Diffusing Organizational Change through Service Design and Iterative Assessment

Abstract

At the University of Michigan Library, dozens of librarians and staff are engaged in a series of activities to reimagine the ways our organization designs and implements our services. Between 2016 and 2017, we collaborated with brightspot strategy to develop a service philosophy, framework, and principles to help us begin the process to transform our physical and digital spaces to better represent our expertise, collections, and tools, and to meet the evolving needs of our academic community today and tomorrow. As we look to transform our spaces to serve the needs of our research community, we are taking care to ensure that whatever form our buildings and web presence take, will follow the function and intent of our services.

Our efforts in this work are collaborative and distributed in nature, diffusing the shift in design and evaluation across the organization. With it, we aim to facilitate organizational change that puts our users at the center of service design and delivery. It also fundamentally recognizes that our departments play a role in supporting the academic needs of our faculty, students, and staff at the University of Michigan.

This work is structured by established approaches in design thinking and user-centered design. Multiple teams of librarians and staff are applying this approach to redesign services. Topics include consultation, digital scholarship, staff innovation, citation management, and developing a persona-based toolkit that any staff across our organization may use in efforts to design new or make improvements to existing services. While each team is using the same overall approach to its service design work, the application and outcomes are unique to each domain. Within four design cycles, each team engages in a retrospective to review the process, the impact of the work, and consider its potential effects on our organizational structures.

Additionally, the service design efforts support our organization’s adoption of an assessment-driven mindset through embedding evaluation into our processes. Once the service design phase is complete, each team will generate a series of pilots or prototypes to test aspects of their designs in the context of our organization. In the Summer and Fall of 2018, teams will implement those pilots and prototypes, testing their ability to scale effectively or meet our programmatic and mission-based goals yielding a series of small-scale, but impactful activities or processes that will further diffuse the design-thinking approach throughout our organization. Each of these sets of activities will be assessed before moving onto future stages of the work. We will also evaluate how they help us enact our service philosophy, framework, and principles in the practice of our everyday work.

Ultimately this work will yield a culture shift within our organization enabling us to embrace a user-centered, service-based approach to how we develop services, and how we expect to collaborate and connect with colleagues within our library and academic community. It will also enable us to embed assessment practices into various facets of our work, from the beginning stages of design through its testing and into implementation at scale.