#CorePrinciplesOfResponsiblePM: Responsible product management — A reflection on building accessible products

As part of our Digital Product Management course at SPJIMR, we explored the DVF Framework—Desirability, Viability, and Feasibility—essential for a product’s success. However, in the spirit of #AdvancingWiseInnovation, our Dean and Professor Varun Nagaraj introduced a crucial fourth element: responsibility. While we learnt to build successful products, we also reflected on our larger role as product managers in shaping society and protecting the environment.

One of the key discussions within responsible product management revolves around ethics in AI, data privacy, and accessibility. While numerous mainstream conversations cover AI ethics and data privacy, accessibility isn’t on most product managers’ minds. Yet, creating accessible products is a moral imperative.

Why does accessibility matter?

Accessibility is often narrowly defined as designing products for individuals with disabilities. However, a more profound definition emerges when listening to people with accessibility needs. According to an article on accessible design, for them, accessibility means independence, choice, and the ability to use products and services on an equal basis with others. This makes creating accessible products to ensure dignity and inclusivity for over 15% of the global population with disabilities.

Furthermore, accessibility benefits are beneficial beyond permanent disabilities. The elderly and individuals with temporary impairments may also rely on accessible features. From a business perspective, neglecting accessibility would mean alienating a significant market segment, limiting potential growth and engagement.

What does it mean to create an accessible product?

Creating accessible digital products begins with adhering to established standards such as the Web Content Accessibility Guidelines (WCAG), which follow the POUR framework: Perceivable, Operable, Understandable, and Robust. Features like text-to-speech, closed captions, and screen-reader compatibility are described as part of the framework. However, responsible product management requires going beyond developing features—it demands the inclusion of accessibility considerations within the product’s overall functionality.

True accessibility must be embedded into the user journey from the ideation phase. This means actively involving individuals with disabilities in user research. This will ensure that their opinions are incorporated into the product’s design and functionality. This approach is especially critical for physical products that bridge digital and physical experiences.

For example, a blind user relying on BlinkIt for grocery delivery may struggle to verify the contents of their order upon delivery. Despite being a mobility leader, Uber does not universally provide services to assist disabled passengers in boarding vehicles or accommodating wheelchairs. Addressing these challenges at the conceptual stage might lead to creating universally accessible products rather than retrofitted solutions.

Learning from Airbnb’s accessibility initiatives

Among digital platforms, Airbnb has taken meaningful steps toward accessibility:

A significant milestone in Airbnb’s commitment was its 2017 acquisition of Accomable, a platform specialising in accessible travel accommodations. Founded by individuals with disabilities, Accomable provided Airbnb with expertise, reinforcing its mission to create inclusive travel experiences.

Responsible product management: Beyond features and metrics

Responsible product management redefines product management beyond designing features and chasing metrics —it redefines it to building products that respect and empower all users. Ensuring accessibility aligns with business success and responsible leadership in the digital era. By embracing responsibility in the DVF framework, product managers can design a more inclusive world—one product at a time.