Marchionni, Paola. “Why Are Users So Useful?: User Engagement and the Experience of the JISC Digitisation Programme.” Ariadne, no. 61 (October 2009). http://www.ariadne.ac.uk/issue61/marchionni/.
This recent article by JISC's Paola Marchionni refocuses attention on the purpose of curated digital collections: that is, their use by different user groups. Marchionni begins by noting that many digitization projects are still not paying enough attention to their users that their users' needs. They become so caught up in trying to make their content accessible online, that they don't adequately research their key users. As a result many publicly-funded projects are going un- (or under-) used. Marchionni illustrates the insight users can provide by presenting two case studies of projects that incorporated users into their development process: the British Library's Archival Sound Recordings 2 (ASCR2) project (a collection consisting of over 25,000 recordings) and Oxford University's First World War Poetry Digital Archive (WW1PDA) (a collection that contains over 7000 items pertaining to WWI poets, including digitized images of materials held at UT's own Harry Ransom Center).
Though Marchionni's article helpfully reminds digitization (and digital curation) projects to keep their electronic eyes on the prize and really take their users into account, I'm not sure that much of what Marchionni presents in her list of suggestions for user engagement is particularly surprising. She recommends first recognizing the importance of interacting with users and even having an "Engagement Officer" position as the ASR2 project did. She also advises establishing an early and on-going relationship with users. The WW1PDA project, for example, developed a typology of users, with a steering committee of scholars in the field of WWI literature advising which materials should be digitized and participating in quality control, and a separate group of secondary school and higher education instructors helping to develop and offer feedback on the education section of the project. Marchionni also emphasizes the importance of knowing what to do with user feedback. When users expressed anxieties about the integration of Web 2.0 tools out of fear that they might undermine the authority of the WW1PDA archive, the project decided to integrate such functionality in a way that made the lines between the archivists' and the users contributions more clear.
Some of the more interesting lessons regarding users came from the WW1PDA's approach to educational resources. The project held workshops for teachers in order to discover what functionality this group would like to see on the site. In a rather ballsy move, the project then asked the workshop members to help author a number of learning resources for the website. Though this did result in the creation of some resources, ultimately the project realized that perhaps it had overreached in what it was asking their busy users to produce. (Frankly, I would be a little annoyed if I agreed to participate in a workshop on a new resource and then came away having been assigned the time-consuming "homework" of creating a bunch of resources for that project).
Though asking users to create lessons plans and other teaching materials was not as successful as the WW1PDA project might have hoped, users were willing (and excited!) to contribute materials from their own familial archives to the project. In fact, the project received such a high level of response to their requests that they held extra workshops to help the public digitize their items.
Some of Marchionni's suggestions seem to blend user engagement and marketing. For example, the WW1PDA's teachers' workshops seemed to have functioned in part as a source of user feedback, but also as a forum for promoting and publicizing the resource. Teachers were seen as the key to two user groups: teachers and students. Similarly, Marchionni also suggests targeting any information dissemination activities at specific user groups. The ASR project, for example, publicized its Holocaust collection by contacting networks for Historians and those in the field of Jewish and Theological Studies. Though his may seem more like advertising than user engagement, it's nevertheless important to remember that we sometimes need to market our resources if we want them to be used. Finally, after highlighting the importance of user engagement, Marchionni ends with a reminder not to lose sight of the project's mission: though it's important to listen to user feedback, we shouldn't be bullied by it. Focus on the the needs of one's primary users and keep in mind that you can't satisfy everyone.
One thing that I wish Marchionni had addressed in greater detail is the expense involved in maintaining a high level of user engagement. Obviously it's more expensive in the long run to pour money into a resource that doesn't get used than to devote some money to engaging users, but nonetheless creating sustained relationships with users can be a drain on already strained budgets and staff schedules. I'd love to hear more about how small projects or ones meager financial resources might effectively develop ongoing relationships with users.
