Think about a time when you felt most supported or unsupported in a personal healthcare experience… or about someone in your family or close to you. We all have them.
Yes, we all work in Healthcare. …and the work we do isn’t for an abstract or faceless throng. We ALL have stories and everyone of you is thinking about one now. Its about ourselves and our own families too.
I used to tell the story of my 86 year old mother who for a decade was the caregiver for my late stepfather who had Alzheimers. This summer, for the first time in my life, I was unexpectedly a patient in a hospital and I found myself alone for much of the early going. The incredible nursing team where I was treated, sustained me through that time and I will never forget them.
….And what we do comes in many speeds and many flavors around the world. No matter where we come from or who we serve, we need to understand and respond to the differences.
Reality tells us that Healthcare is often confusing, messy, emotionless, even somewhat industrial. Why are we often forced to leave the familiar surroundings of our ordinary lives during the most emotional experiences one can have?
The technology and machines that we produce so brilliantly are not self aware. They do not know how to feel and they don’t know what they look like…. We’re in charge of that.
So don’t we have choices about how to express caring, comfort, concern and ease of use when we create new products and solutions for our customers, their patients and families?
Why can’t the reality of healthcare anywhere, at any level, connect the functional features of all this great technology with the emotional benefits that we need to deliver to our fellow humans?
What we do is not simply technological or clinical…. For our customers, patients and their families its also financial, spiritual, legal, social and extremely personal. As we think about the future, how can we provide at least the sense of some control?
To drive this kind of change and innovation, you gotta be willing to take a bloody nose. Actually they are really badges of honor.
I’m betting most of you here have had many cotton rolls stuffed up your noses…. In fact, for the first few years of my time at GE, I thought my name was …”Schwartz!.... Whatareyadoin!!”
The power of giving it away… not the financial kind. I talked about the power of our collective stories…. Lets look at some others….
WE OBSERVE BEHAVIOR AND EMOTION
WHAT SHE SAYS AND WHAT SHE DOES MAY BE DIFFERENT
SHE MAY NOT KNOW WHAT SHE WANTS IN THE FUTURE
AN INTERSECTION OF DATA AND BEHAVIOR CAN BE AFFIRMING
A CONFLICT BETWEEN THEM IS OFTEN WHERE INNOVATION OPPORTUNITY LIES.
What’s this fellow at Harlem Hospital feeling and thinking about as his stroke symptoms are evaluated? What is his family thinking and feeling? What is his experience?
Why did this technologist choose to do this kind of work and in an environment like this? How are we supporting her to have the experience she needs to deliver the best, most empathic care?
What does the image alone tell you about the story and experience of childbirth in parts of the developing world? How do we support clinicians, moms, babies and families in environments like this?
This woman in Saudi Arabia likely has her husband standing behind her during this mammogram. He might never let her expose herself to others outside of his presence in this culture.
We also have to be sensitive to the color palettes we use… Black or white can mean life or death in some places. Green represents the devil in a number of cultures.
We have to open our eyes and ears and our hearts. What CAN the conversation be with our customers, patients, their families and communities?
Here’s some of how we do it.
Together we have the opportunity to change that conversation and the future that’s locked inside.
The 60 members of our Global Design and User Experience team work in 6 studios in five countries. We are responsible for the look, feel, usability and end to end experience of GEHC products, services and environments. We always want to begin with the unmet needs of our users and their patients and families.
What’s four chairs and a bedsheet?
No one had to tell you how to make the fort or what to do in it and you kept on making the thing bigger until mom said, “clean up that mess” Everyone is creative! We give those tools back to you.
We are working with teams in the business and with customers, patients and their families around the world in a different way.
We begin with explorations of unmet needs. Everyone is creative. When you were a kid you could draw, tell stories and make things. You get those tools back. The smiles return. Imaginations soar. What is four chairs and a bed sheet? That’s right! A fort and no one had to tell you how to build it or how to play inside or what the rules were and you kept adding chairs and bed sheets until mom said STOP! You became an ensemble of players.
This is how a five year old sees a CT. Its scary enough for us grownups. Why does it have to be this way? Why are so many medical devices and the environments they are in devoid of emotion?
Adventure Series… not about decorating a room. About putting a kid inside of a story. Less sedation and …”Mommy, can we come back again tomorrow?”
Adventure Series (CT)
Leads to working with UCSF/Benioff Childrens on the next gen…. Building movie sets in our studio with the customer.
Our team member in Buc watched his young son wonder at the mobile above.
And was inspired to imagine a neonatal MR that is familiar…even delightful…. After all…Mom and dad are around.
Yes, some of our colleagues tell us we don’t understand physics! Like I said, we explore to inspire….
Maybe this leads us to create medical devices in forms that are familiar to us grown-ups too….
Or even closer in….perhaps that gives us something to do to distract our anxiety…. Have a look inside CT Revolution..
What if the closer you got to our products… the more beautiful they became? We are doing it now.
We are exploring all of the senses and applying it to women’s health to start.
Choose your experience. Sight, sound, scent, touch, taste
Where do you want to go today? A walk in the woods? A trip to the beach? Take some control and check some of your anxiety at the door.
We have been working with numbers of you, who have connected us to co-create, change cultures and improve experiences. Imagining together.
So let’s keep listening like our young friend here ….and imaging what the conversation could be with our customers
We’re Here for the Humans (Bob Schwartz at Enterprise UX 2017)
Design was the last decoration station on the way to market
(You know the story….)
If you can’t measure it, it doesn’t count
Only functional performance wins in the marketplace
Advertising and R&D are investments. Design is an expense
Design decisions are made by managers with no expertise or experience
Flying the plane while building it…
at the dawn of the modern design thinking movement
This ride is for those who thrive in environments where its not all figured out
The model is constantly evolving
Understanding how the place is wired
A relationship based culture
How big, how fast and where to play?
Vision, Mastery Development, Growth
Transforming the culture
Getting Design into the DNA of the Company
Teaching, educating, networking, benchmarking
Being a great designer is not enough
Companies need architects and visionaries of brands and human
experiences who think and act as strategic business people
in the context of their discipline
Designers need to learn the language of business
Design & Research Mapping:
• Empathy & Emotion = Why
• Function & Outcomes =
• Technology & Form = How
Understanding & Sharing
our User’s Goals …
• AI & Machine Learning
• Analytics & Insight
• Product & Service Design
Informs & Focuses
So we avoid
ending up at the
Global Design & UX
Map Makers to Integrated Experiences
• Design Thinking
• Contextual &
• Visualization &
A Focus on Pediatric Patient
The Anxiety Journey
“How am I going to get
my child through this?”
Child Development Stages
Create an Adventure
What is Medical Play?
Flying past the “Threshold”
Transitioning the Experience from
Waiting Environment to Procedure
Ease Separation Anxiety
Communication – Child, Parent,
Good bye strategy
Show & Tell…
Make it about
Recruit the army
you don’t control
in your heart
Combine functional features
with emotional benefits
Show up as a
in the context
of your discipline