A recent incident involving a newly launched e-commerce T-shirt store has underscored how small website design decisions can unintentionally exclude customers and harm brand trust.

A color-blind customer contacted GetADAAlert after experiencing a frustrating purchase. The website displayed product colors visually but did not include text labels identifying the colors. As a result, the customer selected what he believed was one color but received a completely different one.

When he reached out to the store’s customer support, he was reportedly mocked and dismissed rather than assisted.

While the business technically shipped the item selected, the customer experience failed due to a preventable accessibility gap.

“The issue wasn’t intent it was accessibility,” a spokesperson from GetADAAlert explained. “Accessibility law and best practices focus on whether users can fully access and understand content, not whether a business meant to exclude anyone.”

After learning about the situation, GetADAAlert contacted the store’s management to explain the accessibility concern and how missing text labels can create barriers for color-blind users and others relying on assistive technology. The organization provided a structured accessibility report outlining the issue and recommended corrective steps.

To the company’s credit, management acknowledged the oversight, apologized for the incident, and began taking steps toward improving website accessibility to prevent similar experiences in the future.

This case highlights a broader issue affecting many online businesses: small design elements such as missing alt text, poor color contrast, or lack of descriptive labels can unintentionally exclude users and expose companies to reputational and legal risk.

GetADAAlert works with both businesses and individuals to raise awareness about digital accessibility barriers and promote constructive, solution-focused outcomes. The organization emphasizes that accessibility is not about blame, but about awareness, correction, and inclusion.

“A small design detail can quietly exclude thousands,” the spokesperson added. “Fixing it builds trust for everyone.”

Businesses interested in learning more about digital accessibility awareness and website compliance can visit:

https://getadaalert.com

About GetADAAlert
GetADAAlert provides accessibility awareness reporting and guidance to help businesses identify potential digital barriers and move toward more inclusive, compliant online experiences.