A Hands-on Workshop Exploring Human Centered Design

1. Human Centred Design
(a taste in 45 minutes)
Darren Menachemson
@thinkplace and @tpfoundation

2. Desirable Viable
Possible
Powerful
design

5. I got sick.

7. Cab
dropped me
here
Entrance
My hospital experience

8. Triage Admission DispensaryTreatment

9. Another story about
being sick

10. Where was the
breakdown?

11. vaccination
Patient
Life event
Health
system
pregnancy
Globally, healthcare
consumers interact with
public systems.
But they are more complex
than their interactions with
public systems.
And public systems are
more complex than their
interactions with us. Person

13. Design thinking and human
centred design recognises
this complexity, and works
to embrace it in the design
of public health
interventions.

14. Widening the scope
for intervention
The urban planning
system
The social protection
system
The employment system

15. The ingredients of public cartography
Persona System Interaction Life journey

16. We are going to map the journey and
pathway of someone getting the flu.

17. Personas
= Character + Cohort
A fictitious but realistic
person, with a name, age,
and characteristics
Belongs to a cohort.
A population with
relevantly similar
demographics,
behaviours, histories

19. Persona Template
Character name:
Sketch
Indicative quote
Cohort name:
Relevant demographics
(social/economic/ location/
education/risk factors/etc)
Relevant behaviours/beliefs/
motivations/demotivation's
Age:
Location:
Some relevant characteristics about their:
Social/family/economic situation
Health/welfare
Needs and preferences
Irritants and pain points“
Sally Jones
Just thinking
about flying makes
me feel sick. And I
fly a lot!
32
Brisbane
• Married, parents live interstate
• $58,000 annual salary
• Adult educator
• Severe flying phobia
• Regular use of medication and
alcohol pre- and in-flight
• Must travel – work, frail parent
• Prefers larger planes
• Wants in-cabin reassurance
• Uncertainty about noises/shudders
• Hard to learn plane type when
booking flight
• People don’t understand fear
intensity
Frequently fearful flyers
• Educated, professionals
• Live in urban centres
• May use scheduled medication
frequently/inappropriately
• Planes are unsafe
• My phobia is untreatable
• I want to – and need to – be
able to fly

20. 1. Know the focussing questions first
2. Open questions
3. Use silence and neutral encouragement
4. Avoid “why”
5. Follow the white rabbit
6. Avoid leading questions or gestures
7. Ask for stories
8. Quotes: the users’ voice is powerful
9. No harm: respect, privacy, safety

21. Persona Template
Character name:
Sketch
Indicative quote
Cohort name:
Relevant demographics
(social/economic/ location/
education/risk factors/etc)
Relevant behaviours/beliefs/
motivations/demotivation's
Age:
Location:
Some relevant characteristics about their:
Social/family/economic situation
Health/welfare
Needs and preferences
Irritants and pain points“
Sally Jones
Just thinking
about flying makes
me feel sick. And I
fly a lot!
32
Brisbane
• Married, parents live interstate
• $58,000 annual salary
• Adult educator
• Severe flying phobia
• Regular use of medication and
alcohol pre- and in-flight
• Must travel – work, frail parent
• Prefers larger planes
• Wants in-cabin reassurance
• Uncertainty about noises/shudders
• Hard to learn plane type when
booking flight
• People don’t understand fear
intensity
Frequently fearful flyers
• Educated, professionals
• Live in urban centres
• May use scheduled medication
frequently/inappropriately
• Planes are unsafe
• My phobia is untreatable
• I want to – and need to – be
able to fly
Try it: Get into pairs or threes, and
complete the “flu” Persona Template.

22. Interactions
= high-level sequence describing touchpoints
with the (in this case, health) system, from
trigger to terminus.

23. User Pathway
Template
Trigger:
Step 1:
What happens
Step 2:
What happens What happens
Needs/preferences
Pain points
Response:
“I…
Step 3:
Step 4:
What happens
Needs/preferences
Pain points
Response:
“I…
What happens
Needs/preferences
Pain points
Response:
“I…
Need
to fly Book
flight Dread
Check in/
board
Fly
Needs/preferences
Pain points
Response:
“I…feel like my
flight experience is
beyond my
control.
Work
requirement
requires day-trip
to Sydney.
Try to escape
commitment, then
book flight. Organise
anti-anxiety
prescription.
• Find a big plane.
• Book a seat near the wings.
• Get moral support
• Can’t pre-book seating
• Can’t determine plane type
• People don’t sympathise
1
1
Filter by
plane type
for
registered
users?
Try it: in your groups, complete the
“Flu” User Pathway template.

24. Life journeys
= extension of the user pathways to relevant
moments in a persons life beyond the system
being changed.

25. Life journeys
= extension of the user pathways to relevant
moments in a persons life beyond the system
being changed.

26. Journey Maps
Life event:
What happens
Needs/preferences
Pain points
Response:
“I…
Life event:
What happens
Needs/preferences
Pain points
Response:
“I…
(Pathway)
Take first
flight
Get a GP
checkup

27. Then, you can start to
think about the system.

28. 5 things you can do to use these
techniques in your programmes
or design efforts.

29. 1. Design ethnography – explore the
communities you are trying to impact,
directly – go for narrative and empathy

30. 2. Build trusted connectivity – find ways of
getting people to open up – from local
translators sourced from the community,
village elder engagement, research settings)

31. 3. Don’t start with the pathway – start
with the life journey – look beyond the
health issue to the subtle and influential
moments, beliefs and relationships that offer
new intervention points

32. 4. Co-design and ideate – Get a room full
of people with health knowledge, cultural
knowledge, logistical knowledge etc, tell
them what you’ve learnt, and IDEATE.

33. 5. Start with the current and future
human experience - user pathways and
journey maps effectively become the
overarching design, and the system is
mobilised to deliver it.

34. Desire Path

35. Thank you.
Darren and ThinkPlace tweet @thinkplace and @tpfoundation

36. Persona Template
Character name:
Sketch
Indicative quote
Cohort name:
Relevant demographics
(social/economic/ location/
education/risk factors/etc)
Relevant behaviours/beliefs/
motivations/demotivation's
Age:
Location:
Some relevant characteristics about their:
Social/family/economic situation
Health/welfare
Needs and preferences
Irritants and pain points“

37. User Pathway
Template
Trigger:
Step 1:
What happens
Step 2:
What happens
Needs/preferences
Pain points
Response:
“I…
What happens
Needs/preferences
Pain points
Response:
“I…
Step 3:
Step 4:
What happens
Needs/preferences
Pain points
Response:
“I…
What happens
Needs/preferences
Pain points
Response:
“I…