BACKGROUND

Like many libraries, the Duluth Public Library’s patronage was declining. Their concern was warranted: not only were community members missing out on the library's extensive list of services, but a decrease in membership could lead to further budget cuts.

The Duluth Public Library (DPL) approached Swim Creative seeking a brand reboot to increase the number of library cardholders and visitors to its three locations, website, and community events. The project was taken on pro bono.

My primary role was to define research questions, conduct ethnographic research, collaborate with our quantitative researcher, and communicate our findings to the creative team and clients.

RESEARCH GOALS

• Understand the pain points of current Library members and users.

METHODS

As the lead ethnographer, my role was to define research questions, conduct ethnography, and communicate our findings to the creative team and clients. I collaborated with a quantitative researcher who reviewed website analytics, cardholder statistics, ESRI data, and related materials. Together, we analyzed our findings and presented them to the creative team and clients.190 stakeholder interviews were conducted via 1:1 interviews, focus groups, and, additionally, written surveys. We heard from 95% of the library staff.25+ hours of ethnographic-style observation, including becoming a member of the library and utilizing it as much as possible. Quantitative Comparative analysis of DPL and similar libraries.Developed user personas based on our findings.

OUTCOMES

The coded dataset enabled us to analyze how the library was being used, who was using it, who could be using it, and the existing obstacles for current and potential patrons.

IMPACT

The coded dataset enabled us to analyze how the library was being used, who was using it, who could be using it, and the existing obstacles for current and potential patrons.

BODY

The coded dataset enabled us to analyze how the library was being used, who was using it, who could be using it, and the existing obstacles for current and potential patrons.