Retail design and the visually impaired: A needs assessment

• Daily mobility limitations were a concern people with visual impairment.
• Challenging tangible factors were layout, colour, lighting, flooring, and signage.
• Issues related to intangible factors included service and payment procedures.
• Strategies to address these challenges are discussed.

This research explores the lived experience of consumers with visual impairment to better understand their everyday shopping challenges, gaps in retail design, and opportunities for improved service. Three focus group interviews were conducted with 17 informants. Data were audio-recorded, transcribed, and analyzed using QSR NVivo 8. Findings highlighted many challenges: mobility and getting into the store; judging quality; distinguishing colour; reading labels, store signage, and receipts; negotiating store lighting, merchandise layout, and fitting rooms; and interacting with sales associates. This paper identifies visually impaired shoppers' need for universal retail design, discusses implications, and provides recommendations to retailers and product, graphic, and interior designers.