Thank you for this really useful article.
While turning our attention outward from the organisation, how can we avoid the narrow B2C connotations of “user”? In many simple B2C settings, the outcome of the service is for the user of the tech. But of course public sector services are often more nuanced. For example, the MOT test has to be a workable task for the person who tests my car, but the ultimate users of the test (the people the outcome is for) are me and everybody who has to share the road with my car. With good enough telemetry, and addressing concerns about privacy, would we want to wait a whole year to check the safety of vehicles on our road? Similarly, viewing taxpayers as users of HMRC or viewing prisoners as users of prisons is a useful perspective but is not sufficient.