Persona is a tool within User Centered Design principles to assist students to be mindful of the users of the system during the conceptual phase of the design. We conducted a series of empirical studies, involving over 200 information systems students who performed design activities, four groups of students were provided with four Personas authored to be different in knowledge and cognitive processes and a control group who received a list of requirements. We found that students' performance, while designing to a Persona are as good as, or better than using the list of requirements. The students who were given one of the Personas thought of a user which had traits similar to the Personas' traits but the students who received the list of requirements thought of themselves as users of the product. Our results indicate that Persona assists students to think of the target users during their design activity.