The City of San Antonio is home to a diverse populace that represents disparate needs and expectations with regards to public library services. Utilizing traditional inputs and data collection techniques along with customer-centered design tactics like proto-personas and journey maps, the library identified specifics regarding the individual customer experience as well as the needs of the community as a whole. This was critical to achieving a plan that was not predicated upon a one-size-fits-all solution.

The IT Roadmap process included the following components:

• Survey of customers and staff
• Interviews of library, city and tech leaders
• Proto-personas development and journey map creation
• Focus groups
• IT assessments

After analyzing the resulting data, the library identified trends and “digital moments” that captured the human element related to interacting with the library — primarily its staff and resources. This insight directed development of a comprehensive technology vision and a future state assessment.

Anticipated outcomes include: personalized experience for internal and external customers, increased public awareness of the library’s services and contributions and efficiencies that will improve customer services. Currently in year two of the IT Roadmap, the library has incorporated avenues that personalize the online user environment including a live chat feature and a new, social media themed public catalog. An enhanced digital signage system is being deployed to tailor marketing messages to specific demographics.