Using Service Design Thinking to Reinvent Acquisitions

Steven L. Sowell

Oregon State University Libraries

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Overview

  • Context
  • Service Design Thinking
    • Basic Concepts
    • Process
    • Toolkit
  • Activity
  • Learn More
  • Wrap-up

Acquisitions Institute at Timberline Lodge

5/20/2012

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Session goal: basic introduction to service design thinking, how it could be used with acquisitions, desire to learn more about service design and design thinking in order to try these approaches on problems in own environments.

Hoped to be further along, but…

Share what I learned about SDT.

Collections & Resource Sharing Now

Acquisitions Institute at Timberline Lodge

5/20/2012

Collection Development

Acquisitions

Interlibrary Loan

Circulation

Collection Maintenance

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First, some context.

My department (CRSD) was created in a re-alignment of library departments in the fall of 2010. My position new – arrived in July. Currently five units within department with some staff and responsibilities overlapping.

Collections & Resource Sharing Future

Acquisitions Institute at Timberline Lodge

5/20/2012

Resource Acquisition & Sharing

Collection Management

Circulation Services

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One of my tasks is to facilitate greater integration of the units. We are evolving to focus on 3 key functions.

Hope to see it happen in the next 6-12 months.

Old World

Acquisitions Institute at Timberline Lodge

5/20/2012

Use

    • Circulation

Discover

    • CUSTOMERS

Catalog

    • Cataloging

Acquire

    • Acquisitions

Select

    • Collection Development

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Focusing on acquisition:

In traditional flow: acquisitions was a key activity between selection and cataloging.

Customers=users=patrons

Traditional Acquisition Workflow

Acquisitions Institute at Timberline Lodge

5/20/2012

Request

Verify

Order

Receive/Process

Pay

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Within acquisitions, traditional workflow involved…

Evolving New World

Acquisitions Institute at Timberline Lodge

5/20/2012

Use

    • CUSTOMERS
    • Circulation

Acquire

    • Acquisitions

Select

    • CUSTOMERS

Discover

    • CUSTOMERS

Create Content Portfolio

    • Collection Development
    • Cataloging

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With new options like PDA and POD, re-ordering and more points of direct customer involvement.

Evolving Acquisition Workflow

Acquisitions Institute at Timberline Lodge

5/20/2012

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What should be our workflow in response and to take advantage of new opportunities and meet needs of customers?

Acquisitions as a Public Service

Acquisitions Institute at Timberline Lodge

5/20/2012

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Key philosophical stance. While continue to be backroom functions, key drivers in acquisitions - direct interaction with customers

With greater direct involvement of customers, more and more is acquisitions like other public services. In looking at approaches to developing organization, discovered service design and service design thinking. Seems a valuable, useful approach. Share what I’ve been learning in order to encourage you to consider it, too.

I began as a reference librarian – want staff to experience great pleasure that reference librarians get

Image: Flickr: bloomsburys

Service Design Thinking

  • What is it?
    • A systematic approach to problem solving based on a deep understanding of the customers and their needs.
  • Some key concepts
  • “Touchpoints”
  • Potential barriers

Acquisitions Institute at Timberline Lodge

5/20/2012

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Define SDT: new field with evolving definition. I like this composite definition from Ogilvie: systematic approach to problem solving that (Bell) First develop deep understanding of users and their problems before developing thoughtful and creative solutions.

5 Principles of Service Design Thinking: User-Centered, Co-creative, Sequencing, Evidencing, Holistic

Key concepts: generating multiple solutions, rapid prototyping to test, stress on learning

Touchpoints

Service design focuses on human interactions at “touchpoints” those spots at which users intersect with other people or the environment (physical and/or virtual) Examples: buildings, signs, forms, website, staff at service desks

Potential barriers: Requires perspective of user rather than service provider; process may reveal problems with an expectation to remedy.

Service Design Thinking Stages

Stickdorn

Liedtka &Ogilvie

Acquisitions Institute at Timberline Lodge

5/20/2012

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Core of SDT is process focusing on deep understanding of current environment and problem before developing solutions.

Several models of service design with three or more stages:

Tim Brown from IDEO: Inspiration, ideation, implementation

Stickdorn, from design background

Liedtka & Ogilvie from business perspective

All stress iterative process, deep understanding of current, development of manyh ideas to quickly test and learn from, involvement of customer and other stakeholders (co-creation).

Library Examples

Acquisitions Institute at Timberline Lodge

5/20/2012

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SDT not new idea in libraries.

Steven Bell’s blog, “Designing Better Libraries”

Many examples, particularly in public services, space, that have made use of service design tools such as those used at University of Rochester’s Studying Students.

Steven Bell’s blog since 2007.

Tools used in many projects, particularly space, like U. Rochester

Service Design Thinking Toolbox

  • Create & Reflect
    • What If…
    • Storyboards
    • Service Prototypes
  • Explore
    • Stakeholder Maps
    • Service Safaris
    • Customer Journey Maps
    • Contextual Interviews
    • Cultural Probes
    • Personas
  • Implement
    • Storytelling
    • Service Blueprints
    • Service Roleplay

Acquisitions Institute at Timberline Lodge

5/20/2012

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Large number of tools (one text [This is SDT] identified 25 to use at different stages). Here are some examples. Highlight a few of these, may recognize from use in other situations:

Importance of visualization; Many tools visual

Advantages of visual: makes customers more human & real; tangible & concrete; text more open to misinterpretation than visual; less mismatch of mental models.

Since time short, now focus on two tools that we will use in the activity, 1 is for exploration, 1 for creation

Customer Journey Map

Acquisitions Institute at Timberline Lodge

5/20/2012

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It is a structured visualization of service user’s experience; focus on ‘touchpoints’; construct ‘journey’ of service details and user’s feelings

Why? It provides a high level overview of factors affecting user experience; ID problems (‘pain points’) and opportunities for innovation; can break experience into smaller chunks for analysis

(Explain image: includes what customer is feeling at each touchpoint)

Activity: 1 side will focus on identifying touchpoints as first step in constructing a customer journey map.

Image from Flickr: GetAmbITion

What If…

Acquisitions Institute at Timberline Lodge

5/20/2012

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What If… question posed to prompt exploration ; often effective way to isolate and analyze key components from which service is designed; how service would adapt to potential future problem; focus attention on what is right and what can do better.

Activity: 1 side will examine a scenario posed by Brian Mathews in his recent white paper, “Think Like a Startup.”

Image: Flickr: elycefeliz

Activity Instructions

  • Group A

Customer Journey Map

Brainstorm “touchpoints” for a customer who wants to discover, access, and use an e-book.

  • Group B

What If…

“the Office of Research managed campus-wide electronic database subscriptions and on-demand access to digital scholarly materials?”

Acquisitions Institute at Timberline Lodge

5/20/2012

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Think-Pair-Share

Think and jot on post-its (1 minute)

Share with 1-2 others: share, clarify, develop joint response, combo or something inspired (3-4 minutes)

Share 1 example from each side with total group

Collect post-its and post for viewing later and ongoing discussion

Want to Learn More?

  • Bell, Steven J. “Design Thinking.” American Libraries 39(1/2): 44-49, 2008.
  • Brown, Tim. Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. HarperCollins, 2009.
  • Liedtka, Jeanne and Tim Ogilvie. Designing for Growth: A Design Thinking Toolkit for Managers. Columbia UP, 2011.
  • Stickdorn, Marc and Jakob Schneider. This Is Service Design Thinking. Wiley, 2011.
  • Other references and image credits available on request.

Acquisitions Institute at Timberline Lodge

5/20/2012

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Questions?

Steven L. Sowell

Head, Collections & Resource Sharing

Oregon State University Libraries

121 The Valley Library

Corvallis, OR 97331

steven.sowell@oregonstate.edu

Acquisitions Institute at Timberline Lodge

5/20/2012

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Wrap-up

Hopefully met goal and you want to learn more about applying SDT to acquisitions and other library activities.

Questions?

Using Service Design Thinking to Reinvent Acquisitions.pptx - Google Slides