How to design a positive online experience for the Deaf community and people with hearing loss

Drawing from conversations with members of the Deaf community, accessibility testing that we have conducted at Torchbox, and my own experience in learning the beautifully expressive language of BSL, I have explored some ways to create a positive web experience for this user-base.

Some of the issues that the deaf and hard of hearing community may experience, which I will delve into more deeply throughout this blog, include:

• Communication barriers: challenges in environments where the primary means of communication is auditory
• Lack of accessible media: the need for captioning and British Sign Language (BSL) interpretation for video content
• Sparse information about physical access to buildings: the rarity of this information on websites has led to an expectation that all will lack this information

Understanding the current hurdles that this community experiences, and using this to influence our service design, content design and interaction design practices can vastly improve the online experiences of not only the Deaf community and people with hearing loss, but other users too.

Consider the sentence structure of BSL

While it is not essential to present web design content in BSL, drawing inspiration from the components of this visual language may contribute to a more informed and user-friendly design.

BSL uses a very direct sentence structure. Unlike written English, the noun usually comes first, followed by the subject, then the question.

In the example above, “What’s your name?” would be communicated instead using the reversed structure: “Name you what?”. There are also such things as directional verbs (but I will come back to that in another blog!).

How can this knowledge be applied to web design?

Front-load headings

Front-load headings with the most important words first. This mirrors the direct language style of BSL and further improves the scan-ability of information for this demographic in particular, while also benefiting everyone else.

Avoid large blocks of text

Break information into digestible sections and use a clear hierarchy for headings and subheadings. This helps users scan through content, which will increase readability for those people who may have English as a second language and BSL as their first.

Be aware of existing expectations

During recent accessibility testing with London Museum, participants shared that they did not expect the website to have information about physical accessibility to buildings. Information about this accessibility is so few and far between on websites, that this community’s expectation is for all websites to lack this content. In reference to the access information that she was asked to find, a participant with a hearing impairment and who uses a hearing aid, expressed that

“I would have wrongly assumed that [the accessibility information] wouldn’t be there”.

Bring information about accessibility to the forefront

Facilities such as the British Museum, among others, now incorporate Hearing Loops, an assistive listening technology. This system enables the transmission of audio directly to hearing aids, improving accessibility for those who rely on these devices. Offering sign language tours or performances can enhance the accessibility of physical spaces too.

Another emerging technology aiding communication accessibility is Signapse, a generative AI that translates text into sign language. This innovative tech is increasingly found at railway stations, demonstrating a commitment to inclusivity.

While the integration of these assistive technologies marks important progress towards communication equality, it's crucial that information about them is easily findable for potential users. Ensuring that details regarding these accessibility features are easily discoverable not only enhances the experience for broader audiences, but also highlights a venue's dedication to inclusivity. To maximise the visibility of this information, consider prominently placing it within the primary or secondary navigation on your website. This strategy will significantly increase the likelihood that those who can benefit from these features are aware of them.

Use expected terminology

Notably, during accessibility testing with London Museum, users scanned specifically for the word “accessibility” even when this term was intentionally not mentioned by our User Researcher. Make sure to use this keyword, rather than any alternatives, so that users can find the information quickly.

Be mindful of communication barriers

People who are deaf or have hearing loss may face barriers in settings where their communication needs and preferences have not been met.

Imagine you have visited the website for your local doctor’s surgery, and are trying to book an appointment. You notice that the only way to book an appointment is via a phone call. If you are unable to hear, you would be unable to use this service, and unable to book an appointment without the support of a hearing friend, family member or support worker. This is a total barrier to independence and renders the service completely inaccessible for members of the Deaf community.

Provide alternate communication methods

It is crucial to offer alternative methods of communication in order for the access to your service to be inclusive. Provide options such as SMS or email and allow users to choose their preferred method of communication.

Increased choices of communication methods would not only render a service usable for deaf and hard of hearing users, it would allow other users to choose their preferred method - perhaps they experience anxiety in talking to people on the phone; completing an online form may feel much more comfortable for them.

Provide closed captioning and BSL interpretation

As mentioned earlier, 87,000 people in the UK use BSL as their primary or preferred method of communication. While subtitles are great for translating dialogue, closed captions are much more suitable for deaf and hard of hearing audiences as they describe other relevant audio elements alongside the dialogue. Closed captions include speaker identification, sound effects, and background noises, giving the viewer a much better understanding of the wider scene.

However, not all BSL speakers will be fluent in English. To further increase the inclusivity of your video content, you can provide BSL translation. If you are interested in adding BSL translation to your video content, reach out to Action Deafness, the leading deaf-led charity in the UK and RNID's recommended provider of BSL interpreters.