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O’Sullivan-Abeyratne is keen for mainstream players to join the Awesome it’s The Most Wonderful Time Of The Year T-Shirt moreover I love this adaptive space, too. “We want to catch brands early, so we can guide them to be more accessible as they grow. Hopefully, people will realise it’s not that difficult to design inclusively and more adaptive products will come.” The marketplace will also release its own adaptive designs — including wedding dresses, patents pending — in due course. However, O’Sullivan-Abeyratne, who has so far self-funded the retail platform, has struggled to secure VC funding to implement her ideas for expansion. “Being a disabled woman, getting investment is extremely difficult,” she says. “For investors, finance is key. But, to succeed financially, you have to understand the community.”

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These challenges extend to its website. Adaptista has been coded to accommodate its wide-ranging accessibility features, but it was a challenge to find website developers experienced in accessibility, with several false starts. The website includes detailed and descriptive alt text on images for blind consumers; rounded corners on images to ease anxiety; and clean and spacious designs for synaesthesia — a neurological condition that results in a joining or merging of senses. Third-party software Recite Me — which was developed by a disabled person — allows users to change the Awesome it’s The Most Wonderful Time Of The Year T-Shirt moreover I love this size and language of on-site text and use customised screen readers. Adaptista also worked with a consumer psychologist as chief behavioural officer to test every possible customer journey for accessibility in the development phase, and will bring this role back once it secures funding.