Invited lecture for the Joint conference of the International Society for Medical and Technology & the Design of Medical Devices Europe

1. People-centric &
Integrated Design
Inspiration for the Medical
Context
Joint Conference of the international Society for Medical
Innovation and Technology and the Design of Medical Devices
Jaap Daalhuizen
Technical University of Denmark - 5th of October, 2016

2. MSc. in Industrial Design Engineering
PhD. In Design Theory & Methodology
Assist. Prof. at Technical University of Denmark
• Product Development Process & Methods
• Agile Product Development
Editor of the Delft Design Guide
Developer of the Delft Design Approach MOOC
My background: Design & Innovation Management

3. My goal today
Show key trends from Design relevant for medical context
Inspire with emerging methods from field of design
Why is this relevant?
Technological innovations need to fit a complex economic &
social environment (strong value proposition)
All too often, innovation is tackled with the same methods,
with little regard to the goal, purpose & context
// Aim for today
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

4. My goal today// Human-Centred Design
“An approach that puts human needs, capabilities, and behaviors first,
then designs to accommodate those needs, capabilities and ways of
behaving” (Norman, 2013, p. 8)
Adopted from Kembell, 2009Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

5. An integrated process: a process that deliberately integrates necessary disciplines
The use of methodsThe core of Design ThinkingThe use of methodsThe core of Design Thinking// Integrated process
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

6. Key trends from
Design Innovation

7. The use of methodsThe core of Design ThinkingThe use of methodsThe core of Design Thinking
• Increasing complexity of propositions (ecosystems of
products & services)
• Increasing need to integrate hardware, software, electronics
• Need to embed complex systems in a dynamic environment
• Rise of empowered consumers (democratization, social
media & online communities)
• Increasing need to collaborate across disciplines and
organizational boundaries
• Increasing need to be fast, and flexible with PD
• Demand for evidence-based design
// A changing context
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

8. Emerging methods
To tackle new trends &
context

9. My goal today// Multi-stakeholder experience mapping
A visual representation of multiple people’s behaviors and
interactions with complex systems over time, delivering a set
of existing or envisioned insights for innovation.
• Provides a holistic perspective on the entire stakeholder
experience
• Allows a multitude of experts to contribute early
• Feeds a people centric marketing and innovation culture
• Facilitates multi-disciplinary team collaboration
Philips Design, 2012
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

10. My goal today// Example: MRI scanning
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

11. My goal today// Example: MRI scanning

12. Sense of control
What will happen?
What am I suffering from?
Noisy procedure
Cluttered/dark room
Image quality
Patient must lie still
+/- 30 minutes
Narrow tube
Anxiety
distracted
panic
Crowded during prep.
Alienating, technical
context
// Understanding people’s behaviors & concerns
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

13. Why a MOOC at IDE?
Patient Journey
Mapping activities, touchpoints, experiences
from 1st diagnosis to treatment to returning
home.
Multi-stakeholder, contextual insights
• Patient & relatives, specialist, technician,
nurse, doctor, etc.
• Workflows, environments
System’s perspective
• Touchpoints: product & service
• Co-creative, multidisciplinary
// Mapping people’s experiences
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

14. Less anxiety
Better compliance
Higher imaging quality
Faster throughput
More satisfied staff
Better patient experience
Better Value Proposition
Courtesy of Philips DesignJaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

15. My goal today// What, How & Why?
What?
A method that supports interdisciplinary teams and their
stakeholders to map out people’s behaviors, experiences when
interacting with a complex system over time
How?
By providing a theoretical framework and tools to break-down and
structure those interactions in a collaborative setting. By
visualizing complex system interactions that allow expert
involvement
Why?
To help teams synthesize an overview of people’s interactions with
complex systems, integrating multiple perspectives. To identify &
evaluate integrated opportunities for innovation.
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

16. Agile Development in the
Manufacturing industry
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

17. My goal today// Manufacturing industry is experimenting

18. Stage-Gate is reaching (some of) its limits:
?
• Too long project turnaround time (delays at handovers)
• Unworkable specifications (due to early freeze)
• Poorly validated Value Propositions during development
• Integrating the parallel development of hardware, software, services
• Limited tools for project governance/monitoring
• Limited opportunity to learn during the project (co-evolution)
Promise of Scrum:
• Enable disciplines to interact right from the start
• Leave room for new insights during project
• Eliminate intermediate deliverables as much as possible
• Faster development
• Continuous testing of Value Proposition with Product owner
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

19. My goal todayAgile Manifesto
“Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan”
“That is, while there is value in the items on
the right, we value the items on the left more.”
Beck, Beedle, Bennekum, Cockburn, Cunningham, Fowler, Grenning, Highsmith, Hunt,
Jeffries, Kern, Marick, Martin, Mellor, Schwaber, Sutherland &Thomas (2012)Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

20. My goal todayAgile method: SCRUM
An iterative, open-ended process with bottom-up stance
Customer/user insight drives process
Team has most responsibility
Holistic, team-oriented
Traditionally used in software industry
Focused on flexibility, responding to change, self-organization
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

21. My goal todayAgile vs. Stage-Gate
A relay race
vs.
The rugby approach
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

22. My goal todayAgile vs. Stage-Gate
fixed scope (+feature creep)
& flexible resources
Versus
flexible Scope &
timeboxingJaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

23. My goal todayWhen is agile being integrated?
Company A
Company B
Company C
Company D
Sprints across gates
Sprints across gates
Sprints across gates
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

24. My goal todaySetting requirements
Company A
Company B
Company C
Company D
In agile, freeze at end
80% before, 20% agile
In agile, hardware req.’s postponed
0% in agile
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

25. My goal today// What, How & Why?
What?
A project management method that optimizes
(interdisciplinary) collaboration and forced fast cycles
of learning
How?
By providing a structure and tools for managing a
project with a focus on delivering results and within
time, without the need to fully plan a project in detail
Why?
To help teams deliver valuable results to clients in a
timely manner. To allow for learning to happen during
projects. Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

26. My goal today
How design can shape, or be used to influence (habitual, undesired)
human behavior.
Many medical procedures require certain behaviors (e.g. compliance to
protocol, medicine regimes, etc.), in stressful situations.
Many medical problems can be prevented or postponed when specific
behavior is changed (e.g. active living, rehabilitation regimes)
// Design for Behavior Change
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

27. My goal today
Improving & future proofing elderly care in Denmark
Example:
The Philips GoSafe invites elderly to remain physically and socially active without
the fear being left alone when an accident happens. This allows elderly to live
independently longer
// Design for Behavior Change
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

28. My goal today// What, How & Why?
What?
An evidence based approach to change people’s
behavior through design
How?
By integrating psychology literature and design
methods to create artefacts that nudge, persuade,
influence into changing their behavior naturally
Why?
To tackle hard to change behaviors in areas like
(preventive) health, citizen behavior, crime with an
evidence-based approach (vs. policies, regimes,
advertisement) Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

29. My goal today// A chance to learn about Design: Delft MOOC
Jaap Daalhuizen - Technical University of Denmark - 5th of October, 2016

30. Thank you
Jaap Daalhuizen
jaada@dtu.dk
:-)
“We shape our
tools,
and thereafter
our tools shape
us”
John Culkin