Let's reconsider our "users"

The entire technology industry uses the word “user” to describe its customers. While it might be convenient, “users” is a rather passive and abstract word. No one wants to be thought of as a “user” (or “consumer” for that matter). I certainly don’t. And I wouldn’t consider my mom a “user” either, she’s my mom. The word “user” abstracts the actual i... See more

At Square we’re removing the term “users” from our vocabulary, replacing it with “customers”, and the more specific “buyers”, and “sellers.” The word customer, given its history, immediately sets a high bar on the level of service we must provide, or risk losing their attention or business. Below is a letter I sent the team after that Board meeting... See more

It’s time for our industry and discipline to reconsider the word “user.” We speak about “user-centric design”, “user benefit”, “user experience”, “active users”, and even “usernames.” While the intent is to consider people first, the result is a massive abstraction away from real problems people feel on a daily basis. An abstraction away from simpl... See more