Introduction

Steven PuttLibGuide: Guide to Patron Persons

Definition of Patron Personas; Role in Usability

Rachael Clark

What is a Patron Persona?

Personas are “...detailed descriptions of imaginary people constructed out of well-understood, highly specified data about real people.”Pruitt, J. S. and Adlin, T. (2006). The Persona Lifecycle. San Francisco: M. Kaufmann.

In Other Words…

"A persona is a fake person constructed with real user research data to represent a class of target users." McKay, E. (2011, June 8). Personas: Dead yet?. [Web blog comment]. Retrieved from http://www.uxdesignedge.com/2011/06/personas-dead-yet/

Personas & Usability

“…having a stationary target in a non-stationary world is a first step to creating a holistic, useful and

usable product."

Freydenson, Elan. (2002, March 12). Bringing your personas to life in real life. Retrieved from http://boxesandarrows.com/bringing-your-personas-to-life-in-real-life/

Know Your Audience

or

Put Faces on Users to Connect with Them.

Why is Usability Important?“On the Web, usability is a necessary condition for survival. If a website is difficult to use, people leave. If the homepage fails to clearly state what a company offers and what users can do on the site, people leave. If users get lost on a website, they leave. If a website's information is hard to read or doesn't answer users' key questions, they leave.”

Borrowed from: Jakob Nielsen’s Alertbox: January 4, 2012, Usability 101: Introduction to Usability

Who is using Personas? What are the Benefits?Cole Hudson Jim Van Loon

University of Colorado Boulder

•Objective: to understand needs and goals of IR users•Benefits: Helps build consensus on users and what they

want/need

Source: http://digitool.library.colostate.edu/R/?func=collections&collection_id=2382&local_base=GEN01-UCB

Microsoft Corporation

•Objective: to guide decisions for design & development of software products

•Benefits: Saves time on initial development and allows for necessary iteration to fully develop product

Source: http://www.flickr.com/photos/m-i-k-e/6020157534/sizes/l/in/photostream. Microsoft Store by Michael Kappel. CC BY-NC 2.0

NYU Libraries

•Objective: Understand needs of chat reference users•Benefits: Improved decision-making for redesign of Ask-A-

Librarian page

John Hopkins Libraries

•Objective: Guidance for discovery tool redesign•Benefits: Prioritize design and development; sort out

disagreements; evaluate designs

Source: https://wiki.library.jhu.edu/download/attachments/30752/UNAPersonas10062008.pdf

Liaisons & Personas

Damecia Donahue Steven Putt

LIAISONS & PERSONAS

LIAISONS & PERSONAS

LIAISONS & PERSONAS

INSTRUCTION

PRODUCTIVITY

INTERACTION

How are they created?What issues surround their

creation?Amelia Mowry Graham Hukill

Data Driven vs. Ad Hoc Personas

Data Driven Ad Hoc

• Attributes derived from data analysis

• Exposes “latent” characteristics of patrons, attributes emerge"...we don't so much 'make up' our personas as discover them as a byproduct of the investigation process." (1)

• Identifying gaps or ambiguity is critical"Gaps in these data are filled by supplemental research (...) and available literature." (1)

• Attributes are created based on personal experience and/or anecdotal evidence

• Can be based on known individuals or patrons

• Quicker, cheaper, easier

• Creates empathetic focus for known attributes"people can often mine their own extensive experiences to create effective Personas that bring home design points strongly and effectively." (2)

001110100 01000111 111001100

Creating Patron Personas

“...personas are about norms, not about exceptions." (1)

• Identify Goals of Personas• Gather Data• Analyze Data• Cluster and Identify Significant Attributes• Assign Attributes to Personas• “Reality Check”• Rinse and Repeat

Using Personas: Risks and Rewards

Ad hoc:

• Subjective, potential to find what you’re looking for.

• Cannot be sure if personas are representative of all your users.

Data driven:

• May be more convincing to skeptics.

• Requires more time, higher costs, and specialized skills.

Personas: An Ongoing Process

"The more you listen to your users, the better you are able to serve them. This is one of the

greatest challenges of applying user information. No one gets it 100-percent right the first time, and that's okay. Your goal is to have a process where you are continuously

listening, learning, and refining."

(Mulder, Steve, Ziv Yaar. The User is Always Right: A Practical Guide for Creating and Using Personas for the Web. Pg. 35-54,276-282. Berkely, Calif.: New Riders, 2007. Safari Books Online. Web. 6 Feb. 2013.)

Current Data / Future Data

Elliot Polak

Areas of Data

• Fulfillment: Circ, Searches, Clicks• Education: Abilities and Skills of users• Age, Gender, Location and Culture• Environment of Use• Key Activities at the library

Fulfillment – Circulation Jan-March 13’

Undergrad Student 44.6%47%

Grad Student 28.6%30%

Faculty/Research 10.5%11%

MeL Public Library Patron (unspe 2.6%3%

MeL Public Library Adult 2.6%3%

Internal 1.9%2%

Staff 1.7%2%

MeL Undergraduate Student 1.1%1%

Michicard 1.0%1%

MeL Academic Faculty/Staff 0.8%1%Circulation by Patron Type

Fulfillment – Checkouts Per User

• Undergrads 13724 * 4 / 17817 = 3.08 C/O per Under• Grads 8792 * 4 / 9116 = 3.857 C/O per Grad• Faculty 3236 *4 / 1783 =7.25 C/O per Faculty

Fulfillment - Reserves

Law Lib

rary R

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Purdy-K

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Librar

y Rese

rves

Law Lib

rary C

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rves

Undergrad

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Pharmacy

/Allie

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Undergrad

uate Lib

rary V

ideos P

erman

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Oaklan

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Librar

y Serv

ices C

enter

Reserve

s0

200

400

600

800

1000

1200

1400

1600

1800

2000

Total Circs of Reserve Items Jan-March 2013

Total Circs

Fulfillment – Database UsageTotal A-Z Database Clicks per Database

PubMed@Wayne JSTOR (Arts & Sciences I, II, III, IV, V, VI, VII, VIII, IX, X and XI Collections)

ProQuest Research Library ERIC Academic Onefile CINAHL plus with full text Web of Science UptoDate Online PsycINFO Lexis-Nexis Academic Universe Library literature & information science full text Proquest Multisearch AccessMedicine ScienceDirect WorldCat Communication and Mass Media Complete Business Source Complete Dissertations and theses - full text PubMed Central AccessPharmacy MLA bibliography EbscoHost online databases MEDLINE RIA Checkpoint PsycArticles Engineering village 2

Sociological Abstracts Library & information science abstracts Project Muse ERIC MEDLINEplus Cochrane Library ERIC America: history and life Social work abstracts OmniFile Full Text Select LEXIS-NEXIS Gale Virtual Reference Library Business Insights: Essentials Oxford English Dictionary Criminal Justice Periodicals Library, information science & technology abstracts FirstSearch (All FirstSearch databases) Social Services Abstracts SAE Digital Library Detroit free press Hein Online IEEE Xplore OVID Database Gateway Naxos Music Library Gale Opposing Viewpoints In Context Science citation indexAccessSurgery Wall Street Journal (current) Historical abstracts Health reference center academic Ebrary Ulrich's International Periodicals Directory Sage Journals Online New York Times Historical Full-Text CQ Researcher Education abstracts STAT!Ref Medline ArticleFirst Philosopher's Index EconLit Oxford music online Abstracts in Anthropology Journal citation reports MathSciNet GaleNet Biological abstracts SciFinder Theatre in Video African American Experience SpringerLINK Cch intelliconnectEdITLib Digital Library Art Abstracts Linguistics and Language Behavior Abstracts Library Press Display ACS Publications PAIS International New York times LegalTrac Worldwide political science abstracts ACM Digital Library Arts & humanities citation index American Bankruptcy Institute Campbell Collaboration AP Images Books in print Natural Standard New York Times General Onefile Child Care and Early Education Biography in Context Business knowledge research Detroit Free Press Historical Full-Text Essential Evidence Plus (formerly InfoRetriever with In-

foPOEMs)Exam Master Online Mergent FIS Online Index to legal periodicals

Micromedex healthcare series INSPEC Music index. Early English Books Online Literature resource center Ebscohost eBook Collection Proquest Congressional Book review index Gale literary databases 19th Century Masterfile AnthroSource CSA Illumina Databases Health & wellness resource center Maternity and infant care Education at a glance ACP Pier: The physicians' information and education resource

Physical Education Index OECD iLibrary Health and psychosocial instruments Scopus Gale business resources Oxford reference online. Premium Social Sciences Citation Index National Criminal Justice Reference Service Abstracts AGRICOLA Expanded academic ASAP

Art bibliographies modern ICLE online library GeoREF BioMed Central Safari Tech Books Online [database] Science.gov ProQuest Statistical Insight Compendex Chicago Tribune Historical Full-Text Westlaw (Public Access) Education resource organizations directory BNA Cancer Information Service Environmental health perspectives AudioCaseFiles Institute for the Study of Homelessness and Poverty at the Weingart Center

Foundation Directory Online Ethnic newswatch complete Digital Commons @ Wayne State University Royal Society Publications RILM abstracts of music literature Genetics home reference Alcohol studies database Latino American experience Health services and sciences research resources Mental Measurements Yearbook

Amica Art Library Environmental contaminants encyclopedia Knovel Library National Transportation Library Oxford Dictionary of National Biography ClinicalKey Lawschool.westlaw.com Reaxys Abstracts in social gerontology Yale Human Rights & Development Law Journal PLoS medicine InfoTrac Newsstand HeritageQuest Online Art Index Retrospective Digital Sanborn Maps American Osteopathic Association D.O. database Biography and genealogy master index Material safety data sheets Shepard's Citations General reference center gold LearningExpressLibrary USA.gov Computer Database Encyclopedia Americana Pew Hispanic Center PACER (Public Access to Court Electronic Records)TIME.com OCLC FirstSearch electronic collections online Tumor gene database Wall Street Journal Historical Full-Text Washington Post Historical Full-Text Courtroom Connect Video Electronic collections online Surveillance, epidemiology, and end results Gale's ready reference shelf Chronicle of Higher Education Urban studies abstracts Medical Letter BioOne Année philologique on the Internet Civil engineering database Congressional Publications Legal scholarship network Daily Life Through History Family studies abstracts MayoClinic.com ARTFL project, University of Chicago Camio Harrison's online Engineering Research Database ENGnetBASE Chicago Tribune.LLMC digital FIAF international film archive database Humanities & social sciences index retrospective,

1907-1984.Access, the supplementary index to periodicals online Healthfinder TestLink IOP Science Royal Society of Chemistry Dance Education Literature and Research descriptive

indexEighteenth Century Collections Online Race Relations Abstracts American periodicals series online, 1740-1900 Washington Post eHRAF World Cultures Images of America Artcyclopedia SIAM journals online Comprehensive Cancer Information Engineered Materials Abstracts Los Angeles Times Historical Full-Text ENVIROnetBASE Foundation Grants to Individuals Online History of Science, Technology and Medicine (HSTM) Washington Post American Indian Experience Columbia International Affairs Online

British humanities index Medical subject headings. AMA DoctorFinder Current index to legal periodicals Inter-University Consortium for Political and Social Research

CQ public affairs collection General businessfile ASAP Hispanic American periodicals index Detroit legal news. Oxford African American Studies Center SIRS Renaissance CABI Publishing Reader's Guide Retrospective Public Administration Abstracts Jane's Online FIRSTConsult Los Angeles Times Clinical practice guidelines National Library of Medicine World of Learning National Center for Health Statistics National Newspaper Abstracts World Factbook Hein-on-line: U.S. Federal Legislative Histories Library Current research at Wayne State University Accessible Archives

Environmental Health and Toxicology AIDSinfo Landmark Cases of the U.S. Supreme Court ContentsFirst American community survey Peace research abstracts Polling the nations HighlyCited.com CALI Making of America (University of Michigan) World almanac and book of facts Grolier online National Bureau of Economic Research working paper series

Database of Research on International Education Urban Institute Chilton Library TaxLinks Science Careers Left index. ChemIDplus IndexMaster arXiv.org e-Print archive Center for Research Libraries Nursing Resource Center Historical Statistics of the United States COS Pivot

ECS Digital Library Middle East Institute NTIS COS Funding Opportunities American society for microbiology journals ASCE Publications North American Free Trade Agreements Hein-on-line: U.S. Statutes at Large LibraryMusicSource Community of science services Kids infobits GreenFILE National Center for Biotechnology Information Brill's New Pauly Art images for college teaching Foreign Law Guide Clinical Trials.gov Canadian encyclopedia online Presidents of the United States Informe International Bureau of Fiscal Documentation Making of Modern Law: Legal Treatises 1800-1926 GPO monthly catalog United States Patent and Trademark Office. Patents Full-Text

AccessAnesthesiology Cell: a molecular approach

Japanese text initiative Welcome to the National Center for Education Statis-tics

CDC National Prevention Information Network HerbMed International Institute of Social History Environmental Law Reporter Stem cells and the future of regenerative medicine National Council of Teachers of English Making of modern law: U.S. Supreme Court records and briefs, 1832-1978

Merck Manual - Home Edition Pew Internet & American life project Associations Unlimited Dietary supplements labels database Iter bibliography Code of Federal Regulations World health report Jainism American Bibliography of Slavic and East European Studies

Collexis National guideline clearinghouse CDC wonder RePORTER Hand Press Book Database Kirk-Othmer encyclopedia of chemical technology NLM Drug Information Portal European Integration History Index

Dance in Video WorldTradeLaw.net Optical Society of America Index to Foreign Legal Periodicals Extreme weather sourcebook EISIL (Electronic Information System for International Law)

TOXNET Tests in Print Federal Research Division -- Library of Congress Clinical Alerts Federal Judicial Center Global Development Network United Nations Official Document System Colonial Williamsburg Foundation’s Digital Library Partnership for Higher Education in Africa Visual Resources Collection PILOTS: Published International Literature on Traumatic Stress

Contemporary Authors Frontline home page HIV InSite Dermatology image atlas Profiles in science Directory of Published Proceedings G8 Information Centre Orchestral Music Online Test reviews online

IRIS : WTO Reporter HelpingPatients.org (Partnership for prescription assistance)

HSTAT Human genome resources Theses Canada portal goENC.com Grand Rapids Press NLM gateway Carcinogenic potency database FREIDA online DIRLINE : Top American research universities Welcome to the United Nations Zentralblatt MATH. Entrez, the life sciences search engine Images from the History of Medicine Max Planck Institute for the Study of Societies Postsecondary Educational Institutions and Programs Index catalogue GeneTests IMF Publications Wired for books TOXLINE HazDat database Federal Reserve Board

Haz-Map DNA Patent Databases (DPD) Database of Genotypes and Phenotypes OSHA Regulations Household products database W.E. Upjohn Institute for Employment Research CCRIS--Chemical carcinogenesis research information system

DART: developmental and reproductive toxicology Henry Stewart Talks Index of Christian art Polymers: a property database Smart materials and structures USA Trade Online Mr. President SCIPIO: Art and Rare Book Sales/Auction Catalogs Dekker encyclopedia of nanoscience and nan-otechnology, second edition

WSU General Art Collection National association of counties NCI DIS 3D database GENE-TOX UN-HABITAT Online Mendelian inheritance in man FIS online Toxics release inventory HSDB--Hazardous substances data bank HyperStat Online

Tox Town National Organization for Rare Disorders, Inc. (NORD) Scribner Writers Online NLM LOCATORplus Presidential Recordings Program Index to Jewish Periodicals Gene Twayne's Writers Online WebWISER: Wireless Information System for Emergency Responders

Protein ITER: International Toxicity Estimates for Risk Unrepresented Nations and Peoples Organization Integrated risk information system International Committee of the Red Cross Iter Italicum GenBank ETS Online Research Library TOXMAP FDsys Nineteenth Century Collections Online Oxford Islamic Studies Online Index to Legal Periodicals Retrospective

Fulfillment – Article ILL’s

Medicine38%

Liberal Arts14%

Nursing9%

Pharmhealth8%

Education7%

Social Work6%

Engineering5%

None4%

Law3%

Lib Info Sci2%

DMC2%

Fine Perf Arts2%

Article ILL's by Department

Fulfillment – Book ILL’s

Liberal Arts23%

Biz School18%

Other - Not Listed (Indicate in Notes)14%

Undergraduate-General11%

Lib Info Sci7%

Engineering6%

Education6%

Fine Perf Arts5%

Medicine3%

Grad School2%

Law1%

Undecided Unkn1%

Social Work1%

Nursing1%

Book ILL's by Dept

Education – Student Origins• http://www.wayne.edu/facts/2012/students/new-undergrad.php

Education – Student Origins• http://www.collegeportraits.org/MI/WSU/characteristics

Education – Majors• http://www.collegeportraits.org/MI/WSU/degrees

Education – Computer Library Exp.• Computer Experience and Library Experience How students see themselves• Z:\Assessment\Surveys\2008 C&IT Survey\Comments• Z:\Assessment\Surveys\ECAR Survey

Age, Gender, Culture– Majors

Environment of Use – Interaction Type

• Desktop: approx. 4000 daily / majority of users, does include in-library use

• Mobile: approx.. 170 daily / far less, but constantly increasing usage

• In-Person: 500,000 in 2009, typically 3-5 times per week (Kresge survey).

Environment of Use – Mobile Users

Environment of Use - GeoLocation

Environment of Use - GeoLocation

Key Activities / Future Data

• Why do patrons come to the library– How do patrons currently use library resources– How would they like to use library resources

• Survey• Focus Group

Sample Personas

Damecia Donahue Alexandra Sarkozy

WSULS Draft Personas

• Joe• Rick• Megan• Faculty?

Process of Collaboration

Alexandra Sarkozy

Group Process

• Large group: decided tasks as a group, then divided into teams to accomplish work

• Solicited input from library staff- data sources and library needs

• LibGuide as content management repository for shared documents and resources

• Regular meetings to share work, make decisions, and create personas as a group

The End…

Thank You!Questions?