Part of a content project for Airbnb. Created for Product Content Strategy course, taught by Katrina Schwieterman at University of Washington.
Background
Page: Search results page - Seattle stays
Browser: Chrome
Tools: Voiceover
Methodology: WCAG 2.1
Scope: Page and site structure, images and media, interactions and navigation, words and definitions
Key Results
Overall, several issues regarding page structure and images are unfriendly for those who cannot see the page, while interactions and words are simple and clear defined.
Page and site structure: The accessibility of the results page is sort of unsatisfying. Screen readers reveal that the page title is not descriptive, and while information is present, the order of information is hard to understand, especially for people that cannot see the page. The map and map functions are also useless for those who cannot see. It is difficult for them to browse and find the place they want.
Images and media: The accessibility of images is unsatisfying. One major point of difference for Airbnb results page is the multiple photos, yet for those who need alt text, the screen reader only reads “image”.
Interactions and navigation: Instructions are clear, not relying on visual cues, and labels, link texts, headings are relevant.
Words and definitions: Words are used straightforwardly. The only unusual term “rare find” is explained by a short description when users hover over it.
Issues and Suggestions
a. Order of results undefined and not meaningful
The order of the list of results is not specified. For users with perfect sight, it might be tolerable because they can scroll through or search within the map. However, for those who cannot see the map, the order of the listing is crucial, also because screen readers read through the list one by one, which takes a lot more time. Without understanding the order of information, users would likely feel doubtful about the information found and possibly question the credibility of Airbnb. They would be unsure whether it is what they were looking for.
→ Suggestion: I would suggest adding a “sort by” function, enabling users to customize the order of the results by price or rating. While the order can be “recommended” by default, I suggest explaining the reason behind the default order, such as general popularity or calculated with individual data.
b. Page title undescriptive: "Seattle, middle-dot, stays"
The page title is shown as “Seattle ‧ Stays”, which is read “Seattle, middle-dot, stays” by Voiceover. It is not specified that this is a search result page, and the dates are also absent. If users want to confirm the dates, they have to read the filters which are often overlooked in the beginning. For those who cannot see the page, the undescriptive title is hard to understand and not helpful.
→ Suggestion: The page title should be changed into a descriptive and informative line such as "Search results of Seattle stays for Feb 19 till 20". The purpose and content of the page would be much clearer.
c. Images don't have text equivalent information
For each staying option, there are multiple photos which users can quickly scroll through. However, the alt texts are absent. Voiceover only reads “image”, which is extremely unhelpful for those who cannot see the page.
→ Suggestion: Alt text of each photo should be added. Users should be able to “read” the photos for every photo visible on the page.
Conclusion (why worthwhile to fix this)
Airbnb is known for its friendly brand image. There is even an “accessibility” page on the site that tells people how it is building a more accessible Airbnb, such as emphasizing accessible features for each bnb. On this page, Airbnb gives some tips for guests to search for accessible places and for hosts to support accessibility. The statement reads, “We want to make travel more inclusive and accessible for everyone. This work is never done, but here’s how we’re taking it on so far.” Apparently, Airbnb does put accessibility in mind.
Particularly, I argue that the search results page should be a top-priority. While Airbnb sells stays and experience, in essence it is a platform, and a major function of platforms is to organize information in a helpful and instructive way. Without the ability to find the place I’m looking for, no reservations nor experience will happen. The searching step is a crucial and starting step within the whole user journey, and a more accessible page can definitely increase the overall accessibility of Airbnb. Furthermore, accessibility also perfectly aligns with the friendly brand image of Airbnb, and can thus enhance its brand preference and loyalty among all booking platforms.