Designing for blind and low vision users presents unique and complex challenges. The spectrum of visual impairment and the degree of independence with assistive technology varies significantly from person to person. Some users are highly tech-savvy and rely on screen readers and keyboard navigation, while others may need guided support for even the most basic online tasks. Empathising with this diverse audience was essential to understanding how people mentally modelled the structure of an online store and how best to support them in completing their goals.

Through user research and a workshop with subject matter experts, we identified major barriers in the existing experience. These insights informed a completely restructured information architecture—designed to be more intuitive, predictable, and compatible with screen readers and other assistive tools. The new structure was tested and validated to ensure it aligned with user expectations and allowed for confident, independent navigation through the store.

Complementing the architecture redesign was the creation of a comprehensive retail customer journey map. This mapped out the end-to-end experience from initial awareness through to post-purchase loyalty. It captured key activities, emotional states, pain points, touchpoints, and opportunities across the journey. This artefact became a powerful tool for the Vision Australia team, offering a shared understanding of their customers’ needs and a clear roadmap for making strategic improvements to the store over time.

This project highlighted the importance of inclusive design not just as a checklist, but as a deep, ongoing commitment to serving people with empathy and dignity—especially in digital spaces where accessibility is essential for independence.