Background
esure is committed to embedding accessibility into their organisation and ways of working. They know that building digital services with inclusion in mind can create better customer experiences for everyone.
For esure, the focus is not just about maximising the potential to grow their customer base — it’s about ensuring no one is excluded from their future products and services.
Challenges
“We want to find opportunities to improve accessibility at every stage of the service lifecycle”
Recognising that awareness and understanding are vital to meet their inclusivity values and achieve their accessibility goals of long-lasting change, esure sought to create meaningful education and engagement opportunities for their teams.
The challenge was to educate and empower at all levels while offering first-hand experiences to connect the esure teams to the challenges faced by their older and disabled users.
To meet this challenge, REO ran a series of Digital Inclusion Labs — interactive awareness sessions that show real users with different access needs interacting with digital platforms.
Our approach
The Digital Inclusion Lab is an immersive experience designed to educate and inspire. Over three key events, we brought accessibility to life through:
Interactive Stations
Participants took part in hands-on simulations that recreated the digital barriers experienced by older and disabled users — from mobility and hearing loss to cognitive differences and age-related challenges.
Live User Testing
We hosted a live session with a blind screen reader user, demonstrating how assistive technology navigates digital journeys. It offered insight into barriers blind users could face and how inclusive design improves usability.
Expert Talks
REO’s accessibility expert Dr Thomas Hein delivered talks that combined education, real-world examples, and actionable role-based takeaways for teams.
The events
Digital Inclusion Lab (REO’s London office):
A hands-on learning experience for esure’s digital teams, focused on building awareness and practical understanding of accessibility challenges.
Pop-up Inclusion Lab & live user testing (on-site at esure):
A focused, on-site session for wider teams and senior leadership, featuring interactive stations and live demonstrations to show the real-world impact of digital accessibility.
One-on-one remediation support:
Targeted working sessions with development and product teams, providing immediate feedback and reinforcing the role of accessible design throughout the product lifecycle.
The outcome
Key achievements
Leadership Buy-In:
The Digital Inclusion Lab sessions highlighted the importance of accessibility as a strategic priority for senior leadership.
Practical Enablement:
Development teams received live feedback, allowing them to apply accessibility learnings immediately.
Momentum for Culture Change:
Sparked internal interest, building accessibility champions and paving the way for long-term inclusion.
Demonstrating Commitment To Accessibility
“esure have set a high standard for how organisations can empower their people and prioritise digital inclusion”
By investing in education, awareness, and enablement, esure has shown a clear commitment to embedding accessibility into their organisation.
The Digital Inclusion Lab provided an innovative and engaging way to inspire change.
Now, teams across esure have the knowledge and tools to deliver inclusive digital experiences for all their customers.
This partnership with REO highlights esure’s forward-thinking approach to accessibility, setting an example for how organisations can empower their people and create a culture of digital inclusion.
