Design audit for Hillingdon public libraries

GROUP 10 YoonKyung Hong Panupong Likhitkhajorn Akshara Manohar Areum Park Polpat Soponsakulrat KuanYing Tu

DM 5552 Group Assignment

Research Framework Selection of Organization Exploratory Research Define Aim Formulate 6 Key Research Questions Selection of Research Methodology Analysis of Key Findings Competitor Analysis Recommendations

Hillingdon Libraries

How??

Visited some Hillingdon Libraries

Uxbridge Library (Temporary site)

Exploratory Research

West Drayton Library

Botwell Green Library

Why??

Current trend to privatize libraries

To protect the existence of libraries

Hillingdon Council invested in their libraries and done refurbishment recently

BBC NEWS (2012) ‘Are Libraries a Priority in a Downturn?’, BBC NEWS, (6th January) [Online] Flood, A. (2012) ‘UK Lost More than 200 Libraries in 2012’, The Guardian (10th December) [Online]

17 Libraries in Hillingdon Northwood Harefield Northwood Hill

Eastcote Manor Farm

Ruislip Manor

Ickenham South Ruislip Uxbridge Oak Farm

Charville

Hayes End

Yeading

Yiewsley Botwell Green West Drayton

Harlington

In depth Exploratory Research

Defining our aim:

Understanding the internal organizational culture

Evaluating scope of design

Identifying gaps in delivering user experience

AIM

Explore/Identify processes to improve service and maximize satisfaction for users by employing design thinking, internally within the organization as well as externally by exploiting all possible touch points

Key Research Questions

Question 1

• What is the scope and effectiveness of the design in the organization?

Question 2

• How does the organization use visual elements to communicate Brand Image?

Question 3

• What is the intended user experience the organization hopes to provide and is that in coherence with the actual customer experience?

Question 4

• How does the organization use design in formulating profit model/financial strategy?

Question 5

• How does the organization structure influence communication within the internal team?

Question 6

• What is the perception of design and innovation in terms of intangible aspects within the organization?

Research Methodology Primary Research Secondary Research

Triangulation Observation (Shadowing)

Literature Review

Field Visit Case Studies (Qualitative)

Interviews

(Quantitative)

Questionnaire

Competitor Analysis

(Open-ended and Closed-ended)

Dr Choi, Y. (2013) Week 4 Data Collection, Lecture, Design and Branding Strategy and Design Strategy and Innovation, Brunel University.

Bell, J. (2010) Doing Your Research Project, 5th edn, Berkshire: Open University Press, pp. 141-142

Aim, Questions, Method and Data Analysis tools

Aim

Questions

Methods

Tools

Q1: What is the scope and effectiveness of the design in the organization?

In depth interview Observation Literature review

Design wave theory

Q2: How does the organization use visual elements to communicate Brand Image?

Questionnaire survey Observation Literature review

Historical comparative analysis

Q3: The intended user and the Customer Journey?

Questionnaire survey Observation In depth interview

Self analysis SWOT

Q4: The perception of design and innovation in terms of intangible?

In depth interview Observation

Design management model

Q5: How does the organization use design in formulating profit model/ financial strategy?

In depth interview

Ten types of innovation

Q6: How does the organization structure influence communication within the internal team?

Participatory observation In depth interview Literature review

Research Findings

Ten types of Innovation

Configuration Profit model

Network

Structure

Process

Product Performance

Offering Product System

Service

Experience

Channel

Brand

Customer Engagement

Keeley, Pikkel, Quinn and Walters (2013) Ten Types of Innovation: The Discipline of Building Breakthroughs. Hoboken: John Wiley & Sons

Question 1

What is the scope and effectiveness of the design in the organization?

Design Activities Audit How Hillingdon Library uses Design

Visual Identity

Service Design

§ Interior Design § Branding Communication

§ Customer Journey § Facilities Offered

§ External Communication

§ User Experience

§ Staff Uniform

§ Staff Attitude

§ Signage Design

Cooper, R. (200???) The Design Agenda, table 6.2 Topailian’s Checklist, pp. 204

Internally § Organization Structure § Communication Model § Organization Culture § Core Value

Effectiveness of Design Design effectiveness can be measure by financial and non-financial aspect

Measuring Design Effectiveness

Financial Measure

Non Financial Measure

The companies turn over against § Customer satisfaction § Investment § Staff morale and innovation § Market penetration

Hillingdon Libraries has been using design effectively Borja De Mozota, B. (2003) Design Management, pp. 55

Question 2

How does the organization use visual elements to communicate Brand Image?

Brand

Historical Comparative Analysis 1976

1983

1985

2000

2014

2007

PROJECT START

DECIDE TO DEVELOP THE LIBRARY

8 Million Fund for refurbishment § Finished first refurbishment § (Ruislip Manor) § Launch E-book Service §

OPAC

(Use computer to improve service)

CREATE DATA BASE SYSTEM (Software)

JOIN WITH HEALTHY HILLINGDON

Create Healthy Indoor Events § Create Website §

§ §

FINISH REFURBISHMENT

‘Book up’ Program Visitor Increase 50%

2011 AWARD WINNING LIBRARY

Brand

Design: A goal directed problem solving activity

Brand

Cooper, R. and Press, M. The Design Agenda pp. 16, 45 and pp.204 table 6.2 Topalian’s Checklist for Design Audit

Work Environment Audit

The effective utilization of space and the uniformity in the interior design in all the 17 libraries in the Hillingdon borough helps the organization to deliver a consistent user experience Cooper, R. and Press, M. The Design Agenda, pp.204 table 6.2 Topalian’s Checklist for Design Audit

Brand

Visual Identification Audit

Through visual elements of design the organization has managed to achieve a considerable level of professionalism and sophistication that enriches the consumer experience

Brand

Question 3

Network

What is the intended user experience the organization hopes to provide and is that in coherence with the actual Customer Journey?

Service Channel

Intended Service

Hillingdon Library aims to deliver personal one on one service rather than being commercialized

Network

“Creating home away from home�

Service

Integrating and communicating the needs of the council that eventually aims to improve the quality of lives of the residents

SWOT STRENGTH • • • • • • •

Accessibility (Inclusive design) Brand identity Atmosphere Quality of service Staff attitude Cleanliness Free membership

• Locker room for staff • Create awareness about website • More scope for facilities • Update book collection • Understanding the use of design

OPPORTUNITY

WEAKNESS • • • • • • •

Fine system Technology improvements Noise pollution Events for all age groups Facilities for babies Lack of quite study area Lack of electricity outlets

• Limited funding • Extinction of libraries • Scale and strength of private libraries • Strengths of school and university libraries

THREAT

Service

Innovative Activities

Network

Home library

Mobile Library

Conventional Library

Channel

Online Library

Innovative Activities Events

Collaboration Network

§ Schools § Home schooling § Nursery to run events § Age UK

Channel

Incentives § Certification

§ Discount for parking § Store discount § Differentiated fine system

Question 4 Profit Model

How does the organization use design in formulating profit model/financial strategy?

Design Funding Audit Profit Model

Profits from cafe

Book sale

Collaborative activities with residents

Profits from renting out space

Received 8 million pounds from NOF

Cooper, R. and Press, M. The Design Agenda, pp.204 table 6.2 Topalian’s Checklist for Design Audit

Question 5

Structure

How does the organization structure influence communication within the internal team?

Organization Structure Relationship between communication model and organization structure

Structure

Email

17 Libraries

17 Managers

Internal Website

17 Assistance Managers

Staff

Organization Structure The organization has adapted an open communication model that exhibits high level of transparency. This proves to boast employee morale and helps foster a sense of belonging that in turn maximizes staff performance.

Structure Communication within the organization § Emails § Telephones (Speed dial)

Communication within the team

§ Regular direct meetings § Staff diaries

§ Meetings § Manager’s diaries § Website

Relationship between Employee Perception and Brand Value (Directly Promotional) Family Structure

Friend

Acquaintance

Job

Rational Boult, J. (2013) Branding innovation‌

= Hillingdon Library

Emotional

Question 6

What is the perception of design and innovation in terms of intangible aspects within the organization?

Innovation Self Analysis Tool

Network

Service Channel

Innovation Management Model

Identity Ideas

• Evaluate ideas

Concept Validation

• Determine Investment

Demo plan

• Make plan

Customer Validation

Growth Plan

• Create customer value

• Plan further developm ent.

• Learn from metrics Intelligence Customer Marketing Research

Develop

[Internet] Innovation Process Tool, www.innovation-management.org/managing -change-and-innovation.html

Comparative Analysis

Competitors Hillingdon vs Westmister (Public)

Hillingdon vs The London (Private)

They are both: § The public libraries of council § Operating under limited budget § Same target segment (The local residents) § Several libraries as an union § Similar services offered

The London library offers some luxurious services that the public library could possibly adapt to their current service system.

Hillingdon Library & Westminster Library Reference Library Visual Impairment

Music Library Wheelchair Impairment

Chinese Library Regular Libraries

Hearing Impairment

Regular Libraries

Hillingdon Libraries

Home Library Online Service Events & Activities Mobile Library

Hearing Impairment

Disability Facilities

Library Categories

Service

Wheelchair Impairment

Westminster Library

Number

Corporate Identity

Home Library Online Service Events & Activities Mobile Library Business Information Self check Machine

17

13

Coherence

Incoherence

Hillingdon Library & The London Library Email Fax

Free

Phone None

Posting online

Individual membership ÂŁ460 annually

Membership

No private spaces

Attractive reading room and individual study spaces

None

Available

User Space

Book reservation Children Area

Hillingdon Libraries

The London Library

Fines Resources ÂŁ0.60 per day per book

No fines

Refreshment & Food

Available

Prohibited in some area of the library

Store

None

No resources for university student

The London Library Magazine Souvenir

One million volumes, and with 8,000 new books added annually

Comparative Service Design

Hillingdon Library

Brand

Technology

The London Library

Accessibility

Environment Design Westminster Library

Recommendation Hillingdon libraries serve as a source of community pride and a gathering place for activities. Even though many people may not use their library, it remains a positive entity in the minds of most.

Value of design is undermined and needs transformation from being project based to being more tactical There is a lot of scope for Hillingdon Libraries to improve technologically for instance, automated printing, kiosks for returning books Outbound communication could easily turn libraries into an effective communication channel that helps communicate brand identity better and inculcate community living Libraries are not just a place to study anymore and there is much untapped potential when pursued would be beneficial Innovative activities to engage all age groups Signage system could be more obvious and easily understandable

The tone of the library is very flat, can be more appealing

Thank you

14th Nov Pam Yarrow Louise Kerrane

Kate Smiths

Agata Kawalsk

Chris-ne Etherngton

References