How user‐centred content delivers success on the Web
| Published date | 01 September 2003 |
| Pages | 137-142 |
| Date | 01 September 2003 |
| DOI | https://doi.org/10.1108/03055720310510017 |
| Author | Rachel Van Riel |
| Subject Matter | Information & knowledge management |
How user-centred
content delivers success
on the Web
Rachel Van Riel
The Internet offers public libraries exciting
opportunities to reach audiences and deliver
services free from the constraints of buildings
that may be run down or wrongly located. Yet
how many public sector Web sites really exploit
the possibilities? We all like to claim that we are
moving to 24/7 access but the truth is most
public libraries are a long way off that yet. This
article looks at the development of one Web site
± whichbook.net ± as an example of how we
might get there.
Most Web sites are built from the inside
looking out. They reflect the organisation
behind them ± its needs and structures. Many
public library Web sites are like traditional
library collections ± full of riches for those who
know what is there and will take the time to look
but ignored by the majority of people who walk
past. Glance-in-and-look-away is easier and
more common on the Web than on the high
street, hence the commercial mantra ``three
clicks and you're dead'' ± if it takes more than
three clicks to get something interesting, users
simply give up and go elsewhere.
Traditional library services appeal to those
who know what they want and this is the same
when it comes to the Web. Search and result is
what libraries expect to provide for users. But
what about people who are not quite sure what
they want? Those who have a vague idea but
not an author or title in mind? Opening the
Book's work in libraries over the last ten years
has shown that impulse borrowers like these are
actually the majority of our users.
Recent research by the Point of Purchase
Advertising Association in the retail sector
confirmed that 72 per cent of customers'
decisions to purchase are made after they have
entered a shop (Kean, 2002). We used to go
shopping for a loaf of bread. Now
three-quarters of us go to the baker's or bread
counter and decide when we get there what
kind of loaf to get, or maybe to get croissants or
bagels instead. We might set out to buy an
outfit for a special occasion but we are likely to
come home with two shirts for work instead.
Shopping is the main leisure activity of the UK
population and this is how the majority of
people shop.
What are the implications of these social
changes for public libraries and especially for
their digital services? Whichbook.net,
The author
Rachel Van Riel is Director, Opening the Book Ltd,
Pontefract, UK. E-mail: rachel@openingthebook.com
Keywords
Internet, Reading, Public libraries, Government policy
Abstract
Argues that libraries need to keep pace with social changes
and specifically must provide better services for the
browsing majority. Describes whichbook.net, a ground-
breaking Web site developed for the People's Network with
support from the New Opportunities Fund. Demonstrates
how user-centred functionality and design lead to success on
the Web in terms of recognition and high levels of use
among communities of Web-users.
Electronic access
The Emerald Research Register for this journal is available at
http://www.emeraldinsight.com/researchregister
The current issue and full text archive of this journal is
available at
http://www.emeraldinsight.com/0305-5728.htm
137
VINE: The Journal of Information and Knowledge Management Systems
Volume 3 .Number 3 .2003 .pp. 137-142
#MCB UP Limited .ISSN 0305-5728
DOI 10.1108/03055720310510017
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