It is important that WAM 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 8 culture segments and 10 visitor modes. We have prioritised each audience based on our organisational goals.