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Make accessibility part of your startup’s products and culture from day one
The world of accessibility has experienced a tipping point thanks to the pandemic, which drove people of all abilities to do more tasks and shopping online.
For the last year, the digital world was the only place brands could connect with their customers. A Forrester survey found that 8 in 10 companies have taken their first steps toward working on digital accessibility.
What’s driving this change besides the increased digital interactions? Fortune 500 companies are finally starting to realize that people with disabilities make up 1 billion of the world’s market. That population and their families control more than $13 trillion in disposable income, according to Return on Disability’s “The Global Economics of Disability.”
However, only 36% of companies in Forrester’s survey are completely committed to creating accessible digital experiences.
Although digital accessibility has been around for decades, companies have not caught on to its benefits until recently. In its latest survey, the WebAIM Million analysis of 1 million home pages found accessibility errors on 97.4% of the websites evaluated.
What does this mean for you? Why should you care about this? Because this is an opportunity for your company to get ahead of the competition and reap the rewards of being an early adopter.
The benefits of digital accessibility
Companies are now realizing the advantages of creating accessible products and properties that go beyond doing the right thing. For one, people are living longer. The World Health Organization says people aged 60 and older outnumber children under 5. Moreover, the world’s population of those who are 60 and older is expected to reach 2 billion by 2050, up from 900 million in 2015.
W3C Web Accessibility Initiative provides an overview on Web Accessibility for Older Users. Here’s what it reveals.
- Hearing loss affects 47% of people aged 61 to 80.
- Vision decline affects 16% of people aged 65 to 74.
- Mild cognitive impairment affects 20% of people over 70.
- Arthritis affects more than 50% of people over 65.
In short, developing accessible digital products helps you reach a much larger audience, which will include you, your co-workers and your family. Everyone is going to become situationally, temporarily or episodically impaired at some point in their lives. Everyone enters a noisy or dark environment that can make it harder to see or hear. An injury or an illness can cause someone to use the internet differently on a temporary basis. People with arthritis, migraines and vertigo experience episodes of pain and discomfort that affect their ability to interact with digital devices, apps and tools.
Additionally, no one has ever advocated against making products and websites accessible to more people. Despite this, the relative universal appeal of accessibility as a principle does not mean that it will be as easy as explaining the need and getting people on board to make major organizational changes. A lot of work remains in raising awareness and educating people about why we need to make these changes and how to go about it.
You have the why. Now here are five things to help you with how to make changes in your company to integrate accessibility as a core part of your business.
1. Tap the right people to create accessible experiences
According to the second annual State of Accessibility Report, only 40% of the Alexa Top 100 websites are fully accessible, proving the needs of people with disabilities are, more often than not, being overlooked when creating web experiences.
To design for people with disabilities, it’s important to have an understanding of how they use your products or web properties. You’ll also want to know what tools will help them achieve their desired results. This starts with having the right people on board.
Hiring accessibility experts to advise your development team will proactively identify potential issues and ensure you design accessibly from the start, as well as create better products. Better yet, hiring people with disabilities brings a deeper level of understanding to your work.
2. Hire designers passionate about accessibility
Having accessibility experts on your team to provide advice and guidance is a great start. However, if the rest of your team is not passionate about accessibility, that can turn into a potential roadblock. When interviewing new designers, ask about accessibility. It’ll gauge a candidate’s knowledge and passion in the area. At the same time, you set an expectation that accessibility is a priority at your organization.
Being proactive about your hires and making sure they will contribute to a culture of accessibility and inclusion will save you major headaches. Accessibility starts in the design and user experience (UX) phase. If your team doesn’t deliver there, then you will have to fix their mistakes later, essentially delaying the project and costing your organization. It costs more to fix things than to build them accessibly in the first place.
3. Remember that accessibility is for everyone
People deciding whether to invest in accessibility often ask themselves how many people are going to use the feature. The reasoning behind the question is understandable from a business perspective; accessibility can be an expense, and it’s reasonable to want to spend money responsibly.
However, the question is rooted in one of the biggest misconceptions in the field. The myth is that accessibility only benefits people who are blind or deaf. This belief is frustrating because it greatly underestimates the number of people with disabilities and minimizes their place in society. Furthermore, it fails to acknowledge that people who may not have a disability still benefit greatly from accessibility features.
Disability is a spectrum that all of us will find ourselves on sooner or later. Maybe an injury temporarily limits our mobility that requires us to perform basic tasks like banking and shopping exclusively online. Or maybe our vision and hearing change as we age, which affects our ability to interact online.
When we understand that accessibility is about designing in a way that includes as many people as possible, we can reframe the conversation around whether it’s worth investing in. This approach sends a clear message: No business can afford to ignore a fast-growing population.
Think about it this way: If you have a choice of taking an elevator or the stairs, which would you take? Most pick the elevator. Those ramps on street corners called curb cuts? They were initially designed for allowing wheelchairs to cross the street.
Yet, many use these ramps, including parents pushing strollers, travelers pulling luggage, skateboarders rolling and workers moving heavy loads on dollies. A feature initially designed for accessibility benefits far more people than the original target audience. That’s the magic of the curb-cut effect.
4. Hire agencies that build accessibly by default
Whether you have a small team or are expanding an in-house accessibility practice, working with an agency can be an effective way to embrace and adopt accessible practices. The secret to a successful partnership is choosing an agency that will help your team grow into its accessibility practice.
The key to finding the right agency is selecting one that builds accessibly by default. When you know you are working with an agency that shares your organization’s values, you have a trusted partner in your mission of improving accessibility. It also removes any guesswork or revisions down the line. This is a huge win, as many designers overlook details that can make or break an experience for a user with a disability.
Working with an agency focused on providing accessible experiences narrows the likelihood of errors going unnoticed and unremedied, giving you confidence that you are providing an excellent experience to your entire audience.
5. Integrate accessibility into your supply chain
On any given day, enterprises and large organizations often work with dozens of stakeholders. From vendors and agencies to freelancers and internal employees, the nature of business today is far-reaching and collaborative. While this is valuable for exchanging ideas, accessibility can get lost in the mix with so many different people involved.
To prevent this from happening, it’s important to align these moving pieces of a business into a supply chain that is focused on accessibility at every stage of the business. When everyone is completely bought in, it cuts the risk of a component being inaccessible and causing issues for you in the future.
The startup advantage
A major challenge that comes up repeatedly is the struggle to change the status quo. Once an organization implements and ingrains inaccessible processes and products into its culture, it is hard to make meaningful change. Even if everyone is willing to commit to the change, the fact is, rewriting the way you do business is never easy.
Startups have an advantage here: They do not bear years of inaccessible baggage. It’s not written into the code of their products. It’s not woven into the business culture. In many ways, a startup is a clean slate, and they need to learn from the trials of their more established peers.
Startup founders have the opportunity to build an accessible organization from the ground up. They can create an accessible-first culture that will not need rewriting 10, 20 or 30 years from now by hiring a diverse workforce with a passion for accessibility, writing accessible code for products and web properties, choosing to work with only third parties who embrace accessibility and advocating for the rights of people with disabilities.
Many of these considerations here have a common denominator: culture. While most people in the technology industry will agree that accessibility is an important and worthy cause to champion, it has a huge awareness problem.
Accessibility needs to be everywhere in software development, from requirements and beyond to include marketing, sales and other non-tech teams. It cannot be a niche concern left to a siloed team to handle. If we, as an industry and as a society, recognize that accessibility is everyone’s job, we will create a culture that prioritizes it without question.
By creating this culture, we will no longer be asking, “Do we have to make this accessible?” Instead, we’ll ask, “How do we make this accessible?” It’s a major mindset shift that will make a tangible difference in the lives of 1 billion people living with a disability and those who eventually will have a disability or temporary, situational or episodic impairments affecting their ability to use online and digital products.
Advocating for accessibility may feel like an uphill battle at times, but it isn’t rocket science. The biggest need is education and awareness.
When you understand the people you build accessible products for and the reasons they need those products, it becomes easier to secure buy-in from people in all parts of your organization. Creating this culture is the first step in a long quest toward accessibility. And the best part is, it gets easier from here.
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Cognixion’s brain-monitoring headset enables fluid communication for people with severe disabilities
Of the many frustrations of having a severe motor impairment, the difficulty of communicating must surely be among the worst. The tech world has not offered much succor to those affected by things like locked-in syndrome, ALS and severe strokes, but startup Cognixion aims to with a novel form of brain monitoring that, combined with a modern interface, could make speaking and interaction far simpler and faster.
The company’s One headset tracks brain activity closely in such a way that the wearer can direct a cursor — reflected on a visor like a heads-up display — in multiple directions, or select from various menus and options. No physical movement is needed, and with the help of modern voice interfaces like Alexa, the user can not only communicate efficiently but freely access all kinds of information and content most people take for granted.
But it’s not a miracle machine, and it isn’t a silver bullet. Here’s how it got started.
Overhauling decades-old brain tech
Everyone with a motor impairment has different needs and capabilities, and there are a variety of assistive technologies that cater to many of these needs. But many of these techs and interfaces are years or decades old — medical equipment that hasn’t been updated for an era of smartphones and high-speed mobile connections.
Some of the most dated interfaces, unfortunately, are those used by people with the most serious limitations: those whose movements are limited to their heads, faces, eyes — or even a single eyelid, like Jean-Dominique Bauby, the famous author of “The Diving Bell and the Butterfly.”
One of the tools in the toolbox is the electroencephalogram, or EEG, which involves detecting activity in the brain via patches on the scalp that record electrical signals. But while they’re useful in medicine and research in many ways, EEGs are noisy and imprecise — more for finding which areas of the brain are active than, say, which sub-region of the sensory cortex or the like. And of course you have to wear a shower cap wired with electrodes (often greasy with conductive gel) — it’s not the kind of thing anyone wants to do for more than an hour, let alone all day every day.
Yet even among those with the most profound physical disabilities, cognition is often unimpaired — as indeed EEG studies have helped demonstrate. It made Andreas Forsland, co-founder and CEO of Cognixion, curious about further possibilities for the venerable technology: “Could a brain-computer interface using EEG be a viable communication system?”
He first used EEG for assistive purposes in a research study some five years ago. They were looking into alternative methods of letting a person control an on-screen cursor, among them an accelerometer for detecting head movements, and tried integrating EEG readings as another signal. But it was far from a breakthrough.
A modern lab with an EEG cap wired to a receiver and laptop — this is an example of how EEG is commonly used. Image Credits: BSIP/Universal Images Group via Getty Images
He ran down the difficulties: “With a read-only system, the way EEG is used today is no good; other headsets have slow sample rates and they’re not accurate enough for a real-time interface. The best BCIs are in a lab, connected to wet electrodes — it’s messy, it’s really a non-starter. So how do we replicate that with dry, passive electrodes? We’re trying to solve some very hard engineering problems here.”
The limitations, Forsland and his colleagues found, were not so much with the EEG itself as with the way it was carried out. This type of brain monitoring is meant for diagnosis and study, not real-time feedback. It would be like taking a tractor to a drag race. Not only do EEGs often work with a slow, thorough check of multiple regions of the brain that may last several seconds, but the signal it produces is analyzed by dated statistical methods. So Cognixion started by questioning both practices.
Improving the speed of the scan is more complicated than overclocking the sensors or something. Activity in the brain must be inferred by collecting a certain amount of data. But that data is collected passively, so Forsland tried bringing an active element into it: a rhythmic electric stimulation that is in a way reflected by the brain region, but changed slightly depending on its state — almost like echolocation.
The Cognixion One headset with its dry EEG terminals visible. Image Credits: Cognixion
They detect these signals with a custom set of six EEG channels in the visual cortex area (up and around the back of your head), and use a machine learning model to interpret the incoming data. Running a convolutional neural network locally on an iPhone — something that wasn’t really possible a couple years ago — the system can not only tease out a signal in short order but make accurate predictions, making for faster and smoother interactions.
The result is sub-second latency with 95-100% accuracy in a wireless headset powered by a mobile phone. “The speed, accuracy and reliability are getting to commercial levels — we can match the best in class of the current paradigm of EEGs,” said Forsland.
Dr. William Goldie, a clinical neurologist who has used and studied EEGs and other brain monitoring techniques for decades (and who has been voluntarily helping Cognixion develop and test the headset), offered a positive evaluation of the technology.
“There’s absolutely evidence that brainwave activity responds to thinking patterns in predictable ways,” he noted. This type of stimulation and response was studied years ago. “It was fascinating, but back then it was sort of in the mystery magic world. Now it’s resurfacing with these special techniques and the computerization we have these days. To me it’s an area that’s opening up in a manner that I think clinically could be dramatically effective.”
BCI, meet UI
The first thing Forsland told me was “We’re a UI company.” And indeed even such a step forward in neural interfaces as he later described means little if it can’t be applied to the problem at hand: helping people with severe motor impairment to express themselves quickly and easily.
Sad to say, it’s not hard to imagine improving on the “competition,” things like puff-and-blow tubes and switches that let users laboriously move a cursor right, right a little more, up, up a little more, then click: a letter! Gaze detection is of course a big improvement over this, but it’s not always an option (eyes don’t always work as well as one would like) and the best eye-tracking solutions (like a Tobii Dynavox tablet) aren’t portable.
Why shouldn’t these interfaces be as modern and fluid as any other? The team set about making a UI with this and the capabilities of their next-generation EEG in mind.
Image Credits: Cognixion
Their solution takes bits from the old paradigm and combines them with modern virtual assistants and a radial design that prioritizes quick responses and common needs. It all runs in an app on an iPhone, the display of which is reflected in a visor, acting as a HUD and outward-facing display.
In easy reach of, not to say a single thought but at least a moment’s concentration or a tilt of the head, are everyday questions and responses — yes, no, thank you, etc. Then there are slots to put prepared speech into — names, menu orders and so on. And then there’s a keyboard with word- and sentence-level prediction that allows common words to be popped in without spelling them out.
“We’ve tested the system with people who rely on switches, who might take 30 minutes to make 2 selections. We put the headset on a person with cerebral palsy, and she typed our her name and hit play in 2 minutes,” Forsland said. “It was ridiculous, everyone was crying.”
Goldie noted that there’s something of a learning curve. “When I put it on, I found that it would recognize patterns and follow through on them, but it also sort of taught patterns to me. You’re training the system, and it’s training you — it’s a feedback loop.”
“I can be the loudest person in the room”
One person who has found it extremely useful is Chris Benedict, a DJ, public speaker and disability advocate who himself has Dyskinetic Cerebral Palsy. It limits his movements and ability to speak, but doesn’t stop him from spinning (digital) records at various engagements, however, or from explaining his experience with Cognixion’s One headset over email. (And you can see him demonstrating it in person in the video above.)
Image Credits: Cognixion
“Even though it’s not a tool that I’d need all the time it’s definitely helpful in aiding my communication,” he told me. “Especially when I need to respond quickly or am somewhere that is noisy, which happens often when you are a DJ. If I wear it with a Bluetooth speaker I can be the loudest person in the room.” (He always has a speaker on hand, since “you never know when you might need some music.”)
The benefits offered by the headset give some idea of what is lacking from existing assistive technology (and what many people take for granted).
“I can use it to communicate, but at the same time I can make eye contact with the person I’m talking to, because of the visor. I don’t have to stare at a screen between me and someone else. This really helps me connect with people,” Benedict explained.
“Because it’s a headset I don’t have to worry about getting in and out of places, there is no extra bulk added to my chair that I have to worry about getting damaged in a doorway. The headset is balanced too, so it doesn’t make my head lean back or forward or weigh my neck down,” he continued. “When I set it up to use the first time it had me calibrate, and it measured my personal range of motion so the keyboard and choices fit on the screen specifically for me. It can also be recalibrated at any time, which is important because not every day is my range of motion the same.”
Alexa, which has been extremely helpful to people with a variety of disabilities due to its low cost and wide range of compatible devices, is also part of the Cognixion interface, something Benedict appreciates, having himself adopted the system for smart home and other purposes. “With other systems this isn’t something you can do, or if it is an option, it’s really complicated,” he said.
Next steps
As Benedict demonstrates, there are people for whom a device like Cognixion’s makes a lot of sense, and the hope is it will be embraced as part of the necessarily diverse ecosystem of assistive technology.
Forsland said that the company is working closely with the community, from users to clinical advisors like Goldie and other specialists, like speech therapists, to make the One headset as good as it can be. But the hurdle, as with so many devices in this class, is how to actually put it on people’s heads — financially and logistically speaking.
Cognixion is applying for FDA clearance to get the cost of the headset — which, being powered by a phone, is not as high as it would be with an integrated screen and processor — covered by insurance. But in the meantime the company is working with clinical and corporate labs that are doing neurological and psychological research. Places where you might find an ordinary, cumbersome EEG setup, in other words.
The company has raised funding and is looking for more (hardware development and medical pursuits don’t come cheap), and has also collected a number of grants.
The One headset may still be some years away from wider use (the FDA is never in a hurry), but that allows the company time to refine the device and include new advances. Unlike many other assistive devices, for example a switch or joystick, this one is largely software-limited, meaning better algorithms and UI work will significantly improve it. While many wait for companies like Neuralink to create a brain-computer interface for the modern era, Cognixion has already done so for a group of people who have much more to gain from it.
You can learn more about the Cognixion One headset and sign up to receive the latest at its site here.
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Assistive technologies will be a $26 billion dollar market, and investors are only now addressing it
Rohan Silva is obsessed with social mobility and why certain groups are so under-represented in the technology industry.
He co-founded Second Home, a coworking space looking to bring together disparate civic-minded, cultural, creative and commercial entrepreneurs at sites in Lisbon, London and (now) Los Angeles, and he has spent years examining how gender, race and class impact access to technology as a now-reformed politician. Throughout that work though, one area that he says he overlooked was accessibility and entrepreneurship focused on people with disabilities.
“At Second Home, we pride ourselves on having a diverse community. I can count on one hand the number of founders with disabilities we have in our community, so there is definitely something going profoundly wrong,” Silva says.
Enlisting the help of the European venture capital fund Atomico, Silva has set up a micro-investment fund of £100,000 to tackle the problem.
“It’s a large amount compared to what I have and a small amount compared to most venture capital funds,” he explains. “The much bigger prize here is the ability to fund technologies that have the opportunities to improve the lives of people with disabilities.”
Silva isn’t alone. Organizations like Not Impossible Labs, a Los Angeles-based company, and startups like OrCam Technologies, eSight, B-Temia, Kinova Robotics, Open Bionics, Voiceitt and Whill are harnessing technology to bring solutions to people with disabilities across the world.
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Official emoji debut for disabled folks, service dogs, waffles and more
A gaggle of new emoji have just been approved by the Unicode Consortium, meaning they’ll be standard across any platforms that choose to support them. This batch includes some much-needed representation for people with various disabilities, new animals from guide dogs to otters, food and many more objects.
Folks with disabilities get a nice variety of new emoji, though of course these aren’t exhaustive (for example, how do you represent a learning disability or mental illness?). Still, Apple’s proposal for the new emoji points out the necessity of, for example, having both mechanical and manual wheelchairs:
The type of assistive technology that is used by individuals is very personal and mandated by their own disability need. For someone who cannot self-propel and therefore uses an electric wheelchair, it would not be realistic to only show a manual chair. For those who can use a manual version, it would not be realistic to insinuate that they have less mobility than they do. Therefore, these should be seen as two totally separate forms of assistive device.
These images, as usual, are only samples; the final emoji that will be used depend on your device or service. However, since Apple proposed these ones and they are of course a popular platform for emoji use, you can probably expect these to be very like the final ones.
There are lots of other useful things added as well. Guide and service dogs; otters and flamingos; some tasty food like waffles and butter (my breakfast can now finally be represented accurately); and some items particularly relevant to Indian users — a sari, diya lamp and tuk-tuk.
Adding support for people of different colors and genders, including non-gendered imagery, has been an ongoing process for the last few years. The latest addition is a pair of non-gendered people holding hands, with the full set of color variations. Expect more along these lines; other proposals have been made but haven’t yet been finalized.
You can browse the full list of new emoji here; expect them to be added to your favorite messaging app after a handful of months once art and code updates are final.
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Student’s iDentifi app puts object recognition in the hands of the visually impaired
For someone who is blind or partially sighted, everyday tasks can be a pain — choosing the right can from the pantry, for instance, or picking up the right book from the table. A smartphone could help them with this kind of problem, of course, if it knew how to identify objects and describe them to the user — and that’s precisely what a 12th-grade student from Toronto has made… Read More
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Nine-year-old boy prints a mechanical hand for his teacher
Calramon Mabalot is a pretty wild kid. He likes 3D printing and, along with his brother, he builds lots of cool projects – including a mechanical hand for a local teacher he met while building 3D projects. In an interview with 3DPrintingIndustry, Mabalot described how he designed and built a prosthetic hand complete with full articulated fingers.
Why did he want to build a 3D-printed arm? Read More
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