Design system  /  Identity  /  Audience

Three audiences. In tiers, not in equal weight.

Where we're going (SMB), where most of our customers still sit (government), and who keeps the OSS alive (developers). Honest about the difference.

The three tiers
1 Primary · Where we're going

SMB decision-maker / IT lead

Small + mid-sized business · 10–500 employees

"We need to be WOO-compliant" · "We want one register platform" · "Just give me the install button."

BudgetLimited DecisionDays–weeks ChannelGoogle
They arrive with
  • A concrete problem, no roadmap
  • No prior knowledge of Conduction
  • An expectation to evaluate it themselves
They need
  • Clear problem recognition
  • A concrete solution, not a methodology
  • A direct route to install from the Nextcloud app store
2 Secondary · Where most still are

Government decision-maker

Municipalities, joint arrangements · existing customer base

"We have a trajectory in mind and would like to discuss implementation, training, BIO compliance…"

BudgetProcurement DecisionMonths ChannelExisting relationship
They arrive with
  • Prior knowledge of Conduction
  • Multiple stakeholders, BIO/procurement process
  • A wish for apps and hands-on support together
They need
  • Apps clearly positioned (no tech-jargon wall)
  • A discreet route to Services / contact when they want it
  • Compliance signals where relevant
3 Tertiary · Who keeps it alive

Developer / integrator

OSS contributors · system integrators

"Where's the API spec? What's the licence? Show me the source."

ChannelGitHub, docs PaceMinutes WantDirect links
They arrive with
  • Something to build or integrate
  • The expectation the answer is one click away
  • Zero patience for marketing copy
They need
  • Direct links to GitHub, docs.conduction.nl, licence
  • API references and contribution guides
  • Nothing else; don't try to convert them
Honest about the gap · today vs the direction

Government is still the majority. SMB is the goal.

We don't pretend. Most of our current customers are government: municipalities and joint arrangements, with us for years. They stay welcome. But Conduction's centre of gravity is shifting, and the product, tone, and marketing reflect that. We tell both stories without disowning either.

Customer base · today
Gov 60%
SMB 30%
Dev 10%
≈ indicative·
Where we're going
Gov 30%
SMB 60%
Dev 10%
How the tiers shape the page · CTA hierarchy
TierPrimary CTASecondary CTAVoice register
Primary Install from the Nextcloud app storeCobalt fill, large, on every page Request a demo from a partner →Ghost button Direct "you", concrete outcomes, no jargon
Secondary Same as primaryApps remain the front door Talk to us about ServicesDiscreet, in footer + Services page Slightly more formal, references compliance, training paths
Tertiary GitHub →Top-right in nav, on every page docs.conduction.nlFooter link Technical, code-block heavy, no preamble

Anti-pattern: over-funnelling. We don't put apps behind contact forms, we don't add upgrade pressure, and we don't turn developer-tier visitors into marketing leads. The site's job is to get the right person to the right destination as fast as possible.

Conduction Design System · theme-conduction-2026 ← Back to identity · ← Back to system