We carried out subject matter expert interviews, customer interviews, desk research, survey analysis and a landscape review to give us an in-depth understanding of Vision Australia’s e-commerce service and the complete journey customers with blindness and low vision take to shop online. We evaluated how easy it was to navigate around the online store using our expertise in accessibility standards. Using tree testing and card sorting research methods, we explored how customers preferred to categorise products so that we could understand how to organise the website's content in a way that made sense to the customer.
As accessing essential products and services become more digitised, it is becoming more important to ensure that everyone receives equitable online shopping experiences. By using accessible customer-centric design to recreate their shopping platform, Vision Australia has helped blind and low vision customers enjoy an inclusive and equitable shopping experience that caters to their needs. Not only can their customers purchase essential products more easily and efficiently to improve their quality of life, but the positive shopping experience can also increase their customer’s confidence and sense of an online community.
We created a comprehensive customer retail journey map illustrating the thoughts and expectations blind and low vision customers go through as they shop online. The map highlights painful and delightful moments, which inform both website design improvements and strategic opportunities for Vision Australia to better serve their growing blind and low vision community. We crafted a new website navigation structure based on customer perspective and logic that reflects the unique mindsets of people with blindness and low vision. The refreshed information architecture outlines a website structure that delivers a more cohesive, accessible, and intuitive shopping experience.