Users often wear multiple hats when they interact online with a publisher. When submitting an article for publication, they are an author. When accessing institutionally-subscribed content, they may be a faculty member, a student, or an independent researcher.
However, publisher systems are usually siloed with no way to disambiguate between a user’s different roles. The author logging into an editorial system is typically treated as completely separate from the researcher accessing research, even if they are the same person.
This presents real challenges for publishers trying to deliver a unified experience across the research lifecycle. Their understanding of user needs is broken up across internal systems, with no easy way to build a more complete picture. And users face additional friction and effort when interacting with that publisher’s systems.