The term 'customer' is used hundreds of time on Shopify products and as the content owner for the customer section I wanted to set a strong definition for a term that had evolved over time.
I noticed during user interviews and conversations with colleagues that the way customer was defined was contextual and varied. In some places customers was used to mean 'person who has bought' and sometimes a customer was anyone who entered a retail space, so I set out auditing all the different ways we used this term across our products.
I then published a new definition in our design system and created ressources to explain how to adapt this term to different contexts.