When creating experiences, we often overlook the subtleties of who our users are, and what their expectations are. By telling ourselves stories about those users, we can capture a wider breadth of users. We can also create a more fulfilling, personalized experience for everyone. This talk will cover how factors like education level, age, and gender affect how a user interacts with a product, and what will make the experience most satisfying for them. It will also cover the basics of how to design a user profile and walk through an experience as that user.