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@ned_potter
ETHNOGRAPHY + POSSIBILITIES
FOR LIBRARIES, ARCHIVES AND MUSEUMS
UX
University of York
At the University of York Library we’ve undertaken
several projects using UX techniques, which has given
us a hugely rich understanding of our users. It’s
increasingly embedded in our way of working. These
slides detail some of the techniques we’ve used.
You can read more about our ethnographic work on
the Lib-Innovation Blog: there’s a link at the end of
the presentation (as Slideshare doesn’t allowworking
links in the first fewslides online…).
TERMINOLOGY

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INTRODUCTION: A UX PRIMER
UX has
become an
IP
UMBRELLA
term to
cover a
suite of
techniques
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E
S
I
G
N
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expectations?
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The aim is to tweak the
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will tell you – but most
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that positively influence the
user day to day
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the core of concept development. This process
focuses on needfinding, understanding, creating,
thinking, and doing. At the core of this process is
a bias towards action and creation: by creating
and testing something, you can continue to learn
and improve upon your initial ideas.
“
Stanford Design School
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This document discusses using ethnographic techniques to understand user needs and behaviors in libraries, archives, and museums. It outlines 7 key ethnographic techniques including observation, interviews, cognitive mapping, and cultural probes. The goal is to gather insights that can be used to design small changes that improve the user experience. Examples are given of changes institutions have made based on ethnographic research, such as adjusting opening hours, adding signage and charging stations. The document encourages organizations to try these methods by starting with a specific space or user group and making changes quickly based on findings.

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Make changes
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monitor your users’
responses, and
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to fail.
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learn from
failure
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righting than to aim for perfection. Can your
users find their own way out of difficulties?
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Modern Human
PART THREE: UX-LED CHANGES

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Here are some examples of changes: tweaks to our
services at the University of York, informed or
supported by our three major UX projects since 2015.
We installed hot-drinking-water taps,
for those who prefer to drink hot
water during the winter months
We changed the opening hours of
one of our sites to 24hrs, because
students told us they were reluctant
to use it if it meant setting up all
their stuff and then having to move
at 10pm when it previously closed
We added white-boards to the
Postgrad areas to try and help
foster a sense of community.

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prototypespaper prototypinginterfaces
Mobile research smart or dumb?
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Why research lags behind the mobile explosion and what to do about it. Rethink research, rethink design, rethink methods and avoid putting online research on a phone - but create truly smart mobile research projects.

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Contextual Inquiry: How Ethnographic Research can Impact the UX of Your Website
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Ethnographic research methods like contextual inquiry were used to understand user experiences of the university library website. Contextual interviews were conducted with students, faculty, and staff, followed by interpretation sessions to analyze the data. This involved creating sequence models of user tasks, affinity diagrams to group themes, and personas. The goal was to gain insights into how users work in order to design services and a website that better meet their needs. Challenges included the time and resources required, but advantages were an in-depth understanding of users and their research processes to inform improvements.

uxacademic libraries
We bought blankets for all our sites.
It may not seem like much, but…
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Smart Campus: Some Pilots
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intelligent campusglasgowuniversity of glasgow
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The document provides guidance on running a Business Origami workshop to better understand users and map out systems or processes. Business Origami is a collaborative design thinking activity that uses paper cutouts to represent people, places, things, and their interactions. It helps visualize relationships and uncover pain points and opportunities for improvement. The document outlines workshop preparations, activities, and goals which include creating models of the ecosystem, identifying interactions and challenges, and gathering insights to inform further research. It also includes an example practice workshop focused on mapping employees' lunch habits.

business origamiuxux research
UX, ethnography and possibilities: for Libraries, Museums and Archives
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We changed the way our Flexible Loans system
works for the academic community, and data from
ethnographic fieldwork also fed into changes to the
catalogue front-end, and our reading list system
We changed the way we
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One of the most persistent factors limiting the impact of user research in business is that projects often stop with a cataloging findings and implications rather than generating opportunities that directly enable the findings. We’ve long heard the lament “Well, we got this report and it just sat there. We didn’t know what to do with it.” But design research (or ethnography, or user research, or whatever the term du jour may be) has also become standard practice, as opposed to something exceptional or innovative. That means that designers are increasingly involved in using contextual research to inform their design work. Courses at CHI and elsewhere have increased the ranks of designers and others who feel comfortable conducting user research. But analysis and synthesis is a more slippery skill set, and we see how easy it is for teams to ignore (more out of frustration than anything malicious) data that doesn’t immediately seem actionable. This course gives people the tools to take control over synthesis and ideation themselves by breaking it down into a manageable framework and process.

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Users do not always accurately describe what they mean or feel. There are many reasons for this, ranging from politeness to poor introspection, to lack of sufficient technical vocabulary. Fortunately, UX researchers have tools in their trade to deduce what was really meant. We call this UX Fracking, a mixed methods approach that is optimized for extracting hidden user insights. We will illustrate the dangers of inadequate, superficial research, and how this may lead to outcomes incapable of addressing the users’ core issues. We will explore ways to avoid these pitfalls by leveraging mixed research methods to test hypotheses about the users’ intent and needs. This starts with a thorough understanding of who the user is, their goals, and how they work today, to an approach that combines surveys, interviews, and comment analysis with behavioral observation, and finally, validating the newly discovered user insights with the users themselves.

uxuser experienceuserexperience
Examples of changes at other institutions include changing the
location of digital screens, to areas where they’ll be actually
engaged with by a larger number of people…
… or of identifying why supposedly quiet areas were still thought of
as noisy by users – solutions included oiling loud hinges on office
doors, and turning the volume down on self-issue machines…
Another HEI put in more printers, more signage (both
physical and digital) and a phone charging station. Again,
none of these changes are huge on their own, but…
THIS THIS THIS
THIS

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Impact your Library UX with Contextual Inquiry
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Updated to include audience responses and participation! Slides from Keynote Presentation by Janine Bowes. In this presentation Janine will explore the skills and attributes that an online teacher needs in the 21st century to stay on top of the game. In considering the past two decades of online learning, it is useful to note some underlying principles that are timeless but also to be open to new possibilities.

= a better user experience,
happier users
Often UX fieldwork can be
the evidence and trigger
required to make the
changes you’ve known
you want to do for a while…
FINALLY: NEXT STEPS
If you’d like to try this at your library, museum or archive
(or any other organisation) here’s a potential path forward:

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The document outlines an agenda and process for turning field research data into insights and solutions. It begins with exercises to synthesize observations from fieldwork into themes and opportunities. Participants then generate strategies and solutions to address ideation questions formulated from the opportunities. The goal is to practice connecting research findings to a range of potential business areas and solutions through collaborative, visual ideation techniques.

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uxuser experienceethnography
Design Thinking for the Masses: Creating a Culture of Empathy Across a Librar...
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Design thinking puts users at the forefront. It encourages us to practice empathy, observe our surroundings, question assumptions, and identify big problems. It then asks us to prototype and iterate on solutions. Inspired by the power of these concepts, University of Arizona Libraries initiated a library-wide design thinking project. This inclusive, collaborative effort guided strategic initiatives and put user experience in the minds of library employees at all levels. Presentation at Designing for Digital 2018 in Austin, Texas.

design thinkinguser experiencestrategic planning
1. Choose either a space or a demographic
1. Choose either a space or a demographic
2. Choose some ethnographic fieldwork to try
out. Behavioural Mapping is a good way to
start for space. Cognitive Mapping and
Interviews are good to do with a
demographic.
3. Practice on colleagues first!
1. Choose either a space or a demographic
2. Choose some ethnographic fieldwork to try
out. Behavioural Mapping is a good way to
start for space. Cognitive Mapping and
Interviews are good to do with a
demographic.
3. Practice on colleagues first!
4. Try to avoid going in trying to solve a
specific problem. Be led by the data.
1. Choose either a space or a demographic
2. Choose some ethnographic fieldwork to try
out. Behavioural Mapping is a good way to
start for space. Cognitive Mapping and
Interviews are good to do with a
demographic.
3. Practice on colleagues first!
4. Try to avoid going in trying to solve a
specific problem. Be led by the data.
5. As soon as you find something you can
change, design and implement the change
right away.

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A library social media manifesto | #VALA2022

My talk for the #VALA2022 conference in Melbourne. Watch the full video of it here: https://youtu.be/rkLFM2SddCM This is inended to apply to all sectors of librarianship, and is potentially relevant to all non-profits. Discussing purpose, personality, coordination, empathy and analytics - to refresh and re-energise your organisational social media and marketing. If you want to book a marketing or social media workshop for your organisation, get in touch at www.ned-potter.com

#vala202marketinglibraries
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Book Takeout and User-Docused DeliveryBook Takeout and User-Docused Delivery
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I gave this presentation at the NEFLIN Conference in June 2021. They asked me to talk about the University of York Library's response to the pandemic.

book takeawayuniversity of yorkyork library
Risks and rough edges: Building Genuine Relationships Through Library Social...
Risks and rough edges:  Building Genuine Relationships Through Library Social...Risks and rough edges:  Building Genuine Relationships Through Library Social...
Risks and rough edges: Building Genuine Relationships Through Library Social...

A presentation about University of York Library Social Media, delivered at the #LibSocMed online event organised by Royal Holloway University Library. Images are either CC0 pics or pictures by the library photographer Paul Shields.

social mediamarketing and advertisinginstagram
1. Choose either a space or a demographic
2. Choose some ethnographic fieldwork to try
out. Behavioural Mapping is a good way to
start for space. Cognitive Mapping and
Interviews are good to do with a
demographic.
3. Practice on colleagues first!
4. Try to avoid going in trying to solve a
specific problem. Be led by the data.
5. As soon as you find something you can
change, design and implement the change
right away.
6. Have fun!
SOME CREDITS
All photos are CC0 (sourced via
Pixabay & Pexels) except the
Touchstone Tour pic, courtesy of
Georgina Cronin and the Modern
Human design cards, taken by me.
Thanks to Andy Priestner, Jenny
Foster, Ingela Wahlgren and Carl
Barrow for their examples of UX-led
changes. Follow them on Twitter for
more good stuff!
Read more about UX at the
University of York Library
libinnovation.blogspot.co.uk
a structured introduction to UX:
ned-potter.com
chat to me on twitter: @ned_potter
THANKS FOR LISTENING!
Find out about the UXLibs Conference:
uxlib.org

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UX, ethnography and possibilities: for Libraries, Museums and Archives

  • 1. @ned_potter ETHNOGRAPHY + POSSIBILITIES FOR LIBRARIES, ARCHIVES AND MUSEUMS UX University of York
  • 2. At the University of York Library we’ve undertaken several projects using UX techniques, which has given us a hugely rich understanding of our users. It’s increasingly embedded in our way of working. These slides detail some of the techniques we’ve used.
  • 3. You can read more about our ethnographic work on the Lib-Innovation Blog: there’s a link at the end of the presentation (as Slideshare doesn’t allowworking links in the first fewslides online…).
  • 6. Ethnographic Museum Ethnographic Archive Ethnographic Library This is about using ethnography to observe users of libraries, archives and museums… TERMINOLOGY
  • 8. UX has become an IP UMBRELLA term to cover a suite of techniques that can be divided roughly into two parts: ethnography and design
  • 9. SIMPLY PUT Ethnographic techniques and observation lead to a deeper and more complex understanding of user needs and behaviour than traditional data gather methods normally allow. (Examples follow)
  • 10. Simply put, HUMAN CENTRED D E S I G N prioritises the end user, their needs, and their behaviour, at every stage of the design process, with an aim to making several small changes to improve the user experience…
  • 11. In recent years the User Experience in Libraries movement (UX) has spread from the US and Scandinavia to the UK
  • 16. Libraries are using UX to make an IMPACT on their users’ day to day lives
  • 17. What does all of this have to do with…
  • 18. What does all of this have to do with…
  • 24. 7 KEY ETHNOGRAPHIC TECHNIQUES Observation / Behavioural Mapping Unstructured and Semi-Structured Interviews Cognitive Mapping Touchstone Tours Love Letters / Breakup Letters Cultural Probes Graffiti Walls
  • 25. 1. Observation / Behavioural Mapping Note your users as they move through and interact with the space.
  • 26. 1. Observation / Behavioural Mapping Note your users as they move through and interact with the space. What are their paths? What do they see? What do they use? What do they ignore?
  • 27. 1. Observation / Behavioural Mapping
  • 28. 2. Unstructured/ Semi-Structured Interviews Interview your subject about their working / scholarly / cultural LIFE, not just the institution. Ask open questions, based on what they’re saying rather than based on a pre-prepared list.
  • 29. 2. Unstructured/ Semi-Structured Interviews For example ask not ‘what e-resources do you use?’ but ‘what’s your process when you’re set an assignment / job- hunting?’
  • 30. 2. Unstructured/ Semi-Structured Interviews For example ask not ‘what is your favourite part of the museum?’ but ‘how do museum visits fit in with your other cultural activities?’
  • 31. 3. Cognitive Maps A brilliant jumping off point for the interview is the Cognitive Map. Ask your subject to draw a map from memory.
  • 32. 3. Cognitive Maps The Cognitive Map can be of a building or space – but it can also be of a process, like researching their family tree, or completing a college assignment. They have 6 minutes to do this, changing colour of pen every 2 minutes.
  • 33. 3. Cognitive Maps Note what they put down first, what’s a last minute addition, what they leave out entirely. You can code this later. Then to introduce the unstructured or semi-structured interview, ask them to talk you through their map. Use what they tell you to inform your questions.
  • 37. 4. Touchstone Tours Rather than showing your users around, let them take YOU on a tour of the building (and record what they say). Does their understanding of processes, systems and the space match your expectations?
  • 38. 5. Love Letters / Break-up Letters Ask your users to write a letter to a collection or service (NOT a member of staff!) – either professing their love for, or breaking up with, that service. This seems very gimmicky and won’t work with everyone, but when it does work it really allows you to understand the emotion engendered by the user experiences
  • 39. 5. Love Letters / Break-up Letters
  • 40. 5. Love Letters / Break-up Letters
  • 41. 5. Love Letters / Break-up Letters
  • 42. 5. Love Letters / Break-up Letters
  • 43. 6. Cultural Probes Give your users the tools they need to take ethnography home with them – diary studies, a voice recorder, the chance to take pictures… Encourage them to record feelings, events and interactions.
  • 44. 7. Graffiti Walls Give your users a feedback mechanism which is quick, easy and interactive
  • 47. These methods for feedback gathering tend to reveal very in- depth and varied views, feelings and experiences
  • 48. The key is not to get stuck on the ethnography phase – the next step is to design changes to your service based on what you’ve learned.
  • 50. The aim is to tweak the service to make the user experience better. This may mean a small number of large changes – you never know what the data will tell you – but most often this will mean a large number of small changes that positively influence the user day to day
  • 51. The Design Thinking process first defines the problem and then implements the solutions, always with the needs of the user demographic at the core of concept development. This process focuses on needfinding, understanding, creating, thinking, and doing. At the core of this process is a bias towards action and creation: by creating and testing something, you can continue to learn and improve upon your initial ideas. “ Stanford Design School
  • 52. (In other words: it’s iterative. Rather than saving up your design tweaks for one huge change, go for a rapid- prototyping model…)
  • 53. Make changes early and often, monitor your users’ responses, and don’t be afraid to fail. Just make sure you record and learn from failure
  • 54. Perhaps it’s better to make something self- righting than to aim for perfection. Can your users find their own way out of difficulties?
  • 55. Use design techniques to help structureyour thinking Examples courtesy of Modern Human
  • 57. Here are some examples of changes: tweaks to our services at the University of York, informed or supported by our three major UX projects since 2015.
  • 58. We installed hot-drinking-water taps, for those who prefer to drink hot water during the winter months
  • 59. We changed the opening hours of one of our sites to 24hrs, because students told us they were reluctant to use it if it meant setting up all their stuff and then having to move at 10pm when it previously closed
  • 60. We added white-boards to the Postgrad areas to try and help foster a sense of community.
  • 61. We bought blankets for all our sites. It may not seem like much, but…
  • 62. We bought blankets for all our sites. It may not seem like much, but…
  • 67. We changed the way our Flexible Loans system works for the academic community, and data from ethnographic fieldwork also fed into changes to the catalogue front-end, and our reading list system
  • 68. We changed the way we communicate with our users
  • 69. Examples of changes at other institutions include changing the location of digital screens, to areas where they’ll be actually engaged with by a larger number of people…
  • 70. … or of identifying why supposedly quiet areas were still thought of as noisy by users – solutions included oiling loud hinges on office doors, and turning the volume down on self-issue machines…
  • 71. Another HEI put in more printers, more signage (both physical and digital) and a phone charging station. Again, none of these changes are huge on their own, but…
  • 73. = a better user experience, happier users
  • 74. Often UX fieldwork can be the evidence and trigger required to make the changes you’ve known you want to do for a while…
  • 76. If you’d like to try this at your library, museum or archive (or any other organisation) here’s a potential path forward:
  • 77. 1. Choose either a space or a demographic
  • 78. 1. Choose either a space or a demographic 2. Choose some ethnographic fieldwork to try out. Behavioural Mapping is a good way to start for space. Cognitive Mapping and Interviews are good to do with a demographic. 3. Practice on colleagues first!
  • 79. 1. Choose either a space or a demographic 2. Choose some ethnographic fieldwork to try out. Behavioural Mapping is a good way to start for space. Cognitive Mapping and Interviews are good to do with a demographic. 3. Practice on colleagues first! 4. Try to avoid going in trying to solve a specific problem. Be led by the data.
  • 80. 1. Choose either a space or a demographic 2. Choose some ethnographic fieldwork to try out. Behavioural Mapping is a good way to start for space. Cognitive Mapping and Interviews are good to do with a demographic. 3. Practice on colleagues first! 4. Try to avoid going in trying to solve a specific problem. Be led by the data. 5. As soon as you find something you can change, design and implement the change right away.
  • 81. 1. Choose either a space or a demographic 2. Choose some ethnographic fieldwork to try out. Behavioural Mapping is a good way to start for space. Cognitive Mapping and Interviews are good to do with a demographic. 3. Practice on colleagues first! 4. Try to avoid going in trying to solve a specific problem. Be led by the data. 5. As soon as you find something you can change, design and implement the change right away. 6. Have fun!
  • 82. SOME CREDITS All photos are CC0 (sourced via Pixabay & Pexels) except the Touchstone Tour pic, courtesy of Georgina Cronin and the Modern Human design cards, taken by me. Thanks to Andy Priestner, Jenny Foster, Ingela Wahlgren and Carl Barrow for their examples of UX-led changes. Follow them on Twitter for more good stuff!
  • 83. Read more about UX at the University of York Library libinnovation.blogspot.co.uk a structured introduction to UX: ned-potter.com chat to me on twitter: @ned_potter THANKS FOR LISTENING! Find out about the UXLibs Conference: uxlib.org