The paper reports on the evaluation of a rapid usability kick-off technique (RUKO). Ten mobile service development projects in the company applied the technique during the early analysis phase. The technique was designed for non-usability experts (NUEs), to enable them to perform usability work. The effect was that usability awareness and end user focus in projects increased. However, there was an increased need for usability expertise in later phases. Keywords Personas, multidisciplinary team, design process, non usability experts, method implementation, discount usability ACM Classification Keywords H5.2. Information interfaces and presentation (e.g., HCI): User Interfaces.