Visitors Guests Customers Patients Students Readers Moms Listeners Watchers Job-seekers Fans Passengers

Nobody comes to your information environment with the goal of “using” anything. They come because they want to buy an airline ticket, or transfer money from one account to another, or understand their medical bill.

The more specific you can be when referring to the people who will use the things you design, the easier it’ll be for you to empathize with them.