
Paul Braddock - Lead Designer and A11y Specialist @ ASDA
What does accessible retail really look like when the customer journey stretches from smartphone to supermarket aisle? In this episode of The Digital Accessibility Podcast, Joe is joined by Paul Braddock, Lead Designer and Accessibility Specialist at ASDA, to explore what accessibility means in retail and why creating inclusive experiences needs to extend far beyond websites and mobile apps. Paul shares his journey from graphic design into UX and accessibility, beginning with a deceptively simple question: when organisations say they're designing for "everyone", who does that actually include? He discusses how that question shaped his approach to inclusive design and ultimately led to his work helping embed accessibility across digital experiences, customer journeys and the wider organisation. We discuss whether the European Accessibility Act has genuinely changed conversations around accessibility, why regulation can be a useful catalyst but shouldn't be the end goal, and how retailers can move beyond compliance towards recognising accessibility as part of good customer experience and good business. The conversation explores the increasingly blurred line between digital and physical accessibility, from online shopping and mobile experiences to stores, services and customer touchpoints. Paul explains why consistency matters, why accessibility needs to be considered throughout the entire journey, and how getting those moments right can help build trust and customer loyalty. We also explore the role of AI in accessibility, including its potential to support designers, improve efficiency and prompt accessibility considerations earlier in the process. Paul explains why AI should be viewed as a tool and a bridge rather than a replacement for people, with customers, colleagues and lived experience remaining at the heart of inclusive design. Finally, Paul shares his practical five Ps of inclusion; Procurement, Policy, Process, Practice and People – as a framework for organisations looking to embed accessibility more effectively and understand where to start. Whether you're an accessibility specialist, designer, developer, product manager, retailer, customer experience professional or digital leader, this episode offers practical insight into moving accessibility beyond compliance and making inclusion part of how organisations design, operate and innovate. Connect with Paul Braddock LinkedIn: https://www.linkedin.com/in/braddockpaul/ Connect with Joe James LinkedIn: https://www.linkedin.com/in/joeajames/ Website: www.PCRDigital.co.uk The Digital Accessibility Podcast: https://linktr.ee/thedigitalaccessibilitypodcast Follow The Digital Accessibility Podcast Spotify: https://open.spotify.com/show/67GtTL7QI7i9ZdbTqPK49g?si=cbe79a7b518b4440 Apple Podcasts: https://podcasts.apple.com/gb/podcast/the-digital-accessibility-podcast/id1689400288 YouTube: https://www.youtube.com/@PCRDigital
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