The website features a clear and well-organized main navigation. The menu consists of the different sections of the website to help categorize the different products and for which age/gender group. The list continues on with more subsections and about the company or customer service options. Additionally, the footer provides a comprehensive 'More Info' section with clearly labelled links. This detailed footer acts as secondary navigation hub, offering users multiple pathways to find specific information about the company, its initiatives, and legal policies. This enhances the 'Understandable' aspect of the site by providing a clear overview of available resources and supports the 'Operable' principle by offering numerous easily identifiable and clickable options for different areas/link, catering to diverse user needs and assistive technology.

Throughout the website, Patagonia uses its appeal by keeping a theme to keep the organization in a clear manner. The website employs a consistent color scheme where text elements are predominantly black or white, providing a strong contrast against the background. While the images maintain color to showcase products and activities, the crucial information does not rely on color alone for differentiation. For example, links are typically in black text (on hover the text bubble creates a motion adding a visual cue). This approach minimizes potential accessibility issues for users who are color blind (or with deficiencies), aligning with the 'Perceivable' principle.

As defined in the module's section on Web Accessibility Principles, and the POUR acronym, 'Perceivable' means that information and user interface components must be presentable to users in many ways they can perceive. On this page, the images, such as the one associated with 'Mountain Biking' and its subsections ('Explore', 'Men's', 'Women's'), are accompanied by descriptive alternative text. This is a crucial application of the 'Perceivable' principle because for users who cannot see the images, such as those using screen readers, this alt text serves as a textual equivalent, allowing them to understand the visual content and its relevance to the 'Mountain Biking' section and its navigation. By providing these text alternatives, Patagonia ensures that the visual information is perceivable through another sensory channel , making the content more accessible.

A good practice with a clear heading structure, following a logical structure with subsequent sections and using tags appropriately. This structure helps screen reader users understand the hierarchy of information and navigate the content effectively supporting the principles learned in the module. It allows for the reader to understand the relationship between the different sections.

Patagonia provides a prominent and clearly labeled "Accessibility Statement" in the footer, as it gives a clear description of the website accessibility and providing more information of the regulating laws. This proactive measure aligns with the 'Understandable" principle as learned in the module by offering users a dedicated resource to learn about the site's accessibility features and their commitment to inclusivity. Furthermore, by outlining their adherence to WCAG 2.1 Level A and AA, they demonstrate an effort towards creating 'Robust' content that can be interpreted reliably by various assistive technologies, as emphasized by the W3C guidelines discussed in the module. The inclusion of a phone number for direct assistance ('If you are you using a screen reader...") further enhances understandability by providing a clear support pathway for users encountering barriers.

As Patagonia partners with Level Access to enhance their accessibility going beyond by providing the application of keyboard support by mentioning of a free 'assistive CX technology application' for customers who have difficulty with typing, gesturing, moving a mouse, or reading. The icon (further down the page) allows for the assistive technology to be installed with good font and sizing. As stated in their statement, the application includes tools such as mouse and keyboard replacements, voice recognition, speech enablement, and more. This measure ties in with the 'Operable' principle for a wider range of users with motor impairments and also contributing to the 'Robust' nature of their website by offering alternative methods beyond the browser and operating system features. It is a noteworthy addition as their website is backed up by a diverse group utilizing best practices for web accessibility and keeping up to date with relevant technologies indicating an ongoing commitment to maintaining and improving accessibility.