Global Mobile: Accessibility & Launch Success

Launching a mobile product is tough. But launching one that’s accessible to everyone, regardless of ability or language, requires a whole new level of planning. Our content includes case studies analyzing successful (and unsuccessful) mobile product launches, technology with a focus on accessibility and localization. Are you ready to ensure your next app resonates with a global audience and complies with regulations like the Americans with Disabilities Act (ADA)? Let’s get started.

1. Define Your Target Audience (Globally)

Before even writing a single line of code, you need to understand who you’re building this app for. It’s not enough to say “everyone with a smartphone.” Go deeper. What are their needs? What languages do they speak? What are their cultural norms? What disabilities might they have that impact how they use technology?

Pro Tip: Create detailed user personas that include accessibility and localization considerations. For example, instead of just “Sarah, 25, college student,” you might have “Sarah, 25, college student with low vision, prefers using a screen reader, speaks English and Spanish.” This will help you make informed decisions throughout the development process.

We’ve found that using a tool like UserForge can be a great way to document and share these personas with your team.

2. Accessibility Audit and Planning

Accessibility isn’t an afterthought; it’s a foundation. Conduct a thorough accessibility audit of your existing design and code (if applicable). Identify potential barriers for users with disabilities. This includes things like:

• Visual impairments: Is your color contrast sufficient? Are your fonts legible? Do you provide alternative text for images?
• Auditory impairments: Do you provide captions for videos? Is your app usable without sound?
• Motor impairments: Is your app navigable with a keyboard or switch control? Are your tap targets large enough?
• Cognitive impairments: Is your language clear and concise? Is your app easy to understand and use?

Common Mistake: Assuming that accessibility is just about screen readers. It’s much broader than that. Think about all the different ways people interact with technology.

A great resource for accessibility standards is the Web Content Accessibility Guidelines (WCAG). Aim for WCAG 2.1 AA compliance at a minimum.

3. Choose the Right Technology Stack

Your choice of technology stack will significantly impact your ability to create an accessible and localized app. Some frameworks are more accessibility-friendly than others. For example, React Native offers excellent accessibility APIs, but you still need to use them correctly. Similarly, for localization, consider frameworks and libraries that support internationalization (i18n) and localization (l10n) out of the box.

Pro Tip: Research the accessibility and localization features of different frameworks before making a decision. Don’t just choose the most popular one. Choose the one that best meets your needs.

4. Implement Accessibility Features

Now comes the hard work: implementing the accessibility features you identified in your audit. Here are some key areas to focus on:

1. Semantic HTML: Use semantic HTML elements (e.g., <article>, <nav>, <aside>) to structure your content logically. This helps screen readers understand the relationships between different parts of your app.
2. ARIA attributes: Use Accessible Rich Internet Applications (ARIA) attributes to provide additional information about the roles, states, and properties of elements. For example, you can use aria-label to provide a descriptive label for an icon button.
3. Keyboard navigation: Ensure that all interactive elements are reachable and operable with a keyboard. Use the tabindex attribute to control the focus order.
4. Color contrast: Use sufficient color contrast between text and background. Aim for a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text. You can use a tool like the WebAIM Color Contrast Checker to verify your contrast ratios.
5. Alternative text: Provide descriptive alternative text for all images. This allows screen reader users to understand the content of the image.
6. Dynamic content: Make sure that dynamic content updates are announced to screen readers. You can use ARIA live regions to achieve this.

Common Mistake: Forgetting to test your app with actual screen readers. Automated testing tools can only catch so much. Real user testing is essential.

5. Plan for Localization from the Start

Localization isn’t just about translating text. It’s about adapting your app to the cultural norms and preferences of different regions. This includes things like:

• Date and time formats: Use the correct date and time formats for each locale.
• Currency formats: Use the correct currency formats for each locale.
• Number formats: Use the correct number formats for each locale (e.g., decimal separators, thousands separators).
• Measurement units: Use the correct measurement units for each locale (e.g., metric vs. imperial).
• Imagery: Use images that are culturally appropriate for each locale.
• Right-to-left (RTL) support: If you’re targeting languages that are written from right to left (e.g., Arabic, Hebrew), make sure your app supports RTL layouts.

Pro Tip: Use a localization management platform like Lokalise or POEditor to streamline the translation process. These platforms allow you to easily manage your translations, collaborate with translators, and integrate with your development workflow.

6. Implement Localization Features

Here’s how to put your localization plan into action:

1. Externalize strings: Store all of your app’s text in external resource files. This makes it easy to translate the text without modifying the code.
2. Use a translation framework: Use a translation framework to handle the retrieval and formatting of localized strings. Many frameworks provide built-in support for i18n and l10n. For example, in React, you might use the react-i18next library.
3. Handle plurals correctly: Different languages have different pluralization rules. Make sure your app handles plurals correctly for each locale.
4. Test your app with different locales: Thoroughly test your app with different locales to ensure that everything is displayed correctly.

Common Mistake: Hardcoding text in your code. This makes it incredibly difficult to localize your app later on.

7. Accessibility Testing

Testing is crucial. Here’s what I recommend:

• Automated accessibility testing: Use automated testing tools like axe DevTools to identify common accessibility issues.
• Manual accessibility testing: Manually test your app with a keyboard, screen reader, and other assistive technologies.
• User testing with people with disabilities: Get feedback from real users with disabilities. This is the most valuable form of testing.

We had a client last year who launched an app without proper accessibility testing. After launch, they received a flood of complaints from users with disabilities, and they were forced to spend a significant amount of time and money fixing the issues. Don’t make the same mistake.

8. Localization Testing

Localization testing is just as important as accessibility testing. Here’s what you need to do:

• Linguistic testing: Verify that the translations are accurate and grammatically correct.
• Cosmetic testing: Verify that the text is displayed correctly in each locale (e.g., that there are no text overflows or incorrect character encodings).
• Functional testing: Verify that all of the app’s features work correctly in each locale.

9. Case Study: “Global Eats” (A Fictional Success Story)

Let’s look at a hypothetical case study. “Global Eats” is a food delivery app launching in Atlanta, GA, targeting a diverse population including large Spanish, Vietnamese, and Mandarin speaking communities.

Timeline:

• Month 1-2: Extensive user research, creation of detailed personas (including accessibility needs), selection of Flutter for cross-platform development due to its accessibility features.
• Month 3-4: Development of core features, implementation of accessibility features (ARIA attributes, keyboard navigation, color contrast), string externalization for localization.
• Month 5-6: Translation of app content into Spanish, Vietnamese, and Mandarin using Weglot. Testing with native speakers.
• Month 7: Accessibility testing with users who are blind and visually impaired. Adjustments made based on feedback.
• Month 8: Launch in Atlanta, GA.

Results:

• App received positive reviews for its accessibility and localization features.
• User engagement was significantly higher among Spanish, Vietnamese, and Mandarin speakers compared to competitors.
• The app was featured in a local news article about accessible technology.

Global Eats proves that investing in accessibility and localization from the start can lead to significant business benefits.

10. Ongoing Maintenance and Updates

Accessibility and localization are not one-time projects. They require ongoing maintenance and updates. As you add new features to your app, make sure that they are also accessible and localized. Regularly review your app’s accessibility and localization features to ensure that they are still meeting the needs of your users.

Pro Tip: Create a style guide that includes accessibility and localization guidelines. This will help ensure that all of your developers are following the same standards.

11. Legal Considerations (Georgia Specific)

Here’s what nobody tells you: Accessibility isn’t just about being nice; it’s often the law. In Georgia, the Americans with Disabilities Act (ADA) applies to many businesses, including those with a physical presence and, increasingly, their online offerings. While there isn’t a specific Georgia statute focused solely on mobile app accessibility, failing to comply with the ADA can open you up to lawsuits filed in places like the Fulton County Superior Court. Additionally, for government entities, the Georgia Technology Authority provides guidance on accessible technology procurement.

I had a client who owned a small business in the West End. They thought the ADA only applied to the physical store. After a lawsuit, they had to make substantial changes to their website and app to comply with accessibility standards. The lesson? Don’t wait until you’re sued to take accessibility seriously.

By prioritizing accessibility and localization, you’re not just building a better app; you’re building a more inclusive world. It’s about reaching a wider audience and ensuring that everyone has access to the information and services they need. Start small, iterate often, and always listen to your users. Instead of treating this as an obligation, why not look at it as an opportunity to stand out from the competition? Also, don’t fall for mobile product myths, which can lead to costly mistakes. For beginners, it’s important to understand app dev accessibility and localization.