Who Are Our Users?

It is important that Acme understands who it is trying to reach through digital channels and what the needs of those audiences are.

The success of organisation's digital strategy is reliant on delivering digital services that meet the needs of our users. To do this we need to understand who are users are and what they want to achieve. This means that ongoing user research and communication is going to be crucial to success. At the moment we are at the beginning of this journey. This section of our service manual will no doubt grow over time.

We need to understand who are users are and what they want. But we also need to prioritise them. With only limited time and resources we cannot serve all audiences equally. Also digital assets such as the website cannot serve all audiences to the same level. We will need to make tough decisions.

Because of the large number of audiences we are trying to reach, we have chosen to prioritise them into three groups. We have prioritised each audience based on our organisational goals.

Primary user groups

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The primary user groups include:

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Current and prospective staff

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Secondary user groups

Our secondary user groups are influencers. Although not crucial to the survival of the organisation they do have a significant impact. An impact on how others see us.

Our secondary user groups include:

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Tertiary user groups

Finally we come to our tertiary user groups. Although digital needs to provide certain services to these groups they are small in number. This means we cannot allow the provision of services to these groups to have a negative impact on our other audiences.

That said we have a statutory obligation to provide information to some of these audiences. For others, providing them with a good experience will help with the general perception of the institution. In short, these are audiences that we cannot ignore.

Our tertiary user groups include:

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