How Ollie Replaced Four Years of Audit Reports With 451 Accessibility Fixes in Two Weeks

THE SCENARIO

Ollie is an oral care brand that started, more than a decade ago, with a single sonic toothbrush. Today its catalogue runs from its flagship Clean Mint toothpaste, a fluoride-free formula built on 10% nano-hydroxyapatite, through PAP enzyme whitening strips, mouthwash, sonic toothbrushes, floss and multi-pack bundles. The company is based in Davisburg, Michigan, sits within Brio Product Group, and donates 10% of profits to make oral care kits for people who need them.

Ollie's test for what earns shelf space is written on its own About page: "If it doesn't do something real, it doesn't make the cut." That is a formulation philosophy, but it ended up describing how the company approached its website too.

Behind the catalogue is a lot of storefront for a short bench to hold: a subscription programme with multi-pack options, Rebuy for merchandising, Klaviyo for email, a third-party form builder wired into the CRM, and two business-to-business surfaces, Ollie for Dental Professionals and Ollie Dental Advisors. The build is theme-only, with no separate codebase and no in-house developer. Torrie May, Ollie's Director of Operations, owns all of it day to day, from product photography to theme changes, alongside one senior operations manager.

And the volume was climbing: over the twelve months to August 2026, Ollie went from 30,000 subscribers to 50,000. "Our toothpaste really took off," Torrie said.

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THE CHALLENGE

For most of that growth, accessibility was not a program. It was anxiety.

What Ollie bought instead was an audit, roughly every six to nine months. "We'd just find somebody on like Upwork and we'd bring them in," May said. By her count, three or four times across four or five years. This is one of the most common patterns in ecommerce website accessibility, and it fails structurally: the audit is treated as the deliverable. A report describes the barriers, it does not remove them, and it goes stale the moment the next theme change ships.

The most recent engagement made the gap impossible to ignore.

The handover assumed a capability Ollie had never claimed to have. "I'm not a developer," May said. "A lot of that stuff, I don't know what I'm doing." So the findings sat where findings sit at a lean brand: acknowledged, undone, compounding with every new product page. Meanwhile growth was making Ollie conspicuous. Her sense of how web accessibility lawsuits find their targets was blunt: "It's almost like they pick it. They go through and they're like, okay, what company's growing and doing really well? Let's go mess with them."

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THE SOLUTION

Ollie's CEO, Eric Steckling, came across TestParty at SubSummit, and the evaluation was short. A single call on June 16, 2026 turned into a live kickoff: Shopify collaborator access was granted on screen and the app installed. There was no demo.

Three things decided it. Continuous coverage instead of periodic accessibility audit snapshots, or in May's words, "constant eyes on it." Remediation rather than description, which is the whole distinction between tools that fix and tools that only report. And coverage if the worst happened, so a claim would not land on Ollie alone.

The delivery model suited Ollie exactly. TestParty scanned every unique page template, then wrote the fixes into a duplicate Shopify theme rather than touching the live site, leaving Ollie to review and merge when ready. Five colour-contrast corrections were walked through individually, from the subscription savings badge to white text on Ollie's teal. The palette was never overridden; each change moved to the nearest conformant shade, which mattered to a brand that feared a remediation tool flattening its design. A target-size correction enlarged the homepage carousel controls, and automated alt text was switched on across the catalogue, closing a gap May was candid about: photography was hers, and alt text was "off my radar."

The third-party apps were handled the same way. Rather than handing Ollie a list of vendors to chase, TestParty contacted Rebuy, Klaviyo and the form builder directly. Two were resolved. The form builder would not commit to a date, so the limitation was documented openly in Ollie's accessibility statement while a replacement was sourced, and Ollie has since moved that form elsewhere. For a team with no engineers to spare, that difference is the entire value.

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THE RESULTS

The first pass fixed 451 accessibility issues across every unique page template, reviewed fourteen days after kickoff and merged live by mid-July. Asked how it felt from her side, May said simply "It was so quick": one call to align, a short list of contacts to gather, and "within one or two calls later, everything was implemented and taken care of."

The most durable outcome is public. Ollie now has a live accessibility statement linked from its footer, committing to WCAG 2.2 Level AA, ADA and Section 508 standards, naming the one outstanding third-party limitation and giving visitors a route to report barriers. A month earlier there had been nothing at all: a verifiable artefact rather than a claim.

What it cost Ollie internally is the number that will land hardest with any small team.

Steckling's involvement after the kickoff was, by May's account, effectively none. The surprise ran in that direction: she had expected a heavier, more consultative process, and instead found it "so much more easy than I thought it was going to be." Ollie is now on a standing cadence of weekly scanning with monthly remediation and reporting, which the old audit rhythm could never do.

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THE ROAD AHEAD

Ollie is about to rebuild its storefront. A redesign is in planning, the dental professional channel is a growth priority, and as May put it, "we're making changes to the website all the time, just constantly." That is precisely when a point-in-time ada compliance audit loses value fastest and continuous accessibility remediation earns its keep. TestParty will review the new build before it goes live. 

Asked what she would tell another fast-growing brand that has not touched accessibility yet, May did not hedge.

For a company whose test for any product is whether it does something real, that is a fitting place to land. Ollie spent four years buying descriptions of its accessibility problems. It took two weeks to fix them. Similar arcs: Case-Mate after repeated short engagements, Satya Jewelry choosing ongoing conformance over a one-time fix, and Magic Spoon right-sizing to a lean team.

Ready to leave accessibility issues in the past?

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