In the first Service Design Drinks of the year, we’ll hear service designers Eva Hernando, Abi Golestanian, and Mireia Pumarola talk about how we at Fjord Berlin design for the future of healthcare. With rapid developments in topics such as gene therapy and personalised care, to name a few, it is more important than ever that we understand not only what these changes are but the driving forces behind them, so that we can adapt our current design processes to cater for such a challenging industry.

1. Service
Design
Berlin
FJ O R D / F E B R UA RY 2 7, 2 0 1 9
The future of
healthcare

2. Katrin
Business
Analyst,
DXC
Who is inviting?
Mauro
Service
Design
Director,
Designit
Martin
Head of
Service
Design,
UK Gov
Manuel
Creative
Lead,
Fuxblau

3. Activities of Service Design Berlin
Service
Design
Drinks
Service
Experience
Camp
The
Service
Gazette

6. Christian Rudolph
Circular Economy
Julian Kea
Hands, Minds
& Bricks!
Maria Izquierdo
Martin Jordan
Data & Services
Dr. Katrin Dribbisch
Design Thinking
in Public
Administration
Aino Hanttu
Beyond the holodeck:
Creating Next-Gen
Experiences
Kara Kane
Designing
communities
Michel Tofahrn
Michael Tjupalow
Public Services
Adam Lawerence
Jessica Pole
Dr. Katrin Dribbisch
Scaling Communities
March
April
May
June
July
September
October
November
2017 Service Design Drinks - Beyond Service Design

7. 2018 Service Design Drinks - Cases & Learnings
Audrey Liehn
Timo Kuske
Wild Days of Implementation
Si-Labs
April
May
July
Isabell Fringer
Gregor Finger
Prototyping Spatial UX
Lab1886
Manuel Grossmann
Olga Scupin
The value of low budget
projects
J2C

8. 2019 Service Design Drinks - The Future of…
February
May/
June
TBD
July/
August
September/
October
TBD
TBD
Abigail Golestanian
Eva Hernando
Mireia Pumarola
The Future of Healthcare
Fjord

9. Who’s hosting?

10. What’s the agenda?
Input Exercise Mingling

11. Who’s talking?
Eva Hernando
Service Designer
Mireia Pumarola
Business Designer
Abi Golestanian
Visual Designer

12. The
Healthcare Revolution
A new era of human
health and health systems

13. This talk is about…
What is in
it for you?
Where is this
taking us?
What is
going on?
What have
we done?

14. Healthcare today
12.9m
Predicted workforce
shortage by 2035
Healthcare
worker shortage
Privacy of
patient data
Noise and
overwhelm

15. It’s a complex
industry

16. Driving forces
Regulatory
power shifts
Super tech is
enabling us
Ecosystem
evolution
Investment
growth

17. Healthcare innovation is
entering new markets
Health and
Fitness
• Gym, health, and fitness
club market (US) $30B
• Weight loss $60B
• Workplace wellness $8B
• Wellness $3.7T
Traditional
Healthcare
• Global healthcare $9T
• Readmissions $30B
• Electronic medical and
health records $27B
• Mental health $6T by 2030
Clinical trials
and pharma
• Clinical trials, research and
management $45B by 2022
• Pharmaceuticals $1.3T
Related
industries
• Sleep (insomnia and sleep
apnea) $250B
• The ageing (50+) $67B
• Connected transportation $3.5T
• Fertility services $21B by 2020
Paul Sonnier—The Fourth Wave of Digital Health

18. The next great
wave of disruption
Media
Google, blogs
and social media
Retail
Amazon and
ecommerce
Travel
Web and AirBnb
Music
Apple and Spotify Mobility
Tesla and E-Car
Healthcare
Digital healthcare

19. Healthcare of tomorrow

20. What will healthcare look like in the future?
Gene sequencing
becomes standard
in protocols
Volume-based vs.
outcome-based
models
Care on-demand and
real-time health
monitoring provides
more convenience for
patients and HCP
Healthcare shifts
towards a more holistic
and end-to-end model

21. Around-the-pill
From a centralised ecosystem…
Patients
Pharma
HCP’s
Payers /
Insurers
HospitalsSuppliers

22. Beyond-the-pill
…to a patient-centric ecosystem…
Patients
Pharma
HCP’s
Payers /
Insurers
Hospitals
Suppliers
Others

25. The future looks bright
Technology will be the core enabler
of the healthcare evolution
Task
automation
Patient
power

26. Convenience model
…towards a connected ecosystem
Crowd-
funding
Healthcare
startups
Tech
companies
Insurances
Hospitals
Employers
Support
communityPatient with
problem
HCPs
Incubators
Design
Patients
Retailers
Pharma
Kiosks
Access to
health data
RWE

29. The patient
of the future
Empowered Engaged
Equipped Enabled
1. I want
2.

30. What have we done?

31. It’s a huge focus for
our studio — more
than 50% of our
projects are within
this space

32. Our work
Genomic-driven
healthcare

34. “The cost of DNA
sequencing dropped
by approximately
14.000 fold between
2000 and 2010”

35. How can we support
oncologists when using
comprehensive genomic
profiling
Genomic-driven healthcare

36. The designer’s take-away
Opportunities
beyond scope
Get yourself
up-to-speed
We are designing
for Europe
Iterate your
artefacts
As your knowledge
increases—iterate
your artefacts
Your knowledge
determines the
questions you ask—learn
as much as possible
before jumping into the
research
Areas of opportunity
can lie outside of the
scope—be open and
take advantage when
they arise
The healthcare
industry operates
differently in the EU—
consider European
regulations

37. Our work
Personalised care “We’re heading
toward being able
to do your own
medical selfie.”
Eric Topol—Physician-scientist, author, editor.

38. How can we support
migraine sufferers find a
safe space in the moment
of an attack
Personalised care

39. Planting the seed
Understanding
patient needs
Password: MigraineMode1

40. The designer’s take away
Designing for
a moment
Buildable
scope
Failing fast,
ends fast
Data
minimalism
Try to design for the
worst cases—
everyone will benefit
Partner with the
right people, and
collaborate with
experts
Choose the right
features that are
strong enough to
stand alone
Always ask for
permission, and only
what you need to
make a great service

41. So, what can you
do for patients and
their health?

42. Opportunities for you
Unexpected
partnerships
Care beyond
health
Reactive to
preventative

43. Some starting points

44. Thank you

45. Exercise

46. Jobs?

48. See you soon!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin