How should we call? The people we serve. So basically, there seems to be a bit of a historic shift. From what I see and from what I have seen in books and discussions, it's that we started by speaking about just about customers. And then slowly... There is a realization in time and in history that not all people we serve are customers, so more people tend to use now the word user because not every person involved in your service is one that is paying or that is a customer, there are people who come.

There are friends who come together to go shop a pair of shoes, but at the end of the day, there is just one person buying the shoes. But the experience of the person next to the one who is really buying the shoe and who is the friend waiting there is also relevant. So there is the shift, oh, we have to consider users.

And then we have another shift, which then goes to, oh we go to humans and we say no, it's a we don't have to care if they are just people who. Use the service. There are also people who make the service, and these are also important, and their experience is also important, and therefore there is a shift going on where people say, oh, we should speak about humans instead because then we involve the whole organization.

And then you have also other words used as it's shown here in the chat some people speak about citizens. If you are focused on a public service, that might make a lot of sense. When you're a service designer working a lot in the backstage, stakeholders have a lot of value also. That these words really depend on where you're working.

And what is like your historic moment in time? And there is a pretty interesting quote that I would like to share with you, which is this one. So it's from Indie Young, a very interesting author. She has written three books, I highly recommend. And she posted this, which is, I think, a very interesting take on this question.

The word user. Pose attention away from a person's purpose. People exist apart from your organization, within their own framework, and our language and strategy and design must reflect that. Yeah, it's a tricky question. How should we call people the people we serve? There are different answers.

There is this historic shift, it depends on who you really serve, and then it really depends on little things, like for myself, I have to say, I use these words as synonyms, as I'm often kind of writing books, in a book I can't just say human every two Every time I mention the people we serve, because that will be very boring.

So I have to work with the synonyms, customers, citizens, stakeholders, etc. And it adds also a bit of precision when it's needed, but also it creates some rhythm. But at the end of the day, if I have to choose in a conversation, the word that I love to use is basically human or people, because I feel it serves the purpose of saying we don't take care just of the end user.

But we also take care of the people behind the scenes that are very important to make the work happen. But that's just a, again, a very personal answer to a very philosophical and complex question.