*3.3.2 Scenario analysis of a typical disabled user and an e-business owner*

Here we introduce and analyze the user experience scenarios, probing into the disabled persona and deriving empathy, to fully contextualize the business implications. Three scenarios are simulated for this purpose.

Scenario 1 refers to the physical business service scenario for a typical person with visual disability. It is the normal setting where human interface is used, which inherently addresses the issue of accessibility, with simple practice of customer relationship skills. Probing into the personas, the business representative (REP) will welcome and help the prospective customer to make the decision to buy. In this case, it is basically natural and there is little danger of losing a business opportunity due to lack of accessibility on the part of the business owner. Unfortunately, business owners could move their services online with the wrong assumption because the person with disability sought out the business in this normal case. It is possible to erroneously expect that all types of customers will maintain loyalty regardless of the level of accessibility on their website.

Scenario 2 is about the situation where the e-business is inaccessible. The business has moved online with an assumption based on a different scenario. Thus, the prospective customer with disability feels excluded and unwelcome. However, being desperate for the service, he does not wait, and does not bother to complain, but moves on to find an accessible alternative, while making a point of duty to tell his network. On the side of the business, accessibility is not prioritized. The budget is devoted to optimizing SEO and increasing advert campaigns, with more focus on persons without disability. The outcome at best would be that the conversion rate on the website remains the same while the bounce rate remains the same also. This would be due to the business competing only for the same market share, without accessing 'the hidden market'.

Scenario 3 is about the case where the e-business service provider recognizes the 'hidden market' of persons with disabilities and prioritizes accessibility experience design, to target them. In so doing their e-busines services become more accessible to other groups of customers, including those with temporary and situational disabilities. Targeting the population of persons with disabilities would have a relatively competitive cost to the other priorities for driving sales. Research shows that the persona of disability will generate more loyalty for accessible sites, just as they would easily avoid inaccessible sites. Another important note is that while they would not complain to the business service provider, they will spread the news

#### *Accessibility Experience Design (AxD): A Bi-directional Accessibility Perspective for e-Business… DOI: http://dx.doi.org/10.5772/intechopen.97488*

through their network. Hence while the inaccessible e-business service may not be alerted to the problems of their website, many potential customers will know in a short while. It could result in a case of undetected loss of business opportunities.

From the three scenarios, Scenario 3 is successful because it mimics the natural process in scenario 1, albeit in the digital realm.
