Case study, accessibility journey of Starbucks, A11y explained with Diana - Thursday, December 4, 2025, received 2025 12 04
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Colin Howard
Dec 4, 2025, 9:58:59 AMDec 4
to post AVIP list
Greetings,
I've never tried any app only visited the places a few times in different
locations, accompanied by others.
Be interested to hear of the experiences of others.
The Author, who I believe to be David Goldfiels, writes:
Long before I became an accessibility specialist, one of my very first jobs
was as a barista at Starbucks and I remember how much emphasis they placed
on consistency and creating a welcoming space. Years later, looking at their
digital accessibility work, I realise that the same philosophy extends far
beyond their cafés.
Starbucks isn't just a coffee company, it's a global brand with a
surprisingly thoughtful and evolving approach to accessibility, both
in-store and online.
A brief timeline
2014-2018: Starbucks begins publishing its early accessibility commitments
and starts developing internal training on disability inclusion.
2019: the first Signing Store opens in the US, fully designed for Deaf and
hard-of-hearing customers and staff.
2020: Starbucks expands disability inclusion globally, releasing clearer
accessibility statements, improving app navigation and voice-assist
features.
2021-2024: more Signing Stores open internationally (Japan, China, South
Korea), and Starbucks continues improving the accessibility of its mobile
apps and website.
Now: regular updates in their accessibility statements show continuing work
on screen-reader support, colour contrast, and user-centred testing.
What makes Starbucks stand out?
They integrate inclusion physically and digitally. Many brands address only
one side. Starbucks builds accessible spaces and accessible interfaces.
Signing Stores aren't marketing - they're co-designed with Deaf communities.
They include visual alerts, digital displays, ordering screens, and staff
fluent in sign language.
They redesign with real users. Starbucks has been testing digital features
with people with disabilities for several years.
They invest in continuity, not one-off initiatives. Accessibility is
mentioned across CSR reports, diversity statements, and product updates.
Interesting facts
Starbucks created a colour palette and iconography system for their Signing
Stores designed to be high-contrast and easy to read.
Their mobile app offers one of the better voice-over experiences in the
retail/food sector, especially for ordering and rewards.
In the US, Starbucks partners with the Deaf community to develop training
pathways for employees with disabilities.
Their web and app accessibility statements include real, openly listed
issues - it is something many companies hide.
Several stores worldwide offer sensory-friendly hours and environments
(reduced noise, lower lighting, alternative ordering options).
Where work is still needed
Some menu and product carousels are still challenging for screen-reader
users.
Map navigation in the store locator can be difficult for keyboard-only
users.
Not all updates roll out consistently across all countries.
Accessibility statements do not yet cover all web properties (especially
regional sites).
Sources & further reading
Starbucks Signing Stores - global overview (2016-2024)
https://stories.starbucks.com/asia/stories/2016/deaf-partners-build-careers-at-starbucks/
Expansion of Signing Stores in Malaysia (2019)
https://stories.starbucks.com/asia/stories/2019/career-opportunities-expand-in-malaysia-with-opening-of-new-starbucks-signing-store-in-penang/
Starbucks Signing Store in Borneo (2023)
https://stories.starbucks.com/asia/stories/2023/starbucks-malaysia-launches-first-signing-store-in-borneo-and-the-third-in-malaysia/
McKinsey x Starbucks - Inclusive Spaces Framework (physical accessibility)
https://www.mckinsey.com/us/our-societal-impact/partnering-on-americas-toughest-challenges/helping-starbucks-design-stores-that-are-inclusive-for-all
Starbucks Global Environmental & Social Impact Report (includes
accessibility references)
https://stories.starbucks.co.jp/uploads/2022/04/Starbucks-2021-Global-Environmental-and-Social-Impact-Report-1.pdf
Article about Starbucks' fourth Signing Store in Malaysia (2024/2025)
https://cilisos.my/starbucks-malaysia-opened-their-4th-signing-store/
Starbucks Japan - accessibility-related Signing Store launch
https://stories.starbucks.com/asia/stories/2020/starbucks-first-signing-store-in-japan/
A11y explained with Diana is a reader-supported publication. To receive new
posts and support my work, consider becoming a free or paid subscriber.
Share
https://a11ywithdiana.substack.com/p/case-study-accessibility-journey
David Goldfield,
Blindness Assistive Technology Specialist
http://www.DavidGoldfield.com
Director of Marketing,
Blazie Technologies
http://www.BlazieTech.com
JAWS Certified, 2022
NVDA Certified Expert
Subscribe to the Tech-VI announcement list to receive blindness technology
news, events and information.
Email: tech-vi+...@groups.io
http://www.DavidGoldfield.com
Colin Howard, Southern England.
I've never tried any app only visited the places a few times in different
locations, accompanied by others.
Be interested to hear of the experiences of others.
The Author, who I believe to be David Goldfiels, writes:
Long before I became an accessibility specialist, one of my very first jobs
was as a barista at Starbucks and I remember how much emphasis they placed
on consistency and creating a welcoming space. Years later, looking at their
digital accessibility work, I realise that the same philosophy extends far
beyond their cafés.
Starbucks isn't just a coffee company, it's a global brand with a
surprisingly thoughtful and evolving approach to accessibility, both
in-store and online.
A brief timeline
2014-2018: Starbucks begins publishing its early accessibility commitments
and starts developing internal training on disability inclusion.
2019: the first Signing Store opens in the US, fully designed for Deaf and
hard-of-hearing customers and staff.
2020: Starbucks expands disability inclusion globally, releasing clearer
accessibility statements, improving app navigation and voice-assist
features.
2021-2024: more Signing Stores open internationally (Japan, China, South
Korea), and Starbucks continues improving the accessibility of its mobile
apps and website.
Now: regular updates in their accessibility statements show continuing work
on screen-reader support, colour contrast, and user-centred testing.
What makes Starbucks stand out?
They integrate inclusion physically and digitally. Many brands address only
one side. Starbucks builds accessible spaces and accessible interfaces.
Signing Stores aren't marketing - they're co-designed with Deaf communities.
They include visual alerts, digital displays, ordering screens, and staff
fluent in sign language.
They redesign with real users. Starbucks has been testing digital features
with people with disabilities for several years.
They invest in continuity, not one-off initiatives. Accessibility is
mentioned across CSR reports, diversity statements, and product updates.
Interesting facts
Starbucks created a colour palette and iconography system for their Signing
Stores designed to be high-contrast and easy to read.
Their mobile app offers one of the better voice-over experiences in the
retail/food sector, especially for ordering and rewards.
In the US, Starbucks partners with the Deaf community to develop training
pathways for employees with disabilities.
Their web and app accessibility statements include real, openly listed
issues - it is something many companies hide.
Several stores worldwide offer sensory-friendly hours and environments
(reduced noise, lower lighting, alternative ordering options).
Where work is still needed
Some menu and product carousels are still challenging for screen-reader
users.
Map navigation in the store locator can be difficult for keyboard-only
users.
Not all updates roll out consistently across all countries.
Accessibility statements do not yet cover all web properties (especially
regional sites).
Sources & further reading
Starbucks Signing Stores - global overview (2016-2024)
https://stories.starbucks.com/asia/stories/2016/deaf-partners-build-careers-at-starbucks/
Expansion of Signing Stores in Malaysia (2019)
https://stories.starbucks.com/asia/stories/2019/career-opportunities-expand-in-malaysia-with-opening-of-new-starbucks-signing-store-in-penang/
Starbucks Signing Store in Borneo (2023)
https://stories.starbucks.com/asia/stories/2023/starbucks-malaysia-launches-first-signing-store-in-borneo-and-the-third-in-malaysia/
McKinsey x Starbucks - Inclusive Spaces Framework (physical accessibility)
https://www.mckinsey.com/us/our-societal-impact/partnering-on-americas-toughest-challenges/helping-starbucks-design-stores-that-are-inclusive-for-all
Starbucks Global Environmental & Social Impact Report (includes
accessibility references)
https://stories.starbucks.co.jp/uploads/2022/04/Starbucks-2021-Global-Environmental-and-Social-Impact-Report-1.pdf
Article about Starbucks' fourth Signing Store in Malaysia (2024/2025)
https://cilisos.my/starbucks-malaysia-opened-their-4th-signing-store/
Starbucks Japan - accessibility-related Signing Store launch
https://stories.starbucks.com/asia/stories/2020/starbucks-first-signing-store-in-japan/
A11y explained with Diana is a reader-supported publication. To receive new
posts and support my work, consider becoming a free or paid subscriber.
Share
https://a11ywithdiana.substack.com/p/case-study-accessibility-journey
David Goldfield,
Blindness Assistive Technology Specialist
http://www.DavidGoldfield.com
Director of Marketing,
Blazie Technologies
http://www.BlazieTech.com
JAWS Certified, 2022
NVDA Certified Expert
Subscribe to the Tech-VI announcement list to receive blindness technology
news, events and information.
Email: tech-vi+...@groups.io
http://www.DavidGoldfield.com
Colin Howard, Southern England.
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