visual report
- 1. Porvoo City Library Customers’ Insight Understanding Customer’s Value Project May, 2015
- 2. Contents Research problems, aims Research result- statistics Interview quotes Customers personas & suggestion Staffs’ diaries & suggestions Interview questions Conclusion 2 3 5 8 16 18 19
- 3. Why research? Why research? This research was done by students of Haaga – Helia UAS and the research’s main problem is getting the insight of Porvoo residents. Research aims is to provide ideas to help library in redesigning their services especially in 5-year vision This was mainly a qualitative research project and 4 main tools were used, which are benchmarking, interview, safari and staff diaries. The benchmarking process brought appealing information and comparison between different libraries both online and offline (Seinajoki, Tampere, Joensuu, Helsinki, Espoo, Lappeenranta Library). The information was used to design the interview. In addition, a safari video and data collected from the libraries’ staffs are believed to distribute a full picture of Povoo main library and suggest new development ideas. How was the process? Benchmarking Interview Safari Staffs’ diaries 2
- 4. Research result 3 Totally: 171 people Interviews were done in several places, both inside and outside the library. There were interviews done inside Porvoo main library, Kevätkumpu library and Gammelbacka library. Many people in the center of Povoo were asked for opinions also. 2 7 17 36 109 0 20 40 60 80 100 120 Number of people interviewedFigure 1
- 5. 62 60 31 15 3 0-18 19-30 31-55 55- over Family Research result 4 Mostly: young generation Regarding the interviewees’ age group, 5 groups of people between 0-18, 19-30, 31-35, 55-over and families are concerned. Most of them are young generation, from 2 groups 0- 18 and 19-30. Even though, many interesting opinions were taken by older group. Figure 2: Age group of people interviewed
- 6. From the interview, a number of attractive quotes are received. Many quotes reveal different reasons why people stop coming to the library or why they have not come at all. 5 QUOTES from the interviews
- 7. ’’The library is quiet which makes it easier for me to concentrate since I live with my family.’’ ‘’I feel embarrassed asking for the toilet keys all the time.’’ ’’They should change the positions of the books or cover them to prevent the kids from reaching/destroying them.’’ ‘’I am not interested in books anymore. I want to hang out with my friends and play video games.’’ From the interview, a number of attractive quotes are received. Many quotes reveal different reasons why people stop coming to the library or why they have not come at all. 6 QUOTES from the interviews
- 8. ‘’I do not know what to read next after I finish a series of books, it is better if the online library can suggest similar books that I borrowed and library already has them’’ Girl 19-30 …‘’Long time ago, about 30 years ago, I came to the ibrary so often, just to listen to music’’ Man 31- 55 ‘’Very good, great service, Kevatkumpu library is small but they have first-class service. I can order everything if they cannot find here’’ Woman 31-55 Kevatkumpu library QUOTES from the interviews Other quotes also suggest solutions and ideas for the library or even indicate customers’ satisfaction. 7
- 9. PERSONAS From the interview, 4 personas of customers are disclosed. People in each type of personas value different things, which is because they live different life, have different thoughts, ideas and activities from each other. By interpreting deeply 4 personas, ideas on new services can be generated based on customers’ various values and characteristics. Creating values! Silence seeker Socializer Babysitter Borrower 8
- 10. Silent seeker, who can be student, a family member, a person with academic goals and they look for silent. Bright, calm, peaceful and light environment that help them to focus on their task is what they like. This group values privacy, silence, peace and personal space. Looking at their feeling and thoughts, there is no other than the sentence: ‘’Silent, please’’, they do not want to be disturbed. Who? Students, family member With academic goals Environments: Bright, calm, Peaceful, light Values: privacy, silence, peace personal space Thoughts, feelings ‘’Silent, please’’, No disturbance 1. Silent Seekers 9
- 11. Socializer can be a senior citizen, teenager, people in working class seeking to activities or relax. They love modern, colorful environment that has space for events and various interesting activities for their hobbies. They value discussion, being in a crowd, free-time hobbies, communication, meeting new people but deeply they wonder: ‘’How not to disturb people?’’ Who? Senior citizen, teenager, working class, seek to activities or relax Environments: Modern, colorful, space, hobbies Values: Free time, communication, Being in a crowd, Meeting people, discussion Thoughts, feelings ‘’’How not to disturb people?’’ 2. Socializer 10
- 12. Baby sitter is also an important group. They come to library regularly and they can be parents, teachers, nanny or whoever educate kids. They love safe, open, educative environment or spaces helping their kids to socialize. Their value only focus on the kids’ comfort but they wonder ‘’How to make sure children will not cause damage’’ and want more stuffs for children. Who? Parents, teachers, nanny Who educate kids Environments: Safe, open spaces, Educative Socialization for kids Values: Kids’ comfort Thoughts, feelings ‘’More stuffs for children’’ ‘’How to make sure kids don’t cause damage?’’ 3. Babysitter 11
- 13. Borrower, normally they are people coming just to take materials and go. They do not spend time at the library and borrowers can be students, teenager or people in working class who are very busy This group values time and loves cozy environment. They enjoy simple access to online system as well. ‘’I thought there will be more materials’’ is their feelings and thoughts Who? Students, teenager, working class Environments: Cozy, simple access to online system Values: time Thoughts, feelings ‘’I wish there will be more materials’’ 4. Borrowers 12
- 14. SOLUTIONSBringing values for 4 groups in 1 places – Porvoo library Accordingly, based on each group’s value, there are many solutions, for example, separating silent seeker with socializer by having a silent reading or focusing rooms. The library can generate various areas that are designed or decorated differently, a modern area, an area for group discussion, an area decorated peacefully, an areas for people who want to relax alone and another separate playing areas for kids, where there should be more toys and new stuffs for the children. • Different – separate areas • Clearer service instruction (E-book available, services within the library such as printing cost) • More materials • More appealing events 13
- 15. Some people even do not know the library has the E-books, people do not know that printing machine cost money and they are tired of borrowing the toilet keys. Many problems can be solved by better contacting with the customers, how about sending newsletter to their email informing about new e-book or books, clearer sign about cost for printing and especially provide values for each kind of group. This group also want real instrumentals to play, interact with, more video games, music of all kinds (especially rock, hard music) However, the main point is that people come to the library to relax and have a discussing places with their friends as well, having that places for them is essential. Babysitter, for instance, they would love reading stories events for their child. The point is getting into the customers! Once customers’ insights containing their life, characteristics, values and love are understood, library can design better services serving for different values. Below are several example or suggested ideas For socializer, they love activities, they want to go to library for meeting people, talking with their friends and relax. They need places to sit comfortably and talk without disturbing others. They do not like dark and boring design but exciting, creative place and color. Moreover, holding cool, attractive events like music (inviting bands to play at the library), watching movies event is great ideas as well. Activities can be relevant to sewing, chatting but mostly people love music and movies events. 14
- 16. There are several comments about the quality of the books, many books and furniture are old, which should be changed or updated. Suggestion for more horror, detective books and movies, inviting Finnish band to sing, bigger cafeteria with a bookshelf at the cafeteria are also recorded, This means that cafeteria has a bookshelf with all different kinds of books, people can take 1, write the name on that book, next time when they go and drink coffee, they can just pick up that exact book there. People really comment that the library is very hot in the summer. 15
- 17. ’There could be more activitiess for the children.’’ ‘‘’I would like to see happy and professional customer service and customer service should also be by the shelves.’’ ‘’ I helped a customer to make birthday invitation cards with Microsoft word and she was really happy.’’ ‘’I wasn’t able to find a book that a customer was looking for even though it should have been there according to the database.’’ From the interview, a number of attractive quotes are received. Many quotes reveal different reasons why people stop coming to the library or why they have not come at all. 16 Working DIARIES Data collected from the staffs’ diaries also divulged useful suggestion
- 18. Make the price-list visible to customers .e.g. near computers. Books should be checked frequently to see if they are on the right shelves to match the database. Computers need maintenance specially those on the bus library. Offered services need to be clear and well planned, both in Finnish and English. Enough work time for taking care of collection/selection work and other workloads Phones and cars to take care of library related issues instead of using their own personal items. Actually, staffs’ diaries contribute valuable ideas for Porvoo library. They have many common things with the customers’ interview: Kids running around More e-books, Provide wide range of books in large amounts, More languages More training to provide better customer service Comfortable and relaxing place 17
- 19. Why are you here today? How often do you visit the library? Which services do you use? Opening hour? Which services you want to have? Why did you stop visiting? What can make you visit library more? Choosing pictures of library you like, why? Choosing your hobbies? Questions? used in the interview 18
- 20. BRIEFLY, The project fulfilled its aims at first and provided customers’ insight by 4 personas. By studying the customers and the personas, we really hope that Porvoo library can get new and useful ideas to redesign services and have a great 5 year vision in the future. Knowing your customers and bring them what they value overexpectedly is always the key to succeed. Keep innovating! Customer insight Project by students of Haaga-Helia May 2015 19