diff --git a/tox.ini b/tox.ini
--- a/tox.ini
+++ b/tox.ini
@@ -15,7 +15,7 @@
   SWHPKGDIR = {envsitepackagesdir}/swh
 commands =
   {envpython} -m pifpaf run postgresql -- make -C sysadm {posargs:html}
-  {envpython} -m pifpaf run postgresql -- make -C users {posargs:html}
+  {envpython} -m pifpaf run postgresql -- make -C user {posargs:html}
   {envpython} -m pifpaf run postgresql -- make -C docs {posargs:html}
 
 [testenv:sphinx-dev]
@@ -27,7 +27,7 @@
   SWHPKGDIR = {envsitepackagesdir}/swh
 commands =
   {envpython} -m pifpaf run postgresql -- make -C sysadm {posargs:html}
-  {envpython} -m pifpaf run postgresql -- make -C users {posargs:html}
+  {envpython} -m pifpaf run postgresql -- make -C user {posargs:html}
   {envpython} -m pifpaf run postgresql -- make -C docs {posargs:html}
 
 [testenv:black]
diff --git a/users/.gitignore b/user/.gitignore
rename from users/.gitignore
rename to user/.gitignore
diff --git a/users/Makefile b/user/Makefile
rename from users/Makefile
rename to user/Makefile
diff --git a/users/_static b/user/_static
rename from users/_static
rename to user/_static
diff --git a/users/conf.py b/user/conf.py
rename from users/conf.py
rename to user/conf.py
diff --git a/users/faq/index.rst b/user/faq/index.rst
rename from users/faq/index.rst
rename to user/faq/index.rst
diff --git a/users/index.rst b/user/index.rst
rename from users/index.rst
rename to user/index.rst
diff --git a/users/make.bat b/user/make.bat
rename from users/make.bat
rename to user/make.bat