DDD adopters are very good in modelling complex domains, they define Bounded context with their relative Ubiquitous Language, they use EventStorming to do collaborative modelling with domain experts. But there is one important actor that most of the time is absent in any modelling session: the end-user. In the talk, we will explore what kind of problems may emerge if we keep ignoring the user in our domain modelling and how to fix this bad habit.