National Theatre
Creating an inclusive environment for access information
Clear, useful and thorough accessibility information is important for all arts and cultural venues. But with a bold mission to ‘make theatre for everyone’, the case for investing in accessibility couldn’t be clearer for our partners at the National Theatre (NT).
As part of our work on their new(ish) website, we helped rethink how information about access provisions and performances is offered, so that it can benefit all users.
The challenge
The NT needed to make their accessibility information more inclusive and integrated within its website. Access information was siloed into a dedicated ‘Access’ page, which, while useful, risked making users with access needs feel separate or “othered.” This approach also overlooked the fact that accessibility features, such as ramps, benefit a wider audience beyond those with disabilities.
To address this, NT needed a more user-friendly and inclusive way of presenting accessibility information. The goal was to serve users who specifically seek an ‘Access’ page while also embedding accessibility details throughout the main site.
The solution
So, we designed a two-pronged approach to access information. We wanted to make sure we were still serving users who look for a specific ‘Access’ page, as well as trying to challenge the status quo and take a more integrated approach. This reframed approach is testament to the tireless internal championing of access at the NT – in particular Lisa Jonas and David Bellwood.
Dedicated access page
The dedicated ‘Access’ page brings together topline information about the NT’s Access Scheme, accessible performances (both on-site and digital), visitor information and access support. But importantly, it signposts off to relevant sections in the main site for further detail.
Integrated accessibility information
Users are signposted to key accessibility information along their journey, for example, the What’s On page now uses accessibility filters so users can find relevant events without visiting the Access page.
The continual signposting back to main parts of the website from the ‘Access’ page has other benefits too. It drives content teams internally to regularly consider access information across all published content.
Better for everyone
Accessibility, be that in a physical or digital environment, isn’t about serving the needs of a particular group of users. It’s about creating an experience that’s usable by as many people as possible. The approach we took to organising access information confronts this fact and creates a more inclusive and more holistic environment for everyone. This is the power of content design. No fancy technology or functionality was needed to take this approach. Instead, a focus on the human experience, on words and how information is organised.
By rethinking their content strategy, NT have ensured that accessibility information is easier to find, seamlessly integrated into the site, and beneficial to all visitors.
