Upload
will-evans
View
17.872
Download
3
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
@Seman'cWill
Experimentation & 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
Let’s start with an exercise!
Which is timed
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
Background
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?
What Challenges Have We Faced?
Even though digital and behavior are my medium, I still love
physical books that offer so many things digital simply can’t.
“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
Across the country, libraries are providing services and crafting experiences that make patrons'
visits meaningful and pleasurable.
What is UX Design?
User experience is about how you design solutions and services that solve
real human needs…
True Fact
A significant percentage of the UX community have an LIS background.
• 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
• 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
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
What is Design Thinking?
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.
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.
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
Three Overlapping Constraints
Where is Design Innovation?
Ideation Process
WHAT IS LEAN STARTUP?
Minimize TOTAL time through the loop
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
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!
Falsifiable hypothesis =
[Specific Repeatable Action] Will
[Expected Measurable Outcome]
Formulating Your Test
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
BASICS OF CUSTOMER RESEARCH
*
“Insight about customer behavior and work patterns were never discovered sitting at your desk.”
*
Research, when done well, creates a deep sense of empathy for others.
*
The real world presents real challenges, which you will never experience in an office.
*
Understanding context involves being-there.
*
Understanding implies deep engagement.
*
You are not the customer.
Background
Why Research?
Insights about an industry, market, or customer segment were never discovered sitting on your couch (or at your
desk!)
Malkovich Bias
The tendency to believe that everyone uses technology
the same way you do.
Customer Research
Customer Research How much research?
0
12
Lots
People
Insights
A Research Heuristic
Types of Research
ETHNOGRAGHY
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!
Ethnography Allows Us To
1. Discover the semantics of living
2. Decode signifiers of cultural practice
3. Understand the language people use.
Keys To Good Ethnography
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.
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.
Learn to ask probing, open questions, gathering as much data as possible to inform your understanding.
Practice “active seeing,” and “active listening.” Record every minutiae of daily existence, and encode on post-its.
Use digital tools for asynchronous data collection: Tumblr, Facebook, Twitter, Instagram, and Flickr.
Use collaborative sense-making activities like cynefin and affinity diagramming to understand and formulate a narrative of
experience.
CUSTOMER INTERVIEWS AKA “Get out of the building.”
12
Before Interviews
• Identify who you are interviewing • Articulate customer hypotheses • Craft a topic map for your interviews • Write down your prompts
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
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
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
WHAT IS SENSEMAKING? HOW DO WE MAKE SENSE OF THE WORLD SO WE CAN ACT IN IT?
Sensemaking
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.”
Bates’ Berrypicking Model
A Berrypicking / Lean Startup Mashup
Meaning exist in the interaction between agents, not in the things themselves”.
- ALICIA JUARRERO
Cynefin
The place of your multiple belongings
affiliations
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.
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
GENERATIVE IDEATION
Sketch. Pitch. Critique. TECHNICALLY THIS IS CALLED A CHARRETTE.
Focus on the bare minimum to convey your concept
All ideas must map to person’s goals & needs.
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
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
PROTOTYPE & VALIDATE
Minimize TOTAL time through the loop
Prototyping and Testing
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
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
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
7 STEPS FOR LIBRARIES
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
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?
CASE STUDY: EBILBIOFILE
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
• 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
CASE STUDY: BOUNDLESS
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.
• 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
CASE STUDY: LIBRARY.SOLUTIONS
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.
• Interviewed 10 people • Pitched the concept • Got “letters of intent” • Grew to over 200 customers in
2 months
LS Process
CASE STUDY: LEANUX NYC
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.
• Interviewed 20 people • Created a “Pitch MVP” • Got 700 Email
Addresses • Built website • Charged $295 • 400 attendees • Huge Success
LeanUX Lean Process
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…
"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
WILL EVANS Director of Design & Research
TLC Labs / The Library Corporation
Design Thinker-in-Residence
NYU Stern Graduate School of Management