Personas and Empathy: Improving Usability, Accessibility, Engagement & Conversions
Perhaps it’s because it’s Thanksgiving time, or perhaps in reaction... or in contrast to our current politics, but Empathy has been on my mind a lot lately. And as it relates to accessibility and web design Empathy is a powerful approach for understanding the user experience. To design a website, mobile app, or SaaS that is effective in meeting the needs of the visitor, the designer must employ Empathy. And a common tool and process that interactive designers use to get inside the shoes of visitors is to create Personas. Personas that represent groups of people with similar needs are really good tools that interactive designers can use when designing websites, or mobile apps, or web-based SaaS cloud applications.
And if your wondering what an accessibility compliance consultancy knows about personas and web design, I've been running Propeller, a custom web design agency since 1997. And over that time, I've learned how essential it is dispel assumptions and bias, and really get to know who we are designing a website for.
Empathy and personas are key approaches that help us craft digital spaces that genuinely serve everyone, not just the so-called "average" user. In accessibility consulting, particularly when conducting thorough accessibility auditing, empathy allows us to see beyond the obvious and address the needs of every user. It's easy to get caught up in designing for ourselves or some imagined, flawless user, but true design involves stepping outside that bubble to create experiences that meet the needs of real people with real challenges. If we don’t do that, we’re not really designing—we’re just decorating.
I’ll be honest—it took me a while to get here. I’ve been building websites for almost three decades, and for a good part of that time, I was guilty of thinking mostly about the generic user. Back then, personas felt like something you did just to keep clients from saying “me” and “I” all the time. You know the type: clients who get so wrapped up in their own preferences that they forget who we’re actually designing for. The more I’ve worked with personas, though, the more I’ve seen the value in shifting the focus from ourselves to the real people using the site.
Now I don't believe there is one set way to develop personas, but the key is that they need to represent a wide range of users—especially the ones that tend to get overlooked. Sure, you can spend a ton of time and money diving deep into data to understand your users better, but it doesn’t always have to be that way. Sometimes it just simply takes conscious thought that broadens our perspective and takes in the experience of a wide range of users. Understand what people are trying to do, what obstacles are in their way, and what will help them succeed. Effective personas capture that—real people, real needs, real experiences.
Ok. Let's talk AI. I'm a huge AI guy, but while AI can be useful in helping with some of this, it cannot replace humans (yet). AI can analyze huge datasets and help us spot patterns, but it’s not a substitute for genuine empathy. AI doesn’t know what it feels like to hit a roadblock on a poorly designed website or the relief of something that just works smoothly. It’s the human touch that makes the difference—that ability to truly put yourself in someone else's shoes. Empathy is essential.
When personas are done right, they help us move from making assumptions to actually understanding. Let’s talk about a few personas that might not always come to mind, but are absolutely essential if we want to design inclusively:
- Senior with Cognitive Decline and Shaky Hands
Meet Margaret, a 78-year-old who’s dealing with some cognitive decline and shaky hands. Navigating a complicated user interface can feel overwhelming for her. Tiny buttons, dropdown menus, anything that requires precision—it’s all a huge challenge. Using a mouse isn’t easy for Margaret; double-clicking is tricky, and scrolling often results in accidental clicks. What she really needs is a straightforward experience: large buttons, clear instructions, and a design that reduces complexity. Making things simpler doesn’t just help Margaret use a website—it gives her a sense of confidence and independence. - Person with Colorblindness
Then there’s Jake, a 35-year-old graphic designer who happens to be colorblind. He’s one of the 1 in 10 men who can’t easily distinguish between reds and greens. When a design relies solely on color cues, it becomes a nightmare for Jake. Think about error messages outlined only in red, or charts that differentiate categories by color alone—these just don’t work for him. Jake needs alternative indicators—icons, text labels, or patterns—that help convey meaning without relying on color. Designing for Jake pushes us to think beyond visual cues and ensures we’re not leaving anyone behind. - Blind User Relying on a Screen Reader
Let’s not forget Sarah, a 29-year-old who is blind and relies on a screen reader. Sarah’s biggest frustration comes from websites that haven’t prioritized accessibility—images without alt text, buttons labeled vaguely as “click here,” and overly complicated navigation. For Sarah, accessibility isn’t optional—it’s what makes a site usable at all. Clear alt descriptions, specific button labels, and proper ARIA landmarks are what make the difference between a seamless experience and a total dead-end. Sarah's persona reminds us that accessibility has to be built in from the very start. - Senior with Low Vision Using a Screen Magnifier
Finally, there’s George, a 72-year-old with low vision who uses a screen magnifier to browse the web. George often needs to zoom in up to 300% just to read what’s on the page. If a website isn’t designed to handle high zoom levels, elements can end up overlapping or disappearing entirely, making it unusable. George needs a design that doesn’t fall apart under zoom, with strong contrast that makes text easy to read. His persona emphasizes why we need flexible, robust layouts that work for everyone, no matter how they view the content.
Personas like these aren’t just hypothetical—they’re practical tools that help us make better decisions, especially in digital accessibility consulting. They guide us during accessibility audits, including manual WCAG audits, to ensure that every aspect of a website is usable by all potential visitors. AI can point out common usability issues, sure, and it can be a useful tool in digital accessibility auditing by helping to identify obvious WCAG compliance gaps. However, it’s the human designer, especially during manual WCAG compliance audits, who understands the “why” behind these issues and fixes them with empathy. When we include a diverse range of needs—mobility challenges, cognitive difficulties, low vision, or just the realities of aging—we’re far more likely to create designs that work well for everyone.
And here’s the thing: personas aren’t just a list of features. They’re stories that help us connect emotionally. When we know that “Evelyn” struggles with anxiety around complex forms, it pushes us to simplify those forms. Following best practices isn't enough; it's about addressing the needs of real people, with real challenges, and ensuring we're meeting those needs effectively.
Empathy-driven persona development ensures that digital accessibility isn’t just something we check off a list. It makes sure that the manual accessibility audit process is meaningful and results in improvements that genuinely enhance user experience. This is why digital accessibility consulting services are crucial—they help ensure these considerations are deeply embedded in the design process. It’s part of every decision we make. When we take the time to understand our users, we move past mere compliance and start creating experiences that respect and uplift every user’s dignity and independence.
After you've enjoyed your feast, think about the ways your company and your website can impact people. Consider how empathy and well-crafted personas can shape more inclusive, accessible digital experiences. Let’s create digital spaces that genuinely welcome everyone, making sure we address accessibility through thorough auditing, manual WCAG audits, and accessibility compliance testing, along with inclusive design strategies. Let’s dig deep, include a wide range of perspectives, and remember that good design extends beyond aesthetics; it focuses on making life easier, a little kinder, for everyone who interacts with what we create. Let’s keep empathy at the center of what we do, not just now, but all year long.
Happy Thanksgiving