A Holistic and Multidimensional Methodology Proposal for a Persona with Total Visual Impairment Archetype on the Web

Esther Marin-Alvarez (), Sonia Carcelen-Garcia and María Galmes-Cerezo
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Esther Marin-Alvarez: Department of Marketing, Facultad de Ciencias Económicas y Empresariales, Campus de Somosaguas, Universidad Complutense de Madrid, Pozuelo de Alarcón, 28223 Madrid, Spain
Sonia Carcelen-Garcia: Department of Marketing, Facultad de Ciencias de la Información, Universidad Complutense de Madrid, Avda. Complutense s/n, 28040 Madrid, Spain
María Galmes-Cerezo: Department of Marketing, Facultad de Ciencias Económicas y Empresariales, Campus de Somosaguas, Universidad Complutense de Madrid, Pozuelo de Alarcón, 28223 Madrid, Spain

Societies, 2024, vol. 14, issue 7, 1-29

Abstract: The web was conceived in 1997 with the goal of universal accessibility. However, it still presents obstacles for users with diverse abilities. Although interactions in digital environments have improved the quality of life for many people, they remain a source of limitations and frustrations, up to twice as much for users with total visual impairment, which is commonly known as blindness. This article emphasizes the need to provide designers and developers with methodologies and tools that consider users with different abilities in all stages and from the beginning of the design, redesign, and development of digital products and services on the web, collecting their needs and goals and delving into their reactions and emotions. While an approach based on persona archetypes can optimally represent each group of users with disabilities throughout website design processes, serving as a communication and empathy tool for development teams and stakeholders, it is essential that this tool considers all dimensions involved in the experiences of people with disabilities. This conceptual paper develops a methodology that provides designers with a persona tool that effectively captures the goals and emotions of these users in their interaction with the web. This methodology proposal is multidimensional and holistic. It addresses conscious and subconscious dimensions, combines traditional user experience and neuroscientific techniques, focuses on total visual impairment, the most challenging in digital environments, and makes it adaptable to other disabilities.

Keywords: accessibility; web; user experience; neuroscience; user-centered design; inclusion (search for similar items in EconPapers)
JEL-codes: A13 A14 P P0 P1 P2 P3 P4 P5 Z1 (search for similar items in EconPapers)
Date: 2024
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