Thaks maggie. Really HONORED to be here and KICK OFF off this design session
I want to start by telling you about a quest I have been on for the last few years. Many of you have probaly been on a similar one. I have been tracking a mysterious creature: the consumer who is engaged with health decision-making. I know what you’re thinkiing: I must be CRAZY. this is a creature of pure FANTASY. It doesn’t exist One of the challenges is that THIS CREATURE GOES BY MANY NAMES - patient / member / consumer / user / participant. Reminds me of the old parable of the BLIND MEN AND THE ELEPHANT t who each see it for what they think, based on what they touch it is. the second is the parable of the WHITE ELEPHANT- something that is a sign of luck and good fortune, but one that you cannot give away and whose cost (particularly cost of upkeep) is out of proportion to its usefulness or worth. pretty sure that there are none of these in the room. so would like to introduce you to a few of the white elephants I have met over the last few years.
Lets start with Debby…I met her in 2006 as part of a study on low income folks on HDHP’s. in many ways she is the LEADING EDGE of healthcare decision-making in this country. How many of you know someone like debby? We havent spent enough time talking about MONEY in these sessions but that is what is driving debby’s behavior more than anything else. “ I’m trying to manage three plans — the HDHP for me… my husband’s PPO, and my son’s PPO which covers his pediatrician.”
So here is her DECISION TREE This is how debby makes her health decisions, yes her DOCTOR IS IN THERE SOMEWHERE. But she gives nothing back to him. Where as she is part of a MUTUAL EXCHANGE OF INFORMATION with her social networks (online and offline). She gives back to them in exchange for getting their advice. This is what TRUST is all about today.
Stay on the topic of TRUST , but shift gears. Around the world to kwa zulu natal in south africa, epicenter of HIV / TB epidemic. Working on a series of mobile interventions. But one population was missing: men. Completely disengaged. So we decided to target them directly. Worked with a group of young men over a 6 momth period. Asked them to design the kinds of tools that THEY WANTED. Turns out that the big barrier was not FEAR. It was PRIDE. They felt humiliatd in the crowded clinical setting. But given then chance to have input into the experience. In fact, no one had given them the opportunity to PARTICIPATE in shaping anything in their lives. They took great pride in it and were engaged throughout the process, many learning their STATUS for the first time along the way.
LIZMARI what does this say about engagement? - knowledge base / reinforcing the shared knowledge of the group - look up to...actively #BGNOW for blood levels - being accountable?? - immediately introduce / welcome - tudiabetes - latinos with diabetes- - Iowa / active on flickr / amateur photogtapher - father died from complications of type 2. found out about it from caring for him - caregiver and patient - blue circle / twitter badge
JENN @PRIORFATGIRL @FATLITTLELEGS @CUPCAKELOVE 28, Minneapolis her and other bloggers huge number of twitter followers follow me through my day crisis points - support posts her exercise and food ferver of encouragement / reciprication cast herself as example / motivating get togethers in a town - 2 of them - cafe wear name tags fitblog community - conference last march mostly women - talked about blogging about getting into shape http://www.priorfatgirl.com/ empowerment and doing yourself ground up / individual / funny, personality taking on identities? handles “fatlittlelegs” / “cupcakelove” blogs and twitter handles “ My body can run 8 miles, the scale can never take that away from me” emphasis on the story creating a new identity one bite, one decision
what did I learn...filling in the PICTURE… Pride Exchange Reciprocity Participation Culture Feedback All THEMES that you have heard. I can see you NODDING your heads… These are the FACESof engagemnet. But what does engagement really LOOK LIKE?
I BET THIS IS WHAT YOU WERE EXPECTING I show this PICTURE a lot to MEDIA EXECUTIVES all the time. All that is MISSING is the 8 year old with the cellphone on the couch. ENGAGEMENT DOESN’T HAPPEN WHERE YOU THINK. Not in school cafeterias or gyms or dunkin donuts. Certainly not in doctor’s office. I STUDY these people like this all the time primarily to learn about their media anc communications behaviors for clients in those business. And I am constantly amazed with how ENGAGED they are in information – in SHARING and PLAY. I see it every morning in the average NYC SUBWAY COMMUTER playing games on – some kind of device in the 20 minutes that they have before going to work. Their engagement is extraordinary. The FAST FOOD analogy is pretty good. You are competing with the INSTANT GRATIFICAITION of the POKE, TWEET, & OVERSHARE. No easier than competing with the happy meel. Instant gratificaiton. The fedex principle THIS IS WHAT YOU ARE UP AGAINST.
When our clients ask me about this
I like to think about this. THOMAS GOETS was right. It is all about FEEDBACK. Challenge is that the FEEDBACK LOOPS IN HEALTHCARE ARE LONG--- too long. No way that you can compete with social networks. NO MATTER HOW GOOD YOUR DATA IS…no matter how good the outcomes. This is a pretty DAUNTING chalenge. But the good news ithat YOU ARE NOT ALONE!!!
Here is some work we recently did in europe for an energy client. That space is starting to open up like the wireless operators here in the states.
NOTICE ANY SIMILARITY I look at these crude examples that I just showed you and I am reminded of the appliance adds in VICTORIAN newspapers – ELECTICAL APPLIANCES to solve every consumer need. Just SUBSTITUTE A BAR GRAPH for appliance and you get the idea.
Even if the attempts are crude the IDEAS IS RIGHT. if anyone SPEAKER FOR THE DESIGN COMMUNITY its mr tim brown: it is all about sustained behavior change, I see this EVERY DAY: designers come to me with the SAME QUESTION. 5 years ago they wanted to design the NEXT IPOD. Now they want to have an impact on social issues. Issues that TRANSCEND ANY ONE CLIENT. This is forcing us to RE-EVALUATE OUR ENGAGEMENT MODEL…
My thesis is that there is a BIG CHANGE IN THE DESIGN WORLD. We are seeing a significant shift in behavior. CANT ASK YOU TO CHANGE if we are not changing as well. and that is what I am going to SPEND MY LAST FEW MNIUTE talking about. Going to go through these examples PRETTY QUICKLY. But hope to discuss them at length AFTER THE SESSION.
3 year + partnership in south africa to address TB and HIV through mobile tech one of LARGEST MOBILE HEALTH INITIATIVES on record.
Typical partners: - clinical: iTeach technical: local software developers NOT YOUR TYPICAL PARTNERS - cultural: celebrities from the music scene - corporate: MTN international: Poptech Rolled out a mobile messaging service in 9 MONTHS Reaching 2 MILLION low income south africans a day
Call out BILL DRENTTEL, ASPEN DESIGN SUMMIT What is interesting is not just that we have partners like CDC AARP, - Mayo (CALL OUT NICK) - RoberT Woods Johnson involved But we have FOUR OF THE LEADING DESIGN FIRMS COLLABORATING who are conitnuing to work together on this initiative. That kind of collaboration doesn’t happeny very often
cardiology system - smart bandage - w smartphone. what could that system look like? how could it behave? how do we learn about the UX needs - that is where our IP is - need to stand up. raised money from the EU to create a prototype system/
I could be telling you about all the things we do typically do as designers (user research, prototyping, systems design, service design) selling you on the value of design as a vehicle for transformation. instead I am going to talk to you about a transformation that is happening within design. on that needs your help and that is what I am going to spend the next few minutes talking about.
CALL OUT TO JAN CHIPCHASE
HEALTHY COMMUTE 7 HOURS
Every design school in this country is adding social innovation to their curriculum, we see it at NYU, RISD, Art Center and the D-School at Stamford. My own class at SVA focuses on feedback loops and prototyping. On the lower right was a project on pain management from last semester.
I want to CONCLUDE with ANOTHER QUOTE from tim. once again, tim SUMS it up best. There is a huge desire within the desing community to reach past the individual problems that our clients give us and embrace the shared problems that we all care about. Help usharness this energy and enthusiasm – that you see every day in talented creative like maggie breslin. I realize that we are here to talk about TRANSFORMING HEALTH. But I think that we also have a real opportunity to TRANSFORM DESIGN in the process. thank you.