When people say “user,” they usually picture someone at a desk — a knowledge worker, a laptop, an office. That picture quietly decides who a product is for, and who it isn’t. We started from a wider one on purpose: a user is anyone who touches a digital system to do their job. The operator on a factory floor. The analyst in a forensic lab. The scientist at a bench, the clinician, the logistics coordinator, the fully-remote team at a kitchen table. All users. All the same building.
A smart building of digital rooms
We describe the product as a smart building for your team — but the building, and every room in it, is digital, not physical. A “room” is simply wherever a person touches the platform to do their work. It doesn’t matter whether they’re on a plant floor or working remotely three time zones away: the room is the same digital space, with the same feeling. That sameness is the whole ambition. Wherever the work happens, you’re touching the same layer, and it behaves the same way.
This is a big claim, so it needs a way in that isn’t “boil the ocean.” We take it sector by sector: win a signature niche in one setting, get it genuinely right, then carry the pattern outward — clinical, manufacturing, forensic, supply chain — each with its own front door but the same standard underneath. Ambition at the level of the vision; humility at the level of the entry.
Plain words are part of the design
If the goal is every kind of worker, the language can’t belong to just one of them. Lean on a single industry’s jargon and you quietly signal “this tool is only for them” — which works directly against the point. So we describe the product in everyday words anyone can follow, and when we show a specific setting, we keep it in language a layperson understands. Speaking plainly isn’t a marketing flourish here; it’s a design constraint that follows from who we’re building for.
The widest definition of “user” isn’t a slogan; it’s the thing that decides what we build and how we talk about it. Governed digital work for everyone who touches a system to get a job done — not just the office, not just IT. If someone’s work runs through a screen, the standard should reach them.