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John Weiss - Conscious By Design
 

John Weiss - Conscious By Design

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Healthcare systems claim to be acutely aware of the human condition and of people’s needs. But in their insistence on creating a system largely based on clinical research, and a passing empathy for ...

Healthcare systems claim to be acutely aware of the human condition and of people’s needs. But in their insistence on creating a system largely based on clinical research, and a passing empathy for user input, they have failed. Healthcare is not about an opportunity to change lives, it is about an obligation.

And, changing behavior isn't about knowledge. It's about human consciousness; being fully aware of one’s own existence, sensations, thoughts, surroundings, and much more. Einstein said, "No problem can be solved from the same level of consciousness that created it."

We have to radically alter the way we approach designing systems that are intended to improve the health and lives of the people we serve. This talk will focus on key insights you can use to change your state of consciousness, including:
■Understanding the critical importance of design and taking steps to make sure it has a central place at the table.
■Allowing intuition, exploration and behavioral psychology to inform the systems you design.
■Exploring the impact of motivational forces, both conscious and unconscious, on human behavior and attitudes – and designing systems that acknowledge these forces.

When you leave this talk you will have some meaningful tools that will enable you to start addressing failed systems and create a new approach that will have real impact, and result in lasting behavior change.

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    John Weiss - Conscious By Design John Weiss - Conscious By Design Presentation Transcript

    • CONSCIOUS BY DESIGN @JOHNWEISSBy a show of hands, how many of you believe that the work you do within healthcare is an opportunity to change lives?How many believe its an obligation?No matter how you answered, you are correct.
    • YA NADENA ROD OUR ROLE IN HEALTHCAREIts an opportunity to help individuals live happier, and an obligation to help individuals live healthier.For some, it can be a matter of life OR death.For some, its life.For others, its death.
    • Aliya was born just shy of four months early, and weighed in at 1lb 10oz. ALIYAThrough many miracles, she made it home.She turned two this past Friday, March 23rd, 2012.
    • Laila was born just shy of four months early, and weighed in at 1lb 10oz. LAILA Cons ous Co ciou B De g Conscious By DesignTwo weeks after her birth she developed a kidney infection, which would claim her life on April 23rd, 2010, one month to the day after her birth.
    • If she were alive today, she would look like this. LAILAThese beautiful girls are not a scenario, or a persona. They are not a statistic. They are my sisters daughters. They are my nieces.
    • @ johnweiss Conscious By Design 6 scious De iIm John Weiss, Executive Creative Director with WebMD Health Services.Im grateful for the chance to share some thoughts on the critical importance of being Conscious by Design.
    • LAILA Cons ous Co ciou B De g Conscious By DesignWe dont know the cause of Lailas Kidney infection that led to her death. But we are painfully reminded of its effect daily. We had no control over the outcome,nor did the nurses and doctors.Its okay to know that there are things outside of our control within healthcare. But they should stand as a reminder, to always be mindful of the things that wecan. We do know a lot of the causes of our broken healthcare system, and we can control aspects of a solution that can facilitate behavior change, impactoutcomes, and alter the effects.
    • BEHAVIOR CHANGE ≠ KNOWLEDGE Conscious By Design 8 scious De iBehavior change is not about knowledge.
    • IT’S ABOUT HUMAN CONSCIOUS NESS Conscious By Design 9 scious De iIts about human consciousness.
    • con·scious·ness noun the state of being conscious; awareness of ones own existence, sensations, thoughts, surroundings, and more... Conscious By Design 10 scious De iThe key here is the “and more”. The term, Psychodynamics, refers to the aggregate of motivational forces, both conscious and unconscious, that determinehuman behavior and attitudes.That’s a wicked problem to solve when it comes to the human lives we’re trying to positively affect. But we need to start with our own consciousness beforeaddressing the consciousness of the humans we’re hoping to reach
    • No problem can be solved from the same level of consciousness that created it. ALBERT EINSTEIN 11 1Einstein said, "No problem can be solved from the same level of consciousness that created it."We have to radically alter the way we approach designing systems that are intended to improve the health and lives of the humans we serve.There are three areas in which to focus...
    • INCREASE OUR CONSCIOUS 1 NESS OF HUMANITY Conscious By Design 12 scious De iWe have to increase our understanding of the Consciousness of Humanity.
    • CHANGE THE CONSCIOUS 2 NESS OF ORGANIZAT IONS Conscious By Design 13 scious De iWe have to change the Consciousness of Organizations.
    • CREATE A BETTER EXPERIENCE 3 OF HUMAN CONSCIOUS NESS Conscious By Design 14 scious De iAnd we have to create a better Experience of Human Consciousness.
    • CONSCIOUS BY DESIGN Conscious By Design 15 eI would like to propose a framework that I call "Conscious by Design" that addresses these three areas.
    • SIMON SINEK GOLDEN CIRCLE 16 6It begins with an idea created by Simon Sinek, author of Start With Why, called the "Golden Circle".
    • WHAT HOW WHY Conscious By Design 17 scious De iAt the core of everything you do should be, Why. Why do you do what you do?Then, How. How do you do it?And finally, What. What does it looks like?
    • WHAT HOW WHY Conscious By Design 18 scious De iEveryone in this room should be aligned on why were involved in healthcare. To help people live healthier, happier lives.
    • DECISION SUPPORT GAM GAME DESIGN DESI WHAT HOW WHY TINY HABITS Conscious By Design 19 scious De iWe may share beliefs on HOW to accomplish that… [game design, tiny habits, etc]
    • AMAZING DESIGN DECISION SUPPORT GAME SOCIAL DESIGN WHAT HOW WHY FUN TINY H HABITS MOBILE Conscious By Design 20 scious De iAnd WHAT the solutions look like. [beautiful user experience, fun, sustained use, healthy, etc]
    • WHAT HOW WHY Conscious By Design 21 scious De i 15But the goal of the "Conscious by Design" framework, is to ensure we are always conscious to keep the human at the center of everything we do.So what does that look like?
    • Consciousness of Humanity WHAT HOW WHY Consciousness of Organizations Experience of Human Consciousness Conscious By Design 22 scious De i e 15The framework looks like this.At the core of everything you do should the Consciousness of Humanity.Then, the Consciousness of your Organization (or you individually).And finally, the Experience of Human Consciousness. How will the thing you create affect human consciousness?All three areas are needed to facilitate behavior change, but ...
    • Consciousness of Humanity WHAT HOW WHY Consciousness of Organizations Experience of Human Consciousness Conscious By Design 23 scious De i eI believe the Consciousness of Organizations is the critical component that we must focus on, as it learns from the Consciousness of Humanity, and influencesthe Experience of Human Consciousness, which can ultimately facilitate behavior change.But let’s start with the WHY; the Consciousness of Humanity.
    • Consciousness Consciousness of Humanity of Humanity WHAT HOW WHY Consciousness of Organizations Experience of Human Consciousness Conscious By Design 24 scious De i e 15Understanding the Consciousness of Humanity is not only important for us, but also for the humans we intend to serve.
    • COGNITIVE Consciousness Consciousness of Humanity of Humanity WHAT HOW WHY Consciousness of Organizations Experience of Human Consciousness Conscious By Design 25 scious De iHumans know why [cognitive] they need something...
    • BEHAVIORAL COGNITIVE Consciousness Consciousness of Humanity of Humanity WHAT HOW WHY Consciousness of Organizations Experience of Human Consciousness Conscious By Design 26 scious De iAnd how they should achieve it [behavioral]...
    • EMOTIONAL BEHAVIORAL COGNITIVE Consciousness Consciousness of Humanity of Humanity WHAT HOW WHY Consciousness of Organizations Experience of Human Consciousness Conscious By Design 27 scious De i 15And what the results could be [emotional].Each of these layers contain their own complex set of Psychodynamic barriers to the individual who needs, or wants, to change their behavior.
    • EMOTIONAL BEHAVIORAL COGNITIVE Consciousness Consciousness of Humanity of Humanity WHAT HOW WHY Consciousness of Organizations Experience of Human Consciousness Conscious By Design 28 scious De iBut I believe our biggest chance of winning; of helping facilitate behavior change is by focusing on the HOW. On their actual behaviors.We can use behavioral psychology to predict their conscious behaviors, and provide guidance into how to best design for them.But they might have a hard time articulating the cognitive reasoning behind their decisions, or the emotions they feel, even though they are fully conscious ofthem. However, their actual behaviors provide valuable insight into unconscious barriers and unmet needs, and provide the ability to move from awareness oftheir barriers to empathy.
    • JOURNEY MAPS, PERSONAS, SCENARIOS, SURVEYS OBSERVATION, INSIGHTS, BEHAVIORS AWARENESS EMPATHY Conscious By D i n 15 scious Desig[awareness: customer journey mapping, personas, scenarios, questions][empathy: observation, true insights into actual behaviors]Data is no substitute for intimacy.
    • Content is king. But context is queen, and she runs the household. GARY VAYNERCHUK 30"Content is king. But context is queen, and she runs the household."- Gary Vaynerchuk
    • Consciousness of Humanity WHAT HOW WHY Consciousness of Organizations Experience of Human Consciousness Conscious By Design 31 scious De i e 15Changing the Consciousness of Organizations ensures we can capitalize on our understanding of the Human Consciousness.Designing experiences that can address the Consciousness of Humanity requires a special culture, one that requires us to change the Consciousness ofOrganizations to allow for design thinking.
    • ANALYTICAL INTUITIVE RELIABILITY DESIGN VALIDITY THINKING EXPLOITATION EXPLORATION Conscious By Design 32 scious B De i eOrganizations need to institutionalize Design Thinking. Design thinking is the ability to solve problems by using your whole brain.[affects three key components - culture, process and people]
    • Let’s go invent tomorrow instead of wondering about what happened yesterday. STEVE JOBSCulture: Intuition & ExplorationVision provides oxygen to dreams.“A vision is a picture of a better world that your products or service makes possible. Captivating visions inspires investors, employees and customers, and bestof all, they inspire those stakeholders to become evangelists for the organization. An inspiring vision meets three criteria. It’s specific, concise, and consistent.”- Steve Jobs
    • MINDSET 34 34Culture: Intuition & ExplorationChange your mindset as a culture through awareness, education, and exploration.
    • Everything we do is about getting people to be more open, more creative, more courageous. JACK DORSEY 35Culture: Open, Collaborative. Trust.Autonomy. Purpose. Mastery. - Dan Pink, Drive[When describing Jack Dorsey] “He sees not the devil, but the humanity, in the details, particularly for his customers.” - Fast Company, March 2012
    • ENVIRONMENTCulture: Open, Collaborative. Trust.Provide visibility into ideas. Create environment that facilitates free flowing ideas that build on each other.
    • Design Instincts trump data or focus groups. 37Culture: Design as a priorityPut design at the head of the table.Hugh De Pree built a design-friendly culture at Herman Miller.“Like it or not, designers are important; indeed, vitally essential for the success of a business enterprise.”“You never ask the sales force what they think of a design. Their job is to sell it.”
    • Conscious By Design 38 scious De iProcess: Passion alone isnt enough. Effort and execution are.Lean UX. Agile. Get out of the deliverables business. Fail fast, but learn. Celebrate your wins.
    • GET OUT OF THE DELIVERABLES BUSINESSProcess: Passion alone isnt enough. Effort and execution are.Lean UX. Agile. Just get out of the deliverables business. Fail fast, but learn. Celebrate your wins.
    • HIRE PASSIONHire the right people. Not everyone is a designer, or you might not have an entire design staff. But hire passionate people who are Design Thinkers.Give credence to the ability to be analytical, but intuition wins the day.
    • VISUAL EXPERIENCE EXPERIENCE DESIGN Conscious By Design 41 scious De i 15We’ve built an internal team of talented designers.
    • Consciousness of Humanity WHAT HOW WHY Consciousness of Organizations Experience of Human Consciousness Conscious By Design 42 scious De i e 15Changing the Consciousness of Organizations not only ensures we capitalize on our understanding of the Human Consciousness, but it allows us to create apowerful Experience of Human Consciousness.
    • NADYA RODENAIn order to influence someones behavior, you have to change their story. You have to enhance their existing identity, or create a new one.Brands do this all the time (nike, red bull)Willpower and resources can be finite. Or what about those with lifelong conditions? Provide hope.Remember Nadya Rodena, who we saw in the beginning of this presentation? These are photographs from when photographer Nancy Borowick met 9-year-old Nadya Rodena in an orphanage in Russia last year. Nadya has been diagnosed with cerebral palsy, a movement disorder caused by damage to a baby’sbrain. March 25 was National Cerebral Palsy Awareness Day.
    • HOPE IS THE ONLY THING STRONGER THAN FEAR. 15 44 5 4"Hope is the only thing stronger than fear". - Hunger Games (the movie)Fear is a liar. It will tell you that the consciousness of humanity is stronger than your own conscious efforts to change the experience of humanconsciousness.But embrace and learn from the consciousness of humanity. Institutionalize design thinking within your organization so it’s consciousnesschanges.And change an old life, by celebrating it’s better story. Make heroes out of fighters. Change your state of consciousness, and change lives.Thank you.
    • THANK Live Deliberately. YOU @JOHNWEISS about.me/johnweiss about.me/johnweiss nThank you.