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Everything is a Service: New Perspectives on Assessing the Library Using Service
Design
Michigan Library Association Academic Libraries 2016
Joe J. Marquez, Reed College Library
Three Inspirations
• The Need
• The Article
• The Quote
The Need
To understand how space and resources are being used.
Credit: http://romancestudies.unc.edu/files/2016/02/fondoquijote.jpg
Credit: https://armedrobbery.files.wordpress.com/2014/04/thejerk.jpg
The Article
Bell, G., & Kaye, J. (2002). Designing Technology for Domestic Spaces: A Kitchen Manifesto. Gastronomica: The
Journal of Food and Culture, 2(2), 46–62. http://doi.org/10.1525/gfc.2002.2.2.46
Credit: https://upload.wikimedia.org/wikipedia/commons/0/06/F._Taylor_1856-1915.jpg
Credit: https://upload.wikimedia.org/wikipedia/commons/3/30/Cyclogram_Gastev_TSIT.jpg
Credit: Christine Frederick’s diagram of efficient and inefficient kitchens. From The New Housekeeping: Efficiency Studies in the Home Management (New York: Doubleday, 1913).
The Article
Bell, G., & Kaye, J. (2002). Designing Technology for Domestic Spaces: A Kitchen Manifesto. Gastronomica: The
Journal of Food and Culture, 2(2), 46–62. http://doi.org/10.1525/gfc.2002.2.2.46
The Quote
“It must constantly be borne in mind that the object being worked on is going to be ridden in, sat upon, looked at, talked into, activated, operated, or in some way used by people individually or en masse. If the point of contact between the product and people becomes a point of friction, then the designer has failed. If, on the other hand, people are made safer, more comfortable, more desirous of purchase, more efficient — or just plain happier — by contact with the product, then the designer has succeeded.”
- Henry Dreyfuss, Industrial DesignerCredit: Dreyfuss, H. (1950). The Industrial Designer and the Businessman. Harvard Business Review, 28(6), 77–85.
Credit: Dreyfuss, H. (2003). Designing for people. New York: Allworth Press.
Service Design, a definition
“Service design is a holistic, co-creative, and user-centered approach to understanding customer behavior for the creation or refining of
services” (Marquez & Downey, 2015, para. 5)
The Case for Service Design
Inherited Ecology
Libraries are Tightly Coupled Systems
From the User’s Perspective, Everyone is a Librarian
Understanding User Needs and Expectations
The Inherited Ecology
Libraries are Tightly Coupled Systems
“A system is a set of things interconnected in such a way that they produce their own pattern of behavior over time.” (p.2)
“Once we see the relationship between structure and behavior, we can begin to understand how systems work, what makes them produce poor results, and how to shift them into better behavior patterns.” (p.1)
Donella Meadows, Thinking in Systems
Meadows, D. H. (2008). Thinking in systems : a primer. White River Junction, Vt: Chelsea Green Pub.
Credit: http://uprightkreteworks.com/sites/default/files/pictures_before_after/4silos-before-demolition.jpg
Credit: Marquez, J. J., & Downey, A. (2016). Library Service Design: A LITA Guide to Holistic Assessment, Insight, and Improvement. Lanham: Rowman & Littlefield Publishers.
Patron Journey, Visualized
Patron Journey, Synthesized
From the User’s Perspective
Needs and Expectations
Needs and Expectations
Needs and Expectations
Needs are things we think will help us accomplish a task
Expectations are assumptions of how something should (re)act in certain situations
What is a Service?
Services are these intangible, co-created exchanges that cannot be
possessed.
They can only be “experienced, created, or participated in.”
Services are experiences. UX is more than just the UI.
Everything is a service.
Shostack, G. L. (1982). How to design a service. European Journal of Marketing, 16(1), 49–63. p.49
Anatomy of Services
Context
Purpose and Function
Interaction
Inability to be Possessed
Time
Everything is a Service
“Every step is a potential place.”
Credit: https://www.flickr.com/photos/iamdavidlowry/4479175632/
Moore, C. W., & Keim, K. P. (2004). You have to pay for the public
life: selected essays of Charles W. Moore. Cambridge, Mass.;
London: MIT.
Where Do Services Happen?
Where Do Services Happen?
Where Do Services Happen?
Where Do Services Happen?
Where Do Services Happen?
Where Do Services Happen?
Where Do Services Happen?
Where Do Services Happen?
Credit: http://www.shorpy.com/files/images/Untitled-11.jpg
Why Does This Matter?
Services do not operate in a vacuum, but rather in tandem with other established services.
Services are part of larger things called systems or ecologies.
Services matter.
Credit: http://www.rosa-lux.fr/wp-content/uploads/adam-smith.jpg
Services as Unproductive Labor“...labour of a menial servant, on the contrary, adds to the value of nothing”“In the same class must be ranked, some both of the gravest and most important, and some of the most frivolous professions: churchmen, lawyers, physicians, men of letters of all kinds; players, buffoons, musicians, opera-singers, opera-dancers, &c.”
- Adam Smith, Wealth of Nations, Book II, Chapter III
Service Design Mindset
Service Design Mindset• Co-Creative
Service Design Mindset• Co-Creative• Making the Intangible Tangible
Service Design Mindset• Co-Creative• Making the Intangible Tangible• Confirming with Evidence
Service Design Mindset• Co-Creative• Making the Intangible Tangible• Confirming with Evidence• Focus on User Needs and Expectations
Service Design Mindset• Co-Creative• Making the Intangible Tangible• Confirming with Evidence• Focus on User Needs and Expectations• Holistic
Service Design Mindset• Co-Creative• Making the Intangible Tangible• Confirming with Evidence• Focus on User Needs and Expectations• Holistic• Empathetic
Service Design Mindset• Co-Creative• Making the Intangible Tangible• Confirming with Evidence• Focus on User Needs and Expectations• Holistic• Empathetic• Open minded, No Devil’s Advocate
Service Design Mindset• Co-Creative• Making the Intangible Tangible• Confirming with Evidence• Focus on User Needs and Expectations• Holistic• Empathetic• Open minded, No Devil’s Advocate• A Willingness to Evolve
Phases of Service Design
Phases of Service Design
• Pre-Work Pre-Work
Phases of Service Design
• Pre-Work
• Observation
Pre-Work
Observa
tio
n
Phases of Service Design
• Pre-Work
• Observation
• Understanding/Thinking
Pre-Work
Observa
tio
n
Understanding
/ Thinking
Phases of Service Design
• Pre-Work
• Observation
• Understanding/Thinking
• Implementing
Imple
mentin
g
Pre-Work
Observa
tio
n
Understanding
/ Thinking
Phases of Service Design
• Pre-Work
• Observation
• Understanding/Thinking
• Implementing
• Maintenance and Continuing Feedback Loop
Imple
mentin
g
Pre-Work
Observa
tio
n
Understanding
/ Thinking
Service Design, in action
Goal• Understand how students use the physical library and library services/resources.
Scope• Defined by College Librarian• Changed and refined over time to focus more on space usage
Timeline• Two+ years• Plan in fall / implement in spring / data analysis and report writing in summer
Two groups• Library User Experience Group (LUX) = staff• Student advisory group = users
SD @ Reed, Year 1
Assess space usage (SUMA + Gate counts)• Once each semester• What questions do you have?• What will you do with the data?
Create student advisory group4 meetings with student advisory group
• Pre-survey• Service discussion• Scenarios• Journaling• Customer journeys• Reference desk prototype• Website review
Analyze data and write final report
ScenariosA student is looking to find a book. She has a call number on a slip of paper and is looking at the map by the Reference Desk. A librarian sits at the desk.
Journaling
Journaling, synthesized
Prototyping
Prototyping
Blueprinting
SD @ Reed, Year 2
Turning the tables….adding student advisers to Library User Experience Group
• Students create, plan, and run focus groups• 2-3 meetings as whole team to develop plan and questions• Students volunteered for roles• Marketing /recruiting participants• Facilitators• Note takers / helpers• Analysis (if time)
What did we learn from our students?
• students are creatures of habit• wayfinding• culture of the library• hierarchy• library spaces are consecrated spaces• naming conventions• additional services: refilling stations, printing, better website• chairs, uneven• small repairs needed throughout library
What did we learn about the process?
• Plan early• Test often• Get buy-in early• Communicate about the process – explain what you are doing and
what you are NOT doing• Don’t be afraid to ask questions• Leave all preconceived notions about your students (users) at the
door – approach the process with an open mind
Next Steps
• Owning Service Design
• Making Assessment Something We Do, and Not Something We Tried
• Understanding How to Influence Change (C = ABD > X)
Any Questions?
???
