Welcome to Brilliance@Work, a series of profiles about stellar marketing professionals and their best practices at work. During the next couple of months, we’ll feature market research experts.
Help your organization transform the value they create for customers, employees and other key stakeholders by providing accessible digital experiences for everyone, like they aim to do at United Airlines. Breanne Abo is Senior UX Researcher at United Airlines. She’s also a presenter at The Market Research Event (TMRE) on Nov. 5-7, 2019 at The Mirage Hotel in Las Vegas, Nevada.
As a preview to her presentation, Breanne shares her perspectives on “The Role of UX in Creating Digital Experiences for All.”
Peggy L. Bieniek, ABC: How can digital accessibility help shape an organization’s future success?
Breanne Abo: As digital experiences become more and more focused on allowing people to engage with an organization or brand in a personal way, it is critical for companies to ensure these experiences reach as many customers as possible. I believe there is no better way to build trust and loyalty in a customer base than to make people feel heard, seen and acknowledged. In order to serve and reach the greatest amount of customers, you have to ensure your products and services are accessible to all customers.
PB: How did the Digital Accessibility Task Force help transform or contribute to United Airlines’ culture?
BA: When we began the Digital Accessibility Task Force at United Airlines we already had passionate employees, working hard to provide digitally and physically accessible experiences to our customers. Since forming the task force, we have been able to come together to learn from our experiences working in the space and working together on additional ways to continue to serve all customers. One of the most important aspects of the task force has been to bring heightened awareness to the importance of this work and creating new advocates within our teams. In order for digital accessibility to be successful, it has to be integrated in the daily work of everyone.
PB: How does this transformation help tell a compelling marketing story?
BA: Making meaningful personal connections with customers is critical for companies and organizations. Making accessible products is one of many ways that you can say to our customers of all abilities that we understand you are an important contributor to our company’s story and success.
PB: What will people gain from your conference presentation?
BA: At our presentation, my co-worker and I will be sharing our experience as part of the Digital Accessibility Task Force at United Airlines. We hope to provide tips for how you can bring more awareness to accessibility work in your organization, no matter how far along you are in your efforts, as well as provide examples from recent success stories from United. Most importantly we will share the sentiment that accessibility is not an end point or a check box to complete; it is an ongoing journey that we invite you and your organization to take in order to provide meaningful experiences to all users.
Want to hear more from Breanne? Join us at The Market Research Event (TMRE). Learn, network and share best practices with the most influential leaders in market research. Stay connected at #TMREVENT.