The Library

SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
libraryfuture
“The model of the library is changing.

There still needs to be quiet areas to
study, but it should transiti...
Transforming the Librar y
Will Crowe

S e r v i c e D e s i g n , B FA

Jeff Dull

I n d u s t r i a l D e s i g n , B FA
...
Project Over view
librar y at large

The Library
(Brand Attributes)

Public

Academic

Secondary
Research

SCAD

Primary
R...
diverg ent- converg ent

discover

define

develop

secondary and pri-

synthesize collected

generate ideas for

mary res...
diverg ent- converg ent
t o d a y ’s p r e s e n t a t i o n

discover

define

develop

secondary and pri-

synthesize co...
Brand Defined
Brand is a...

...source of relevant, distinctive,
and enduring promise of value.
...contract of trust.

Bra...
brand attributes
From an initial session
with SCAD Jen Library staff
and SCAD students, a general set of brand attributes ...
emotional

rational

+ Intuitive

+ Relevant

Aspiration (Brand Perspective)

Aspiration (Brand Perspective)

A Library th...
positioning statement
The Library as a brand inherently
supports the community by establishing knowledge creation through
...
diverg ent- converg ent

discover

define

develop

secondary and pri-

synthesize collected

generate ideas for

mary res...
Purpose of Librar y
boston public librar y
There’s a close linkage between knowledge and right thinking.
The future of dem...
information access
digital millennium
c o p y r i g h t a ct

fir st sa l e do c tr i n e

Copyright law grants a copyrigh...
Growth Engine
connected to economic growth

decreasing funds and budgets
economic
growth
dichotomy

increasing upgrade cos...
adaptation
(mscs) maine share d
collectio n s st r a t egy

colby
college

maine
infonet

bowdoin
college

As of March 201...
innova tor s

"labrar y ": har vard

"shBANGE": unc

A temporary ‘pop-up’
space in an empty Harvard Square storefront
that...
Rebranding Libraries

introduction

secondar y

source: public libraries / university of warwick

primar y

synthesis

nex...
learning commons
21st century
learning space
“Over the last 15 years
academic libraries have seen
enormous changes. The
na...
third place
Refers to social surroundings separate
from the two usual social environments of
home and the workplace.
These...
James B. Hunt Jr.

degree
competition
industrial design
graphic design
motion media
fibers
architecture
performance
introd...
bookBot

introduction
source: nc state

variable-use space

secondar y

primar y

learning commons

synthesis

next steps
...
Cerritos Millenium
futuristic
design
"Experience Library"
and focuses on themed
spaces, high quality art
work, and inspira...
Secondar y Summar y
consistent key themes from
secondar y re search
adaptation
barriers

community
centers

major concept ...
competitive analysis

b elo w
average

introduction

secondar y

primar y

synthesis

next steps

SCAD | “Transforming the...
Primar y Research

immersion
understand user perspective
actual customer behavior

book display at live oaks-southwest cha...
holistic per spective
liv e o aks :
bull
stre e t
b ranch
savannah, ga

savannah, ga

(public)

(academic)

liv e o aks :
...
Bull Street

research cour tesy
of JaKenna Mar tin
IDUS 711
methods of contextual research
winter 2013
professor Sara Jo J...
Research Principle

Research Principle

People go to the library for solutions to their life’s
problems.

There is a cultu...
Southwest Chatham

“ E v e r y d a y, t h e r e i s a [ l i v e o a k s ]
l i b r a r y [ t h e p u b l i c ] c a n g o t ...
embracing user s

use-based furniture

segregated tech

vibrant space

flexible layout

alternative place

introduction

s...
L ane Li bra r y

inter viewed:
A n n F u l l e r, M L I S
assistant university librarian/
head of circulation & ill
lane ...
p a r t o f u n i v e r s i t y ’s s t r a t e g i c p l a n
“[We’re] syncing with the professor what
referring to 1-hour ...
learning commons

Coming Soon

The Learning Commons
will feature inTouch Interactive Tables, a presentation
practice space...
SCAD

switching from being the user to
taking a research perspective for
a c o n t e x t u a l “d e e p d i v e ”

introdu...
usage va riance
how of ten do you
g o t o t h e l i b r a r y?

why do you go to
t h e l i b r a r y?

34%

once a
week

2...
physical limitations
on average, how long do
you spend at the librar y
at one time?

28%

1-2
hours

24%

2-3
hours

19%

...
access restrictions
l o ca tion

re sou rc e s

“the hours!! i know 24/7 is a lot to ask
all the time, but PLEASE during m...
Brand Assessment
rating vs.
response
information

technology

“get rid of the librarians and
replace them with computers”
...
improvement requests
cafe

“Something like a
Barnes and Noble
with coffee and
awesome chairs.”

“I would like to be able t...
basics

“would like to have a section
for basic food or drinks and
temperature control”

ext er i or
trustees theaters “

...
Resources
rating based on:

60

books

60

online
access

60

40

40

40

30

30

30

20

20

10

reflects variance
in res...
a wa renes s

“I don’t know what the library is actually doing.”

c h a l l e n ges
“The language on the website only
make...
Customer Engagement
librarians are passionate
about what they do

“We want people to do their best work.”

culture shift t...
ser vice evaluation
positive

negative

in relations to attributes
service was only category
with an off-brand rating

sur...
“well, it’s a library”
Survey response to “If there was
one thing you could change about
the library, what would it be?”

...
Primar y Summar y
primar y re search
data reflected sec ondar y re search

project wall with data collected throughout res...
diverg ent- converg ent

discover

define

develop

secondary and pri-

synthesize collected

generate ideas for

mary res...
ser vice model
attract

what brand does to actively interest a
customer
ex: the library running a marketing
campaign to in...
Insights

data was transferred from research wall to matrix

introduction

secondar y

primar y

synthesis

next steps

SC...
information
a ttract

engage ext en d

ignorance of resources
secondar y choice
for information

n e e d i n c o n v e r t...
technology
attra ct

engage ext en d

discouraging first
contact

need up-to-date
technology

technology can
affect collab...
physical space
attra ct

engage ext en d

i n d o o r- o u t d o o r
dynamic
desire for continuous variety of ar t
and des...
ser vice
attra ct

engage ext en d

need contemporar y relevance

expect more than
information

misaligned ser vice
percep...
community
attra ct

engage ext en d

par tnerships add
value
i n e f f e c t i v e o u treach
seek community
engagement
in...
Oppor tunities

mountain top
insight > oppor tunity
address multiple insights
can be relevant to
several categories
may co...
information
attra ct

engage ext en d

inform user to resources

facilitate learning that conver ts
information to
knowled...
technology
attra ct

engage ext en d

establish a more
inviting gateway
social network
for collaboration

introduction

se...
physical space
attra ct

engage ext en d

establish visual
identity of librar y

spaces to reflect
user

establish invitin...
ser vice
attra ct

engage ext en d

stay ahead of
change

align customer
ser vice perception

ensure holistic experience

...
community
attra ct

engage ext en d

forge par tnerships
internally
seek external
par tnerships

create connections betwee...
Attribute Matrix

introduction

secondar y

primar y

synthesis

next steps

SCAD | “Transforming the Library” SDES 791 / ...
at large

It is important to note
that while some of the opcepts address SCAD’s particular needs, there are many
insights ...
diverg ent- converg ent
rest of the project

discover

define

develop

secondary and pri-

synthesize collected

generate...
N ext Steps

develop & deliver
evaluate concepts according to brand attributes
a d d r e s s i m m e d i a t e a n d s h o...
thank

you.

SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
SCAD Jen Library (Midterm Report)
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SCAD Jen Library (Midterm Report)

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A collaborative research & design project between students of the Savannah College of Art and Design (SCAD). The project focused on transforming the current state of the SCAD Jen Library. This presentation documents the research and insights gathered over a 5 week period. This presentation was presented to the client for the midterm research report.

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SCAD Jen Library (Midterm Report)

  1. 1. The Library SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  2. 2. libraryfuture “The model of the library is changing. There still needs to be quiet areas to study, but it should transition into a more social area for exchanging ideas.” Survey response SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  3. 3. Transforming the Librar y Will Crowe S e r v i c e D e s i g n , B FA Jeff Dull I n d u s t r i a l D e s i g n , B FA Phil Lewis I n d u s t r i a l D e s i g n , B FA David Matthews I n d u s t r i a l D e s i g n , B FA JaKenna Mar tin Design Management, MA Diane Seaver D e s i g n M a n a g e m e n t , M FA Nicholas Stratton I n d u s t r i a l D e s i g n , B FA To m H a r d y P r o f e s s o r, D e s i g n M a n a g e m e n t introduction secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  4. 4. Project Over view librar y at large The Library (Brand Attributes) Public Academic Secondary Research SCAD Primary Research Experiences brand perspective market landscape Touch-point Individual Experience Individual Experience Individual Experience Individual Experience Memories Does this align with the brand attributes? Does the brand need to be redefined? (Concept Development and Final Deliverables) introduction secondar y Understand the present, Fo re c a s t t h e f u t u re . primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  5. 5. diverg ent- converg ent discover define develop secondary and pri- synthesize collected generate ideas for mary research to un- data into insights and immediate and future derstand the current opportunities to guide state of the library concept development deliver introduction secondar y solution recommendations with compre- brand attributes primar y hensive project report synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  6. 6. diverg ent- converg ent t o d a y ’s p r e s e n t a t i o n discover define develop secondary and pri- synthesize collected generate ideas for mary research to un- data into insights and immediate and future derstand the current opportunities to guide state of the library concept development deliver introduction secondar y - brand attributes primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  7. 7. Brand Defined Brand is a... ...source of relevant, distinctive, and enduring promise of value. ...contract of trust. Brand loyalty is gained by delivering on promised value and upholding contract of trust. introduction secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  8. 8. brand attributes From an initial session with SCAD Jen Library staff and SCAD students, a general set of brand attributes was created that represent both library intent and customer expectations. rational adjectives, accomtions, perceptions and use of the library. introduction - after listing attributes, each list was then ranked according to what the library (L) valued and the class (C) valued secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  9. 9. emotional rational + Intuitive + Relevant Aspiration (Brand Perspective) Aspiration (Brand Perspective) A Library that has both physical and digital resources that are easily accessible regardless of experience or knowledge. A Library that is responsive to its community by adapting to their ever-changing needs, with thoughtful connections to broader information trends. + Welcoming + Reliable Perception (User Perspective) A Library that provides an inviting atmosphere for all types of users to engage in learning while feeling a sense of belonging or inclusion. + Trustworthy A Library that consistently provides quality information, + Fundamental Use (Reality Perspective) Use (Reality Perspective) A Library that upholds the emotional contract in meeting the user’s expectation as a supportive, valuable resource. introduction Perception (User Perspective) secondar y A Library that is a necessity, serving the individual as an integral resource for expanding knowledge and values over a lifetime primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  10. 10. positioning statement The Library as a brand inherently supports the community by establishing knowledge creation through effective access to fundamental and relevant information. The Library provides users with a reliable, welcoming, and trustworthy resource of information and service. introduction secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  11. 11. diverg ent- converg ent discover define develop secondary and pri- synthesize collected generate ideas for mary research to un- data into insights and immediate and future derstand the current opportunities to guide state of the library concept development deliver introduction secondar y - brand attributes primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  12. 12. Purpose of Librar y boston public librar y There’s a close linkage between knowledge and right thinking. The future of democracy is contingent on an educated citizenry movement and public education. There’s a strong correlation between the public library. Every citizen has the right of free access to community-owned resources. “built by the people and dedicated to the advancement of learning” -boston public library entrance inscription introduction secondar y primar y source: history of libraries of the western world / image: library of congress synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  13. 13. information access digital millennium c o p y r i g h t a ct fir st sa l e do c tr i n e Copyright law grants a copyright owner an exclusive right “to distribute copies or phonorecords of the copyrighted work to the public by sale or other transfer of ownership, or by rental, lease, or lending.” turnkey institutional repository open source application introduction secondar y source: 17 U.S.C. § 106 / american library association primar y This landmark legislation updated U.S. copyright law to meet the demands of the Digital Age and to conform U.S. law to the requirements of the World Intellectual Property Organization (WIPO) and treaties that the U.S. signed in 1996. anti-sopa blackout web-portal page synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  14. 14. Growth Engine connected to economic growth decreasing funds and budgets economic growth dichotomy increasing upgrade costs introduction source: american library association secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  15. 15. adaptation (mscs) maine share d collectio n s st r a t egy colby college maine infonet bowdoin college As of March 2013, eight of Maine’s management and archiving of their print collections and the integration of digital editions into a statewide catalog. introduction source: library journal secondar y maine state library bangor public library university of maine southern maine university primar y portland public library bates college synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  16. 16. innova tor s "labrar y ": har vard "shBANGE": unc A temporary ‘pop-up’ space in an empty Harvard Square storefront that has been a public gallery for design student projects on the future of libraries. introduction "petting zoo": kent, oh Interactive, collaborative, research project that was awarded the Springshare award recognizing a new program or service that demonstrates an innovative approach to academic librarianship. secondar y source: library journal / university of north carolina / kent.ohio primar y Program to give patrons and community members a chance to have handson interaction with a vari ety of tablets and e-read ers. synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  17. 17. Rebranding Libraries introduction secondar y source: public libraries / university of warwick primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  18. 18. learning commons 21st century learning space “Over the last 15 years academic libraries have seen enormous changes. The nature of collections have sponse to new technologies, and now many of these changes are precipitating a reinvention of library spaces as well.” introduction source: york university secondar y commons criteria learner-centered pedagogy integration of academic supports library as a town square library as “third place” social learning diversity of function use technology rich environments increased access primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  19. 19. third place Refers to social surroundings separate from the two usual social environments of home and the workplace. These places are “anchors” of community life that facilitate and foster broader, more creative interaction. introduction secondar y source: the great good place-ray oldenburg primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  20. 20. James B. Hunt Jr. degree competition industrial design graphic design motion media fibers architecture performance introduction secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  21. 21. bookBot introduction source: nc state variable-use space secondar y primar y learning commons synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  22. 22. Cerritos Millenium futuristic design "Experience Library" and focuses on themed spaces, high quality art work, and inspirational architecture rather than being another library in the traditional sense. introduction source: cerritos millennium secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  23. 23. Secondar y Summar y consistent key themes from secondar y re search adaptation barriers community centers major concept develop ment categories identity crisis secondar y primar y technology physical space introduction information service synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  24. 24. competitive analysis b elo w average introduction secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  25. 25. Primar y Research immersion understand user perspective actual customer behavior book display at live oaks-southwest chatham branch introduction secondar y p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  26. 26. holistic per spective liv e o aks : bull stre e t b ranch savannah, ga savannah, ga (public) (academic) liv e o aks : so uthwest chatham b ranch savannah college of ar t and design savannah, ga savannah, ga (public) introduction armstrong atlantic state univer sity (academic) secondar y p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  27. 27. Bull Street research cour tesy of JaKenna Mar tin IDUS 711 methods of contextual research winter 2013 professor Sara Jo Johnson introduction secondar y p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  28. 28. Research Principle Research Principle People go to the library for solutions to their life’s problems. There is a cultural clash now in this library between those who are there solely for public computers, and those who use the library traditionally. Unknown ent communities.” Research Principle - The library is a safe haven, a shelter, an oasis. For everyone. Sha Roberta “I happen to be homeless. Now this place, this library is the only place for homeless people to go to most of the time.” Library staffs help people with their problem when they don’t know how to solve tion, tax form, etc. Who they need to talk to get help. introduction secondar y “I like to get on the computers just to get away from the world, to relax.” Anonymous “Reading westerns take me to another world. It takes your mind off all your trouble. You can go into you own little world of peace and quiet.” James Duncan all bull street content is unaltered and in original form as presented p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  29. 29. Southwest Chatham “ E v e r y d a y, t h e r e i s a [ l i v e o a k s ] l i b r a r y [ t h e p u b l i c ] c a n g o t o .” Sandrae McCorkle, Library Chairman -Savannah Morning News introduction secondar y p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  30. 30. embracing user s use-based furniture segregated tech vibrant space flexible layout alternative place introduction secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  31. 31. L ane Li bra r y inter viewed: A n n F u l l e r, M L I S assistant university librarian/ head of circulation & ill lane librar y armstrong atlantic state university introduction secondar y p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  32. 32. p a r t o f u n i v e r s i t y ’s s t r a t e g i c p l a n “[We’re] syncing with the professor what referring to 1-hour library class coupled with required class students driven to librar y by faculty “[Faculty] see the value in student’s who understand ‘good’ research ultimately produce seek to balance autonomy with suppor t introduction secondar y p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  33. 33. learning commons Coming Soon The Learning Commons will feature inTouch Interactive Tables, a presentation practice space, group study ible study spaces, computer workstations, and more! introduction - secondar y source: armstrong atlantic state university p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  34. 34. SCAD switching from being the user to taking a research perspective for a c o n t e x t u a l “d e e p d i v e ” introduction secondar y p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  35. 35. usage va riance how of ten do you g o t o t h e l i b r a r y? why do you go to t h e l i b r a r y? 34% once a week 29% once a month 28% once a quarter once a day 4% once a year 4% “Access to resources, including books, computers, and librarians.” “Class requirement.” “Great place to meet for group projects.” “To get away from the busy, distractions in my room. The Library gives me a chance to focus.” introduction secondar y p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  36. 36. physical limitations on average, how long do you spend at the librar y at one time? 28% 1-2 hours 24% 2-3 hours 19% 30 min1 hour 0-30 min 12% 3-4 hours 9% over 4 hours 9% “I would go to the library to work on my thesis EVERY DAY if parking in downtown wasn’t a COMPLETE NIGHTMARE. Even if you are lucky mum $1/hr, there is no SCAD lot near the library, and I usually have to interrupt my work to go pay the meter. I live appx. 3 miles South of Jen library. I would love to see a south campus library or study space. I believe that would allow for more options in parking and avoid frustrations in getting to/from.” Survey response introduction secondar y p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  37. 37. access restrictions l o ca tion re sou rc e s “the hours!! i know 24/7 is a lot to ask all the time, but PLEASE during mid- “More distinct signage and a better VISUAL layout for book call numbers. The organization of the books works right now, but the appearance spepret than what it should and could be like.” “They desperately need a book drop. If you don’t have your I.D. on you or it’s after/before they open you are out of luck.” Until noted otherwise, all of the subsequent responses are to survey question, “If there was one thing you could change about the library, what would it be?” “If students forget their ID there should be a way to look them up.” introduction secondar y p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  38. 38. Brand Assessment rating vs. response information technology “get rid of the librarians and replace them with computers” “I would get rid of all of the books” physical space introduction ser vice secondar y p rim a r y “waaay more artwork! some color, some textures! nothing wild, but something a little more visually exciting” synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  39. 39. improvement requests cafe “Something like a Barnes and Noble with coffee and awesome chairs.” “I would like to be able to have coffee and study at the same time.” “...making the environment a familiar place that smells like mom’s homemade cookies or great coffee...” v ar ied w or k spa c e feel like there are always a lot of conversations going on ings... I would prefer if there was a better division between group work areas and actual quiet reading areas.” team trying to work at computer station that has a restricting partition around it introduction secondar y p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  40. 40. basics “would like to have a section for basic food or drinks and temperature control” ext er i or trustees theaters “ “if I could change one thing it would be the lighting (much with the lounge chairs. Open light is key when working for long hours.” “the brown leather chairs that are too deep to accommodate a sitting posture” east side. Because it has the best view.” Survey responses to “If there was one thing you could change about the library, what would it be?” & “Do you have a favorite location in the library?” introduction secondar y one of the popular areas by the p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  41. 41. Resources rating based on: 60 books 60 online access 60 40 40 40 30 30 30 20 20 10 reflects variance in resource use and needs 50 20 not important important ver y important 50 10 10 0 0 printers 0 60 50 study rooms 60 50 50 i n t e r- l i b r a r y loan 40 very important 30 30 important 20 20 not important 10 10 0 introduction 40 0 secondar y primar y totals per rank are out of 68 respondents synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  42. 42. a wa renes s “I don’t know what the library is actually doing.” c h a l l e n ges “The language on the website only makes sense if you’re a librarian.“ Alexis Linoski, Director of Technical Services and Systems “They could provide more awareness about the events or other things it does.” “I’m not educated on the libraries activities.” “Libraries have always been about access, with electronic information it has just become more complicated.” Heather Koopmans, Head of Reference Survey response to “What is the library doing that you don’t care about?” introduction secondar y p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  43. 43. Customer Engagement librarians are passionate about what they do “We want people to do their best work.” culture shift to integrate more outreach “[We] had been feeling like when [at the library] you see the same people again and again.” Heather Koopmans, Head of Reference Carla-Mae Crookendale, Reference Librarian circulation desk is hear t of the librar y for staff “...the staff like sitting at the circulation desk and helping people...” Stephanie Raines, Head of Outreach introduction secondar y p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  44. 44. ser vice evaluation positive negative in relations to attributes service was only category with an off-brand rating survey results rating had a positive average “I was doing a paper on an unconventional topic on 2 separate occasions and on both, they worked with me for 30 minutes “Each time I need their help, they seem to be bothered. When I go up to the counter the computers are extremely slow and I that they were dedicated to helping me was sometimes am in a hurry--they will refuse to awesome.” look up a call number, even though they are sitting there doing nothing else but browsing facebook, tumblr or twitter.” Survey responses to “Please describe a particular experience you’ve had with a librarian.” introduction secondar y p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  45. 45. “well, it’s a library” Survey response to “If there was one thing you could change about the library, what would it be?” introduction secondar y p rim a r y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  46. 46. Primar y Summar y primar y re search data reflected sec ondar y re search project wall with data collected throughout research information technology introduction physical space secondar y service primar y community community was added to concept development cate gories synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  47. 47. diverg ent- converg ent discover define develop secondary and pri- synthesize collected generate ideas for mary research to un- data into insights and immediate and future derstand the current opportunities to guide state of the library concept development deliver introduction secondar y - brand attributes primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  48. 48. ser vice model attract what brand does to actively interest a customer ex: the library running a marketing campaign to inform users to new books engage attract user experience with the brand service ex: users searching for a library book extend what a brand does after users engage experience that ideally creates a repeat customer ex: the library following up with user asking for a review of the book the user checked-out introduction secondar y extend primar y engage synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  49. 49. Insights data was transferred from research wall to matrix introduction secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  50. 50. information a ttract engage ext en d ignorance of resources secondar y choice for information n e e d i n c o n v e r ting information to knowledge need for successful experience computers are used in tandem to physical search unclear information identification librar y is more than information introduction secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  51. 51. technology attra ct engage ext en d discouraging first contact need up-to-date technology technology can affect collaboration technology must be intuitive introduction secondar y be ahead of technology cur ve technology problems are magnified primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  52. 52. physical space attra ct engage ext en d i n d o o r- o u t d o o r dynamic desire for continuous variety of ar t and design display layout dictates workspace experience personal connection to space creates loyalty n e e d f o r a d a p tability need for dynamic space expectation of personal atmosphere unwelcome entr y access inadaquate wayfinding introduction secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  53. 53. ser vice attra ct engage ext en d need contemporar y relevance expect more than information misaligned ser vice perception user desire for third place librarians want interaction lack of ser vice trust look for more than information misperception of l i b r a r i a n ’s r o l e need for holistic experience cannot clearly identify ser vice providers faculty disconnect introduction secondar y primar y lack facilitation of cross engagement synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  54. 54. community attra ct engage ext en d par tnerships add value i n e f f e c t i v e o u treach seek community engagement inadequate communication introduction secondar y impor tance of exchange between users facilitation of connections one experience influences another need to see and be seen want ability to socialize primar y can stretch primar y experience synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  55. 55. Oppor tunities mountain top insight > oppor tunity address multiple insights can be relevant to several categories may connect to all three ser vice model stages goat sketch: professor Owen Foster, industrial design chair introduction secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  56. 56. information attra ct engage ext en d inform user to resources facilitate learning that conver ts information to knowledge a c t i v e l y e n c o u rage users introduction secondar y primar y ensure feeling of user gratification information cross connection synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  57. 57. technology attra ct engage ext en d establish a more inviting gateway social network for collaboration introduction secondar y evaluate tech assets to formulate action plan evaluate and relate to current trends social network for collaboration primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  58. 58. physical space attra ct engage ext en d establish visual identity of librar y spaces to reflect user establish inviting spaces separate independent spaces increased interior ease of access improve physical access introduction secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  59. 59. ser vice attra ct engage ext en d stay ahead of change align customer ser vice perception ensure holistic experience implement paradigm shift implement proactive rather than reactive ser vice foster cross engagement diversify spaces introduction secondar y primar y successfully engage faculty synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  60. 60. community attra ct engage ext en d forge par tnerships internally seek external par tnerships create connections between user groups continue experie n c e t h r o u g h o u treach outreach communications introduction secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  61. 61. Attribute Matrix introduction secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  62. 62. at large It is important to note that while some of the opcepts address SCAD’s particular needs, there are many insights and opportunities that translate to the library at large regardless of location and subject. introduction secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  63. 63. diverg ent- converg ent rest of the project discover define develop secondary and pri- synthesize collected generate ideas for mary research to un- data into insights and immediate and future derstand the current opportunities to guide state of the library concept development deliver introduction secondar y solution recommendations with compre- brand attributes primar y hensive project report synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  64. 64. N ext Steps develop & deliver evaluate concepts according to brand attributes a d d r e s s i m m e d i a t e a n d s h o r t- t e r m s s o l u t i o n s reflect SCAD 2020 design plan final recommendations introduction secondar y primar y synthesis next steps SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
  65. 65. thank you. SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013
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