Presentation on theme: "Pioneer Library System November 21, 2008"— Presentation transcript:
1 Pioneer Library System November 21, 2008 From Customer Service to User Experience: Using Design Thinking to Exceed User ExpectationsSteven Bell –Associate University LibrarianTemple UniversityPioneer Library SystemNovember 21, 2008
5 The Age of User Experience What Defines It?Make it simpleComplexity/Confusion are deal breakersIf you have to learn it – we have a problemGood design is criticalFeatures get used if they provide a good user experienceSource: EWeek.com -
6 Google Experience vs. Library Experience SimpleSatisfies instant gratificationNo unnecessary featuresMillennial seal of approvalComplexTakes time to learnMany featuresAdded valueBetter qualityPersonalized helpJust looking at this from the point of view of the user experience – clearly there are lots of pros and cons for eachSimplicity – Complexity Conundrum – how to resolve the tension between the two yet encourage quality research and education
8 Marginalizing TrendsBell*2005 OCLC Perceptions of Libraries and Information Resources report
9 Marginalizing Trends*2005 OCLC Perceptions of Libraries and Information Resources report
10 Source: BusinessWeek IN Supplement June 11, 2007 http://www
11 From: Curran, Murray and Christian 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 changeWrote about the “inflection curve”We have no control over the “forces of change” but we can control our strategy
14 Source: Moyer, Don. A Silver Bullet Source: Moyer, Don. A Silver Bullet. Harvard Business Review, May 2008 p. 132
15 What’s Broken At Your Library? Library anecdote – “This is broken”See Seth Godin’s blog or his presentation at GEL2006Bell
16 What’s Broken - Activity This is a 2-4 minute activityThink about something at your library that you think is broken. Either something that doesn’t work or a solution that has no problem attached to it.Just jot down a description of that on a sheet of paperAlso – why do you think it is broken?
21 What They Have in Common The Design Approach!empathic thinkingidentifying the problem before the solutionbrainstorming processprototyping processformative/summative evaluation
22 Work creatively to identify and develop the solution Identify the problem before the solutionUnderstand the usersWork creatively to identify and develop the solutionBottom Line – it’s how designers approach challengesKey Points:
23 Design ThinkingApproaching library problems the way designers approach design problems.“Librarianship by Design” draws mostly from instructional design for influenceHow is it different?Thoughtful process to create new servicesIntegrates needs assessment and evaluationUser-centered not technology-driven23
25 Design Thinking Empathic Design Prototyping process Formative and summative evaluationUse podcast example - everybody had different ideas; everybody wanted to do something; no one wanted to take the first step - so nothing happened. NOW - using DT - first - what do our users want - what will help them - how will they use it - how will they get to it.; NEXT idetify a prototyping project makes doing this for the first time more approachable for staff - we know this is just the start of pracess.25
26 Technology Implementation Wiki Case Study Identify problem – possible solutionsWiki identified as technology with potentialLearn more about wikisPractice editing a wikiObtain a wiki account for experimentationShow staff but allow time for acceptanceIdentify compassionate pioneerAllow pioneer to experiment and discoverDevelop strategy for implementationIncorporate staff training/learningImplementEvaluation
31 UX: What is it? A Definition: UX is the quality of experience a person has while interacting with a specific design.
32 Customer Service vs. User Experience CSUXCaringNiceGo extra mileCourteousTrainingSatisfied PatronFast/ConvenientAnswersRule BendingHolisticTotality of ExperienceWoW Factor (not broken)MemorableLoyaltyLocalizedDesign-basedWhat kind of experienceUnderstanding userThis is the question I’ve been asking for some time – what is the great library experience – how do we create it – well we have to know what the objective is
33 UX: The WOW Factor One school of thought UX as highly unique UX as unexpectedUX as impressive
34 UX: The Totality of the Experience Not just one fragmented experienceMore than one WOWMust be designed into the larger library service operationCreates equal expectations throughout libraryRefer to PQ anecdote – they hired a user experience specialist – but I said to her – if a pq db is great – but then student finds printer jammed – forget it – the great
35 From Customer Service to Experience Start with core values – design from thereFocus on relationship design – build trustIt’s more than customer serviceMust be useful and usable (simple/complex)Think about UX as the brand
36 Design a Better Library User Experience Design for local audiencesDesign for personal experiencesDesign for outcomes not featuresDesign for success storiesDesign for user educationLocal – know what their assignments are – tailor resoruces – create instructional products that resolve specific informaiton gaps – critical to have faculty involved in this localization – particuarly in development assignmetns that point to local resources – and that make it less possible to satisfice with free internet resoruces – need to differentiate local from “everything else”Engaging – tough – we can’t turn library resources into video games – but need to reach student’s enherent desire for a challenge - and coonect to those added values that will make their lives easier (e.g., citation formatting – I know we could debate the pros and cons of that)Personal – reach out to patrons – this is about marking – about differentiating what the library offersOptions – take a minute and show the STE video on “bad day” – you won’t get anywhere being a lib db pusher – focus on telling people about their option – then show jux2 - a low threshold way to get students thinking about different options –and why – at a level they can relate to – always opens up eyes.Outcomes – if you get into minutia about loads of features (e.g., limiters, ) you may lose folks – focus on outcomes – how better quality info can result is a better quality paper – don’t worry if they don’t use the features you would use – maybe even goes for controlled vocab – IF WE have GOOD integrated IL in place – over time – they will learnUSER education – what we want – students who are wise info consumers can happen over time – give anecdoate – ACRL virt conf and fac member and librarian who collaborated – great – but too high expectations – students still didn’t search that well or do well on IL questions embedded in their cousre test – you can’t learn this stuff in one course – I asked – found out they had no tiered, integrated IL initiative – it’s really going to take the whole 4 years to impact on affective domain and create some true learning.36
37 Next Steps Talk to the users Talk about the core values Talk about the designTalk about the “tolerance level”
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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