Closing the gap on digital inequality

The pandemic highlighted the need for digital equality for the population in many ways. On the one hand, access to public services and information has been enhanced as the public sector further embraced the shift to online. On the other, accessibility gaps and challenges came into sharper focus as the need to reach all — not just most — citizens and communities became even more mission-critical.

The COVID-19 pandemic especially underscored the need to uniformly deliver accessible information and services, whether digital or physical. Given the time sensitivities, rapid infection rates, border closures and isolation requirements, effective management of public safety relied heavily on digital platforms.

The lessons of the pandemic have taught us that for people without the financial means, digital or linguistic skills, or access to high-speed internet, engaging with digital government can be out of reach when it matters most.

Public sector snapshot

Even in Australia, where digital accessibility standards are a major focus, the issue of equitable access is clear. Utilising a Digital Government Accessibility Index, Adobe identified and analysed how Australian Government public-facing websites are serving specific communities, including older people, First Nations communities, people whose first language is other than English and those who are financially disadvantaged.

The Adobe Digital Government Accessibility Index was a study conducted from April to June 2022. It assessed 79 government websites across a combination of qualitative and quantitative metrics, data from third-party tools and audit methodologies developed from Adobe’s experience guiding government agencies with equity initiatives. Quantitative data ranked site features such as performance, speed, SEO and functionality across devices. Users also ranked government websites across numerous qualitative metrics including relevancy of information, readability and language, demonstration of value, navigation, application velocity, digital self-service capabilities and overall customer experience.

According to this research, 40% of Australian citizens are impacted by a digital need not being adequately met. This includes a lack of mobile applications for four million Australians who are mobile-only users. Only 4% of government websites offer content in multiple languages, and 25% of government websites have digital forms or signature options.

While many agencies have invested heavily in mobile capability, there is still much work to be done in other areas of inclusivity, language, site speed and creating tailored experiences. Put simply, without dedicated efforts to make digital services for everyone, citizens will be left behind.

Mainstreaming digital inclusivity and accessibility

The first Australian Digital Inclusion Index was published in 2016, revealing a stark gap in access to digital technology and experiences. Today, digital access remains a challenge, particularly for the disability community.

From a public sector perspective, it is imperative to consider the pathways to digital inclusion and embed them within planning and policy. At its core, this includes how to deliver an experience to everyone based on who they are and their individual preferences.

This also affects many citizens. For example, approximately 15% of the world’s population live with a disability, according to WHO. Almost all of us will at some point face living with a disability, whether we were born with one, develop one as we age or through an accident, injury or illness.

However, one challenge in creating personalised and inclusive digital experiences is how we perceive ‘disability’ and ‘accessibility’. It is often through the distorted lens of privilege and limited in scope, whereas it should account for a diverse spectrum of needs.

Many designers may not have the lived experience of disability or linguistic diversity; therefore, inclusivity awareness and education must be built into the design process. This is achievable through consultation and ‘co-designing’ with stakeholders and advisory committees representing all parts of the population.

Adobe has worked with global accessibility standards organisations including W3C Accessibility guidelines and ETSI) over the last 15 years and collaborates with other technology companies to help ensure the guidelines are feasible, harmonised and implementable.

Inclusive design is about experimentation and user testing in both online and physical realms. Ultimately, the goal is to create a seamless experience for all citizens along the user journey.

How do we create digital social equity?

The Australian and New Zealand public sectors have a good track record for digital accessibility and are committed to improving the inclusivity of their service design in digital and real-world environments. These efforts can drive better engagement and citizen outcomes.

Adobe research found a high correlation between platforms with inclusive design and high usage numbers. So, for the efficacy of service delivery or ‘leaving no citizen behind’, digital accessibility and inclusivity are key.

In envisaging higher-order metrics for government and reframing the inclusion conversation, Adobe has identified end-to-end mapping and measuring the citizen journey and digital inclusivity as vital to success.

To establish a digital social equity initiative, Adobe recommends three focus areas for public sector agencies:

• Experience: Enable Equitable Digital Service Delivery. Design experiences that citizens of all backgrounds can access and use necessary services equitably.
• Data and technology: Ensure technology readiness. Activate technology and data to unlock citizen preferences, address barriers to access and deliver equitable experiences.
• Operations and metrics: Commit to measuring and furthering digital equity. Align internal strategy and success metrics to measure and improve experiences for underserved citizens.
   

Many governments are pursuing the goal of becoming world leaders in the digital economy. However, to achieve this, everyone must have access to public sector services through their channels of choice and have access to the support they need. And being able to reliably access important information can engender trust, something for which every government strives.

Image credit: ©stock.adobe.com/au/Kheng Guan Toh