Toronto Public Library Board

Project Update

June 18, 2018

2

We will transform the library’s capacity and culture to

deliver exceptional customer experiences how, when

and where our customers want and need them.

Torontonians will benefit from a vibrant, revitalized,

digitally-enabled and efficiently managed service.

transforming for 21st century

service excellence

TPL Strategic

Plan Priority

3

We will transform the library’s capacity and culture to

deliver exceptional customer experiences how, when

and where our customers want and need them.

Torontonians will benefit from a vibrant, revitalized,

digitally-enabled and efficiently managed service.

transforming for 21st century

service excellence

TPL Strategic

Plan Priority

and brand

4

Research insights

What is it?

Our goal:

Create a more accessible, inclusive,

relevant and modern library brand

experience for everyone.

Our approach:

An innovative, participatory stakeholder

engagement to inform TPL’s customer

experience transformation.

5

expressing our brand

6

Our

process

From research to roll-out,

our process involves engagement

at every phase.

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Interviews

Inte

rna

l in

terv

iew

s • Directors

• Service Development & Innovation

• Branch Operations & Customer Experience

• Planning & Development

• Digital Services & Emerging Technologies

• Collections & Membership Services

• TPL Foundation

Exte

rna

l in

terv

iew

s • Architects

• TPL Foundation Board

• Cisco

• Lord Cultural Services

• Urban Library Council

• EPL

• Union

• TPL Board

• Mayor's Office

The tpl experience 360 lab

workshops engage a broad

range of stakeholders.

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9December – August ------------------------------------------------------------------------------------ January 2018 ------

Experience Labs

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Public input includes:

• in-branch communications

• a dedicated, interactive microsite

• social media

June – August ----------------------------------------

the public

January 2018 ------

12

Public consultation

What we heard: Nine key themes

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Visibility of

TPL spaces

Wayfinding

to/in spaces

Local vs. TPL

identification

What we heard: Nine key themes

15

Visibility of

TPL spaces

Wayfinding

to/in spaces

Local vs. TPL

identification

Essential role

of collections

Finding &

accessing

Essential role

of programs

Finding &

accessing

16

What we heard: Nine key themes

Visibility of

TPL spaces

Wayfinding

to/in spaces

Local vs. TPL

identification

Essential role

of collections

Finding &

accessing

Essential role

of programs

Finding &

accessing

Staff

engagement &

training

Brand promise

& priorities

Identification

17

What we heard: Nine key themes

Visibility of

TPL spaces

Wayfinding

to/in spaces

Local vs. TPL

identification

Essential role

of collections

Finding &

accessing

Essential role

of programs

Finding &

accessing

Staff

engagement &

training

Brand promise

& priorities

Identification

Digital access

& literacy key

Consistent

customer

experience

Well-trained &

supported staff

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What we heard: Nine key themes

Opportunities and

considerations

Digital

Strategy

Role of data

Enhancing

experience

Leveraging

infrastructure

Future

priorities

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What we heard: Nine key themes

Opportunities and

considerations

Digital

Strategy

Opportunities and

considerations

CustomerExperience

Opportunities and

considerations

MarCom &Outreach

Role of data

Enhancing

experience

Leveraging

infrastructure

Future

priorities

Ways to

enhance

Needs/wants

(segments)

Need for

marketing

Promote

breadth of TPL

network

Partnerships

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What we heard: Nine key themes

Opportunities and

considerations

Digital

Strategy

Opportunities and

considerations

CustomerExperience

Opportunities and

considerations

MarCom &Outreach

Role of data

Enhancing

experience

Leveraging

infrastructure

Future

priorities

Ways to

enhance

Needs/wants

(segments)

Need for

marketing

Promote

breadth of TPL

network

Partnerships

21

What we heard: Nine key themes

Applications and

considerations for the

brand and identity

system

Identity

Perceptions

of current

identity

system

Applications

Our process

Next Steps

• Summer: workshop 3 concepts to select final

brand expression

• September: Customer Experience Strategy +

new brand expression presented to board

• October – December: Rollout to staff

• January 2019: Rollout to public

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December – August ------------------------------------------------------------------------------------ January 2018 ------

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Thank you!