Research
Design
Accessibility
The Hidden Barriers: Target Accessibility Audit
Feb 25, 2022
As a UX Researcher and Designer, I have often caught myself talking about creating inclusive experiences, but I realized I have never really did an audit of a real-world implementation. This is my post realization accessibility evaluation of Target's digital and physical presence, and what I discovered was an eye-opening and a learning experience.
Why I Chose Target
Target presents an interesting case study because they operate both digitally and physically, allowing for a direct comparison of accessibility approaches across platforms. They also publicly commit to WCAG 2.0 Level AA compliance, making them a good benchmark for accessibility standards in retail.
For this audit, I evaluated:
Digital: Target.com website
Physical: Target store on Guadalupe St. in Austin, TX
Part 1: The Digital Experience
What Target Gets Right
Before diving into issues, it's worth acknowledging Target's accessibility efforts:
Full keyboard navigation support
Generally good color contrast ratios
Text alternatives for assistive technology
Consistent navigation patterns
The Hidden Problems
However, my detailed evaluation revealed several critical issues that could severely impact user experience:
Issue #1: The Invisible Selection Problem
The Problem
While keyboard navigation works, the visual indicators for selected items are barely visible - thin, low-contrast outlines that are nearly impossible to see.
Impact
Users lose track of where they are on the page, leading to frustration and potential abandonment.
Solution
Implement high-contrast focus indicators with bold borders or background color changes.
Issue #2: The Filter Trap
The Problem
Product filters expand by default, creating unnecessarily long tab sequences. Users must tab through dozens of filter options before reaching actual products.
Impact
Simple tasks become exhausting multi-minute ordeals.
Solution
Collapse filters by default and improve the tab order hierarchy.
Issue #3: The Color Guessing Game
The Problem
Color options for clothing appear as tiny squares, making it impossible for users with vision issues to distinguish between similar colors.
Solution
Larger color swatches with hover states that update the main product image.
Issue #4: The Cognitive Overload
The Problem
Deep category nesting creates overwhelming navigation trees especially challenging for someone using text-to-speech software. The navigation also violates Miller's Law (7±2 items rule).
Solution
Flatten the information architecture and reduce cognitive load.
Part 2: The Physical Experience
What Target Gets Right
Target's physical stores show genuine accessibility consideration:
Accessible entrance with automatic doors
Wide aisles for wheelchair navigation
Product categorization and clear aisle numbering
Self-service information kiosks
Mobile app integration for product location
The Hidden Problems
However, my detailed evaluation revealed several critical issues that could severely impact user experience:
Issue #1: The Hidden Entrance Problem
The Problem
The main entrance has stairs with no signage directing users to the accessible entrance, affecting wheelchair shoppers and shoppers with other mobility devices. Shoppers may assume the store is inaccessible and leave.
Quick Fix
Clear signage directing to accessible entrance.
Issue #2: The Shelf Accessibility Gap
The Problem
Products placed only on top and bottom shelves, text-only shelf labels affecting wheelchair shoppers, shoppers with mobility limitations and visually impaired shoppers
Solution
Multi-level product placement and braille/tactile labeling options.
Issue #3: The Pillar Problem
The Problem
Support pillars placed in the middle of aisles creating navigation barriers, affecting wheelchair shoppers and visually impaired shoppers who might mistake pillars for walls
Solution
Strategic rack rearrangement (requires layout redesign).
The Bigger Picture: What This Means for UX Design
Key Takeaways
Meeting technical standards doesn't guarantee usable experiences.
Accessible features are useless if users can't find or see them.
Digital and physical experiences should complement, not complicate, each other.
Different disabilities require different accommodation strategies.
The Business Case
These accessibility issues don't just affect disabled users - they impact business metrics:
Increased bounce rates from frustrated keyboard users
Lost sales from users who can't distinguish product options
Decreased customer loyalty from poor in-store experiences
Potential legal compliance issues
Conclusion: Accessibility as a Continuous Journey
My audit revealed that accessibility isn't a checkbox - it's an ongoing commitment to inclusive design. Even companies with good intentions and compliance certifications can have barriers that prevent truly accessible experiences. As UX designers, we have a responsibility to dig deeper than surface-level compliance. We need to test with real users, evaluate actual usage patterns, and continuously iterate on our solutions.
The goal isn't perfect accessibility (which may be impossible), but rather the removal of unnecessary barriers that prevent people from accomplishing their goals independently and with dignity.
This article post presents my personal observations and analysis conducted as an independent UX exercise. All findings, opinions, and recommendations expressed are my own original work and do not represent any official evaluation or critique of Target Corporation or its services. This content is intended purely for educational and portfolio purposes to demonstrate UX research and accessibility evaluation methodologies.
The observations were made at a specific point in time and may not reflect current implementations or ongoing accessibility improvements. This analysis should not be considered as professional consulting advice or used to make assumptions about the company's overall commitment to accessibility.
No harm or negative impact toward Target Corporation is intended. This case study serves as a learning exercise in accessibility evaluation and UX design thinking.