User Personas

We want to provide a data site that is easy to use by everybody and has purpose. To achieve this, we want to understand more about who uses the site and what they need from the site. This year we have started to research who uses the data site and for which reasons. So far, over 50 people from a variety of organisations have taken part. The research involved interviewing people face-to-face or by telephone. We spoke to people across government, from academia and the private sector. We have also carried out some usability testing, too. We tasked people to use the site to find specific information. Then we asked them about their experience. This information has informed our decisions about how we develop the data site.

Our research has not ended. We will continue our user research and our usability testing for the lifetime of the data site.

As this was an initial phase of user research with a small number of participants, we will carry out further research to validate the user types. Further research will be carried out with custodian agencies, concerned citizens, government SDG policy analysts, local authorities and master builders as well as other users.

If you have any further questions about the user personas or our user research, or if you want to be involved with future user research, please contact us at SustainableDevelopment@ons.gov.uk.

Alternatively, please complete our short survey to give some feedback about the site.

What did we find?

We identified four main user types or personas:

Diagram showing summary of user personas on scale of data type needed from visual data to raw data in the following order: concerned citizen, connected influencer, fact gatherer, involved analyst.

Table of contents

Concerned citizen

Who they are

Someone who has an personal interest in SDGs or related topics but may also have a professional interest.

Likely to say

“Tell me what the goals are and what is being done about them.”

What motivates them

They have either a personal and/or political interest in the SDGS and want to know what they are about and whether they will make a difference.

What they want

Concerned citizens want to:

Behaviours and preferences

Concerned citizens might arrive to the site from other public facing websites and are more likely to prefer SDG content from media outlets. They will often browse using handheld devices and may share links with others.

We must:
We must not:

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Connected influencer

Who they are

Someone non-statistical working in the not-for-profit space or for a private sector organisation looking to make money around sustainable development activities. Might be an individual attempting to challenge or guide on government policy

Likely to say

“Give me a tool that will support my ambitions and give me a louder voice.”

What motivates them

Connected influencers understand the SDGs but don’t necessarily allign to them. The SDGs provide a higher framework for them to align their work to

What they want

Connected influencers want to:

Behaviours and preferences

They have a good knowledge of the SDGs and use the SDGs to champion the themes they work in. They use the website to begin conversations with others and use it in conjunction with the UN website amongst other

We must:
We must not:

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Fact gatherer

Who they are

Policy advisers in government departments who have been tasked with reporting on SDG progress and VNR, non-governmental organisations looking to understand what is going on in the UK and think tanks wanting to understand what the UK is doing and hold the government to account.

Likely to say

“I just need to quickly see what progress is being made and check the facts.”

What motivates them

They need somewhere that gives them a view of UK progress which doesn’t involve hunting through lots of data.

What they want

Fact gatherers want to:

Behaviours and preferences

They come to the website quite often and may copy data for use in reports, which report data around themes not goals and targets. They cite the website in reports and may mix data from other sources.

We must:
We must not:

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Involved analyst

Who they are

Involved analysts can be a range of different people, who usually work with international data:

Likely to say

“I just want the data so I can do my own thing with it.”

What motivates them

They need somewhere to get some or all of the SDG data so they can answer questions for themselves or others.

What they want

Involved analysts want to:

Behaviours and preferences

They will often collaborate with others to produce analysis to inform or challenge policy and will share their reports with a wider audience. They will often copy the data directly from the tables rather than download it and will often transform the data for others.

We must:
We must not:

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