Chapter 1: UX Optimization Overview.- Chapter 2: What’s a Persona?.- Chapter 3: Types of Personas.- Chapter 4: Why Personas Matter.- Chapter 5: How to Create a Persona.- Chapter 6: Behavioral UX Data.- Chapter 7: UX and Usability Testing Data.- Chapter 8: Putting It All Together: Behavioral UX Data Analysis and Recommendations.- Chapter 9: Putting It All Together: Usability Testing Data Analysis and Recommendations.- Chapter 10: Conclusion: The Big Picture.-

About the Author

W. Craig Tomlin is a senior user experience strategist, researcher, and marketing conversion optimization expert. He is a Certified Usability Analyst who conducts UX research, CRO, and UX design improvement to increase ROI. He consults with startups to the Fortune 500 and has been optimizing websites, mobile sites, and apps since the mid-1990s. He has worked with many firms, including AT&T, BlackBerry, Countrywide Home Loans, CDC.gov, Disney, DirecTV, IBM, Kodak, Marsh & McLennan, Prudential Ins. Co., Sprint, Verizon, WellPoint Health Networks, and Zurich Ins. Co. He is a former president of the User Experience Professional’s Association Austin chapter, and a speaker at many conferences, including UXPA, SXSW, World Usability Congress, and InnoTech.

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About the Author