User Experience Design – Redirection Reduction
Palm Beach County Library System, Fla.
Innovation Synopsis
In January, 2014, the Palm Beach County Library System embarked on a project to improve user experience (UX) at all System locations. Our goal was to improve workflow between public service desks, decrease patron redirections, enhance staff skills, and spark increased interest in customer service.
Challenge/Opportunity
In February 2014, public service staff logged all user questions that either resulted in a redirection to another service desk or that staff could not satisfy. At the end of the two-week period, 490 users were redirected to Check Out Desks to renew, update or get another library card, which is equivalent to almost 13,000 redirects a year. The results showed that there were other “pain points” in service desk workflow that needed to be addressed. Armed with data collected from interactions with patrons, the UX Committee was given the opportunity to address each “pain point” with a specific resolution. Since the largest number of redirects was related to library card issues, we decided to tackle that first.
Key Elements of Innovation
Once the public service desk survey was completed, UX Committee members implemented the “See, Feel, Change” process to gain buy-in from administration, branch managers, and public service staff. All non-circulation staff were tasked with learning how to process new library cards, update existing library cards, renew materials, and assist patrons with paying fines online. Each UX Committee member became a liaison to 3-4 branches and along with the Training & Technical Assistance Supervisor (IT), site visits were held and questions were fielded in order to ensure a smooth transition to a new service model.
Achieved Outcomes
As of January 1, 2015, all public service desks offer users an enhanced experience simply by being able to provide them with more services without being redirected. From February to March, public service staff completed the same survey they used in 2014. Data showed an 88% reduction in library card redirections and informal patron feedback indicated that the project resulted in a more positive library experience. Important lessons learned from this process, as we move into phase II, were:
- To be flexible with deadlines – it’s more important for the staff to feel comfortable with new skills than to adhere to an arbitrary date; and
- To solicit staff feedback constantly to ensure that buy-in and the user experience actually improve.