Library Service Design and Assessment
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The document presents a talk from the Library Assessment Conference discussing challenges in designing and assessing library services, emphasizing a user-centered approach. It outlines a service design mindset and tools such as personas, journey maps, and service blueprints, which can enhance library spaces and interactions. Additionally, it highlights trends shaping user expectations and the importance of integrating user feedback into continuous service improvement.
Library Service Design and Assessment
- 1. Designing and Assessing Library Services Library Assessment Conference 2012 ©brightspot strategy 2012. All Rights Reserved. ELI 2012 Learning Space Service Design 1
- 2. intro The purpose of this talk is to discuss the current challenges in designing and assessing library services and then describe the mindset, process, and tools to help address these challenges. Our agenda: • a quick poll • service design done right • current challenges • amplifying trends : • mindset, process and tools N LINK T ATIO rvice s • 3 quick examples PR ESEN 12_s e • how to get started .l y/LAC • conclusions http ://bit Flickr athomeinscottsdale provide tools ©brightspot strategy 2012 ARL Library Assessment Conference 2
- 3. space Flickr athomeinscottsdale ©brightspot strategy 2012 ARL Library Assessment Conference 3
- 4. space + services Goal for Apple Store: Be a public space “like a library” and support the “Ownership Experience” not the “Buying Experience” – Ron Johnson Genius Bar Classes Roving Staff Hands-‐on Use Mobile Checkout Summoning Support Side-‐by-‐side Support Flickr athomeinscottsdale ©brightspot strategy 2012 ARL Library Assessment Conference 4
- 5. space + services + assessment From 10 Year What We’ve Learned Poster: • Everyone else was trying to talk to their customers less. Which made us think that maybe we should talk to them more. • We need to be open for business every day. And have space devoted to business training sessions, workshops, and events. • The Genius Bar can fix more than just computers. It can also restore a customer's relationship with Apple. • When we wear black T-shirts, we blend in. And when we wear too many colors it's confusing. But blue shirts are just right. • When we hire the right people, we can lead rather than manage. We can give each person their own piece of the garden to transform. ©brightspot strategy 2012 ARL Library Assessment Conference 5
- 6. some symptoms… ack on We had to cut b use the our hours beca Students are than building is larger the “wrong always going to run… we can afford to place” to ge t help so we h ave to send them to the other desks… Our most ex perienced staff are b ogged dow answering r n outine questions lik t e printing... We had to pu taffing additional s f the here because o ry space way the libra ... We don’t really know how was designed effective our services are... ©brightspot strategy 2012 ARL Library Assessment Conference 6
- 7. service challenges Service design and assessment face three big challenges: ineffective assessment instruments / processes, provider-centric bias, and separated design processes for spaces and services. Poor assessment Provider-biased Process silos Assessment and design not Lacking user-centered Determined through linked, lacking measures of emphasis and tools and separate processes, with impact, and not measuring using mostly linear process different people, different the right things Flickr athomeinscottsdale provide tools instead of an iterative one budgets, at different times ©brightspot strategy 2012 ARL Library Assessment Conference 7
- 8. trends impacting services Technology and cultural changes are reshaping services, affecting a range of industries and activities. Chase General Assembly Customers expect To build community, access and the increase utilization, ability to make and encourage transactions participation, events wherever they are, and activities need to with their devices be programmed for Mobile or devices you’ve Events members and the lent to them. Membership public alike. Self-Service Walgreens Univ. of Minnesota Photo © NYTimes Services move To enable from transaction to convenience, consultation as usability, and more can be done efficiency, services online and the are being co-located need to connect in integrated hubs Side-by-side with customers Blending offering “one-stop- increases. Integration shopping.” Consultation ©brightspot strategy 2012 ARL Library Assessment Conference 8
- 9. mindset, process, and tools ©brightspot strategy 2012 ARL Library Assessment Conference 9
- 10. a new mindset Addressing these challenges and trends requires a new mindset for the planning, operation, and evaluation of spaces & services. Conventional Thinking Service Design Thinking Design the container and its contents Design the activities and interactions Design from institutional perspective Design from user perspective People will ask for whatever help they need Proactive service uncovers needs Use standards of what worked in the past Invent new models, working with users Focus on consistency, one-size-fits-all Focus on personalization, responsiveness Design and assessment are separated Use same tools for design and assessment Operational and Capital budgets separate Operational and Capital budgets linked design as delivery ©brightspot strategy 2012 ARL Library Assessment Conference 10
- 11. service design process and tools Service design is a way of thinking and a process for designing the service interactions between people, information, technology, furniture, and spaces so that they are usable, useful, desirable, and effective. ©brightspot strategy 2012 ARL Library Assessment Conference 11
- 12. personas Synthesizing what you know about your users into a set of personas that represent different prototypical users’ motivations, behaviors, and expectations Name: Name & Keyword (end in “–er”) Demographics: Describe your character - age, affiliation/status, home location, Movitvations: What drives this person? What are his/her goals? Behaviors: How and where does he/she spend their time? With whom? Doing what? Expectations: What does he/she expect from you in your spaces/services? Resources: What are the resources that he/she relies on to get things done? Which are his/her own vs. those you provide? ©brightspot strategy 2012 ARL Library Assessment Conference 12
- 13. personas example Larry Leadwell About me: Professor and Associate Head, • 50 years old • Married, empty-nester Mechanical and Aerospace • Hobbies include camping Engineering and fishing • Wolfpack Club member “Wait till you see this” • NCSU Alumni Club • PhD, Mechanical Engineering • Tenured, w/ 26 years NCSU What’s your work life like: I have been focused on aerospace engineering, doing a lot of work My needs: for the space program. Since assuming department head role 7 • Attend library events years ago my duties have shifted to be more administrative, • Turnkey videoconferencing including serving on a lot of committees and working with colleagues • Place to meet informally in the department. I’ve also got a few grad students… • Impress visitors How do you use technology? • Bookable event space As an engineer, I’m immersed in it all the time • Food and drink • Space to meet people How do you use the library? outside my department I rarely use the library because I can access all the materials online. But I enjoy having someplace to walk for coffee and just meet informally with people. I also like taking visitors there to showcase *Persona developed by NCSU everything we are doing. libraries, condensed by brightspot ©brightspot strategy 2012 ARL Library Assessment Conference 13
- 14. journey map Illustrating how a persona would use / move through a space and/or service, describing the “touchpoints” where they interact and need support. Done for a variety of personas and times. Example: A recent hotel stay which started via Groupon Key concepts: • Time: pre-service, service, post-service • Identifying touchpoints Customer Journey Map Entice Enter Engage Exit Extend ©brightspot strategy 2012 ARL Library Assessment Conference 14
- 15. journey map example Customer Journey Map for a Workshop (5Es Framework by Conifer Research) ©brightspot strategy 2012 ARL Library Assessment Conference 15
- 16. service blueprinting Documenting how you wish to provide a service/space, giving direction on front-line staff actions, behind-the-scenes staff, and support systems/infrastructure for each service channel Example: Blueprint from Key concepts: service design • Connecting, Front, Back, and workshop Systems • Understanding & coordinating delivery across channels Service Blueprint Delivery Delivery Etc… Channel 1 Channel 2 Physical Service delivery Evidence guidance… Customer Actions Front-line Staff Behind the Scenes Staff Infrastructre and Systems ©brightspot strategy 2012 ARL Library Assessment Conference 16
- 17. service blueprint example Service Blueprint for a Workshop ©brightspot strategy 2012 ARL Library Assessment Conference 17
- 18. prototyping Setting up pilots or experiments to test and refine blueprint concepts, answer questions, gather feedback, and ready your users for potential new spaces and services Hypothesis: What quesBon are you answering? Users: Who is it for? Loca1on: Where it is happening? Dura1on: For how long? Tasks: How are you going to do it? Staffing: Who is doing it in terms of staff? Assessment How are you going to evaluate it? ©brightspot strategy 2012 ARL Library Assessment Conference 18
- 19. prototyping example Prototyping can be done through mock-ups, roleplay, and short pilot programs to inform the design of the space and staffing. prototyping a new kind of library service point ©brightspot strategy 2012 ARL Library Assessment Conference 19
- 20. case study: Stanford University Stanford Academic Computing learned the mindset, process, and tools of service design through an all-day workshop, practicing on an upcoming project to jumpstart the process. Service design training workshop Persona from workshop Flickr athomeinscottsdale provide tools ©brightspot strategy 2012 ARL Library Assessment Conference 20
- 21. case study: Liberty University To plan for a new 170,000gsf library, Liberty university designed an integrated service model through user research personas, journey maps, service blueprints, and a pilot service point. Service design workshop Pilot service point Branded campaign Flickr athomeinscottsdale provide tools ©brightspot strategy 2012 ARL Library Assessment Conference 21
- 22. case study: NC State University NC State developed new service and staffing models for their new Hunt Library in a process that combined tools like personas, journey maps, and blueprints with quantitative need forecasting. Workshop Service point mock-up Mapping services Flickr athomeinscottsdale provide tools ©brightspot strategy 2012 ARL Library Assessment Conference 22
- 23. how to get started ©brightspot strategy 2012 ARL Library Assessment Conference 23
- 24. think about tiers of assessment There are tiers of assessment, with increasing value – but also the difficulty of data gathering / analysis – as you move up tiers. More valuable More difficult Utilization Satisfaction Impact Measuring how much a Measuring how satisfied Measuring what the service is used, with usage users and staff are with a service enabled users to as a proxy for value service or aspects of it be able to do as a result Examples: Logins, Gate counts, Examples: Surveys (e.g.: Examples: Value-added Item checkouts, Logging LibQUAL+), interviews, analysis, engagement questions / tickets observations, diaries ©brightspot strategy 2012 ARL Library Assessment Conference 24
- 25. map service points Visualize the activities and interactions at a service point then consider the information need to design and assess them. Flickr athomeinscottsdale provide tools ©brightspot strategy 2012 ARL Library Assessment Conference 25
- 26. use tools for design and assessment Institutions can use many of the same tools to evaluate current services and assess needs as well as design future services. Service Blueprints Journey Maps Surveys Comparing the service Walking through the Comparing pre- and post- delivery planned with current journey and noting occupancy data to get a what’s actually happening successes and failures sense of the value added ©brightspot strategy 2012 ARL Library Assessment Conference 26
- 27. summary Ineffective assessment Provider-centered bias Services and spaces are instruments and practices for design & assessment designed separately • Use the same tools for • Employ user-centered • Create joint committee design and assessment design tools such as (e.g.: journey maps) shadowing, personas, • Incorporate service and journey maps design into design of • Create a culture of space ongoing assessment and • Co-create with users to continuous improvement get input, feedback, and • Use prototyping to bring buy-in together services and • Create impact measures spaces, and look for ways and evaluate whether • Prototype ideas in an to test ideas in current spaces/services help or iterative process – fail spaces before building hinder desired outcomes faster and safely instead them in new ones of trying to avoid it • Consider three tiers of • Use tools that connect assessment, from • Always consider front- the spaces and services, utilization, to satisfaction, and back-stage such as blueprints, to impact connected journey maps, and service location planner ©brightspot strategy 2012 ARL Library Assessment Conference 27
- 28. references As you move ahead, you may find the following references helpful to consult: • Learning Space Toolkit services section: http://learningspacetoolkit.org/services-and-support/ • This is Service Design Thinking (Stickdorn and Schneider) http://issuu.com/bis_publishers/docs/this_is_service_design • Compendium of Tools and Resources: www.servicedesigntools.org • “7 Things You Should Know About Service Design: http://bit.ly/SD_7things • “Learning Space Service Design.” Elliot Felix (2011). Journal of Learning Spaces: http://bit.ly/LearningSpace_SD • “Everything is a Service” post (Dave Gray): http://bit.ly/DG_everythingisservice • “How to Design a Service.” Lyn Shostack (1982) European Journal of Marketing 16(1): 49–63 • Service Design Network: http://www.service-design-network.org/ ©brightspot strategy 2012 ARL Library Assessment Conference 28
- 29. thank you! PRESENTATION LINK: http://bit.ly/LAC12_services (case sensitive) Elliot Felix @elliotfelix elliot@brightspotstrategy.com www.brightspotstrategy.com @brightspotter ©brightspot strategy 2012 ARL Library Assessment Conference 29