The European Accessibility Act and the Future of UX
The European Accessibility Act (EAA) is poised to reshape the digital landscape across Europe–in turn affecting companies doing business there. By setting new accessibility standards for websites, mobile apps, e-commerce platforms, and online services, the EAA raises the bar for user experience (UX) design.
For digital businesses, especially those in e-commerce and financial services, meeting EAA compliance is not just about checking a legal box. It is an opportunity to build stronger, more inclusive digital products that serve a wider audience and drive better business outcomes.
We spoke with Jeff Putnam, Director of User Experience at IDX, to explore how the European Accessibility Act will influence the future of UX design and what steps digital businesses should take now.
Key UX Changes Under the European Accessibility Act
The European Accessibility Act builds on principles already familiar to many UX and development teams. Although it does not specifically cite the Web Content Accessibility Guidelines (WCAG), the EAA’s requirements clearly reflect WCAG’s influence.
“For the most part, the industry saw this coming and has been preparing accordingly,” Putnam said. “IDX has been building websites to WCAG standards for years.”
One new requirement is that websites must now publish accessibility statements that describe how they comply with the law. Other standards, such as ensuring that color is not the sole indicator of status, maintaining proper contrast ratios, and providing captions or transcripts for audio and video content, are practices IDX has long incorporated. Sites must also avoid images of text, which can be inaccessible to screen readers.
For companies aiming for European Accessibility Act e-commerce readiness, these design shifts will be critical.
Rethinking User Flows and Interfaces for EAA Compliance
Digital businesses like e-commerce platforms, online banks, and SaaS providers will need to reconsider their user flows and interface designs under the EAA.
“One requirement that will impact user flows is making information available through more than one sensory channel,” Putnam explained. “Software-as-a-Service companies often introduce their product with a splashy video. Videos are great, but alternatives must be available for users with visual or auditory disabilities.”
Similarly, websites that rely heavily on animations or other interactivity may need to evolve. While creativity is important, digital experiences will need to balance engaging design with accessibility, ensuring that no user is excluded.
“We may see a shift to less art for art’s sake when accessibility has to be taken into account,” he said.
UX’s Role in Meeting Legal Obligations and User Expectations
At IDX, UX teams work closely with developers to identify and resolve accessibility issues before they affect users. Proactive monitoring is key to maintaining compliance and a positive experience.
“Continuous monitoring of digital products is a requirement of the EAA,” Putnam said. “We are deploying an increasing number of accessibility monitoring tools to catch issues as they pop up.”
Accessibility training is another critical part of EAA compliance. UX teams can play a leadership role in providing ongoing education to ensure that both designers and developers stay current with best practices.
Accessibility audits, offered at the beginning of new engagements, help digital businesses uncover hidden barriers and build accessible experiences from the ground up.
Common Accessibility Oversights in Digital Marketing
Several common mistakes still occur in digital marketing assets, but UX can help address them before the European Accessibility Act takes full effect on June 28, 2025.
One major oversight is failing to provide descriptive alt text for images. Screen readers use alt text to describe images to users with vision impairments. In the past, some marketers stuffed alt text with SEO keywords, but best practice today is to offer clear, meaningful descriptions of the images.
Another frequent error is not including transcripts for video content. Videos are powerful storytelling tools, but without a transcript, they exclude users who are deaf or hard of hearing. UX teams can help by designing media players that make transcripts easy to find and use.
Accessibility’s Impact on Digital Marketing Campaigns
Accessible UX design does not only fulfill legal obligations. It also strengthens digital marketing efforts. Accessible sites typically function better, load faster, and reach broader audiences.
“In general, you want to design and build your websites, emails, and ads so that they can reach the largest audience possible,” Putnam said. “By making your offerings accessible, you expand your pool of potential customers.”
In an EAA-compliant landscape, marketing teams that prioritize accessible design will gain a competitive edge, improving both reach and engagement.
Preparing for a More Inclusive Digital Future
The European Accessibility Act represents a major shift, but it is also an opportunity. By committing to accessible UX design, digital businesses can future-proof their digital products, meet legal obligations, and create better experiences for everyone.
As Putnam pointed out, accessibility is not just about compliance. It is about building digital environments where every user feels welcome and capable. With proactive UX strategies and continuous monitoring, companies can lead the way into a more inclusive future.
Let IDX update your web design to meet EAA UX specifications and make for a better experience for all users.