WHY WE BORROW! Redesigning Libraries Using Retail Touchpoints .

1. WHY WE BORROW! Redesigning Libraries Using Retail Touchpoints . S A N J O S É P U B L I C L I B R A R I E S & H A Y W A R D P U B L I C L I B R A R I E S C L A P R E S E N T A T I O N Fall 2007

2. SILICON VALLEY LIBRARIES WHY WE BORROW – Envirosell as Partners • Paco Underhill’s “Why we buy” • ULC audioconference 2005 • LSTA grant proposal • Two Models for Case Study San Jose “innovative Hayward “traditional” • Confirm and learn

3. SILICON VALLEY LIBRARIES Project Objectives and Scope • Explore the dynamics of visitor behavior at three California libraries • Measure visitor actions at touch points in the library • Generate information on how urban public libraries in California can better service and educate their visitors, thereby creating a more satisfying library visit ALUM ROCK • Three libraries were studied for two weekdays each, according to the following schedule: • Alum Rock, San José Public Libraries • Tully Community, San José Public Libraries • Weekes Branch, Hayward Public Libraries TULLY WEEKES

4. SILICON VALLEY LIBRARIES Envirosell Methodology • 269 patronswere tracked and timed by researchers • 240 patronswere intercepted as they left the libraries • Over 350 hoursof videotape were generated

5. SILICON VALLEY LIBRARIES Ethnicity of Visitors • Each library was dominated by different ethnic group. • Develop a strategy for segmenting library customers into groups reflecting the demographics of the communities in which the libraries are based. Library service offering should appeal to the demographic groups represented in each library.

6. SILICON VALLEY LIBRARIES Visitor Frequency Visit Frequently was high 70% of visitors at Tully come in > one a week Many patrons are familiar with the libraries, know where they are going and visit for a specific reason.

7. SILICON VALLEY LIBRARIES Patrons visit to look for materials • When combined, information seeking purposes constituted more than 50% of stated primary purposes at Weekes only. Conversely, “looking for book to read” could be interpreted as entertainment-seeking behavior. • Maintain the tradition of supporting information-seeking behaviors, but recognize and expect new and changing behaviors.

8. SILICON VALLEY LIBRARIES Most visitors spent less than 30 minutes in the library • 93% spent less than 30 minutes • Most stayed for 21 to 30 minutes (37%) • Few inconsistencies existed over all ethnicities

9. SILICON VALLEY LIBRARIES Entrance Pathways & First Destinations at Alum Rock • Pathways differed according to entrance door used • Internet Café was the most popular first destination

10. SILICON VALLEY LIBRARIES Entrance Pathways & First Destinations at Tully Community • One main entrance • Internet Café remains a popular draw • Foreign Language Media emerged as a magnet for Asian American visitors at Tully • Position it closer to the front • Expand selection • Place a PAC computer in it, with instructions in Vietnamese for how to find similar items from other libraries

11. SILICON VALLEY LIBRARIES Entrance Pathways & First Destinations at Weekes • Even dispersion of first destinations here versus at new libraries • Circulation Desk emerged as most popular destination • Signal welcome to patrons – clean up counter clutter and design efficient workspaces both in back-office areas and customer-facing desks

12. SILICON VALLEY LIBRARIES Patrons visited Service desks, Computers and Books • Self-Service Points were frequently visited • Patrons were willing to perform basic functions independently

13. SILICON VALLEY LIBRARIES Average time in Macro-Sections varied across all libraries • The average time spent in each Macro-Section varied across libraries • Customize services and layouts at each library • “Flexible” designs could accommodate variations in the interests of patrons as the demographics of communities changes over time

14. SILICON VALLEY LIBRARIES Internet Café and Media shelves were Hot Spots at Alum Rock • Computers and Media shelves • All Purpose Computers • Adult Non-Fiction

15. SILICON VALLEY LIBRARIES Internet Café and Non-English Language Media were Hot Spots at Tully • Foreign Language Media • Internet Café • All Purpose Computers

16. SILICON VALLEY LIBRARIES The Circulation Desk, Children’s Computers and Open Tables were Hot Spots at Weekes • Circulation Desk – variety of services offered there, staff were positioned behind the desk • Children’s Computers • Open Tables

17. SILICON VALLEY LIBRARIES Dot Density Map of Alum Rock • Teens overtook computer areas – socializing, MySpace • The high concentration of Teenagers in any section with an Internet connection makes a strong case for adding more designated computer space for Teenagers.

18. SILICON VALLEY LIBRARIES Dot Density Map of Tully Community • Density of visitors in computer sections, especially Teens. • Group Study, Quiet Study and Teen Center were crowded. • Spaces with designated purposes were popular – expand these areas to allow more patrons to make use of them

19. SILICON VALLEY LIBRARIES Dot Density Map of Weekes • Public Computer were visited by patrons of all ages • Express Computers positioned near the entrance were also very popular • Public Computers in Children’s were crowded in visitors of any age. • Think about creating a brand for each different area, especially Children’s to give sections more definition • Use signage, fixtures to attract library users to areas appropriate for their ages

20. SILICON VALLEY LIBRARIES Patrons are frequent borrowers at all libraries • Tully Community led the way with its patrons borrowing at the highest frequently. • Books and other items available for check out remain a focus of a core group of users.

21. SILICON VALLEY LIBRARIES Directional, Collateral and Book Cover were viewed most often • New Format – Book Covers and Collateral • Weekes – Directional • New Format libraries – improve programming and community signage • Weekes – develop a hierarchy for signage and improve graphic design

22. SILICON VALLEY LIBRARIES Signage strategies in practice

23. SILICON VALLEY LIBRARIES Examples from the libraries

24. SILICON VALLEY LIBRARIES Examples from the libraries

25. SILICON VALLEY LIBRARIES Examples from the libraries

26. SILICON VALLEY LIBRARIES Customer assistance • Most incidents required staff assistance only – finding items and sections. • Approach visitors to ask if they have found everything they need. This simple method could alleviate some of the confusion experienced by library patrons.

27. SILICON VALLEY LIBRARIES Patrons were most confused about how to use the libraries • Patrons were confused about where to begin at the library. • Effective retailers or service companies such as banks often provide a list of services offered upon entry. This could be in the form of stand alone sign with a greeter or welcome desk assistant, or both. • Classes on “how to use the library” should be offered and communicated periodically.

28. SILICON VALLEY LIBRARIES Satisfaction with assistance was exceptionally high, overall • Overall, the evaluation of staff was extremely high, with over 90% of respondents describing their service as “good” or “very good.”

29. SILICON VALLEY LIBRARIES Recommendations for Library Staff and Librarians • Encourage library staff and librarians to proactively approach patrons. Try to get staff out from behind the information or circulation desks more frequently. • Encourage library staff to be more inquisitive with patrons about their needs. Don’t just ask if any assistance is needed – get specific. An individual might be reluctant to admit he is not sure about how to navigate the operations of the library or he might be embarrassed to share • Ask specific questions of patrons on the floor • New users could be offered an informal introduction to the libraries. • At Alum Rock and Tully Community, or in neighborhoods with a high percentage of immigrants, the library might offer full-library tours. • After ensuring that basic needs of newer users are met, teach these patrons about what other services are offered by the library. Services that are familiar to long-time library users might not be known to new users. • Suggested Reading Lists with excerpts or brief descriptions of each book might help. • Be sure to provide copies of all services in multiple languages, as well. • A take-home manual or welcome booklet in multiple languages might alleviate confusion or assist patrons who are reluctant to ask for help while in the library. This could be something sent out in the mail to community members as a way of promoting the libraries.

30. SILICON VALLEY LIBRARIES Recommendations for Library Staff and Librarians On a scale of 1 to 5, with 1 being “Very Poor” and 5 being “Very Good,” based on your experience in the library today, how would rate the following?

31. C O N C L U S I O N S

32. SILICON VALLEY LIBRARIES Top-Level Conclusions • The needs of library patrons are evolving. • Internet usage, media perusal, socializing in groups • Group interaction at computers • Self-service, self-navigation are important to them; help when they need it must be available • Libraries are local. • Highlight community members’ achievements • Tie programming into this effort • Some users need help using the libraries. Teach these visitors how to use the library. • Encourage outgoing behaviors among Librarians and Library Staff.

33. SILICON VALLEY LIBRARIES Library-Specific Recommendation – Weekes Branch • Signage needs improvement. Conduct a signage triage to eliminate extraneous signage throughout the branch. Develop a hierarchy for signage based on the hierarchy of information need by patrons. Specific improvements would include: • Eliminate extraneous signage such as dated wall posters • Clean up the clutter of signs and brochures (“collateral”) at the front desk • Design section signs that stand out from the walls • All signs could use an update design • Use fixtures (and signage) to “brand” the Adult and Children’s sections. • Along the same line, teenagers need a defined (and even isolated) space. • More computers and more versatile computers would be useful. • Librarians at Weekes need to emerge from behind the front desk more frequently. • More seating would be useful for patrons. There are only a few open tables at this branch, and the dot density maps reveal that they were popular locations. • The front desk should be redesigned to appear more welcome.

34. SILICON VALLEY LIBRARIES Library-Specific Recommendation – Alum Rock & Tully Community • Excellent signage execution, especially for directional signs. Turn attention to improvements that can be made to community information and programming signage in the libraries. • Teach staff to approach customers proactively. Customers who experience frustration won’t have a good experience • Future library designs should expand the space (and services) provided to teenagers and expand the space provided for patrons who require quiet study. The San Jose Libraries have created very useful areas that benefit all patrons by providing a sound-proof space for teenagers and a quiet study room for solitary users, but go even further by expanding those low- and high-noise level areas. Specifically, • Teen Rooms – more computers and computer fixtures should be designed for group interaction • Quiet Areas – a variety of furniture and fixtures to accommodate those who want to study, use computers or read leisurely.

35. CONTACT: • Lisa Rosenblum • lisa.rosenblum@hayward-ca.gov • Mary Nacu • mary.nacu@sjlibrary.org For further info on San Jose Public Libraries: http://www.sjlibrary.org/about/sjpl/sjway/index.htm