How We Would Transform John Lewis's Digital Accessibility
A hypothetical analysis of John Lewis accessibility challenges and solutions for one of the UK's most beloved retailers.
Executive Summary
John Lewis, with its reputation for exceptional customer service and quality, has an opportunity to extend that same excellence to digital accessibility. As one of the UK's largest retailers with significant online presence, ensuring their digital platforms work for all customers isn't just good practice - it's essential business strategy.
With the European Accessibility Act enforcement beginning June 28th, 2025, retailers like John Lewis face potential fines of up to 4% of annual turnover for non-compliance. More importantly, inaccessible websites typically exclude more than 25% of the population from shopping - representing millions of potential customers.
This case study explores how our accessibility services would help John Lewis create an inclusive digital experience while protecting against legal risks and unlocking new market opportunities.
The Current Landscape: Fashion Retail Accessibility Challenges
Fashion retail websites typically face unique accessibility barriers:
Visual-heavy design challenges:
Product images often lack descriptive alt text
Colour-dependent information (size availability, sale indicators)
Complex navigation structures with multiple categories
Video content without captions
Interactive features that may not work with assistive technology
E-commerce specific issues:
Checkout processes that can fail with keyboard-only navigation
Size and colour selectors not always accessible to screen readers
Filtering systems that don't announce changes
Shopping baskets that may not update accessibly
Payment forms with potential label association issues
Mobile accessibility considerations:
Touch targets that may be too small for users with motor impairments
Complex gestures required for browsing
Text that might be too small for users with vision impairments
Auto-playing videos potentially causing sensory overload
Our Hypothetical Assessment: What We Might Typically Find
Based on our experience auditing similar retail websites, here's what we commonly discover:
Critical Issues (Usually Must Fix Immediately)
Product images lacking descriptive alt text
Checkout processes that may fail keyboard navigation
Search functionality potentially not accessible to screen readers
Size/colour selectors that might not provide feedback to assistive technology
Video content often lacking captions and audio descriptions
High Priority Issues (Typically Fix Within 30 Days)
Navigation menus that may require mouse hover
Form labels that could be missing or poorly associated
Error messages that might not identify specific problems
Color contrast that often fails WCAG standards
Page headings that may not follow logical hierarchy
Medium Priority Issues (Usually Fix Within 90 Days)
Filtering systems that might not announce changes
Product comparison tools potentially inaccessible via keyboard
Wishlist functionality that may not work with assistive technology
Live chat widgets that could exclude keyboard users
Store locator maps that are often not accessible
Our Strategic Approach: The TGD Transformation Plan
Phase 1: Emergency Compliance Assessment (Week 1-2)
Immediate Actions:
Complete WCAG 2.2 AA audit of core user journeys
Identify critical barriers preventing purchase completion
Create emergency fix priorities ranked by potential legal risk
Document current compliance status for EAA preparation
Typical Deliverables:
Comprehensive accessibility audit report
Emergency fix roadmap with estimated timeline
Legal risk assessment documentation
EAA compliance gap analysis
Estimated Investment: £995 (Emergency Audit)
Phase 2: Content Accessibility Transformation (Week 3-6)
Alt Text Creation for Product Images: Using our proven methodology, we'd typically transform product descriptions from: ❌ "JL_dress_001.jpg" ✅ "Navy blue midi dress with three-quarter sleeves, V-neckline, and belt tie waist, £89"
Content Optimisation Usually Includes:
Rewriting product descriptions for screen reader clarity
Restructuring category navigation with logical heading hierarchy
Improving form labels and instructions throughout checkout
Creating accessible error messaging and validation
Neurodivergent-Friendly Enhancements Often Include:
Simplifying navigation to reduce cognitive load
Adding progress indicators for checkout process
Implementing clear visual hierarchy
Reducing visual clutter and distractions
Estimated Investment: £2,995 (Content Optimisation + Neurodivergent Design)
Phase 3: Technical Implementation (Week 7-10)
E-commerce Accessibility Improvements Typically Include:
Keyboard navigation implementation for interactive elements
Screen reader compatibility for size/colour selectors
Accessible shopping basket updates and notifications
Mobile accessibility enhancements
Advanced Features Often Added:
Captioning for fashion show videos and product demonstrations
Audio descriptions for visual styling content
Accessible product comparison tools
Inclusive live chat functionality
Estimated Investment: £3,995 (Technical Implementation)
Phase 4: Team Training & Sustainability (Week 11-12)
Comprehensive Team Training Usually Covers:
WCAG 2.2 essentials for all departments
Accessible content creation for marketing teams
Customer service disability awareness training
Developer accessibility implementation workshops
Ongoing Compliance Framework Typically Includes:
Monthly accessibility monitoring setup
Content creation guidelines and processes
Accessibility testing integration into development
Customer feedback accessibility channels
Estimated Investment: £1,995 (Training + Monitoring Setup)
The Business Impact: Potential ROI of Accessibility
Immediate Benefits
Legal Protection:
Help avoid potential 4% turnover penalty under EAA
Reduce risk of accessibility-related customer complaints
Minimise legal risk and potential reputational damage
Demonstrate good faith compliance efforts
Market Expansion:
Potential to reach millions of disabled customers in UK
Access to significant disabled consumer market (estimated at billions annually)
Opportunity to improve customer satisfaction and loyalty
Enhance brand reputation for inclusivity
Long-term Value
SEO and Performance:
Potential improved search rankings (Google favours accessible sites)
Better user experience metrics
Faster page load times from optimised content
Enhanced mobile performance
Operational Efficiency:
Potentially reduced customer service inquiries about website issues
Streamlined content creation processes
Improved team awareness and capability
Future-proofed digital presence
Competitive Advantage
Market Leadership Opportunities:
Potential industry best practice recognition
Customer advocacy and word-of-mouth marketing
Attraction of accessibility-conscious consumers
Investment Summary
Estimated Total Transformation Investment: £9,980
Breakdown:
Emergency Audit & Planning: £995
Content Accessibility Transformation: £2,995
Technical Implementation: £3,995
Team Training & Sustainability: £1,995
Project Management & Coordination: £1,000
Potential EAA Penalty Avoidance: Based on typical retail revenue scales, potential savings could be substantial in penalty avoidance.
ROI Considerations:
One-time investment: £9,980
Potential annual penalty avoidance: Significant
Market expansion opportunities: Access to underserved customer base
Estimated Return: Potentially substantial
Note: ROI figures are estimates based on industry research and typical client outcomes. Actual results may vary.
Timeline & Milestones
Month 1:
Emergency compliance assessment completed
Critical barriers identified and prioritised
EAA readiness documented
Month 2:
Content transformation typically complete
Product accessibility usually dramatically improved
Customer experience generally enhanced
Month 3:
Technical implementation usually finished
Comprehensive accessibility compliance typically achieved
Team training and processes generally embedded
Ongoing:
Monthly monitoring and maintenance
Continuous improvement program
Accessibility leadership maintained
Note: Timeline may vary based on website complexity and organisational factors.
Why Retailers Choose TGD
Neurodivergent Expertise
As someone with ADHD and autism, I bring lived experience to accessibility consulting. I understand how overwhelming retail websites can feel for neurodivergent customers, and how targeted changes can transform their experience.
Retail Experience
Our experience with e-commerce and retail clients means we understand the unique challenges of product catalogs, checkout processes, and customer journeys.
Business-Focused Approach
We don't just aim for compliance - we work to unlock business value. Every accessibility improvement is designed to enhance user experience and potentially improve conversion rates.
Proven Methodology
Our Accessible Marketing approach ensures that accessibility enhancements align with business goals and marketing strategies.
The Broader Impact
Industry Leadership
A major retailer taking comprehensive action on accessibility could position them as industry leaders, potentially influencing the entire retail sector toward more inclusive practices.
Customer Community Building
Accessible design typically benefits everyone:
Parents with pushchairs often appreciate keyboard navigation
Older customers usually benefit from clear contrast and large text
International customers typically value simple language and clear instructions
Mobile users generally enjoy streamlined, distraction-free experiences
Future-Proofing
As the population ages and awareness of neurodiversity grows, accessibility will likely become increasingly important to mainstream consumers.
Next Steps
If a major retailer were to engage our services, the process would typically begin with:
Stakeholder Discovery Call - Understanding business priorities and accessibility goals
Emergency Assessment - 48-hour audit of critical user journeys
Strategic Planning Session - Roadmap development with internal teams
Implementation Launch - Beginning transformation with quick wins
The goal isn't just compliance - it's creating a digital experience that reflects a commitment to exceptional customer service for every customer, regardless of ability.
Contact Information
Ready to explore transforming your digital accessibility?
📧 Email: hello@taniagerard.co.uk
📱 LinkedIn: Connect for consultation discussion
🗓️ Book: Free 15-minute accessibility assessment call
Tania Gerard Digital - Making the digital world work for everyone.
IAAP Certified | TEDx Speaker | ADHD UK Ambassador | Creator of "Accessible Marketing"
Disclaimer: This case study is hypothetical and created for educational and demonstration purposes only. It demonstrates our methodology and approach but is not based on in-depth assessment of John Lewis's website or any formal engagement with John Lewis. This case study is created with respect for John Lewis's reputation as a leading UK retailer known for exceptional customer service.
Personal Statement: As someone who appreciates John Lewis's commitment to customer excellence, I created this case study to showcase how accessibility consulting could potentially enhance an already respected brand. John Lewis's "Never Knowingly Undersold" philosophy and dedication to customer service aligns perfectly with accessibility values, and I would be honoured to work with such an established and customer-focused company.
Important Clarifications:
All accessibility challenges mentioned are typical of large retail websites based on industry research
This case study does not imply any failures, issues, or deficiencies with John Lewis's digital platforms
Investment figures are estimates for strategic consulting services only and actual costs may vary significantly based on specific requirements and website complexity
ROI calculations are examples based on industry research and typical accessibility improvement outcomes
Timeline estimates may vary based on website complexity, organisational factors, and integration requirements
No confidential or proprietary information about John Lewis has been used in creating this case study
This case study does not constitute a formal proposal, quote, or guarantee of services
Professional Intent: This case study is created solely to demonstrate accessibility consulting capabilities and express genuine interest in potentially working with John Lewis to enhance their digital customer experience. Any similarity to actual John Lewis website features, challenges, or initiatives is coincidental and based on general e-commerce and retail industry knowledge only.
Trademark Notice: John Lewis is a registered trademark. All trademark and brand references are used for illustrative purposes only. John Lewis has not endorsed, reviewed, approved, or been involved in the creation of this case study.
The author assumes no liability for any business decisions made based on this hypothetical analysis.