scaling learning: learning about our users

Dublin, OH April 12, 2016

Scaling Learning: Learning About Our Users

Lynn Silipigni Connaway, PhDSenior Research Scientist

William Harvey, PhDConsulting Software Engineer

Digital Visitors and Residents: What Motivates Engagement with the Digital Information Environment?• Identify

individuals’ modes of engagement

• How they acquire their information

• Why they make their choices(White, Connaway, Lanclos, Hood,

and Vass 2014)

V&R Framework

(White and Le Cornu 2011)

#vandrVisitors and Residents resources http://goo.gl/vxUMRD

Visitor Mode

•Functional use of technology•Formal need•Invisible online presence•Internet is a toolbox

(White and Connaway 2011-2014)

Resident Mode

•Visible and persistent online presence•Collaborative activity online•Contribute online•Internet is a place

(White and Connaway 2011-2014)

“Nearly 60 percent of the world’s people are still offline.”(Pattillo 2016)

A MENAGERIE OF MAPS

Fiona Parsons

Fiona Parsons

Cendrella Habre

Cendrella Habre

Linda

Linda

?

NOS App

Jeff Gima

Sarah Campbell

Anja Smit

Melinda Loof

UCLA MAPS FEBRUARY 2016

Ginny Steel

1st Year Undergrad

2nd Year Undergrad

2nd Year Undergrad

3rd Year Undergrad

3rd Year Undergrad

4th Year Undergrad

Grad Student

Grad Student

Grad Student

Librarian

Library Assistant

Library Assistant

DATA AND ANALYSIS

• 83 maps total– 44 Global Council maps– 39 UCLA maps

• Librarians (n=53)• UCLA students (n=30)

Dataset Overview

Dataset Demographics

19-25 26-34 35-44 45-54 55-64 65+ Unknown0

5

10

15

20

25

30

Age Ranges

LibrariansStudents

Dataset Demographics

HS Diploma Bachelor's Master's Ph.D. Unknown0

5

10

15

20

25

30

35

40

45

Highest Level of Education Achieved

LibrariansStudents

• Top Countries of Origin– United States (54)– Canada (4)– Netherlands (2)– Germany (2)

• Other Countries (21)

Dataset Demographics

• Interesting multiplicity in modes of engagement

• Any guesses?

Most Commonly Reported Activities

(Sarah Campbell’s map)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Not UsedMultiple Modes

Top 20 Activities (1-10)

0%10%20%30%40%50%60%

70%80%90%

100%

Not UsedMultiple Modes

Top 20 Activities (11-20)

• What kinds of websites and activities are reported? • Top five most popular web-based sources:

1. Social Media2. Email3. Messaging4. Search5. Video

Most Common Web-Based Sources

• Do the shapes corresponding to an activity exhibit patterns when multiple maps are considered?

• Can we identify behavioral archetypes based on an activity’s pattern of appearance?

Understanding Behavior

GoogleSearch

Personal

Institutional

Visitor Resident

Facebook Personal

Institutional

Visitor Resident

YouTube Personal

Institutional

Visitor Resident

Linkedin Personal

Institutional

Visitor Resident

Twitter Personal

Institutional

Visitor Resident

Email Personal

Institutional

Visitor Resident

Amazon Personal

Institutional

Visitor Resident

Instagram Personal

Institutional

Visitor Resident

Wikipedia Personal

Institutional

Visitor Resident

Gmail Personal

Institutional

Visitor Resident

Snapchat Personal

Institutional

Visitor Resident

GoogleDrive

Personal

Institutional

Visitor Resident

• Librarians (n=53)• Students from UCLA (n=30)• How are they similar? Different?

Compare and Contrast

Snapchat Spotify Tumblr Netflix Yelp Instagram Buzzfeed YouTube Pandora Reddit0

0.10.20.30.40.50.60.7 Activities Correlated With Students

Wikipedia Banking Bills Evernote Email Texting Games Linkedin Google Search

Gmail0

0.10.20.30.40.50.60.7 Activities Correlated With Librarians

Google Search

Facebook YouTube Twitter Linkedin Email Amazon Google Drive

Shopping Skype0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Activities Common Among Librarians and Students

• Clearly there are differences between reported activities

• What about differences or similarities in map geometry?

Compare and Contrast

GoogleSearch

Librarians

Personal

Institutional

Visitor Resident

GoogleSearch

Students

Personal

Institutional

Visitor Resident

GoogleSearch

LibrariansStudents

Personal

Institutional

Visitor Resident

Email

LibrariansStudents

Personal

Institutional

Visitor Resident

Twitter

Librarians

Personal

Institutional

Visitor Resident

Twitter

Students

Personal

Institutional

Visitor Resident

Twitter

LibrariansStudents

Personal

Institutional

Visitor Resident

Wikipedia

LibrariansStudents

Personal

Institutional

Visitor Resident

• You are handed a random V&R map• Question: Was it drawn by a Librarian or a Student?

Librarian or Student?

• How much can we deduce from a single question?Librarian or Student?

YesNo

Snapchat?

• How much can we deduce from a single question?Librarian or Student?

You’re a librarian. You’re a student.

YesNo

Snapchat?

How’d we do?Librarians: 50 of 53Students: 20 of 30

Snapchat

Librarians

Personal

Institutional

Visitor Resident

Snapchat

Students

Personal

Institutional

Visitor Resident

Snapchat

LibrariansStudents

Personal

Institutional

Visitor Resident

• How about two questions?Librarian or Student?

You’re a librarian.

YesNo

Snapchat?

CCLE? Swarm?

No Yes No Yes

You’re a student. You’re a student. You’re a librarian.

How’d we do?Librarians: 52 of 53Students: 24 of 30

CCLE

Students

Personal

Institutional

Visitor Resident

MyUCLA

Students

Personal

Institutional

Visitor Resident

Student

YesNo

Snapchat?

Student

YesNo

CCLE?

YesNo

Reddit?

YesNo

Swarm?

YesNo

Games?

Librarian Student Librarian

Librarian

How’d we do?Librarians: 52 of 53Students: 26 of 30

Student

YesNo

Snapchat?

Student

YesNo

CCLE?

YesNo

Reddit?

YesNo

Swarm?

YesNo

Games?

Librarian Student Librarian

Librarian

You’re a librarian.

YesNo

Snapchat?

Spotify? Swarm?

No Yes No Yes

You’re a student. You’re a student. You’re a librarian.

How’d we do?Librarians: 51 of 53Students: 24 of 30

Student

YesNo

Snapchat?

Student

YesNo

Spotify?

YesNo

Banking?

YesNo

Swarm?

YesNo

Games?

Librarian Student Librarian

Librarian

How’d we do?Librarians: 51 of 53Students: 24 of 30

WHAT HAVE WE LEARNED?

• The activities reported in our maps, & how they appear on our maps tell us about ourselves & others– With which activities/websites are we engaged?– How do we, as a group, engage?– Can we compare ourselves with other cohorts?– What can we learn from this?

V&R Maps as Mirrors & Lenses

“You spend many hours, with Saint Google. We entrust ourselves to Saint Google, and that solves it for us.”

(Digital Visitors and Residents, UOCFI6, Male, Age 53, Arts & Humanities)

“It’s like a taboo I guess with all teachers, they just all say – you know, when they explain the paper they always say, ‘Don’t use Wikipedia.’”

(Digital Visitors and Residents, USU7, Female, Age 19, Political Science)

The Learning Black Market

Last year high school & first year undergraduate students did not mention email as much as others. As they progressed through their academic studies, 100% of them mentioned email for “official academic things.”

Email mentioned by 100% of upper level undergraduate & graduate students & faculty.

A undergraduate student referred to “Jurassic email.”

(Universita Cattolica del Sacre Cuore, Female, Age 19)

Just because students indicate they use apps, social media, etc. does not mean they will want to engage with the academy in these places or ways.

WHAT CAN WE DO?

“Whatever their performance level, students report that they prefer to study in the library.” 

(Thaler and Pittman 2015)

Physical Spaces

Virtual Spaces

Librarian Immersion

FindIT Coloradohttp://www.coloradovirtuallibrary.org/finditcolorado

Librarian Immersion

Passport Acceptance Programhttp://americanlibrariesmagazine.org/2011/02/01/running-a-passport-acceptance-facility-at-your-library/

weLearn 1:1 Initiativehttp://digitalpromise.org/2014/10/01/teacher-librarians-chart-a-new-course-in-vancouver-public-schools/

Librarian Immersion

Model Library Services on Popular Services

Model Library Services on Popular Services

Special Events & Activities

Special Events & Activities

Social Media Presence

Advertise Resources, Brand, & Value

Build Relationships

“By focusing on relationship building instead of service excellence, organizations can uncover new needs and be in position to make a stronger impact.”

(Mathews 2012)

ReferencesAnderson, Matt. 2012. “Libraries Help Stressed Students During Finals.” Mattanderson.org blog. http://www.mattanderson.org/blog/2012/12/19/libraries-help-stressed-students-during-finals/.

Barthel, Michael. 2016. “Around Half of Newspaper Readers Rely Only on Print Edition.” Pew Research Center, January 6. www.pewresearch.org/fact-tank/2016/01/06/around-half-of-newspaper-readers-rely-only-on-print-edition.

Colorado Virtual Library. “FindIT Colorado.” http://www.coloradovirtuallibrary.org/finditcolorado/.

Connaway, Lynn S., David White, and Donna Lanclos. 2011. “Visitors and Residents: What motivates engagement with the digital information environment?” Proceedings of the 74th ASIS&T Annual Meeting 48: 1-7.

Dempsey, Lorcan. 2012. “Thirteen Ways of Looking at Libraries, Discovery, and the Catalog: Scale, Workflow, Attention.” EDUCAUSE Review Online. http://www.educause.edu/ero/article/thirteen-ways-looking-libraries-discovery-and-catalog-scale-workflow-attention.

ReferencesDeSantis, Nick. 2012. “On Facebook, Librarian Brings 2 Students From the Early 1900s to Life.” The Chronicle of Higher Education, January 6. http://chronicle.com/blogs/wiredcampus/on-facebook-librarian-brings-two-students-from-the-early-1900s-to-life/34845.

Digital Promise. “The New Librarian: Leaders in the Digital Age.” Digital Promise, October 1, 2014. http://digitalpromise.org/2014/10/01/teacher-librarians-chart-a-new-course-in-vancouver-public-schools/.

Earl Gregg Swem Library. 2013. “De-stress at the Library During Final Exams.” https://swem.wm.edu/news/2013/12/de-stress-library-during-final-exams.

Kraft, Amanda, and Aleck F. Williams, Jr. 2016. “#Shelfies are Encouraged: Simple, Engaging Library Instruction with Hashtags.” College & Research Libraries News 77, no. 1 (2016): 10-13.

Lally, Ann M., and Carolyn E. Dunford. 2007. “Using Wikipedia to Extend Digital Collections.” D-Lib Magazine 13, no. 5/6. http://www.dlib.org/dlib/may07/lally/05lally.html.

Mannes, Tanya. 2012. “A Library…In a Mall?” The San Diego Union-Tribune, February 29, 2012. http://www.sandiegouniontribune.com/news/2012/feb/29/library-mall/.

ReferencesMathews, Brian. 2012. Think Like a Startup: A White Paper to Inspire Library Entrepreneurialism [White paper]. http://chronicle.com/blognetwork/theubiquitouslibrarian/2012/04/04/think-like-a-startup-a-white-paper/.

Mudd Library. “Library Events.” Lawrence University. https://www.lawrence.edu/library/about/events.

Pattillo, Gary. 2016. “Fast Facts.” College & Research Libraries News 77, no. 3: 164.

Priestner, Andy, and Elizabeth Tilley. 2012. Personalising Library Services in Higher Education: The Boutique Approach. Farnham, Surrey, England: Ashgate.

Radford, Marie L., Lynn Silipigni Connaway, and Chirag Shah. 2011-2013. Cyber Synergy: Seeking Sustainability through Collaboration between Virtual Reference and Social Q&A Sites. Funded by the Institute of Museum and Library Services (IMLS), Rutgers University, and OCLC. http://www.oclc.org/research/activities/synergy/default.htm.

Rua, Robert J. 2011. “Running a Passport Acceptance Facility at Your Library.” American Libraries, February 1, 2011. http://americanlibrariesmagazine.org/2011/02/01/running-a-passport-acceptance-facility-at-your-library/.

ReferencesThaler, Mark, and Tim Pittman. 2015. “A Student View of Academic Libraries.” Dialogue 27: 10-11. http://www.gensler.com/design-thinking/publications/dialogue/27/a-student-view-of-academic-libraries.

University of Minnesota. “Managing Stress on the Road to Finals Week.” https://twin-cities.umn.edu/managing-stress-road-finals-week.

White, David S., and Lynn Silipigni Connaway. 2011-2014. Visitors & Residents: What Motivates Engagement with the Digital Information Environment. Funded by JISC, OCLC, and Oxford University. http://www.oclc.org/research/activities/vandr/.

White, David, Lynn Silipigni Connaway, Donna Lanclos, Erin M. Hood, and Carrie Vass. 2014. Evaluating Digital Services: A Visitors and Residents Approach. http://www.jiscinfonet.ac.uk/infokits/evaluating-services/.

World Bank. 2016. “World Development Report 2016: Digital Dividends.” Washington, DC: World Bank. www.worldbank.org/en/publication/wdr2016.

Zimmerman, Jess. 2013. “There’s a Secret Library in the New York City Subway.” Grist, October 3, 2013. http://grist.org/cities/theres-a-secret-library-in-the-new-york-city-subway/.

NEW RELEASE OF MAPPING APP

http://experimental.worldcat.org/vandrmapping

• Draw your own V&R map on a computer, tablet, or smartphone using a “scrapbooking” interface

Visitors and Residents Mapping App

http://experimental.worldcat.org/vandrmapping

http://experimental.worldcat.org/vandrmapping

Thanks!Lynn Silipigni ConnawaySenior Research Scientistconnawal@oclc.org

William HarveyConsulting Software Engineerharveyw@oclc.org