This article is inspired by the BBC produces series on nature, with a particular episode dealing with the wildebeest migration. The series was presented by Sir David Attenborough, and I will try and channel his spirit in this article. I have fond memories of these sort of documentaries, watching them together with my father. Those were simpler times.

I’ve used this theme and contents in talks that I gave with a similar title. Note this article details the approach that works best for us at Jumbo Supermarkten. It might not be the best in your situation, so treat its contents as inspirational.

I work for a large grocery chain in the Netherlands. We do ecommerce on a national scale: facilitating the ordering and delivery of groceries in the Netherlands. With a large organisation, it any change is not without effort and extensive investment.

During 2021, an investigation conducted by level-level.com signalled that they were only able to complete 55% of steps from their use case using keyboard and/or screen reader. This meant they were unable to place an order!