testing sessions. Feedback loops allowed us to continually refine the designs, addressing real user pain points rather than relying on assumptions.
The campaign garnered an impressive 1,278 engagements within its inaugural week. These engagements included website visits, social media interactions, and direct inquiries, demonstrating the campaign's strong impact and reach.
The website successfully met all WCAG Accessibility Guidelines, making it a fully inclusive digital platform. Feedback from users, especially those with visual impairments, praised the site's accessibility features, highlighting the effectiveness of the design and development strategies.
While quantitative data on stereotype transformation is challenging to measure in the short term, qualitative feedback from the community indicated a positive shift in awareness and understanding of sight loss challenges.
The implementation of the AI Assistant marked a significant advancement in the Royal Navy's recruitment process. By combining the power of artificial intelligence with usability testing insights, we aimed to create a more engaging and user-friendly experience for candidates, ultimately contributing to a more efficient and successful recruitment process.
The RNIB #BeforeYouAsk campaign serves as a testament to the importance of inclusivity and accessibility in digital content creation. Through meticulous design and development efforts, the campaign website not only achieved its objective of raising awareness but also set a benchmark for accessible web design. The success of this initiative underscores the significance of empathy and thorough research in crafting digital experiences that are truly accessible to all, regardless of their physical abilities.
Client: Royal National Institute of Blind People (RNIB)
The #BeforeYouAsk campaign, developed by RNIB in collaboration with Wavemaker UK, The & Partnership and Voxly Digital, challenges misconceptions about blindness and fosters inclusivity.
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