From Customer Service to User Experience : Using Design Thinking to Exceed User Expectations

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From Customer Service to User Experience : Using Design Thinking to Exceed User Expectations. Pioneer Library System November 21, 2008. Steven Bell Associate University Librarian Temple University. Even Our Students Know. Questions. What are challenges we face - PowerPoint PPT Presentation


  • From Customer Service to User Experience: Using Design Thinking to Exceed User ExpectationsPioneer Library SystemNovember 21, 2008Steven Bell bells@temple.eduAssociate University LibrarianTemple University

  • Even Our Students Know

  • Questions What are challenges we face Can design thinking help How is UX different from customer service What would a great library UX be

  • OurEnvironment

  • The Age of User ExperienceWhat Defines It?

    Make it simple Complexity/Confusion are deal breakers If you have to learn it we have a problem Good design is critical Features get used if they provide a good user experienceSource: -,1895,1914495,00.asp

  • SimpleSatisfies instant gratificationNo unnecessary featuresMillennial seal of approvalComplexTakes time to learnMany featuresAdded valueBetter qualityPersonalized help

    Google Experience vs. Library ExperienceGOOGLE


  • What Do Libraries Offer? Fear of Complexity

  • Marginalizing Trends*2005 OCLC Perceptions of Libraries and Information Resources report

  • Marginalizing Trends*2005 OCLC Perceptions of Libraries and Information Resources report

  • Source: BusinessWeek IN Supplement June 11, 2007

  • From: Curran, Murray and Christian. Taking the information to the public through Library 2.0. Library Hi-Tech Vol. 25. No. 2, 2007 pp288-297.

  • Only The Paranoid SurviveAndy Grove, Founder of Intel, wrote this book about surviving competition and change

    Wrote about the inflection curve

    We have no control over the forces of change but we can control our strategy

  • Source: Moyer, Don. A Silver Bullet. Harvard Business Review, May 2008 p. 132

  • Library anecdote This is broken See Seth Godins blog or his presentation at GEL2006

    Whats Broken At Your Library?

  • Whats Broken - ActivityThis is a 2-4 minute activity Think about something at your library that you think is broken. Either something that doesnt work or a solution that has no problem attached to it. Just jot down a description of that on a sheet of paper Also why do you think it is broken?

  • Design Thinking

  • Word AssociationTurn your sheet of paper over

    What comes to your mind when you hear the word DESIGN write it down

  • Question

    Do you think library workers are designers?

  • What is Design Anyway?

  • What They Have in CommonThe Design Approach!empathic thinkingidentifying the problem before the solutionbrainstorming processprototyping processformative/summative evaluation

  • Design ThinkingApproaching library problems the way designers approach design problems.

    Librarianship by Design draws mostly from instructional design for influence

    How is it different? Thoughtful process to create new services Integrates needs assessment and evaluation User-centered not technology-driven

  • Design ThinkingEmpathic Design

    Prototyping process

    Formative and summative evaluation

  • Technology Implementation Wiki Case Study Identify problem possible solutions Wiki identified as technology with potential Learn more about wikis Practice editing a wiki Obtain a wiki account for experimentation Show staff but allow time for acceptance Identify compassionate pioneer Allow pioneer to experiment and discover Develop strategy for implementation Incorporate staff training/learning Implement Evaluation

  • UserExperience

  • Designing A Better Experience: The Experience EconomyBook about designing user experiences

    Moving from commodities to experiences

    Make it different and memorable

    It has to work

  • UX: What is it?A Definition: UX is the quality of experience a person has while interacting with a specific design.

  • CaringNiceGo extra mileCourteousTrainingSatisfied PatronFast/ConvenientAnswersRule BendingHolisticTotality of ExperienceWoW Factor (not broken)MemorableLoyaltyLocalizedDesign-basedWhat kind of experienceUnderstanding userCustomer Service vs. User Experience CS


  • UX: The WOW FactorOne school of thought UX as highly unique UX as unexpected UX as impressive

  • UX: The Totality of the ExperienceNot just one fragmented experience

    More than one WOW

    Must be designed into the larger library service operation

    Creates equal expectations throughout library

  • From Customer Service to ExperienceStart with core values design from there Focus on relationship design build trust Its more than customer service Must be useful and usable (simple/complex) Think about UX as the brand

  • Design for local audiences Design for personal experiences Design for outcomes not features Design for success stories Design for user educationDesign a Better Library User Experience

  • Next StepsTalk to the users Talk about the core values Talk about the design Talk about the tolerance level

  • Add Your Voice To The Conversation

  • Further ReadingAcademic librarianship by design is about more than confronting marginalization. It is about an approach to librarianship that is guided by creative thinking and contemplation about what we do and how we do it. We anticipate that it is only a matter of time before design thinking appears in academic library job descriptions along with traditional qualities such as being dynamic, creative, innovation, and forward thinking. From our point of view, design thinkers represent all these qualities. Academic Librarianship by Design: A Blended Librarians Guide to the Tools and Techniques. ALA Editions 2007.

  • Questions? Discussion!

    *Just looking at this from the point of view of the user experience clearly there are lots of pros and cons for each*Bell***Bell**Use podcast example - everybody had different ideas; everybody wanted to do something; no one wanted to take the first step - so nothing happened. NOW - using DT - first - what do our users want - what will help them - how will they use it - how will they get to it.; NEXT idetify a prototyping project makes doing this for the first time more approachable for staff - we know this is just the start of pracess.This is the question Ive been asking for some time what is the great library experience how do we create it well we have to know what the objective isRefer to PQ anecdote they hired a user experience specialist but I said to her if a pq db is great but then student finds printer jammed forget it the great *Local know what their assignments are tailor resoruces create instructional products that resolve specific informaiton gaps critical to have faculty involved in this localization particuarly in development assignmetns that point to local resources and that make it less possible to satisfice with free internet resoruces need to differentiate local from everything elseEngaging tough we cant turn library resources into video games but need to reach students enherent desire for a challenge - and coonect to those added values that will make their lives easier (e.g., citation formatting I know we could debate the pros and cons of that)Personal reach out to patrons this is about marking about differentiating what the library offersOptions take a minute and show the STE video on bad day you wont get anywhere being a lib db pusher focus on telling people about their option then show jux2 - a low threshold way to get students thinking about different options and why at a level they can relate to always opens up eyes.Outcomes if you get into minutia about loads of features (e.g., limiters, ) you may lose folks focus on outcomes how better quality info can result is a better quality paper dont worry if they dont use the features you would use maybe even goes for controlled vocab IF WE have GOOD integrated IL in place over time they will learnUSER education what we want students who are wise info consumers can happen over time give anecdoate ACRL virt conf and fac member and librarian who collaborated great but too high expectations students still didnt search that well or do well on IL questions embedded in their cousre test you cant learn this stuff in one course I asked found out they had no tiered, integrated IL initiative its really going to take the whole 4 years to impact on affective domain and create some true learning.



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