During A/B testing, every user was given the scenario: "you've just moved to Oakland. What do you look at on the library's website?" Every person wanted to do two things: get a library card and find their closest branch.

That's it.

We put "Get a Library Card" and "Visit" in the starting block, then included pages to welcome people who do not typically feel welcomed in public libraries (and this list can be developed further).

Instructions on borrowing (easier patron language than "checking out," which is jargon), "computers for you" (people are intimidated by computers--let's invite them a little more), and getting notifications are listed and worded in a friendly way.