The one app accessibility metric that matters: 72% of user journeys fail

When we started working on our State of Mobile App Accessibility report, we expected to find some accessibility gaps and areas for improvement. We uncovered a range of issues – from unclear alt text and broken font scaling to a near-universal lack of landscape mode support — as we systematically analyzed 50 popular apps across five key industries using four assistive technologies 

The sheer number of individual issues didn’t necessarily surprise us. However, the collective impact of these seemingly small barriers was jarring. When we considered the entire user journey, a single, disheartening statistic emerged: Nearly three-quarters (72%) of user journeys contained accessibility barriers leading to “Poor” or “Failing” experiences.

This highlights the critical importance of viewing accessibility through the lens of entire user journeys. This single statistic, which we call the One Metric That Matters (OMTM), underscores a fundamental problem in app development: a focus on individual screens and features and a failure to consider the entire user experience. 

In product development, the OMTM is the single key performance indicator (KPI) that best reflects a product's growth. We borrowed this concept and are using it as a benchmark for this report — a measure we hope to track in future reports to gauge progress in digital accessibility over the years. 

[Download the The State of Mobile App Accessibility report]

Why the whole user journey is the ONLY thing that matters

It’s understandable why development teams focus on the accessibility of screens and features — they are the essential components that together create an accessible experience. However, a user doesn’t interact with the contents of a single screen in isolation — they are on a journey. User journeys encompass a series of steps to complete essential tasks within an app. Ultimately, it doesn't matter how many individual screens or components within an app are accessible. If any step along that journey is blocked by an inaccessible element, the app fails its primary purpose. 

Imagine a chain: It's only as strong as its weakest link. If app users can't complete a critical task, the link breaks, and the entire experience fails, causing frustration and exclusion.

Because completing that journey is the only thing that truly matters, digital product builders need to consider how people interact with apps using specific assistive technologies. Based on our study (as shown in the table below), those who rely upon flexible device orientation (landscape or portrait) will encounter an accessibility issue in 94% of their possible journeys across the apps we tested. Meanwhile, those who use screen readers, alternate navigation, and font scaling are also highly likely to encounter problems.

View data table

Illustrating the problem: Examples of accessibility barriers

We validated our quantitative research findings through user testing with Fable, highlighting the real-world impact of accessibility issues. Here are several examples of how one accessibility blocker breaks an app’s user journey:

• The taco carousel — In one food delivery app, a user dependent on the iPhone Voice Control can’t find food categories hidden in a carousel. They are stuck, taco-less, because the app assumes everyone can swipe. And if a food delivery app prevents someone from ordering food, it’s failed in its primary purpose.  

• The fixed device — An adaptive switch user can’t take advantage of an exercise app because her fixed device orientation wasn't supported, completely blocking her from navigating to the fitness routines. And if a fitness app prevents someone from accessing the routine, it’s failed in its primary purpose.

• The missing confirmation — In a shopping app, a screen reader user becomes disoriented and can't confidently complete their purchase because there’s no confirmation that they successfully added items to the shopping cart. And if a shopping app prevents someone from checking out, it’s failed in its primary purpose.

Each of these examples demonstrates how a single accessibility failure can undermine the entire app experience. The apps may have successfully implemented many accessibility features, but one issue can prevent users from achieving the app's primary purpose. 

In our State of Mobile App Accessibility report, we examine the key user journeys of fifty apps across five industries: ordering food (Food & Delivery), watching content (Streaming), making purchases (Shopping), managing transactions (Payments), and exercising (Fitness). 

The solution: Focus on user journeys, not just screens

To create truly accessible experiences, developers and designers must shift their focus from individual screens to the entire user journey. While building and testing accessible components is necessary, continually assessing the holistic user experience is essential.

Here are a few tips to prioritize user journeys:

• Define your OMTM and key user flows: Clearly define the single most important purpose and other essential tasks users must complete within your app. Then rigorously track and measure the success users have in completing those tasks. 

• Test flows with assistive technologies: Navigate each journey using screen readers, voice control, and other assistive technologies.

• Test your app with users with disabilities: Get real-world feedback and invaluable insights for resolving accessibility barriers (working with companies like Fable).

Remember, accessibility isn't just a feature; it's a mindset. Prioritizing holistic user journeys leads to inclusive apps, increased satisfaction, loyalty, and success.

Learn more about digital accessibility 

To learn more, download the full State of Mobile App Accessibility report. And if you’d like help making your app or website more accessible, contact us to set up a free consultation.