This case study showcases AIM Consulting’s work with one of the world’s leading gaming and digital entertainment companies to improve accessibility across their digital eCommerce platform. The client’s complex web development ecosystem created significant accessibility barriers throughout their online platform. Users relying on assistive technologies encountered substantial obstacles when attempting essential tasks like discovering products, completing purchases, and accessing customer support resources.
What AIM Consulting Did:
- Executed comprehensive accessibility audits across 62 web pages using industry-leading tools, including WAVE by WebAIM.
- Performed moderated user research sessions with individuals using diverse assistive technologies.
- Evaluated 37 design system components for compliance with WCAG v2.2 AA standards.
- Identified and prioritized 14 critical blocking issues affecting the primary purchase flow.
- Developed a comprehensive remediation strategy with implementation timelines aligned to regulatory deadlines.
Case Study Contents:
- Business Challenge: Leveling Up eCommerce for Gamers of All Abilities
- Approach: Game-Changing Strategies for Accessibility Implementation
- Results: Unlocking Achievement – Measurable Accessibility Improvements
Business Challenge: Leveling Up eCommerce for Gamers of All Abilities
The client, a global leader in digital entertainment products, faced market constraints and legal exposure due to accessibility barriers throughout their eCommerce platform. Facing increasing regulatory pressure by the European Accessibility Act, the Americans with Disabilities Act, and the Web Content Accessibility Guidelines (WCAG v2.2), the client needed to ensure compliance to maintain operational capabilities in key markets.
Beyond regulatory concerns, customers with disabilities faced substantial obstacles throughout the purchasing journey, creating frustrating experiences that damaged brand loyalty and limited market reach. The client required a comprehensive accessibility strategy that would not only mitigate legal risks but transform their digital experience into an inclusive platform capable of serving all customers regardless of ability.
Approach: Game-Changing Strategies for Accessibility Implementation
To address this challenge, we applied our proven strategic methodology for accessibility compliance, combining thorough technical assessment with user-centered research. We began with comprehensive automated testing using industry-standard tools, including WAVE by WebAIM, to identify accessibility barriers and issues across the site. This technical evaluation was complemented by qualitative and quantitative user research with differently abled users to help us understand real-world needs. Our experts then mapped these findings against critical customer journeys, prioritizing high-impact improvements for the primary purchasing flows.
This dual approach of technical compliance assessment and user experience testing enabled us to develop targeted recommendations that not only ensured WCAG 2.2 AA compliance but also delivered meaningful improvements to the overall user experience for customers using assistive technologies.
The scope of our comprehensive accessibility audit included:
- Evaluating 62 web pages, identifying 7,945 programmatically determined violations and 27,100 total issues needing detailed expert and user review.
- Conducting interviews with six panelists, including individuals with sight impairments, dexterity impairments, and neurodivergent needs, to understand their challenges.
- Assessing 37 design system components that repeat across most pages.
- Identifying 14 blocking issues for users of Assistive Technology in the 25 steps users take to find and purchase a game.
- Highlighting severe non-compliance issues that could impact our client’s business
Results: Unlocking Achievement – Measurable Accessibility Improvements
The comprehensive audit revealed an average compliance rate of 86% against WCAG 2.2 AA standards, with an average System Usability Score of 65% (three points below standard passing grade for consumer applications) and a concerning Net Promoter Score of -33 among users with disabilities. Critical issues, such as inaccessible image naming conventions and autoplay functionality on the home page carousel, rendered key entry points virtually unusable for customers using screen reader technologies.
AIM Consulting delivered a detailed remediation strategy that provided:
- Prioritized recommendations for addressing high-impact accessibility violations that posed immediate legal and business risks.
- Guidance on how to craft a roadmap for achieving full compliance with WCAG standards.
- A comprehensive technical backlog organized to systematically eliminate barriers while establishing sustainable accessibility governance for future development.
By implementing AIM’s strategic recommendations, the client can now mitigate significant compliance risks, including potential ADA penalties of up to $150,000 per violation in the US and fines reaching €600,000 in EU jurisdictions. Additionally, the accessibility improvements will expand their addressable market by creating inclusive experiences for the estimated 25% of U.S. adults living with disabilities, driving increased conversion rates and stronger brand loyalty beyond mere regulatory compliance.
Conclusion
Through this engagement, AIM Consulting transformed the client’s approach to digital accessibility from a compliance obligation to a strategic business advantage. The comprehensive audit and remediation plan mitigated legal risks while positioning the client to capitalize on an expanded market. By establishing accessibility as a core development principle rather than an afterthought, the client is now delivering exceptional experiences to all users while demonstrating AIM’s commitment to technical excellence that drives measurable business outcomes.
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