2. Background
➔ Library network in Wellesley was founded in 1928
➔ The Free Library was purpose built in 2003
➔ Largest library in Wellesley, two other branches- Hills and
Fells
➔ Part of Minuteman Library Network
➔ Provides access to 11,850 electronic journals, magazines
and newspapers
➔ Over 371,000 visits yearly
➔ 593 general interest programs and computer classes
➔ Supported by tax money, private donations, and volunteer
hours
4. “What is the value of libraries? Through lifelong
learning, libraries can and do change lives, a point
that cannot be overstated.” - Michael Gorman
5. Our Visit to the Library
Discussion with Employees
● Trying to implement
technology across the
library
○ iPads for kids’ room
○ Online databases
○ Website relaunch
● People want access not
ownership (DVD collection
is becoming less physical,
more online)
● Library has to keep up with
the tech world around it
Key Takeaways
● There’s a generation gap
● Everything related to
technology is relevant
● People don’t realize they
have free things available
for them
● Rethinking the tradition of
a library - may need to
start something new
9. Observational Research
Starbucks
Prefer
active and
dynamic
environmen
ts
Food and
drink
options
CafeNation
Sound preferred
by younger crowd-
music or
conversation
Varied colors and
woodtones
provide more
interesting
environment
Individuals are
drawn to light -
both internal and
external
Wellesley Library
Sterile and quiet
environment
Defined by traditional
expectations for library
etiquette
Technology isolated to
designated spaces
Focus on physical
knowledge sources
Open and expansive
leads to desolate feel
10. Workspace Changes
How can we better utilize the library
to fit needs of the modern user?
➜ Food/Beverage
➜ Themed spaces catering to
certain demographics
➜ Expanded services with
monetization features
➜ Stress importance of
congregation
12. SOCIAL MEDIA IMPACT
● “Generation Gap”
● Existing following
● “Feeding” vs. Engaging audiences
SUGGESTIONS:
1. Hire a volunteer social media
manager.
1. Create interactive content to
meaningfully engage audience.
1. Use social media tools. (Ex:
Hootsuite)
790
(likes)
1,145
236 236
13. ONLINE LIBRARY RESOURCES
● Website not user-friendly
● Not efficient with space on the
desktop (cluttered), not many
photos
● Mission unclear at first glance
SUGGESTIONS:
1. Content is key, but design
matters too.
○ Design contest for design
students
(WordPress, Webydo, SquareSpace)
1. Identify the main features of
the site. Highlight those while
making the rest easily
accessible.
Place your screenshot here
19. APP PROJECT
We want to build an app that is not only useful to the
Wellesley Free Library users, but also the community.
Smartphone users only have on average 6 apps on
their phones - vital to provide most value to ensure
use and engagement
How it benefits the library?
Gives library access to personal information
Our Goal
To remind that people see the real NEED in downloading
this app.
Options for Renting
Revenue Stream off the App
Place your screenshot
here
Place your screenshot
here
20. Key Aspects of Mobile Application
Books, Films & Scholastic
Separated by:
➜ Age Group
➜ Genre
➜ # of days
available to rent
Ebooks
Separated by:
➜ Age Group
➜ Genre
➜ # of days
available to rent
➜ Option to
Print/Digital
Rent a Room
➜ Fee: $25-50
➜ Cancellation fee
prior 24hrs
Recommendations
➜ Recommend
books based on
your interest
Connect with Friends
➜ Recommend each
other books, etc.
➜ see what your
friends are reading-
>potential
discussionsReminders
➜ Checkout item past
due
Community Involvement
➜ Keeps you updated on the
communities event in the
town->connecting you to
your FB account
➜ The app will notify you on
the town news
➜ Cancellation of School due
to Snow or any further
reasons
➜ Voting
➜ Shopping Sales
21. Mobile Payment
➜Payment options
Debit/Credit Card
Apple/Android Pay
Paypal
➜ Benefits
Trusted mediator
Facilitates easy completion
Multiple payment options
Attractive to youthful, tech savvy
➜ Risks
Data security and encryption
Payment not going through
Server down error
22. Cost Estimates
Low Average High
Third Space $300,000 $750,000 $1,700,000
Social Media $0 $30/wk $100/wk
Volunteer $415/yr $480/yr $570/yr
Website $5,000 $50,000 $250,000
Mobile App $50,000 $172,000 $500,000
24. 07/01/14
-30/06/15
07/01/16
-30/06/17
07/01/17
-30/06/18
07/01/18
-30/06/19
Avg. people of all ages walking
through the Doors 371,568
378,256
390,146
387,334
421,357
398,954
463,493
Number of Items that were
Checked out or Renewed 743,337
756,717
780,503
774,878
842,944
798,124
927,238
Number of People attended the
Programs and Computer Classes 7,233
7,363
7,594
7,539
8,201
7,766
9,021
Customer Satisfaction - in person,
by phone, or through email 110,256
112,240
115,768
114,933
125,029
118,382
137,532
Note: Numbers in white are calculated by the industry average growth rate;
Numbers in red are calculated by the projected growth rate
While libraries have been a part of the Wellesley community since 1928, the Wellesley Free Library, the largest library in town, wasn’t built until 2003. Part of the Minuteman Library Network, it has two other branches, Fells and Hills.
There are currently 11,850 electronic journals, magazines, and newspapers and over 371,000 visits per year. Dedicated to its community, the Wellesley Free Library provides over 500 general interest programs and computers classes.
Population of around 28,000 residents with growth rate above 5 percent in recent years
Highly affluent community, with burgeoning wealth and median household incomes almost 100,000 dollars more than the average town in massachusetts
When considering changes to the library it is important to insure that our changes are made with this distinct population and their needs in mind
“People in Wellesley buy what they need” -Clare
We asked the question, how can we provide something unique to the community?
Notes from Library Visit
Library Contacts
Marian Ossman
mossman@minlib.net
Kristy Pasquariello
kpasquariello@minlib.net
There's a generation gap
So much new stuff that requires training
Everything technology is so relevant
No app for catalog
New website debut to allow access for database
iPads for kids room
Screen-free space families with young children and seniors
Compete for mid-range: upping people don't realized that they have free things available for them
Mission - providing services; gathering place; social service - serving people who have less.
Huge ESL program
Tradition of a library - may need to start something new
Graphic novel program in middle schools; public school outreaches to public schools nearby
Not as much with high school // young adults
Finals week study room
Going more towards tech - DVD collection becoming less physical, more online; access vs ownership
Struggling to embrace it; need to sell it
They don't realize that the library is on their phone, on their website - it's all available through library card
Meeting rooms - a lot of "kids" ESL tutors, every kid in Wellesley has a tutor in every subject. Walk-ins; pay if you want to reserve in advance. Free walk-ins
Large conference room not opened to public - $50
Study rooms - reserve online a day in advance
Third Space
“The third place (or third space) is the social surroundings separate from the two usual social environments of home ("first place") and the workplace ("second place"). Examples of third places would be environments such as cafes, clubs or parks.”
The analysis of the third space is vital for increasing engagement and community involvement within the library context. In recent years, the modern students and workers have flocked to these places seeking an environment where they can work that is better suited to their current needs, partially based on the advent of technology, therefore limiting the reliance on physical knowledge resources. We feel that to increase the engagement within the Wellesley Free Library, it is vital to learn from these organizations because this is where individuals are choosing to work in their free time, and therefore must have certain aspects that are resonating with the population
Third Space Observations
Starbucks
There is one large table where people seem to be congregating and working together
Everyone has a piece of technology, or multiple pieces of technology with them
There are some people wearing large, noise cancelling headphones which would signal that they work better when isolated from the exterior surroundings
Conversations are quiet, people seem to be affected by noise
There are four large, comfortable chairs in the corner
This area is more isolated, and there is what appears to be an interview happening in two of them
People may be more comfortable having conversations in a private, isolated, and comfortable location
Besides technology, minimal other pieces used for work-people may be adaptable to changing environments without needing significant amount of other pieces
Some are working without desk space-perhaps different sitting situations enable people to work in different ways
Place is packed-the offerings within starbucks seem to entice people to want to work here
Workers seem to be uninhibited by the noise made by the baristas and the activity of people placing orders or waiting in line
Many people are using their phones or starbucks cards to pay-especially the younger generations-technology and ease of use seem to be essential to these knowledge workers
Prefer to have as few goods as possible
Besides some people having backpacks, there is a distinct lack of goods and clutter, maybe a clean and simple workplace is best for focus
The seats at the bar are least desirable, with the chairs being the number one commodity, followed by the large communal table, people prefer environments where they are facing and surrounded by others as well as a comfortable seating position
Chairs and comfort seem to be number one desire of workers rather than desk space
The music here is loud but for the most part peaceful and not genre specific, could think that some level of background noise can help with productivity, not loud enough to discourage communication
There is a significant amount of art, with many earth tones and darker colors, perhaps this is best for knowledge workers surroundings
It seems that people are only engaging with those they know, or in the instance of the large table, people that are directly around them, not likely to talk to people in line or approach people unless immediately present
Baristas note that this location has less seating than normal Starbucks, yet many of the people that come in are looking to stay for significant period of time
People who are here working seem to get one item from register at a time, leaving opportunites to get up and move around and break up work, people don’t want to be sitting still for a long period of time
Starbucks has placed merchandise and food items throughout the store, signaling that people working are drawn to items within sight and more likely to engage or therefore purchase them-need the things we want people to use/engage with to be within eyeline
The lighting is rather dim, yet there are many, many lights, mostly on the periphery or lighting artwork, creates calm lighting atmosphere with eye drawn to most desirable areas, could incorporate this into work space
With seating scarce, people are standing and congregating at bar-seems to stimulate discussion
People working seem to be here for between 1 and 2 hours, with only one or two being here longer than that
Dress, even on an early Sunday morning, is mostly in the business casual realm, perhaps this is the dress that people most prefer
Colloquial tone and atmosphere, people standing up and talking
People working in groups very talkative, not just individual work
Long tables more talk than smaller ones, bigger groups? Better for cooperative tasks?
People can still be by themselves, many here just doing there thing
Customization, being able to do what you want is key
Should be able to handle the music, what is the effect of that?
New people keep coming in, affects the workflow of the place
Cafenation
Themed significantly more for younger, urban, hipster crowd
The music is louder and trends towards the more punk/rock trends
The walls are mainly a deep red with earth tone accents, more vibrant
The tables and floors are lighter wood as opposed to the darkness of starbucks
The lighting is more centralized but more dim at the same time-fewer lights but the ones that there are are brighter, changing the atmosphere
This location is bigger than starbucks with significantly more seating area-all tables and wood chairs, no comfortable chairs
Bigger mix of people working and not working-people working may not be affected by those around them not working
Larger amount of people wearing headphones-those that are working are not as engaged in conversation or as casual than the people who are clearly trying to work
Again , few other pieces other than technology
This place incorporates waiters and waitresses for some of the food items but this activity doesn’t seem to have an affect on those who are working
More lively atmosphere
People seem to be in natural groups but not engaging outside of those, although we said at a table with people who were cordial and engaging, not doing any work however though
No one here is working alone, all here with a group of friends or coworkers to do work
The people who are working almost all have drinks or simple foods, but not any of the more complex menu items
The people eating or drinking in all have glassware which changes the vibe of the place, makes it seem more comfortable according to the people I asked, maybe home touches can help make the workplace more comfortable and engaging
The bar is in the middle with seating places in the front and back of store, back is more private and quiet but the people working seem to be at the front near the window- 2 assumptions- people want to work in areas with more light and they are not bothered by the increased hustle and bustle
People are on their laptops, studying.. Not everyone studying at this place, louder music
Knowledge worker might be affected by the ambiance
One guy has headphones in, can still work here. Likes the atmosphere but wants to focus still
The place is divided into two sections, one is more work and study and the other one is closer to the street/entrance and therefore more laid back
People don’t move around a lot, they stay in their places if they want to
The key is that they can choose were they want to sit/study, the different places affects their work
More studying è sit down at a table, possibly with headphones
A taller table would give a more colloquial tone
Not as much artwork here but more mirrors, is this better or worse for work?
The cafe got less busy the longer we stayed, this did not seem to have an effect on the workers but the energy when it was busy seemed to have a positive impact on everyone and led to more conversations
Less merchandise throughout store, people are only buying what they want original, less moving once they are seated
Workspace Changes
Based on our observations of third space, we believe that making workspace changes to the library is essential in increasing engagement of users with the library. While this strays from the IT focus of the project, our group believes that creating a new ecosystem within the library that better caters to the needs of the users and better aligns with the desires of the target is of the utmost importance, and that in conjunction with the IT changes, we can make a sustainable platform for success moving forth. Our workspace changes hinge on several innovative ideas. First of all, we believe that expanding the services of the library to encourage users to both enter the space, and stay longer, will be a main driver in increasing attendance and engagement. Following a structure similar to what is seen in modern bookstores and workspaces, we plan to offer food and beverage options to patrons of the library. Beyond the obvious advantages of these offerings, this system will also add revenue drivers to the library to continue to grow, while at the same time enticing library users to take advantage of several aspects of our mobile application. Furthermore, we wish to design themed spaces catering to specific demographics, while ridding the library of the traditional etiquette of quietness and calm. While there will still be spaces that allow for the former, our research suggests that our target market prefers a workspace that offers excitement, collaboration, and activity. By having defined spaces that allow for this, while also maintaining some of the traditional library fundamentals, we will make this a better atmosphere for all. In conjunction with this, we will use these new spaces for even further engagement within the IT realm, as the use of these spaces can be reserved through the mobile application and website. While understanding that a library is a non-profit, having a revenue system in place ensures that the library will be properly established for long term sustainability, while also providing funds to help aid in these fundamental shifts. Lastly, with the ideal that the library is a place for personal improvement, we will stress the importance of congregation and peer learning. Libraries currently establish independent and silent learning, something that is outdated in the information age. By collaborating with peers, and learning from volunteers from the community, most of which are successful professionals, the library can do an even better job of providing knowledge for its users. With the advent of more specific classes and expanding the services offered, we believe that the library can be transferred from a knowledge source to a knowledge provider, and create an academic environment that is both more enticing to the Wellesley community, while also providing more value at the same time.
Social Media
Old/not user friendly website- New website debut to allow access for database
Attracting teenage generation- there is a generation gap
WELLESLEY FREE LIBRARY SOCIAL MEDIA - The people are here, but now what are you going to do with them?
Wellesley Free Library is already heavily involved on social media sites like Pinterest, Facebook, and Twitter. Normally, experts would say “you’re not required to be on every site, just go where your audience is” however they have a good following on all of their various social media endeavors.
Pinterest - 236 followers
Serves as a “book listing” of sorts
Categories ranging from Beach Reads to Boston Sports Books and Great Teen Reads
Followers include other libraries (so who are we actually reaching?) and some middle aged women - not the age group we’re trying to hone in on
Pinterest is a hard medium to engage users on
Facebook - 790 likes, 1,097 check-ins
Not much interaction going on - followers are being “fed” information, but are not being engaged
Events and classes are being advertised, but there’s no interaction on the page
Twitter - 1,143 followers
Like Facebook, there are a lot of things being fed to followers but they aren’t being engaged at all
So, how can we meaningfully engage with our followers?
Who they’ll need: Someone to run the library account on a regular basis (recommend talking to local high school or colleges to find someone who would be interested, possibly for credit)
What they’ll need to do: Create original content for different sites, focusing on Twitter because of its amount of followers and potential for meaningful interaction.Original content = Blog posts, thoughts about local/global happenings, live tweeting during events, asking questions about library-related things (books, movies, technology), polls, etc.
What they’ll want to use: Hootsuite, which asks for less day-to-day maintenance; can manage both Facebook and Twitter on one interface/schedule posts, as well as respond to others
Volunteer Engagement
Organizing Events For the Library
What makes non-profit organizations special in the term of staff management is that they need to recruit and manage a good number of volunteers.
Currently, what Wellesley Free Library does is that they post invitation on their website and potential volunteers need to fill out applications, get trained and then service as a volunteer. It works but not in an efficient way—the entrance is not open enough, and the schedule is not flexible enough.
Our solution is a comprehensive volunteer management software—Better Impact. It would improve the volunteer management in as regards to recruit, screen, track, schedule, communicate and report.
Volunteer Engagement
Recruitment: Add a simple link to your current website to advertise your current volunteer opportunities. Volunteers can read about them online and when they apply to your organization, all of their application information goes straight into your database.
Scheduling: Assignments can be with or without specific schedules. You can do all the scheduling or let volunteers self-schedule with rules that you create about who gets access to what roles, or handle scheduling yourself for some roles one way and let volunteers self-schedule for others.
Communications: Volunteer Impact gives you amazing capabilities to communicate with just the right volunteers. You can reach out to all volunteers, just the youth, just the ones on the schedule this Friday, just the ones in this set of roles, just the one qualified for a specific role, or just the ones… well, you get the idea.
How would it implement our whole plan? As what’s mentioned in our POST model, we’d like to host a variety of events and classes. This management system would allow us to find volunteer with different talents so that they can take part in different activities with their expertise. In this way, the quality of the events would be improved in order to engage more people. Also, it would help to build a sustainable and continuously growing community.
Many libraries nationwide are using this system and give pretty good feedback.
Mobile Application
We want to build an app that the Wellesley community can use it for both, the library and an app that keeps them updated on community and town news. We want this app to be a NEED for the Wellesley Community.
What you can see from the right- it is a very basic prototype/idea of how the app will look like and what features we want the app to have. (READ from the list)
The connect with Friends button: You will click here and the user will be given the option to add friends from their address book, email, or facebook. Staying connected with their friends will allow the user to see what their friends are reading, and to recommend items to them (OPTIONAL-WILL BE STATED FURTHER ON)
Recommendation: you will click here and you will see what the library recommends you to read based on your interest and what your friends recommend you as well.
Wishlist: you will see all the books you have chosen to be here-because they are currently out of stock or there will be a wish list because you have in mind to read them eventually (and rent out) but not yet.
Cart: you will see the book you are interested in checking out and to pick up later.
How can the Book be Rented:
Could be through the app
Or using the scan barcode when you go to the library
If you receive a notice the item you are interested in renting out is not available for checkout. When it is you will receive an Alert through the app, you a phone call that will notify you when is the book is available for check out
Revenue Stream off the App
Through Wellesley Community Advertisement
*Remember to mention the left picture-
Example: this is how the Town news will pop up
As well as news from the library- library events, new books, etc. Items the user had been tracking to potentially rent when it becomes available
Mobile Payment
As we are proposing the development of an app along with the website, there arises a need to build a secure platform for making payments. The app will consist of a variety of things to purchase from the cafeteria in the library. Hence, the library could provide a service wherein, members can do the transaction online and come to the cafeteria to pick up food and beverages that they ordered through the app. This is based on the Starbucks model, wherein you can place your order and pay through the app. This means, one can walk inside the cafe and get their order without waiting in line. Considering the size of the library, if the cafeteria operated by the library is successful, they could collaborate with Starbucks and open one of its branch inside the library in one of the halls.
The payment options offered would include the following:
Credit Card
Debit Card
Paypal
The library will use a payment gateway to make online sales. For this, a merchant such as Paypal would have to be selected as the mediator between the library and the payment processing financial institution. After that, a merchant account has be setup with the mediator to initiate the transactions.
Paypal has come up with a service called as Braintree payments wherein they accept payments through several means including Bitcoin, Apple Pay, Android Pay, Venmo, Paypal and debit/credit cards. This service will help generate more customers for the library. This payment option also facilitates multi-currency transactions.
Along with the cafeteria, customers can also pay for other transactions as members. Charges such as late fees, purchasing books, booking rooms, museum passes and renting DVD’s among others can be paid through the app.
The app will also work as a membership card in case members do not wish to bring their library card every time they visit the library. This can also be done through the app. When members need to complete a transaction, they just have to scan the QR code generated at the counter on the app. Payment can be made smoothly. Even if the transaction does not require making payments, the app can update the details of the transaction on the membership account. These transactions can include services such as book-issue.
Benefits:
Since this is a non-profit organization, we are more concerned with increasing the number of members for the library and actually encouraging the youth to utilize the resources at the library. Sales revenue is a secondary matter, meant to fund the costs incurred by the library.
The benefits of implementing these payment options are as follows:
Trusted mediator
Facilitates easy completion of transactions
Multiple payment options
Youth attracted due to availability of high-tech facilities
Risks involved:
Data security and encryption
Payment not going through
Server down error
All of the above risks could result in fewer customers as they might get frustrated and not return.
Cost Estimates
The above cost estimates are created based on a combination of research and data drawn from the sources below, as well as some personal knowledge and experience from our group.
http://www.ala.org/tools/libfactsheets/alalibraryfactsheet04
http://www.forbes.com/sites/ilyapozin/2013/08/07/how-much-does-a-website-cost/
http://www.formotus.com/14018/blog-mobility/figuring-the-costs-of-custom-mobile-business-app-development
http://coffeemakersusa.com/how-to-start-a-coffee-shop/
Projections
We got the first column (07/01/14-30/06/15) from the Wellesley Free Library website.
As what show in white is the projection provided by the IBIS World for the average growth rate for library.
In the second column (07/01/14-30/06/15), we multiply all the values in the first column by 101.8%,
In the third column (07/01/16-30/06/17), we multiply all the variables in the second column by 102.4%
In the forth column (07/01/17-30/06/18), we multiply all the variables in the third column by 103%
However, since we have largely improve the model and operation of Wellesley Free Library, we believe the growth rate for Wellesley Free Library than higher that the industry average growth rate, as what shows in red.
The growth rate is 5%, 8% and 10% respectively.
Based on our projections, by the end of 2019 there would be about 465,000 unique visitors to the library every year; almost 100,000 more than there are currently and 65,000 more than would be expected if our changes weren’t to be implemented
In conclusion, we believe that through the described changes, we can provide a comprehensive ecosystem that far exceeds the current structure. By making adaptations to the space, as well as new social media and website changes, coupled with the advent of the mobile application, the library will be firmly positioned to succeed moving forward. These new techniques are poised to increase usership and engagement and continue to educate, inspire, and provide value to the Wellesley community.
