Accessibility in action – what Tesco’s journey teaches us about getting it right

Here we explore how Tesco turned public criticism into meaningful progress on digital accessibility. By listening, learning, and taking action, this UK retail giant showed that inclusive design doesn’t require perfection, it just needs commitment, humility, and follow-through.

What went wrong?

Like many large organisations, Tesco had unintentionally created digital barriers that excluded disabled users. The issues were both technical and design-related, and they had real-world impacts:

• Visual content lacked alt text, making it inaccessible to people using screen readers
• Navigation wasn’t compatible with assistive technologies
• Overwhelming layouts and unclear design confused users with cognitive differences

The truth is, many companies don’t realise they’re excluding people—until someone speaks up. And that’s part of the challenge: exclusion is often invisible to those not directly affected. Without feedback from lived experience, barriers can remain hidden in plain sight.

What changed?

To their credit, Tesco responded with urgency and openness. Rather than defend or deflect, they focused on action. Their approach blended technical improvements with a long-term commitment to inclusion.

Content improvements
They added meaningful alt text across key imagery, ensuring that screen readers could communicate visual content effectively.

User interface refinements
Navigation and layout were simplified to support cognitive accessibility and improve screen reader compatibility—enhancing usability for everyone.

Accountability measures
Tesco published an Accessibility Statement and committed to regular audits, user testing, and continuous learning.

This wasn’t a full rebuild—it was a series of thoughtful, focused changes. And it worked. Tesco proved that meaningful accessibility improvements don’t always require starting from scratch.

Why it matters

Tesco’s journey holds powerful lessons for every organisation:

• It’s easy to overlook accessibility when disabled users aren’t included in design conversations
• But it’s often easier than expected to improve things once you start listening
• When you remove barriers for one group, you improve access and usability for everyone

Inclusive design isn’t about ticking every box from day one. It’s about progress, responsiveness, and a willingness to do better.

The takeaway – people, process, place

People - Include all voices early and often. Real inclusion begins with understanding lived experience.

Process - Build accessibility into everyday workflows, not as a final check, but as a design foundation.

Place - Shape digital environments that are intuitive, flexible, and accessible for all users.

Tesco’s improvements didn’t come from a single fix, they came from rethinking how people interact with their platform and aligning systems to support all kinds of users.

Final thought

You don’t need to get everything right straight away. But once you know better, you can do better.

Tesco’s story is a reminder that accessibility isn’t just a legal requirement or a PR issue. It’s a chance to build better digital spaces for everyone. Their willingness to listen, learn, and lead shows what’s possible when inclusion becomes part of the culture, not just the code.

For business leaders, designers, and developers alike, the message is clear: accessibility isn’t about perfection. It’s about progress.

Ready to build environments where all kinds of minds can thrive?

Get in touch to explore how our inclusion audit can uncover hidden barriers and unlock your organisation’s full potential. We’ll help you go beyond compliance and amplify what’s already working, so inclusion becomes a catalyst for innovation, engagement, and growth.

People. Process. Place.