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Diagonal - Designing Servicescapes for Optimal Healthcare Experiences

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Healthcare environments are often designed with the needs of the working staff in mind. The experience of patients is often left as an afterthought and not fully integrated in the design process. When …

Healthcare environments are often designed with the needs of the working staff in mind. The experience of patients is often left as an afterthought and not fully integrated in the design process. When asked to design a spatial concept for a chain of laboratories, Diagonal chose to combine service design methods with interior architecture and to place the experience of their customers and staff at the center stage. The result presents a refreshing take on healthcare without diminishing the trust in the expertise of the staff.


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  • 1. ♥ Designing Servicescapes for Optimal Healthcare Experiences JUHA KRONQVIST 27.11.2013 1 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 2. Contents 1) On designing services for healthcare 2) Presenting the laboratory case 3) The results of the design 4) On taking the long view 2 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 3. Research + Design Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 4. Diagonal in short Diagonal is a Helsinki based service design agency focusing on innovative service and customer experiences. Our process combines research skills with creative competence. We design and execute Focus on health and wellbeing • Services • Customer Experiences • Servicescapes 4 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 5. Service Design Achievement of the Year Competition “The main judging criteria will be how much the project advances the practice of service design in Finland; pushing the service design envelope is a key criteria. The novel application of service design can be related to methods and processes, new business and co-operation models for service design agencies and their customers, new areas of application, etc.” 5 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 6. Service Design Achievement of the Year Competition OUR ENTRY: 1. Highlights the design constraints in the healthcare context 2. Presents a method for involving people in the servicescape design process 3. Gives a concrete example on how to start building a strategic partnership 6 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 7. On service design We are meaning-creating beings. 7 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 8. On service design Service design is about understanding and managing meaningful constellations of materials and people. 8 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 9. On service design They all need to be aligned in order for them to make sense to people and to create positive experiences. prescription waiting area letter nurse doctor website staff 9 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 10. Designing for customer experience SERVICESCAPE SERVICE STRATEGY CUSTOMER EXPERIENCE PEOPLE 10 COMMUNICATION ARTIFACTS Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 11. What is a servicescape? "The immediate physical and social environment surrounding a service experience, transaction or event… It plays a critical role in shaping customer expectations, differentiating service firms, facilitating customer and employee goals, and influencing the nature of customer experiences." – Bitner 1999 11 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 12. A servicescape for ideal healthcare experiences? 12 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 13. We are all health seekers HEALTHY amount of agency PATIENT time 13 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 14. Components of healthcare design PERFORMANCE How well it does the job or is fit for purpose. PROCESS EXPERIENCE How safe, well engineered and reliable it is. How the whole interaction with the product or service "feels" or is experienced. Based on Bate & Robert 2006 14 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 15. 15 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 16. 16 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 17. The design process CUSTOMER UNDERSTANDING ASIAKASYMMÄRRYS TOTEUTUS IMPLEMENTATION DESIGN DESIGN STRATEGIA STRATEGY OPPORTUNITIES MAHDOLLISUUDET >>> YRITYKSEN COMBINING LIIKETOIMINTAA ORGANIZATIONAL AND CUSTOMER TUKEVAT RATKAISUT VALUE JA MALLIT 17 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 18. lead The design process SERVICE DESIGN t men lve uous n onti invo er tom cus c INTERIOR ARCHITECTURE time 18 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 19. The design process CUSTOMER JOURNEY 19 ETHNOGRAPHIC OBSERVATION CARDBOARD PROTOTYPING IMPLEMENTATION SCALING UP Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 20. Crafting a customer journey ORIENTATION TURN NUMBER WAITING INVITATION 03 SAMPLING 20 EKG & OTHERS EXIT Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 21. Observations and interviews ENVIRONMENTS 21 ARTEFACTS INTERACTIONS Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 22. Physical prototyping EMPATHIC WALKTHROUGHS BODYSTORMING IDEAS PROTOTYPING EXPERIENCES CONFIGURING SERVICESCAPES http://vimeo.com/juhak/cardboardhospital 22 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 23. Prototyping at a cardboard laboratory ENVIRONMENTS 23 ARTEFACTS INTERACTIONS Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 24. Results 24 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 25. Design Drivers FUNCTIONALITY The solutions are based on an understanding of laboratory workers and what makes their work as fluent as possible. The spatial layout guides staff and visitors through it. CLARITY Each step has been assigned a simple and understandable role. The visitor understands what they are supposed to do and how to prepare for the next one. 25 AMBIENCE The space is a pleasant environment that calms the visitors down. During the sample taking visitors can avoid seeing laboratory equipment and watch from the window or at a picture. Art from schools etc. can be placed at a gallery wall. Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 26. Detailed customer journey 03 ORIENTATION Patient enters the health centre and seeks the laboratory. 26 TURN NUMBER Identifying the correct service and taking a turn number. WAITING INVITATION Waiting for their turn and calming down. Understanding what is expected next. Patient is sees their number or is called in. Seeks the correct door. Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 27. Touchpoints 03 27 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 28. Examples 28 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 29. Examples 29 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 30. Examples 30 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 31. Pilot implementation EXPERIENCE “We’re happy about the well functioning first version of the new laboratory, in which the customers point-of-view has been thoroughly integrated. … According to the laboratory nurses service is being constantly improved with the help of the new concept and a consistently working environment.” Alueperiskooppi 23.10.2013 PROCESS 31 FUNCTION Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 32. Patients say In comparison to the old one these are much calmer and more private with clean nice walls around. It's a nice feeling. Small, but I wouldn't need any bigger. The are much more comfortable and you don't get as anxious. Nice that it's private. Best was the woman who took the sample like a pro. 32 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 33. Staff say These are positively different. Very calm. You have space for your tools. At times I need to get something from the storage. That's good on the other hand that you have to move a bit at times. It's efficient, fresh and clean. Positive, you have all you need and you can be private. The rooms are a bit small, but they work well. They look nice and bring a warm feeling. 33 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 34. Scaling up S M L S - SMALL L - LARGE implementing the concept for existing services with a need for updating the servicescape. 34 M - MEDIUM implementing the concept for services that are larger or need significant update in their servicescapes. implementing and updating the concept for services that take place in new sites or that need a significant change in the operations model. Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 35. SERVICESCAPE SERVICE STRATEGY CUSTOMER EXPERIENCE PEOPLE 35 COMMUNICATION ARTIFACTS Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 36. Next steps We see service design as organizational transformation that is enabled through involving the client through several design processes. Patients are an underutilized resource in healthcare. What are they expecting from laboratory services? How do they want to be involved in the management of their health? 36 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 37. Key Takeaways 1. HEALTHCARE PROVIDES SPECIFIC DESIGN CONSTRAINTS THAT HAVE TO BE TAKEN IN ACCOUNT IN THE DESIGN PROCESS 2. THROUGH PHYSICAL PROTOTYPING YOU CAN CREATE EMPATHIC UNDERSTANDING AND PROTOTYPE NEW SERVICE EXPERIENCES 3. BY TAKING A LONG VIEW IN SERVICE DESIGN YOU ADDRESS DIFFERENT ASPECTS OF THE CUSTOMER EXPERIENCE 37 Copyright Diagonal Mental Structure Oy. All rights reserved.
  • 38. Thank you! JUHA KRONQVIST juha@diagonal.fi 38 Copyright Diagonal Mental Structure Oy. All rights reserved.