USER NEEDS Government overallUnderstand the structure of governmentFind out government's priorities overall and by specific sector or policy topicFind out government's activity overall and by specific sector or policy topicSee the research that underpins a government decision and course of actionSee the impact of government policy decisionsUnderstand what government is doing about a specific issue/topic

Find out where government money goes and impact of investmentGet involved/make a difference to my local community

Government department/organisationUnderstand a specific government department/organisation's purposeFind out the priorities for a specific government department/organisationSee a government department/organisation's business plan targetsCheck departmental/organisational performanceResearch a minister's profileRead a minister's speech or statementRead a specific announcementCheck the name of a government department/organisationUnderstand the relationship between government organisationsKnow the source and authority (trustworthiness) of informationFind the location of a government organisationGet the official government line on something I've seen in the mediaCheck an official's name or job title

Policy developmentUnderstand a specific policy team's purposeSee what a specific policy team is working onUnderstand a piece of legislation or policyCheck progress being made in a particular policy areaUnderstand government's position on an issueRead up on the recent history and context of a specific policySubmit ideas for new policyInfluence emerging policy (respond to a consultation)Suggest, request or lobby for changes to existing policyCheck whether government is making changes that might affect meSee information about what has changed, been updated or is being worked on currentlyBe notified when govt is changing/making policy that might affect me (email, RSS)Understand the policy detail behind services and tools

RegulationUnderstand the regulation and codes of practice that affect a specific sectorRead guidance on processes and procedures

MediaFind and filter government announcements by topic and locationFind media assets (images, video, audio)Get alerts on government announcements by topic/locationContact press office / submit a media enquiry

ConsultationsInfluence emerging policy by responding to a specific consultationSee the summary of responses to consultations and how user input made a differenceSee all open consultations and filter them by how soon they are closing

PublicationsDownload/order/buy a specific publication or formCheck the detail of a specific piece of legislation

(As a local government official) Get a daily digest by email of central government announcements relevant to my area of work

Vacancies/partnershipsFind out about career opportunities within a department/organisationBrowse for jobs/get job alerts for a specific department/organisation/professionApply 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 servicesAccess a serviceKnow the source and authority (trustworthiness) of a service or transactionApply for an awardLearn about and apply for available grants and fundingGet official advice (e.g. consumer or safety issues)See similar/related content in case I am in the wrong placeGet campaign materials to re-useAccess information through my mobile device(s)See all opportunities to get involved/engage with governmentFind out about a forthcoming event or public meetingRead minutes of a past event or public meetingRead about fatalities in armed forcesFind/engage through government social media accounts and blogs

Contact Us/FAQs/FeedbackMake a general enquiryContact a policy contactContact a minister in writingFind the answer to a specific questionRegister a complaintMake a request for information under FOIRead previously answered FOI requestsProvide website feedback

DataAccess the latest government statisticsUnderstand government stats and data easily through infographics/visualisationsMake Data Protection Act request

GOVERNMENT GOALS (Updated)Role, structure, purpose, objectivesExplain structure of government (how organisations interrelate)Explain purpose and priorities of a department/organisationExplain how a department/organisation is governedExplain how a department/organisation is fundedProtect and enhance corporate reputation (and brand)Publish business plans, progress reports, structural plansGet credit for government / specific organisation for initiativesProvide authoritative information on specific topicsDeliver primary source, unmediated messages about government newsPromote a big picture view of policy (showing the connections between policy issues and interventions)Get buy in for policyRaise visibility and reputation of ministersMaking people (including specialists, intermediaries) aware of government's offer / their entitlements?

Policy developmentSet policy (publish: white papers, green papers, strategies, plans, implementation plans)Announce policy changes, initiatives & benefitsExplain the purpose, remit, work and progress of a specific policy teamGroup content together by subject area to give a holistic view of government's interventionCollect and demonstrate the evidence base for policy decisionsCollect and demonstrate the evidence of policy outcomes (evaluation reports)Crowdsource policy changes or ideas to encourage deeper public participation in policymakingConsult stakeholders on policy changeCollaborate with interested parties on solutions to policy problemsBe transparent about progress of policyKeep interested parties informed of policy developments by push channels (e.g. email/SMS)

CommunicationCommunicate government advice and activity during a crisisPromote big ideas/flagship government ambitionsCommunicate major changePromote messagesCorrect or refute misinformation and combat mythsPublish minutes of public meetingsProvide live or non-live coverage of events and announcementsSyndicate content and promote uptake of syndicationRespond publicly to independent reports

Behaviour changeChange behaviour (without regulatory change)Intervene early to avoid costly later interventionChange attitudes/cultureAvoid avoidable contact including FOI requestsInform or persuade young audiences Encourage people to take social action or control over local issues??

DataPublish transparency dataPublish research and statistical dataEncourage third parties to do things with government data

Stakeholders/Partnerships/OutreachManage relationships with stakeholders

Empower and inform groups of people of their rightsWork with and through third parties to deliver common goalsEmpower third parties to work together to solve problems and provide opportunitiesPromote the benefits of a specific course of third party actionPromote take-up of opportunities from government or third parties Create and manage online communitiesPartner with established online communitiesRun open listening exercises with the public/specialists

VacanciesRecruit staff (advertise public sector jobs)Establish new bodies

Simplify complex policy information and summarise long reports through Plain English usage and infographics

Collect and analyse feedback and stakeholder insight on policy all the time, not just during formal consultations

Access/advice/services/transactionalLaunch new services Promote existing servicesCollect user stories about existing services at point of needCollect feedback on the usefulness/clarity of informationProvide guidance on best practice for specific audiencesProvide advice to citizensPromote available funds/awardsImprove quality of bids for funds/awardsAnswer specific questionsProvide authoritative advice (e.g. to consumers)Collect payment for information services e.g. for TNA publications, OS maps

MediaGenerate media coverage

ProcurementAdvertise public sector contracts

PromotionSupport diplomatic effort through digital engagementPromote the UK internationally Soft power influence overseas government's and NGOsPromote British industry/culture to national and international audiencesGrow subscriber numbers to email marketing lists

Publications

Sell hard copy 'added value' publications e.g. ask DCLG?Provide publications in alternative formats for accessibilityProvide online ordering system for hard copy publications (free and priced)

Publish draft papers to show our workingPublish e-zines e.g. Defence Focus (MOD)

GuidanceProvide in-depth technical guidance where there is a legal/statutory/duty of care obligationPublish openly the guidance govt issues for civil servants (e.g. civil service code, consultation code)

Channels - Social media and engagementPromote social media presence to engage people through those channelsHumanise the work of the organisation/a team through engagement

TransparencyPublish Freedom of Information responsesReceive Freedom of Information requestsCapture website feedbackBe open and transparent

Publish documents in electronic format and encourage online reading of govt publications; discourage print

Provide rich, engaging content to encourage comprehension, re-use and dissemination of government messages

USER NEEDS GOVERNMENT GOALS

Role of Government, Departments, Organisations Role, Structure, Purpose, Priorities

Understand the structure of government Explain structure of government (how organisations interrelate)Find out government's priorities overall and by specific sector or policy topicFind out government's activity overall and by specific sector or policy topic

See the research that underpins a government decision and course of action Protect and enhance corporate reputation (and brand)See the impact of government policy decisions Get credit for government / specific organisation for initiatives

Get buy-in for policyUnderstand what government is doing to support a specific sector or topic Provide authoritative information on specific topics

Deliver primary source, unmediated messages about government news

Find out where government money goes and impact of investment Explain how a department/organisation is funded

Department/organisationUnderstand a specific department/organisation's purpose Explain how a department/organisation is governedFind out the priorities for a specific department/organisation Explain purpose and priorities of a department/organisationSee a department/organisation's business plan targets Publish business plans, progress reports, structural plansCheck departmental/organisational performanceResearch a minister's profile Raise visibility and reputation of ministersRead a minister's speech or statementRead a specific announcementCheck the name of a government department/organisationFind the location of a government organisationGet the official government line on something I've seen in the mediaCheck an official's name or job title

Promotion

Promote the UK internationally Soft power influence overseas government's and NGOsPromote British industry/culture to national and international audiencesGrow subscriber numbers to email marketing lists

Communication

Communicate government advice and activity during a crisisPromote big ideas/flagship government ambitionsCommunicate major changePromote messagesCorrect or refute misinformation and combat mythsEmpower and inform groups of people of their rightsPublish minutes of public meetingsProvide live or non-live coverage of events and announcementsSyndicate content and promote uptake of syndicationRespond publicly to independent reports

Behaviour change

Change behaviour (without regulatory change)Intervene early to avoid costly later interventionChange attitudes/cultureInform or persuade young audiences Encourage people to take social action or control over local issues

Policy Development Policy development

Understand a specific policy team's purpose Explain the purpose, remit, work and progress of a specific policy teamSee what a specific policy team is working onCheck progress being made in a particular policy area Announce policy changes, initiatives & benefits

Collect and demonstrate the evidence base for policy decisionsCollect and demonstrate the evidence of policy outcomes (evaluation reports)Be transparent about progress of policy

Read up on the recent history and context of a specific policySubmit ideas for new policyInfluence emerging policy (respond to a consultation) Consult stakeholders on policy changeSuggest, request or lobby for changes to existing policy Collaborate with interested parties on solutions to policy problems

Understand the policy detail behind services and tools

Information/advice/services/transactional? Information/advice/services/transactional?

Access a service Launch new services Collect user stories about existing services at point of needPromote existing servicesCollect feedback on the usefulness/clarity of informationCollect payment for information services e.g. for TNA publications, OS maps

Get official advice (e.g. consumer or safety issues) Provide authoritative advice to citizens/consumersSee similar/related content in case I am in the wrong place Provide guidance on best practice for specific audiencesAccess information through my mobile device(s) Answer specific questionsGet campaign materials to re-use

Apply for an award Promote available funds/awardsLearn about and apply for available funding Improve quality of bids for funds/awards

See all opportunities to get involved/engage with governmentFind out about a forthcoming event or public meetingRead minutes of a past event or public meetingRead about fatalities in armed forces

Note: blanks do not mean there is not an equivalent need; just that it was not captiured in this exercise.

Promote a big picture view of policy (showing the connections between policy issues and interventions)

(As a local government official) Get a daily digest by email of central government announcements relevant to my area of work

Set policy (publish: white papers, green papers, strategies, plans, implementation plans)

Group content together by subject area to give a holistic view of government's interventionCrowdsource policy changes or ideas to encourage deeper public participation in policymaking

Be notified when government is changing/making policy that might affect me (email, RSS)

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

Know the source and authority (trustworthiness) of information, service or transaction

Contact Us Transparency/Contact Us

Make a general enquiry Publish Freedom of Information responsesContact a policy contact Receive Freedom of Information requestsContact a minister in writing Capture website feedbackFind the answer to a specific question Be open and transparentRegister a complaintMake a request for information under FOI Avoid avoidable contact including FOI requestsRead previously answered FOI requestsProvide website feedback

Regulation and Guidance Guidance

Understand the regulation and codes of practice that affect a specific sector

Read guidance on processes and procedures

Consultation Consultation - Stakeholders/Outreach?

Influence emerging policy by responding to a specific consultation Manage relationships with stakeholders

See all open consultations and filter them by how soon they are closing Consult stakeholders on policy changeGet involved/make a difference to my local community Run open listening exercises with the public/specialists

Channels - Social media and engagement Channels - Social media and engagement

Find/engage through government social media accounts and blogs Promote social media presence to engage people through those channelsHumanise the work of the organisation/a team through engagementSupport diplomatic effort through digital engagementCreate and manage online communitiesPartner with established online communities

Partnerships Partnerships/Third-parties

Find out about opportunities for working in partnership with the organisation Work with and through third parties to deliver common goalsFind out about opportunities for doing business with the organisation (procurement) Empower third parties to work together to solve problems and provide opportunities

Promote the benefits of a specific course of third party actionPromote take-up of opportunities from government or third parties

Establish new bodies

Publications Publications

Download/order/buy a specific publication

Check the detail of a specific piece of legislation Sell hard copy 'added value' publications e.g. ask DCLG??Provide publications in alternative formats for accessibilityProvide online ordering system for hard copy publications (free and priced)

Publish draft papers to show our workingPublish e-zines e.g. Defence Focus (MOD)

Data Data

Access Government statistics Publish transparency dataUnderstand government stats and data easily through infographics/visualisations Publish research and statistical dataMake Data Protection Act request Encourage third parties to do things with government data

Media Media

Find and filter government announcements by topic and location Generate media coverageFind media assets (images, video, audio)Get alerts on government announcements by topic/locationContact press office / submit a media enquiry

Vacancies Vacancies

Find out about career opportunities within a department/organisation Recruit staff (advertise public sector jobs)Browse for jobs/get job alerts for a specific department/organisation/profession

Procurement

Advertise public sector contracts

Provide in-depth technical guidance where there is a legal/statutory/duty of care obligationPublish openly the guidance government issues for civil servants (e.g. civil service code, consultation code)

See the summary of responses to consultations and how user input made a difference

Collect and analyse feedback and stakeholder insight on policy all the time, not just during formal consultations

Crowdsource policy changes or ideas to encourage deeper public participation in policymaking

Apply for a public appointment/volunteering/trusteeship opportunity (similar to, but not same as jobs)

Publish documents in electronic format and encourage online reading of government publications; discourage print

Provide rich, engaging content to encourage comprehension, re-use and dissemination of government messages