Equity Process

TD Lab, the TD innovation lab housed under the Innovation Centre of Excellence, created this repeatable process to apply inclusive personas and equitable research into our design & development process that is both lightweight and achievable.

As you go through the process, use the Equity Considerations page as a starting point. Use the downloadable resources, including the fillable Inclusive Persona template, to make completing the process as easy as possible.

The Equity Process

Step 1

Assess your current research using the Considerations page, and conduct additional equity-centered research to determine what, if any, gaps there are in understanding the problem and the needs of underserved and marginalized users.

Step 2

Compare and compile this research and ensure it is shared with all project stakeholders (including designers and developers).

Step 3

Using the inclusive persona templates in the Resource section, build out personas based on the compiled research, and utilize them in your ideation process.

Step 4

Identify psychographic motivations that have been highlighted in your equity research, including impacts of possible past or present discrimination facing these personas, and ensure they are considered in the designs and development planning.

Step 5

Based on gaps identified from using inclusive personas in your ideation process, incorporate relevant, tangible features or considerations into the project to address these motivations that are also aligned to the strategic output of the concept. Where features meet both persona motivations and business goals, you will see success.

Teams can easily incorporate these steps into their own processes, with the support from SMEs and resources from the Equity Resource Hub. If you need additional resources or support, please email the Equity in Innovation team at td.equityresourcehub@td.com.