Or why we changed our user strategy
“I’ve got a bad feeling about this…”
Georgina Cronin
User Experience Librarian
Cambrid...
Why the
Star Wars theme ?
At work we kept
calling the
conference R2D2
so we ran with it
Overview of our Users
• High-fee paying
• High expectations
• Time-poor
• Competitive
• Confident
• Tech-savvy
• Demanding
Are we stereotyping?
• High-fee paying
• High expectations
• Time-poor
• Competitive
• Confident
• Tech-savvy
• Demanding
...
Designated Support Librarians (DSL)
UGMBA MFinEMBA MPhils PhD
MEG ANGE CLAUDIA NATASHA SARAH
Identify user group traits an...
Why DSL missed the
target...
• Some didn’t like a single
point of contact
• Some groups didn’t
notice the difference
• Too...
Next: User Experience (UX)...
Apply UX principles/approach
• Usability
• Observation/Ethnography
• Service & Space Design
...
Personas/User Types
Benefits
• Better understanding of
our users
• Visualising a concept
• Empathising with a real
experie...
values, beliefs and
priorities which
underpin our
UX strategy...
20
We represent the real face of the library
service…and must constantly act as its
(galactic) ambassadors
1
99% of people still think we just
‘Stamp, Shelve and Shhhh’
We must seek to dispel these stereotypes!
2
We are living in ‘the age of the individual’ so we
must respond with a highly tailored service3
Our approach to customer service must
incorporate choice & flexibility…and sweets!4
Users expect greater personal control and
autonomy, so we must help them seize that5
Our users will try to find rogue droids themselves,
so when they do ask us for help
we must be as visible and approachable...
We need to get better at selling a few planets
rather than the whole galaxy (far, far away)
7
We can learn a lot from tabloid newspapers,
in terms of content hooks, images and headlines8
We need to be present on each and every
communication platform, as all the individual
communities add up to our user base
9
We must offer seamless access to services wherever
our users are and whatever device they’re on10
We must target as much communication as we can
and avoid generic emails11
Broadcasting does not lead to engagement
We must promote our services regularly
through having conversations
12
We should continue to develop true awareness
of the real needs of our users rather than
assuming that we know what they ne...
When teaching our users, we must tell
stories in preference to delivering facts14
Hang out where our users are
and deliver services at the point of need15
Offering a responsive, agile service is key – it
creates expectation, but also engaged users16
‘Embrace the informal’ – if we
dress too formally it promotes the impression
of barriers and discourages interaction
17
Our content should make an emotional connection
with our users to foster learning and prompt
them to think about us/engage...
We should always seek to innovate
and improve our service –
for the sake of our users and our reputation
19
We have an exciting opportunity to engage
with our users more effectively, and to earn
recognition and respect (maybe even...
“Do... or
do not.
There is
no try”
Thank you!
Georgina Cronin
@senorcthulhu
Image credits
All Star Wars characters and images owned by Lucasfilm Ltd. No infringement is intended and images
are being...
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“I’ve got a bad feeling about this…” Or why we changed our user strategy

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Star Wars-themed presentation given by Georgina Cronin (User Experience Librarian) at i2c2 in Manchester (6-7 March 2013) on the topic of user experience and strategy at Cambridge Judge Business School.

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“I’ve got a bad feeling about this…” Or why we changed our user strategy

  1. 1. Or why we changed our user strategy “I’ve got a bad feeling about this…” Georgina Cronin User Experience Librarian Cambridge Judge Business School
  2. 2. Why the Star Wars theme ? At work we kept calling the conference R2D2 so we ran with it
  3. 3. Overview of our Users • High-fee paying • High expectations • Time-poor • Competitive • Confident • Tech-savvy • Demanding
  4. 4. Are we stereotyping? • High-fee paying • High expectations • Time-poor • Competitive • Confident • Tech-savvy • Demanding Some paying more than others, some paying substantially less UG students very low expectations Varies between user groups Not all. Exaggerated personality type Perhaps more confident than most students but again varies considerably Not as many gadgets or as much awareness as you’d imagine Some users don’t use our services no matter how hard we try
  5. 5. Designated Support Librarians (DSL) UGMBA MFinEMBA MPhils PhD MEG ANGE CLAUDIA NATASHA SARAH Identify user group traits and assign each a designated support librarian...
  6. 6. Why DSL missed the target... • Some didn’t like a single point of contact • Some groups didn’t notice the difference • Too many emails • Too generic • It’s not their course that defines them
  7. 7. Next: User Experience (UX)... Apply UX principles/approach • Usability • Observation/Ethnography • Service & Space Design • Personas/User Types
  8. 8. Personas/User Types Benefits • Better understanding of our users • Visualising a concept • Empathising with a real experience • Offering a framework that can be updated to suit new needs Drawbacks • Personas can be too simplistic • Creation of a stereotype rather than a “real” person • Over-reliance on theory rather than IRL experience • “Hidden” users can be forgotten
  9. 9. values, beliefs and priorities which underpin our UX strategy... 20
  10. 10. We represent the real face of the library service…and must constantly act as its (galactic) ambassadors 1
  11. 11. 99% of people still think we just ‘Stamp, Shelve and Shhhh’ We must seek to dispel these stereotypes! 2
  12. 12. We are living in ‘the age of the individual’ so we must respond with a highly tailored service3
  13. 13. Our approach to customer service must incorporate choice & flexibility…and sweets!4
  14. 14. Users expect greater personal control and autonomy, so we must help them seize that5
  15. 15. Our users will try to find rogue droids themselves, so when they do ask us for help we must be as visible and approachable as possible when they need help 6
  16. 16. We need to get better at selling a few planets rather than the whole galaxy (far, far away) 7
  17. 17. We can learn a lot from tabloid newspapers, in terms of content hooks, images and headlines8
  18. 18. We need to be present on each and every communication platform, as all the individual communities add up to our user base 9
  19. 19. We must offer seamless access to services wherever our users are and whatever device they’re on10
  20. 20. We must target as much communication as we can and avoid generic emails11
  21. 21. Broadcasting does not lead to engagement We must promote our services regularly through having conversations 12
  22. 22. We should continue to develop true awareness of the real needs of our users rather than assuming that we know what they need 13
  23. 23. When teaching our users, we must tell stories in preference to delivering facts14
  24. 24. Hang out where our users are and deliver services at the point of need15
  25. 25. Offering a responsive, agile service is key – it creates expectation, but also engaged users16
  26. 26. ‘Embrace the informal’ – if we dress too formally it promotes the impression of barriers and discourages interaction 17
  27. 27. Our content should make an emotional connection with our users to foster learning and prompt them to think about us/engage with us more 18
  28. 28. We should always seek to innovate and improve our service – for the sake of our users and our reputation 19
  29. 29. We have an exciting opportunity to engage with our users more effectively, and to earn recognition and respect (maybe even gold medals?) from our users and our employers 20
  30. 30. “Do... or do not. There is no try”
  31. 31. Thank you! Georgina Cronin @senorcthulhu
  32. 32. Image credits All Star Wars characters and images owned by Lucasfilm Ltd. No infringement is intended and images are being used for educational purposes only. We will comply with any requests to remove content. Other images: http://www.flickr.com/photos/st3f4n/4229524412/ https://www.flickr.com/photos/st3f4n/8601954407/ http://www.flickr.com/photos/st3f4n/3951143570/ NASA Famous Monsters of Filmland Fan Pop Nokia Art Streiber Jeffrey Brown http://www.flickr.com/photos/jdhancock/3842546304/ Chris McVeigh http://www.flickr.com/photos/jdhancock/4354438814/ https://www.flickr.com/photos/st3f4n/4333068306/ NASA/ESA
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