Defining the audience Meet your users, then meet their needs.
Persona analysis always plays a major role in any project. It makes for a strong, strategic foundation by establishing who'll be using a website, when and why.
In Scope's case, the research phase uncovered that information will be most powerful for these audiences when It's segmented according to each group's particular needs.
Put plainly, a broad-stroke approach just wouldn't work. The site has to tailor content so that it's immediately applicable to the unique audiences: early years, kids and teens, adults and seniors.
This approach helps users find the relevant information faster, stops them from sifting through unnecessary content, and ensures that Scope can speak directly to its audiences in the most appropriate tone.
Accessibility and WCAG Beautiful, accessible design aesthetics.
Some agencies may shy away from WCAG, but we're all about embracing accessibility.
The Scope website is Level AAA in most parts, and Level AA where AAA was not possible. We rigorously tested countless aspects of the site to meet the guidelines, including font size and usage. We also used contrast checkers to meet guideline 1.4.3 Contrast (Minimum).
Custom icons designed for accessibility
After testing, we took some steps to minimise confusion for locating pages. For example, the location page is a sub-page of the About Us section – rather than Contact Us – and the links to it in the icon panel were not replicated in the main navigation.
The Scope site uses various techniques to create a better experience for potential users with dexterity issues. All pages on the site can be made smaller or larger, using the A+ and A- buttons that hover on the top right corner of the site. The resizing corresponds to the guideline 1.4.4 Resize text, for Level AA compliance.
We also ensured that all buttons are large enough to minimise mouse precision when trying to click them. While not specific to WCAG, we consider it a best practice consideration because it provides for a better experience.
We improved some key areas of the site to ensure that people using screen readers have the best experience possible.
A screen reader will audibly tell the user when a field is mandatory, rather than just reading out an asterisk. We modified the HTML on the site to enable a screen reader to recognise mandatory fields. The changes also mean that a screen reader can provide a description of the captcha field, with instructions on how to fill it in.
Another feature we implemented for screen readers is consistent terminology. For example, all versions of 'contact' were changed to 'contact us' to maintain the common use of this term.
On the homepage, we improved the 'Read more' links for screen reader users too. When a user hovers over these links, the reader says the name of the section they are choosing to read more about.