USER NEEDS Government overall Understand the structure of government Find out government's priorities overall and by specific

sector or policy topic Find out government's activity overall and by specific sector or policy topic See the research that underpins a government decision and course of action See the impact of government policy decisions Understand what government is doing about a specific issue/topic (As a local government official) Get a daily digest by email of central government announcements relevant to my area of work Find out where government money goes and impact of investment Get involved/make a difference to my local community Government department/organisation Understand a specific government department/organisation's purpose Find out the priorities for a specific government department/organisation See a government department/organisation's business plan targets Check departmental/organisational performance Research a minister's profile Read a minister's speech or statement Read a specific announcement Check the name of a government department/organisation Understand the relationship between government organisations Know the source and authority (trustworthiness) of information Find the location of a government organisation Get the official government line on something I've seen in the media Check an official's name or job title Policy development Understand a specific policy team's purpose See what a specific policy team is working on Understand a piece of legislation or policy Check progress being made in a particular policy area Understand government's position on an issue Read up on the recent history and context of a specific policy Submit ideas for new policy Influence emerging policy (respond to a consultation) Suggest, request or lobby for changes to existing policy Check whether government is making changes that might affect me See information about what has changed, been updated or is being worked on currently Be notified when govt is changing/making policy that might affect me (email, RSS) Understand the policy detail behind services and tools Regulation Understand the regulation and codes of practice that affect a specific sector Read guidance on processes and procedures

Media Find and filter government announcements by topic and location Find media assets (images, video, audio) Get alerts on government announcements by topic/location Contact press office / submit a media enquiry Consultations Influence emerging policy by responding to a specific consultation See the summary of responses to consultations and how user input made a difference See all open consultations and filter them by how soon they are closing Publications Download/order/buy a specific publication or form Check the detail of a specific piece of legislation

Vacancies/partnerships Find out about career opportunities within a department/organisation Browse for jobs/get job alerts for a specific department/organisation/profession Apply for a public appointment/volunteering/trusteeship opportunity Find out about opportunities for doing business with the organisation (procurement) Find out about opportunities for working in partnership with the organisation Get advice/information/access services Access a service Know the source and authority (trustworthiness) of a service or transaction Apply for an award Learn about and apply for available grants and funding Get official advice (e.g. consumer or safety issues) See similar/related content in case I am in the wrong place Get campaign materials to re-use Access information through my mobile device(s) See all opportunities to get involved/engage with government Find out about a forthcoming event or public meeting Read minutes of a past event or public meeting Read about fatalities in armed forces Find/engage through government social media accounts and blogs Contact Us/FAQs/Feedback Make a general enquiry Contact a policy contact Contact a minister in writing Find the answer to a specific question Register a complaint Make a request for information under FOI Read previously answered FOI requests Provide website feedback Data Access the latest government statistics Understand government stats and data easily through infographics/visualisations Make Data Protection Act request

GOVERNMENT GOALS (Updated) Role, structure, purpose, objectives Explain structure of government (how organisations interrelate) Explain purpose and priorities of a department/organisation Explain how a department/organisation is governed Explain how a department/organisation is funded Protect and enhance corporate reputation (and brand) Publish business plans, progress reports, structural plans Get credit for government / specific organisation for initiatives Provide authoritative information on specific topics Deliver primary source, unmediated messages about government news Promote a big picture view of policy (showing the connections between policy issues and interventions) Get buy in for policy Raise visibility and reputation of ministers Making people (including specialists, intermediaries) aware of government's offer / their entitlements? Policy development Set policy (publish: white papers, green papers, strategies, plans, implementation plans) Announce policy changes, initiatives & benefits Explain the purpose, remit, work and progress of a specific policy team Group content together by subject area to give a holistic view of government's intervention Collect and demonstrate the evidence base for policy decisions Collect and demonstrate the evidence of policy outcomes (evaluation reports) Crowdsource policy changes or ideas to encourage deeper public participation in policymaking Consult stakeholders on policy change Collaborate with interested parties on solutions to policy problems Be transparent about progress of policy Keep interested parties informed of policy developments by push channels (e.g. email/SMS) Simplify complex policy information and summarise long reports through Plain English usage and Communication Communicate government advice and activity during a crisis Promote big ideas/flagship government ambitions Communicate major change Promote messages Correct or refute misinformation and combat myths Publish minutes of public meetings Provide live or non-live coverage of events and announcements Syndicate content and promote uptake of syndication Respond publicly to independent reports Behaviour change Change behaviour (without regulatory change) Intervene early to avoid costly later intervention Change attitudes/culture Avoid avoidable contact including FOI requests Inform or persuade young audiences Encourage people to take social action or control over local issues?? Data Publish transparency data Publish research and statistical data Encourage third parties to do things with government data Stakeholders/Partnerships/Outreach Manage relationships with stakeholders Collect and analyse feedback and stakeholder insight on policy all the time, not just during formal Empower and inform groups of people of their rights Work with and through third parties to deliver common goals Empower third parties to work together to solve problems and provide opportunities Promote the benefits of a specific course of third party action Promote take-up of opportunities from government or third parties Create and manage online communities Partner with established online communities Run open listening exercises with the public/specialists Vacancies Recruit staff (advertise public sector jobs) Establish new bodies

Access/advice/services/transactional Launch new services Promote existing services Collect user stories about existing services at point of need Collect feedback on the usefulness/clarity of information Provide guidance on best practice for specific audiences Provide advice to citizens Promote available funds/awards Improve quality of bids for funds/awards Answer specific questions Provide authoritative advice (e.g. to consumers) Collect payment for information services e.g. for TNA publications, OS maps Media Generate media coverage Procurement Advertise public sector contracts Promotion Support diplomatic effort through digital engagement Promote the UK internationally Soft power influence overseas government's and NGOs Promote British industry/culture to national and international audiences Grow subscriber numbers to email marketing lists Publications Publish documents in electronic format and encourage online reading of govt publications; discourage Sell hard copy 'added value' publications e.g. ask DCLG? Provide publications in alternative formats for accessibility Provide online ordering system for hard copy publications (free and priced) Provide rich, engaging content to encourage comprehension, re-use and dissemination of government Publish draft papers to show our working Publish e-zines e.g. Defence Focus (MOD) Guidance Provide in-depth technical guidance where there is a legal/statutory/duty of care obligation Publish openly the guidance govt issues for civil servants (e.g. civil service code, consultation code) Channels - Social media and engagement Promote social media presence to engage people through those channels Humanise the work of the organisation/a team through engagement Transparency Publish Freedom of Information responses Receive Freedom of Information requests Capture website feedback Be open and transparent

USER NEEDS

GOVERNMENT GOALS

Note: blanks do not mean there is not an equivalent need; just that it was not captiured in this exercise. Role of Government, Departments, Organisations Understand the structure of government Find out government's priorities overall and by specific sector or policy topic Find out government's activity overall and by specific sector or policy topic See the research that underpins a government decision and course of action See the impact of government policy decisions Understand what government is doing to support a specific sector or topic (As a local government official) Get a daily digest by email of central government announcements relevant to my area of work Find out where government money goes and impact of investment Department/organisation Understand a specific department/organisation's purpose Find out the priorities for a specific department/organisation See a department/organisation's business plan targets Check departmental/organisational performance Research a minister's profile Read a minister's speech or statement Read a specific announcement Check the name of a government department/organisation Find the location of a government organisation Get the official government line on something I've seen in the media Check an official's name or job title Role, Structure, Purpose, Priorities Explain structure of government (how organisations interrelate) Promote a big picture view of policy (showing the connections between policy issues and interventions) Protect and enhance corporate reputation (and brand) Get credit for government / specific organisation for initiatives Get buy-in for policy Provide authoritative information on specific topics Deliver primary source, unmediated messages about government news Explain how a department/organisation is funded

Explain how a department/organisation is governed Explain purpose and priorities of a department/organisation Publish business plans, progress reports, structural plans Raise visibility and reputation of ministers

Promotion Promote the UK internationally Soft power influence overseas government's and NGOs Promote British industry/culture to national and international audiences Grow subscriber numbers to email marketing lists Communication Communicate government advice and activity during a crisis Promote big ideas/flagship government ambitions Communicate major change Promote messages Correct or refute misinformation and combat myths Empower and inform groups of people of their rights Publish minutes of public meetings Provide live or non-live coverage of events and announcements Syndicate content and promote uptake of syndication Respond publicly to independent reports Behaviour change Change behaviour (without regulatory change) Intervene early to avoid costly later intervention Change attitudes/culture Inform or persuade young audiences Encourage people to take social action or control over local issues Policy Development Understand a specific policy team's purpose See what a specific policy team is working on Check progress being made in a particular policy area Policy development Explain the purpose, remit, work and progress of a specific policy team Set policy (publish: white papers, green papers, strategies, plans, implementation Announce policy changes, initiatives & benefits Collect and demonstrate the evidence base for policy decisions Collect and demonstrate the evidence of policy outcomes (evaluation reports) Be transparent about progress of policy Group content together by subject area to give a holistic view of government's Crowdsource policy changes or ideas to encourage deeper public participation in Consult stakeholders on policy change Collaborate with interested parties on solutions to policy problems Keep interested parties informed of policy developments by push channels (e.g. email/SMS) Simplify complex policy information and summarise long reports through Plain English usage and infographics Information/advice/services/transactional? Launch new services Collect user stories about existing services at point of need Promote existing services Collect feedback on the usefulness/clarity of information Collect payment for information services e.g. for TNA publications, OS maps Provide authoritative advice to citizens/consumers Provide guidance on best practice for specific audiences Answer specific questions

Read up on the recent history and context of a specific policy Submit ideas for new policy Influence emerging policy (respond to a consultation) Suggest, request or lobby for changes to existing policy Be notified when government is changing/making policy that might affect me (email, RSS) Understand the policy detail behind services and tools

Information/advice/services/transactional? Access a service Know the source and authority (trustworthiness) of information, service or transaction

Get official advice (e.g. consumer or safety issues) See similar/related content in case I am in the wrong place Access information through my mobile device(s) Get campaign materials to re-use Apply for an award Learn about and apply for available funding See all opportunities to get involved/engage with government Find out about a forthcoming event or public meeting Read minutes of a past event or public meeting Read about fatalities in armed forces

Promote available funds/awards Improve quality of bids for funds/awards

Contact Us Make a general enquiry Contact a policy contact Contact a minister in writing Find the answer to a specific question Register a complaint Make a request for information under FOI Read previously answered FOI requests Provide website feedback Regulation and Guidance Understand the regulation and codes of practice that affect a specific sector Read guidance on processes and procedures Consultation Influence emerging policy by responding to a specific consultation See the summary of responses to consultations and how user input made a difference See all open consultations and filter them by how soon they are closing Get involved/make a difference to my local community

Transparency/Contact Us Publish Freedom of Information responses Receive Freedom of Information requests Capture website feedback Be open and transparent Avoid avoidable contact including FOI requests

Guidance Provide in-depth technical guidance where there is a legal/statutory/duty of care obligation Publish openly the guidance government issues for civil servants (e.g. civil service Consultation - Stakeholders/Outreach? Manage relationships with stakeholders Collect and analyse feedback and stakeholder insight on policy all the time, not just during formal consultations Consult stakeholders on policy change Run open listening exercises with the public/specialists Crowdsource policy changes or ideas to encourage deeper public participation in policymaking Channels - Social media and engagement Promote social media presence to engage people through those channels Humanise the work of the organisation/a team through engagement Support diplomatic effort through digital engagement Create and manage online communities Partner with established online communities Partnerships/Third-parties Work with and through third parties to deliver common goals Empower third parties to work together to solve problems and provide opportunities Promote the benefits of a specific course of third party action Promote take-up of opportunities from government or third parties Establish new bodies

Channels - Social media and engagement Find/engage through government social media accounts and blogs

Partnerships Find out about opportunities for working in partnership with the organisation Find out about opportunities for doing business with the organisation (procurement) Apply for a public appointment/volunteering/trusteeship opportunity (similar to, but not same as jobs)

Publications Download/order/buy a specific publication Check the detail of a specific piece of legislation

Publications Publish documents in electronic format and encourage online reading of government publications; discourage print Sell hard copy 'added value' publications e.g. ask DCLG?? Provide publications in alternative formats for accessibility Provide online ordering system for hard copy publications (free and priced) Provide rich, engaging content to encourage comprehension, re-use and dissemination of government messages Publish draft papers to show our working Publish e-zines e.g. Defence Focus (MOD) Data Publish transparency data Publish research and statistical data Encourage third parties to do things with government data Media Generate media coverage

Data Access Government statistics Understand government stats and data easily through infographics/visualisations Make Data Protection Act request Media Find and filter government announcements by topic and location Find media assets (images, video, audio) Get alerts on government announcements by topic/location Contact press office / submit a media enquiry Vacancies Find out about career opportunities within a department/organisation Browse for jobs/get job alerts for a specific department/organisation/profession

Vacancies Recruit staff (advertise public sector jobs)

Procurement Advertise public sector contracts