Task based segmentation in personalising e-government services

eGovernment services whilst functional are frequently underused with a recognised need to improve the user experience. Segmenting users can provide tremendous opportunities to effectively communicate with users and assess user needs for a product or service design. This is equally crucial in designing citizen-centred personalised e-government services, where information needs to be tailored based on user segments sharing common attributes. Commonly used strategies to define user segments include segmentation based on demographics such as age, gender, education etc. or geographic information. Focusing on all facets of users is time consuming and difficult to achieve with the huge, diverse user populations of e-government services. As an alternative to user segmentation based on user characteristics, this paper proposes a task based user segmentation approach with an emphasis on the personalisation of task fulfilment, with user segments derived from the tasks being designed.

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Author and article information

Contributors

Sohail Sarwar

Lynne Hall

Conference

Publication date: July 2017

Publication date (Print): July 2017

Pages: 1-4

Affiliations

[0001]University of Sunderland

Department of Computing, Engineering & Technology

Sunderland,UK

Article

DOI: 10.14236/ewic/HCI2017.9

SO-VID: ebfd83a0-e534-47e2-9783-1f550206051c

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This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

Conference name: Proceedings of the 31st International BCS Human Computer Interaction Conference (HCI 2017)

Conference acronym: HCI

Conference number: 31

Conference location: Sunderland, UK

Conference date: 3 - 6 July 2017

Conference sponsor: Electronic Workshops in Computing (eWiC)

Conference theme: digital make-believe, with delegates considering our expansive

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1477-9358 BCS Learning & Development

Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/HCI2017.9

Self URI (journal page): https://ewic.bcs.org/

REFERENCES

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I. Young 2005 Task-Based Audience Segmentation, Available at: http://adaptivepath.org/ideas/task-based-audience-segmentation/ 2 November 2016

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[1] M. Al-Hassan 2014 Semantic-Enhanced Hybrid Recommender Systems for Personalised E-Government Services, PhD thesis, University of Technology Sydney [online], Available at: https://opus.lib.uts.edu.au/research/handle/10453/30504 01 November 2016

[2] G. Borkowski 2011 “Personalization fundamentals (part 2): Rules-based personalization” Oracle Blogs, 26 September Available at: https://blogs.oracle.com/atgstrategy/entrv/personalizationfundamentalspart2rules 10 October 2015

[3] European Commission 2013 Public Services Online 'Digital by Default or by Detour?', Available at: https://ec.europa.eu/digital-single-market/sites/digital-agenda/files/eGov%20Benchmark%202012%20insight%20report%20published%20version%200.1%200.pdf 4 December 2015

[4] European Commission 2017 “United Kingdom, Digital Economy and Society Index 2017”, Available at: https://ec.europa.eu/digital-single-market/en/scoreboard/united-kingdom 2 February 2017

[5] J. KramerS. NoronhaJ. Vergo 2000 “A User-Centered Design Approach to Personalization” Communications of the ACM 43 8 44 48

[6] Office for National Statistics 2013 “Internet Access - Households and Individuals, 2013”, Available at: http://www.ons.gov.uk/ons/dcp171778322713.pdf 2 April 2015 H. SeybertP. Reinecke 2013 “Three quarters of Europeans used the internet in 2013” http://ec.europa.eu/eurostat/statistics-explained/index.php/Archive:Internetusestatistics-individuals 01 October 2016

[7] L. S. Van Velson 2011 User-Centered Design for Personalization, PhD thesis University of Twente Enschede [online], Available at: http://doc.utwente.nl/76053/1/thesisLvanVelsen.pdf 01 November 2015

[8] L. Van VelsenT. Van der GeestM. Steehouder 2010 “The Contribution of Technical Communicators to the User-Centered Design Process of Personalized Systems” Technical Communication, 57 2 182 196

[9] I. Young 2005 Task-Based Audience Segmentation, Available at: http://adaptivepath.org/ideas/task-based-audience-segmentation/ 2 November 2016

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