Give the company or person making it a chance. Send them a note somehow - through the app, tweet at them, send an email, post on the discord or chat channel, file a bug if they have that mechanism, something.

It’s easy for things to slip through — as someone who runs a software team, who really cares about accessibility, I’ve definitely got feedback on products from blind users where we did things wrong, and we’ve fixed it.

I can’t see why anyone would *start* by filing a lawsuit. Shit like that makes the world a worse place. If you’ve tried other ways? Sure. But to start like that? I’m disgusted anyone would even suggest it.

Do you contact customer support? Sometimes, depending on how I'm feeling, whether it's important enough to me, how significant the issues are and how likely I think it is that they'll fix the problems.

Do they fix the issue? Rarely, and sometimes they introduce new accessibility issues after they fix what you told them about.

Do you post on social media? No, because I don't use much social media. And even if someone from their PR department responds, that's no indication that they'll fix the issue.

Is legal action the only way? Sometimes it is. Accessibility is still considered a "feature" by many companies, and sometimes it has a much lower priority than other features.

As a developer for a major open source product (Moodle) we really care about our accessibility, but it’s still a major challenge to get right.

We’ve been focusing on it for as long as I can remember but it’s only in the past few years where the standards are mature enough to be understandable, and the software (JAWS and NVDA) actually follows the specs well enough.

We currently have three developers working pretty much full time on improving our accessibility. We’re starting with the most high traffic areas and gradually working out. We will never actually finish but it’s really pleasing to see more and more new developers who actually have some understanding of accessibility standards so I hope that’s a trend that we see across the board.

I’d recommend contacting customer support at the first instance and working up the chain. Often you’ll find developers keen to work on accessibility but the scheduling manglers have a different agenda.

If you’re using a self-hosted system then also speak to the internal powers that be. We often get people complaining about all sorts of things but discover that they’re running a release from 4 years ago.

From the perspective of some who works in the design community. I think it's company dependent. More companies are focusing on accessibility in their designs and end product. I would recommend support first as they will likely creat a ticket. If it's an easy thing to fix (color contrast) that's something they may be able to do quickly.

In my organization posting on social media is generally about the same as contacting support. The support team monitors mentions on social media and creates tickets when action is needed.

I hope this helps and I hope they are able to improve their site to make it more accessible!

A polite, informative, email should suffice

Unfortunately here in Portugal there isn't anything like the ADA so suing is not an option. As for reporting accessibility issues I do so through the official channels when they bother me enough, and often get promised a fix, but entities rarely follow through. For example I E-mailed one of my banks to have them fix issues with their app and actually got a call from the head of software engineering who promised to make the app accessible, but I guess it was too much trouble for them to bother.

I guess that when it comes to apps the problem is the reliance on third-party cross-platform frameworks that not only add a lot of bloat and create unnecessary dependencies on technologies that may not withstand the trial of time but also fail to implement accessibility right.

First action I take is to trouble-shoot/self-help. (Manually labeling things, finding workarounds, getting creative). If that doesn’t work, I’ll reach out to customer service,  initially via social media then a good ole telephone call.
Not being an entitled, whiny dick, but working with companies, helping educate/inform goes a long way.
As far as the legal route, personally, nah. Not worth my time/effort. There are more important things in the world to worry about. Plus, the NFB cult has those bases more than covered, especially when it comes to downright Ridiculous suits.

Customer support is the first way to do it, then if nobody answers contact the CEO directly if possible or use social media

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File an ADA suit, pref in CA, if you find a good lawyer let me know.