Defining AAA-level accessibility content requirements for a new eCommerce site

 How an AAA-compliant content strategy created an eCommerce site for everyone.

 
Screen Shot 2017-06-11 at 6.01.24 PM.png

Role: Associate Director, Content Strategy

Agency: POSSIBLE

Client: PVH

 

The challenge

PVH, one of the largest global apparel companies, and home to brands including Tommy Hilfiger and Calvin Klein, planned to launch an adaptive clothing brand in 2018. As an adaptive brand, PVH committed to WCAG 2.0 AAA-level content accessibility — the highest standard, affecting all content.

Working with team members of all disciplines, I led content accessibility for our pitch.

 

The solution

As the content strategist on the pitch, I needed to:

  1. Explain the technical details to support the amount of strategic, creative, and developmental work — and costs — to succeed and be fully compliant

  2. Infuse the prototypes and proposals with valid accessibility features

 

AAA accessibility requirements

Accessibility standards effect everything.

  • All text

  • All use of color

  • Website development methods and technology

  • Mobile use and features

For the pitch, I created one-page overviews for each part of our site designs to explain the AAA-level accessibility requirements for each:

 

The prototypes

As the UX lead and creative director began sketching, I reviewed sketches and added accessibility instructions and features that would become part of the UX and UI:

Screen Shot 2017-10-08 at 8.17.32 PM.png
 

Messaging architecture and copy

As the design and development teams began creating prototypes, I worked with my senior copywriter. For each prototype, I pulled source content and called out what the final copy would need -- from ideas on voice to how accessibility requirements would affect copy. (Luckily, she and I had already worked on three large projects together, so our short-hand communication was well-developed!)

Screen Shot 2017-10-08 at 8.21.36 PM.png
Screen Shot 2017-10-08 at 8.21.59 PM.png
 

The results

PVH loved the experience and the inclusive, specific accessibility features included. POSSIBLE was awarded the $1M contract to launch Tommy Hilfiger’s adaptive brand based on our deep and specific accessibility knowledge and planning.