Why product owners can't afford to ignore accessibility

Annie Mannion | 29 Jul 2025

Group of people at work looking at a wall of different coloured post-it-notes put into groupsFor many product owners (POs), the first encounter with digital accessibility comes as a surprise — and possibly not a pleasant one.

Maybe it starts with a failed audit. Suddenly, there’s a long list of accessibility issues heading your way, a backlog full of cryptic defects, and a team unsure how to fix them. It can be overwhelming, unplanned, and often misunderstood. (If this sounds like you, contact AbilityNet as we can help!)

But there are ways to avoid this situation...

Accessibility isn’t just a technical checklist or a compliance hurdle. It’s a core part of building user-friendly, award-winning products and embedding digital accessibility as business as usual. As a product owner or product manager, you are central to making it happen.

Accessibility is bigger than a backlog

It’s easy to see accessibility as a problem to solve and move on from. But that mindset misses the point. Accessibility isn’t a feature, it’s a foundation. It’s not just about fixing bugs; it’s about designing and delivering experiences that work for everyone, including people who use assistive technologies.

And that starts with the product owner.

Accessible products are better for all

Accessible products aren’t just better for disabled people — they’re better for everyone. They’re easier to use, more flexible, and often more innovative.

Plus, they help you avoid legal risks and reach a wider audience. As a PO, you’re the voice of the customer. But are you thinking about all your customers? People who navigate your product using screen readers, keyboard navigation, or voice commands are just as much your users as anyone else. If your product vision doesn’t include them, your product won’t either.

And the earlier you invest in accessibility, the less it costs to fix issues later.

man writing on board with post-it-notes on itEmbedding accessibility at every stage of your project
Are your projects accessible and inclusive first time, every time?

Instead of letting accessibility end up as a last-minute fix, share with your leadership team a valuable opportunity to learn how to embed accessibility into your processes - perfect for product owners, product managers, content editors, HR teams and more!

5 accessibility actions to do today as a product owner

You don’t need to be an accessibility expert to start making a difference. Here are a few simple ways to embed accessibility into your product process:

  1. Ask better questions early: Before development begins, ask, “How would this experience work for someone using a screen reader?” or “Can this be navigated without a mouse?”
  2. Include accessibility in your definition of done: Make sure every feature meets accessibility standards before it’s considered complete.
  3. Write inclusive user stories: Add accessibility acceptance criteria to your backlog items.
  4. Test with real users: Partner with people who use assistive tech to get real feedback. Understanding the unique needs of disabled users is crucial for creating accessible and user-friendly products. Download AbilityNet's 2025 User Research and Testing Services brochure to learn more about accessibility testing.
  5. Champion accessibility in your team: Encourage designers, developers, and testers to build accessibility into their work from the start.
Van driving down country laneAuditing Western Power Distribution's website
"We had a very positive experience with AbilityNet’s online accessibility service from start to finish" - Western Power Distribution.
If you need an audit of your website, or need to shape up your approach to accessibility, benefit from AbilityNet's 25 years of providing digital accessibility expertise, from high street banks to global leisure brands and charities.
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Why product owners should take accessibility seriously

If you’re a product owner, you’re in a unique position to drive inclusion — or unintentionally reinforce exclusion. Accessibility requires a shift in mindset. It means expanding your definition of “user” and “experience” to include a wider range of needs and interactions. That shift starts with you.

So start small. Ask the right questions. Shift your mindset. Aim for progress not perfection, and lead your team toward a more inclusive future.

Learn more about how AbilityNet's Digital Accessibility Maturity Model can identify and guide you through your accessibilty priorities.

Collection of hardbacked books on a deskNeed help with navigating accessibility legislation and the European Accessibility Act requirements?
Get EAA ready with AbilityNet's flexible service with expert advice about how it affects you, testing, documentation and strategy. 
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Further Resources