Healthcare systems claim to be acutely aware of the human condition and of people’s needs. But in their insistence on creating a system largely based on clinical research, and a passing empathy for user input, they have failed. Healthcare is not about an opportunity to change lives, it is about an obligation. And, changing behavior isn't about knowledge. It's about human consciousness; being fully aware of one’s own existence, sensations, thoughts, surroundings, and much more. Einstein said, "No problem can be solved from the same level of consciousness that created it." We have to radically alter the way we approach designing systems that are intended to improve the health and lives of the people we serve. This talk will focus on key insights you can use to change your state of consciousness, including: ■Understanding the critical importance of design and taking steps to make sure it has a central place at the table. ■Allowing intuition, exploration and behavioral psychology to inform the systems you design. ■Exploring the impact of motivational forces, both conscious and unconscious, on human behavior and attitudes – and designing systems that acknowledge these forces. When you leave this talk you will have some meaningful tools that will enable you to start addressing failed systems and create a new approach that will have real impact, and result in lasting behavior change.

1. CONSCIOUS
BY DESIGN @JOHNWEISS
By a show of hands, how many of you believe that the work you do within healthcare is an opportunity to change lives?
How many believe it's an obligation?
No matter how you answered, you are correct.

2. YA
NADENA
ROD
OUR ROLE IN
HEALTHCARE
It's an opportunity to help individuals live happier, and an obligation to help individuals live healthier.
For some, it can be a matter of life OR death.
For some, it's life.
For others, it's death.

3. Aliya was born just shy of four months early, and weighed in at 1lb 10oz.
ALIYA
Through many miracles, she made it home.
She turned two this past Friday, March 23rd, 2012.

4. Laila was born just shy of four months early, and weighed in at 1lb 10oz.
LAILA Cons ous
Co ciou B De g
Conscious By Design
Two weeks after her birth she developed a kidney infection, which would claim her life on April 23rd, 2010, one month to the day after her birth.

5. If she were alive today, she would look like this.
LAILA
These beautiful girls are not a scenario, or a persona. They are not a statistic. They are my sisters daughters. They are my nieces.

6. @ johnweiss
Conscious By Design 6
scious De i
I'm John Weiss, Executive Creative Director with WebMD Health Services.
I'm grateful for the chance to share some thoughts on the critical importance of being Conscious by Design.

7. LAILA Cons ous
Co ciou B De g
Conscious By Design
We don't know the cause of Laila's Kidney infection that led to her death. But we are painfully reminded of it's effect daily. We had no control over the outcome,
nor did the nurses and doctors.
It's okay to know that there are things outside of our control within healthcare. But they should stand as a reminder, to always be mindful of the things that we
can. We do know a lot of the causes of our broken healthcare system, and we can control aspects of a solution that can facilitate behavior change, impact
outcomes, and alter the effects.

8. BEHAVIOR CHANGE ≠
KNOWLEDGE
Conscious By Design 8
scious De i
Behavior change is not about knowledge.

9. IT’S ABOUT
HUMAN
CONSCIOUS
NESS
Conscious By Design 9
scious De i
It's about human consciousness.

10. con·scious·ness
noun
the state of being conscious;
awareness of one's own existence,
sensations, thoughts, surroundings,
and more...
Conscious By Design 10
scious De i
The key here is the “and more”. The term, Psychodynamics, refers to the aggregate of motivational forces, both conscious and unconscious, that determine
human behavior and attitudes.
That’s a wicked problem to solve when it comes to the human lives we’re trying to positively affect. But we need to start with our own consciousness before
addressing the consciousness of the humans we’re hoping to reach

11. No problem can
be solved from
the same level of
consciousness
that created it.
ALBERT EINSTEIN 11
1
Einstein said, "No problem can be solved from the same level of consciousness that created it."
We have to radically alter the way we approach designing systems that are intended to improve the health and lives of the humans we serve.
There are three areas in which to focus...

12. INCREASE OUR
CONSCIOUS
1
NESS OF
HUMANITY
Conscious By Design 12
scious De i
We have to increase our understanding of the Consciousness of Humanity.

13. CHANGE THE
CONSCIOUS
2 NESS OF
ORGANIZAT
IONS Conscious By Design 13
scious De i
We have to change the Consciousness of Organizations.

14. CREATE A BETTER
EXPERIENCE
3 OF HUMAN
CONSCIOUS
NESS Conscious By Design 14
scious De i
And we have to create a better Experience of Human Consciousness.

15. CONSCIOUS
BY DESIGN
Conscious By Design 15
e
I would like to propose a framework that I call "Conscious by Design" that addresses these three areas.

16. SIMON SINEK
GOLDEN
CIRCLE 16
6
It begins with an idea created by Simon Sinek, author of Start With Why, called the "Golden Circle".

17. WHAT HOW WHY
Conscious By Design 17
scious De i
At the core of everything you do should be, Why. Why do you do what you do?
Then, How. How do you do it?
And finally, What. What does it looks like?

18. WHAT HOW WHY
Conscious By Design 18
scious De i
Everyone in this room should be aligned on why we're involved in healthcare. To help people live healthier, happier lives.

19. DECISION
SUPPORT
GAM
GAME
DESIGN
DESI
WHAT HOW WHY
TINY
HABITS
Conscious By Design 19
scious De i
We may share beliefs on HOW to accomplish that… [game design, tiny habits, etc]

20. AMAZING
DESIGN
DECISION
SUPPORT
GAME
SOCIAL DESIGN
WHAT HOW WHY FUN
TINY
H
HABITS
MOBILE
Conscious By Design 20
scious De i
And WHAT the solutions look like. [beautiful user experience, fun, sustained use, healthy, etc]

21. WHAT HOW WHY
Conscious By Design 21
scious De i 15
But the goal of the "Conscious by Design" framework, is to ensure we are always conscious to keep the human at the center of everything we do.
So what does that look like?

22. Consciousness
of Humanity
WHAT HOW WHY
Consciousness
of Organizations
Experience
of Human
Consciousness
Conscious By Design 22
scious De i
e 15
The framework looks like this.
At the core of everything you do should the Consciousness of Humanity.
Then, the Consciousness of your Organization (or you individually).
And finally, the Experience of Human Consciousness. How will the thing you create affect human consciousness?
All three areas are needed to facilitate behavior change, but ...

23. Consciousness
of Humanity
WHAT HOW WHY
Consciousness
of Organizations
Experience
of Human
Consciousness
Conscious By Design 23
scious De i
e
I believe the Consciousness of Organizations is the critical component that we must focus on, as it learns from the Consciousness of Humanity, and influences
the Experience of Human Consciousness, which can ultimately facilitate behavior change.
But let’s start with the WHY; the Consciousness of Humanity.

24. Consciousness
Consciousness
of Humanity
of Humanity
WHAT HOW WHY
Consciousness
of Organizations
Experience
of Human
Consciousness
Conscious By Design 24
scious De i
e 15
Understanding the Consciousness of Humanity is not only important for us, but also for the humans we intend to serve.

25. COGNITIVE
Consciousness
Consciousness
of Humanity
of Humanity
WHAT HOW WHY
Consciousness
of Organizations
Experience
of Human
Consciousness
Conscious By Design 25
scious De i
Humans know why [cognitive] they need something...

26. BEHAVIORAL
COGNITIVE
Consciousness
Consciousness
of Humanity
of Humanity
WHAT HOW WHY
Consciousness
of Organizations
Experience
of Human
Consciousness
Conscious By Design 26
scious De i
And how they should achieve it [behavioral]...

27. EMOTIONAL
BEHAVIORAL
COGNITIVE
Consciousness
Consciousness
of Humanity
of Humanity
WHAT HOW WHY
Consciousness
of Organizations
Experience
of Human
Consciousness
Conscious By Design 27
scious De i 15
And what the results could be [emotional].
Each of these layers contain their own complex set of Psychodynamic barriers to the individual who needs, or wants, to change their behavior.

28. EMOTIONAL
BEHAVIORAL
COGNITIVE
Consciousness
Consciousness
of Humanity
of Humanity
WHAT HOW WHY
Consciousness
of Organizations
Experience
of Human
Consciousness
Conscious By Design 28
scious De i
But I believe our biggest chance of winning; of helping facilitate behavior change is by focusing on the HOW. On their actual behaviors.
We can use behavioral psychology to predict their conscious behaviors, and provide guidance into how to best design for them.
But they might have a hard time articulating the cognitive reasoning behind their decisions, or the emotions they feel, even though they are fully conscious of
them. However, their actual behaviors provide valuable insight into unconscious barriers and unmet needs, and provide the ability to move from awareness of
their barriers to empathy.

29. JOURNEY MAPS, PERSONAS, SCENARIOS, SURVEYS OBSERVATION, INSIGHTS, BEHAVIORS
AWARENESS EMPATHY
Conscious By D i n 15
scious Desig
[awareness: customer journey mapping, personas, scenarios, questions]
[empathy: observation, true insights into actual behaviors]
Data is no substitute for intimacy.

30. Content is king.
But context is
queen, and she
runs the
household.
GARY VAYNERCHUK 30
"Content is king. But context is queen, and she runs the household."
- Gary Vaynerchuk

31. Consciousness
of Humanity
WHAT HOW WHY
Consciousness
of Organizations
Experience
of Human
Consciousness
Conscious By Design 31
scious De i
e 15
Changing the Consciousness of Organizations ensures we can capitalize on our understanding of the Human Consciousness.
Designing experiences that can address the Consciousness of Humanity requires a special culture, one that requires us to change the Consciousness of
Organizations to allow for design thinking.

32. ANALYTICAL INTUITIVE
RELIABILITY DESIGN VALIDITY
THINKING
EXPLOITATION EXPLORATION
Conscious By Design 32
scious B De i
e
Organizations need to institutionalize Design Thinking. Design thinking is the ability to solve problems by using your whole brain.
[affects three key components - culture, process and people]

33. Let’s go invent
tomorrow instead
of wondering about
what happened
yesterday.
STEVE JOBS
Culture: Intuition & Exploration
Vision provides oxygen to dreams.
“A vision is a picture of a better world that your products or service makes possible. Captivating visions inspires investors, employees and customers, and best
of all, they inspire those stakeholders to become evangelists for the organization. An inspiring vision meets three criteria. It’s specific, concise, and consistent.”
- Steve Jobs

34. MINDSET 34
34
Culture: Intuition & Exploration
Change your mindset as a culture through awareness, education, and exploration.

35. Everything we do is
about getting
people to be more
open, more
creative, more
courageous.
JACK DORSEY 35
Culture: Open, Collaborative. Trust.
Autonomy. Purpose. Mastery. - Dan Pink, Drive
[When describing Jack Dorsey] “He sees not the devil, but the humanity, in the details, particularly for his customers.” - Fast Company, March 2012

36. ENVIRONMENT
Culture: Open, Collaborative. Trust.
Provide visibility into ideas. Create environment that facilitates free flowing ideas that build on each other.

37. Design
Instincts
trump data
or focus
groups. 37
Culture: Design as a priority
Put design at the head of the table.
Hugh De Pree built a design-friendly culture at Herman Miller.
“Like it or not, designers are important; indeed, vitally essential for the success of a business enterprise.”
“You never ask the sales force what they think of a design. Their job is to sell it.”

38. Conscious By Design 38
scious De i
Process: Passion alone isn't enough. Effort and execution are.
Lean UX. Agile. Get out of the deliverables business. Fail fast, but learn. Celebrate your wins.

39. GET OUT OF THE
DELIVERABLES
BUSINESS
Process: Passion alone isn't enough. Effort and execution are.
Lean UX. Agile. Just get out of the deliverables business. Fail fast, but learn. Celebrate your wins.

40. HIRE
PASSION
Hire the right people. Not everyone is a designer, or you might not have an entire design staff. But hire passionate people who are Design Thinkers.
Give credence to the ability to be analytical, but intuition wins the day.

41. VISUAL EXPERIENCE EXPERIENCE DESIGN
Conscious By Design 41
scious De i 15
We’ve built an internal team of talented designers.

42. Consciousness
of Humanity
WHAT HOW WHY
Consciousness
of Organizations
Experience
of Human
Consciousness
Conscious By Design 42
scious De i
e 15
Changing the Consciousness of Organizations not only ensures we capitalize on our understanding of the Human Consciousness, but it allows us to create a
powerful Experience of Human Consciousness.

43. NADYA
RODENA
In order to influence someones behavior, you have to change their story. You have to enhance their existing identity, or create a new one.
Brands do this all the time (nike, red bull)
Willpower and resources can be finite. Or what about those with lifelong conditions? Provide hope.
Remember Nadya Rodena, who we saw in the beginning of this presentation? These are photographs from when photographer Nancy Borowick met 9-year-
old Nadya Rodena in an orphanage in Russia last year. Nadya has been diagnosed with cerebral palsy, a movement disorder caused by damage to a baby’s
brain. March 25 was National Cerebral Palsy Awareness Day.

44. HOPE IS THE
ONLY THING
STRONGER
THAN FEAR. 15
44
5
4
"Hope is the only thing stronger than fear". - Hunger Games (the movie)
Fear is a liar. It will tell you that the consciousness of humanity is stronger than your own conscious efforts to change the experience of human
consciousness.
But embrace and learn from the consciousness of humanity. Institutionalize design thinking within your organization so it’s consciousness
changes.
And change an old life, by celebrating it’s better story. Make heroes out of fighters. Change your state of consciousness, and change lives.
Thank you.

45. THANK
Live Deliberately.
YOU
@JOHNWEISS
about.me/johnweiss
about.me/johnweiss
n
Thank you.