User Journey Mapping for Library Experience Optimization

Abstract

This paper explores the possibilities that user journey mapping (UJM) offers for creating better library experiences in physical and virtual spaces. Through examining the user actions, feelings, and touchpoints of their library service experience, this paper highlights potential friction points to eliminate and areas for redesign. This study employs a mixed-method approach including: observational study, surveys, and heat mapping analytics, to allow users to visualize common user paths displayed against specific demographic segmentation. The findings from the study provide evidence to suggest that intentional actions such as - intentional signage, mobile guidance, staff assistance, and personalized recommendations - can allow for a greater user experience that leads to satisfaction and overall effectiveness. The UJM framework allows library administrators to align existing and future library service offerings with user expectations. Additionally, the findings can help decision makers allocate existing resources, library space, and technology. The work adds to the discourse surrounding experience-centered library design and offers a repeatable framework for continual service improvement.