Grey Allbirds moonshot shoes mounted on a cut section of grass with pink flowers against a beige background. Press image.

Part of an on-going series where I casually roast offer free accessibility consulting for the homepage of major brands that talk about inclusion but are they doing the work?

Allbirds, is a New Zealand and American company that sells footwear and apparel. Let’s dive in, reviewing

First off, the company starts strong - they have an accessibility statement, however nothing about WCAG, nothing about known issues. Simply a generic statement:

…committed to making our website’s content accessible

What does that mean? How committed? When was the last accessibility audit? Additionally, there’s this whole section about if it’s a 3rd party it’s not our problem. Technically it is - but we’ll park this for the moment.

Reviewing the menu

First off, the menu uses UPPERCASE text. This is not great for those with cognitive issues like dyslexia. However it’s coded with CSS styles so that’s a partial improvement.

Next, there seems to be this mix of using links and buttons interchangeably which impacts WCAG 1.3.1.

It’s not visually clear to the user if they’re going to be directed to new page or open the mega-menu. As a user lands on “Kids” the style changes as it’s a link, there is only a very subtle visual change.

Play: Allbirds homepage menu focus styles

Video description - a user on desktop navigating the menu with a keyboard. Highlighting differences in styling as a user lands on links and buttons. It's unclear visually which is a link and will direct to a new page and which is a button that will open the navigation menu.

Not everyone can use a mouse, many users operate the web using a keyboard only. This could be for a variety of reasons like having multiple sclerosis (MS). When the large mega-menu opens it’s not easy to navigate into this. There is an announcement that says expanded but doesn’t indicate this relates to the menu.

Should I select men’s and open the menu related to this section, I would expect the next interaction to go inside this menu. Instead, a user has to navigate to the end of the entire top menu to access this and get inside.

Additionally, should a keyboard user navigate to the end of mega-menu, rather than start at the beginning - the focus spills over into the rest of the page. Elements that are behind the menu on the page get selected, the user totally loses focus - impacting WCAG 2.1.

Focus styles

The focus styles around the links could do with some improvement the black outline is not clear due to the background image impacting 2.4.11. Additionally these are links not buttons, impacting WCAG 1.3.1.

Play: Allbirds homepage focus styles

Video description - a user on desktop navigating the homepage with keyboard, the focus moves from "Shop Men" to "Shop Women". These focus styles are not clear to a user due the black outline's interaction with the background image.

This continues on the homepage on sections, the focus styles are hard to see.

The focus styles are hard to see when selecting the carousel section of the homepage. There are three cards with photos of peoples legs drawing attention to the shoes. On top of each image is black background with about 50% opacity, on top of this are links that look like buttons, directing to a different part of the website to shop

Heading structure, logical order

Taking a look at the heading order, the homepage jumps from h2 to h4 impacting WCAG 1.3.1.

There also seems to be some misuse of aria-label. The heading says “for everyday” but a screenreader will hear “View Slide 0”

screenshot of the allbirds homepage in July 2023, highlighting incorrect heading structure on the homepage, it jumps from h2 to h4 impacting WCAG. This has been highted with a tool that colours headers in blue

There are also some links at the top of the page that have no hover state impacting WCAG 1.4.13. There is also a button in this section that uses a chevron icon - however it has no text or a label, a screen reader hears “button” with no other details of what this does.

links on homepage saying Shop Men and Shop Women, the design has no hover state
button on homepage, it's a right-facing-chevron on a black background.  However it has no text, accessible name or focus state. Under this section is set of other icons including a basket and help icon as well as partial section of an image of an human arm to give context of where this section is located

Colour contrast

Taking a look a bit further down the page there an email sign up however the placeholder fails colour contrast checks, the text is not really readable. This impacts WCAG 1.4.11

Enter your email address placeholder has fails colour contrast


I’m pretty sure I know the answer to this, but let’s turn of JavaScript to check how robust the site is. As expected, the entire site fails to load. There are many reasons why JavaScript might fail to work.

Allbirds website fails to load should JavaScript not function

Missing alt text on images

The homepage has a lot of images that are missing alt text impacting WCAG 1.1.1. Sometimes there’s an argument made where someone is like “its decorative” - if that was the case you would be able to remove it and it wouldn’t matter to sighted users. I’m pretty sure the main image is deemed important.


A quick review of the homepage but it’s clear Allbirds has more work to get it to a place where it meets WCAG 2.1 AA standards as is as accessible as it could be. A 2023 WebAIM report noted that 96.3% of home pages had detected WCAG 2 failures.

I’m Chris, a UX Developer with a focus in accessibility, available for hire.
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