People, Not Users

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.