The potential benefits from persona use are clear. As Jared says:
The best designs come from everyone on the team having a deep understanding of what it's like to be a user. When they all share that same understanding, it's easy to create designs that meet the users' needs.
His 5 persona boo-boos are:
- Keep Team Members Away from the Research
- Shortcut Your Research
- Try To Keep The Research In Your Head
- Keep Personas General Purpose
- Bury the Personas Right Away