1	Information Architecture & Customer Service a presentation to IFLA Metropolitan Libraries Section Conference, Seattle May 2007
2	Your Presenter Karen Rossi Manager, First Floor Services Carnegie Library of Pittsburgh – Main rossik@carnegielibrary.org
3	Carnegie Library of Pittsburgh
4	Why did we embark on this project?
5	Examining role of public library For the past several years we have been examining all aspects of what we do: How has the Internet changed our role? How has amazon.com and super bookstores changed our role? How has the rise in the service economy changed our customers’ expectations of us? How has the decrease in free time and increase in discretionary income (for some) changed the way our customers want/need to interact with us?
6	Strategic planning Our mission Our guiding principles Customer Service Collaboration Competence Community Our strategic focus
7	Customer service Renewed focus on excellence in customer service In light of the changing role of the public library and changing expectations of our customers, what does excellent customer service mean for us? Philosophy of and Standards for Service Excellence
8	Capital projects We embarked on our renovation projects 6 architects, 7 locations and more to come! Website redesign Concern that communication with the public would become more fragmented and unplanned unless we created a consistent conceptual framework that would both inform and be layered on top of the new physical architecture
9	Capital projects Our Main Library architects were simultaneously asking our librarians about the information architecture of the library, and not getting what they needed. With our former IT Director and architects, we had the validation to push the idea of “doing an information architecture” for the library. We retained a local firm with national experience in information architecture and user-centered design: Maya Design. Taming complexity
10	Libraries as complex organizations Variety of services Variety of materials Depth of resources Facility issues Customer needs
11	Goals of library redesign Increase user base Deliver information needs to users Focus on customer-centered service Eliminate customer frustration Arrange activities and key spaces Make library a destination in the community Information Architecture influences and directs the entire process.
12	Information Architecture?
13	An information architecture gives you predictability (it’s one of the ways we make things easier to use…)
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18	Example: McDonald’s Infrastructure: the building, the cooking equipment, the pricing structure, what times of day you can get an Egg McMuffin vs. a Big Mac, etc. user interface: the signs and the design of the customer-facing portions of the infrastructure. information architecture: the mental model that most people share for “how to interact with a fast food restaurant”. Includes the concepts of: a menu with items and their prices (only shows what you can order at that time, or lists the times) a place where promotions are displayed a sequence of events that are followed in a particular order an area in which to place an order, pay for the order, pick up the order an area in which to eat the food a place to discard the garbage etc.
19	User Centered Design? Shadowing, personas, walking a mile in their shoes, user testing, etc.
20	Shadowing customers
21	Confusion and uncertainty: is the library open or closed?
22	Confusion and uncertainty: is this the right place to ask? question?
23	Now that we have a sense of the users and of the underlying system, it is time for a rough IA plan…
24	Organizers make connections
25	Exposing the right connections “just in time”
26	The end of every customer journey should be the beginning of a new one
27	Catalog/Search tool
28	Redesign of the Catalog UI
29	website
30	Polishing the library’s website
31	Results? Named Number One “Most Useful Web Site” in Pittsburgh by Pittsburgh Magazine in 2004 4,176,669 visits in 2004 6,240,857 visits in 2006
32	How does Information Architecture influence: Space Glass panels Community destination Systems Static signage Dynamic signage Staffing
33	IA and library space: Glass panels Customer Service Opens up the space Intuitive connections
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36	How does Information Architecture influence: Space Glass panel design Library as community destination Systems Static signage Dynamic signage Staffing
37	signage
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39	IA and signage Architectural design of structures and interiors vary greatly among our locations Challenge: Create a single signage design that works well everywhere and can be changed easily and quickly Solution: Use templates to create a framework that can be applied everywhere
40	IA and signage Agile and flexible Librarians in each location are able to generate their own signs (Effectively authoring, editing, and publishing their location’s freshest information onto the surfaces of the library itself)
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42	ask a librarian
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50	Dynamic signage (publishing fresh daily…) Dynamic, electronic information to announce: Programs Collections Special departments Did you know factoids Policies and procedures Answers to intriguing reference questions Interactive reviews, polls, etc. Reader enrichment And much more!
51	Dynamic signage Exposes library resources that were previously hidden Helps customers connect with many areas and resources
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56	How does Information Architecture influence staffing? Five areas of user activity Springboard into the collection Gain access to additional information and make new discoveries
57	IA and staffing We’re creating a unique atmosphere, even a spirit. We’re identifying 21^st Century customer service expectations. We’re creating a new type of teamwork for managers and staff. The team works together to create and develop the new library.
58	Information Architecture and the library experience Library as a destination Many more users The library is easy to use and understand. No “secret handshake” is necessary.
59	Results of the renewal? Children’s and Teen print circulation up 187% Hazelwood Library Since reopening in Nov. 2003 Visitors up 36% Brookline Library Since reopening in Feb. 2004 Over 1,100 library card registrations in Feb. 04 Children’s and Teen print circulation up 112% Hazelwood Library Since reopening in May 2004
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63	Information Architecture & Customer Services URLs http://www.carnegielibrary.org/presentations/ http://libraryjournal.com/article/CA6312505.html Beth Dempsey, “Power Users,” Library Journal. Vol. 130 No. 20. December 2005. p. 72-75.
64	Your presenter Karen Rossi rossik@carnegielibrary.org