A server apparatus for authenticating and authorizing a user for one or more web services, the server apparatus comprising: memory to store a plurality of personas corresponding to one or more users, each persona corresponding to a respective persona symbol of a plurality of persona symbols, the persona indicative of a unique identity of a corresponding user of the one or more users for one or more web services and comprising one or more attributes populated with at least one portion of user attribute information, the one or more attributes comprising user authentication information for the one or more web services; one or more processors to execute a persona management module , the persona management module configured to: receive an indication of activation of a persona on a user device corresponding to a user, the indication comprising a persona symbol selected by a user from a plurality of persona symbols displayed on a display unit of the user device ; determine whether the persona being activated on the user device matches a stored persona in the memory by comparing the received persona symbol with the stored plurality of persona symbols in the memory; and automatically authenticate the user based on the persona attributes of the persona being activated to a corresponding web service of the one or more web services for the authorization of the user for the one or more web services based on determining that the persona being activated on the user device matches the stored persona. memory to store a plurality of personas corresponding to one or more users, each persona corresponding to a respective persona symbol of a plurality of persona symbols, the persona indicative of a unique identity of a corresponding user of the one or more users for one or more web services and comprising one or more attributes populated with at least one portion of user attribute information, the one or more attributes comprising user authentication information for the one or more web services; one or more processors to execute a persona management module , the persona management module configured to: receive an indication of activation of a persona on a user device corresponding to a user, the indication comprising a persona symbol selected by a user from a plurality of persona symbols displayed on a display unit of the user device ; determine whether the persona being activated on the user device matches a stored persona in the memory by comparing the received persona symbol with the stored plurality of persona symbols in the memory; and automatically authenticate the user based on the persona attributes of the persona being activated to a corresponding web service of the one or more web services for the authorization of the user for the one or more web services based on determining that the persona being activated on the user device matches the stored persona. receive an indication of activation of a persona on a user device corresponding to a user, the indication comprising a persona symbol selected by a user from a plurality of persona symbols displayed on a display unit of the user device ; determine whether the persona being activated on the user device matches a stored persona in the memory by comparing the received persona symbol with the stored plurality of persona symbols in the memory; and automatically authenticate the user based on the persona attributes of the persona being activated to a corresponding web service of the one or more web services for the authorization of the user for the one or more web services based on determining that the persona being activated on the user device matches the stored persona. <EOS>