100+
years of design and craftsmanship
CASE STUDY
Bang & Olufsen makes accessibility part of luxury with Siteimprove
Bang & Olufsen used Siteimprove to embed accessibility into its global e-commerce workflows, reduce compliance risk, and strengthen the luxury customer experience.
1,200+
employees worldwide
Global
e-commerce platform
The problem
For more than a century, Bang & Olufsen has shaped how people experience sound through iconic design, craftsmanship, and immersive storytelling. As its global e-commerce platform expanded, however, accessibility did not keep pace with the company’s ambitions.
Internal teams were focused on creating cinematic, high-performance digital experiences, while many technical tasks were outsourced. Without shared accessibility standards, knowledge, or processes, issues were handled inconsistently and became increasingly difficult to identify and maintain across the platform.
A legal challenge in the United States brought the risk into focus. Some problems required small content changes, while others exposed gaps in the company’s broader design and publishing processes.
For a brand defined by beauty and precision, creating an experience that some customers could not navigate or understand was incompatible with its definition of luxury. Bang & Olufsen needed a way to make accessibility clear and actionable for designers, developers, content creators, product owners, and leadership.
We stopped seeing accessibility as a constraint. It became part of what quality means for us, one more adjective that defines a luxury experience.
Giulia Miotti
Senior Manager of Content & Experience
The solve
Siteimprove gave Bang & Olufsen continuous visibility into its accessibility performance, including where issues appeared, why they mattered, and how teams could address them.
Automated and manual testing translated complex accessibility requirements into clear next steps. Content teams received precise guidance, designers could build more accessible components, product owners could prioritize improvements, and leadership gained greater visibility and accountability.
The team also established bi-weekly testing of key pages supported by structured manual reviews. Highlighted examples made issues easier to understand, recurring patterns easier to recognize, and development tickets easier to create and prioritize. Accessibility became a shared responsibility rather than something managed by one person or team.
Bang & Olufsen combined Siteimprove's automated assessments with testing by accessibility experts. Watching people use screen readers or navigate the purchasing process using only a keyboard revealed barriers that automated checks alone could not identify.
Continuous monitoring helped teams identify regressions before they became widespread, while dashboards provided a shared source of truth across design, development, content, product, and leadership.
AI-supported capabilities also reduced repetitive work through tools such as alt-text generation and pattern detection, allowing teams to spend more time improving the customer experience.
The results
85%
of heading structure corrected
Bi-weekly
accessibility testing established
Continuous
monitoring to prevent backsliding
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