Designing Content for Life, Health, and Safety
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Designing Content for Life, Health, and Safety

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In Health Care and Life Sciences, the information we furnish to direct and end customers can affect their well-being, even their very existence. As an example, in 2004, in Epinal, France, cancer ...

In Health Care and Life Sciences, the information we furnish to direct and end customers can affect their well-being, even their very existence. As an example, in 2004, in Epinal, France, cancer patients in a hospital received excessive doses during radiation therapy, with serious consequences. The final report on this health tragedy partially blamed a badly designed software interface, and the fact that there was no French manual.

Clearly, we need solid systems that help us ensure not only that we deliver accurate information, but that our content is findable, accessible, and understandable. Since expert customers are less prone to making errors, we also want to encourage development of expertise with our products.

In this session, we look at how we can:
• Design information that empowers customers to make better decisions (is this what I need to do? Why? If not, what should I do?)
• Build cognitive demand (increase customers' desire to learn more and become experts)
• Create stakeholder communities that include direct and end customers as equal stakeholders, so we can get valuable feedback, make better products, and build customer loyalty.

Techniques are drawn from cognitive science, learning theory, and content marketing, as well as from user assistance practice and structured authoring.

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Designing Content for Life, Health, and Safety Designing Content for Life, Health, and Safety Presentation Transcript

  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Designing Content for 
 Life, Health, and Safety
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Who IsThis Guy? 20  years  in  technical  communication  with  major  companies  such  as  G.E.  Healthcare,  IBM,  Carestream,   etc.  -­‐  knowledge  of  medical  imaging,  software,  equipment.   Member,  board  of  directors,  Society  for  Technical  Communication  (STC)   Past  president,  STC  France   Award-­‐winning  radio  producer  and  journalist  –  CBC,  NPR,  France  Culture,  etc.  and  former  programme   manager,  WNYC-­‐FM,  New  York  Public  Radio Research  collaborator  and  principal,  The  Transformation  Society,  a  new  research  and  training   institute  in  Barcelona,  Spain Owner/Consultant,  Culturecom  –  specialist  in      business  process  improvement  through   communication Ray Gallon - The Humanist Nerd
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon You’re in Health Care: 
 You KnowYou Have to Get It Right
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon But  in  some  cases,  rules  are  made  for  bending.  Or  breaking… If  you  don’t  have  the  right  tool,  improvise! Creativity  and  originality  count  most… Close  enough  for  jazz Some  stuff  is  “nice  to  have”  but  costs  too  much
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon …In  the  city  of  Epinal,  France,  between  1987  and  2006,  according   to  the  then  minister  of  health.   24  victims,  between  2004  and  2006  received  massive  overdoses,   during  prostate  cancer  treatment.   Five  died. 5500 Radiation Overdoses…
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon …In  the  city  of  Epinal,  France,  between  1987  and  2006,  according   to  the  then  minister  of  health.   24  victims,  between  2004  and  2006  received  massive  overdoses,   during  prostate  cancer  treatment.   Five  died. 5500 Radiation Overdoses… Intelligent Content Can PreventThis
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon http://www.revenuexl.com/Portals/62006/images//worried%20Doctor-resized-600.jpg Human  Error   Poor  Interface   No  French  manual Major Causes of the Epinal Incident Improvise? SOURCE: Wack, G., Lalande, F., & Seligman, M.-D. (2007). Résumé du rapport ASN n° 2006 ENSTR019-IGASn°RM2007-015P sur l'accident de radiothérapie d'Epinal. Paris, France: Inspection Générale des Affaires Sociales. Retrieved from http://lesrapports.ladocumentationfrancaise.fr/BRP/ 074000198/0000.pdf
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon http://www.revenuexl.com/Portals/62006/images//worried%20Doctor-resized-600.jpg Human  Error   Poor  Interface   No  French  manual Major Causes of the Epinal Incident How  could  well-­‐structured  intelligent  content  help  avoid  these  problems? SOURCE: Wack, G., Lalande, F., & Seligman, M.-D. (2007). Résumé du rapport ASN n° 2006 ENSTR019-IGASn°RM2007-015P sur l'accident de radiothérapie d'Epinal. Paris, France: Inspection Générale des Affaires Sociales. Retrieved from http://lesrapports.ladocumentationfrancaise.fr/BRP/ 074000198/0000.pdf
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Design  information  that   empowers  customers  to   make  better  decisions Create  structured  information   that  is  findable,  reusable,   accessible,  and  understandable Learn  from  customers Encourage  and  promote   customers’  expertise  levels
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Whose Experience? User Experience All  aspects  of  the  end-­‐user’s  interaction  with   the  company,  its  services,  and  its  products…   There  must  be  a  seamless  merging  of  the   services  of  multiple  disciplines,  including   engineering,  marketing,  graphical  and   industrial  design,  and  interface  design.   -­‐  Nielsen-­‐Norman  Group
 Patient Experience The  sum  of  all  interactions,  shaped  by  an   organization’s  culture,  that  influence  patient   perceptions  across  the  continuum  of  care   -­‐The  Beryl  Institute http://feleciaroselabs.com/wp-content/ uploads/2012/07/frustrated-doctor.jpg http://cdn.frontpagemag.com/wp-content/uploads/2013/01/ an-ailing-young-patient-450x316.jpg
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon what  this  does,  what  good  is  it,  how  I  access  it   this  task,  the  next  task,  a  different  task,  troubleshooting   the  product,  how  others  use  it,  my  options   why  I  need  to  do  this,  how  this  works   what  is  important,  what  to  do  next   with  the  exterior As a User and Customer, I Want to... Know   Do   Explore   Understand   Decide   Integrate  &  Combine Does your product help me do this?
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon A  repeatable  system  that  defines  the  practice  of  planning   for  content  creation,  delivery,  and  governance,  i.e.,  the   entire  editorial  content  development  process,  in  support  of   meaningful  interactive  experiences.                                                                                                                                      
                                                                                                      -­‐K.  Halvorson,  R.  Shefield,  R.  Lovinger So What Do We Mean By 
 Content Strategy? Editorial  +  Technical  +  Governance Enterprise-­‐Wide
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Regulatory  and  safety  Structure  –
 Structured  Product  Labeling  (SPL),  etc.   User  workflow  –  minimize  error   Governance  and  obsolescence  control   Archiving   Clear  standards  and  goals  for  
 all  business  critical  communications     Manage  content  complexity   Tracking  and  traceability Why DoYou Need a Content Strategy? http://4.bp.blogspot.com/-jaIA7c7EPy0/UT4_m1sq5YI/AAAAAAAACKk/eN6trFdM3rU/s640/EPE+CONSISTENCY.jpeg You’ll  save  money,  too
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Aligns  content  with   business  goals Why DoYou Want a Content Strategy? Reduces  creation  costs Reduces  localization  costs Moves  content  from   cost  to  business  asset Improves  patient  (user)  experiencehttp://litcentral.com/communities/1/004/009/313/721/images/4586435449_392x251.png Ensures  consistent,   coherent  message
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Users get angry when theywaste their time looking forinformation that isn’t there! you http://www.pharmapassport.com/blog/uploaded_images/ frustrated-doctor-724099.jpg Patients, too! http://longforsuccess.com/wordpress/wp-content/uploads/2011/03/ frustrated-300x200.jpg Language,  Emotions,  Culture,  Communication
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Design  information  that   empowers  customers  to   make  better  decisions Create  structured  information   that  is  findable,  reusable,   accessible,  and  understandable Learn  from  customers Encourage  and  promote   customers’  expertise  levels
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Getting Out ofTrouble What  if  the  error  has  health  implications? Is  this  helpful? What impression does a customer get of your company when s/he sees this on the screen?
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Extrait de l’atlas catalan, école majorquine, ca. 1375 Bibliothèque Nationale de France If the user gets lost, does s/he have a map to find the way back? ? Helping  users  get  out  of  trouble  is  one  of   your  most  important  activities
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Topics  instead  of  documents   Can  be  reused     Write  once,  revise  once,  publish  everywhere   No  display  information   Containers  assemble  topics  into  documents     Metadata  used  for  finding  and  automating Structured Content In Plain Language
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Information Changes in 
 theTime ItTakes toVerify It Write document Verify doc with SMEs & Regulatory Revise document Release document New  Research  Cycle New Research results Write docume R2 Research results
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Structured Content IsVerified Continuously Write topic Research results Write topic Write topic Verify topic Verify topic Verify topic Revise topic Revise topic Revise topic Release topic Release topic Release topic Write document Verify doc with SMEs & Regulatory Revise document Release document Research results You can publish topics as they are verified
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Multiple  short,  standalone  topics   Multiple  short  verification  cycles  -­‐   can  be  distributed   Option  to  publish  individual   topics  or  groups  of  topics  as  they   are  updated  -­‐  stays  current Comparison: Document vs.Topic One    complete  long  document   Long  verification  cycle
 Document  is  published  after  all   cycles  -­‐  may  already  be  obsolete Document Mode Topic Mode
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Why ShouldYou Care? Semantic  tagging  means   Write  Once,  Use  Everywhere  -­‐   no  copy-­‐paste  errors. Semantically tagged text (structure) Publishing engine C S S D i s p l a y
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Version  control  and  release   “snapshots”  provide  easy   audit  trails,  change  tracking,   archiving  and  general   traceability  for  legal  or   regulatory  needs. Why ShouldYou Care? Topic 1 version 13 Topic 2 version 5 Topic 3 version 27 Document Release 3,7 Release   information   stored  in   CCMS CCMS  =  Component  Content  Management  System
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Source version 6 Language 1 version 13 Language 2 version 5 Language 3 version 27 You  can  start  localizing  before   all  the  writing  is  finished,  the   system  maintains   relationships  for  every   language  version. Why ShouldYou Care? “Push  hardly  the  table” Do it right, get it checked: Real  text  hard-­‐coded  into  an  x-­‐ray  table  control  program
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon When Devices 
 Make Decisions How  will  you  manage  information  when  your   products  are  communicating  without  human   interaction?   The  Internet  of  Things  will  affect:   Patient  privacy   Transparency  and  disclosure   Definitions  of  “medical  device”   Legal  liability  and  responsibility ARE YOU READY?
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Latent Long-Term Health Consequences ofThe Internet ofThings “The  introduction  of  E-­‐ZPass  reduced   prematurity  and  low  birth  weight  among   mothers  within  2km  of  a  toll  plaza  by  10.8%   and  11.8%  respectively  relative  to  mothers   2-­‐10km  from  a  toll  plaza.”   ! Source:  Columbia  University  study,  Traffic  Congestion  and  Infant  Death,  Janet  Currie  and  Reed  Walker.   https://www.princeton.edu/rpds/events_archive/repository/Currie031010/Currie031010.pdf  
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Design  information  that   empowers  customers  to   make  better  decisions Create  structured  information   that  is  findable,  reusable,   accessible,  and  understandable Learn  from  customers Encourage  and  promote   customers’  expertise  levels
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Expert customers are less prone to making errors
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Give  all  the  information  the  user  needs  and  only  the   information  needed.   Deliver  that  information  when  it  is  needed  –  i.e.  at  the   moment  the  user  has  real  work  to  do.   User  must  find  it  immediately,  without  excessive  searching.   If  not  needed,  it  stays  out  of  the  way. Kanban Information: 
 Help Customers LearnYour Product Fast
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Emerging from Chaos Complex  problems  are  entanglements  of  many   simple  threads.     They  can  seem  chaotic.  Complex  products,  too.   Order  emerges  from  chaos  in  its  own  way.  
 This  might  not  necessarily  be  positive.   Our  job:  reiteratively  help  customers  find   positive,  constructive  emergences  from   complexity.   Getting  them  over  the  complexity  bump  turns   them  into  experts!
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon COGNITIVE-­‐SYMBOLIC  COMPLEXITY RICHNESS  OF  THE  CONTENT + + - The Cognitive Spiral Adapted from a scheme by Dr. Neus Lorenzo, The Transformation Society O PPO RTUN ITY,PRACTICERETRIEVE  EXPLICIT  INFORMATION INTERPRET  EXPLICIT  INFORMATION APPLY  AND  USE  THE  INFORMATION REFLECT  ON  AND   EVALUATE  THE  CONTENT REFLECT  ON  AND  EVALUATE   THE  FORM  OF  THE  MESSAGE MASTERY:
 If  you’re  here   you  can’t  get   it  wrong
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Picture: Greg Scullin. http://www.weeklytimesnow.com.au/article/2013/03/20/563539_business-news.html What Kind of Mastery? The  Gardener  Knows  the  Flower  Because  He  is  an  Expert  in  his  Field
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon The bee knows the flower
 from experience and need h"p://es.slideshare.net/gretacalinda/natures-­‐beauty
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Build Cognitive Demand to Build Expert Users Base  on  experience  and  need:  
 that  means  patients  and  professionals  alike   Ask  questions  that  stimulate  curiosity   Provide  information  they  can  generalize   from
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Design  information  that   empowers  customers  to   make  better  decisions Create  structured  information   that  is  findable,  reusable,   accessible,  and  understandable Learn  from  customers Encourage  and  promote   customers’  expertise  levels
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Talking to Millenials:The Call forValues The use of “values” is based on “respect” – which implies recognizing the singularity of the individual The economic model of happiness has gone too far Develop new ideas and ideals in a small circle around themselves, with other, similarly minded people Not individualist, 
 it’s formed around communities of interest BUT: Universal values are no longer enough
 to create social cohesion “No one may speak in my name – not politicians, not companies, not advertisers”
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon “Create MoreValueThanYou Capture” -Tim O’Reilly “And Capture a Lot!” -RG Participatory Culture-Henry Jenkins,Annenberg School of Communications, Stanford University
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Not  user  groups  or  user  forums   Integrated  communities   Everyone  is  a  stakeholder:  internal,  professionals,  patients   Primary  objective:  creating  an  integrated,  collaborative  community   that  creates  value  that  is  re-­‐injected  into  the  system Integrated Stakeholder Communities
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Not Just Your Usual Favorite Beta Testers!
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon In  many  Romance  languages,  the  word  for  “moderator”  is   “animator.”     Moderation  implies  damping.  
 Animation  implies  stimulation.   The  animator  helps  guide  the  community  toward  finding  its  common   vision.   The  animator  is  a  catalyst  to  vectorise  the  community.   A Community Needs Animation
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Foster  and  encourage  creativity. CapturingValue from your
 Integrated Stakeholder Community Use  your  animators  to  enable  participants. Encourage  open  structures  that  facilitate  a  variety  of  interactions Use  your  own  judgment,  but  first  listen  carefully Provide  multiple  venues
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Before  adopting,  take  into  account:   Is  it  viable?   Implications  for  the  regulated  environment     Can  it  be  generalized  to  other  tasks?   Is  it  robust? CapturingValue from your
 Integrated Stakeholder Community Ask  for  input   Don’t  promise  to  publish  it   Do  promise  to  take  it  seriously   Follow  up  on  that  promise
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon As  co-­‐operation  builds,  the  community’s  self  image  grows  in   stature.   Thinking  goes  beyond  contingent  need.   As  value  is  captured  and  fed  back  into  the  system,  adherence   to  the  product  and  the  company  grows. Implications of 
 Integrated Stakeholder Communities  “What  I  do  can   be  useful  for   others”   “What  others  do  has  an  effect  on  what  I  can  use”  -­‐
 “does  their  YouTube  post  have  good  tags  so  I  can  find  it?”
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Creating More fromYour CapturedValue Make improvements everywhere all the time If something isn’t working, put it out to the community Let them solve problems, control excessive negative criticism Be a good curator Encourage debate Know when to stop
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Remember, it’s aniterative process! Nothing  can  buy  you  more  customer  loyalty  than  including  them  in  your  decision-­‐making! Your SME’s and other colleagues, too! Creating More fromYour CapturedValue
  • RAY  GALLON C U L T U R E C O M Presentation  ©  2014  Ray  Gallon@RayGallon Analyse  your  needs   Help  you  design  a  content  strategy   Help  you  architect  your  user  information  and  communication   Work  with  you  to  capture  value  from  your  users What We Do
  • Presentation  ©  2014  Ray  Gallon@RayGallon Thank Email:   infodesign@culturecom.net Google  Plus:      +Ray  Gallon   Twitter:    @RayGallon   LinkedIn:            Ray  Gallon RAY  GALLON C U L T U R E C O M Pass  me  your  business  card  -­‐   Let’s  talk!