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Dossier Writeups

SB Sean Burn Public Seen by 24
SB

Sean Burn Wed 8 Oct 2014 12:57AM

Competition:

Massey Library, and libraries in general, are having to compete with more than just other libraries and 'getting people to read.'

A modern libraries main competition is the Internet. With a vast sea of endless information and online communities audiences are looking elsewhere to acquire knowledge and information. Wikipedia has become the main 'first choice' source of information, an encyclopedia that is user updated and controlled. Google, which offers google scholar, leads the online/digital platform for academic and tertiary texts which most students of Massey University will access. Many students may not see the benefits of utilising the libraries resources when they can simply Google the info that they need. They may only see the library as a resource for books and other written material, not realising that a modern library offers more than a place to find material for a research paper.

Other than the internet, which poses the biggest competition towards libraries, Massey library is also competing with other local libraries and spaces. If someone is hesitant to visit the library, they may not see the merit (other than it's location) in visiting Massey library over others. Or they may base their view on Massey library on libraries they have previously visited. Central library, Victoria University library, Film archive, Wellington City Archives and others offer competing experiences.

Other spaces and locations around Massey Universities campus also compete with Massey library. Rather than use the library to study/place of learning, they may head elsewhere within the university. While some areas of study, such as those within the creative arts programmes, often have designated areas, other degrees and courses do not. They may head to the common rooms or even tussock to meet up or study. The Massey library is having to compete with spaces and services within the university, not just external offerings.

Other than these services the Massey library is also having to compete with book stores, online book stores, e book readers such as kindles, cafes and other locations where students meet up to do work. Students need to be made aware of the various services and experience that the Massey library can offer over others.

SB

Sean Burn Wed 8 Oct 2014 4:06AM

Consumer Research:

People use and view Massey library in a multitude of ways. They can be broadly broken down into several categories. Those that use the library and its resources frequently and spend large amounts of time there. Those that visit occasionally when they need to (whether for some quick research or meeting with others). Those that visit very infrequently, and when they do very briefly. And finally those that avoid the library altogether, whether because they have a negative attitude of libraries or they do not see any ways in which the library can offer them. These groups all have varying attitudes and needs and wants around what they think a library should be, and how a library can benefit them.

(Needs to be expanded a lil bit, one paragraph noting behaviours we've witnessed, but i don't have the post it notes with all our insights on them!)

SB

Sean Burn Wed 8 Oct 2014 4:17AM

Transformational Matrix:

Current:
Transformation

Experience

Zones/areas of library are unclear. How loud can i be? Can i do more than just have a book out here?
Finding the book you want can be an annoying and lengthy process, although you eventually get there. Locating where in the library the book you are trying to find is can be difficult.

Two Way Dialogue

Limited area for two dialogue. Aside from talking to staff, emailing or phoning the library, or posting on the facebook page there are no other methods for inputting feedback. Staff are always on hand and helpful but do not always have all the answers. For some people asking a librarian for help is not an option.

PR

Phillip Rubery Wed 8 Oct 2014 9:13AM

The library: Past, present & future (INTRO)

The role of a library is as a repository for information, and traditionally this was its entire function- collecting physical books within a bricks and mortar structure. However in recent years the role played by the library has developed and diversified, becoming a hub for community, culture and leisure, a space in which knowledge is shared and activities are conducted in pursuit of learning. In the span of a single generation, libraries have evolved from enclosed rows of bookshelves to open public spaces housing computers, magazines, journals, and mixed digital media, sharing knowledge through virtual databases as well as hardcopies. As new information technologies have altered the way we communicate knowledge, libraries have had to continuously reinvent themselves to embrace new methods and new expectations. Despite this, libraries retain a public perception of outdatedness and irrelevance in today’s world, particularly among younger audiences. Currently the library at Massey University’s Wellington campus is undergoing renovation to combat this faÇade of obsolescence.

Looking to the future, libraries are set to continue responding to the social and technological mileu that surrounds them. Dionisis Kolokotsas, Public Policy & Government Relations Manager, Greece advises that although many people assume the internet makes libraries irrelevant, “the reality looks like quite the opposite – the Internet can help libraries become a center for new digital learning and a point of reference for local communities” 1. The library of the future will feature more group study rooms and technology-equipped spaces to aid learning, research, and collaboration. Successful marketing techniques will be used to establish a more customer-friendly experience, adding colour, styling, and an overall relaxed atmosphere. There will be more of a focus on access than ownership, and on facilitation of activity as well as study, with libraries becoming places “not just imbibe knowledge but create it—physically” 2. Recent trends suggest that the library needs to shed its apparition of hushed austerity and instead open itself to learning through interaction as an engaging reference point for its community.

1 http://thenextweb.com/insider/2013/08/22/the-future-of-libraries/?awesm=tnw.to_s3G7z&utm_source=t.co&utm_medium=referral&utm_camp
2 http://www.wired.com/2014/09/makerspace/

PR

Phillip Rubery Wed 8 Oct 2014 9:14AM

Dossier Layout

History (definition of library in general and snapshot in time of how library is now)
Competition (who is stealing our audience?)
Macro/Micro trends
Brand essence (offerings, attitude, aesthetic and positioning)
Journey map
Service Safari (observational photos)
SWOT analysis
Tensions
Consumer research
Audience profiles
Shared needs
Transformational matrix
Our insight
3 Recommendations (new journey map)
Summary & new brand essence

PR

Phillip Rubery Wed 8 Oct 2014 9:48AM

Insight/problem statement:

Currently the Massey Library has exceptional resources and facilities, but they are severely underused due to bad communication impeding access. New users are intimidated, and even senior students are unsure of how to fully exploit the library’s potential.

MP

Matt Phillips Wed 8 Oct 2014 9:08PM

Strengths
• Tutorials on how to use various resources in the library
• Easy access to journals
• The ability to order books from other libraries
• Computer and printing available
• Different areas to meet the individual needs of different users

Weakness
• Online content isn’t easily accessible
• Helpful information isn’t easily available or user-friendly
• Different study areas are hard to distinguish
• The amount of services the library offers isn’t advertised

Opportunities
• Improvement of online services to make them more accessible and user-friendly
• Creating more user-friendly guides on how to use the physical services with the library
• Making the intended purpose of different areas clear to the users e.g. Quiet study spaces, group work etc.

Threats
• People are unaware what the library offers so won’t go in as they think it won’t meet there needs at that point in time.
• There is still a common misconception that libraries are for quiet study and reading.

SB

Sean Burn Sun 12 Oct 2014 3:27AM

Current

Transformation

  • gain knowledge, learning
  • quiet space in order to accomplish work

Experience

  • sterile
  • welcoming
  • orderly
  • austere
  • exclusive manner
  • don’t feel included
  • doesn’t feel personalised
  • not enough interaction
  • alienating
  • foreign
  • misunderstood
  • awkwardly quiet
  • frustrating

Zones/areas of library are unclear. How loud can i be? Can i do more than just have a book out here?
Finding the book you want can be an annoying and lengthy process, although you eventually get there. Locating where in the library the book you are trying to find is can be difficult.

Two Way Dialogue

Posters, pinboards

Limited area for two dialogue. Aside from talking to staff, emailing or phoning the library, or posting on the facebook page there are no other methods for inputting feedback. Staff are always on hand and helpful but do not always have all the answers. For some people asking a librarian for help is not an option.

Transformation

  • included
  • invited
  • educated
  • inspired
  • involved
  • facilitated
  • socialised
  • community, peers
  • supply me, equip me
  • reassure me
  • connect me
  • guide me
  • direct me

Experience

  • Clear
  • Direct
  • easy
  • no fuss
  • accomplish everything in one place
  • move from zone to zone seamlessly

Two Way dialogue

  • app
  • feedback
  • customised library experience
  • you get out what you put in
CS

Campbell Stonehouse-Roy Sun 12 Oct 2014 5:44AM

Macro Trends

The Information age
-Increasing global information sharing
-Knowledge has become more accessible than ever
-Knowledge isn’t just in books

Social Media
-The online experience
-Smart phones
-Information and sharing is only a touch away

Community
-The rise in technology increases demand for community/face to face interaction
-Interaction is lacking online

Collaboration
-Different services working together to help promote each other

Tensions

-Students not recognising the benefits and services the library offers.
-Varying study needs
-App access
-People actually coming to the library -promotion

Recommendation: Zoning

In recognition of the varying study needs of the Massey student community, we recommend that the Massey university offer specific Study Zones in their library. Throughout the library there will be three colour coded zones, with corresponding noise expectations. The Interior colours of the library will reflect and enforce each zone.

Each zone will include its own colour coded posters -These will inform and educate the user on offerings in each particular space, giving them the confidence to use the library to its full potential.

SB

Sean Burn Tue 21 Oct 2014 10:21PM

Dossier Final PDF's