scad jen library (midterm report)

SCAD | “Transforming the Library” SDES 791 / 490 | Spring 2013

The Library


Survey response

“The model of the library is changing.

There still needs to be quiet areas to study, but it should transition into a more social area for exchanging ideas.”

libraryfuture


introduction secondar y primar y synthesis next steps

Wi l l C rowe

Je f f Du l l

Ph i l Lewis

Dav id Mat thews

JaKenna Mar t in

D iane Seaver

Nicho las St ra t ton

Tom Hardy

Se r v i ce Des ign , BFA

Indus t r i a l Des ign , BFA



Des ign Managemen t , MA

Des ign Managemen t , MFA


Profe s so r, Des ign Managemen t

Transforming the Librar y



l i b r a r y a t l a rge

b rand pe r spec t i ve

marke t l andscape

Understand the present,Forecast the future.

The Library(Brand Attributes)

(Concept Development and Final Deliverables)

Public

Experiences

Memories

IndividualExperience



Touch-point


Does the brand need to be redefined?

Academic

SCAD

SecondaryResearch

Does this align withthe brand attributes?

Project Over view

PrimaryResearch



d ivergent-convergent

secondary and pri-

mary research to un-

derstand the current

state of the library

synthesize collected

data into insights and

opportunities to guide

concept development

generate ideas for

immediate and future

brand attributes

solution recommen-

dations with compre-

hensive project report

d i s cove r deve lop de l i ve rde f i ne



d ivergent-convergenttoday ’s p resen ta t ion


secondary and pri-







concept development

generate ideas for


brand attributes

-

-



...source of relevant, distinctive, and enduring promise of value.

Brand loyalty is gained by delivering on promised value and upholding contract of trust.

Brand is a...

...contract of trust.

Brand Defined



rational adjectives, accom--

-tions, perceptions and useof the library.

after listing attributes, each list was then ranked according to what the library (L) valued and the class (C) valued

brand attr ibutes

From an initial session with SCAD Jen Library staff and SCAD students, a gener-al set of brand attributes was created that represent both library intent and customer expectations.



emotional rational

A Library that is a necessity, serving the individual as an integral resource for expanding knowledge and values over a lifetime

Use (Reality Perspective)+ Fundamental

+ IntuitiveAspiration (Brand Perspective)

A Library that has both physical and digital resources thatare easily accessible regardless of experience or knowledge.

Perception (User Perspective)

Use (Reality Perspective)

+ Welcoming

+ Trustworthy

+ RelevantAspiration (Brand Perspective)

A Library that is responsive to its community by adapting to their ever-changing needs, with thoughtful connections to broader information trends.

A Library that consistently provides quality information,

Perception (User Perspective)+ Reliable

A Library that upholds the emotional contract in meeting the user’s expectation as a supportive, valuable resource.

A Library that provides an inviting atmosphere for all types of users to engage in learning while feeling a sense of be-longing or inclusion.



The Library provides users with a reliable, welcoming, and trustworthy resource of information and service.

posit ioning statement

The Library as a brand inherently supports the community by estab-lishing knowledge creation through effective access to fundamental and relevant information.





secondary and pri-







concept development

generate ideas for


brand attributes

-

-



Purpose of Librar y

source: history of libraries of the western world / image: library of congress

bos ton pub l i c l i b r a r y

“built by the people and dedicated to the advancement of learning” -boston public library entrance inscription

There’s a close linkage between knowl-edge and right thinking.

The future of democracy is contingent on an educated citizenry movement and public education.

There’s a strong correlation between the public library.

Every citizen has the right of free access to community-owned resources.



Copyright law grants a copyright owner an exclusive right “to distribute copies or phonorecords of the copy-righted work to the public by sale or other transfer of ownership, or by rental, lease, or lending.”

This landmark legislation updated U.S. copyright law to meet the de-mands of the Digital Age and to con-form U.S. law to the requirements of the World Intellectual Property Orga-nization (WIPO) and treaties that the U.S. signed in 1996.

f i r s t sa le doctr inedig i ta l mi l lennium copyr ight act

information access

source: 17 U.S.C. § 106 / american library association

anti-sopa blackout web-portal pageturnkey institutional repository open source application



connec ted to economic g rowth

dec rea s i ng f unds and budge t s

i n c rea s i ng upg rade cos t s

economicg rowth

d i cho tomy

source: american library association

Growth Engine



adaptation

colbycollege

maine state library

university of maine

bangor publiclibrary

southern maineuniversity

portland publiclibrary

bates college

maineinfonet

bowdoincollege

As of March 2013, eight of Maine’s

management and archiving of their print collections and the integration of digital editions into a statewide cata-log.

(mscs) maine sharedcol lect ions st rategy

source: library journal



innovators

" labrar y " : har vard

A temporary ‘pop-up’ space in an empty Har-vard Square storefront that has been a public gallery for design student projects on the future of libraries.

source: library journal / university of north carolina / kent.ohio

"pett ing zoo": kent, oh

Program to give patrons and community members a chance to have hands-on interaction with a variety of tablets and e-readers.

"shBANGE": unc

Interactive, collaborative, research project that was awarded the Springshare award recognizing a new program or service that demonstrates an innova-tive approach to academ-ic librarianship.


introduction secondar y primar y synthesis next stepssource: public libraries / university of warwick

Rebranding Libraries



“Over the last 15 years academic libraries have seen enormous changes. The nature of collections have

-sponse to new technolo-gies, and now many of these changes are precipitating a reinvention of library spaces as well.”

21st century learning space

commonscriteria

learning commons

learner-centeredpedagogy

library as“third place”

use

integration ofacademic supports

sociallearning

technology richenvironments

library as atown square

diversity offunction

increasedaccess

source: york university



third place

Refers to social surroundings separate from the two usual social environments of home and the workplace.

These places are “anchors” of communi-ty life that facilitate and foster broader, more creative interaction.

source: the great good place-ray oldenburg



James B. Hunt Jr.

i ndus t r i a l de s ign

g raph i c de s ign

mot ion med ia

f i be r s

a rch i t e c tu re

pe r fo rmance

degreecompetition



bookBo t

source: nc state

va r i ab l e -u se space l ea rn ing commons

http://www.youtube.com/watch?v=scyQPk6n0xA



"Experience Library" and focuses on themed spaces, high quality art work, and inspirational architecture rather than being another library in the traditional sense.

futuristicdesign

Cerritos Mil lenium

source: cerritos millennium



Secondar y Summar y

adaptationbarriers

communitycenters

identitycrisis

cons is tent key themes f rom secondar y research

major concept develop-ment categor ies

information technology

physical space service



belowaverage

competit ive analysis



Pr imar y Research

immersionunde r s t and u se r pe r spec t i ve

ac tua l cu s tomer behav io r

book display at live oaks-southwest chatham branch



hol ist ic perspectivel i ve oaks :bul ls t reetbranch

savannah, ga

(publ ic )

armstrongat lant icstateunivers i ty

savannah, ga

(academic)

l ive oaks :southwestchathambranch

savannah, ga

(publ ic )

savannahcol legeof ar tand des ign

savannah, ga

(academic)



Bul l Street

re sea rch cour tesyof JaKenna Mar t in

IDUS 711methods of contex tua l re sea rchw in te r 2013professo r Sa ra Jo Johnson



People go to the library for solutions to their life’s problems.

Research Principle

Library staffs help people with their prob-lem when they don’t know how to solve

-tion, tax form, etc. Who they need to talk to get help.

“I happen to be homeless. Now this place, this library is the only place for homeless people to go to most of the time.”

--

ent communities.”

Roberta

Unknown

a l l bu l l s t ree t conten t i s una l -te red and in o r ig ina l fo rm as p resen ted

There is a cultural clash now in this library between those who are there solely for public computers, and those who use the library traditionally.

Research Principle

“I like to get on the computers just to get away from the world, to relax.”Anonymous

Sha

The library is a safe haven, a shelter, an oasis. For everyone.

Research Principle

James Duncan

“Reading westerns take me to another world. It takes your mind off all your trouble. You can go into you own little world of peace and quiet.”



“Eve r y day, the re i s a [ l i ve oaks ] l i b ra r y [ the pub l i c ] can go to .”

Southwest Chatham

Sandrae McCorkle,Library Chairman-Savannah Morning News



embracing users

v ibrant space

use-based furni ture

f lex ib le layout

segregated tech

al ternat ive place



Lane Librar y

i n te r v iewed :

Ann Fu l l e r, ML IS

ass i s tan t un i ve r s i t y l i b ra r i an/head of c i rcu la t ion & i l ll ane l i b ra r ya rmst rong a t l an t i c s ta te un i ve r s i t y



pa r t of un i ve r s i t y ’s s t r a t eg i c p l an

s tuden t s d r i ven to l i b r a r y by f a cu l t y

seek to ba l ance au tonomy w i th suppor t

“[We’re] syncing with the professor what

“[Faculty] see the value in student’s who un-derstand ‘good’ research ultimately produce

referring to 1-hour library class coupled with required class



The Learning Commons will feature inTouch Interac-tive Tables, a presentation practice space, group study

-ible study spaces, computer workstations, and more!

Coming Soon

learning commons

source: armstrong atlantic state university



SCAD

sw i tch ing f rom be ing the use r to t ak ing a re sea rch pe r spec t i ve fo r a contex tua l “deep d i ve ”



how of ten do yougo to the l i b ra r y?

why do you go tothe l i b ra r y?“Access to resources, includ-ing books, computers, and librarians.”

“Class requirement.”

“Great place to meet for group projects.”

“To get away from the busy, distractions in my room. The Library gives me a chance to focus.”

once aweek

once amonth

once aquarter

once aday

once ayear

4%

34%29%

28%

4%

usage variance



“I would go to the library to work on my thesis EVERY DAY if parking in downtown wasn’t a COMPLETE NIGHTMARE. Even if you are lucky

-mum $1/hr, there is no SCAD lot near the library, and I usually have to in-terrupt my work to go pay the me-ter. I live appx. 3 miles South of Jen library. I would love to see a south campus library or study space. I be-lieve that would allow for more op-tions in parking and avoid frustra-tions in getting to/from.”

physical limitationson ave rage , how long doyou spend a t the l i b ra r ya t one t ime?

1-2hours

2-3hours

30 min-1 hour

0-30min

3-4hours

over 4 hours

12%

28%24%

19%

9%

9%Survey response



“the hours!! i know 24/7 is a lot to ask all the time, but PLEASE during mid-

“They desperately need a book drop. If you don’t have your I.D. on you or it’s after/before they open you are out of luck.”

“If students forget their ID there should be a way to look them up.”

access restr ict ions

“More distinct signage and a better VISUAL layout for book call numbers. The organization of the books works right now, but the appearance spe-

-pret than what it should and could be like.”

resourceslocat ion

Until noted otherwise, all of the subsequent respons-es are to survey question, “If there was one thing you could change about the library, what would it be?”



Brand Assessment

i n fo rmat ion techno logy

se r v i cephys i ca l space

“get rid of the librarians and replace them with computers”

“I would get rid of all of the books”

“waaay more artwork! some color, some textures! nothing wild, but something a little more visually exciting”

rating vs.response



“Something like a Barnes and Noble with coffee andawesome chairs.”

“...making the environment a familiar place that smells like mom’s homemade cookies or great coffee...”

improvement requests

feel like there are always a lot of conversations going on -

ings... I would prefer if there was a better division between group work areas and actual quiet reading areas.”

var ied work space

cafe“I would like to be able to have coffee and study atthe same time.”

team trying to work at computer stationthat has a restricting partition around it



“would like to have a section for basic food or drinks and temperature control”

“if I could change one thing it would be the lighting (much

“the brown leather chairs that are too deep to accommo-date a sitting posture”

trustees theaters “

with the lounge chairs. Open light is key when working for long hours.”

east side. Because it hasthe best view.”

bas ics exter ior

one of the popular areas by the

Survey responses to “If there was one thing you could change about the library, what would it be?”& “Do you have a favorite location in the library?”



r a t ing based on :

not impor tan timpor tan tve r y impor tan t

0

10

20

30

40

50

60 books

0

10

20

30

40

50

60 on l ineaccess

totals per rank are out of 68 respondents

pr in te r s

0

10

20

30

40

50

60

Resources

very important

important

not important

re f l ec t s va r i ance in re source use and needs

0

10

20

30

40

50

60 s tudyrooms

0

10

20

30

40

50

60 i n te r- l ib ra r yloan



“I don’t know what the library is actu-ally doing.”

“They could provide more awareness about the events or other things it does.”

“I’m not educated on the libraries ac-tivities.”

“The language on the website only makes sense if you’re a librarian.“

“Libraries have always been about ac-cess, with electronic information it has just become more complicated.”

awareness chal lenges

Survey response to “What is the library doing that you don’t care about?”

Alexis Linoski,Director of Technical Services and Systems

Heather Koopmans,Head of Reference



Customer Engagement

“We want people to do their best work.”

“[We] had been feeling like when [at the li-brary] you see the same people again and again.”

“...the staff like sitting at the circulation desk and helping people...”

l i b ra r i ans a re pass iona teabout what they do

cu l tu re sh i f t to in tegra temore ou t reach

c i rcu la t ion desk i s hea r t of the l i b ra r y fo r s ta f f

Heather Koopmans, Head of Reference

Carla-Mae Crookendale, Reference Librarian

Stephanie Raines, Head of Outreach



“I was doing a paper on an unconvention-al topic on 2 separate occasions and on both, they worked with me for 30 minutes

that they were dedicated to helping me was awesome.”

“Each time I need their help, they seem to be bothered. When I go up to the counter

the computers are extremely slow and I sometimes am in a hurry--they will refuse to look up a call number, even though they are sitting there doing nothing else but brows-ing facebook, tumblr or twitter.”

positive negative

ser vice evaluation

Survey responses to “Please describe a particular experience you’ve had with a librarian.”

survey results rating

had a positive average

in relations to attributes service was only category with an off-brand rating



“well, it’s a library”

Survey response to “If there was one thing you could change about the library, what would it be?”



project wall with data collected throughout research

pr imar y research data ref lected sec-ondar y research

Primar y Summar y

community was added to concept development cate-gor ies

information technology physical space service community





secondary and pri-







concept development

generate ideas for


brand attributes

-

-



what brand does to actively interest acustomer

user experience with the brand service

what a brand does after users engageexperience that ideally creates a repeat customer

ex: the library running a marketingcampaign to inform users to new books

ex: users searching for a library book

ex: the library following up with user asking for a review of the book the user checked-out

a t t r a c t

engageex tend

ser vice modela t t r a c t

engage

ex tend



Insights

data was transferred from research wall to matrix



attractignorance of re -sou rce s

seconda r y cho i ce fo r i n fo rma t ion

need in conver t-ing in format ion to knowledge

compute r s a re u sed i n t andem to phy s i ca l s ea rch

unc l ea r i n fo rma-t i on i den t i f i c a t i on

l i b ra r y i s more than i n fo rma t ion

need fo r succe s s -fu l e xpe r i ence

engage extend

information



d i s cou rag ing f i r s t con tac t

technology can a f fec t co l labora-t ion

need up- to-da te t e chno logy

techno logy mus t be i n tu i t i v e

techno logy p rob-l ems a re magn i -f i ed

be ahead of t e ch-no logy cu r ve

technology

attract engage extend



i ndoor-ou tdoordynam ic

des i re fo r con t i n -uous va r i e t y of a r t and des ign d i s -p l ay

need fo r dynamic space

unwe l come en t r y a cce s s

l a you t d i c t a t e s wo rk space e xpe r i -ence

need fo r adap t-ab i l i t y

e xpec ta t i on of pe r sona l a tmo-sphe re

inadaqua te way-f i nd ing

per sona l con-nec t ion to space c rea tes loya l ty

physical space




need con tempo-ra r y re l e vance

use r de s i re fo r t h i rd p l a ce

l ook fo r more than in format ion

expec t more than i n fo rma t ion

l i b ra r i an s wan t i n -t e rac t i on

m i spe rcep t i on of l i b r a r i an ’s ro l e

canno t c l ea r l y i den t i f y s e r v i ce p rov ide r s

m i sa l i gned se r v i ce pe rcep t i on

l a ck of s e r v i ce t r u s t

need fo r ho l i s t i c exper ience

f a cu l t y d i s connec t

l a c k f a c i l i t a t i on of c ro s s engagemen t

ser vice




pa r tne r sh ip s add va lue

ine f f e c t i ve ou t-reach

seek commun i t y engagemen t

i nadequa te com-mun i ca t i on

impor tance of exchange be-tween user s

need to see and be seen

wan t ab i l i t y to so -c i a l i z e

f ac i l i t a t i on of connec t i ons

one expe r i ence i n f l uences ano the r

can s t re t ch p r ima-r y e xpe r i ence

community




Oppor tunit ies

i n s i gh t > oppor tun i t y

add re s s mu l t i p l e i n s i gh t s

can be re l e van t toseve ra l c a tego r i e s

may connec t to a l l t h ree se r v i ce mode l s t ages

goat sketch: professor Owen Foster, industrial design chair

mountain top



i n fo rm use r to re -sou rce s

f ac i l i t a t e l ea rn -i ng tha t conve r t s i n fo rma t ion to know ledge

ac t i ve l y encou r-age u se r s

ensu re f ee l i ng of u se r g ra t i f i c a t i on

i n fo rmat ion c ross connect ion

information




es t ab l i sh a more i n v i t i ng ga teway

soc ia l ne twork fo r co l l abora t ion

eva lua te t e ch a s -se t s to fo rmu la te ac t i on p l an

eva lua te and re -l a t e to cu r ren t t rends

soc ia l ne twork fo r co l l abora t ion

technology




es t ab l i sh v i sua l i den t i t y of l i b r a r y

e s t ab l i sh i n v i t i ng spaces

improve phy s i ca l a c ce s s

spaces to re f l ec t use r

i n c rea sed i n t e r i o r ea se of a cce s s

sepa ra te i ndepen-den t spaces

physical space




s tay ahead of change

imp lemen t pa ra -d igm sh i f t

d i ve r s i f y spaces

a l i gn cu s tomer se r v i ce pe rcep t i on

imp lemen t p roac -t i ve r a the r t han reac t i ve se r v i ce

ensu re ho l i s t i c e x -pe r i ence

fo s te r c ro s s en-gagemen t

succe s s fu l l y en-gage f a cu l t y

ser vice




f o rge pa r tne r sh ip s i n t e rna l l y

seek e x te rna l pa r tne r sh ip s

ou t reach commu-n i ca t i ons

c rea te connec-t ions between user g roups

con t i nue e xpe r i -ence th rough ou t-reach

community




Attr ibute Matrix



at largeIt is important to note

that while some of the op--

cepts address SCAD’s partic-ular needs, there are many insights and opportunities that translate to the libraryat large regardless of loca-tion and subject.



d ivergent-convergentre s t of the p ro jec t

discover develop deliverdefine

secondary and pri-







concept development

generate ideas for


brand attributes

solution recommen-

dations with compre-

hensive project report



Next Steps

eva lua te concep t s a cco rd ing to b rand a t t r i bu te s

add re s s immed ia te and sho r t- t e rms so lu t i ons

re f l e c t SCAD 2020 des ign p l an

f i na l re commenda t ions

develop & deliver


thankyou.

scad jen library (midterm report)

Design