From Customer Service to From Customer Service to User Experience User Experience : : Using Using Design Thinking to Exceed Design Thinking to Exceed User Expectations User Expectations Pioneer Library System November 21, 2008 Steven Bell – [email protected]Associate University Librarian Temple University
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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 – [email protected].
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From Customer Service to From Customer Service to User ExperienceUser Experience: : Using Design Using Design Thinking to Exceed User Thinking to Exceed User ExpectationsExpectations
Pioneer Library SystemNovember 21, 2008
Steven Bell – [email protected] University LibrarianTemple University
Even Our Students Know
Questions
What are challenges we face
Can design thinking help
How is UX different from customerservice
What would a great library UX be
OurOurEnvironmenEnvironmentt
The Age of User Experience
What Defines It?What 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 experience Source: EWeek.com -
Source: BusinessWeek IN Supplement June 11, 2007 http://www.businessweek.com/magazine/content/07_24/b4038405.htm
From: Curran, Murray and Christian. “Taking the information to the public through Library 2.0.” Library Hi-TechVol. 25. No. 2, 2007 pp288-297.
Only The Paranoid Survive
Andy 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 Godin’s blog or his presentation at GEL2006
What’s Broken At Your Library?
What’s Broken - ActivityThis is a 2-4 minute activity
Think about something at your library that you think is broken. Either something that doesn’t 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?
DesignDesignThinkingThinking
Word Association
Turn your sheet of paper over
What comes to your mind when you hear the word
DESIGNDESIGNwrite it down
Question
Do you think library workers are designers?
What is Design Anyway?What is Design Anyway?
What They Have in CommonWhat They Have in Common
The Design Approach!empathic thinkingidentifying the problem before
the solutionbrainstorming processprototyping processformative/summative evaluation
• Identify the problem before the solution• Understand the users• Work creatively to identify and develop the solution• Bottom Line – it’s how designers approach challenges
Key Points:
Design Thinking
Approaching 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 Thinking
Empathic Design
Prototyping process
Formative and summative evaluation
Technology ImplementationWiki Case Study
1. Identify problem – possible solutions2. Wiki identified as technology with
potential3. Learn more about wikis4. Practice editing a wiki5. Obtain a wiki account for experimentation6. Show staff but allow time for acceptance7. Identify compassionate pioneer8. Allow pioneer to experiment and discover9. Develop strategy for implementation10. Incorporate staff training/learning11. Implement12. Evaluation
UserUserExperienceExperience
Designing A Better Experience: The Experience
Economy• Book 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 Bending
HolisticTotality of ExperienceWoW Factor (not
broken)MemorableLoyaltyLocalizedDesign-basedWhat kind of
experienceUnderstanding user
Customer Service vs. User Experience CS
UX
UX: The WOW Factor
• One school of thought
• UX as highly unique
• UX as unexpected
• UX as impressive
UX: The Totality of the Experience
• Not 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 Experience
• Start with core values – design from there
• Focus on relationship design – build trust
• It’s 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 education
Design a Better Library User Experience
Next Steps
• Talk to the users
• Talk about the core values
• Talk about the design
• Talk about the “tolerance level”
Add Your Voice To The Conversation
Further Reading
“Academic 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 tothe Tools and Techniques. ALA Editions 2007.