Being the voice of accessibility in a company isn’t as glamorous as you might think. In our latest AXSChat, Tzveta Dinova reveals the highs and lows of being the sole accessibility expert at a fashion giant. Find out how she balances the blessings and challenges.
This week, Debra Ruh, Antonio Santos, and Neil Milliken will be joined by Tzveta Dinova of ASOS, the renowned global fashion and beauty retailer. Please note: It’s ASOS, not Atos—so no nepotism here! It’s fantastic to have Tzveta with us, and we’re looking forward to learning more about her role and journey in accessibility.
Tzveta’s Role and Journey into Accessibility
You are the accessibility lead at ASOS. I must admit, so it’s impressive to see someone like you combining speed and style while advocating for accessibility. Could you tell us a bit more about your role within ASOS and how you ventured into accessibility?
“Thank you, first of all, for having me. I’ve been working formally in accessibility since 2018, which hasn’t even been a full ten years. But I feel like I discovered my career purpose when I began working in accessibility. Maybe you can relate to that feeling. I’ve been with ASOS for five years now.”
Tzveta has been a pioneering figure in accessibility at ASOS. As the sole accessibility person at the company, her journey has been both rewarding and challenging. It’s an exciting time for accessibility, especially when working at a company like ASOS, where the goal is to support a large team in making products accessible and inclusive for everyone.
Discovering Accessibility and Inclusivity
When asked how she got started in accessibility, Tzveta shared that her journey was not straightforward. She began as a designer focused on user-centric designs and later on worked in design and education. Her interaction with students with disabilities sparked her interest, leading her to research and eventually discover the discipline of accessibility.
In 2018, she formally started working in the field as a consultant at AbilityNet, where she spent a couple of years before joining ASOS. Tzveta appreciates the dynamic and evolving field of accessibility, viewing it as a way to support and inspire her team and the larger audience of ASOS’s global customer base.
The Challenge and Rewards of Being the Sole Accessibility Lead
Being the only accessibility person at a company with over 3,000 employees presents unique challenges and opportunities. Tzveta discussed how she sees her role fluctuating between a blessing and a constant challenge. The primary challenge is managing accessibility in a fast-paced environment with rapidly evolving products and services.
One major reward is witnessing the positive impact of her efforts on customers with disabilities. Tzveta’s mission has been to make ASOS’ offerings—as a fashion and beauty retailer—accessible and inclusive, an endeavour that has seen significant progress over the years.
Embracing Creativity in Accessibility
ASOS is a global fashion and beauty retailer committed to inclusivity and innovation.
“Our company decided to be inclusive in our offerings way before many of our competitors. It’s inspiring to be part of an organization that said, ‘Let’s get serious about accessibility and inclusivity.’ The journey since then has been remarkable, and although we have a long way to go, the progress we’ve made is something I’m incredibly proud of.”
One notable challenge Tzveta mentioned is balancing creativity with accessibility. The intricate and vibrant world of fashion doesn’t always align neatly with accessibility guidelines like the Web Content Accessibility Guidelines (WCAG). Yet, this challenge drives Tzveta and her team to innovate and find creative solutions that maintain accessibility without dampening creativity.
Impact on the Fashion Industry
Accessibility in fashion is often overlooked, but as Tzveta points out, it’s a no-brainer. Fashion and beauty play significant roles in personal identity and self-expression, making it crucial that these industries are inclusive. Progress in accessibility can also drive industry-wide innovation.
ASOS has taken cues from figures like Tommy Hilfiger, who acknowledged the importance of inclusivity, particularly in plus-sized fashion. Similar forward-thinking approaches are now being extended to ensure people with disabilities are included, marking a significant shift in the industry.
“Ensuring that fashion and beauty are accessible to all is straightforward yet revolutionary. We often forget the simple things that make a huge difference, like ensuring our websites and apps are accessible, which in turn can significantly improve the shopping experience for everyone, including people with disabilities.”
Educating and Evangelizing Accessibility
Tzveta describes her primary role as an educator and an evangelist of accessibility within ASOS. Her approach has been holistic, ranging from running extensive training programs for engineers, designers, and product managers to instilling a deep understanding of why accessibility matters.
She emphasizes the importance of ensuring accessibility is not just a checkbox but something that genuinely enhances user experience. Bringing in people with disabilities to demonstrate how they use ASOS’s products and services has been crucial in instilling empathy and understanding among team members.
“Accessibility work can never be simplified to ticking boxes. Understanding the social model of disability, and why we’re doing this work, is crucial. It’s not about just meeting technical guidelines; it’s about genuinely improving our offerings for every user.”
The Road Ahead: Opportunities and Challenges
As Tzveta continues to push for accessibility at ASOS, she acknowledges the challenges of single-handedly driving this initiative in a large organization. Yet, she also sees immense opportunity.
“The burnout in accessibility professions isn’t talked about enough. When I first started, this wasn’t a popular topic, but it’s certainly a reality. Despite that, seeing the company move in the right direction keeps me motivated.”
Innovation remains a cornerstone of ASOS’s accessibility approach. Rapid technological advancements, especially in AI, offer new avenues to further this mission.
ASOS and the Role of AI in Accessibility
The potential of AI in driving accessibility solutions cannot be overstated. Tzveta’s experience reflects this sentiment, as she views AI as a tool that can significantly enhance accessibility offerings.
“AI has been incredibly beneficial, especially tools that assist individuals with cognitive disabilities like Dyslexia or ADHD. Meeting summaries, inferred actions, and so forth are features that have been game-changing.”
ASOS leverages AI to improve the inclusivity of its platform, demonstrating that tech-driven innovation can significantly elevate the user experience for people with disabilities.
Customer Feedback and Continuous Improvement
Collecting feedback from customers, particularly those with disabilities, is essential in ensuring that ASOS’s accessibility initiatives are effective and well-received. Tzveta combines quantitative data with qualitative insights garnered through user interviews and testing.
“We’ve seen increased use of assistive technologies on our platform, which is encouraging. While it’s challenging to attribute this growth directly to our efforts, it signifies that we’re on the right path.”
Customer feedback helps guide ASOS’s accessibility roadmap, allowing the company to address issues proactively and celebrate the aspects that resonate positively with users. This balanced approach ensures continuous improvement and aligns with the ultimate goal of making ASOS’s offerings accessible and inclusive for all.
Conclusion
Tzveta Dinova’s journey at ASOS exemplifies the challenges and rewards of driving accessibility in a large, dynamic organization. Her unwavering commitment and innovative approach have paved the way for significant advancements in making fashion and beauty accessible to everyone.
At ASOS, the emphasis on creativity and inclusivity continues to shape the company’s vision, ensuring accessibility remains at the forefront of its evolution. As the industry continues to recognize the value of accessibility, the collaborative efforts of companies like ASOS will undoubtedly lead to a more inclusive future for fashion and beauty.
“It’s incredibly inspiring to work for a company that takes accessibility and inclusivity seriously. While the journey is ongoing, I’m proud of the progress we’ve made and excited about what lies ahead.”
Thank you, Tzveta Dinova, for sharing your invaluable insights and dedication to making the fashion world more accessible and inclusive.
Leave a Reply