Crowdsourcing and BigData: how ePatients
(and their machines) are changing Health!

© 2012 Razorfish Healthware. All rights...
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
A Design
Paradox!
!
• 
• 
• 
• 
• 
• 

Army Cadet Officer!
Plant Ecologist!
Satellite Remote
Sensing and GIS
Researcher!
Bi...
Singularity!
!
• 

A point where all
parallel lines meet!

• 

(math) The value or
range of values of a
function for which...
Technological
Singularity!
!
“… a future period during
which the pace of
technological change will be
so rapid, its impact...
GNR Singularity

Genetics (G), Nanotechnology (N) and Robotics (R) 




The convergence of Genetics, Nanotechnology
and Ro...
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
Question:




Is technology all?






!

© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
Scientia
potentia est!
(Knowledge is Power)!
!
Francis Bacon!
Meditationes Sacrae (1597)!
!

!
Knowledge allows one's
pote...
Knowledge !
is power!
(also in medicine)!
!
!
!
Asymmetry in information
between physicians and
patients, so as profession...
Cultural Singularity



«A phase of human evolution, where the
convergence of apparently unrelated
knowledge fields, genera...
Today’s Design exercise!

© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
01

© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
02

© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
03

© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
04

© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
Crowdsourcing!

© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
The Infinite
Monkey Theorem!
!
A monkey hitting keys
at random on a
typewriter keyboard
for an infinite amount
of time will ...
A question:!
!
What does it happen
when the monkey is
self-aware, selfdisciplined and it is
guided by an inner
sense of pu...
Crowdsourcing



«The use of crowd, without any formal or hierarchical

coordination structure among its members, for

per...
Old Style: !
Encyclopaedia Britannica!
!
•  32.000 articles!
•  1 language (English)!
•  6.224th website
worldwide!
•  Lim...
Wikipedia: !
• 
• 
• 
• 
• 

the Total Encyclopaedia!
!
30 million articles!
287 languages!
6th most visited website
world...
WMF: !
Behind Wikipedia!
!
•  142 staff people!
•  Simple technology (wiki)!
•  Living on individual
donations year on yea...
Collaborative 

Knowledge Law

(Scala’s Law)






«Given a collaborative knowledge-building task of any
dimension, the qu...
Big Data!

© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
Big Data definition



«Big data is the term for a collection of data
sets so large and complex that it becomes
difficult to...
Big Data landscape



«Enabled by the cost reductions in sensor
technology, mobile connectivity, and battery

life, and th...
Big Data consequences



«The day in which we will produce more
content in a single day, than the rest of
human history, i...
Once upon a time:!
The medical record!

!
•  The unique document
describing our health
history.!
•  A very limited
informa...
Quantified Self!

© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
Medical sensors
meet mobile!
!
• 

Medical sensors have
the capability to
measure virtually any
physical parameter!

• 

W...
Medical Tricorder!
!
• 

Qualcomm XPrize is a
award of USD 10
millions for the first one
who will build a Medical
Tricorder...
GE VScan!
!
• 

General Electric has
invented, realized and
commercialized a
portable bioscan!

• 

It allows to!

• 

Des...
Connecting dots!
!
When individual sensors
are crowdsourced, and
their data collected,
analyzed, clustered and
displayed i...
Cultural singularity: prototypes!

© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
I’m a UX expert: what can I do?!

© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
People are !
Diffident Apes!
!
• 

Very few innovators
conceive new things!

• 

Only a few pioneers adopt
them!

• 

Only ...
People are !
Lazy Apes!
!
• 

Energy conservation is
one of the pillars of Nature!

• 

Average humans don’t like
to painf...
Patients are
Preoccupied
Apes!
!
• 

Need for reassurance!

• 

Need for guidance!

• 

Need for simple words!

• 

Need f...
Bad Design
Examples!

© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
UX experts’ role in this
cultural singularity



«UX experts can be the catalyzing factor of current
cultural singularity ...
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
© 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
Ferdinando Scala Pro
@fscalapro
ferdinandoscala

White Paper available on
www.razorfishhealthware.com

© 2012 Razorfish Hea...
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From Crowdsourcing to Big Data: how ePatients (and their machines) are evolving health - Opening speech at UXCON 2013

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Ferdinando Scala, Strategy Director at Razorfish Healthware, talks about how the current explosion of medical sensors and collaborative knowledge-building platforms, have made possible the rise of Crowdsourcing and BigData tendencies in healthcare. It was the opening Keynote Speech at UXCON 2013 conference, hold at USI (Università della Svizzera Italiana), Lugano, Switzerland, on October 26, 2013.

From Crowdsourcing to Big Data: how ePatients (and their machines) are evolving health - Opening speech at UXCON 2013

  1. 1. Crowdsourcing and BigData: how ePatients (and their machines) are changing Health! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  2. 2. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  3. 3. A Design Paradox! ! •  •  •  •  •  •  Army Cadet Officer! Plant Ecologist! Satellite Remote Sensing and GIS Researcher! Big Pharma Executive! Strategy Advisor! Wikipedian (17k+ edits)! UX=???! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  4. 4. Singularity! ! •  A point where all parallel lines meet! •  (math) The value or range of values of a function for which a derivative does not exist! •  (physics) A point or region in spacetime in which gravitational forces cause matter to have an infinite density; associated with Black Holes! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  5. 5. Technological Singularity! ! “… a future period during which the pace of technological change will be so rapid, its impact so deep, that human life will be irreversibly transformed. (…) this epoch will transform the concepts that we rely on to give meaning to our lives, from our business models to the cycle of human life, including death itself.”! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  6. 6. GNR Singularity
 Genetics (G), Nanotechnology (N) and Robotics (R) 
 
 The convergence of Genetics, Nanotechnology and Robotics will allow to “reprogram our biology to achieve the virtual elimination of disease“ (G), “redesign and rebuild (…) our bodies and brains and the world with which we interact“ (N) and building “human-level robots (…) redesigned to far exceed human capabilities“ (R)
 
 
 ! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  7. 7. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  8. 8. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  9. 9. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  10. 10. Question:
 
 Is technology all?
 
 
 ! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  11. 11. Scientia potentia est! (Knowledge is Power)! ! Francis Bacon! Meditationes Sacrae (1597)! ! ! Knowledge allows one's potential or abilities in life to increase. ! Having and sharing knowledge is the basis for one's reputation and influence. Thus, withholding knowledge means being in advantage. ! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  12. 12. Knowledge ! is power! (also in medicine)! ! ! ! Asymmetry in information between physicians and patients, so as professional jargon, has always been the foundation of the unbalanced relationship between them! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  13. 13. Cultural Singularity
 
 «A phase of human evolution, where the convergence of apparently unrelated knowledge fields, generate a abrupt evolutionary discontinuity between previous and following believing, behaviors and boundaries.»
 
 (F. Scala, 2013) ! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  14. 14. Today’s Design exercise! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  15. 15. 01 © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  16. 16. 02 © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  17. 17. 03 © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  18. 18. 04 © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  19. 19. Crowdsourcing! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  20. 20. The Infinite Monkey Theorem! ! A monkey hitting keys at random on a typewriter keyboard for an infinite amount of time will almost surely type a given text, such as the complete works of William Shakespeare.! ! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  21. 21. A question:! ! What does it happen when the monkey is self-aware, selfdisciplined and it is guided by an inner sense of purpose? ! ! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  22. 22. Crowdsourcing
 
 «The use of crowd, without any formal or hierarchical
 coordination structure among its members, for
 performing a certain scope, in order to pursue which, an exceptional amount of resources would be necessary; where “exceptional amount of resources” means a quantity of time, money, personnel or skill, and their combinations, which would exceed the capabilities of any formal organization.»
 
 ! ! ! ! ! ! ! ! ! !(F. Scala, 2013)! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  23. 23. Old Style: ! Encyclopaedia Britannica! ! •  32.000 articles! •  1 language (English)! •  6.224th website worldwide! •  Limited to English readers worldwide! •  Limited to the ones who can buy it!!!! •  4000+ contributors, including 110 Nobel laureates! ! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  24. 24. Wikipedia: ! •  •  •  •  •  the Total Encyclopaedia! ! 30 million articles! 287 languages! 6th most visited website worldwide! 365 million readers worldwide! FREE FOR EVERYONE!!!! •  A 2005 investigation in Nature showed that accuracy rate of science articles in Wikipedia is comparable to Encyclopaedia Britannica! ! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  25. 25. WMF: ! Behind Wikipedia! ! •  142 staff people! •  Simple technology (wiki)! •  Living on individual donations year on year! Wikipedia is done by 350.000 ! UNPAID VOLUNTEERS! ! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  26. 26. Collaborative 
 Knowledge Law (Scala’s Law) 
 
 «Given a collaborative knowledge-building task of any dimension, the quantity of time and monetary resources necessary for completion is inversely proportional to the number of contributors and their individual specific skills level; while the quality of final outcome is directly proportional to this number and skills set.»
 
 ! ! ! ! ! ! ! ! ! !(F. Scala, 2013)! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  27. 27. Big Data! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  28. 28. Big Data definition
 
 «Big data is the term for a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications. The challenges include capture, curation, storage, search, sharing, transfer, analysis, and visualization.»! Source: Wikipedia © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  29. 29. Big Data landscape
 
 «Enabled by the cost reductions in sensor technology, mobile connectivity, and battery
 life, and thanks to cloud computing – a remote service that collects and crunches the data – people are re-writing their own knowledge and, with it, a perception of today’s reality. We should bear in mind that machines are more numerous than their human counterparts»
 
 ! ! ! ! ! ! ! ! !(L. Agrò, 2013)! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  30. 30. Big Data consequences
 
 «The day in which we will produce more content in a single day, than the rest of human history, is near at hand. However, currently the amount of data produced by humans is very much less than the data produced by machines»
 
 ! ! ! ! ! ! ! ! !(L. Agrò, 2013)! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  31. 31. Once upon a time:! The medical record! ! •  The unique document describing our health history.! •  A very limited information agent, since it was static, noncontinuous, nonobjective! •  BUT anamnesis, medical decisions and epidemiology were based on it!! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  32. 32. Quantified Self! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  33. 33. Medical sensors meet mobile! ! •  Medical sensors have the capability to measure virtually any physical parameter! •  When integrated with simple mobile interfaces, they become a continuous monitoring tool! •  Under the condition of invisibility and passive data recording! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  34. 34. Medical Tricorder! ! •  Qualcomm XPrize is a award of USD 10 millions for the first one who will build a Medical Tricorder.! •  Peter H. Diamandis is positive they will assign the Prize in the next five years.! …do you think it is too soon?! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  35. 35. GE VScan! ! •  General Electric has invented, realized and commercialized a portable bioscan! •  It allows to! •  Despite the limitedness of its function to a single area, Vscan is the first example of how much we are near to Tricorder ! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  36. 36. Connecting dots! ! When individual sensors are crowdsourced, and their data collected, analyzed, clustered and displayed in a form understandable by the individual cultural level (doctor, caregiver, patient), they can generate a singularity in our understanding of healthcare! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  37. 37. Cultural singularity: prototypes! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  38. 38. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  39. 39. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  40. 40. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  41. 41. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  42. 42. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  43. 43. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  44. 44. I’m a UX expert: what can I do?! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  45. 45. People are ! Diffident Apes! ! •  Very few innovators conceive new things! •  Only a few pioneers adopt them! •  Only later a wider majority adopt them! •  Laggards use them only when they are common! …only when ! UX is good!!! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  46. 46. People are ! Lazy Apes! ! •  Energy conservation is one of the pillars of Nature! •  Average humans don’t like to painfully learn how to use a new technology: having benefits without effort is just ok! •  The optimal design is the one which produces visible results while remaining invisible! (I’m talking about you, Google Glass)! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  47. 47. Patients are Preoccupied Apes! ! •  Need for reassurance! •  Need for guidance! •  Need for simple words! •  Need for simple UX! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  48. 48. Bad Design Examples! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  49. 49. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  50. 50. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  51. 51. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  52. 52. UX experts’ role in this cultural singularity
 
 «UX experts can be the catalyzing factor of current cultural singularity in healthcare. 
 This can happen if they act as a semantic bridge between knowledge users and knowledge owners.
 The result of this effort has to be the invisible embedding of the massive crowdsourced data capturing, analysis, representation and utilization process in the very texture of our lives.»
 
 ! ! ! ! ! ! ! ! ! !(F. Scala, 2013)! © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  53. 53. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  54. 54. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  55. 55. © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!
  56. 56. Ferdinando Scala Pro @fscalapro ferdinandoscala White Paper available on www.razorfishhealthware.com © 2012 Razorfish Healthware. All rights reserved. Confidential and proprietary.!

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