Everyone is a potential consumer – but, it is your job to provide them with experiences that can be equally accessed. Now more than ever, it is critical for organizations to meet accessibility standards. Not only to capture the one-quarter of U.S. population living with a disability, but to improve the overall quality and inclusivity of your digital experiences. Mark Lapole, Lead Product Manager of Accessibility at eBay, discusses how the ecommerce retailer designed, tested and launched a comprehensive accessibility program with real users in real-world scenarios.

1. Accessibility Is More Than
a Compliance Checkbox
eBay’s Secrets to Building
Experiences for All Users
Mark Lapole
Lead Product Manager of Accessibility, eBay
Hamish Sherlock
Director of Solution Consultation,Applause

2. 2
Today’s Agenda
1. Intro toApplause
2. The Benefits of Accessibility
3. Promoting a Culture Shift
4. Building to Scale
5. Next Steps for Accessibility

3. 3
MARK LAPOLE
Lead Product Manager, Accessibility
HAMISH SHERLOCK
Director of Solution Consultation

4. 4
Applause harnesses the power of the world's largest community of vetted, digital professionals to
create custom teams that provide you with a full suite of testing and feedback solutions. Our white-
glove approach enables leading brands to get closer to their customers, increase development velocity
and deliver high-quality digital experiences to their customers.
Powering Today’s Digital Leaders

5. EXPAND YOUR TARGET AUDIENCE
Brands with inaccessible apps and websites are losing out
on a tremendous amount of opportunities by blocking out
such a large segment of the world’s population.
AVOIDING LEGAL COMPLICATIONS
Inaccessible experiences come with legal ramifications.
There were more than 10,000 ADA lawsuits filed in 2018
alone – a 34% increase from the prior year.
Broaden Market Penetration and Avoid Legal Complications
5
15%
Of World’s
Population
92%
OfThat Population
Own Devices
Size of Disabled Population with Devices
Among the 15% of the world’s population that is disabled, 92%
own either a tablet or smartphone.
World Health Organization & Rehabilitation Engineering Research Center

6. TEAMS FAMILIAR
WITH ASSISTIVE
TECHNOLOGIES
Using the same input devices
and screen readers used by the
disabled population
Ensure Your Websites and Apps Are Digitally Accessible
6
ASSESSMENTS
AGAINST WEB
STANDARDS
Expert-led assessments test
compliance against key
standards likeWCAG 2.1,
UAAG 2.0, Section 508
BEYOND AUTOMATED
SCANNERS
Real perspectives and input on
the user experience, not just
pass/fail info
REMEDIATION
RECOMMENDATIONS
Applause will detail the line of
code that’s causing the failure
and make suggestions on how
to address the issue

7. Where
Applause
Can Help
Ensure Accessible Design
• Ongoing assessments as developers change code in pages
• Training and knowledge transfer to build accessible design into future versions
Risk Mitigation
• Site-wide assessments to document current compliance or level of risk
• Proactively avoid legal issues and litigation by ensuring compliance with
and regulations
7

8. Executive Summary:
Provides a high-level overview of what was tested, what tools were
used, results, and recommended next steps
Recurring Issues:
Outlines common issues that were discovered in the digital property
along with the corresponding guidelines that failed
Pages Tested and Marked Failures:
List of failures across each tested page
Detailed Results Spreadsheet:
Comprehensive details on each failure, including code affected and
suggested remediation steps
Accessibility Report and Details
Spreadsheet
8

9. Applause Provides A Key Blend Of Expertise And Customer Perspectives
9
In-House
Automated Scanners
Contractors
Why Applause
1. Expertise - Dedicated accessibility expert on each project brings broad
industry and platform knowledge
2. Real Devices and AssistiveTechnologies -Testing from the same perspective
as your end-users
3. HumanTouch -We don’t just list the failure, we detail and explain the impact
to your customers’ experience
4. Best Practices - Incorporate accessible design into future code updates
5. White Glove Service -Tell us your requirements and objectives and we take it
from there
“When we brought in Applause for Accessibility testing, they were the MVP for the entire process. We never would
have been able to get the testing done that was required without them”
Director of Global eCommerce, Global Retailer and Fashion Brand

10. Trusted By Leading Brands Across Every Vertical
10
Retail QSR Media Transportation Communication Software Financial Travel Health CareConsumer

11. Promoting Culture Shift
11
Shifting the mindset to prioritize accessibility
• Executive/Leadership support
• Established partnerships within the company
• Regular communications (internal)
• Include accessibility in processes
• Constant evangelism, education and training

12. Prioritize Work
• Who gets our focus
• Internal tools
• High visibility projects
• Customer issues
• Time is precious
Be Responsive
• Teams know where to come
• Create an approachable environment
• Set a standard for responding (e.g. 24hrs)
• Open to impromptu conversations
• Leverage more than just email
Building to Scale
12

13. User Research & Testing
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• Third party validation
• Partner with User Research team
• Engage with community groups
• Don’t forget your audience
Mandate that our testing partners include staff of people with
various disabilities. Seek out opportunities to get more users
involved.

14. Why eBay Chose Applause
The Crowdtesting Difference
14
Small Internal
Team
Experience
Across Web &
Mobile
3rd Party
Validation
Real Testers
with
Disabilities
Extension of
OurTeam

15. Initial Reactions & Ongoing Results
15
• Initially viewed as a checkbox
• Grown into a competitive differentiator
• We run tests on a ad-hoc basis
• Quarterly regression audits
• Critical part of our design, development and testing processes

16. Overall Experience With Applause
16
The quality of testing done by Applause is some of the best I’ve
come across in this space. Also, their flexibility and willingness to
adapt to changing needs makes them a great partner!”
“
MARK LAPOLE
Lead Product Manager, Accessibility
Productive Collaborative Positive
Nimble &
Agile
Great
Partnership

17. The Bottom Line
If there are ways we can improve,
Applause will help find them.
• Feedback found quickly
• All issues found are met with
remediation recommendations
• Issues integrated into our own
JIRA system
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18. Next Steps for Accessibility
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Disabilities do not change,Technology does
• ~19-20% of Population live with (or will develop) some type of disability –
permanent, temporary, situational
• Risk of excluding 1 out of 5 visitors to your site?
• Mobile & Desktop reaching parity with disabled population
• Introduction ofVoiceOver on iPhone was an enormous step forward
• Increase in assistive technologies (AT)
• Previously clunky, continually improving, becoming more mainstream