Product development is all about knowing your audience. Every design decision or functional requirement should be made with the end user in mind. Who are they and how will they use your product? A key element to writing a great user story is to identify the end user, “As a __.” Creating personas to identify your audience is invaluable. The more you learn about your audience, the more empathy you have. Empathy allows you to better envision your users’ experience and therefore significantly improve that experience.