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As a company recognized by a number of publications and organizations for its ongoing commitment to a diverse workforce, Wachovia promotes diversity as a business imperative critical to the company's success. On Wachovia's web properties, the company tries to appeal to diverse segments through images of people of different races, ethnicities, and ages, reflecting the company's customer base. However, a recent usability test revealed that working off such demographics alone is not enough to translate diversity, and that building personas is the key to creating, not just representation, but relevancy.
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Personas and Diversity
http://www.usabilityprofessionals.org/upa_publications/upa_voice/volumes/2008/april/personas-diversity.html
Zhou, Yun and Cliff Anderson
Usability Professionals Association
2008
Abstract: As a company recognized by a number of publications and organizations for its ongoing commitment to a diverse workforce, Wachovia promotes diversity as a business imperative critical to the company's success. On Wachovia's web properties, the company tries to appeal to diverse segments through images of people of different races, ethnicities, and ages, reflecting the company's customer base. However, a recent usability test revealed that working off such demographics alone is not enough to translate diversity, and that building personas is the key to creating, not just representation, but relevancy.
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