> My other insight was that many UX firms treat artifacts like Personas as the deliverable. This matches my (limited, anecdotal) experience. They can be used

> My other insight was that many UX firms treat artifacts like Personas as the deliverable. This matches my (limited, anecdotal) experience. They can be used to demonstrate that a set of UX choices will result in a set of results, but don't by themselves say if those results are better than alternatives unless the alternatives are also run through the same test. Essentially they act as benchmarks. Benchmarks are not a good deliverable and have little value if you benchmark only a single option.