Inclusive digital design in sport

When it comes to inclusivity in sport, the focus is often on breaking down physical barriers. But to make it even more accessible, digital hurdles need addressing, too.

First and foremost, designing for equality – or more accurately, designing for difference – is the right thing to do. It is also at the heart of innovation and can help unlock business growth previously left off the table.

In our report ‘Capturing the digital opportunity for British Sport’ we highlighted the significant role of digital tools and platforms in increasing participation in sport. Whether it’s booking a court or pitch, signing up to membership at a local sports club, or browsing online sports channels and content, some kind of digital interaction is, generally, a precursor to getting involved.

For disabled people, websites are the most common source of information about physical activity opportunities. But it has been recognised across the sector that it can be easier to book a holiday or taxi, or order a takeaway, than to access sport online.

By not designing inclusively, sports organisations risk alienating a huge proportion of potential participants.

For instance, in the UK alone there are almost two million people classed as either partially sighted or blind, 11 million with a degree of hearing loss and 1.5 million who have a learning disability. People who live with such disabilities are more than 50 percent more likely to face barriers to accessing digital and online services – and seven in 10 disabled customers will click away from a website that’s difficult to use.

What’s more, advertising and content will only appeal to a limited number of individuals, if it doesn’t represent people from a variety of communities, backgrounds and abilities.