Ways to Go About It:
1. Structural path-create a better experience by improving ease of use. Navigation does not get in the way.
- building experiences. Strategy->scope->structure->skeleton->surface
- uncover (the customer need)->define the experience brief (what will the customer experience be?)->ideate (immerse yourself in the experience->then build and design it
- getting real, by 37signals.com goal is speed and getting product out to public-->fine tuning should be done by customers--they say write a one page story about what your customers need to do on your site. Make it simple.
Look at your site with critical eyes think about the potholes (what makes people stumble and remove it) Big goal: Don't make me think. Customer doesn't want to think about how it functions, if they are forced to do it, you have failed.
2. Community Path: how does it provide positive experiences: a memorable experience created by online participation and community. Digital community experience- customer reviews and ability to rate those reviews. Amazon has done this, a digital community experience. There are five ways to do this:
- real conversation is taking place-commenting on blogs, twitter, online forum, flickr --patrons holding conversations with us, allowing customers to connect with you the librarian and each other. Setting up book clubs on the blog.
- invitation: passive and active. Active--asking questions--what's in your top five-you say yours and invite them to add theirs. Passive--content enablers making content compelling and displayed well, creating compelling content - making it interesting and web 2.0 enablers-allowing commenting and moderate promptly.
- participation--other part of invitation point-if you have no participation you have no community online. Allow comments. Goal is to participate in the discussion. Share thoughts and opinions. I want you to add your thoughts, I want to hear what you are saying!
- sense of familiarity--you feel like you know someone because you have 'befriended' them on blogs, twitter, flickr, etc. introduce patrons to library's 'personality'.
- telling our stories--people want to know who you are as an individual as an organization, do you like using your library and what shortcuts you take when using it. People want to participate in the story --they want to feel like they are part of it. See that a lot in Second Life. You can do that online in social networks. For example, Katrina hurricane, people told their stories as it developed. Patrons want to do this. Library stories: what you've read, what you liked, what you are doing. Twitter for the library--
- goal is to hold conversations and connect with community
- focus on the customer path. - customer journey mapping