I had a revelation. Calling our customers ‘users’ dehumanises them. It’s the linguistic equivalent of that office scene from The Apartment, reducing individuals to interchangeable units of interaction. It’s very common in IT to talk about ‘users’ and it’s understandable but I think it’s not helpful. From now on, you’re friends, customers, readers, managers, employees, staff – and above all – people.
We’ll be reviewing all the copy on this site and in the application over the coming weeks to make it more personable.