© W. Craig Tomlin 2018
W. Craig TomlinUX Optimizationhttps://doi.org/10.1007/978-1-4842-3867-7_3

3. Types of Personas

W. Craig Tomlin1 
Cedar Park, Texas, USA

My friend Robert likes to tell the story of when he realized how mission-critical Personas and UX testing actually was to web design or redesign projects. We were working at a large health insurance company at the time. Robert was leading the team that was responsible for updating a web-based portal people would be using to find and access important insurance information.

Tens of thousands of users would be interacting with this portal on a daily basis, so this was a big project with high management visibility and he was very pleased to be working on it.

Having worked on several projects for ...

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