grocer Makes Sure its Digital Platforms Are Fully Accessible to Blind
Consumers
JUNE 4, 2018 11:11 AM
Peapod, the Chicago-based ecommerce grocer’s mobile app and website now
comply with regulations under the Americans With Disabilities Act (ADA),
adopted into law in 1990 to ensure equal opportunities for all people
with disabilities, in an effort to better serve customers with
disabilities. The U.S. Department of Justice confirmed on May 11 that
the retailer has fulfilled its commitment to making its consumer
interfaces accessible to all consumers.
For assistance with the process, Peapod enlisted My Blind Spot, a
company that helps organizations integrate inclusive digital design into
their culture, processes and technical infrastructures.
“We were thrilled when Peapod came to us to assist with this project,”
said Albert J. Rizzi, founder and CEO of My Blind Spot, a New York-based
organization that promotes equality and accessibility for the blind and
visually impaired. “Many companies don’t take the time and effort to
truly understand the needs of all their consumers, and it was clear to
us through working with Peapod that they really care about each and
every one of their customers having the best experience possible,
regardless of their abilities.”
During the process, the Ahold Delhaize USA subsidiary used blind
accessibility testers to improve the experience. Brian Fischler, a blind
Peapod shopper who also co-hosts That Blind Tech Show, lauded the
changes, noting that the app is now completely accessible via VoiceOver,
Apple’s screen-reading software that increases accessibility for blind
and low-vision users, as well as those with dyslexia.
“Some of my favorite features include VoiceOver announcing your updated
cart total, being able to easily add items you forgot to your upcoming
order, and the entire checkout experience,” he said.
The Peapod app is available on play store and is also accessible for
Android-device users through TalkBack, the operating system’s default
blindness assistant technology. For desktop applications, Mac users have
access to VoiceOver, while Windows users can take advantage of a variety
of assistive technologies, including JAWS, NVDA, Cobra and more, as well
as assistive utilities provided by the Windows operating system.
More than half of the online grocer’s orders come through a mobile
device, said Tim Franklin, VP of ecommerce development at Peapod, a fact
that made it clear to the e-grocer that it needed to start improving
accessibility through its app. Following that, it “completely recreated”
its website and desktop shopping experience.
“Our question is always ‘how do we make this easier for our current
Peapod shoppers and also for potential customers?’” Franklin noted,
adding that “the updates are geared to serve a diverse group of
customers and hope to eliminate any barriers they might face.”
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About Nelson Régo
Nelson Régo is the owner and founder of the Cool Blind Tech website
since November of 2012. Nelson launched the first show on March 14,
2013. He also directs the website as a whole, hiring staff, originating
new shows, and approving all content.
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David Goldfield, Assistive Technology Specialist WWW.David-Goldfield.Com