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Digitalising and Transforming User Journeys for the Hong Kong Public Libraries



Public & Social Sector


Ethnographic Design Research
Change Management
Digital Strategy and Transformation
UX & UI Design
Service Design Strategy

Research Methodology

Ethnographic Observation & Interview
Co-creation Workshop
Design Thinking for Innovation


As Hong Kong is modernizing the city under the Smart City Blueprint scheme, Brandnographer was chosen to redesign the Leisure and Cultural Service Department’s Smart Library System (SLS) through leveraging design thinking to transform their user experience.

The Challenge

LCSD’s Smart Library System (SLS) serves a wide range of users across all ages, occupations, backgrounds and levels of tech-savviness, with more than 80 libraries operating in Hong Kong.

With the multiform of different users, LCSD needs to create an all-comprehensive user journey that enhances not only the quality and friendliness of the facilities and services of Hong Kong Public Libraries (HKPL) but also to bolster city-wide reading culture while advocating Hong Kong’s development as a smart city.

Our Solution

Blending design thinking and user research with innovative know-how, Brandnographer has addressed limitations of the current service processes and systems, and designed a seamless physical experience and an all-new rebranded and upgraded SLS that is interactive, engaging and user-friendly, allowing agility, flexibility and scalability for even further growth for HKPL.

To identify and define user’s concerns and pain points in varying touchpoints, Brandnographer applied its end-to-end expertise and composed a comprehensive user journey map, encompassing the crucial design principles guiding prototype development, through holding 15 internal and external stakeholder interviews, compiling and translating insights from over 700 users’ self-completion surveys and conducting digital and face-to-face workshops with over 120 public library users and library staff.


Consolidating user data and the identified personas, Brandnographer co-designed, developed, tested and validated 3 sets of system prototypes with the stakeholders, and presented the UX/UI solutions and venue design recommendations. Bringing 90% of library users to access and use online and on-site library facilities independently in the future.



Targeted offline-online service conversion rate

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