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Using personas in redesign

Some slides that Helen Bevan put together on using personas for friends on Twitter

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Using personas in redesign

  1. 1. NHS England and NHS Improvement Using PERSONAS in redesign for people who use services and/or people who work in services
  2. 2. A growing interest globally in the concept of “mass customisation” for health and care Combining the personalisation and flexibility of individualised services and taking it to a level of scale to cover a mass population People don’t want more choice; they want what they want, where, when and how they want it (Irma Jason) Source of image: Syahibudil Ikhwan Abdul Kudus
  3. 3. In co-creating new service designs, we want to take a view from both the balcony and the dancefloor From the balcony: • Identify the starting point and inequalities in the health of the population • See the big picture of the health and care system • Identify the aspects that will make a difference to the majority of people From the dancefloor: • Step into the shoes of individual people • Understand the service from the perspective of their lives • Make sure that the service addresses “what matters to me” Personas are a powerful methodology from Design Science for getting the view from the dancefloor Balcony and dancefloor framework from Ronald Heifetz
  4. 4. 4 | Why we need personas A 19 year old university student will have very different needs from a health and care system to an 80 year old retired person • Often we are seeking to design or enhance a service for a lot of different people. How can we ensure that the service design brings benefits for all of them? • We can do that by segmenting people: thinking about different kinds of people and their needs/wants and making sure that the service design addresses them:
  5. 5. “A practical alternative, widely used in other industries, is to stratify the customer population into groups that are sufficiently homogenous to enable arranging a set of commonly needed supports and services to meet their expected needs.” - Joanne Lynn 5 How? (more basically) patient/service user segmentation Source: Lynn J et al. (2007). Using population segmentation to provide better health care for all: the “Bridges to Health” model. Milbank Q. Source: IHI
  6. 6. We already segment based on patients’ clinical characteristics; population health starts with segmentation 1. More holistic segmentation delves into not only the 2-dimensional view of patients (clinical/demographic), but rather multi-dimensional view (who these patients are, not just what problems they present with) 2. How do we get this more holistic view? Psychograhics 6 We need holistic segmentation (not just clinical) Source: The IHI
  7. 7. Is about someone’s values, attitudes, personalities, and lifestyles, and are the key to understanding their priorities and motivations. B. Walker. “Two cutting-edge ways to use psychographic segmentation in healthcare.” Patientbond 2016. 7 Psychographics Source: the IHI Typically, we segment people by demographics. We also want to segment people by psychographics and other factors
  8. 8. 8 Personas come from holistic segmentation based on multiple factors Protected characteristics & inequalities • Disability • Gender identity • Sexual orientation • Literacy level • Care for family member • Health inequalities Source: Helen Bevan
  9. 9. Independent and committed Worried and committed Traditional and not worried Vulnerable and worried Psychographic segmentation from the Swedish Association of Local Authorities and Regions @helenbevan #SirPeterCarr
  10. 10. Depending on the situation and the need - we make the decicion together on what suits me and the situation best! Segmenting by psychographic charactertistics Independent and committed Worried and committed Traditional and not worried Vulnerable and worried Before During After Make an appointment virtually Consulting Waiting list Called up Self check Reception Your own contact person Waiting room host Reading a journal Video meeting Letter Calls Source:Swedish Association of Local Authorities and Regions
  11. 11. Creating personas What do we want to achieve in developing personas? • Stand in the shoes of the people that our service redesign is aimed at, to make sure it is relatable and relevant • Segmentation: create relevant attributes of some typical people • Make the service design fit for the purpose of the people it is aimed at; ‘alive’ not just words on a page or another policy Work with a wide range of participants
  12. 12. The most famous persona in the world of improvement: Esther Esther is not a real person, but her story has led to impressive improvements in how people flow through the complex network of providers and care settings in Sweden Esther has inspired thousands of people to improve the health and care system all over the world
  13. 13. Esther is a persona A persona is a characterisation that helps focus problem solving and design. The best persona incorporate real experience that identifies key themes based on qualitative user research, quantitative data and discussion. The result should be someone people feel they can identify with. To learn more about Esther: es/2018-09/1901_Gray_Esther_case_study_v3.pdf
  14. 14. Personas are archetypes, not stereotypes • An archetype refers to a generic version of a person and is neutral • A stereotype refers to the attributes that people think characterise a group • A stereotype has little to do with the individual, and so mostly tries to characterise them based on group affiliation or association, i.e., inferred characteristics • With a persona, you're describing relevant attributes of some typical people, not inferring attributes based on some group affiliation or prejudice. Hence, a persona is better described as an archetype
  15. 15. The problem with stereotypes is not that they are untrue, but that they are incomplete. They make one story become the only story. Chimamanda Ngozi Adichie “
  16. 16. Using personas in service redesign • Personas are fictional characters based upon qualitative user research, quantitative data, practical experience, knowledge and discussion • Personas can help us to help us understand the needs, experiences, behaviours and goals of people who will use our services • Personas help us recognise that different people have different needs and expectations and that there is no “one size fits all” The personas are not meant to be representative but reflective, based on relevant attributes of typical people • Personas are not a final product; they should continue to evolve as more people discuss them and the design process progresses
  17. 17. What to do next with personas • The backgrounds, skills, priorities and goals of these personas have been created as key points of reference for the design process • We should utilise the personas to test the design as it evolves. We should stand in the shoes of these personas and view it from their perspective: “What would Deirdre from Dudley think about this proposal?” These are some example questions to ask: • Will the design make a difference for the majority of our NHS people? • How will it help them achieve their goals and dreams? • What might we need to add to the design to be impactful for more of these people? • How will we make sure that the design reaches all of these people • Will the design create unintended consequences ? • We can use the personas at every stage to come, from design to implementation planning • Personas are most powerful when they are brought into the heart of the design process and they are used in frequent conversation and discussion