Michael Santarcangelo proposed dropping the label “user” from our lexicon. Dropping the label paves the way for productive and productive conversations that inform and allow people to work together, he says. The shift helps move us closer to the individuals; they become colleagues we collaborate with for a mutual purpose as opposed to “users that need to be made” aware, to change or whatever task is at hand. By preventing stereotypes and disrupting stereotypes, we stay closer to people we rely on for mutual success.”]