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Design	
  for	
  crowdsourcing
           Recent	
  projects	
  at	
  the	
  New	
  York	
  Public	
  Library

          Presented	
  to	
  the	
  Powerhouse	
  Museum
          8	
  December	
  2011

          Michael	
  Lascarides
          Senior	
  Manager	
  for	
  Web	
  IniFaFves,	
  NYPL
          @mlascarides	
  /	
  @nypl
          michaellascarides@nypl.org




Monday, December 12, 2011
Map	
  Warper
                            maps.nypl.org
                                2009




Monday, December 12, 2011
[35:00]
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
(sadly,	
  not	
  easy)




Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Gaze:eers	
  &	
  directories




Monday, December 12, 2011
Monday, December 12, 2011
Most importantly, locational data is an important pivot point for a lot of other
projects.
What’s	
  On	
  The	
  Menu?
                              menus.nypl.org
                                       2011




Monday, December 12, 2011
40:00
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Buried	
  treasure	
  
                               (literally)




Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Consider	
  the	
  oyster…




Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Strangely enough, weʼve gotten a lot of attention for simply putting these canned searches here on the
right.
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Monday, December 12, 2011
Food	
  enthusiasts,	
  chefs,	
  
                              librarians,	
  writers,	
  
                             random	
  obsessives…	
  



Monday, December 12, 2011
Monday, December 12, 2011
School for the deaf in Texas.
Over	
  58,000	
  visitors	
  in	
  4.5	
  mos.

             10,000+	
  menus	
  fully	
  transcribed

                      600,000+	
  dishes	
  transcribed


Monday, December 12, 2011
We could have done more but we ran out of digitized
menus!
Monday, December 12, 2011
We could have done more but we ran out of digitized
menus!
Monday, December 12, 2011
Monday, December 12, 2011
Next:	
  Linked	
  Data




Monday, December 12, 2011
Rules	
  for	
  good
                            crowdsourcing	
  design




Monday, December 12, 2011
“Choose	
  your	
  parents	
  wisely”




Monday, December 12, 2011
Start with great raw
materials!
Engage	
  on	
  an	
  emoFonal	
  level	
  
                               through	
  stories




Monday, December 12, 2011
Expose the stories behind a collection, and make them relatable to users. Use feedback to create narratives (as in Old Weather, where every entry moves the ship along on a map).
Appeal	
  to	
  the	
  user’s
                                                    beer	
  nature




Monday, December 12, 2011
We have found that participation increases dramatically when we frame our calls for participation in terms of helping the library. Frame it the same way you would any other volunteer opportunity, even
if it’s one that only lasts 10 seconds.
DemysFfy	
  the	
  purpose




Monday, December 12, 2011
People want to participate in projects they understand. Practice your “elevator pitch” for your project: describe it in the time it takes to go ten floors in an elevator with someone. People don’t get excited
about typing, but they will get excited about participating in the building of an important historical research tool.
Make	
  the	
  task	
  
                                                     as	
  small	
  as	
  possible




Monday, December 12, 2011
   This one can’t be stressed enough: pay extremely close attention to exactly what action you’re asking people to do, and make the task as discrete as possible. If the project involves transcribing a

page of text, ask participants to transcribe a sentence, or a line, or even a single word. Complicated tasks with multiple steps run the risk of ending half-complete.
Encourage	
  conFnuaFon




Monday, December 12, 2011
   Once the tasks are broken down into small enough pieces, completing one will feel like a bite-size morsel that leaves the participant wanting more. Thank the participant immediately for their

contribution, then immediately ask them to contribute a bit more.
Lower	
  the	
  barriers	
  to	
  
                                                    parFcipaFon




Monday, December 12, 2011
If at all possible, allow immediate and anonymous contribution. It can definitely be useful to get users to register and sign in, so that you can reward top participants and track participation. But a sign-
up page can be a barrier that may discourage the casual participant. A far better approach is to allow immediate participation without registration, and passively communicate the benefits of signing up
as the user proceeds.
Encourage	
  a	
  feeling	
  of	
  shared	
  
                                 ownership




Monday, December 12, 2011
While critics of Wikipedia claim that anyone can enter false or vandalizing information, it’s heartening that the converse is true: anyone can also correct and repair bad information. By allowing other
users to proofread and correct what’s previously been entered, you give participants a sense of pride that this is their “neighborhood” and it should be looked after.
Show	
  results	
  immediately




Monday, December 12, 2011
   This is another critical one. When you’re collecting input from participants, don’t send the fruits of their labor off to some unseen holding queue; instead, post the result proudly as completed. In our

“What’s on the Menu?” project, every time a patron transcribes a dish off of a menu, the name of that dish becomes a clickable link leading to a page showing all menus where that dish appears and

facts about it (earliest and latest appearances, high and low prices, etc.). If the dish was incorrectly transcribed, it can always be corrected later. For us, it was far more important to treat the contribution

as official the moment it was transcribed, allowing users to see their transcription become part of the research tool instantly.
Place	
  the	
  project	
  in	
  context




Monday, December 12, 2011
Don’t try to be the center of the universe; link to other reference sources. On the NYPL’s menu project, at the moment a new dish is transcribed, a page for that dish is created which in turn contains
links to canned searches on other sites from Google to MenuPages to the library catalog, encouraging immediate exploration elsewhere.
Play	
  games




Monday, December 12, 2011
The short “participate, get feedback” cycle we’re describing here lends itself extremely well to game dynamics. If possible, keep score, and give top participants some sort of public recognition.
Reward	
  effort




Monday, December 12, 2011
   If it’s possible to keep track of who’s participating, give rewards. Hold a special reception with refreshments in your library, and only give the invitation to online participants. If you’re not tracking

the identity of participants, make sure the messaging you display is loaded with gratitude.
Report	
  results




Monday, December 12, 2011
Let users know how the project is progressing. If the goal is to transcribe a collection, show how many documents are in that collection, and how many have been completed. Show progress bars to
indicate how far you’ve come and how far there is to go. If you’re using public participation to create a research tool, use a blog or social media to report how that research has been used by historians,
authors or other researchers and ink to their work.
Share	
  the	
  fruits	
  of	
  labor




Monday, December 12, 2011
   When content is publicly created, make the resulting product publicly available. If the goal is to create a database of some sort, make the entire database available for download, or expose data with

an Application Programming Interface (API) and encourage anyone to create “mashups” of your data. Promote any works that people derive from your data on your site or blog, and encourage others to

do the same.
Build	
  a	
  community




Monday, December 12, 2011
   Getting patrons involved in a project is an ideal opportunity to unite people with a common interest around your collections. Use social networks, a blog with comments, and/or an online forum to

build a conversation with the people who are you top users. Listen to feedback, take suggestions, and point out interesting findings.
Thank	
  you!
           Presented	
  to	
  the	
  Powerhouse	
  Museum
           8	
  December	
  2011

           Michael	
  Lascarides
           Senior	
  Manager	
  for	
  Web	
  IniFaFves,	
  NYPL
           @mlascarides	
  /	
  @nypl
           michaellascarides@nypl.org




Monday, December 12, 2011

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Design for Crowdsourcing

  • 1. Design  for  crowdsourcing Recent  projects  at  the  New  York  Public  Library Presented  to  the  Powerhouse  Museum 8  December  2011 Michael  Lascarides Senior  Manager  for  Web  IniFaFves,  NYPL @mlascarides  /  @nypl michaellascarides@nypl.org Monday, December 12, 2011
  • 2. Map  Warper maps.nypl.org 2009 Monday, December 12, 2011 [35:00]
  • 10. (sadly,  not  easy) Monday, December 12, 2011
  • 22. Monday, December 12, 2011 Most importantly, locational data is an important pivot point for a lot of other projects.
  • 23. What’s  On  The  Menu? menus.nypl.org 2011 Monday, December 12, 2011 40:00
  • 27. Buried  treasure   (literally) Monday, December 12, 2011
  • 43. Monday, December 12, 2011 Strangely enough, weʼve gotten a lot of attention for simply putting these canned searches here on the right.
  • 49. Food  enthusiasts,  chefs,   librarians,  writers,   random  obsessives…   Monday, December 12, 2011
  • 50. Monday, December 12, 2011 School for the deaf in Texas.
  • 51. Over  58,000  visitors  in  4.5  mos. 10,000+  menus  fully  transcribed 600,000+  dishes  transcribed Monday, December 12, 2011 We could have done more but we ran out of digitized menus!
  • 52. Monday, December 12, 2011 We could have done more but we ran out of digitized menus!
  • 55. Next:  Linked  Data Monday, December 12, 2011
  • 56. Rules  for  good crowdsourcing  design Monday, December 12, 2011
  • 57. “Choose  your  parents  wisely” Monday, December 12, 2011 Start with great raw materials!
  • 58. Engage  on  an  emoFonal  level   through  stories Monday, December 12, 2011 Expose the stories behind a collection, and make them relatable to users. Use feedback to create narratives (as in Old Weather, where every entry moves the ship along on a map).
  • 59. Appeal  to  the  user’s beer  nature Monday, December 12, 2011 We have found that participation increases dramatically when we frame our calls for participation in terms of helping the library. Frame it the same way you would any other volunteer opportunity, even if it’s one that only lasts 10 seconds.
  • 60. DemysFfy  the  purpose Monday, December 12, 2011 People want to participate in projects they understand. Practice your “elevator pitch” for your project: describe it in the time it takes to go ten floors in an elevator with someone. People don’t get excited about typing, but they will get excited about participating in the building of an important historical research tool.
  • 61. Make  the  task   as  small  as  possible Monday, December 12, 2011 This one can’t be stressed enough: pay extremely close attention to exactly what action you’re asking people to do, and make the task as discrete as possible. If the project involves transcribing a page of text, ask participants to transcribe a sentence, or a line, or even a single word. Complicated tasks with multiple steps run the risk of ending half-complete.
  • 62. Encourage  conFnuaFon Monday, December 12, 2011 Once the tasks are broken down into small enough pieces, completing one will feel like a bite-size morsel that leaves the participant wanting more. Thank the participant immediately for their contribution, then immediately ask them to contribute a bit more.
  • 63. Lower  the  barriers  to   parFcipaFon Monday, December 12, 2011 If at all possible, allow immediate and anonymous contribution. It can definitely be useful to get users to register and sign in, so that you can reward top participants and track participation. But a sign- up page can be a barrier that may discourage the casual participant. A far better approach is to allow immediate participation without registration, and passively communicate the benefits of signing up as the user proceeds.
  • 64. Encourage  a  feeling  of  shared   ownership Monday, December 12, 2011 While critics of Wikipedia claim that anyone can enter false or vandalizing information, it’s heartening that the converse is true: anyone can also correct and repair bad information. By allowing other users to proofread and correct what’s previously been entered, you give participants a sense of pride that this is their “neighborhood” and it should be looked after.
  • 65. Show  results  immediately Monday, December 12, 2011 This is another critical one. When you’re collecting input from participants, don’t send the fruits of their labor off to some unseen holding queue; instead, post the result proudly as completed. In our “What’s on the Menu?” project, every time a patron transcribes a dish off of a menu, the name of that dish becomes a clickable link leading to a page showing all menus where that dish appears and facts about it (earliest and latest appearances, high and low prices, etc.). If the dish was incorrectly transcribed, it can always be corrected later. For us, it was far more important to treat the contribution as official the moment it was transcribed, allowing users to see their transcription become part of the research tool instantly.
  • 66. Place  the  project  in  context Monday, December 12, 2011 Don’t try to be the center of the universe; link to other reference sources. On the NYPL’s menu project, at the moment a new dish is transcribed, a page for that dish is created which in turn contains links to canned searches on other sites from Google to MenuPages to the library catalog, encouraging immediate exploration elsewhere.
  • 67. Play  games Monday, December 12, 2011 The short “participate, get feedback” cycle we’re describing here lends itself extremely well to game dynamics. If possible, keep score, and give top participants some sort of public recognition.
  • 68. Reward  effort Monday, December 12, 2011 If it’s possible to keep track of who’s participating, give rewards. Hold a special reception with refreshments in your library, and only give the invitation to online participants. If you’re not tracking the identity of participants, make sure the messaging you display is loaded with gratitude.
  • 69. Report  results Monday, December 12, 2011 Let users know how the project is progressing. If the goal is to transcribe a collection, show how many documents are in that collection, and how many have been completed. Show progress bars to indicate how far you’ve come and how far there is to go. If you’re using public participation to create a research tool, use a blog or social media to report how that research has been used by historians, authors or other researchers and ink to their work.
  • 70. Share  the  fruits  of  labor Monday, December 12, 2011 When content is publicly created, make the resulting product publicly available. If the goal is to create a database of some sort, make the entire database available for download, or expose data with an Application Programming Interface (API) and encourage anyone to create “mashups” of your data. Promote any works that people derive from your data on your site or blog, and encourage others to do the same.
  • 71. Build  a  community Monday, December 12, 2011 Getting patrons involved in a project is an ideal opportunity to unite people with a common interest around your collections. Use social networks, a blog with comments, and/or an online forum to build a conversation with the people who are you top users. Listen to feedback, take suggestions, and point out interesting findings.
  • 72. Thank  you! Presented  to  the  Powerhouse  Museum 8  December  2011 Michael  Lascarides Senior  Manager  for  Web  IniFaFves,  NYPL @mlascarides  /  @nypl michaellascarides@nypl.org Monday, December 12, 2011