Users

Users are the individuals who interact with a product, service, platform or system. In a digital context, users might browse a website, open an app, subscribe to a newsletter, engage with content or complete a transaction. The term applies to both new and returning individuals, regardless of whether they are casual visitors or deeply engaged participants. Understanding who your users are and what they need is essential for creating effective, inclusive and high-impact experiences.

Users can be categorized in many ways, such as by behaviour, intent or stage in the customer journey. For example, a first-time visitor to a donation page has different needs than a long-term supporter checking updates. Analytics tools like Google Analytics differentiate between users and sessions. A user represents one unique person, while a session reflects each time that person visits or interacts. This helps organizations measure reach, frequency and patterns of engagement over time.

Designing for users means putting their needs, preferences and limitations at the centre of every decision. This includes making digital spaces easy to navigate, accessible on all devices and clear in purpose. Whether you are building a donation portal, launching a mobile app or sharing educational content, strong user understanding helps ensure that people can access what they need, take meaningful action and return with confidence. A user-centred approach improves trust, satisfaction and long-term outcomes for everyone involved.