Branding various sections of your website differently (YA vs. adult), even with different URLs
Use your logo as a brand and put it on everything (create an emotional connection)
university had contests to have poster people for READ posters – during NLW, students put their name in to a drawing to be a READ poster! putting pictures on Flickr – athletes, student association presidents, in/famous alumni
Getting ALA involved with all libraries using the same brand in addition to a local one – a recognizable, universal brand
Pepsi can has an ad for fireworks at Navy Pier this summer – wouldn’t it be great to have a similar ad for summer reading for libraries
– Alane mentioned to talking Pat Martin here in Chicago; LitLamp.com

how do you find and get activist users?
Stephen: piss them off
do something controversial
get on their radar
get out in your community and talk about yourself – what you have, what you can do for them, and what they would like to see done
it’s a dialogue
maybe the question is what’s missing from your community, not what do you want from your library; otherwise you find out what you already know
having scheduled and unscheduled events held in the library; collaborating with other organizations
“open space technology;” a self-organizing system for an unconference
go try it out, go where the users are, get your content out there – MySpace, Flickr, Wikipedia (two people in the room have Wikipedia entries for their libraries)
could have a blog where you encourage feedback – turn on comments!
what can you learn from what people hate about your system?
can gain trust through competence or through a track record of listening
if you solicit the feedback, you have to be prepared to act on it (or don’t ask for it)
incorporate users into decision-making committees and groups
creating an opportunity for the library to document community activities
don’t dumb down your computers – make them like they are at home; make them look like that, too
have events that aren’t traditionally associated with libraries (like gaming) – UIUC just had their first gaming night! trying to start a gaming archive – students and faculty are willing to contribute!
need to discuss within Illinois how we create a brand that is bigger than one campus (CARLI) – can ALA help with this? present a universal branding piece to CARLI
get out of your four walls and find the people that aren’t coming in to your library; don’t just survey the people that are using your services

if we raise the bar for the haves, does it help or hurt the have-nots?

you get the audience you market to

how would the brand for an offline thing be different from the online version?

can think of the website as a separate branch; users can act differently there and do different things there

Alane: when people are on the web looking, they aren’t looking for you; they’re looking for an answer; don’t focus on the structure – focus on the answer
can bring them back in after you give them the answer
why isn’t the library listed on the local health info site?
Stephen: those libraries that have successful virtual sites have staffed it separately, not as an add-on to existing jobs

Nike on the web is very different from Nike the store; Crate & Barrel is the same, though
Barnes & Noble site came up at the same time as Amazon, but wasn’t successful because just transferred physical to online and didn’t add anything

comment from someone who likes American Libraries online better than the print version

analogy of how newspapers used to look like print counterparts but have since changed – no longer look at all like print

might want to be looking at local and community brands as our models rather than global, commercial presences
do you know what the most popular websites are in your community? why do they work or not work?
create local attachments and presence

User: Edward Vielmetti

a yearlong journey of being a patron at Ann Arbor District Library (Michigan)
got sucked into all of this about a year ago when he sent a message to the suggestion box at AADL (about RSS)
realized the staff was reading his blog, which changed his relationship with them
Eli asked Ed to be on the tech advisory board (which has met once, just before they launched the new catalog)

noted that you as a patron can easily add a comment that shows up on the Library’s homepage; was the first hint that the staff was engaging with users
had a past embezzlement issue and were strapped for cash 10 years ago
the change became apparent when they rolled out the new catalog
Ed typically gets about 100 visitors a day to his blog; he started posting some stuff about the Library; some folks would start talking to Ed on his blog about the Library – Eli would then respond in the comments
the discussion continues online on the Library’s website, making it the center of its own community
staff can make changes now that they’re no longer on 10–year old code; they can try things out quickly because they’re no longer completely dependent on the vendor’s release cycle
this represented a shift with how Ed related to his Library
now he’s checking out way more books than he can read! made him realize he wants NetFlix for books – wants the next one ready, but only needs 5–6 out at a time; the novelty of new items would make him return books (AADL is thinking about this)

Ed’s RSS experiments:
displayed his holds RSS feed on his blog in a Rube-Goldberg-like process
– lasted about a month; got comments from people doing reader’s advisory and socializing over them; for security reasons, the URL changed every time he made changes, so it wasn’t quite the right implementation; but it got people thinking that maybe the library is a place for people to share info about what they’re interested in reading, sharing, etc.
– almost never finds a book to read by searching in the catalog; the blank catalog box (search) isn’t as good a search box for any given query as Google – it’s not as rich a resource so almost never types query on library’s catalog first
– showed FireFox plugin to search the AADL catalog; it was written by a local high school student
– that’s the kind of innovation that got Ed excited to do things on his own because the Library now had a system he could play with

started the Superpatron blog
– has about 300 subscribers now! peak day when linked from Google blog was about 800 hits that day

before Library switched to new catalog, data was on library pages that were hard to deal with (as a programmer, as a user)
after, the Library became a data point on the network that you no longer have to start at; noted LibraryLookup as a first example; showed a GreaseMonkey script that puts library availability right on Amazon’s screen (including due date); esoteric, but really cool!
showed a title available on Amazon for 32cents – is he really going to ILL it??
it’s no longer an active search choice for Ed to find out if his Library has a particular item – it’s just there
can add the GreaseMonkey scripts on your own in-house computers, although that does open some security concerns
showed Book Burro plugin, too
Ed then did the same thing for Google Book Search (spent just an evening working on it)
– libraries don’t buy ads, so not all titles in GBS link to the library; Ed: “what a shame – you should buy some ads”
local users go to IMDB rather than the library’s catalog to look up DVDs, so Ed made a GreaseMonkey script to show AADL availability along with existing NetFlix, etc. links (just does a title search into the catalog)
it assumes an infrastructure and a set of knowledge you can’t assume your patrons have, but Ed and someone else who can build these things themselves that are then useful to other people, too
if you look at where innovation happens in libraries, and it’s exciting to see some of it happening not from library staff or vendors, but happening from patrons; key to that is having systems that appeal to the fractional percentages of your user population that knows how to write code & being able to find and connect with them on a human level; seed them with ideas about what could be done; this discovery process was looking things up, asking people, and finding code to reuse

about “making sense,” not about turning himself into a professional coder who wrote six lines at a time for the library

AADL has a “free space” that any person can rent for free up to 4 times a year as long as you don’t charge a fee, etc. (few constraints)
every Thursday, Ed has organized a lunch date to keep up with folks in town, and in December, it coincided with his birthday so he held it at the Library in the free space; didn’t tell the Library
one of the things he learned is that whenever you throw a party like that, you need to have chocolate – smuggled it in and even the librarians ate it (which Ed brought with him!)

since then, having been invovled with this stuff, he discovered things the Library is doing and he doesn’t have to keep reinventing stuff
there isn’t one big library story (that tells the 50 great things your library is doing) because the stories go everywhere and in directions
automated software makes booking the rooms easy
have “Picture Ann Arbor” photos collection; didn’t get rights to reuse the pictures, which was a shame; library staff will scan in the pictures for you at the Library to add them to the collection; here’s the library collecting online (as opposed to paper being stuck in a vertical file somewhere)

talked about AADL’s gaming tournaments; showing DVD clips as trailers at the movie theater
don’t force people to come into the library to find out about things
AADL staples flyers to poles downtown; the advertising is out on the street, too

noted Josie Parker, the director, is talking directly to patrons via a blog; solicits lots of comments; gives a sense of “library director as civic leader;” lets the director become part of the community and reach the community that is online

where things stand right now:
renewed a book this morning, but recently held “Library Camp” – took 5 months to plan and 1 meeting; held at AADL; had about 30 people attend daylong session; patrons AND academic and public librarians, plus some library school graduates who weren’t necessarily librarians; explained what an “unconference” is
didn’t have a plan, although they did do planning; the Library was great about doing it; was refreshing to talk about libraries in a library – could look around you and see what you were discussing
two groups – techies who read books a lot and use the computers way too much but were struggling with their digital collections; noted gulf between techies and non-techies (both for librarians and patrons)
talked about innovations for the OPAC and how much are our vendors standing in the way of our progress

one of the things that challenges patrons so much is that they just don’t know what’s there or available; a lot of library services are opaque – it’s not clear where you find them, don’t know about them unless someone tells you about them; awareness is a huge issue
AADL advertises story time to local parents mailing list

question: academic library that forces users to go different places to do different things (copying, etc.); how irritating is it when a library computer is deliberately broken
Ed: a friend of his said this is the only place I know of where the computer is less functional with the library catalog than it is at home!

question: in a public library, have all age groups so have to control what happens where
Ed: was perplexed that libraries require kids to get signatures to use internet computers; his kids aren’t at a good age to answer this, and they do all of their computing at home

question: each subsequent plugin raises the complexity for what patrons have to install – how can we package these and make it easier for patrons?
Ed: for any given system, you could package them all to make them easier to install; it’s complicated, but not hard – would have to find someone to help with this

question: how tie this into more than just one browser?
Ed: browser development is moving towards more of this

Ed: “either you’re more demanding of the vendor or you give up on them; Innovative has no user group for patrons”

question: used to ask vendors how many field tested products on students? it was always on the librarians
Ed: AADL tested users who came into the Library, which is a subset, but is still useful

question: trust is a two-way street; have to win librarians’ trust, too
Ed: say nice things about them

Ed: I hear about these 6–month and year-long implementation cycles and it’s awful

question: how is the public commenting on the website going?
Ed: showed Josie’s blog, 26 comments on the parking survey post

Michael: I’m a big proponent of the Cluetrain Manifesto – human voices, and it’s happening on the library’s website!
Ed: yes, this didn’t exist before

Who Are These People…?

started with the Environmental Scan
won’t do another one anytime soon, because trends are long (they are just playing out)
librarian reactions = interesting, but it has nothing to do with my library and my users; didn’t see the trends applying to them
so as a result, they did the Perceptions study to look at trends in a quantitative way to give them data to support or not support the trends; weren’t sure what to expect

Summary:

– The Amazoogle user environment = for many, the first and last resort of research?; available at the point of need; comprehensive? (people think it’s comprehensive); where are library services?
people seemed to be living in this world; this was ubiquitous in a wired and wireless world
Open WorldCat was a direct result of the findings of the EScan

questions:
does the future of libraries depend on the ability to mee the needs of users? but do we know who they are, what their needs are, how they differ from traditional needs/services, how do we respond to all of these changed needs?

wanted to know: preferences in information seeking, use of libraries including electronic sources, libraries vs. search engines, the “library” brand: what does it mean, the library’s purpose and mission (this is the data, even if we don’t like the answers)

surveyed in Canada, US, U.K., Singapore, India, Australia with Harris; it was done in English and on the web – two caveats; 3,348 total users surveyed
thought public librarians would discount the study because librarians see the digital divide and think those are the majority of users; but numbers online at the time of the survey show more than 60% of users in several countries are online; increasingly, there are fewer and fewer people who are NOT online

customer surveys measure what you do and how well you do it compared to peoples’ expectations of your service

96% of respondents have visited a public library
72% have a library card
90% of college students hold a library card
– they know libraries

starting an information search graph: 84% start their typical search at a generic search engine (not named); library website = 1%; from a marketing point of view, how long have we been around versus search engines? in 10 years, search engines gobbled up that market; we no longer own that market, if we ever did; get over it!

it’s always been this way! – showed Public Library Inquiry from 1947–1950 – 56% would consult a professional source, 18% in a book, 9% would ask a family member or friend, 8% a magazine, 1% the library!

usage of electronic resources by total respondents: online news, IM, search engines, and email are all above 50%
talked about trends versus fads; IM is NOT a fad!!! 51% of all respondents are using IM; a fad is sometimes part of a trend; in the late 20s early 30s, women bobbed their hair – it was called a fad, but hindsight tells us it was a very important trend towards the beginning of a trend towards emancipation

who has worthwhile information? “agree” or “completely agree” as a total percentage; “worthwhile” is a library word – we use it; we sell ourselves this way, but patrons don’t see that
Google – 93%
Ask Jeeves – 88%
Yahoo – 85%
MSN – 81%
Library websites – 78%

what sources have you used
Google - 71%
Yahoo – 64%
Netscape – 25%
…
library website – 21% (why is ours so low when we’ve been around as long as the commercial search engines?)
ask a librarian – 5%

awareness of services that no longer exist, and yet….

finding new websites
friends – 61%
…
library website – 15%
librarians – 8%

how do we move ourselves up from the bottom to that top? are we thinking of ourselves as part of our community? social networking tools, myspace, etc.

1. familiarity and favorability: summary
“The Origin of Brands”
should have an online brand with a different name and a different strategy than your offline stuff; otherwise people don’t know what you are
suggests you can’t just push the physical building/organization on the web in the same way that it exists physically; if you look at most library websites, it mimics our internal organization
we brand ourselves by our institution; why don’t we do it like starbucks? why is there no univeral library brand?

what do people think they are doing less of now that they are online?
read the newspaper – 26%
read books – 26%
listen to radio – 21%
TV – 39%
visit with friends, family in person – 14%

how do you anticipate your personal usage of the library will change over the next 3–5 years?
62% – stay the same20% – increase
18% – decrease

stay the same = apathy; a bad place to be

reasons to use the library (at least annually):
borrow print book – 54%
use specific reference books – 51%
get assistance with research – 41%
read/borrow bestsellers – 39%
use PCs/internet – 39%
get copies of journals/articles – 34%
use online databases – 33%
do homework/study – 27%

awareness of library offerings – % of folks who said they DID NOT KNOW if their library offered these services:
online librarian service – 63%
ebooks – 60%
electronic magazines/journals – 58%
online databases – 58%
audiobooks, digital/downloadable – 54%

most college students mostly know about the library’s website, but think other resources have better information
why haven’t you used your library website? didn’t know it existed, said others have better information, can’t find it (big green bar says I came, I used it, I left and didn’t come back)

use of library resources (library used most recently, used at any time ever):
online library catalog – 64%
library website – 62%
online reference materials – 52%
electronic magazines/journals – 47%

a marketing opportunity! people don’t know what we have

seeking assistance in using the library’s resources (new report just on college students subset about to be published; includes a separate chapter on 14–17 year-olds; college-attending, not just age) – did you ever seek help from the library and then what’s the first source you go to for help:
total respondents – 64%
college students – 54% said didn’t ever seek help from the library

if 100 people responded to the survey, only 27 of them would have sought help from a librarian

librarians vis-a-vis search engines:
76% who asked for assistance think librarian added value
43% thought the help was equivalent to what they got from a search engine

showed Kathy Sierra’s slide about how users feel about your service – want love or hate; you’re screwed in the middle because it’s apathy; means you’re not differentiated from anything else; zone of mediocrity

chart of libraries vs. search engines
libraries were trustworthy & accurate, but search engines were speedy, convenient, easy to use, cost-effective, and available
convenience will always trump accuracy
turns out speed isn’t quite as important as we thought it would be – convenience is (although speed is part of that)
** we have to find a way to make quality convenient!

2. using the library: summary
every successful new brand was created by divergence of an existing category – divergence means to create a new category, have a new name and perform a single function. uses iPod as example of a divergence brand
means libraries need to be a new category, not just an old brand

3. the “library” brand
a single library marketing itself doesn’t further the library brand as a whole

What do Google, Gerber, and Eggo have in common? they’re all selling familiarity, trust and quality – those intangible traits summed up by the word “brand” – Fortune, October 2005

the whole thing about brand is that you have one, whether you think you do or not
branded water as example – water is the same; we’ll pay more for water but we scream about gas prices; libraries as free??

brand – a combination of differentiation and relevance:
diff – the degree to which it stands out
relevance – the degree to which consumers believe a brand meets their needs

top of mind associations with the library:
books – 69% (and they really did mean books – not knowledge, learning, information, wisdom, etc.)
entertainment – 7%

it’s a common view across geographic regions – most results came out the same across geography/culture
even in India, Singapore, U.K. – it’s books! (“the world is flat”); our brand is extremely strong across the world

an element of brand is trust – is the info you get from library sources trustworthy?
most users said it’s about the same (mediocrity!)

how do you judge if an electronic resources is trustworthy?
86% said “I just know”
59% said “on recommendations from a trusted source”

who are trusted sources – experts (20%), other websites with similar information, print, coworker/colleague, teacher/professor, relative, library materials, librarian (2%!)
have to find a way to move ourselves up to “expert” – how do we become visible

main purpose of library is information and then books (lots of verbiage about “books” in “information,” though)

library’s role in the community:
85% = “is a place to learn” and this aligns with Stephen’s personas project

branding expert at Cleveland expert had a roomful of librarians say what they do that is unique; took tens of ideas and crossed them off down to 5; “a place to learn” was one of the five things: “free” is also important in the context of a “safe” place, a community center

library brand- summary:
“the right time to reposition a brand is when the market changes. you need a lot of patience to reposition a company or brad; it’s harder to change a brand in the mind than it is to put a new brand in the mind. also you need a link to the past; you can’t walk away from what you already are.”
– can’t just parachute the existing brand; can’t use the same services we’re already offering as a way to reposition ourselves

asked for 2 positive, 2 negative associations with libraries:
products/offerings – 60% is good
customer & user service are negative
facilities & environment are negative (cold, dark, dusty, need table lamps, libraries in U.K. have no bathrooms, parking)

respondents ages 14–17 clearly are not being made welcome; Stephen’s personas show this, too; they have very negative interactions with us and it’s doing major damage; they’re among the highest users of libraries, and yet if we ask if they value our services, they value us the least; there’s a big disconnect going on here; Stephen also saw a split between boys and girls, with boys feeling they are treated more negatively than girls

older people responding said they love the library, they used to go all the time, can’t go there anymore because can’t leave the house (service gap)
10% of verbatim in the back of the report – 22,000 of them from the respondents!
– from the comments, nostalgia is part of our brand

“I think the public libraries provide a very good service to the public but with using the computer it makes it easier for me to find information I would need from the internet….”

“When I was younger, and computers were not available, he library was the best source of knowledge, and leisure reading.” – 68–year old in US

the rise of the user class – “users and consumers will tell us where they want library services to go either passively, by disappearing from our libraries, or actively, because we’ve asked them.” – Alane
– this is where the whole focus on the user comes back and we have to involve them with the design of our services

do we rejuvenate the brand or make a new one?
– user-centered planning based on their perceptions?
– differentiate between the “company” and the brand because users are building library things now

what is the library brand and how are we relevant in peoples’ real lives? how do we participate as experts and friends?

quoted Michelle Boule! “It does not belong to us” – February 17, 2006

in a nutshell:
quotes Lorcan Dempsey – “users have had to build their workflow around the services the library provides” we need to reverse that and build our services around them!

remember that you do not equal your users!

question: google & starbucks have the budget, but libraries are all sizes; there’s no infrastructure for a universal brand
alane – Ocean Spray cranberry brand is a co-op; you might not have a big marketing budget at your library, but together, we have a lot more; collectively we can probably do something; there are differences between McDonald’s (rich, poor, etc.), but they still have a universal brand

question: isn’t that what Open WorldCat does?
alane: maybe you don’t see the individual brand first thing, but that’s okay; it’s “library” generically
stephen: some of this is behind the “@ your library” campaign at ALA; and yet we still have to be independent

Public Library Personas

we’re a bunch of “centrics,” but not user-centric

The Virtuous Triangle
– usability tests = learned that we can make anybody push a button if we make it big enough; they only test what we want them to do (not necessarily the “right” thing)
– normative data = data from 3500 different libraries in 20 states, every single OPAC transaction; a map of every public library in the U.S.; every branch; a patron-selected book circulates 7 times more than a librarian-selected one (?); Grand Rapids spends $40,000 out of $800,000 buying every book patrons ask for – haven’t lost a funding request in 21 years; the last time we collaborated on knowing users from data was OCLC in the early 70s – we still aren’t at the Wal-Mart level
– personas = what are the psychographic underpinnings; people want to find and experience where they get entertained & progress their life – what they want to achieve, not search, get books, get articles, etc.

need to do all of this in the library world and then the real world
who are the people most likely to support their local library – research shows it’s people that don’t have a library card – have to understand the research! we serve different groups for different reasons

old model – library in center, surrounded by users, surrounded by groups
new model – user at the center with stuff on the outside; serve the symptom

driving this is:
– crosswalks in commons; watch where the paths develop and then put them there after you’ve observed; (uses the term “information fluency” instead of “information literacy”); we force the users to our paths (that’s why the “information superhighway” metaphor is so horrible – “information ocean” instead); front end of where the next generation of users will be; have to see things before there is a curve; if only get 7% of the population, it won’t make it – has to hit the hump of the curve of adoption

SchoolRooms project of InfoOhio – post-millennial research; every single lesson every day for every day for every curriculum for the entire State of Ohio; parent view, kids view (video game view); ties question levels to standardized tests

what is context – trying to support context
your neighbors are different now – neighborhood, entertainment, research, learning, workplace (frameworks); group of skills and needs is dependent on where you are right now, different contexts; the five basic spaces people exist in as they come into the library (definitely not an information context); number one skill of a librarian is NOT delivering information – basic goal is to improve the quality of the question, which gives us more impact, and the question comes in a context (through good cataloging, folksonomies, talking to people, interfaces, etc.); 75%+ interactions are coming through clicks now, and the person improving the question isn’t there; can’t always make our judgments based on who we see coming in to our libraries because they aren’t the same users as home users

for personas project, talked to 2500 students and recorded them as they talked about habits, etc.; used software to track eye movements for about 1000 of them; kids’ eyes move differently than adults’ eyes (F pattern instead of traditional A pattern adults use from newspapers; it’s how kids read in print, too; their reading levels are up, & half their reading is online); need to know this if you’re going to align your paths with your audience!

new generation are 20 IQ points higher, & their brains work differently; older generations are right/left brain, whereas these kids are more balanced; significantly smarter generation, but they have no fact-based knowledge; they’re prepared for a world where content and solving things are different – the role of the information coach is totally there for them if we want to step up and help them; have to stop preparing ourselves for the past, though (all of this is for ages 15–25, the millennials)

showed chart of millennial characteristics; information only becomes knowledge through a process called learning – 7 styles; need to come back to behavior – what do they want to achieve? then we can figure out how to position our services to come alive in that environment where learning becomes knowledge

reading fluency is damaged for life if you can’t read by the end of grade four; we’re positioning ourselves for reading books, but what happens after grade there? everything after that is oriented towards experience and decoding life, but we’re still trying to influence as books; we don’t put up contextual things, especially localized

when we build persona-oriented websites, we’re managing our aspect of the local information ecology; it’s an ecology, not a delivery information

we are not aligned with the majority of people who are experience-based learning; doctors’ 4th style of learning is text-based, even though they’re really smart; you want a doctor/lawyer/engineer/etc. who is an experiential learner! all the kids are learning in groups now; they build the paths for themselves now

85% of students worldwide have a Facebook account; a lot of hands went up when he asked how many people have been to MySpace (the #1 site on the internet; will account for 40% of all internet traffice by the end of June; more blogging happens on myspace than on all of the other sites combined, & will double by the end of the year); so what can libraries learn from it? described Second Life and the Alliance Library System’s Second Life Library project! “boolean starts to fail as the world gets big;” beyond a certain level of information, you just can’t search it

personas project objectives: counted 10–15,000 stories from users (didn’t let the librarians in the room with users! they like us so they’ll lie to us; recorded them all, transcripted them, put them in a database, and the software found the patterns)
– personas are hypothetical representations of a natural grouping of users that drive decision-making for development projects; based on behaviors

librarians aren’t aligning story hours with moms who drop kid for story hour but then go upstairs to do their own research and work to finish their education and learn more to make enough to help their children do better; have to tie our services together in ways we haven’t previously thought of before

1. Henry persona
41–years old software designer; 1/3 of population of intranet users at Microsoft – he types in URLs directly, not using the start page of the portal (doesn’t care what is going on in the company); “frustrated” because can’t find all product info in one place (have to talk more about frustration than “satisfaction”)

librarian search behaviors aren’t like user behaviors AT ALL, and yet that’s our filter; we are a scalable solution as the “information coach” for localized info and “how & why”; get the narrative pattern from the software; librarians have a high sense of delaying satisfaction, which is why we go through hoops and search so many resources to find an answer – everyone else just grabs the first result from google

asked open-ended “describe…” questions; then grouped the stories under archetypes (57 of them; Canadian ones were very different than American ones)
showed themes & values – what do they care about (information isn’t in there, or books or databases – never showed up!); wanted community, learning, quality, efficienty, money/risk; that’s where we need to align; we keep selling the tools, not the feeling/experience/needs

good citizenship archetypes – cozy, collaborate, community, intellectual opportunities, willing to chat, security, safe, strong community leader, networking, pulls community together
frustrations – annoying, indifference, disruption, no wireless, no tape player, physical pain
inquisitive user – into to new things, lots of preferences, universal access
disengaged seeker – can’t get book you need; fear of puppets (!)
ultimate tour guide – (library staff archetype) out-of-date IT, not enough computers
themes – number one is interaction! community and learning, etc.

found 7 major anchors plus secondary anchors:
– Discovery Dan
– Haley High School
– Jennifer
– Mommy Marcie
– Rick Research
– Senior Sally
– Tasha Learner

each persona has a day in the life at the library, information-seeking behavior, ultimate goal, frustrations; includes charts for their needs, features your website needs, and how they should be tied together