To summarise, new online channels can help to reach a larger and multilingual audience. Consequently, emerging threats relate to online accessibility or the interconnection between the physical and digital worlds. Some web accessibility problems are well known but others are less common and require more attention, e.g., virtual navigation or mobile apps. The use of personas, possibly reflecting user preferences and abilities or disabilities, is efficient in discovering such barriers and mitigating them. We are currently reconsidering them from a more global perspective, integrating a more immersive on-site and online user experience.