This is a final project for class 711 Contextual Methods of research ( ethnography ) with our topic focus being the innovative role of today's community library.

1. the next chapter
The Next Chapter RAS Report
re-imagining the communit y library for future generations
i
Aidenn Mullen + Kirk Rhodes + Mark Guarraia
Methods of Contextual Research
Fall 2013

2. Introduction
Cover to Cover
This report is the result of a month of observations and interviews
within the community library culture. We chose the community
library due to our common interest in supporting local education and
the power of communal progress.
40 +
The Next Chapter Introduction
4
ii
unique discussion guides
30 +
12
3
observation hours
stakeholder intervie ws
unique insight models
Distinct Geogr aphic locations

3. Introduction
The Next Chapter Introduction
the team
iii
aidenn mullen
kirk rhodes
mark guarraia
Designer
11 years experience
Sr. Graphic Designer
9 years experience
Sr. Human Factors Industrial Designer
8 years experience
Winston-Salem, NC
Orlando, FL
Providence, RI

4. Introduction
Table of Contents
analysis documents
synthesis documents
project overview
11 research encounters
28 group 2 SWOT model
46 Aidenn’s insight reports
3
opportunity statement
12 field observations
29 Aidenn’s models
50 Kirk’s insight reports
4
research questions
13 ethnographic interviews
33 Kirk’s models
54 Mark’s insight reports
5
project scope
14
40 Mark’s models
58 opportunity map
6
value proposition
16 interview with a member
59 opportunities
7
project methodology
18 interview with a non-member
63 potential designs
8
project matrix
19 interview with an expert
9
iv
fieldwork
2
The Next Chapter Introduction
design + planning
project timeline
21 field guides
interview with a librarian
23 field sites
24 working walls
appendix
68 additional field guides
73 works cited

5. the next chapter
The Next Chapter Design + Planning
design + pl anning
1

6. Group 2
project overview
The Next Chapter Design + Planning
Libraries of yesterday began with efforts to organize documents
as a collection. The interests of forming the first library included
accessibility to organized information, specifically within the
educational role of a community.
2
Now, libraries are a cultural center for many communities, although
their function and usefulness vary greatly from location to location.
Specifically with the advent of new technologies, libraries have
attempted to–and in some cases been forced to–adjust to the needs of
their communities.
By conducting an ethnographic study of the interactions and intentions
of library visitors, members and staff, we will assess the attraction and
future direction of America’s community libraries.

7. Group 2
Opportunity Statement
The Next Chapter Design + Planning
Through this research study, there is an opportunity to uncover rich
insights about America’s community libraries–spaces often overlooked,
undervalued, and misunderstood.
3
As a result of this study, we hope to understand 1. where community
libraries provide the most value for members, 2. where they can
improve their services and accessibility, and 3. how we can evolve
today’s libraries and construct tomorrow’s libraries to truly reflect
the anticipated needs of members. By doing so, we also have the
opportunity to understand what may draw outsiders into their
community libraries in the years ahead.

8. Group 2
research questions
1. How are community libraries defining themselves?
The Next Chapter Design + Planning
2. Where are there opportunities for libraries to change and grow to
meet the evolving needs of their members and communities?
4
3. What is the current relationship between communities and
their libraries, and what are the libraries doing to create, foster, and
maintain this?

9. Group 2
project scope
We began the planning of our study by exploring topics of
individual interest and then sharing them with our class peers.
We discussed the feasibility of topics, access to spaces and the
barriers associated with gatekeepers and stakeholders. In order
to ensure the group topic of choice would be accessible for all we
began by observing the top areas of interest.
The Next Chapter Design + Planning
As a group, we then decided to focus on a place within the
community that may have positive and negative perceptions of its
purpose, the community library.
5
The decision of the community library as a topic of ethnographic
research was then validated by a week long process of gathering
secondary research to frame our initial insights.
Questions posed from our initial step of research included the
immediate relevance of the community library within the age of
technology, how the community uses the space and an interest
into what could be the future of the library.
As a group we decided that our enthnographic study will
combine our research, analysis and synthesis of three community
libraries. Our locations of study include: Providence, RI,
Lewisville, NC and Orlando, FL.
We then collectively decided that the analysis and synthesis
of research will be derived by interviewing and observing
stakeholders and a unique approach to methodology.
Our methods of research include structured and unstructured
interview, observations and a unique method of image sorting
with stakeholders.

10. Group 2
value proposition
The Next Chapter Design + Planning
For current, future, and prospective community library members
who regularly take advantage of the associated services and
spaces, this study will uncover key insights into what currently
drives usage and to what will be required for community libraries
of the future to remain relevant, accessible, and desirable.
6
We do this by conducting a contextual research study: observing
library resource usage, surveying frequent patrons and staff,
interviewing key stakeholders, attending and participating in
events, and mapping activity flow. Our primary research study
is fueled and informed by our comprehensive secondary research
on community libraries in the United States, as well as on the
regions and cities we are operating within.
Unlike other studies which merely collect quantitative data on
library usage to facilitate and satisfy trending demands of the
community, this study additionally focuses on the perceived
purpose, function and needs of the library within its community,
both by it’s users and staff. The benefits of such knowledge will
provide a direction for libraries to focus on to remain relevant,
accessible, and desirable to their communities.

11. Group 2
Project methodology
7
observations
We will utilize interviews to capture experiences, histories,
thoughts, predictions, and insights from many key stakeholders:
current library members, library employees, and other relevant
individuals. For each interview we will determine the focus
according to our primary research questions (above), then probe
the respondent for relating content in a semi-structured interview
manner.
The Next Chapter Design + Planning
interviews
In this study, we will rely on several observation techniques. We
will spend time in community libraries, observing both members
and employees. We will observe on both the macro and micro
levels, and will do this during various times of the day (to get
an accurate look at the cross-section of members). We will also
employ shadowing techniques, following both members and
employees throughout their time in the space.
recordings
unique method
Audio or video may be captured, and notes will be recorded
on a field guide. This methodology will lead to a well-rounded,
informed analysis of the current state of community libraries, and
may hint at what the future can look like.
Our unique method of choice will be to interact with
stakeholders during an image sorting exercise. Images will be
chosen based on topics of library spaces, such as personal and
digital spaces, community and multi-use spaces, and youth
environments. Through this, we will be looking for patterns and
themes to illuminate areas of need otherwise not addressed in
observation and interview methods.

12. Group 2
project Matrix
Course Project, Part 4: Project Matrix – Group 2 / IDUS 711 / Fall 2013
8
Source of Data
Research
Methods
Research Tools
Where
What do we need
to know
What do we need
to know
What do we
need to know
How are
community libraries
defining
themselves?
The Next Chapter Design + Planning
Research
Questions
Librarians,
Members,
Partners,
Secondary
Sources
Primary &
Secondary
Research
Observation
(Shadowing, Fly on
the Wall),
Interviewing
Field Guide, Idea
Mapping,
Environment
Mapping, Audio /
Video, Note
Transcripts
Community
Libraries, external
Spaces with similar
services
Librarians,
Members,
Partners
Image / Word
Sorting, Primary &
Secondary
Research
Observation
(Shadowing, Fly on
the Wall),
Interviewing,
Photos, Audio,
Video, Field Guide
notes, experience /
environment
mapping
What is the current
relationship
between
communities and
their libraries, and
what are the
libraries doing to
create, foster, and
maintain this?
Librarians,
Members,
Partners, Nonmembers
Interviewing, Image
/ Word Sorting,
Interviewing,
Shadowing
Photos, Audio,
Video, Field Guide
notes, experience
mapping, Note
Transcripts
Libraries,
Community
Centers,
Community Art
Centers, Cafes,
Coffee Shops,
Internet Cakes,
Bookstores, Higher
Education Libraries
Community
Libraries
How do
stakeholders view
libraries of today?
Where is this
information derived
from? Does this
align with current
use?
How are nonlibraries servicing
users, what are the
similarities /
differences to how
libraries are serving
members?
What efforts have
been made to
remain relevant
to stakeholders?
How have those
been successful?
Where are the
opportunities for
libraries to change
and grow to meet
the evolving needs
of their members
and communities?
What are all the
services offered at
libraries currently
both for members
and the general
public?
Are there any
external programs?
In what ways do
libraries already
serve their
members? Are these
services specific to
the library?
Community / Library
relationship
interactions,
activities,
administrative
External
Communication ,
including media
used
What are the
responses to the
communication
sent to members
/ community?
Positive or
Negative?
Was the intended
message
received?
What are all the
community /
member
interactions that
take place daily?
Is there a
pattern?

13. Group 2
project Timeline
Date
M: 09.16.13
M: 09.23.13
M: 09.30.13
M: 10.07.13
M: 10.14.13
M: 10.21.13
M: 10.28.13
M: 11.04.13
M: 11.11.13
M: 11.18.13
Units
1
2
3
4
5
6
7
8
9
10
Research Preparation / Practice
Contact Libraries / Participants
Research
Activities
Observations
The Next Chapter Design + Planning
Interviews
9
Unique Methods
Analysis +
Findings +
Opportunity
Mapping
Findings Organization
Opportunity Mapping
Blog - www.themagnoliastudio.wordpress.com
Documenting
RAS Draft
Finalize RAS

14. the next chapter
The Next Chapter Fieldwork
fieldwork
10

15. Group 2
Research Encounters
what worked
what didn’t work
- Access to library staff and patrons was eventually successful.
- Should have reached out to library staff sooner, to get earlier
buy-in and participation.
- Unique method was successful in the context of the library.
Members were curious and eager to particpate.
- Interviewing the experts, the librarians, gave great insights into
community needs.
- Observations were successful, and relatively easy as the library is
already a place for study
- Willingness of participants to share their experiences /
frustrations with their community library
The Next Chapter Fieldwork
- Surprisingly easy to find non-members to speak with
11
- The image sort was very helpful, the insights being ideal vs.
current helped to frame what the future might look like at
the community library.
- Meeting with more than one private group that meets at the
library was unsuccessful, they were less concerned with the
library and more concerned with meeting space.
- Multiple unstructured interviews within the contextual
environment were viewed as soliciting, not allowed.

16. Group 2
Field Observations
At our various field sites, we implemented several different
research techniques.
First, we did fly-on-the-wall observations within the library - in
order to better understand users’ motivations and actions within
the physical space. This helped us to understand WHO is using
the community library, and what their primary drivers are.
The Next Chapter Fieldwork
Next, we shadowed individuals - we followed them as they
looked for certain resources, as they interacted with library staff,
as they journeyed through the physical space. This helped us
uncover areas for opportunity, directly related to the functionality
of the space and resources.
12
From there, we interviewed four distinct groups of people.
As part of our interviews, we also conducted an image-sorting
exercise - offering participants an opportunity to visually express
their associations / needs / and desires of their community
library.
Finally, we all went back to our field sites after doing our
modeling and opportunity mapping to re-observe these spaces
with this additional context.
1
2
3
4
library
staff
library
members
library
non-members
library
experts
Staff members with
a wide range of
experience and/or
years.
people who frequent
the library often,
either as individuals
or families.
Those on the
periphery of the
community library,
that do not currently
use it for services or
resources.
Those who have
studied the library
on an advanced
level for professional
projects.

17. Group 2
ethnographic interviews
our interview guidelines
1. Pay attention to the ongoing and evolving dynamic of the
interview - body language, cadence, etc.
2. Be sure to listen closely, and to use users’ answers as cues for
follow-up and elaboration
3. Treat each interviewee with respect, and be considerate of
their time and effort.
4. Be respectful of those around you while interviewing.
5. Be clear with interview expectations before diving in.
The Next Chapter Fieldwork
6. Bring appropriate tools for recording research.
13
7. Probe with curiosity, asking why the particpant naturally
responds to the question in the manner they do.
8. Ensure that throughout note taking you provide a textual
description of the experience and the responses.
9. Re-evaluate the interview’s progress midway to ensure subject
matter of research interest has been covered.
We found that follow-up questions came naturally, based on the
initial questioning from our discussion guide. The willingness
with which participants spoke about their experience with the
community library helped to fuel secondary questions - things
like ‘well can you tell me about that experience?’ ‘How did you
find out about that event?’ ‘How do you access that information
you are referencing?’, etc.
With our library expert, Stephanie (an architect), we found that
we had additional questions based on our personal interests in
design. We had to be sure to separate our biases and individual
questions in order to stick to our initial discussion guide.

18. Aidenn Mullen
interview with a librarian
on this library and libraries in general
on your job and experience with this library
What do you think is the purpose or benefit of having a library? … of this library?
Does this library offer you everything you would like from it? Are there things
that are not offered here that you would otherwise utilize on a regular basis?
We are here to provide the community with a space to acquire knowledge,
and to serve as a place to keep the communities’ resources safe and in order
so everyone can access them.
It offers things we never had before in the old library but I would like to see
more large meeting spaces.
Do you think the library currently serves the same purpose it did ten, fifteen years
ago? Please explain.
The Next Chapter Fieldwork
head librarian
14
Merrikay, 57
Have you ever worked with a group at the library? How do you see groups vs
individuals utilizing the library?
Fifteen years ago the library was for homework and research. Now, the
library is more for recreation than homework. Today the library is here to
bridge the digital divide for those that do not haev personal digital access.
I do work with a group here on a personal level. I am on the board for the
Lewisville Historical Society. The library is a great meeting place for this
group because we have all the resources we need right here.
How has this library changed over the past five years? Can you give me some
examples of programs, offerings, functions, etc.?
Can you tell me about the skills / services you can offer in this particular library?
This community library now helps to define the community, it is the
opportunity space for this environment.
What would you say are the strengths of this library?
Reference, Knowledge and Programming.
Where do you see this specific library five years from now?
About the same, maybe better technology.
Reference, young adult, youth, adult services - and we specialize in the
circulation of non-fiction books in the county.
Are there times when you or the library is unable to offer assistance to a member?
Can you give an example? What did you do? What did the member do?
These are rare, mostly they are when people have a very specific resource
topic and we simply do not have the reference books that the central library
does. They are the branch for research currently. But we can also request
books if we are given the time.

19. Aidenn Mullen
interview with a librarian
cont’d
on the community engagement of this library
and libraries in general
I see this happening with school children. It would be nice to have a heads
up on specific assigned topics b/c we could be prepared when the students
request them. It is frustrating to have to let them down. We want them to
come here for their research.
What services are most utilized by the community? What services do you think
would or should be utilized more often? What is preventing that from happening?
Meetings mostly, the only problem is that we need more meeting space.
The Next Chapter Fieldwork
head librarian
15
Merrikay, 57
Who would you say utilizes the library’s current resources the most / most
effectively?
Families, Youth, Seniors and some students.
Is there any type of person in the community that you would wish to see utilizing
the library more… if so, tell me about that / why?
Teens, they have the technology so they don’t come in anymore.
Can you tell me - is your member population on the incline or on the decline? For
how long has this been a trend, and to what do you attribute this to?
Incline, our memberships doubled after the new library was built in 2007.
Are there opportunities for our library to gain new members? How would you
suggest that this is communicated?
If we had better and more computers.

20. Aidenn Mullen
interview with a member
on this library and libraries in general
on your experience with this library
What do you think is the purpose or benfit of having a community library?
For how long have you been coming to this library? Have you seen the library
change since joining?
The library to me is for a variety of media access and to help you find what
you need.
What is it that people need?
Information that is difficult to find, like things that are historical mostly.
About 15 yrs. There hasn’t been much change. Just the new library.
It’s much bigger but the feeling is the same.
Do your friends or family members utilize the community library?
Can you list reasons why members need the library?
The Next Chapter Fieldwork
in-frequent member
16
Tracy, 39
My son does, he’s in college. He uses his university library to study all the
time.
Because everything is digital now, if you don’t have the technology it’s the
only place to go for free. Mothers with children also go to the library, and
seniors.
Have their been occasions when the library has been a solution for a problem you
have had?
Who are those that choose not to utilize this service?
Teens and mid 20’s. They have the technology.
How often do you come to the community library?
Not very often, not as much as I’d like. Its’s far from my house.
Just when I’ve been looking into my family history, researching
articles, images, etc.
How do you stay up to date with community library offerings?
I don’t. There’s no communication currently. I guess if I needed to know
something I would try the website first.
Do you feel like you are getting your money’s worth from your communtiy
library?
Yes, I feel that some people use it more than I do. I definetly don’t want to
see it go away.

21. Aidenn Mullen
interview with a member
cont’d
on the community engagement of this library
and libraries in general
From your perspective, what do you think this library’s main priority is when
serving the community?
Their priority is to be family oriented.
Does this library offer everything you want from it? Are there things that are not
offered here that you would otherwise utilize on a regular basis?
Yes, I’d like to start reading ebooks on my kindle but I don’t know how.
The Next Chapter Fieldwork
casual member
17
Tracy, 39
How would you find out how to rent ebooks?
I guess I’d call the librarian or ask a friend.
Where do you go that is similar to the library and why?
I do go to Barnes and Noble alot. I go there more often.
What do you like about Barnes and Noble?
I love the knick nacks, the stationary and the tea.

22. Kirk Rhodes
interview with a non-member
on this library and libraries in general
Have you received information about the library even though you do not attend?
How was this communicated?
No, I have never received information. I have heard other people talking
about how they use it, but I’ve never been the recipient of information.
Also, I think they have a sign or something outside?
Is the community library irrelevant?
The Next Chapter Fieldwork
un-satisfied citizen
18
Paul, 35
Well, for me I think it is. Isn’t it just for kids? I mean, I know a lot of
families that use the library, but I’m assuming that people my age are using
the internet to find their information. I guess I understand there’s a value
to it, I just don’t think it’s valuable to me. Hmm, I guess long story short I”m sure the community library is not irrelevant, but it seemingly is for me.
Where do you go first for information?
Oh, I always check the internet first. Specifically Google, and depending on what
I’m looking for, I’ll toggle between tabs (web, image, news, etc.).
on your experience with this library
Why don’t you go to your community library?
Like I said, I just don’t think it has things I need. I guess if there’s a
specific BOOK or reference material i’m looking for, I will go there to find
it. But honestly, since leaving college, I don’t really see the need to use my
community library. Perhaps I was spoiled by my academic library?..
When was the last time you went to your community library? How do you
envision the community library - what is it offering, from your past experience?
Honestly, the last time I went there was last year to vote. Other than that,
I can’t remember. And it’s odd, I’m not sure I’ve actually been IN the main
hall of the library, just the secondary spaces that functions and events take
place in.
What is your perception of the community library? Do you have any experiences
that stand out to you?
As I said, I perceive it as a place for children and families, not people in my
age range. My friends who have children tell me that they use it for events
the library hosts. OH, and I heard the neighborhood hosts concerts here,
as well - but I’ve never gone. Come to think of it, I bet the library actually
IS doing a lot more than offering books and magazines… But even that
said, I’m not sure I’m the ideal person to use the library in the near future.
Unless there is something really relevant that I actually find out about!
Do you know anyone that regularly goes to the library?
Yeah, like I mentioned, many of my friends who have children use the
library. They say they do reading groups or something for their children.
Seems to make a lot of sense for them. Other than that, I think some of
the ladies in my neighborhood are part of the Edgewood Garden Club, and
they apparently meet at the library weekly or monthly?”

23. Mark Guarraia
interview with an expert
on libraries as evolving spaces
When thinking about designing a new community library, what were some of the
things you took into account?
Well, we looked at studies, all the books in the library (count), we spoke to
a library consultant & she did an analysis, we referenced the San Jose public
library model.
Who did you find is accessing the library most frequently?
Our main target was families with young children, teens and seniors.
The Next Chapter Fieldwork
library architect
19
Stephanie, 31
Were there any strategic initiatives brought to you when considering the design of
this new community space? If so, who were these proposed by?
Space wise we knew we wanted to make sure of a few things : that the
seating in comfortable,that books are more accessible (like a bookstore),that
we use a similar marketing approach to that of what bookstores use, that
the amount of books would likely decrease and that technology would likely
increase in the future and that the community needed a meeting space b/c
such a location did not exist in the town.
As an architect, did you bring any new strategies for the stakeholder review panel
to consider? If so, what were they and where did they come from?
Our firm’s pitch was that: (1) We had never designed a library before so
newness was entirely possible and that (2) we strongly believed that the
library could be “ A new center, a new heart and a new meeting place that
could be theirs forever.”
Was attracting new members part of your strategy when setting out to design a
new library? If so, how did you go about solving for this?
Yes, we wanted to help the space appeal to different people for economic
reasons. To attract the new members:
- needed a dedicated room for computer classes
- needed a large meeting space for things like yoga,movies and special
event spacing as a financial tool
- also, ESL is an opportunity
on working with and within the community
How does Tiverton (host community for new library) differ in its needs from a
more urban community library? Did you happen to study other models when
designing this new space?
To me, the people are the same. The resources, technology and planning
would also be the same. The difference would be structural - like a three
stroy building versus a one story build.
Were there any surprising requests from the community as you set out to design
this new space?
Surprises were that the building commitee decided on making sure the

24. Mark Guarraia
interview with an expert
cont’d
library had event space and that we were able to design and keep the clock
tower b/c it offers a community service. Budget is always tough but in the
end we all wanted the library to be a landmark and the clock tower helps us
do just that.
Were you met with any community opposition when discussing plans for the new
library? If so, what did they pertain to?
It was over the clock tower and how much money we could save from
budget if we removed it.
The Next Chapter Fieldwork
library architect
20
Stephanie, 31
on designing a physical space
What are some new technologies we could observe walking into your new library?
Large LCD screens, a mobile teleconference unit, and a self checkout kiosk
area to free up the librarian’s time.

25. Group 2
Field guides
primary research questions
1. How are community libraries defining themselves?
2. Where are there opportunities for libraries to change and grow to meet the
evolving needs of their members and communities?
3. What is the current relationship between communities and their libraries,
and what are the libraries doing to create, foster, and maintain this?
librarian interview questions
What do you think is the purpose or benefit of having a library? … of this library?
The Next Chapter Fieldwork
Do you think the library currently serves the same purpose it did ten, fifteen years
ago? Please explain.
21
How has this library changed over the past five years? Can you give me some
examples of programs, offerings, functions, etc.?
What would you say are the strengths of this library?
Where do you see this specific library five years from now?
Does this library offer you everything you would like from it? Are there things that
are not offered here that you would otherwise utilize on a regular basis?
Have you ever worked with a group at the library? How do you see groups vs
individuals utilizing the library?
Can you tell me about the skills / services you can offer in this particular library?
Are there times when you or the library is unable to offer assistance to a member?
Can you give an example? What did you do? What did the member do?
What services are most utilized by the community? What services do you think would
or should be utilized more often? What is preventing that from happening?
Who would you say utilizes the library’s current resources the most / most effectively?
Is there any type of person in the community that you would wish to see utilizing the
library more… if so, tell me about that / why?
Can you tell me - is your member population on the incline or on the decline? For
how long has this been a trend, and to what do you attribute this to?
Are there opportunities for our library to gain new members? How would you suggest
that this is communicated?
member interview questions
What do you think is the purpose or benfit of having a community library?
What is it that people need?
Can you list reasons why members need the library?
Who are those that choose not to utilize this service?
How often do you come to the community library?

26. Group 2
Field guides
cont’d
For how long have you been coming to this library? Have you seen the library change
since joining?
Do your friends or family members utilize the community library?
Do your friends or family members utilize the community library?
Have their been occasions when the library has been a solution for a problem you
have had?
Have their been occasions when the library has been a solution for a problem you
have had?
How do you stay up to date with community library offerings?
How do you stay up to date with community library offerings?
Do you feel like you are getting your money’s worth from your communtiy library?
From your perspective, what do you think this library’s main priority is when
serving the community?
From your perspective, what do you think this library’s main priority is when
serving the community?
Does this library offer everything you want from it? Are there things that are not
offered here that you would otherwise utilize on a regular basis?
The Next Chapter Fieldwork
Does this library offer everything you want from it? Are there things that are not
offered here that you would otherwise utilize on a regular basis?
22
non-member interview questions
What do you think is the purpose or benfit of having a community library?
What is it that people need?
Can you list reasons why members need the library?
Who are those that choose not to utilize this service?
How often do you come to the community library?
For how long have you been coming to this library? Have you seen the library change
since joining?
Do you feel like you are getting your money’s worth from your communtiy library?
library expert interview questions
What do you think is the purpose or benfit of having a community library?
What is it that people need?
Can you list reasons why members need the library?
Who are those that choose not to utilize this service?
How often do you come to the community library?
For how long have you been coming to this library? Have you seen the library change
since joining?
Do your friends or family members utilize the community library?
Have their been occasions when the library has been a solution for a problem you
have had?

27. Group 2
Field sites
mark guarraia
conducted research at the
Maitland Library
conducted research at the
William Hall Library
Lewisville, NC
23
kirk rhodes
conducted research at the
Lewisville Library
The Next Chapter Fieldwork
aidenn mullen
Maitland, FL
Cranston, RI
The Lewisville Library is positioned
at the center of the community. The
structure is a visual display of how the
community has introduced modernity in
a manner that compliments the historical
ideals of small town America.
Since being founded in 1896, the
Maitland Library has always had strong
roots in the community. Thirty citizens
raised the initial money to build it, and
others as recent as a decade ago saved
it from being sold to the county. It is
currently owned by the city and run by
the staff through a library non-profit
organization; a unique hybrid model that
gives allows it to keep it’s personality
with a smaller budget.
The William Hall Library is a beloved
resource for this small, densely populated
suburban community, offering resources,
programs, and educational opportunities.
Founded in 1897, this library has been
a walkable destination for families and
individuals alike.

28. Group 2
The Next Chapter Fieldwork
working wall Aidenn
24

29. Group 2
The Next Chapter Fieldwork
working wall Kirk
25

30. Group 2
The Next Chapter Fieldwork
working wall Mark
26

31. The Next Chapter Analysis Documents
27
the next chapter
analysis documents

32. Group 2 Model
Swot analysis
Strengths
Weaknesse s
free resources
community programming
ability to know/meet your neighbors
members feel a part of community
inclusion
teach children life lessons
(borrowing something and returning it)
community center of the future
anticipating community needs
place that feels shared
intra-library loan/reciprocals
provides volunteer opportunities to community
e
marketing to members
marketing to non-members
appeal to teenagers and young adults
innovation within programming (repetitive)
hours of operation
reliance on the library legacy
funding/fundraising abilties
physical/public accessibility
external/digital communication
Internal
Factors
no digital mobility
perceived relevancy
perceived expertise
(no longer temple of knowledge)
The Next Chapter Analysis Documents
school system library awareness program
28
recruit private corporation to a share meeting,
entreprenuers?
virtual library portal application at schools,
colleges, appletv, etc.
social media
library presence at outside community events
establish partnership to form mobile library programs
Positive
1. The Library is the only neutral environment where members of a community can
meet comfortably and without cost.
2. Quote “Libraries are the community centers of the future, we have resources (computers,books) and spaces.”
3. Today’s community libraries rely heavily
on fundraising from volunteer groups to purchase a wide variety of needed items.
Opportunities
community college partnerships
discoveries
big box bookstores
resource driven cultural centers
online libraries
specialized libraries
accessibility of internet at home
funding & resources
public perception of relevancy
aging expertise
younger generations don’t grow up with library
digital divide
building maintenance
library legacy
preschool
Negative
External
Factors
4. Bridging the gap of digital users and library users has been difficult if those targeted do not use the library for community
meetings, research, recreational reading or
attending events.
5. The freedom of digital mobility is of high
value. Members attending teh library have
tehse artifacts brought into the library continually.

33. Aiden Mullen Model
positioning map
useful for
the community
website
Discovery : majority
of youth activity is only
2-5 yrs of age. Groups are
being alienated.
The Next Chapter Analysis Documents
Discovery : what’s inside?
observed members are more
attracted to analog text when
the ideas inside are expressed
visually to grab their eye.
29
youth activity
Discovery : void of social
media, need for communication
must be sought out directly.
auditorium
copy center
exterior of library
center of community
study room
historical reference
library
online library
utilized
digitization station
self checkout
discovery :
need for resources,
marketing revitalization
Discovery : no member
demographics drawn from
library membership other than
the count of members. Also,
no individual identification
on cards. Often, this is the first
card a child has to utilize on
their own which leads to responsibility and self confidence.
physical card
paper flyer marketing
library hours
community marketing
not useful for
the community
reference books
Discovery : Library is the
hub of community history, a
few pieces on display and analog. Need: visual and communicative events for wide target
audience appeal.
under utilized
Discovery :
in need of
Sunday hours

34. Aiden Mullen Model
empathy map
“without the library
there is not a place
within the community to
acquire knowledge.”
cuts in funding
we need space to meet
inventory is being evalauted
The Next Chapter Analysis Documents
Hearing
30
Its impossible to reach
members that cannot
get here on their own.
“this community is very
important to me.”
maintaining target audience
Empathy map
traditional library marketing
our new library doubled our
membership and it continues to grow
other libraries need our books
“children love the library”
“no one knows how to use
the digitization station”
Merrikay, Head Librarian
“can we partner more
with the elementary
school?”
Pains
positive
encouraging
an expert
articulates value of library
vip member of the community
dedicated
Seeing
even art is a part of the library
“alot of members use the computers”
Gains
“we have space for
people to spread
out”

35. Aiden Mullen Model
empathy map
membership is growing,
“libraries are the community
centers if the future, we
have the resources at our
we need space to meet
Its impossible to reach
members that cannot
get here on their own.
scheduled for each day”
inventory is being evaluated
The Next Chapter Analysis Documents
Hearing
31
“can we partner more
with the elementary
school?”
“without the library
there is not a place
“statistics are evaluated for need,
within the community to
we need to take care of circulation
acquire knowledge.”
cuts in funding
Discovery: Those that
Tho
cannot reach the l
he library
t have
themselves do not ha the opportunity
rtifa
to see value, utilize artifacts/services.
These potential adopters ma be the
may
target audience that truly needs
eds
what the library has to offer?
“this com
community is very
impo
important to me.”
Discovery: Quantitative research
is the only way to demonstrate ne
e need
to congressman, for example, to gainmaintaining
ple,
n
additonal funding or staffing.
affing
Empathy map
our new library doubled our
membership and it continues to grow
“children love the library”
“no one knows how to use
the digitization station”
other libraries need our books
funds for
The “Friends of Lewsiville Library”
fundrasing group is the only source
of additional revenue needed.” Generally,
the group raises money within the internal
library space and with similar artifacts offered
at the library for no cost.
has made alot once again,
more than one book
sale event.”
a computer again
n
Pains
target audience
traditional library marketing
“I need help with
topics.”
members what they need
Merrikay, Head Librarian
positive
encouraging
an expert
articulates value of library
vip member of the community
dedicated
our wish list just keeps getting longer.”
Seeing
even art is a part of the library
“alot of members use the computers”
Discovery: L
ry: Librarians are also
ead
community leaders. The position
has potential to com
communicate value
mmun
to teh external community, My community library
d
is also centrally located to leverage such awareness.
Gains
gets together in a shared space
to work towards a common goal.
“we have space for
people to spread
out”

36. Aiden Mullen Model
Affinity Diagram
target
audience
The Next Chapter Analysis Documents
space
32
- Need: flexible hours in
programming
- Need: external book
return
- Member mobility needs
- Surprise: member
meeting space need
- Surprise: 100+ meetings
per month
- “Libraries are the
community centers of the
future”
- Library exists only
within one structure
- Need: Staff to break
away from service desk
- Everyone is included
- Recreational
- Comfortable
- Not overused place for
free digital use
-
Community History
Large Print Collections
Literacy
Early Learning
Volunteers
Members of Fundraising
Groups
Top Tier Circulation
Statistics
A place for children
Elders
Children / Families
late adopters
- Need: Bridge digital
divide for generations of non-users of library
- Non-users attending
other venues serving
similar service/need
- Public perception
negative
- Library is archaic
ideal
- “The only place we can
all share.”
- “Libraries will always be
here”
- “The communities
resource for knowledge”
- “We need a bit more fun
here, it’s too serious.”
marketing
- Increase online library
communication
- Limited external reach
- Update internal reach
- Need: Marketing and
service design education
& software
- Need: Social media as a
marketing tool
- Librarians are marketers
- Libraries are the
communities one place
for assistance in making
decisions
- Need: Fundamental
and ongoing ways of
fundraising developed
and communicated
- Community involved in
financial need
- No cost for learning
- Need: Visual display of
reward and giving
- Need: Qualitative and
Quantitative data to
display need

37. Kirk Rhodes Model
Venn Diagram
discoveries
1. When members check out at the circulation desk information is often recorded for
need and that feedback is often filtered into
circulation statistics.
The Next Chapter Analysis Documents
2. Many decisions at the community library
are a matter of heirarchy. Feedback is often
put into action when it is delivered through
the Board and City Council.
33
3. The community population that has
access to and may utilize the community
library makes for a very high population to
library staff/space ratio.
4. The Friends of the Library have a
quadrant of power over the community and
it’s governing bodies.

38. Kirk Rhodes Model
personas
34
the mom
40 - 60
Primarily female
Working Professional
The Next Chapter Analysis Documents
the bookworm
28 - 40
Female
Primarily stay-at-home, or
work-from-home mother
PROFILE
• enjoys recreational reading, mostly fiction, mostly
paperbacks
• has been going to the library weekly for entire adult life
• knows the librarian at the circulation desk, but doesn’t
stop to chit-chat
• she reads from the library to save money and not clutter
her house with
books she doesn’t have to buy
“I go to the library because it’s a lot cheaper than buying all
my books at the local bookstore. Either way, I’ll be reading.
The library also let’s me discover old classics, which are rarely
featured in bookstores. Visiting the library has become as much of
a routine as reading a book a week. I don’t need the programs or
classes, just the books.”
PROFILE
• enjoys recreational reading, mostly fiction, mostly
paperbacks
• has been going to the library weekly for entire adult life
• knows the librarian at the circulation desk, but doesn’t stop
to chit-chat
• she reads from the library to save money and not clutter her
house with
books she doesn’t have to buy
“I go to the library because I want my kids to be smart and learn
to read quickly. There’s a lot of free programs between all the
different libraries and community centers, so I let my kids decide
which ones they want to go to. Once they start Kindergarten
though, I won’t be visiting the library much.”

39. Kirk Rhodes Model
personas
35
the retiree
9 - 14
Male and Female
Full-time student, public school, living at
home with parents
The Next Chapter Analysis Documents
the student
60 +
Male and Female
Living at home, close to community library
PROFILE
• enjoys recreational reading, mostly fiction, mostly
paperbacks
• has been going to the library weekly for entire adult life
• knows the librarian at the circulation desk, but doesn’t
stop to chit-chat
• she reads from the library to save money and not clutter
her house with
books she doesn’t have to buy
“I go to the library because I’ve been told by my teacher and
parents that I need to do get the required information for my
school project. I like the experience of the library... it’s still new
to me, and since I have limited access and experience with
researching on the internet, I like being able to pursue the shelves
and pick out whatever I want. Especially DVDs on my subject.”
PROFILE
• enjoys recreational reading, mostly fiction, mostly
paperbacks
• has been going to the library weekly for entire adult life
• knows the librarian at the circulation desk, but doesn’t stop
to chit-chat
• she reads from the library to save money and not clutter her
house with
books she doesn’t have to buy
“I go to the library because the computer lets me see pictures and
read about my children and grandkids. I also have to fill out forms
occasionally for my veteran benefits, and the librarians help me.
In addition to seeing friends everytime I come, the library offers
educational classes on practical subjects like wills & trusts, which
is perfect for me.”

40. Kirk Rhodes Model
personas
discoveries
The Next Chapter Analysis Documents
1. There are so many different types of people that visit the Maitland City library that it
was difficult to narrow them down. I chose
these four based on the characteristics I saw
in other typical library visitors. So while
Maitland may enjoy a little more diverse selection of people to it’s stacks and programs,
the four listed here are the biggest and most
common amongst the rest of the
Orlando area libraries.
36
2. Social aspect / physical community of
the library is an overarching motivation for
two of the groups - the mom, and the retiree. The other two groups, interestingly,
are task-oriented and use the library purely
for the free resources they cannot find elsewhere.
3. Four distinct user groups do not have any
opportunity or need to interact with each
other. They are casually aware of the others’
existence at the library, but have no opportunity to cross paths. This is most likely due
to the fact that their needs at the library are
very different.

41. Kirk Rhodes Model
Affinity Diagram
Programs
Competition
Community
Relations
• free / good for budget
• the internet
• known for friendly atmosphere
• printed monthly event calendar
• diverse offerings
• Senior Center (next door)
• printed mailers to local non-patrons
• youth services ranked #1 (image sort)
• Civic Center (next door with
parking)
• Circulation librarians
- know most people’s names
- given power to reduce fines
- smile at everyone
- aide those on computers
The Next Chapter Design + Planning
• princess tea had almost 200 girls
37
• storytimes regularly have 100 kids
- teaches parents too
- how many kids learn how to read
- most popular event (1-4)
• adventures with books (5-8)
• a break for moms
• air-conditioned events
• allow students to volunteer
• community outreach (Leu Gardens)
• cooking classes
• human-guided computer classes
• adult programs as continuing
education
• Jewish Community Center
• local schools
• churches
• Fedex Office
• lake culture (farmer’s market)
• Starbucks + other coffeeshops
• grocery stores
• a place kids learn how to read
• DVD’s and Chilren’s picture books
are the most circulated items
• reciprocals set up with Orange
county but not Seminole county
• absorbed many WFCF (Work Force
Central Florida) clients when office
shut down
• Director keep good standing with
City Council and rubs shoulders
with local business owners
• Summertime Reading is a big
connection point, as the librarians
help create the list and offer
programs surrounding them
External
Communication
• many patrons pick up calendars at
events or programs
• monthly calendar + Director email
• email blast for special events
• updated website with news +
calendar
• booths at festivals where you can
sign up for card
• librarians share professionally with
other libraries at conferences
• used to have city put the upcoming
library events at the bottom of
everyone’s monthly energy bill

42. Kirk Rhodes Model
Affinity Diagram
Strengths
Member Identified
Weaknesses
Member Identified
Strengths
Staff Identified
Weaknesses
Staff Identified
• feels friendlier than other libraries
• perception of library as old, stale,
dank, musty, boring... a dull, onesize-fits-all approach
• library already centered on
community involvement as future
• ran out of space years ago; want to
build two more stories
• lots of diverse programs: cultural
cooking, yoga, wills + trusts,
storytimes, book clubs, etc.
• little parking
• storytimes with Jonathan
• poor lighting
• zones for talking and studying
• too little space... the kids section is
crammed at the back of the library,
the courtyard is barely used
• teenagers enjoy volunteering
The Next Chapter Introduction
• no time limit or cost to use computer
38
• librarians at the circulation desk
know regular’s names, even if
a “street guy”
• Director knows or greets everyone
• “take a chance with kids”... a child
hasn’t broken one of the real china
tea cups yet during Princess Tea
• aid patrons in filling out
unemployment, renwing driver’s
license, getting food stamps, etc
• open policy... all programs (and most
offices) are open to public
• there is no media or computer lab
• difficult to find information on
website
• dying art scene
• perception of library as service +
entertainment for the lower class
• only one large community room to
reserve or rent... no smaller or coworking spaces
• volunteers + assistants aren’t trained
adequately for situations involving
anger, confessions, or the homeless
• 115yr history in community
• expert staff has years of experience
• embraced change with new director
• re-organized front room for adults:
fiction, study, quiet, away from kids
• the community asks for what it wants
• mantra: “how can we help you?”
• Director delegates power and
encourages staff to exercise their
own creativity and expertise
• Director’s passion and influence with
City Council + local business owners
• cross-training model where all staff
cycles through circulation desk
• membership #s up since new director
• open to new ideas from outsiders
(like this study)
• the library looks cluttered; a nicer,
newer-looking space would also
bring in new people
• poor lighting
• can’t teach multimedia classes
without a computer lab (competitor,
the Senior Center next door, has one)
• prime staff members occasionally
aren’t given a say within
programming
• need volunteers to clean up after events
• need an assistant for Youth Services
• SirsiDynix, their book tracking
management tool, has major bugs
and the responsible person hasn’t been
given enough time to study and adapt
• staff relies on circulation desk to
interact with patrons

43. Kirk Rhodes Model
Affinity Diagram discoveries
39
insight one
The staff and patrons have different priorities motivating their children’s programming
interactions. Patrons value a consistent schedule and quality of events, not necessarily
the originality or difference from the previous one. The staff currently spends a lot of
time trying to fulfill most of the typical holiday events as well as create exciting new
subject matter for future events.
The Next Chapter Introduction
The biggest strength of this library is its staff. In all twelve interviews I conducted,
it was always mentioned. The members thought it was because they were friendly and
remembered their names, while the staff considered that only one facet of expert,
experienced librarians.
insight Two
The library clearly understands their member’s desire for more programming, more
computers, more children’s books, and more parking. It has maxed out the staff effort
on the programs it has running. The majority of fundraising is done by the Friends of
the Library, who run book sales and a 5K each year. Outside their allocated budget, the
only other money they bring in is via late fines.
insight Three
The staff emphasized their duty to provide education + entertainment in an appealing
manner, and nearly every one interviewed remarked how the library offers these services
free of charge. Some even said most people in the library at any given time don’t have
the money or budget to find such library services elsewhere (bookstore, movie theatre).
insight Four

44. The Next Chapter Analysis Documents
Mark Guarraia Model
personas
40

45. The Next Chapter Analysis Documents
Mark Guarraia Model
personas
41

46. The Next Chapter Introduction
Analysis Documents
Mark Guarraia Model
Positioning map
42

47. Mark Guarraia Model
The Next Chapter Analysis Documents
affinity diagram
43

48. Mark Guarraia Model
The Next Chapter Analysis Documents
affinity diagram
44

49. the next chapter
The Next Chapter Synthesis Document
synthesis document
45

50. Aidenn Mullen
Insight one
The Next Chapter Synthesis Document
Librarians are often overwhelmed by
their daily routine, finding little time to
explore community need.
46
There is an opportunity for TODAY’S LIBRARIANS TO CREATE AND IMPLEMENT
AN EVOLVING SYSTEM OF USER NEEDS.
How might we
... make library users more self sufficient?
... introduce qualitative findings in conjunction with
quantitative analysis to demonstrate need?
... reduce administrative tasks?
We could
“I have to do my job before I think
about doing new things.”
“The library is for recreation, not
homework.”
“Our new library doubled our
membership and it continues to
grow.”
“Libraries are the community
centers if the future, we have the
resources at our fingertips.”
* Quotes above are taken from
structured interviews with library
staff and member image sorting
activity.
... create a visual catalog of resources, easy to browse by
search word.
... install visual cues for users upon entry, directing toward
need.
... make the service desk digital, requires rare librarian
interaction.
... digital spaces require statement of need or activity for
qualitiative research.
... library volunteers are recruited via members as a
resource.

51. Aidenn Mullen
Insight two
The Next Chapter Synthesis Document
There is no top user group crossover within the
library space; two of which have considerable
passion for the library as a desintation for recreation.
47
There is an opportunity for MEMBERS TO COLLABORATE BETWEEN EACH OTHER
TO BUILD A STRONGER SENSE OF COMMUNITY.
How might we
... create user group cross-over and form a more
collaborative commmunity.
... converge met user groups, seniors and families?
... better visually display that the library is a recreational
place for the entire community?
... communicate that the library is a destination to utilize
and preserve for future generations?
We could
“I can’t find large print books for
free anywhere else.”
“My children love the library”
“I get out to stay active.”
“We are here for the kids Halloween
books alive show.”
* Quotes above are taken from
families and seniors in the contextual
library environment.
... engage in a community event, design a volunteer participation
exercise that showcases the outcome of community collaboration
towards the communities’future potential.
... host and outdoor event ( a positive visual display) based on social
and recreational interaction, coincide the event with an internal
fundraising event.
... develop a community history ongoing program that is participant
interactive/educational and works to establish new findings with every
meeting. Display progress through various forms of communication,
including social media.

52. Aidenn Mullen
Insight three
The Next Chapter Synthesis Document
Bridging the gap between services
offered, programs attended and spatial
need is vital to the library becoming
the “community center of the future.”
48
“I
need help with very
specific r efer ence topics .”
“C an
we bet ter partner with
the elementary school?”
“We
h ave space for people
to spr eadout and still feel
included .
”
There is an opportunity for LIBRARIANS TO ADOPT A MORE EFFICIENT
MARKETING APPROACH TO REACH A WIDE VARIETY OF USER GROUPS, BOTH
INTERNALLY AN EXTERNALLY.
How might we
- digital users
-external environment
-willing financial donors
- members with unmet needs
- be more effective with internal communication
-enable communicators with effective tools
-visually showcase happenings to raise awareness
We could
- Explore and purchase marketing design software that
can enable communication to non digital users on a more
sustainable level, perhaps making event flyers consolidated.
- -Explore & communicate to external environments
with visual methods of interaction. ex: elementary school
skit explaining programs for youth.
- -Establish social media sites
- -Develop ebook advertisements for mobile devices, it’s a
contextual environment easily within reach. Communicate
via social media,

53. Aidenn Mullen
Insight four
The Next Chapter Synthesis Document
In order to further grow the library as a
community destination fundraising and
municipal budget must be supplemented by
ongoing supplemental avenues of rasing funds.
49
There is an opportunity to INVITE THE GENERAL PUBLIC TO JOIN IN EFFORTS OF
FUNDRAISING AND SUPPORTIVE NEED. SUCH A DISPLAY OF ACTIONABLE REQUESTS
CAN HELP TO BUILD THE LIBRARY AS NOT ONLY A RESOURCE FOR LEARNING BUT
ALSO AS THE ELEVATED DESTINATION FOR COMMUNITY COLLABORATION.
How might we
How can we utilize space in a more efficient manner to
gain fundraising participation?
We could
“T he
things we need h ave to be
purch ased through fundr aising .
T his
takes alot of time , our
wish list just keeps get ting
longer .”
“T he
things we need h ave to be
purch ased through fundr aising .
T his
takes alot of time ,
our wish list just keeps get ting
longer .”
-Take services & meetings to external library outdoor
grounds to raise awareness.
Further existing fundraising events by incorporating
community donation to both internal and external
resources?
-Ensure that fundraising needs are visually communicated
by designating space, show reward after event to library
attendees, local paper, etc.
Stay relevant within the age of technology by
affording needing digital artifacts?
-Establish a mobile library program, reaching stakeholders
externally and more convieniently.

54. Kirk Rhodes
Insight one
The Next Chapter Synthesis Document
Members don’t utilize the expertise
and experience of the library staff.
50
I’m seeking them out more than they’re
seeking me out.
– BR, member
Members and Visitors remember the Maitland City Library because it is friendly, but
only generally speaking or regarding the circulation librarians at the front desk. They
don’t take the opportunity to ask for the librarian’s personal assistance. Perhaps they
don’t know or think of their experience and expertise. In an internet-in-the-pocket
culture, it may be easier for some people to avoid the personal interaction in lieu of
Google.
There is an opportunity to brand the local librarian as the source of
personalized knowledge, or the conduit to all answers.
How might we
... communicate to the public the quality and quantity of
experience the Maitland City Library staff holds?
We could
Patrons are always looking for
something. Our mantra here is how
can we help you?
– VD, staff
* all staff librarians at the maitland
city library have at least a decade of
experience–most have two.
... build a local campaign, challenging people to “Stump
the Librarian” and experiencing the library interaction.
... create an environment where it is comfortable to
approach a librarian for help?
... replace all large, square-angle desks with shorter, round
ones, giving the impression librarians are more accessible.
... encourage existing “users” of the experts to share
their experience with others?
... ask librarians to mention to patrons the benefit of verbally
sharing newly acquired knowledge as a mnemonic tool.

55. Kirk Rhodes
Insight Two
The Next Chapter Synthesis Document
Staff hinders children’s programs growth
by not understanding Members’ motives.
51
By the numbers (100+ weekly), children’s storytimes are the most successful library
program. This is due in a large part to the passionate performances of the Youth
Services Director, who is constantly thinking up new, unique, themed parties and
events. But after talking with 5 moms, the biggest concerns are convenience/schedule
and quality, not subject matter. By constantly trying new things, the staff begins each
project further from success, having to schedule and experiment for each event.
There is an opportunity to grow the children’s programs by focusing on
the mothers’ criteria as opposed to the library’s creative desires.
How might we
... establish a channel of communication between the
mothers and Youth Services Director?
We could
It doesn’t matter if I’m enjoying the
program... if my kids aren’t connecting
and don’t like it, we’re leaving.”
– CF, member
I feel most valued when I’m preforming
during storytimes... I really need a fulltime assistant to keep up with all the
programs.
– JH, staff
* there are at least a dozen types of
youth services events, with new ones
added each year: costumed storytimes,
princess tea, cooking up culture, 45min
productions of alice in wonderland,
mardi gras dance party, etc.
... begin a brief question + answer session after storytime,
having fore-warned, “committed” mothers get the ball rolling.
... avoid competing with the mother’s schedule, or other
school and community center programs?
... create and publish a pocket-sized calendar of events, then
drive members to register for events on the online calendar.
... encourage the Youth Services Director to concentrate
his efforts on quality over innovation?
... introduce and pass out a short satisfaction survey at the
beginning of storytime, focusing on ideal/desired quality.

56. Kirk Rhodes
Insight three
The Next Chapter Synthesis Document
The library cannot grow if limited to city
budget and current fundraising methods.
52
The library is allocated a certain amount of money from the city each year, where
they follow a strict, approved budget. Each year there are resources and building
improvements they planned but are unable to afford. And each year the city cuts into
the budget a little further. The patron-formed group Friends of the Library are tasked
with making up the remainder, but in the last 75 years of service, they’ve raised $150K
mostly through used booksales, and their membership is aging. This is not sustainable.
... develop relationships with new donors and potential
donors?
– BR, member
We always build through integration
with the city’s plan... we have stayed
(and been constrained) to Maitland’s
Cultural Corridor.
– BW, board
* the library is a 5013c non-profit, so
it is not allowed to actively raise
money for itself. other interested
parties must donate the funds.
There is an opportunity to allow other Patrons to join under the
fundraising banner, generating additional support and camaraderie.
How might we
Unjust fines... misdemeanor mentality.
We could
... allocate time to developing partnerships with local
Maitland business owners, preferably in the library with tea.
... expand the resources and organization of the Friends
of the Library to meet higher fundraising goals?
... create a pop-up library at local farmer’s markets, allowing
new Friends to volunteer at a new booksale venue.
... discover and build a team of stakeholders interested
and willing to commit to fundraising for the library?
... have a director cast a vision at all programs and events,
visually announcing what the fundraising efforts will go to.

57. Kirk Rhodes
Insight Four
The Next Chapter Synthesis Document
Free services are a valuable commodity
when they’re offered for a price elsewhere.
53
FedexOffice, one block away from the Maitland City Library, charges $5 per hour to
use a computer. A block in the other direction is the neighborhood pharamacy, with
a RedBox out front that charges $1.29 per DVD per night. A mile down the street is
a Barnes & Noble. In the present economy, bugets have become more important than
ever. The library not only offers these services free, but offers educational classes and
experts to answer questions.
There is an opportunity to capitalize on the state of the economy by
reminding members and potential members of all the free services offered.
How might we
... remind the public about something they already know
(free library services) that sounds un-impressive?
We could
I started going to the library first
because I was on a budget.
– KR, member
We offer unlimited free computer access
to everyone. Our competitors can’t say
that... We used to purchase all the New
York Times best sellers, before they
became politicized.
– SL, staff
* the library was built when 39
citizens raised $3000, with a matching
contribution of $3000 by a wealthy
donor in 1906.
... create a local campaign that looks impressive, with
overly-ornate design around simple library objects.
... stay competitive in the age of free services:
Google, Yahoo, Spotify, YouTube, Facebook?
... emphasize our programs and classes: free, hands-on,
with human/human/computer interaction.
... appear better than the competing services:
Fedex Office, RedBox, Barnes & Noble?
... advertise our “help” means more than one resource: from
classes taught by experts to budgeting books on tape.

58. Mark Guarraia
Insight one
The Next Chapter Synthesis Document
People are turning to their libraries for
free community resources and programs–
much of this traffic driven by economic
factors.
54
The kids and I will always come
for reading hour with the children’s
librarian because it keeps the kids
occupied, we can walk to it from
our house, and it’s FREE – with
my husband currently out of work,
everything helps.
– Angela, 32
There is an opportunity to make the community library the go-to
destination for community learning, resources, and education – and to
increase its current member base.
How might we
… more effectively communicate the services offered by
the community library?
We could
... contextually marketing and advertising of programs
... publicity – variety of channels, public and private
… pull in community members who are currently on the
periphery?
... host a signature neighborhood event annually,
showcasing the other events offered to the community
… continue to fund these initiatives?
... partner with other businesses / entities (for instance,
drama department at Brown University to draw people to
auditorium space)
… continue to anticipate the needs of our community?

59. Mark Guarraia
The Next Chapter Synthesis Document
Insight two
55
The community is craving things the
library can’t currently offer enough of,
due to staff and resourcing constraints.
The library does, however, know and can
anticipate the needs of its community.
When designing the new library in
Tiverton, we followed the San Jose
model – which places all librarians on
the floor, ‘ freeing’ them from the front
desk so that they can assist and interact
with members.
– Stephanie, 31
There is an opportunity to increase funding and accessibility to value-added
offerings and programs, with knowledge of the community being served.
How might we
We could
… capture the needs of our community members?
... create a fundraising initiative specific to certain valueadded offerings and programs.
… increase the library’s ability to offer relevant and
useful programming to its members?
... encourage neighborhood corporate sponsorship of
certain activities / courses / concert series / events
… account for staff and resourcing constraints when
expanding program offerings?
... host a bi-annual forum to understand what the community
is craving.
… increase programming at the community library?
... gather field suggestions from members, neighbors, and
neighborhood businesses.

60. Mark Guarraia
Insight three
The Next Chapter Synthesis Document
Community members are utilizing the
library grounds and interior quiet space as
much as they are utilizing programs and
resources.
56
As a family, we’ll go have a picnic on
the library yard – especially during
the summer. Even when they offer
concerts, we’ll hang out until they
start. We just don’t have that amount
of space at our house.
– Matt, 40
There is an opportunity to promote the physical environment of the public
library as much as the shared resources.
How might we
We could
… make people aware of the physical spaces available
for use at the community library?
... make many of the cherished spaces within the library
rentable for private functions – weddings, dinners,
meetings, parties. Many of these events happen during ‘off
hours’ anyway.
… better preserve the physical spaces – historically,
physically, and financially?
... continue library programming outdoors – bring the library
OUT of the library’s walls.
… leverage the physical environment of the library
better?
... host a community picnic day on the lawn
... provide architectural tours of the library, grounds, and
neighborhood

61. Mark Guarraia
Insight four
The Next Chapter Synthesis Document
Groups attending the library on a
consistent basis are not communicating or
interacting with each other.
57
‘We do like meeting the other parents
at the library, but other than that, we
tend to stick to ourselves – not sure
what everyone else is there for.’
– Faith, 42
There is an opportunity to connect disparate groups of people who are
currently attending and utilizing the community library.
How might we
… connect different users within the library?
… create amenities multiple groups of users may enjoy?
… showcase the library as a meeting place for different
user groups?
We could
... create a member-based resource board – what can
members teach each other?
... allow library members to run programs, free up library staff.
... offer library stations throughout – for instance, multiple
smaller computer stations as opposed to just one.
... develop classes that only happen in meeting rooms can
have components which happen in the main hall.
... offer programs outside of the library space – extend into
neighborhood.

62. Group 2
The Next Chapter Synthesis Document
th er e’s an op po rtun ity...
58
... for members with met needs to develop collaborative services/programs that
can be communicated to the community as a value benefit of the library.
... to increase the notion of the library as a recreational space of connectivity,
changing the perceived value of the library.
... to showcase the wide variety of library resources visually to the community
by partnering with community member frequented establishments.
... to make the community library the go-to destination for community learning,
resources, and education – and to increase its current member base.
r
a
rm
te
er
lo
ng
desi gn solu ti on s
Increase
member
satisfaction, and
bring in
potential users
on the periphery
Allow users to move about the space by offering digital mobility. This is the
comfort of home.
X
X
Develop a visual and directional display of library spaces & resources that are
simple for the user to comprehend.
X
Digital Artifacts #1 ideal sorting image – the online library
X
X
Ensure that the service desk is fully automated, freeing librarians from routine
tasks.
X
... to connect disparate groups of people who
are currently attending and utilizing the community library.
Develop a visual & digital based platform that can be accessed both
internally/externally to browse resources by keyword.
X
... to increase funding and accessibility to value-added offerings and programs,
with knowledge of the community being served.
... to grow the children’s programs by focusing on the mothers’ criteria as
opposed to the library’s creative desires.
ye
le
tb
en
em
pl
Im
Im
pl
em
en
tb
le
th
is
‘to
m
or
ro
w
’
Opportunity Map
Educate librarians of marketing ideas to evolve communication. Enable with
software.
Recruit library volunteers using existing members as a resource. Could
include youth program “little librarians” to develop emotional tie to library.

63. Group 2
le
rm
tb
te
en
er
em
lo
ng
pl
Im
Im
pl
em
en
tb
le
th
is
‘to
m
ye
a
r
or
ro
w
’
Opportunity Map
desi gn solu ti on s
th er e’s an op po rtun ity...
The Next Chapter Synthesis Document
.. to create an implement evolving system of user nee s eyon
uant tat ve stat st cs.
59
.. to ensure t at tec nolog use
li rarians is most current an useful for t eir nee s.
.
q
.
by
d
d b
d
i i
i i
.. to present i rarians as figures of t e communit . e are often quite
assionate a outyt e d
communit t e serve, quite knowle gea le a out
h
h
namic perspectives of communit mem ers.
b rea istor an aware of
d
h
d
.
p
a
.
th
.
l
b
.
o h
Lb
h
y Th y
.. to promote t e p ysical environment of t e pu lic li rary as muc as
b
h
y h y
d
b b
e sy are resources.
h
d
dy
y
b
h
make th
h
rar
t be
b
go-to
h
estination
.. to
e communit li
for communit
d
earning, resources, an e ucation – an to increase its current mem er
ase.h
y b y h
d
y
h
d d
d
b
.. to ran t e local li rarian as t e source of personalize knowle ge,
br t dehcon uit to all answers.
b
h
d
d
d
Elevate the
library and
librarians as
expert and
unparalleled
resources,
through
communication,
technology, and
marketing
X
E
th
c
h
b
ost an outdoor event positive visual displa based on social and
ecreational interaction, coinci e t e event wit an internal fun raising
d h
v n.
h
evelop a communit istor ongoing program t at is interactive an
orks to d
esta lis new fin ings wit ever meeting. Displa progress
roug various platforms of communication, inclu ing igital social
ia.
d
p
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r
e e t
d
y
i l
(
d
D
w
th
h
med
yh
h
y)
h
X
y
b h
d
h
y
y
d
X
H
e
I
c
i
X
h
ii ’
ngage in a community event, esign a volunteer participation exercise
at s owcases t e outcome of communit colla oration towar s t e
ommun t es future otent a .
hb h
d
h
X
d
y
y h
h
y
d
d
h
U
y
d
ost
a signature neig or oo event annuall , s owcasing t e ot er
vents offere to t e communit
h
h
ncrease programming t at is going well, per aps involve sponsors /
ommunit partners. Partner with other businesses / entities (for
nstance, rama epartment at Brown niversit to raw people to
d

64. Group 2
.
p
.
p
b
h
h
..bto make t e community li rary t e go-to estination for community
y by
y
d
h
y
y
earning,by
d d resources, an e ucation – an to increase its current mem er
y
b
ase.
h
b
d d
h
d
d
b
.. to increase fun ing an accessi ilit to value-a e offerings an
rograms, wit knowle ge of t e community eing serve .
d
h
d
d
b y
h
dd d
b
d
d
.. to capitalize on t e state of t e econom
remin ing mem ers an
otential mem ers of all t e free services offere . d
h
h
y by
d
b
b
h
d
ye
a
rm
te
er
lo
desi gn solu ti on s
.. for li raries to ecome t e location for a large population of t e
ommunit
marr ing services an spaces so t at activit is visuall
cknowle ge
all communit mem ers.
.
l
b
ng
em
pl
Im
th er e’s an op po rtun it y...
.
c
a
is
le
en
tb
le
tb
Im
pl
em
en
The Next Chapter Synthesis Document
60
th
‘to
m
or
ro
r
w
’
Opportunity Map
Leverage
current library
assets, and
promote further
to existing and
future member
populations
X
This should be about capturing what the community needs (perhaps
charette), and what is already going well, and turning that into a full
calendar of meaningful events. Again, perhaps community partnership
plays into this heavily?
X
Require digital artifacts users in the library space (desktop, mobile, etc.)
to state activity or need being pursued through library. Use data to
identify need, constantly evolving libraries’ relationship with technology.
Vocalize leading edge user technology.
X
Develop “sister” library relationship within county scope. Offer insight as
to what the focus is of each library (ie – reference, history, social groups,
fiction readers, youth activity) and establish a program to educate

65. Group 2
th
is
le
rm
tb
lo
Im
ng
pl
er
em
te
en
Im
pl
em
en
tb
le
‘
to
m
or
ye
a
ro
r
w
’
Opportunity Map
desi gn solu ti on s
The Next Chapter Synthesis Document
th er e’s an op po rtun ity...
61
.. to communicate t e financial nee of t e li rar more effectivel to t e
nt re commun t .
.
e i
.
f
.. to generate fun s
leveraging mem er onate artifacts for
un raising campaigns on items t at are not only li rary centric.
h
d
iy
.. to furt er esta lis
.
.
p
.
th
.
add
b
y
y
h
out mem er atten ance.
d by
d
h
b
d
d
b
h
.. to increase fun ing an accessi ilit to value-a e offerings an
rograms, wity knowle ge ofdt e community eing serve .
h
b h
h
b
d
b
dd d
.. to promote t d p sicalyenvironment of t e pud lic li rar as muc as
e
h
d
h
b
d
e s are resources.
h
h
..
hy
h
b
b
y
h
d
to allow ot er Patrons to join un er t e fun raising anner, generating
itional support an d h
camara d
erie. b
h
d
d
Increase the
stability and
security of the
community
library to
increase their
community
oten tial de ig n id ea :
ake man of t e c eris e spaces wit in t e li rar renta le for private
unctions – we ings, inners, meetings, parties. Man of t ese events
appen uring ‘off ours’ an wa
X
p
s
M
f
h
s
h
Xdd
y
d
h
h d
h
h
b
d
h
y
y.
N
c
hb h
D
b
h
c
s
y
d
h
i
h
b
X
b
y
b
h
d
y
initiative specific to certain value-added offerings
eig or oo corporate sponsors ip of certain activities / courses /
oncert ser es / events
X
C
a d
reateba fundraising
y
h
n y programs.
h
d
y
C
h
evelop out clu ongoing programs ase on tren topics t at can
e interesting for a wider audience. Ex: Create a outh talent club and
d
h
ost a famil event to showcase local talent. Ex: reate a stor book /
omic ook c aracter para e t at participates in oli ay para es or a
y
imple Saturda parade to attract attention.
d
d

66. Group 2
Opportunities
The Next Chapter Synthesis Document
Increase member satisfaction and bring in users on the periphery
62
Elevate the library and librarians as experts and unparalleled
resources, through community, technology, and marketing
Leverage current library assets and promote further external reach to
existing and future member populations
Increase the financial stability and security of the
community library to increase its community offerings

67. Group 2
potential Design ideas
Increase member satisfaction and bring in users on the periphery
The Next Chapter Synthesis Document
Elevate the library and librarians as experts and unparalleled
resources, through community, technology, and marketing
63
Leverage current library assets and promote further external reach to
existing and future member populations
Automate all or part of the
service desk, allowing librarians
to interface with patrons outside
of the desk
Increase the financial stability and security of the
Develop a visual and directional
Create an environment more
community library to increase its community offerings
conducive to ‘lounging’ and
relaxing – more of a book
store setting
display of library spaces and
resources that is easy to
understand and access
Allow users to move about the
space by offering digital mobility
– offering them the convenience
and comfort of home

68. Group 2
Increase member satisfaction and bring in users on the periphery
potential Design ideas
Elevate the library and librarians as experts and unparalleled
resources, through community, technology, and marketing
The Next Chapter Synthesis Document
Leverage current library assets and promote further external reach to
existing and future member populations
64
Increase the financial stability and security of the
community library to increase its community offerings
Host signature neighborhood
events annually, showcasing
the other events offered to the
community
Increase programming that is
going well, and involve
community partners that can
help promote them
Recruit library volunteers using
existing members as a resource.
Could include youth program
‘little librarians’ to develop
emotional tie to library
Develop a living ‘community
history’ platform that is both by and
for the community – dispersed
through various communication
platforms, including social media

69. Elevate the library and librarians as experts and unparalleled
potential Design ideas resources, through community, technology, and marketing
Group 2
Leverage current library assets and promote further external reach to
existing and future member populations
The Next Chapter Synthesis Document
Increase the financial stability and security of the
community library to increase its community offerings
65
Host a charrette to find out what
the community needs and what
is already going well, and turn
that into a full calendar of
meaningful community events
Glean information from digital
artifacts users in the library
space about their needs to
better identify upcoming needs
and desires of the community
Develop ‘sister’ library relationships
within counties. Offer insight as to
what the focus is of each library
(reference, history, social groups,
etc.) and establish corresponding
educational programs
Provide community events with
a broader demographic reach
within the library’s physical
environments

70. Leverage current library assets and promote further external reach to
potential Design ideas
existing and future member populations
Group 2
The Next Chapter Synthesis Document
Increase the financial stability and security of the
community library to increase its community offerings
66
Make many of the cherished
spaces within the library
rentable for private functions –
weddings, dinners, meetings,
parties, as many of these events
happen during ‘off hours’
Create a fundraising initiative
specific to certain value-added
offerings and programs
Involve neighborhood corporate
sponsors for certain activities /
events / educational courses /
concert series
Develop ongoing youth club
programs based on trend topics
that can be interesting for a wider
audience. For instance – talent
groups, groups that interface with
neighborhood events / parades

71. The Next Chapter Synthesis Document
the next chapter
appendix
67

72. The Next Chapter Appendix
Group 2
Field notes
68

73. The Next Chapter Appendix
Group 2
Field notes
69

74. The Next Chapter Appendix
Group 2
field notes
70

75. The Next Chapter Appendix
Group 2
field notes
71

76. The Next Chapter Appendix
Group 2
Field notes
72

77. Group 2
works cited
American Library Association. http://www.ala.org
Coonan, Emma Marya. “Information-seeking behavior in a major research library:
User’ search strategies for navigating the OPAC”. Spetember 2008.
Dowling, Micheal. “American Library Association announces collaboration with
Sharjah International Book fair”. http://www.ala.org
“Friends of the Lewisville Library”, Lewisville Branch Events & News.
“Public Libraries in the United States Survey: Fiscal Year 2010.” Institute of Museum
and Library Services.
http://www.imls.gov/research/public_libraries_in_the_us_fy_2010_report.aspx
Sewers, Paul. “The future of libraries”. August 22,2013,
http://thenextweb.com/insider/2013/08/22
“Teens need libraries”. YALSA. http://www.ala.org
http:www.forsythcounty.cc/library/Lewisville
Tiverton Public Library. http://www.tivertonlibrary.org/
Gunter J., Wabe. “Library, Archive and Museum collaboration”. OCLC Research.
“Trends in Library Usage.” Wikipedia.
Hall, James. “Mobile Library cuts to hit elderly and rural dwellers”.
http://www.telegraph.co.uk/news/9189385
“Ideas and Models for offering programs”, Idea Serving.
The Next Chapter Appendix
http://www.ala.org/ascla/asclaissues/101
73
Maitland Public Library. http://www.maitlandpubliclibrary.org/
“Meeting Rooms”. Lewisville Branch Events & News, Info.
http:www.forsythcounty.cc/library/Lewisville
“News you can use about the central library”. Forsyth County Library, NC.
Price, Gary. “New Statistics Available: IMLS Releases New ‘Public Library Report’”.
Info Docket Library Journal. http://www.infodocket.com/2013/01/22/new-
statistics-available-imls-releases-new-public-library-report-fy-2010/
http://en.wikipedia.org/wiki/Trends_in_library_usage
Valdes, Manuel. “US libraries tst new service for streaming movies, music.”
Oct.2,2013, http://ctvnews.ca/si-tech/u=s=libraries
White, Jacquelyn, “North Carolina Digital Library”, October 17,2013
http://www.forsythcounty.cc/library/Lewisville
William Hall Public Library. http://www.cranstonlibrary.org/locations/hall
Young Adult Library Services, “Speaking up for Library Services to Teens.”,
The Campaign for America’s Libraries.