117
@Seman’cWill Experimentation & Innovation In Libraries From Design inking to LeanUX

Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Embed Size (px)

DESCRIPTION

Few industries face the kind of disruption that the library industry faces today with e-resources, the Internet, mobile everything, and limited revenues. Yet the need for libraries has never been greater to service communities and provide the skills, knowledge, and literacy required for the 21st Century. This talk WIll Evans, Director of Design and Research and Design Thinker-in-Residence at NYU Stern will explore Design Thinking, User Experience Design, and LeanUX, how libraries may learn from these, and apply them in everyday work so that libraries can become innovation hubs within their communities.

Citation preview

Page 1: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

@Seman'cWill  

Experimentation & Innovation In Libraries From Design Thinking to LeanUX

Page 2: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

WILL EVANS Director of Design & Research

TLC Labs / The Library Corporation

Design Thinker-in-Residence

NYU Stern Graduate School of Management

Page 3: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Let’s start with an exercise!

Page 4: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Which is timed

Page 5: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

You have 3 minutes

Ask your neighbor:

Why do we need libraries? then

Snap a quick photo of them

Post their response w. image to Twitter, using

the Hashtag #TLCU13

Page 6: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Background

Page 7: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

What is the purpose of libraries?

To be a community gathering place?

To promote lifelong learning?

To help people navigate the information flow?

To empower a more informed citizenry?

To store print documents for the historic record?

Page 8: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

What Challenges Have We Faced?

Page 9: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Even though digital and behavior are my medium, I still love

physical books that offer so many things digital simply can’t.

Page 10: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

“I’ve learned that when you keep the focus solely on your local

patron’s experience and direct your efforts only toward

improving that experience, you’re giving the taxpayer an

increasingly valuable return on their investment.”

– Eli Neiburger

Page 11: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Across the country, libraries are providing services and crafting experiences that make patrons'

visits meaningful and pleasurable.

Page 12: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

What is UX Design?

Page 13: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

User experience is about how you design solutions and services that solve

real human needs…

Page 14: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

True Fact

A significant percentage of the UX community have an LIS background.

Page 15: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

•  Articulated context •  Focus on people, not technology •  Centered on customer’s needs, goals, desires •  Clear hierarchy of information and tasks •  Focus on simplicity; reduce visual complexity •  Provide strong information scent •  Use constraints appropriately •  Make actions reversible •  Provide meaningful feedback

Principles of UX

Page 16: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

•  Products and services must serve people •  Respect all ways in which value is delivered to

customers •  Use technology intelligently to serve the customer

experience

Doesn’t this sound a lot like the values of library science?

Variant

Page 17: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX
Page 18: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Problem vs. Solution

“Focus on the problem. If you’re only excited about the solution, you’ll lose interest when

your solution doesn’t fix the problem.” - Adil Wali, CTO of ModCloth

Page 19: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

What is Design Thinking?

Page 20: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX
Page 21: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX
Page 22: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Design Thinking Premise

Only through contact, observation, and empathy with customer’s can you hope to design solutions to fit their needs and

make their world a better place.

Page 23: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

As opposed to?

•  We have this problem, lets jump in and brainstorm a solution.

•  We have a new technology, what can we possibly use it for?

•  Our competitors just launched X; how quickly can we also do X?

•  Our director just imagined this amazing project, lets get funding and hire someone to build or buy it for us.

Page 24: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

4 Key Elements to Design Thinking

We have this problem, lets jump in and brainstorm a solution We have a new technology, what can we possibly use it for? Our competitors just launched X; how quickly can we also do X? •  Empathy through research •  Framing the problem •  Generative Ideation •  Prototyping & validation

Page 25: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Three Overlapping Constraints

Page 26: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Where is Design Innovation?

Page 27: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Ideation Process

Page 28: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX
Page 29: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX
Page 30: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

WHAT IS LEAN STARTUP?

Page 31: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX
Page 32: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Minimize TOTAL time through the loop

Page 33: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

How to do it: Lean Startup Meta-Rules

1.  “Get out of the building” – talk to people. 2.  Clearly articulate & test your assumptions. 3.  Iterate based on what you learned. 4.  Don’t invest in anything that isn’t

validated

Page 34: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Early Assumptions Can Include:

1.  Who is our customer? 2.  What pain points to they have? 3.  How will we solve their pain points? 4.  What is the most important thing they need? 5.  How are we different?

Which you turn into testable hypotheses!

Page 35: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Falsifiable hypothesis =

[Specific Repeatable Action] Will

[Expected Measurable Outcome]

Formulating Your Test

Page 36: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

4 Key Elements to Lean UX

We have this problem, lets jump in and brainstorm a solution We have a new technology, what can we possibly use it for? Our competitors just launched X; how quickly can we also do X? •  Empathy through research •  Framing the problem •  Generative Ideation •  Prototyping & validation

Page 37: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

BASICS OF CUSTOMER RESEARCH

Page 38: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

*    

“Insight about customer behavior and work patterns were never discovered sitting at your desk.”

Page 39: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

*    

Research, when done well, creates a deep sense of empathy for others.

Page 40: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

*    

The real world presents real challenges, which you will never experience in an office.

Page 41: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

*    

Understanding context involves being-there.

Page 42: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

*    

Understanding implies deep engagement.

Page 43: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

*    

You are not the customer.

Page 44: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Background

Page 45: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Why Research?

Insights about an industry, market, or customer segment were never discovered sitting on your couch (or at your

desk!)

Page 46: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Malkovich Bias

The tendency to believe that everyone uses technology

the same way you do.

Page 47: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX
Page 48: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Customer Research

Page 49: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Customer Research How much research?

Page 50: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

0

12  

Lots  

People  

Insights  

A Research Heuristic

Page 51: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Types of Research

Page 52: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

ETHNOGRAGHY

Page 53: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Ethnography

Literally “writing culture” Ethnography is: 1.  The process of “deep hanging out.” 2.  The richest research method we have. 3.  Something you can do all the time!

Page 54: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Ethnography Allows Us To

Page 55: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

1. Discover the semantics of living

Page 56: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

2. Decode signifiers of cultural practice

Page 57: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

3. Understand the language people use.

Page 58: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Keys To Good Ethnography

Page 59: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Delve deeply into the context, lives, cultures, and rituals of a few people rather than study a large number of people superficially.

This isn’t about booty calls, this is about relationships.

Page 60: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Holistically study people’s behaviors and experiences in daily life. You won’t find this in a lab, focus group, or 5 minute

interview on the street.

Page 61: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Learn to ask probing, open questions, gathering as much data as possible to inform your understanding.

Page 62: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Practice “active seeing,” and “active listening.” Record every minutiae of daily existence, and encode on post-its.

Page 63: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Use digital tools for asynchronous data collection: Tumblr, Facebook, Twitter, Instagram, and Flickr.

Page 64: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Use collaborative sense-making activities like cynefin and affinity diagramming to understand and formulate a narrative of

experience.

Page 65: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

CUSTOMER INTERVIEWS AKA “Get out of the building.”

Page 66: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

12  

Before Interviews

•  Identify who you are interviewing •  Articulate customer hypotheses •  Craft a topic map for your interviews •  Write down your prompts

Page 67: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

12  

9 Keys to Interviewing

1.  One interview at a time 2.  Always pair interview (if you can) 3.  Introduce yourself 4.  Record the conversation 5.  Ask general, open-ended questions to get

people talking 6.  As questions around the problem “Do you

ever experience a problem like X” 7.  Then ask, “Tell me about the last time…” 8.  Listen more than you talk 9.  Separate behavior from narrative

Page 68: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

12  

Guidelines

1.  It’s about empathizing. 2.  Listen, even when people go off topic 3.  Context is king – document it, and make

sure the context of research maps to the problem being explored

4.  Start from the assumption that everything you know is wrong

Page 69: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

We have this problem, lets jump in and brainstorm a solution We have a new technology, what can we possibly use it for? Our competitors just launched X; how quickly can we also do X? •  Empathy through research •  Framing Problem Spaces •  Generative Ideation •  Prototyping & validation

4 Key Elements to Lean UX

Page 70: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

WHAT IS SENSEMAKING? HOW DO WE MAKE SENSE OF THE WORLD SO WE CAN ACT IN IT?

Page 71: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Sensemaking

Page 72: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Karl Weick

“Sensemaking is, importantly, an issue of language, talk, and communication. Situations, organizations, and communities are talked into existence… Sensemaking is about the interplay of action and interpretation rather than the influence of evaluation on choice.”

Page 73: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Bates’ Berrypicking Model

Page 74: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

A Berrypicking / Lean Startup Mashup

Page 75: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Meaning exist in the interaction between agents, not in the things themselves”.

- ALICIA JUARRERO

Page 76: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Cynefin

Page 77: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

The place of your multiple belongings

affiliations

Page 78: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX
Page 79: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX
Page 80: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX
Page 81: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Dave Snowden

We have found that [our sensemaking framework] helps people to break out of old ways of thinking and to consider intractable problems in new ways… …. It is designed to allow shared understandings to emerge through the multiple discourses of the decision-making group.

Page 82: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX
Page 83: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX
Page 84: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

We have this problem, lets jump in and brainstorm a solution We have a new technology, what can we possibly use it for? Our competitors just launched X; how quickly can we also do X? •  Empathy through research •  Framing Problem Spaces

•  Generative Ideation •  Prototyping & validation

Page 85: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

GENERATIVE IDEATION

Page 86: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX
Page 87: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX
Page 88: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Sketch. Pitch. Critique. TECHNICALLY THIS IS CALLED A CHARRETTE.

Page 89: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Focus on the bare minimum to convey your concept

Page 90: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

All ideas must map to person’s goals & needs.

Page 91: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Generate lots of design concepts (options*) Present concept as stories

Critique using Ritual Dissent Integrate (steal) & Iterate

Check stories for coherence Converge around testable solution hypotheses

Design Studio

*See Chris Matts Real Options Theory

Page 92: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

We have this problem, lets jump in and brainstorm a solution We have a new technology, what can we possibly use it for? Our competitors just launched X; how quickly can we also do X? •  Empathy through research •  Framing Problem Spaces •  Generative Ideation

•  Prototyping & validation

Page 93: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

PROTOTYPE & VALIDATE

Page 94: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Minimize TOTAL time through the loop

Page 95: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Prototyping and Testing

Page 96: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Why prototype?

•  Explore • Quickly create testable solution options • Identifies problems before they’re coded • Reflection-in-action*

•  Experiment • Early frequent feedback from customers • Low opportunity cost

•  Evolve understanding of customer behaviors

* Theory in Pracice, Chris Argyris & Donald Schön

Page 97: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

What Fidelity?

•  Low fidelity • Paper

•  Medium fidelity • Axure • Omnigraffle • Indigo Studio • Clickable Wireframes

•  High Fidelity • Twitter Bootstrap • jQueryUI • Zurb Foundation

Beware of “endowment effect,” also called the divestiture aversion. Once people invest time/effort “sketching with code,” its very difficult to throw the concept away and explore new options.” Identify what you want to learn, pick the least effort to go through Build > Measure > Learn

Page 98: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

From insights, you can create multiple problem & solution hypotheses sets.

It's not about designing the one right solution and refining.

It's about testing many solutions to multiple problem hypotheses.

It's about many small bets.

Maximize Optionality

Page 99: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

7 STEPS FOR LIBRARIES

Page 100: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

7 Steps

Uncover your patrons’ needs and goals

Formulate hypotheses

Question your assumptions

Collaborate to generate ideas

Run small, tight experiments

Learning isn’t failure

Amplify what works

Page 101: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Questions Worth Asking

What is the future of knowledge creation?

What is the future of reference expertise?

What is the future of knowledge discovery?

What is the future of learning spaces?

What is the future of maker spaces?

Page 102: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX
Page 103: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

CASE STUDY: EBILBIOFILE

Page 104: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Hypothesis

We believe that libraries need high quality MARC records for eResources, and they need them fast, so that their patrons can find the materials they really want as soon as they are available - eBiblioFile

Page 105: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

•  Problem Exploration •  Posted to list serves asking if people

suffered from our problem •  Interviewed respondees •  Solution validation •  Hand coded and delivered first batch

within 2 weeks of starting the project •  Scaling •  Are serving more than 300 libraries

in less than 1 year

eBibliofile Lean Process

Page 106: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

CASE STUDY: BOUNDLESS

Page 107: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Hypothesis

We believe that library home pages and PACs aren’t destinations. Libraries need to engage where people are online, in ways that build bonds with existing patrons and expose more people to all that libraries have to offer.

Page 108: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

•  Found some ugly websites and called the libraries

•  Asked them about their sites •  Built a WordPress template

system based on what THEY told us

•  Launched “MVP” to gather learnings.

Boundless Lean Process

Page 109: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

CASE STUDY: LIBRARY.SOLUTIONS

Page 110: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Hypothesis

We believe that libraries that really want new functionality will be early adopters, helping us refine functionality before we push it to broad production.

Page 111: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

•  Interviewed 10 people •  Pitched the concept •  Got “letters of intent” •  Grew to over 200 customers in

2 months

LS Process

Page 112: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

CASE STUDY: LEANUX NYC

Page 113: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Hypothesis

We believe people want to learn about using Lean and Lean User Experience to drive innovation in their startups and enterprise organizations. Our hypothesis is that people would pay money to attend a three day LeanUX conference. In NYC.

Page 114: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

•  Interviewed 20 people •  Created a “Pitch MVP” •  Got 700 Email

Addresses •  Built website •  Charged $295 •  400 attendees •  Huge Success

LeanUX Lean Process

Page 115: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

Can we work together?

Do you have some ideas worth exploring?

We are interested in engaging with libraries on:

Ideas you want to test

Problems you want to solve

Let us know…

Page 116: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

"My propositions serve as elucidations in the following way: anyone who understands me

eventually recognizes them as nonsensical, when he has used them - as steps - to climb beyond them.

He must, so to speak, throw away the ladder after he has climbed up it.” - Wittgenstein

Page 117: Experimentation and Innovation in Libraries: From Design Thinking to LeanUX

WILL EVANS Director of Design & Research

TLC Labs / The Library Corporation

Design Thinker-in-Residence

NYU Stern Graduate School of Management

[email protected]