Lydia Bazan

The Heart of Engagement: Prioritizing Accessibility and Quality in Content

  • 2 minutes reading time

While the main focus of this course is to provide us with the skills needed to audit and analyze content effectively, I found Module 4 to be especially helpful in guiding the creation of new content within an established strategy. It not only familiarized us with essential practices of accessibility but also demonstrated how simple changes can significantly enhance the quality of content for users.

Q1: What did you read or watch that surprised, delighted or disappointed you? Why?

I thoroughly enjoyed revisiting the Web Content Accessibility Guidelines (WCAG) for writing, despite my primary role being in web design. Collaborating with copywriters to develop or refine content for various projects is a significant aspect of my responsibilities. Whether it involves refining content layout based on suggestions from copywriters or requesting revisions to improve clarity and conciseness, ensuring cohesive collaboration between design and content is essential.

A few of the examples that I found to be translational between designers and copywriters were the use of headlines and keeping content clear and concise. From subheadlines, lists (Figure 1), and graphics (Figure 2) there are multiple ways to help keep content more understandable for users while remaining accessible.

A side-by-side example of showing how the use headings to convey meaning and structure
Figure 1) An example of using headlines to organize content. Courtesy of WCAG.
A side-by-side example of how the use of graphics and concise, listed copy can improve how content is understood.
Figure 2) An example of concise copy with the aid of graphics to keep content understandable and concise. Courtesy of WCAG.

Another perspective I found interesting was the importance of findability and content quality, particularly helping customers solve their problems, with The Cherryleaf Podcast by Pratt Ellis. I have personally experienced trying to navigate and troubleshoot issues I have with services I purchase and have admittedly quit using products due to difficulties with this same issue. It may not matter how great a product or service may be if the content that is meant to support them is tiring and troublesome.

An aspect that I believe deserves attention, which was not explicitly covered in the learning modules, is the importance of making actions within content inclusive for people with disabilities. For example, at my work with T-Mobile, copywriters made the unanimous decision to change a common call to action link on our website from ‘See full terms’ to ‘Get full terms’. A seemingly minor adjustment can significantly enhance inclusivity for all users, regardless of their sight capabilities. Additionally, maintaining consistency in this approach across all content touchpoints reinforces our commitment to accessibility and inclusivity at T-Mobile.

Q2: What was most meaningful for your own career goals? Why?

The modules served as a poignant reminder of the dual importance of content quality and accessibility. However, in a company with high content creation demands like T-Mobile, maintaining consistency across all published content channels can be challenging. Having worked within two separate teams at T-Mobile – display ads and the web team – I’ve observed differing content approaches for similar offers, whether through messaging or design, leading to disjointed user experiences.

Addressing this issue within a large organization may seem daunting, but it is imperative. Encouraging cross-team collaboration and establishing clear content guidelines could potentially mitigate disparities in messaging and design, ultimately enhancing the coherence and effectiveness of our content strategy.

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