The evolving Web has seen ever-growing use of structured data, thanks to the way it enhances information authoring, querying, visualization and sharing. To date, however, most structured data authoring and management tools have been oriented towards programmers and Web developers. End users have been left behind, unable to leverage structured data for information management and communication as well as professionals. In this paper, I will argue that many of the benefits of structured data management can be provided to end users as well. I will describe an approach and tools that allow end users to define their own schemas (without knowing what a schema is), manage data and author (not program) interactive Web visualizations of that data using the Web tools with which they are already familiar, such as plain Web pages, blogs, wikis and WYSIWYG document editors. I will describe our experience deploying these tools and some lessons relevant to their future evolution.