This document is a presentation about designing for emotions in healthcare. It discusses how patients and caregivers are emotional beings and experience a range of emotions throughout their healthcare journey. It advocates using emotional design principles like eliciting frequent feedback, understanding the emotional experience through tools like journey mapping, and focusing on solving the problems that cause negative emotions. The presentation provides an example journey map of a patient named James dealing with a wrist injury to illustrate pain points and opportunities to improve the emotional experience. It concludes that focusing on the human and emotional aspects is key to the future of healthcare design.

1. Powered by
What’s Next:
Designing for the
Emotions of Healthcare

2. Welcome
Lauren Krabbe
Lead Experience Designer
Ogilvy
José Arteaga
Creative Digital Strategist
Ogilvy Consulting

3. Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

4. Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
Ogilvy staff: It’s also on
The Market!
themarket.ogilvy.com

5. Lauren Krabbe
Lead Experience Designer
Ogilvy
Experience design group
User experience and visual design,
research, digital strategy and digital
transformation

6. June 15, 2018
The current state
of healthcare
6

7. Informed customers
HIGH EXPECTATIONS

8. The holistic patient
HEALTHCARE
PROVIDERS NOW THINK
OF THE WHOLE PATIENT

9. Telehealth
HEALTHCARE
WHEREVER YOU ARE

10. Advanced
technology
STARTUP MENTALITY,
SHARED DATA AND
BLOCKCHAIN TECH

11. June 15, 2018
“Healthcare hasn’t yet seen its version of
Uber. But the signs are there: within the
next decade, Uber-like companies will
emerge.
11
- Stuart Karten, The Uberization of Healthcare

12. June 15, 2018
How do we put patients
and caregivers first?
12

13. Patients + Caregivers are people

17. June 15, 2018
If there is one trait common to all
humans, it is that we all emote.
17
- Aaron Walter, Designing for Emotion
“

18. Plutchik’s Wheel of Emotions

19. Maslowe’s hierarchy of needs
1
2
3
4
5 SELF-ACTUALIZATION
Morality, creativity, spontaneity, problem-solving, lack of prejudice, acceptance of facts
ESTEEM
Self-esteem, confidence, achievement, respect of others, respect by others
LOVE + BELONGING
Friendship, family, sexual intimacy
SAFETY
Security of body, employment, resources, family, health, property
PHYSIOLOGICAL
Breathing, food, water, sex, sleep, homeostasis, excretion

20. SELF-ACTUALIZATION
ESTEEM
LOVE + BELONGING3
4
5
Healthcare
Health insurance
Finance
1
2 SAFETY
PHYSIOLOGICAL
Survival-based needs

21. 1
2
Social media
eCommerce
Games
SAFETY
PHYSIOLOGICAL
3
4
5 SELF-ACTUALIZATION
ESTEEM
LOVE + BELONGING
Desire-based needs

22. June 15, 2018
How to use emotional
design to put patients and
caregivers first
22

23. Elicit feedback often
1

24. User Research

25. IPAD PHOTO
IPAD PIC

26. Understand the
emotional experience
2

27. June 15, 2018
Journey mapping
27

28. A visualization of the
process that a person goes
through in order to
accomplish a goal.

29. A visualization of the
process that a person goes
through in order to
accomplish a goal.
The customer’s emotional
experience, perceptions of
the experience and mental
model across touchpoint

30. A visualization of the
process that a person goes
through in order to
accomplish a goal.
The customer’s emotional
experience, perceptions of
the experience and mental
model across touchpoint
Illuminates pain points +
opportunities

31. Later that day Two weeks later One month later 3 hours laterThe next day
“I am so frustrated that I am left to
pay this large amount of money
with no help from my insurance
provider. I feel like they don’t care
about me. I don’t know if I have the
money to pay this bill!”
“I don’t trust my current health
insurance provider, I am excited
to enroll with a di erent provider.
I hope they treat me better.”
TOUCHPOINTS
ACTIONS
PAIN POINTS
QUANT DATA
EMOTIONS
PERSONA
1 3 54
James, 32
Goal
Reduce the number of calls to customer
service during the online find care journey
30%
45%Goal
Likelihood
to recommend
insurance
provider
*Based on the number of
customers that have the
ability to find care onlineRe-enroll rate
45%
65%Goal
James injures his wrist skiing. He is
not sure if he has broken any bones
and needs to see a specialist. One of
his friends refers him to Dr. Spencer.
James logs into his health insurance
account to check if Dr. Spencer is “on
his insurance” and to see how much
an o ce visit will cost. He is confused
because he sees that Dr. Spencer is
“in-network,” but an o ce visit will
still cost him around $300.
Members are confused by
insurance jargon and terminology.
2 It is di cult for members to nd
clear information on what a
deductible is and how it a ects
their "out-of-pocket" costs.
Jame is frustrated with how long
he waits for his appointment.
If members do not regularly
check their email, they may
easily miss important
communication and
documents.
Members are not noti ed or
alerted of the increased costs
when they are selecting care
from an "out-of-network"
provider.
6 There is no forgiveness or
amnesty for members who make
unintentional mistakes when
nding and selecting care.
James calls his insurance provider’s
customer service center and speaks
with a representative who explains
to him that under his current
insurance plan, he has to meet ther
$5000 deductible before his costs are
covered.
James attends his appointment
with Dr. Spencer, who writes an
order for James to have his wrist
x-rayed. Dr. Spencer provides a list
of imaging facilities to James.
James has his wrist x-rayed at
one of the facilities Dr. Spencer
recommends to him.
James visits Dr. Spencer's o ce,
where he hears that, his wrist is
only sprained, not broken. James’
wrist is stabilized with a brace.
James' insurance provider sends
him an email that includes the
Explanation of Bene ts of his
wrist x-ray. It is sent to an email
he rarely checks and James
never sees or opens it.
James receives a bill in the mail
from the imaging facility for $1500
for his wrist x-ray. He is angry and
confused as to why he is being
charged this much if he has health
insurance.
He calls the insurance provider’s
customer service center and speaks
with a representative who tells him
that the facility that conducted his
x-rays was “out-of-network,” which
is why he is responsible for paying
most of the costs.
During the next year's open
enrollment period, James
intentionally selects a competitor's
plan instead of his current provider.
+
–
30k
Page views
59CSAT
industry avg.
0:46 Avg. pg duration
20% Navigate to "Find Care"
10%Take an action
$78,300K
cost/mo
10K
calls/mo
7:50m
avg call time
$7.83
avg call cost
19m
avg wait in the US
Average satisfaction of
health plan customers.
59 CSAT
89Goal
$20,660K
cost/mo
2K
calls/mo
10:20m
avg call time
$10.33
avg call cost
The next day Six months laterA few days later
8%
Open rate
55m
avg wait time
55%Re-enrollment rate
45%
Drop o rate
“Ouch! My wrist really hurts, I am
bummed I won’t be able to ski
anymore this season.”
“ I am frustrated that I have to pay
so much money, for an o ce visit”
“Why am I being charged so much
money? I am shocked, frustrated
and confused.”
“At least my wrist isn’t broken. I
am relieved to know it will heal in
a few weeks.”
45CSAT
-15 below avg
30%bounce rate

32. Focus on solving the
right problems
3

33. Meet James

34. Later that day Two weeks later One month later 3 hours laterThe next day
“I am so frustrated that I am left to
pay this large amount of money
with no help from my insurance
provider. I feel like they don’t care
about me. I don’t know if I have the
money to pay this bill!”
“I don’t trust my current health
insurance provider, I am excited
to enroll with a di erent provider.
I hope they treat me better.”
TOUCHPOINTS
ACTIONS
PAIN POINTS
QUANT DATA
EMOTIONS
PERSONA
1 3 54
James, 32
Goal
Reduce the number of calls to customer
service during the online find care journey
30%
45%Goal
Likelihood
to recommend
insurance
provider
*Based on the number of
customers that have the
ability to find care onlineRe-enroll rate
45%
65%Goal
James injures his wrist skiing. He is
not sure if he has broken any bones
and needs to see a specialist. One of
his friends refers him to Dr. Spencer.
James logs into his health insurance
account to check if Dr. Spencer is “on
his insurance” and to see how much
an o ce visit will cost. He is confused
because he sees that Dr. Spencer is
“in-network,” but an o ce visit will
still cost him around $300.
Members are confused by
insurance jargon and terminology.
2 It is di cult for members to nd
clear information on what a
deductible is and how it a ects
their "out-of-pocket" costs.
Jame is frustrated with how long
he waits for his appointment.
If members do not regularly
check their email, they may
easily miss important
communication and
documents.
Members are not noti ed or
alerted of the increased costs
when they are selecting care
from an "out-of-network"
provider.
6 There is no forgiveness or
amnesty for members who make
unintentional mistakes when
nding and selecting care.
James calls his insurance provider’s
customer service center and speaks
with a representative who explains
to him that under his current
insurance plan, he has to meet ther
$5000 deductible before his costs are
covered.
James attends his appointment
with Dr. Spencer, who writes an
order for James to have his wrist
x-rayed. Dr. Spencer provides a list
of imaging facilities to James.
James has his wrist x-rayed at
one of the facilities Dr. Spencer
recommends to him.
James visits Dr. Spencer's o ce,
where he hears that, his wrist is
only sprained, not broken. James’
wrist is stabilized with a brace.
James' insurance provider sends
him an email that includes the
Explanation of Bene ts of his
wrist x-ray. It is sent to an email
he rarely checks and James
never sees or opens it.
James receives a bill in the mail
from the imaging facility for $1500
for his wrist x-ray. He is angry and
confused as to why he is being
charged this much if he has health
insurance.
He calls the insurance provider’s
customer service center and speaks
with a representative who tells him
that the facility that conducted his
x-rays was “out-of-network,” which
is why he is responsible for paying
most of the costs.
During the next year's open
enrollment period, James
intentionally selects a competitor's
plan instead of his current provider.
+
–
30k
Page views
59CSAT
industry avg.
0:46 Avg. pg duration
20% Navigate to "Find Care"
10%Take an action
$78,300K
cost/mo
10K
calls/mo
7:50m
avg call time
$7.83
avg call cost
19m
avg wait in the US
Average satisfaction of
health plan customers.
59 CSAT
89Goal
$20,660K
cost/mo
2K
calls/mo
10:20m
avg call time
$10.33
avg call cost
The next day Six months laterA few days later
8%
Open rate
55m
avg wait time
55%Re-enrollment rate
45%
Drop o rate
“Ouch! My wrist really hurts, I am
bummed I won’t be able to ski
anymore this season.”
“ I am frustrated that I have to pay
so much money, for an o ce visit”
“Why am I being charged so much
money? I am shocked, frustrated
and confused.”
“At least my wrist isn’t broken. I
am relieved to know it will heal in
a few weeks.”
45CSAT
-15 below avg
30%bounce rate

35. The next day
gs into his health insurance
o check if Dr. Spencer is “on
nce” and to see how much
visit will cost. He is confused
he sees that Dr. Spencer is
rk,” but an o ce visit will
him around $300.
James calls his insurance provider’s
customer service center and speaks
with a representative who explains
to him that under his current
insurance plan, he has to meet ther
$5000 deductible before his costs are
covered.
James attends his appointm
with Dr. Spencer, who write
order for James to have his
x-rayed. Dr. Spencer provid
of imaging facilities to Jam
A few days late

36. “I am so frustrated that I am left to
pay this large amount of money
with no help from my insurance
provider. I feel like they don’t care
about me. I don’t know if I have the
money to pay this bill!”
“Why am I being charged so much
money? I am shocked, frustrated
and confused.”

37. 1 3Members are confused by
insurance jargon and terminology.
2 It is di cult for members to nd
clear information on what a
deductible is and how it a ects
their "out-of-pocket" costs.
Jame is frustrated with how long
he waits for his appointment.
30k
Page views
59CSAT
industry avg.
20% Navigate to "Find Care"
10%Take an action
$78,300K
cost/mo
10K
calls/mo
7:50m
avg call time
$7.83
avg call cost
19m
avg wait in the US
55m
avg wait time

38. James
Design solutions
Deductible progress
Doctor Search
Estimates for cost of care
Changes made

39. Focus on solving the
right problems
3
Understand the
emotional experience
2
Elicit feedback often
1
Recap

41. June 15, 2018
The future is human
(centered)
41

42. Questions?
Lauren Krabbe
Lead Experience Designer
Ogilvy
José Arteaga
Creative Digital Strategist
Ogilvy Consulting
Have a project you’d like to discuss? Reach out!
Mike McFadden
EVP, Digital Transformation and Partnerships
mike.mcfadden@ogilvy.com

43. Thank you.