Library Service Design and Assessment

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Presentation on Library Service Design and Assessment at the Association of Research Libraries 2012 Library Assessment Conference. The presentation covers the current challenges for library services, the trends amplifying them, the mindset/process/tools needed to address them, some brief case studies of the tools in action, and some tips on getting started.

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Library Service Design and Assessment

  1. 1. Designing and Assessing Library ServicesLibrary Assessment Conference 2012 ©brightspot strategy 2012. All Rights Reserved. ELI 2012 Learning Space Service Design 1
  2. 2. introThe purpose of this talk is to discuss the current challenges indesigning and assessing library services and then describe themindset, 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 ://bitFlickr athomeinscottsdale provide tools ©brightspot strategy 2012 ARL Library Assessment Conference 2
  3. 3. spaceFlickr athomeinscottsdale ©brightspot strategy 2012 ARL Library Assessment Conference 3
  4. 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. 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 customers relationship with Apple. •  When we wear black T-shirts, we blend in. And when we wear too many colors its 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. 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. 7. service challengesService design and assessment face three big challenges:ineffective assessment instruments / processes, provider-centricbias, and separated design processes for spaces and services. Poor assessment Provider-biased Process silosAssessment and design not Lacking user-centered Determined throughlinked, lacking measures of emphasis and tools and separate processes, withimpact, and not measuring using mostly linear process different people, differentthe right things Flickr athomeinscottsdale provide tools instead of an iterative one budgets, at different times ©brightspot strategy 2012 ARL Library Assessment Conference 7
  8. 8. trends impacting servicesTechnology 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 MinnesotaPhoto © 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. 9. mindset, process, and tools ©brightspot strategy 2012 ARL Library Assessment Conference 9
  10. 10. a new mindsetAddressing these challenges and trends requires a new mindsetfor 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 assessmentOperational and Capital budgets separate Operational and Capital budgets linkeddesign as delivery ©brightspot strategy 2012 ARL Library Assessment Conference 10
  11. 11. service design process and toolsService design is a way of thinking and a process for designingthe 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. 12. personasSynthesizing what you know about your users into a set ofpersonas 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. 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 NCSUWhat’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 eventsyears ago my duties have shifted to be more administrative, •  Turnkey videoconferencingincluding serving on a lot of committees and working with colleagues •  Place to meet informallyin the department. I’ve also got a few grad students… •  Impress visitorsHow do you use technology? •  Bookable event spaceAs an engineer, I’m immersed in it all the time •  Food and drink •  Space to meet peopleHow do you use the library? outside my departmentI rarely use the library because I can access all the materials online.But I enjoy having someplace to walk for coffee and just meetinformally with people. I also like taking visitors there to showcase *Persona developed by NCSUeverything we are doing. libraries, condensed by brightspot ©brightspot strategy 2012 ARL Library Assessment Conference 13
  14. 14. journey mapIllustrating how a persona would use / move through a spaceand/or service, describing the “touchpoints” where they interactand need support. Done for a variety of personas and times. Example: A recent hotel stay which started via GrouponKey concepts:•  Time: pre-service, service, post-service•  Identifying touchpointsCustomer Journey Map Entice Enter Engage Exit Extend ©brightspot strategy 2012 ARL Library Assessment Conference 14
  15. 15. journey map exampleCustomer Journey Map for a Workshop (5Es Framework by Conifer Research) ©brightspot strategy 2012 ARL Library Assessment Conference 15
  16. 16. service blueprintingDocumenting how you wish to provide a service/space, givingdirection on front-line staff actions, behind-the-scenes staff, andsupport systems/infrastructure for each service channel Example: Blueprint fromKey concepts: service design•  Connecting, Front, Back, and workshop Systems•  Understanding & coordinating delivery across channelsService Blueprint Delivery Delivery Etc… Channel 1 Channel 2 Physical Service delivery Evidence guidance… Customer Actions Front-line Staff Behind theScenes StaffInfrastructreand Systems ©brightspot strategy 2012 ARL Library Assessment Conference 16
  17. 17. service blueprint exampleService Blueprint for a Workshop ©brightspot strategy 2012 ARL Library Assessment Conference 17
  18. 18. prototypingSetting up pilots or experiments to test and refine blueprintconcepts, answer questions, gather feedback, and ready yourusers 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. 19. prototyping examplePrototyping can be done through mock-ups, roleplay, and shortpilot 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. 20. case study: Stanford UniversityStanford 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. 21. case study: Liberty UniversityTo plan for a new 170,000gsf library, Liberty university designedan 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. 22. case study: NC State UniversityNC State developed new service and staffing models for theirnew 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. 23. how to get started ©brightspot strategy 2012 ARL Library Assessment Conference 23
  24. 24. think about tiers of assessmentThere are tiers of assessment, with increasing value – but alsothe difficulty of data gathering / analysis – as you move up tiers. More valuable More difficultUtilization Satisfaction ImpactMeasuring how much a Measuring how satisfied Measuring what theservice is used, with usage users and staff are with a service enabled users toas a proxy for value service or aspects of it be able to do as a resultExamples: Logins, Gate counts, Examples: Surveys (e.g.: Examples: Value-addedItem checkouts, Logging LibQUAL+), interviews, analysis, engagementquestions / tickets observations, diaries ©brightspot strategy 2012 ARL Library Assessment Conference 24
  25. 25. map service pointsVisualize the activities and interactions at a service point thenconsider the information need to design and assess them. Flickr athomeinscottsdale provide tools ©brightspot strategy 2012 ARL Library Assessment Conference 25
  26. 26. use tools for design and assessmentInstitutions can use many of the same tools to evaluate currentservices and assess needs as well as design future services.Service Blueprints Journey Maps SurveysComparing the service Walking through the Comparing pre- and post-delivery planned with current journey and noting occupancy data to get awhat’s actually happening successes and failures sense of the value added ©brightspot strategy 2012 ARL Library Assessment Conference 26
  27. 27. summary Ineffective assessment Provider-centered bias Services and spaces areinstruments 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. 28. referencesAs you move ahead, you may find the following referenceshelpful 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. 29. thank you!PRESENTATION LINK:http://bit.ly/LAC12_services(case sensitive)Elliot Felix@elliotfelixelliot@brightspotstrategy.comwww.brightspotstrategy.com@brightspotter ©brightspot strategy 2012 ARL Library Assessment Conference 29

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