The document outlines Michael Lascarides' presentation on crowdsourcing projects at the New York Public Library. It discusses several projects the library has undertaken that involve crowdsourcing, including Map Warper which had volunteers digitize historical maps, What's On The Menu? which had volunteers transcribe menus to create a searchable database of historical dishes, and seeking volunteers to help transcribe archival materials like letters and diaries. The presentation provides several rules and best practices for effective crowdsourcing design, such as making tasks very small and simple, showing results immediately, rewarding participants, and building an ongoing community around the project.
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The slides from a talk I gave on March 12, 2011, at SXSWi, in which I promote the three elements of compelling content that can help non-writers (by trade) create content to more successfully engage users.
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Slide 27: The Common, from Alex Bogusky and the FearlessRevolution.com
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Slide 59 Art of the Trench, Burberry
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See below for demo:
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Design for Crowdsourcing
1. Design
for
crowdsourcing
Recent
projects
at
the
New
York
Public
Library
Presented
to
the
Powerhouse
Museum
8
December
2011
Michael
Lascarides
Senior
Manager
for
Web
IniFaFves,
NYPL
@mlascarides
/
@nypl
michaellascarides@nypl.org
Monday, December 12, 2011
2. Map
Warper
maps.nypl.org
2009
Monday, December 12, 2011
[35:00]
51. Over
58,000
visitors
in
4.5
mos.
10,000+
menus
fully
transcribed
600,000+
dishes
transcribed
Monday, December 12, 2011
We could have done more but we ran out of digitized
menus!
52. Monday, December 12, 2011
We could have done more but we ran out of digitized
menus!
56. Rules
for
good
crowdsourcing
design
Monday, December 12, 2011
57. “Choose
your
parents
wisely”
Monday, December 12, 2011
Start with great raw
materials!
58. Engage
on
an
emoFonal
level
through
stories
Monday, December 12, 2011
Expose the stories behind a collection, and make them relatable to users. Use feedback to create narratives (as in Old Weather, where every entry moves the ship along on a map).
59. Appeal
to
the
user’s
beer
nature
Monday, December 12, 2011
We have found that participation increases dramatically when we frame our calls for participation in terms of helping the library. Frame it the same way you would any other volunteer opportunity, even
if it’s one that only lasts 10 seconds.
60. DemysFfy
the
purpose
Monday, December 12, 2011
People want to participate in projects they understand. Practice your “elevator pitch” for your project: describe it in the time it takes to go ten floors in an elevator with someone. People don’t get excited
about typing, but they will get excited about participating in the building of an important historical research tool.
61. Make
the
task
as
small
as
possible
Monday, December 12, 2011
This one can’t be stressed enough: pay extremely close attention to exactly what action you’re asking people to do, and make the task as discrete as possible. If the project involves transcribing a
page of text, ask participants to transcribe a sentence, or a line, or even a single word. Complicated tasks with multiple steps run the risk of ending half-complete.
62. Encourage
conFnuaFon
Monday, December 12, 2011
Once the tasks are broken down into small enough pieces, completing one will feel like a bite-size morsel that leaves the participant wanting more. Thank the participant immediately for their
contribution, then immediately ask them to contribute a bit more.
63. Lower
the
barriers
to
parFcipaFon
Monday, December 12, 2011
If at all possible, allow immediate and anonymous contribution. It can definitely be useful to get users to register and sign in, so that you can reward top participants and track participation. But a sign-
up page can be a barrier that may discourage the casual participant. A far better approach is to allow immediate participation without registration, and passively communicate the benefits of signing up
as the user proceeds.
64. Encourage
a
feeling
of
shared
ownership
Monday, December 12, 2011
While critics of Wikipedia claim that anyone can enter false or vandalizing information, it’s heartening that the converse is true: anyone can also correct and repair bad information. By allowing other
users to proofread and correct what’s previously been entered, you give participants a sense of pride that this is their “neighborhood” and it should be looked after.
65. Show
results
immediately
Monday, December 12, 2011
This is another critical one. When you’re collecting input from participants, don’t send the fruits of their labor off to some unseen holding queue; instead, post the result proudly as completed. In our
“What’s on the Menu?” project, every time a patron transcribes a dish off of a menu, the name of that dish becomes a clickable link leading to a page showing all menus where that dish appears and
facts about it (earliest and latest appearances, high and low prices, etc.). If the dish was incorrectly transcribed, it can always be corrected later. For us, it was far more important to treat the contribution
as official the moment it was transcribed, allowing users to see their transcription become part of the research tool instantly.
66. Place
the
project
in
context
Monday, December 12, 2011
Don’t try to be the center of the universe; link to other reference sources. On the NYPL’s menu project, at the moment a new dish is transcribed, a page for that dish is created which in turn contains
links to canned searches on other sites from Google to MenuPages to the library catalog, encouraging immediate exploration elsewhere.
67. Play
games
Monday, December 12, 2011
The short “participate, get feedback” cycle we’re describing here lends itself extremely well to game dynamics. If possible, keep score, and give top participants some sort of public recognition.
68. Reward
effort
Monday, December 12, 2011
If it’s possible to keep track of who’s participating, give rewards. Hold a special reception with refreshments in your library, and only give the invitation to online participants. If you’re not tracking
the identity of participants, make sure the messaging you display is loaded with gratitude.
69. Report
results
Monday, December 12, 2011
Let users know how the project is progressing. If the goal is to transcribe a collection, show how many documents are in that collection, and how many have been completed. Show progress bars to
indicate how far you’ve come and how far there is to go. If you’re using public participation to create a research tool, use a blog or social media to report how that research has been used by historians,
authors or other researchers and ink to their work.
70. Share
the
fruits
of
labor
Monday, December 12, 2011
When content is publicly created, make the resulting product publicly available. If the goal is to create a database of some sort, make the entire database available for download, or expose data with
an Application Programming Interface (API) and encourage anyone to create “mashups” of your data. Promote any works that people derive from your data on your site or blog, and encourage others to
do the same.
71. Build
a
community
Monday, December 12, 2011
Getting patrons involved in a project is an ideal opportunity to unite people with a common interest around your collections. Use social networks, a blog with comments, and/or an online forum to
build a conversation with the people who are you top users. Listen to feedback, take suggestions, and point out interesting findings.
72. Thank
you!
Presented
to
the
Powerhouse
Museum
8
December
2011
Michael
Lascarides
Senior
Manager
for
Web
IniFaFves,
NYPL
@mlascarides
/
@nypl
michaellascarides@nypl.org
Monday, December 12, 2011