© W. Craig Tomlin 2018
W. Craig TomlinUX Optimizationhttps://doi.org/10.1007/978-1-4842-3867-7_4

4. Why Personas Matter

W. Craig Tomlin1 
Cedar Park, Texas, USA
So by now, you may be asking,

“Why all this fuss over Personas? Can’t we just get on with the metrics and analysis and the optimization and all that good stuff? Who cares about Personas? Why do they matter?”

Personas do matter, and they should matter so much to you that you wouldn’t dream of conducting behavioral data analysis, usability testing, or any UX design project without first having one. Here’s why.

Like film in a movie projector, air in your tires, or credit cards at Christmas time, Personas are critical to the UX process. There are many reasons why Personas are so critical, but ...

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