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Spargle meets Tineke Timmerman
Accessibility Lead | Consumer Market (a.i.) @ KPN
Documentary: Moeders by Nirit Pelet
Podcast: ‘Gebruiker Centraal’
Book: Excluses by Bruno Schepen
“Accessibility was never a priority, now companies are forced to adapt.”
What is your current role?
At the moment, I’m Accessibility Lead at KPN, focusing on content accessibility for the website within the consumer market.
What does that fully entail?
Well, by the end of June, the European Accessibility Act will require all consumer services to be fully accessible, a substantial change for the private sector. While government services have been compliant since 2018, this is new for many. For KPN, as a telecom provider, ‘accessible’ refers to ensuring that individuals with any type of disability can effectively use their products and services. This includes everything from phone access to website navigation. And this for all users: people with visual, auditory, and other impairments.
That sounds complicated, what are the main challenges?
It is! The core challenge is not just tech, even though that’s a huge part of it. But we’re also talking about design, and crucially, content. It’s not just about slapping subtitles on videos or alt text. It’s about understanding the context. Content teams have to make nuanced decisions based on accessibility rules, which is very complex. My role is ensuring we meet those requirements and standards for the consumer market. Right now, it’s a lot about organization: establishing processes and equipping content managers with the knowledge and tools they need to integrate accessibility into their work. Another challenge I face is that accessibility was never a priority, now companies are forced to adapt.
“Suddenly, it’s not just compliance; it’s a clear business opportunity.”
With the Accessibility Act now in place, how do you overcome resistance and ensure teams are motivated to meet the new standards?
Given the fact this is a “forced” change, you do see companies focused on simply ticking the compliance box. My role though, is to shift that perspective, and data is the key to success here. While statistics are debated, the fact remains, roughly one in four people has a disability. That’s a significant number. Suddenly, it’s not just compliance; it’s a clear business opportunity and a chance to have a direct impact on the lives of a large customer segment.
Would you say compliance outweighs ethical considerations for most companies in this instance?
Ultimately, compliance is the baseline objective. And of course, it’s a valuable aspect of a company’s profile. But, there’s a significant, often overlooked, customer base here. However, quality accessibility requires a substantial, long-term investment. It’s not a quick win. It needs to be integrated into the entire product and service lifecycle. I understand like no other that businesses and teams are often driven by immediate results, but this definitely needs a more ‘long haul’ approach.
How do you manage that ‘long haul’ approach?
Thankfully, I’m not tackling the entire accessibility initiative alone, that would be impossible. My focus is specifically on content. It also helps that KPN has already shown a strong commitment, investing significantly in technical accessibility and internal training. It’s genuinely encouraging to see the level of awareness within this organization. However, there’s still a distinct gap between understanding the principles and the practical application. My work is dedicated to bridging that gap, providing the hands-on support teams need.
“Having a son with an invisible disability has made me even more aware of accessibility and inclusive design.”
How will you bridge that gap?
My focus will be on practical knowledge sessions, from alt text best practices to system optimization (the CMS does not always give the options needed to execute accessibility), but I also work closely with other teams to establish the necessary requirements for execution. We’re also diving into crucial language nuances. For example, knowing when to mark English text within Dutch content for screen readers is vital. Without proper coding, screen readers can misinterpret it, leading to a confusing experience. What’s been really interesting is how these sessions lead to broader discussions, even challenging product naming. It’s a holistic approach and on all levels in the company they might have to rethink certain things.
Why did you become so interested in accessibility?
Having a son with an invisible disability has obviously been a motivator for me and made me even more aware of the importance of accessibility and inclusive design. At the same time, my broad experience across different disciplines helps me bridge the gaps between teams. Accessibility sits at the intersection of design, development, and business. Having an understanding of all these perspectives is essential.
“I started to learn UI/UX design and became a front-end developer.”
Where does your understanding of all these perspectives come from?
I began in the cultural sector, focusing on marketing, branding, and, particularly, organization. This exposed me to the work of designers. Driven by curiosity, I started to learn UI/UX design and became a front-end developer, mastering HTML, CSS, and JavaScript. This practical experience, combined with my project management background, provided a solid understanding of product development. The major turning point was an accessibility project two years ago; this demonstrated how my ability to ‘speak the language’ of multiple disciplines allowed me to effectively bridge gaps between teams, especially crucial for accessibility initiatives.
What do you find to be both a challenge and a blessing in the corporate world?
Having many specialized roles is both a blessing and a challenge. In content, for example, we’re at the end of the line. Marketing creates the vision, design studios bring it to life, technical teams build the website, and UI/UX designers make it usable. Then, the content manager finalizes everything. The challenge for me is that now I’m in the content department, however accessibility needs to be considered at almost every step, but with so many stakeholders, it’s harder to align everyone and ensure it’s prioritized throughout the process.
“”I believe there will be a strong need to humanise technology.”
Could you share an example of one of those challenges?
A practical example is when we faced the challenge of marking English text on a Dutch webpage for accessibility. We needed a simple ‘select and mark’ feature, similar to adding a link. Rather than simply pointing out the issue, I partnered with the technical team to develop the solution. This experience shows the necessity of a hands-on, knowledgeable, and communicative approach. It also highlighted the importance of a customer-centric mindset towards colleagues, ensuring they have the tools they need and acting promptly when they don’t.
What is your life motto?
It’s a long quote, but one I truly cherish: “Have patience with all things, but chiefly have patience with yourself. Do not lose courage in considering your own imperfections, but instead, set about remedying them. Every day, begin the task anew.” The last part, in particular, inspires me. Even when you doubt yourself, feel frustrated, or are not sure if you made the right choice, you can always start again and keep trying. It’s never too late to begin anew. –St. Francis de Sales
What person inspires you a lot lately?
I’m inspired by many people, but someone who comes to mind is Michelle van Tongerloo (author of ‘Komt een land bij de dokter’). She took action to help vulnerable individuals when the healthcare system failed them. That takes courage. I’m also deeply moved by mothers of children with special needs, whose resilience in balancing caregiving, family life, and careers is truly inspiring. As one myself I know firsthand the strength it takes to keep showing up, everyday.
What trends do you foresee in 2024 within your role and/or in the freelancer industry?
With AI advancing rapidly, I believe there will be a strong need to humanise technology. While AI can enhance efficiency, organisations will increasingly recognize the importance of embedding inclusivity, empathy, and accessibility into these systems. Human-centered design will be key to earning usertrust and satisfaction, which will offer profit for all.
