Accessible web design is crucial for creating equal access to the internet for everyone. While numerous guidelines and standards exist to promote accessibility, it is often of low priority among professionals and unfortunately many websites remain inaccessible to people with disabilities. Accessible web design is often seen as a checkbox task, believed to decrease usability for people without disabilities, to result in less attractive designs, and be economically challenging to justify. Previous research has disproved some of these beliefs by demonstrating that accessible design enhances usability for all users. However, there remains a gap in research regarding the economic incentives associated with accessible design. Therefore, this thesis aimed to investigate the impact of accessible web design on purchase intentions and customer experience. This was done by evaluating and redesigning an existing website for accessibility and subsequently conducting comparative testing between the two versions of the website. The comparative testing consisted of A/B and user testing. Purchase intention was measured using statements derived from prior studies, alongside statements measuring concepts related to purchase intention. Furthermore, the customer experience was assessed using the After Scenario Questionnaire (ASQ), the System Usability Scale (SUS), and conducting user interviews. The results show that accessible redesign positively influences purchase intentions and indicate that one possible primary contributor to this is an increase in information quality on the website. The customer experience showed no significant differences between the two versions, although user interviews revealed a small rise in user preference for the more accessible version. In conclusion, this study shows that a redesign with a focus on accessibility increases user intentions to purchase while at the same time not decreasing the customer experience on the website. Hopefully, these results can contribute to creating a more accessible web for all users.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-225486 |
| Date | January 2024 |
| Creators | Lindgren, Emmy |
| Publisher | Umeå universitet, Institutionen för datavetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | UMNAD ; 1455 |
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