HxRefactored 2015: "Our Calling: Improve Health" by Amy Cueva (HxRefactored 2015 Day 2 Kick off)
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Mad*Pow Founder and CXO, Amy Cueva explains the importance of emotion in designing for health and the role that empathy should play.
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HxRefactored 2015: "Our Calling: Improve Health" by Amy Cueva (HxRefactored 2015 Day 2 Kick off)
- 1. @Amy Cueva @MadPow - Founder & Chief Experience Officer @HxRefactored - Chair of Design Track - #HxR2015 Our Calling: Improve Health
- 2. Envision & Build 5y Phenomenal Health Experien
- 4. We are pioneers, innovators, designers, technologists, strategists, believers, change makers, patients, doctors, family members, dancers, people, wounded
- 5. ββ¦a good half of every treatment that probes at all deeply consists in the doctor's
- 6. Our empathy fuels our drive.
- 7. People will tell us we are wrong.
- 8. Insist upon pretense and youβll have it. Insist upon mediocrity and it is yours. Insist upon beauty and you will find it. Insist upon learning and you will learn. Insist upon living with great passion and you will see differently.
- 10. We continue to rise to the challenge.
- 11. We are students of the problem, inclusive in our approach.
- 13. A spike in emotion is indicative of an unmet
- 14. Emotion will tell us where we need to focus, where we are doing well, and where we need to improve.
- 16. The health ecosystem Masseuse PCP Support Network: Friends & Family Pharmacist Lawyer Chiropractor Health Coach CSR CSR CSR HR Cardiologist Nurse Therapist Weight Watchers Gym Lobbyists Social Worker Politicians Lob Patient Advocate Translator Financial Entities Transportation Service Heart Health Start Up Hospital Network Hospital Cardiology Lab Pharmacy Pharma PBM Insurance Company Insurer for Hospital Federal Government HHS FDA CDC Legislature xecutive Branch Employer Condition Management Companies Information: Google, Web MD, YouTube, iTunes Condition Management Start Up Walk in Clinic Organizations & Non-Profits Health Tech He Exch S Gove Local Agencies Health Communication s Patient Community
- 17. We can gather together around shared objectives to design an ecosystem
- 18. shared values + shared action = shared profit - Cindy Gallop
- 22. Design-Driven Companies Outperform S&P by 228% Over Ten Years - The βDMI Design Value Index' Posted By Michael Westcott, Monday, March 10, 2014 Updated: Monday, March 10, 2014 The Value of Design
- 23. The Maturation of Design Inside Organizations Design
- 24. The experience is a byproduct of how we are organized internally to
- 25. Org Design & Training Focus β Redacted BJC Need Heading
- 26. The world hates change, yet it is the only thing that has brought progress. β Charles F.
- 27. What are the most effective ways to accomplish behavior change?
- 28. Stimulate and align with intrinsic motivation to facilitate lasting behavior change.
- 30. We will not seek to control or manipulate, but to empower and
- 32. EMPATHIZE MOTIVATE TRANSFORM EXECUTE Strategy & Service Design Behavior Change Organizational Design & Training Design & Implementati on ENVISION Research & Validation
- 34. Thank you. @Amy Cueva @MadPow - Founder & Chief Experience Officer @HxRefactored - Chair of Design Track β #HxR2015
Editor's Notes
- Welcome MP Health practice Design track Rich & fruitful - Ideas? Opportunity to explore Where weβve been, where we are now, what can guide us ----- Hi Everyone, Welcome to HxR 2015! I am Amy Cueva, one of the founders and Chief Experience Officer of Mad*Pow, the experience design agency that co-produces this conference in partnership with Health 2.0. At Mad*Pow I oversee our health practice where we work with organizations across the health spectrum from non-profits to government to insurers to hospitals to health tech and pharma companies. We are working with them to improve the quality of interaction they have with the people they serve, both inside and outside of their organizations. I am also the chair of the design track of this conference. I hope you all enjoyed the great content yesterday and are ready to have your minds blown by the amazing speakers we have lined up for today! We hope that you will learn, be inspired, network, laugh, meditate, and even dance. We want this experience to be as rich and fruitful for you as possible. If you have any ideas for how we can make things better. Please do let me know. I want to take this opportunity to explore where weβve been, where we are now, and what can guide us moving forward.
- 5 Yearsβ¦ HCD -> Drive change in health 5 Year Anniversary! Mission improve HX Designers wired empathy, envision, realize through collaboration, passion, and diligence Spirit of collaboration -> Health 2.0 We didnβt just want to envision better health experiences, we wanted to build them too. ----- 5 Years ago we founded the Healthcare Experience Design conference to explore how human centered design could drive change in health. Thatβs right! We are celebrating our 5 year anniversary! Woohoo! The mission of the conference is to improve health experiences. As designers we are wired to have empathy for the people we are designing for, envision a better journey for them, and realize that vision through collaboration, passion, and diligence. It was that spirit of collaboration that brought us to combine the conference with Health 2.0βs development focused conference just last year. We didnβt want to just envision better health experiences, we wanted to build them too.
- Multi-disciplinary community dedicated to driving change in health β committed to collaboration. Accomplished so much β more to be done. We share vision and drive. There are other things that we share as a community as wellβ¦ ------ And weβve made it happen. I believe that we are better together than we are apart. We represent a multi-disciplinary community dedicated to driving change in health β committed to collaboration. We share vision and drive. There are other things that we share as a community as wellβ¦
- Ask question Wounded healer concept occurred β adversity - addiction, divorce, diagnosis β shaped perspective Regina, XX, patient stories of others Firmed notion ---- How many of you have been seriously affected by a health situation, either your own or through a loved one? The wounded healer concept occurred to me when I was coming to grips with the adversity I have experienced in my own life, facing the addiction of a loved one, the diagnosis of one of my children with an auto-immune disease, going through a divorce, and copying with anxiety. All of these things shaped my perspective. Being open with my patient story through joining Regina Holidayβs walking gallery, giving a soul baring presentation at the XX in Health retreat, and hearing the patient stories of so many in industry opened my eyes and firmed this notion.
- Did some researchβ¦ ---- I did some research and found that Carl Jung actually coined this term, he saidβ¦ "a good half of every treatment that probes at all deeply consists in the doctor's examining himself... it is his own hurt that gives a measure of his power to heal.β
- Pain, confusion, fear, and anxiety Empathy, emotion, awakening -> burning design to make things better -> heal the system -> so people wonβt have to experience. Formed our passion, find our purpose, fuels our drive. We need that drive. ------- And we know hurt. We know what it is like to experience pain, confusion, fear, and anxiety. And that gives us a greater capacity to understand, to empathize, to feel the pain, confusion, fear, and anxiety of another. That empathy, that emotion, that awakening, has created a burning desire to heal the system to make things betterβ¦ so that people wonβt have to experience what we experienced and perhaps through healing the system we will experience healing ourselves. Our experiences formed our passion, helped us find our purpose, and they fuel our drive. And we need that drive to persevere and do the hard work necessary to make change in health.
- Lone voice β keep fighting Embrace unique perspective β w/ courage of conviction find others Get comfortableβ¦. Especially when you are the one driving it But we will do what we do because we must. There is no other response. ----- People will tell us we are wrong. We have to be prepared for that. If you are a lone voice, then it is even more important for you to be heard and to keep fighting. We can embrace our unique perspective and with the courage of our conviction seek out those who share it. We need to get comfortable being uncomfortable because change is difficult, especially when you are the one driving it. But we will do what we do because we must. There is no other response.
- Read quote ---- You will walk because you must. Because there is no other response. Because you have been given so much and love impels you to go. There is a quote I love βHe who hears not the music thinks the dancer is mad.β I hope we never stop dancing.
- Our lives + industry as a whole Adversity in health industry - few easy or clear solutions Stronger β more driven β better equipped to rise to the challenge. ---- We have not only been inspired to make change by the adversity weβve experienced in our own lives, but the adversity that the industry faces as a whole. We certainly have our fair share of adversity in health. Medical expenses are still the number one reason for bankruptcy in the country. We spend the most of any nation in the world and are 17th in the world in terms of outcomes. There are so many complexities to contend with, various institutions with competing perspectives, new legislation and FDA regulations to understand, HIPPA, lots of institutional residue, and few easy or clear solutions. But I believe the adversity that we have experienced personally and professionally has made us stronger, and makes us even more driven and better equipped to rise to the challenges we face such that we can fulfill our purpose. ---- But I believe the adversity we experience both personally and professionally helps us find our focus and makes β such that we are capable of envisioning and building improved health experiences.
- Amazing things, unifying themes, key principles Content + shaping direction as an industry. ----- And we continue to rise to the challenge. There are so many amazing things happening and I believe there are unifying themes and key principles that can guide our efforts as we move forward. These themes are represented in the content you will find at this conference and these themes are also shaping our direction as an industry. HCD/Research Designing for Emotion Designing an Ecosystem of Care Maturation of Design Behavior Change
- Advocates and believers HCD β definition Research activates empathy β needed inspiration Getting OUTSIDE -> deep understanding β what will drive real meaning and value in context β truly MOTIVATE, ENGAGE, INFORM, GUIDE, COMFORT Encourage others to get involved Companies that do this β rich information that guides experiential improvements ---- We are students of the problem, inclusive in our approach. We are advocates of and believers in human centered design which means that we involve the people who will be affected by the solutions we create in the process of creating them. Research activates our empathy and provides the needed inspiration for the solutions we create. In getting outside the four walls of our typical environment and getting face time with the people we serve we can come to a deeper understanding of what will drive real meaning and value in the context of their lives - what will truly motivate, engage, inform, guide, and comfort. And we can encourage others at our organizations to get involved in ethnographic studies, participatory and collaborative design methods, and validation activities like usability, usefulness desirability and efficacy testing. Companies that that do this on an ongoing basis will receive the rich information that will guide experiential improvements for years to come.
- Interviews -> experience strategy & roadmap -> greater utility, consistency, and transparency -> navigate their health -> greater outcomes ---- With CVS Health, we conducted interviews with the recently diagnosed, those managing chronic conditions, and those at risk to create an experience strategy and roadmap that would deliver convenience and utility, helping consumers more easily navigate their health and achieve greater outcomes.
- Research -> understand interplay of emotion w/ health journey Emotions matter β affect trajectory β emotions can propel or deter Spikes in emotion Envision an improved journey -> friction points remedied -> design eliciting emotion Sensors & trackers β connection between emotion & health β intervention ----- Via research we can come to understand the interplay of emotion with the health journey to understand what is affecting people and how. The emotions of the people we serve matter. They will affect the trajectory of their path forward. We can look for spikes in emotion as they are indicative of an at risk individual or an unmet need. Then, we can envision an improved journey where friction points are remedied and ensure that the design is eliciting the emotions that were intended. Sensors and health trackers will also help us understand the connection between emotion and health as well as bubble up opportunities for intervention.
- Inspire solutions & influence design principles Emotion matters β theirs and ours The gut feeling β inspires curiousity, powers imagination, leads us to take action, motivates us to persevere. ----- Emotion will tell us where we need to focus, where we are doing well, and where we need to improve. Emotion will increasingly inspire the solutions we create and influence the design principles that guide them. Emotion matters. Not just the emotion of the people we serve, but our emotion as wellβ¦ that gut feeling we get inspires our curiosity, powers our imagination, leads to us to take action, and motivates us to persevere.
- Medical decisions can catch people by surprise. Lack of knowledge can lead to lack of confidence and increased anxiety. With an understanding of how emotion can affect the decision making process we partnered with the Informed Medical Decisions Foundation to design an evidence based decision support tool that helps pregnant women get the information they need to make the best decision for them.
- Emotional landscape β lives, goals, obstacles, current and ideal health journey Look to ecosystem β trace their path through it β identifying unmet needs and orgs w/ shared obejctives The health system functionsβ¦ Siloes exist inside and outsideβ¦ ----- Once weβve developed an understanding of the emotional landscape of the people we serve, their lives, their goals, their obstacles, and their current and ideal health journey we can look to the ecosystem they are left to navigate on their own. We can trace their path through it, identifying unmet needs and organizations who have shared objectives. The health system functions but does not get as close to whole health as we would hope possible considering our capacity to care, connect, and innovate. We know that siloes exist both inside and outside of our health organizations but we do have shared objectives.
- We canβ¦ Collaborate with those both inside and outside of our organizations Create multi-disciplinary teams, break silos, and create partnerships w/ orgs who have similar goals. ---- We can gather together around shared objectives to design an ecosystem of care. We can collaborate with those both inside and outside of our organizations to address unmet needsβ create multi-disciplinary teams, break down siloes, and create partnerships and programs with other organizations who have similar goals.
- This Cindy Gallop quote pretty much sums it up - βShared values + shared action = shared profit (financial & social)β. This is not idealism, this is good business.
- We partnered with the CDC, JSI, and Non-Profit AIDS service organizations as well as HIV patients themselves to understand what truly leads to medication non-adherence in HIV and design an application that aligns with intrinsic motivation, involves social support and makes the connection between adherence and improved lab results.
- Awakening Importance of Design β improve CX beyond discrete Shiny object syndrome β tech focus β patient journey backseat Focused on the thing β tech will lead to answers β not about the techβ¦ ---- Design has value. We have known this for quite some time, but we are in the midst of an awakening to the value of design. More and more, organizations are recognizing the importance of design and how it can be leveraged to improve customer experiences beyond discrete interactions. We are in an industry with βshiny object syndromeβ where technology becomes the focus and the patient journey can sometimes take a back seat. But It's not about the technology, it's about how the technology connects us to the people and resources we need that is important.
- Clinician interfaces not great. AMA 58% not satisfied Design tech better, but also workflows and systems Virtual support to nurses β not just about designing interface β understand workflow β design support service β fit in OR ---- We know many clinician interfaces leave lot to be desired. The AMA said in September that 58% of ambulatory physicians are not satisfied with their EHR technology. The design of the tech needs to be improved, but also the design of the workflows and systems that the tech supports need attention. We recently worked with a medical device company to design a tool to provide virtual support to nurses in the OR. It wasnβt about just designing an interface on a screen. In order to be most effective we needed to fully understand the workflow and design a support service offering that would fit perfectly into the operating room. OLD: Everyone knows that the systems doctors and nurses use suck. In September, the American Medical Association put out a report demanding improvements to EHRs, pointing out that,Β β58 percent of ambulatory physicians were not satisfied with their EHR technology,Β βmost office-based providers find themselves at lower productivity levels than before the implementation of their EHRβ and thatΒ βworkflow, usability, productivity, and vendor quality issues continue to drive dissatisfaction.ββ Weβre currently helping a variety of companies bring clinicalΒ software up to the modern standards people are used to from using consumer apps.
- Explain the Design Value Index. We will continue to see customer-centric companies win in the marketplace.
- Mature β pretty stick β> valuing design as essential discipline & critical success factor -> foster empathy driven culture where customer is focus and that thinking is woven into business practice ---- As organizations mature in terms of their understanding of design, they move from βhitting it with a pretty stickβ (visual design,interface design), to valuing design as an essential discipline and critical success factor (user experience design), to fostering an empathy-driven culture where the customer is the focus and that thinking is woven into business practice (experience strategy, service design, design thinking, design training).
- Exceptional experiences -> helping orgs transform themselves Org des track --- The experience is a byproduct of how we are organized internally to deliver it. In addition to delivering exceptional experiences, designers will be tasked with helping organizations transform themselves into being customer focused in all they do. Adam Connor who heads up the organizational design discipline at Mad*Pow will be leading a track this afternoon exploring these topics.
- Believers, practitioners β investigate models for communicating benefits to execs, immerse β training, methods, tools Training β large health system β 60+ - HCD/Design Thinking/Collaborative process β tools for working better together Trained the trainers β extend learning ----- As believers inβand practitioners ofβdesign, we will continue to investigate models for communicating the benefits of design to executives and decision makers, immersing them in the process, and providing them with essential training, methods, and tools to aid their efforts. We recently conducted a week long training session at a large health system for 60+ individuals in human centered design, design thinking, and collaborative process, to give them the tools necessary to work better together. We also trained them to be trainers so they could extend the learning gradually to the rest of the organization.
- Whether we are helping an organization change or helping individuals change, change is difficult.
- Convergence - help people change behavior and lives. Growing discipline β tackle any sort of personal flaw or human pain. In healthβ¦ 300,000 health apps β hype β what works? Refine how we measure success β share findings ---- The exciting convergence of design, technology, and psychology enables us to create the solutions that will help people change their behaviors, as well as their lives. This growing discipline will enable people to tackle any sort of personal flaw or human pain. In health we are telling people they need to change their lifestyle, eat better, lose weight, take their medications, manage their condition, and helping them do it is no small task. There are 300,000 health applications out there, behavior change included. There is so much hype around persuasive design, gamification, and behavior change that it is hard to know what works and what doesnβtβ¦ We need to refine how we measure the success of behavior change applications and share our findings so that the industry can become more effective in its approach and we can fund those interventions that are most effective - such that we can maximize our impact.
- MP becha practice β quote slide Dustin - Becha and adherence track & Dr. Geoff Williams ----- Dustin DiTommaso heads up the behavior change practice at Mad*Pow, where we stimulate and align with intrinsic motivation to facilitate lasting behavior change. Dustin has curated the behavior change and medication adherence tracks at this conference and he will be up soon introducing Dr. Geoff Williams who will introduce us to what is important to consider when designing for behavior change.
- One important consideration that that can support effective behavior change is to design for the experiences and behaviors beyond the βscreenβ. We can consider how to involve clinicians and families in the design of the solution such that good patient/doctor conversations are facilitated and the family is engaged in supporting the patient.
- Ethics β freedom & autonomy β corps & gov β investigate how to leverage psychology to persuade. Solutions tread between empowerment and control. Will we help people make decisions or manipulate them? ----- The ethics of behavior change in terms of freedom and autonomy will be of increasing importance as corporations and governments investigate how to leverage psychology to persuade the masses. We will see solutions tread the line between empowerment and control. Will we help people make the decisions that they feel best about or manipulate them into doing what βweβ want them to do?
- We have been considering how ethics should guide the work we do at Mad*Pow and that lead to some of our team members putting together an oath for designers. Stop by the interactive booth in the exhibit hall to create your own piece of the oath.
- All of these themes have effected how we shaped our capabilities at Mad*Pow. We have built the following practices internally so that we are ready for any challenge and to affect change in healthβ¦. Tell Mad*Pow storyβ¦
- Believe HCD & tech can help improve HX. Work measured by impact on humanity All your faces β dedicated lifeβs work to improving human condition β emotional β inspired, energized, awed β accomplishments collective potential. ----- I founded this conference because I believe to my core that human centered design and technology can help improve health experiences. I believe our work will be measured by our impact on humanity. Letβs make it good. Letβs make it big. I have to be honest, looking out at all of your faces, people who have dedicated their lifeβs work to the mission of improving the human condition, I get a bit emotional. I am inspired, energized, and awed β by your accomplishments and by our collective potential.
- I want to thank you all, for the work you do, and for being here.