TOOLS FOR CO-CREATION
IN SERVICE DESIGN
Lynn Koh, Joti Upadhya
Public Libraries Singapore,
National Library Board Singapore
NextLibrary Festival 2015
I
Parallel Interactive Sessions
@cowandbullfight
Lynn
Agenda for the session –
o
Singapore Public Libraries
•
Activity 1 – Be the Interviewer
o
Service Design [Research Phase]
•
Tools of User Engagement
•
Activity 2 – Plan your User
Engagement
o
Sharing by YOU!
•
Design Challenge and user
engagement plan
Public Libraries Singapore
Enriching Lives, Building Communities via Reading & Lifelong Learning.
Across our network of
26
Public Libraries
23.8 million library visits
33.7 million loans
More than 85,000 new members
Serving a Wide Range of Users
Develop greater empathy with the communities we
serve and provide fresh insights to their challenges.
NLB’s Libraries of the Future
Masterplan
“The Public Libraries of the future will be a network of
inspirational and
creative learning spaces that promote reading
and are accessible and
community supported.”
To progressively revamp our public libraries over
the next 15 years, to address –
o
Changing learning behaviours and types of
content, and needs of different groups of
library users
o
Aging libraries, rising public expectations and
1. Differentiated learning spaces
• For different demographic groups, to inspire
reading and facilitate learning, collaboration and
creation
2. Engaging promotion of content
• Visual displays and reading spaces featuring an
integration of physical collections and digital
content for a more immersive experience
3. Better accessibility and navigation
• And leveraging on technology to increase
convenience for library users
Enhanced Library Experiences
New Libraries
Sembawang Public Library –
serves the general community, with a
focus on families with young children
in view of its catchment profile.
library@orchard –
Is a niche library with design, applied
arts and lifestyle focus, and was
designed to appeal to teenagers and
young adults.
Engaging our users through Design Thinking
Working with a local polytechnic, we engaged our users in the design process through
User Empathy and Ethnographic Research
Located in Singapore’s iconic retail belt,
library@orchard
’s focus is on the
cosmopolitan and younger crowd that visits Orchard Road. This presented an
o
Users are increasingly
drawn to
overall
experience
of the library
o
A
dual view
of the library as
both an ‘escape’ and as a
productive/work space
o
Print is
not dead;
however,
there is potential for
integration with functional
digital elements
that are
intuitive to use
User Insights from Ethnographic
Studies
“An Immersive bookstore experience enhanced with
new technologies.”
Cocoon
Concept Design & Prototypes of Spaces
Translating insights into Spaces
The 3rd storey, where the main entrance was located, was designed to draw in new users
from the outside. Social spaces encourage collaboration and creativity, creating an
atmosphere of activity and buzz
The library’s higher level is a quiet retreat offering a more immersive and personal reading
experience, and is home to the bulk of the library’s print collection
1
2
Environmental Scanning
•
Location information (history,
character of the place)
•
Scanning of local and
international trends
Data Analytics
•
Demographic and user profile
research
•
Loan trends of the existing library or
nearby libraries
•
Other available data for example,
geospatial, education, dwelling types
4550 5470 5370 4600 4530 5020 6600 7510 7470 5960 5560 4570 3220 5160 2920 1873 2348 2130 1744 3557 3638 3516 3152 2245 1445 827 748 1519 56% 192% 129% 116% 160% 41% 81% 114% 137% 165% 285% 453% 330% 240% -500% -400% -300% -200% -100% 0% 100% 200% 300% 400% 500% 9000 7000 5000 3000 1000 1000 3000 5000 7000 9000 0 - 4 5 - 9 10 - 14 15 -19 20 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 -49 50 - 54 55 - 59 60 - 64 65 & above
3
On-site Observations and
User Engagement and Research
Located in the suburbs, Sembawang Public Library serves a large number of families.
This provided an opportunity to design a general use community library for its
residents, but at the same time focusing on creating a space conducive to the needs of
the growing number of young families.
o
Clearer zoning to aid
navigation in the libraries
o
Need for differentiated
spaces to accommodate
different functions in the
library.
o
A children’s space able to
accommodate
parent-child interaction/bonding.
User Insights from Observations
and Interviews
“A space for all, serving a growing pool of families.”
Will read in the library
[if I can] find seats in
Hope to see a section for both
parents and children to read
together – parent reads her
Translating insights into Spaces
Built a range of spaces for working and reading, including casual seating areas with higher tolerance for
noise and movement, as well as more quiet reading areas nestled within the collection.
From the entrance foyer, a clear view of signage indicating different sections allows users to easily
locate and head to the right part of the library.
Differentiated spaces to accommodate children at various stages of development. Designed as a
casual reading area where children could read and learn in the company of their caregivers, the
Reading Deck features open, arena-style seating as well as a few reading nooks.
Interviews
Conducting Empathic Interviews
Use it When –
Ideal to do this at the start of your project
You need a basic understanding of the user’s
needs, values, and beliefs
It is useful to…
Identify general areas of interest to help think
of questions and prompts for the interview
Begin with ‘orienting’ questions to put
interviewee at ease
Questions don’t need to be directly related to
the library
Some Tips?
•
Use open-ended questions so that the
conversation is more fluid. For e.g., starting
questions with
Give me an example of…
Tell me a time when…
Could you explain…
Tell me more about…
•
Be conscious of interviewee’s body language
•
Set aside at least 30 minutes per interview
•
Have a separate note-taker so you can focus fully
during the interview
•
Let interviewee elaborate on their responses;
probe further for underlying reasons
•
Review interview notes for key learnings, what it
Imagine YOU are planning a new
library…Interview the person sitting next to
you! [5 mins]
Activity I – Be the Interviewer
It’s your turn now!
“What would you want in
the new library?”
DEVELOP
Prototyping tests new
Ideas and assumptions.
Iteration improves them
until ideas are mature
DELIVER
Through design
refinement the
validated solutions are
taken towards execution
DISCOVER
Qualitative Research
to insights around
DEFINE
Insights give birth to
opportunity areas for
innovation and
change. New Ideas are
We are here!
“Service Design is a systematic approach to problem solving, using
design as a strategic tool to engage with users and foster innovation.”
Tools of User Engagement
Just some of the many tools at your disposal
Resources
Engagement
X
Observations
X
Interviews
X
Participatory
Balancing Resources to achieve desired levels of
User- Engagement
Observations
Low Engagement Level
+ High Resources
Interviews
Mid-Engagement Level
+ Mid-Resources
Participatory
High-Engagement Level
+ Low Resources
User Observations
Immersive Experience
Focus Group
Interviews
One-on-One
Interviews
Questionnaires
Journey Maps
Mood-Boarding
Journal’ing
Photo essay
Challenge we face
“Users finding it hard to navigate around libraries”
Wanted to foster an environment that facilitated independent
completion of tasks, for eg. Searching for a book, fine payment.
Crafted an ‘Action Plan’ made up of a combination of tools such
as Journey Mapping, Immersive Experiences, and User
Challenge we face
“Making libraries more relevant to certain
target use groups”
o
Wanting to encourage closer interaction with the collection
in the teen space. Identified both the focused problem and
user group.
o
Crafted an ‘Action Plan’ made up of a combination of tools
such as User Interviews, Observations and
Mood-boarding
to
amass informqtion.
Activity II – Plan Your User
Engagement
It’s your turn now!
1. In groups, share challenges your library faces.
Collectively pick 1 challenge to work on. [10 mins]
2. Craft an Action Plan [10 mins]
-
Identify User Group(s)
- Think about engagement frequency/duration and resources
required
- Which research tools to use and why?
- Any difficulties/constraints to consider?
DEVELOP
Prototyping tests new
Ideas and assumptions.
Iteration improves them
until ideas are mature
DELIVER
Through design
refinement the
validated solutions are
taken towards execution
DISCOVER
Qualitative Research
to insights around
DEFINE
Insights give birth to
opportunity areas for
innovation and
change. New Ideas are
Next!
What Next?
Define your design challenge from your key
learnings:
END,
THANK YOU.
[email protected]
@ @cowandbullfight
@ @lightmusing
Public Libraries Singapore
@publiclibrarysg
User Observations
“While interviews help you understand values and beliefs,
observation can reveal actual behaviors.”
o
We observed users browsing patterns in the library.
o
When observing, we realized taking note of a person’s facial
expressions, body language, walking style, and how he/she
interacted with others were helpful.
Use it when –
You want to better understand the user’s actual needs
and behaviors.
Immersive Experiences
“By immersing yourself in a new experience, you can
better understand the motivations, thoughts, and
feelings of the user in the moment.”
o
For example, if you were designing for the blind,
you could immerse yourself in that experience by
trying to perform simple tasks while blindfolded.”
Use it when –
You want to gain deep empathy for your user, and
to see your library through their eyes.
Journey Mapping
o
We wanted to understand how our users found wayfinding
in a particular community library.
o
We mapped out the possible journey of different types of
users. We thought about how they would feel at different
points along the way.
o
We noted down any breaks/interruptions in the journey and
used the map as a visual jumping-off point for conversation.
Use it when –
You want to discuss a system/process or series
o
This gives them time for personal and uninterrupted
thinking, and gives you an interviewee’s thoughts captured
in their own words.
Journal’ing
Use it when –
You want to learn about a user’s experience over an
extended amount of time.
You want to compare and contrast the different
daily experiences and realities of a set of users.
