This document discusses the importance of using personas when designing products and services for users. It provides an example of designing an app to help sexual assault victims on college campuses. The app development process is shown moving from an initial design approach focused on usability to a persona-driven approach that emphasizes understanding the perspectives and needs of the personas. The document concludes by reiterating that designers must step back, be objective and use personas rather than relying only on their own perspectives when creating products for users.