How to care ? (Medlove - Berlin, November 23, 2012)

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People-centered innovation methods and strategies are entering every area of orgnaizational design these days. In healthcare, practices like service design & user experience design can help to improve the experience & the efficiency in a traditionnaly highly regulated environment that almost enterely relied on inside-out thinking and governance until recently. Paradoxcially enough, healthcare is an area of practice where the 'human' is central to everything.

We will show how these practices can help to improve healthcare and propose a topology of areas where UX & SD methods can be used, illustrated by some examples.

Published in: Health & Medicine

How to care ? (Medlove - Berlin, November 23, 2012)

  1. 1. blblal   How  to  care  ?  By  Sylvain  Co3ong   www.caretodesign.com  @sly   @CareToDesign  
  2. 2. Why  are  we  talking  about   UX  &  Service  Design  in   healthcare  now  ?  
  3. 3. Design  Thinking  and  Human  Centered  InnovaEon  are  entering  every  area  of  organizaEonal  design  to  tackle  new  complex  problems  in  a  globalized  &  technicized  world  where  old  models  don’t  work  anymore.  
  4. 4. And  healthcare  doesn’t  escape  this   global  evoluEon,  on  the  contrary.  
  5. 5. Healthcare  is  tradiEonnaly    a  very  top  down  &  inside-­‐out  organized  system  although  the  ‘human’  is  at  the  very  center  of  it  !  
  6. 6. The  reasons  are  mulEple    ª Complex  system  controlled  by  bureaucrats    ª Many  compeEng  interests  and  corporaEsms:          -­‐  physicians        -­‐  health  industry        -­‐  pharmaceuEcal  industry        -­‐  poliEcal  moraliEes  &  differences      -­‐  insurance  companies      -­‐  many  different  lobby  &  interest  groups  
  7. 7. Specific  challenges  in  healthcare  ª constant  increase  in  chronic  (and  mental)  deaseases  ª worldwide,  a  growing  middle  class  having  access  to  healthcare  ª aging  populaEon  that  has  less  money  &  less  people  to  take   care  of  them  ª changing  lifestyles  ª many  inefficient  &  non-­‐human  centerd  processes  ª different  regulaEons  in  every  country  ª decrease  in  health  keeping  behavior  ª rapidly  rising  costs  vs.  shrinking  budgets  ª how  to  keep  paEents  away  from  expensive  specialits  as  long   as  possible?  ª complex  &  expensive  technology  with  short  lifecycles  ª siloed  structure  (ex:  hospitals  as  monoliths  with  their  own   silos)  
  8. 8. Design  methodologies  have  a  lot  to  offer  here:    ª making  things  more  human  in  general  ª making  processes  more  efficient  ª acEvely  engaging  people  in  their  health  management  &  moEvate  them   for  prevenEon  behavior  ª fundamentally  quesEon  and  redesign  many  old  processes  &  principles  ª doing  more  with  less  ª through  be3er  &  more  human  experiences,  acceleraEon  of  illness   recovery  processes  ª designing  the  ‘right’  services  &  processes  that  are  really  needed  ª use  technology  for  social  &  process  innovaEon  ª taking  a  step  backwards  and  asking  the  “why”  quesEons  ª foster  a  different  type  of  collaboraEon  between  actors  ª etc    
  9. 9. ª  but  the  healthcare  sector  is  very  resistant  to   change    ª  on  the  other  hand,    networked  &   crowdsourced  communiEes  put  new  pressure   for  change  on  the  healthcare  bureaucracy    ª  and  healthcare  bureaucracy  feels  the   pressure  itself  due  to  the  menEoned   challenges  from  externaliEes  
  10. 10. The  design  thinking  process  Source:  h3p://dschool.stanford.edu/  
  11. 11. User  Experience  Design  Source:  h3p://www.jjg.net/elements/pdf/elements.pdf  
  12. 12. Source:  h3p://semanEcstudios.com/publicaEons/semanEcs/000029.php  
  13. 13. 5  principles  of  Service  Design  •  User  centered     Services  should  be  experienced  through  the  customer’s  eye.  •  Co-­‐creaEve   All  stakeholders  should  be  included  in  the  service  design  process  •  Sequencing   The  service  should  be  visualized  as  a  sequence  of  interrelated  acEons.  •  Evidencing   Intangible  services  should  be  visualized  in  terms  of  physical  arEfacts.  •  HolisEc   The  enEre  environment  of  a  service  should  be  considered.   Source:  h3p://thisisservicedesignthinking.com/  
  14. 14. Source:  h3p://servicedesigntools.org/about  
  15. 15. Source:  h3p://www.servicedesigntools.org/  
  16. 16. Source:  h3p://www.slideshare.net/pecus/experience-­‐is-­‐the-­‐new-­‐product  
  17. 17. Source:  h3p://www.slideshare.net/pecus/experience-­‐is-­‐the-­‐new-­‐product  
  18. 18. Systems  thinking  is  the   process  of  understanding  how   things  influence  one  another   within  a  whole.  Source:  h3p://apintalisayon.wordpress.com/category/double-­‐loop-­‐learning/   Value  demand  vs.  Failure  demand  
  19. 19. Some  economic  aspects  
  20. 20. Source:  h3p://www.slideshare.net/pecus/experience-­‐is-­‐the-­‐new-­‐product  
  21. 21. What  does  that  mean  for  value  creaEon  ?    ª  FuncEonal  value    ª  EmoEonal  value  ª  Contextual  value  
  22. 22. Some  areas  of  applicaEon  
  23. 23. Hospital  processes  &  experiences  
  24. 24. Source:    h3p://www.slideshare.net/MindLabDK/how-­‐public-­‐design-­‐engaging-­‐people-­‐through-­‐design  
  25. 25. Source:    h3p://www.slideshare.net/MindLabDK/how-­‐public-­‐design-­‐engaging-­‐people-­‐through-­‐design  
  26. 26. Using  service  design  tools  for  emergency  room  experience  (re)design    (not  yet  done  here...)  Source:  emergency-­‐room-­‐nurse.blogspot.com      
  27. 27. h3p://kipworks.com/upmc_holisEcbook.pdf  
  28. 28. QuanEfied  self  
  29. 29. GamificaEon  
  30. 30. Gamificaon:  Using  game  mechanics  in  social  applicaEons  to  increase  engagement,  loyalty  &  moEvaEon  to  reach  a  target.  
  31. 31. GamificaEon,  just  like  social,  will  start  to  weave  into  everything:     ª Media   ª Health  Care   ª EducaEon   ª Shopping   ª CreaEon   ª CollaboraEon   ª etc  
  32. 32. MoEvaEonal  design   GamificaEon  is  form  of  moEvaEonal  design:     ª “MoEvaEonal  design  refers  to  the  process  of   arranging  resources  and  procedures  to  bring   about  changes  in  moEvaEon.  MoEvaEonal  design   can  be  applied  to  improving  students’  moEvaEon   to  learn,  employees’  moEvaEon  to  work,  the   development  of  specific  moEvaEonal   characterisEcs  in  individuals,  and  to  improving   peoples’  skills  in  self-­‐  moEvaEon.”    Source:  h3p://www.arcsmodel.com/pdf/MoEvaEonal%20Design%20Rev%20060620.pdf  
  33. 33. Source:  h3p://www.3sat.de/page/?source=/nano/technik/165752/index.html  
  34. 34. mHealth  
  35. 35. Source:  h3p://www.qualcomm.com/sites/default/files/common/qua_eu_infographic.jpg  
  36. 36. Source:  h3p://www.qualcomm.com/sites/default/files/common/qua_eu_infographic.jpg  
  37. 37. Source:  h3p://www.qualcomm.com/sites/default/files/common/qua_eu_infographic.jpg  
  38. 38. Telecare  &  telemonitoring  
  39. 39. Source:  h3p://www.vitality.net/  
  40. 40. It’s  not  about  technology.  
  41. 41. Source:  h3p://www.ideo.com/by-­‐ideo/design-­‐thinking-­‐for-­‐social-­‐innovaEon-­‐in-­‐stanford-­‐social-­‐innovaEon-­‐review  
  42. 42. Design  has  a  massive  potenEal  to  transform:   We  need  it  in  all  aspects  of  health  care   services.  Source:    h3p://www.slideshare.net/MindLabDK/how-­‐public-­‐design-­‐engaging-­‐people-­‐through-­‐design  
  43. 43. There  is  a  need  for  skill  development    for    healthcare  professionals  :      ª  ObservaEon  ª  Filming  ª  Mapping  experiences  ª  Prototyping  ª  Confidence  to  co-­‐design  ª  Human  centered  innovaEon  
  44. 44. h3p://www.caretodesign.com/  
  45. 45. Health  Innovators  Network  (HIN)  connects  people  interested  in  healthcare  innovaEon  and  healthcare  service  design.    CARE  TO  DESIGN  is  the  iniEator  of  the  Health  Innovators  Network  (HIN)          
  46. 46. HIN  aims  to  inspire,  to  share  knowledge  between  its  members  and  iniEates  projects  that  improve  innovaEon  capabiliEes  of  healthcare  insEtuEons.  
  47. 47. The  network  consists  of  professionals  from  different  disciplines  who  further  build  on  a  common  roadmap.      A  design  approach  (learning  by  doing)  is  at  the  core  of  all  acEviEes.            
  48. 48. Join  us  on  Facebook:  www.facebook.com/healthinnovatorsnetwork  Or  on  Twi3er:  twi3er.com/4_be3er_health  
  49. 49. blblal   Thank  you  for  your   a3enEon  !  By  Sylvain  Co3ong   www.caretodesign.com  Twi3er:  @sly   Twi3er:  @CareToDesign  

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