Approach to Accessibility

Accessibility with our website provider Passenger


Passenger is committed to making its technology accessible to all. We strive to build universally usable digital products, accessible by people with the widest range of abilities and operating within all manner of situations.

This information sheet details the approaches we take and the functionality we have created to ensure this accessibility in each of our products. This is an evolving document, which will be updated as our products continue to improve in response to the needs of users.

Continuous improvement

We continue to implement ideas and improvements based on the needs of users and our customers under a continuous improvement programme of development.


WCAG 2.0 Guidance

Passenger follows the Web Content Accessibility Guidelines (WCAG) 2.0 for the text sizes, colours and contrast ratios featured in its products. These guidelines cover a wide range of recommendations designed to make web-based content accessible to people with disabilities, including blindness, low vision, deafness and hearing loss, learning disabilities, limited movement and more.

In Passenger’s digital products:

  • The baseline text size for buttons and links is set to 14pt bold, which by the WCAG standard is classed as Large Text (we do sometimes use a smaller size, but only in rare cases)
  • When we create a new theme for an operator (using the colours based on their brand), we aim to make all contrast ratios for text pass the WCAG AA standard (min. 3.1:1).

Custom route colours

We provide the functionality to operators in Passenger Cloud, our back office system, to add custom route/line colours (text and background colours) to the apps and websites. These combinations are set by operators as part of their route branding and do not always pass the guideline standards.

Ultimately, operators must be aware of and actively consider accessibility requirements around colour contrast when branding services.


We try to avoid using hidden gestures for actions (e.g. swipe to delete). Using always visible buttons, icons and text make the interface easier for users to interpret and requires less specific knowledge of an operating system.

A great resource on Contextual Swiping available online from Nielsen.


Passenger prioritises simple, plain English throughout its products. Any instructions or information provided is explicit and succinct, ensuring all users can read and understand the content and thereby interact with the apps and websites.



Responsive design

Passenger websites employ a technique called ‘Responsive web design’. This means that they automatically adapt to the size and format of the screen on which they are being viewed, whether that is a desktop, mobile or tablet device. This makes for a clear, accessible viewing experience whatever device or platform is currently being used.


By default, Passenger websites offer a selection of open fonts that have been designed for ease of reading in a browser. We encourage operators to avoid using fonts that are already associated with device operating systems, such as Roboto, which is closely associated with the Android OS and can, therefore, cause confusion for the user.

Font size

As a general rule, Passenger websites do not use text smaller than 14pt or 15pt. Body text on most Passenger websites is currently 16pt, where some are set to 18pt by default.

Text enlargement

Browsers, including Chrome, Safari and Firefox, can enlarge the whole page of any Passenger website, including text, form fields and images.

Accessible text links

We have published a guide on writing accessible links, which aims to support content editors in their responsibilities around universal usability. This is available within our Help Desk knowledge base, accessible to all Passenger customers.

Alternative text for images

All content images on Passenger websites include alternative text for screen-readers where there are not already captions. Decorative or non-useful images that provide no practical context do not include alternative text, as this can lead to confusion rather than clarity. We have published a guide on making images accessible, which aims to support content editors in their responsibilities around universal usability.

Tabbed page navigation

“Skip to content” link – the “main” content is not usually the first item encountered on a web page. Keyboard and screen-reader users generally must navigate a long list of elements before arriving at the main content. This is particularly difficult for users with some forms of motor disabilities. The “Skip to content” link on Passenger websites enable the user to get to the information they need quickly and easily.

ARIA labels on Navigation/Dropdowns/Tabs – where HTML elements do not already provide context, ARIA labels, or navigation landmarks, provide a way to identify groups (e.g.) lists of links that are intended to be used for website or page content navigation in Passenger, thus making those links more easily identifiable and accessible.