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From Customer Service to User Experience : Using Design Thinking to Exceed User Expectations Pioneer Library System November 21, 2008 Steven Bell –

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Presentation on theme: "From Customer Service to User Experience : Using Design Thinking to Exceed User Expectations Pioneer Library System November 21, 2008 Steven Bell –"— Presentation transcript:

1 From Customer Service to User Experience : Using Design Thinking to Exceed User Expectations Pioneer Library System November 21, 2008 Steven Bell – Associate University Librarian Temple University

2 Even Our Students Know

3 Questions What are challenges we face Can design thinking help How is UX different from customer service What would a great library UX be

4 OurEnvironment

5 The Age of User Experience What Defines It? Make it simple Complexity/Confusion are deal breakers If you have to learn it – we have a problem Good design is critical Features get used if they provide a good user experience Source: EWeek.com -

6 Simple Satisfies instant gratification No unnecessary features Millennial seal of approval Complex Takes time to learn Many features Added value Better quality Personalized help Google Experience vs. Library Experience GOOGLELIBRARY Simplicity – Complexity Conundrum – how to resolve the tension between the two yet encourage quality research and education

7 What Do Libraries Offer? Fear of Complexity

8 Marginalizing Trends * 2005 OCLC Perceptions of Libraries and Information Resources reportPerceptions of Libraries and Information Resources

9 Marginalizing Trends * 2005 OCLC Perceptions of Libraries and Information Resources reportPerceptions of Libraries and Information Resources

10 Source: BusinessWeek IN Supplement June 11, 2007

11 From: Curran, Murray and Christian. Taking the information to the public through Library 2.0. Library Hi-Tech Vol. 25. No. 2, 2007 pp

12 Only The Paranoid Survive Andy Grove, Founder of Intel, wrote this book about surviving competition and change Wrote about the inflection curveinflection curve We have no control over the forces of change but we can control our strategy

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14 Source: Moyer, Don. A Silver Bullet. Harvard Business Review, May 2008 p. 132

15 Library anecdote – This is broken See Seth Godins blog or his presentation at GEL2006 What s Broken At Your Library?

16 Whats Broken - Activity This is a 2-4 minute activity Think about something at your library that you think is broken. Either something that doesnt work or a solution that has no problem attached to it. Just jot down a description of that on a sheet of paper Also – why do you think it is broken?

17 Design Thinking

18 Word Association Turn your sheet of paper over What comes to your mind when you hear the wordDESIGN write it down

19 Question Do you think library workers are designers?

20 What is Design Anyway?

21 What They Have in Common The Design Approach! empathic thinking identifying the problem before the solution brainstorming process prototyping process formative/summative evaluation

22 Identify the problem before the solution Understand the users Work creatively to identify and develop the solution Bottom Line – its how designers approach challenges Key Points:

23 Design T hinking Approaching library problems the way designers approach design problems. Librarianship by Design draws mostly from instructional design for influence How is it different? Thoughtful process to create new services Integrates needs assessment and evaluation User-centered not technology-driven

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25 Design T hinking Empathic Design Prototyping process Formative and summative evaluation

26 Technology Implementation Wiki Case Study 1. Identify problem – possible solutions 2. Wiki identified as technology with potential 3. Learn more about wikis 4. Practice editing a wiki 5. Obtain a wiki account for experimentation 6. Show staff but allow time for acceptance 7. Identify compassionate pioneer 8. Allow pioneer to experiment and discover 9. Develop strategy for implementation 10. Incorporate staff training/learning 11. ImplementImplement 12. Evaluation

27 UserExperience

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29 Designing A Better Experience: The Experience Economy Book about designing user experiences Moving from commodities to experiences Make it different and memorable It has to work

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31 UX: What is it? A Definition: UX is the quality of experience a person has while interacting with a specific design.

32 Caring Nice Go extra mile Courteous Training Satisfied Patron Fast/Convenient Answers Rule Bending Holistic Totality of Experience WoW Factor (not broken) Memorable Loyalty Localized Design-based What kind of experience Understanding user Customer Service vs. User Experience CS UX

33 UX: The WOW Factor One school of thought UX as highly unique UX as unexpected UX as impressive

34 UX: The Totality of the Experience Not just one fragmented experience More than one WOW Must be designed into the larger library service operation Creates equal expectations throughout library

35 From Customer Service to Experience Start with core values – design from there Focus on relationship design – build trust Its more than customer service Must be useful and usable (simple/complex) Think about UX as the brand

36 Design for local audienceslocal audiences Design for personal experiencespersonal experiences Design for outcomes not features Design for success stories Design for user education Design a Better Library User Experience

37 Next Steps Talk to the users Talk about the core values Talk about the design Talk about the tolerance level

38 Add Your Voice To The Conversation

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40 Further Reading Academic librarianship by design is about more than confronting marginalization. It is about an approach to librarianship that is guided by creative thinking and contemplation about what we do and how we do it. We anticipate that it is only a matter of time before design thinking appears in academic library job descriptions along with traditional qualities such as being dynamic, creative, innovation, and forward thinking. From our point of view, design thinkers represent all these qualities. Academic Librarianship by Design: A Blended Librarians Guide to the Tools and Techniques. ALA Editions 2007.

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42 Questions? Discussion!


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