Huddle design-brief


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Huddle design-brief

  1. 1. Individual Project Top Line Brief Duncan McKean 05975465 Version 3_15 JAN 09Background• Over the last 10 years book borrowing has fallen by 34% (Chartered Institute of Public Finance and Accountability, 2008).• 87% of respondents to a public consultation felt that a library closure would affect them greatly (Buckinghamshire City Council Government report, 2006)• “Attempts to replace a local library with a mobile library service at Avonmouth were met with very strong local resistance.” (IDeA peer review, 2004)• “We need to move on from the perception of libraries as merely depositories for books…” (John Rouse, Cabe, 2003)• “The growing recognition of third places in relation to social capital and community cohesion suggests an appropriate role for the public library movement seeking to reaffirm its place in the network society.” (Harris, 2003)• “…how it [a library] is being used for positive interaction between people, connecting the people and the resources the library holds in a way that enriches lives…” (Helen Carpenter, Director,, 2008)Insights• Public libraries are in a unique position to be a third place (not home, not work) within the community.• People still believe that a library should be the centre of a community and have an opinion on what a library should be whether they use them or not.Opportunity• A product / service that engages the local community to help create a valid third place used by, benefitting and reflecting that community.
  2. 2. Idea• The library can be considered as a viable third place for the local community to use.• If the local community had an opportunity to invest and engage with this third place they would be more likely use other facilities there.• If this engagement reflected each user then this could reflect the community as a whole and facilitate a community network for users and visitors.Product / Service Outline Description• The product / service will give users the opportunity to personalise their experience of the third place in an innovative way.• These “personalisations” should create a strong sense of personal investment and facilitate interaction between community members.Target MarketThe market can be segmented into the following groups:• Current library users• Lapsed library users• Non-library users• Vulnerable sections of society• Tourists and people new to the area• Local councils that run the librariesConsumer / Customer / User Benefits• Will create a third place where people can go that is not work or home.• Help introduce beneficial library services to a new audience.• Will make people feel part of a community.
  3. 3. User NeedsThe product / service must:• Allow the personalisation to be represented in a way that other people can interpret.• Allow the user to interact with product / service in an engaging or provocative way.• Facilitates community networking.• Give the third place a sense of identity.The product / service should:• Be available for a subscription price of £50.00 p/a or under as primary research verifies.• Be intuitive to use so no handholding required.• Can be used by ages 8-80.• Portray information resulting from personalisation in a visually stimulating way.• Give the ‘Cheers’ feeling: where everybody knows your name.• Product / Service could be used as an informal tourist centre as primary research verifies.Likely features and technology• Human interaction touchpoint.• Way of expressing the personalisation in a simple analogue, digital or mechanical way.• A way for users to experience what other users have expressed.Development issues and challenges• Product / Service must not be a ‘use once’ novelty.• Possible danger of information overload for consumers / users.• Ability to appeal to a lot of different target markets.• Product / Service must conform to any relevant standards.• Ergonomic considerations to touchpoint.• Additional considerations might be required for certain target segments such as vulnerable users.Assumptions• Currently there is no cost limitation to develop product / service.• It is valuable to target several market segments instead of targeting a narrow segment because as a community third space it should serve the whole community.
  4. 4. Technical expertise required• At this stage no technical expertise has been identified.LimitationsThe scope of this product / service is purposefully broad at this stage,however it is limited by/to the following:• Public libraries.• The community being ‘local’ to the library as defined by current local authority library catchment areas.Stakeholder Map