Barrier free optimization is the way to become a “better” Product Manager

Editor’s introduction: This is the content of Yang Hua’s special open class in the Information Accessibility Research Association. People with disabilities usually encounter some obstacles when using products. The barrier free optimization of products is to make everyone embrace the Internet and realize their self-worth in the society. < / P > < p > I have been engaged in the information accessibility industry since 13 years ago, and the Research Association has also started to optimize for Internet enterprises. So far, we have served 50 Internet head products. Our barrier free engineer team and professional solutions have been established bit by bit. In this process, I have accumulated some experience and hope to help you. < / P > < p > what is product accessibility? Why is your product accessible? Product barrier free optimization, what do you want to do? Become a better product manager. < / P > < p > this is a video released by apple on the global accessibility day in 2018, in which the girl dresses the disabled family; a deaf mute carries out sign language video with her family through her mobile phone; a blind person takes photos of her family with her mobile phone; the disabled control the furniture of the home through the hand; the visually impaired switch modes and so on. Finally, the picture returns to the headquarters Clip mode. < / P > < p > in the concept of inclusive product design, our daily products can be well reflected, because the starting point of our products is to provide users with easy-to-use functions and provide user-friendly functions. < / P > < p > for example, we all use this function in wechat, nailing and other software in daily life. This function is inclusive, which can not only help us get information when it is inconvenient to listen to voice; at the same time, it is also a very friendly way to help and communicate with the hearing-impaired. < / P > < p > for example, some mobile phones have a blue or green light flashing next to the front camera, which is the breathing lamp; it is also an inclusive design function that can obtain the current dynamic information. < / P > < p > in addition to inclusive functions, today’s theme is product accessibility optimization, because no matter what kind of inclusive design we have made, no matter how many functions we have made, the premise must be that customers can use them. < / P > < p > Taobao OCR function: at present, it is an auxiliary tool used by visually impaired people. After entering Taobao, the prompt of whether to open OCR will pop up. After opening, the details page of Taobao will see the introduction of pictures and highlight the key points. However, it is not friendly for the visually impaired, and they can’t get the picture information. Therefore, the OCR function is introduced to read the text in the picture through the screen We choose our favorite products independently. Huawei face detection function: open the screen reading software when taking pictures. When there are many people on the screen, you can detect the face and easily take pictures for your friends. Wechat expression barrier free: many social software have this function, such as the three Emoji expressions in the picture. After selecting the expression, the screen reading software can feedback the meaning of “come on, come on”, and the visually impaired can also realize the barrier free fighting graph. In a broad sense, the concept of information accessibility has a wide range of meanings: anyone can access and use information equally, conveniently and without obstacles under any circumstances. In terms of information technology, the narrow definition is an interface or technical means used to improve functionality, enhance the access ability of auxiliary technology, meet the special needs of special environment, and benefit the disabled. < / P > < p > what needs to be reminded is: information accessibility is not a special ability, but the basic power of everyone, which represents that you can freely choose and use the information you need. How do visually impaired friends use the Internet, mobile phones and computers? Even some friends think that blind people can use mobile phones? Can blind people also use touch screen mobile phones? The full name of screen reading software is screen reader, which is a tool to assist users to use application functions. It can convert screen information into voice guided interaction. It has different versions on IOS Android and PC. < / P > < p > essential elements: the first is the personnel, and the second is the auxiliary tools, which can browse the application through technology. < / P > < p > it should be noted that: each user has his or her own tools, such as computers, some people like to use the mouse, some people like the touch pad; the partners with vision impairment may use the screen reading software, and may use the zoom in and zoom out, etc.; the tools used by each user are different, so we should use the technical interface so that each user can use the technology interface under the condition of using habits Better access to products. < / P > < p > because 80% of information acquisition comes from vision, the demand for information accessibility is the strongest. However, in fact, everyone of us has information barriers. In our daily operation and use, we only have different ways to obtain and operate information, not different groups. < / P > < p > those with vision impairment can meet their needs through sound; hearing impaired people can use cues other than sound, such as subtitles; movement disorders can’t be controlled or can’t be operated accurately with assistive devices; those with cognitive impairment can better receive information through voice reading; the elderly are these groups to some extent All of us will grow old. Therefore, such user requirements are the user requirements of everyone. < / P > < p > now let’s talk about why the product should be optimized without obstacles. Many partners will ask: what volume of my product has reached before I start to do barrier free optimization? < / P > < p > total blindness mainly refers to those who have serious visual impairment and can hardly obtain visual information; people with low vision can use some correction methods, although they can not achieve normal vision, they can also use some magnifiers and fixators. So we are talking about the group with serious visual impairment. In fact, I am a user with myopia and astigmatism of about 1000 degrees, so I look like a visually impaired person without glasses. < / P > < p > there are also people with hearing, limb, reading and writing disabilities. The most common is the elderly. In China, there are 176 million people over the age of 65. In the future, the number will continue to rise in the next 10 years and 20 years. < / P > < p > how to make the elderly embrace the Internet and new technologies? Product managers can explore their needs and become an entry point for better products. Kwai Kwai:

actually their conversion rate is very high. For example, with quick hands, the Kwai has also gone through some barrier free optimization. We have learned from statistics that the fast user of visual impairment has over 6 bits. < / P > < p > according to the statistics of other short video platforms, the daily data of disabled users reached 160000 in two months, and continued to grow – so the conversion rate of users is very high, and it is also very active. < / P > < p > Taobao’s barrier free highlight function “optical OCR” can recognize nearly 100 million pictures in a day in double 12, with an average daily recognition of 5 million; only the visually impaired people who use the screen reading can see the high utilization rate.

in 2016, Alipay, for security reasons, shielded the keyboard from the keyboard of the payment keyboard and the screen reader software. The users of the screen reading software were unable to use it, because fingerprint payment was not popularized at that time. In the past 16 years, our team has helped Alipay solve this problem, that is, considering safety and a screen reading solution that impede users’ needs. < p > < p > after six years of cooperation with us, Tencent won the “digital technology to enhance disability human rights award” issued by UNESCO. Tencent is the first Asian enterprise to win the award. < / P > < p > here we’re going to mention a concept called situational disability and temporary disability – situational and temporary situations we encounter in our daily life: < / P > < p > it reminds me that I used to be an iPhone user many years ago, and I took my iPhone It fell to the ground, and the screen broke; it was very broken at that time, because only half of the screen was operational, and the other half was completely in a state of no reaction. < / P > < p > then I had a brainwave and turned on the narrator on my iPhone. Then I used the voice over function to operate the phone all night, and then made an appointment for the next day’s maintenance. < / P > < p > I’m very impressed by this. In fact, everyone will encounter this situation every day. Then, through the barrier free optimization of these products, we can bring each user a better user experience. < / P > < p > in addition to the above values of user experience, huge user groups, user viscosity, brand reputation, etc., there are some very intuitive values in making products accessible to information. < / P > < p > for example, there are no relevant barrier free laws and regulations in China at present, but there are also some policies to guide the products to be barrier free and optimized. < / P > < p > in many foreign countries, there are relevant strict laws and regulations. For example, in the United States, there is a 508 act, which requires that all information products must be accessible. Otherwise, users may face this lawsuit and you will have to pay a lot of money. For example, the U.S. Department of transportation has a regulation a few years ago: as long as you want to open a route in the United States, you must optimize the information logistics of your ticket purchasing link, the website you serve, and the service website of airlines, otherwise you can’t open it. To do something completely unfamiliar, I will choose to read and learn some basic content, such as relevant standards and guidelines: < / P > < p > the first one is usually called WCAG It is an international recommendation standard released by W3C, but not on the record. In 2008, it was a qualitative version of wcag2.0; in 2018, wcag2.1 was released. < / P > < p > the second standard is one of our national standards. It was released last year and formally implemented on March 1 this year. It is also the first national standard in the field of Internet information accessibility in China. It is not only applicable to Internet pages, but also to mobile application products. < / P > < p > the third is that each platform actually has its own accessibility development guide, especially for IOS and Android, there are documents related to accessibility in the developer documents. < / P > < p > finally, this website is the official website of the Research Association. We collected some of the standards mentioned above, including relevant guidelines, and put them into the knowledge base. You can also find the relevant content on this page directly. < / P > < p > the first thing is to provide a reasonable page layout and navigation mode for your product interface: when we open a product every day, the eye edge on the first side is very important; therefore, if your layout is clear and the process is clear, you will be willing to use it. < / P > < p > the second point is to set the focus of controls: for example, the focus of drug software on mobile phones; of course, it is not only applicable to screen reading software, but also applicable to other auxiliary technologies or related technologies; these technologies are all through focus

Author: zmhuaxia