Designing for inclusivity: behind the scenes of British Airways' accessible website
The Airline Digital Accessibility Report reviewed the websites of the 11 largest airlines operating in the UK and rated them in terms of their technical accessibility against Web Content Accessibility Guidelines (WCAG) as well as ease of use for bookings.
Within the report, long-standing Leighton customer, British Airways scored highest among the airlines for its technical accessibility, so we caught up with Dan Benmore, Design System Technical Lead here at Leighton, working with British Airways to help them build and deliver a design system to create consistency across all British Airways’ digital experiences.
Dan and his team at Leighton have played a pivotal role in shaping the accessibility of British Airways’ digital experiences, putting accessibility into everything they do from research through to the development and testing of British Airways’ design system. Handling the technical aspects of the design system, whereas British Airways are responsible for its design, Dan and his team collaborate with British Airways to ensure compliance with accessibility guidelines and to implement inclusivity best practice. As Dan explains: “most things start and end with accessibility”.
Within the design system project, the team are adhering to industry-standard guidelines, particularly WCAG, aiming for AA standard as a minimum, and scoring AAA in some areas. But it doesn’t stop there, as Dan says: “standards only get you so far” and its equally important to consider the usability of accessibility features as well. Whilst meeting WCAG standards ensures that websites are technically accessible, it doesn’t guarantee a positive user experience. Inclusion is paramount. So much so, it’s one of the guiding principles of British Airways’ design system. So, when it comes to navigating accessibility guidelines and standards, its less about ensuring compliance and more about making digital content and experiences usable by as many people as possible, regardless of their abilities or disabilities. At the heart of British Airways’ digital experiences is the mantra “British Airways is for everyone”.
For Dan and the design system team, creating an accessible experience for all users required setting up accessible foundations. This involved addressing aspects such as colour schemes and typography scales and building reusable UI components from there. It’s an ongoing process that encompasses both design and development to ensure a seamless user experience. Evolution, not revolution. Another guiding principle. As Dan explains “constant iteration is key to us staying in line with the most recent trends, technologies and standards”.
Collaboration between the Leighton and British Airways teams has been key to the design system project. Whilst regular catch-ups between designers and developers has helped ensure the design system remains accessible, we’ve worked with British Airways to spread the message company wide. “It’s as much about influencing a culture change as it is about doing the work” Dan explains. As an extension of the British Airways team, we’ve been fortunate to present about accessibility at all-hands days to help spread awareness and foster a culture of accessibility as standard practice.
While having a design system in place is essential for ensuring inclusive, accessible and consistent digital experiences, it’s not a silver bullet to maintain accessibility throughout development. “A design system only gets you so far” explains Dan. Whilst you can produce a bunch of UI components that are accessible, you need to ensure the teams using them are putting them together in a way that maintains accessibility. Producing comprehensive documentation and reviewing code and designs regularly has ensured that every component adheres to accessibility standards in every use.
Dan’s advice for those looking to enhance the accessibility of their websites: “Start using your websites and apps with assistive technologies such as a screen reader or simply navigate your way around only using a keyboard.” Whilst ensuring your website or digital experience is inclusive and compliant can seem like a daunting task, waiting for the perfect plan or the ideal resources can lead to inaction. By taking small steps to experience what it’s like to use assistive technology, you can start to build empathy with people that rely on this technology and find areas to make improvements to your software.
In the current landscape, accessibility is a pressing issue across industries, not just limited to airlines. According to UsableNet’s 2023 Mid-Year Digital Accessibility Lawsuit Report, lawsuits regarding digital accessibility are on the rise, prompting businesses to take the matter more seriously. “Governance is getting tighter" Dan observed, and good faith is no longer sufficient. Whilst complying with accessibility standards is often a legal requirement, it’s also an ethical responsibility. Ensuring usability alongside compliance demonstrates a commitment to genuinely serving all users and not just meeting minimum legal obligations.
In a landscape where digital accessibility is more critical than ever, our success with British Airways serves as a reminder that accessibility is not just a compliance checkbox but a commitment to inclusivity. By combining technical excellence with a user-centric approach, British Airways has emerged as a leader for digital inclusivity.
If you’d like to talk to us about making your digital experiences more accessible, get in touch.
The Airline Digital Accessibility Report reviewed the websites of the 11 largest airlines operating in the UK and rated them in terms of their technical accessibility against Web Content Accessibility Guidelines (WCAG) as well as ease of use for bookings.
Within the report, long-standing Leighton customer, British Airways scored highest among the airlines for its technical accessibility, so we caught up with Dan Benmore, Design System Technical Lead here at Leighton, working with British Airways to help them build and deliver a design system to create consistency across all British Airways’ digital experiences.
Dan and his team at Leighton have played a pivotal role in shaping the accessibility of British Airways’ digital experiences, putting accessibility into everything they do from research through to the development and testing of British Airways’ design system. Handling the technical aspects of the design system, whereas British Airways are responsible for its design, Dan and his team collaborate with British Airways to ensure compliance with accessibility guidelines and to implement inclusivity best practice. As Dan explains: “most things start and end with accessibility”.
Within the design system project, the team are adhering to industry-standard guidelines, particularly WCAG, aiming for AA standard as a minimum, and scoring AAA in some areas. But it doesn’t stop there, as Dan says: “standards only get you so far” and its equally important to consider the usability of accessibility features as well. Whilst meeting WCAG standards ensures that websites are technically accessible, it doesn’t guarantee a positive user experience. Inclusion is paramount. So much so, it’s one of the guiding principles of British Airways’ design system. So, when it comes to navigating accessibility guidelines and standards, its less about ensuring compliance and more about making digital content and experiences usable by as many people as possible, regardless of their abilities or disabilities. At the heart of British Airways’ digital experiences is the mantra “British Airways is for everyone”.
For Dan and the design system team, creating an accessible experience for all users required setting up accessible foundations. This involved addressing aspects such as colour schemes and typography scales and building reusable UI components from there. It’s an ongoing process that encompasses both design and development to ensure a seamless user experience. Evolution, not revolution. Another guiding principle. As Dan explains “constant iteration is key to us staying in line with the most recent trends, technologies and standards”.
Collaboration between the Leighton and British Airways teams has been key to the design system project. Whilst regular catch-ups between designers and developers has helped ensure the design system remains accessible, we’ve worked with British Airways to spread the message company wide. “It’s as much about influencing a culture change as it is about doing the work” Dan explains. As an extension of the British Airways team, we’ve been fortunate to present about accessibility at all-hands days to help spread awareness and foster a culture of accessibility as standard practice.
While having a design system in place is essential for ensuring inclusive, accessible and consistent digital experiences, it’s not a silver bullet to maintain accessibility throughout development. “A design system only gets you so far” explains Dan. Whilst you can produce a bunch of UI components that are accessible, you need to ensure the teams using them are putting them together in a way that maintains accessibility. Producing comprehensive documentation and reviewing code and designs regularly has ensured that every component adheres to accessibility standards in every use.
Dan’s advice for those looking to enhance the accessibility of their websites: “Start using your websites and apps with assistive technologies such as a screen reader or simply navigate your way around only using a keyboard.” Whilst ensuring your website or digital experience is inclusive and compliant can seem like a daunting task, waiting for the perfect plan or the ideal resources can lead to inaction. By taking small steps to experience what it’s like to use assistive technology, you can start to build empathy with people that rely on this technology and find areas to make improvements to your software.
In the current landscape, accessibility is a pressing issue across industries, not just limited to airlines. According to UsableNet’s 2023 Mid-Year Digital Accessibility Lawsuit Report, lawsuits regarding digital accessibility are on the rise, prompting businesses to take the matter more seriously. “Governance is getting tighter" Dan observed, and good faith is no longer sufficient. Whilst complying with accessibility standards is often a legal requirement, it’s also an ethical responsibility. Ensuring usability alongside compliance demonstrates a commitment to genuinely serving all users and not just meeting minimum legal obligations.
In a landscape where digital accessibility is more critical than ever, our success with British Airways serves as a reminder that accessibility is not just a compliance checkbox but a commitment to inclusivity. By combining technical excellence with a user-centric approach, British Airways has emerged as a leader for digital inclusivity.
If you’d like to talk to us about making your digital experiences more accessible, get in touch.
