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Coping with Complexity
in Health Care
Enabling Sense-making through Great UX
D I G I T A L . H E A L T H . I N N O V A T I O N . F O R B E T T E R L I V E S .
#AskMedullan
Rebecca Lord
Director, UX
Tim Merrill
Sr. Manager, UX
Rob Gifford
Sr. Associate, UX
Who Are We?
Innovation for
better lives
Improve the healthcare experience by designing and
developing solutions which engage healthcar...
Product
Strategy
UX/UI Design
& Testing
Technology
Implementation
What Do We Do?
We design solutions that engage
users acr...
Healthcare
Healthcare is huge.
17%of all money made in U.S.
comes from healthcare
Complexity in Healthcare
It effects us at every point of our lives..
Financially Well-being
Complexity in Healthcare
Trends converging
Advancements
in Science
Policy
New
Technology
Users
Highly
regulated
Legacy
systems
It’s confusing.
Insurance coverage
Patient outcomes
Care management
Clinical research
Wellness
Managing
chronic conditions
UX can help people feel
empowered
UX+ =
Empathy Systems thinking Psychology
Information design
Let’s dig into a few ways UX can solve health care complexity:
Making decisions about health coverage
Making sense of medi...
And how?
Experience models and frameworks
Familiar design patterns
Cognitive computing
1
2
3
Complex Health Coverage
Decisions
Rob Gifford
Meet Amy…
26 years old
She just finished her Master of
Social Work Degree
Landed a job at a local non-profit
First full-ti...
Well, sort of…
Rather than offering traditional
benefits, Amy’s employer is offering
health coverage through a
Health Insu...
Health insurance exchanges are
marketplaces for health plans.
Millions of employees are now
receiving coverage through pub...
That’s great for employees, right?
Employers love exchanges
because they make costs predictable
and provide plenty of opti...
More choices often lead
to more anxiety & regret
and lower satisfaction.
The Paradox of Choice
Unlike porridge and jam,
health insurance is complex.
Amy’s Paradox
She’s being tasked to pick the option that will lead t...
Traditional decision theory says the
most accurate decisions are made using a
weighted-additive approach
How do does Amy d...
Plans differ on a
variety of attributes
• Co-pay
• Deductibles
• Co-insurance
• Out-of-pocket max
• Amount of providers
• ...
This is Amy’s first job with benefits
Things are starting to get complicated…
Which attributes are
important?
There is a l...
Currently, Amy is not in
the happy quadrant.
How UX can help
How do we move her?
Abilitydecisionmaker
Simplicity of choice...
Educate her about which attributes of insurance
plans are most important and remove irrelevant
data
Design information so ...
How UX can help
Ask Amy about her health care needs in plain
language and analyze our plans for her.
2
Using our knowledge of
her, we can narrow down
plans to a few
meaningful options
framed in a logical order.
How UX can hel...
We can format plan information to facilitate clear
comparison between plan attributes that matter most
How UX can help
4
By employing these
techniques, we simplified
Amy’s choice and empower
her with a better
understanding of her options.
Abil...
A High Deductible Plan with an Health Savings
Account
Why? She's relatively young and has few health
conditions. It’s the ...
Amy can have confidence in her choice.
She also has a few extra dollars each month
to pay for her vacation (she’ll need it...
Making Sense of
Medical Information
Rebecca Lord
Complex medical
information
surrounds us
Making sense of it is
challenging, yet people
need to make important
decisions, p...
And it’s not getting
any simpler
Full genome sequencing
is becoming readily
available and more
popular
It provides a map o...
Our Challenge in UX…
Make complex medical
information understandable,
meaningful, and actionable.
Meet Jack…
Works for a software company in
business development
Married with two kids
Loves running and getting outside
Ge...
Jack decided to have his full genome
sequenced two years ago. Why?
Know thyself. He wanted a better understanding
of who h...
Jack was excited when his
results came in…
Particularly since
he could view
them on his iPad!
But…
When he logged in, Jack
was left feeling confused
and frustrated.
Primary screens
don’t support
confident
exploration
Interactive
visualizations too
complicated to
comprehend
Libraries of
educational
material too
technical to
understand
No tools to
facilitate
connection and
collaboration
Despite the bad UX…
Jack learned a few
things.
Seriously, after many hours of exploring his
genome, Jack learned:
He has a variant on SCN5A
gene which is associated with...
This explains why:
Jack passed out a mile
from the finish line at
the Boston Marathon a
few years ago.
This surprising information gave
Jack a sense of relief and motivated him
to change…
He only competes in shorter road race...
Remember, Jack is special…
He’s got a masters in chemistry
He’s familiar with and passionate
about genomics
He’s already p...
We’re not all chemists and for many
people, seeing their genomic results
will be emotionally charged.
How can we make this...
We’ve already got
the tools
Familiar design patterns
and principles can
transform the
experience of
consuming complex
medi...
Design for real
people,
not scientists
Tool tips
Auto-suggest
Sorting & filtering
Support confident
exploration and
learning
Search
Faceted navigation
Personalized spotlighting
Create a sense of
community and
support
Forums
Direct & group messaging
Introductions & connections
Donation tools
Enable continued
learning and
collaboration
Bookmarks
Notebooks/boards
Social sharing
Using familiar
design patterns and
principles can
transform the
experience of
consuming complex
medical
information.
Cognitive Computing
Actionable Insights from a
Sea of Medical Data
Tim Merrill
Promote healthy behaviors
Improve patient outcomes
Improve quality of care
Reduce costs
Reduce re-admissions
Challenging T...
Help people make
better decisions
Staggering amount of data
at our fingertips
How do we
help people
make sense?
Traditional Analytics?
The Dawn of
Cognitive Computing
Cognitive computing is
the simulation of human thought
processes in a computerized model.
Deep data mining
Unstructured data processing,
including natural language and
images
Awareness of context
What does that m...
Sounds awesome.
And yet entirely impractical
for my project.
Nope.
‹#›page© Medullan Inc.
What can Watson do
now?
Understand the relationship between
speech patterns and
known personality traits
Explore tradeoffs...
What can Watson do for
healthcare?
Radiology and
Cardiology:
Medical Sieve
CaféWell:
Watson helps
patients get health
and wellness
information
Watson helps doctors diagnose and treat
cancer patients
Watson
vs.
Cancer
Now it’s your turn.
Cognitive computing
is a powerful tool
for your UX toolbelt.
Watson’s Available Services
(APIs)
Concept
Expansion
Personality
Insights
Concept
Insights
Message
Resonance
Relationship
...
Personality Insights
Demo
• Play: https://github.com/watson-developer-cloud
• Find a good problem to solve
• Gather the right data sources
• Train i...
Wrap up
Great UX solves real problems in health care:
Making decisions about health coverage
Making sense of medical information
T...
And how?
Experience models and frameworks
Familiar design patterns
Cognitive computing
1
2
3
Thank you
#AskMedullan
• Watson APIs:
http://www.ibm.com/smarterplanet/us/en/ibmwatson/developercloud/se
rvices-catalog.html
• Healthcare questio...
Coping with Complexity in Healthcare: Enabling Sense-Making Through Great UX – UXPA Boston 2015
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Coping with Complexity in Healthcare: Enabling Sense-Making Through Great UX – UXPA Boston 2015

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Current trends have expanded the role that people play in monitoring, managing, and making decisions about their health. Whether people are selecting the right health insurance plan, evaluating treatment options, or trying to comprehend and gain actionable insight from complex medical tests or their own fitness data, they are often faced with complex and unfamiliar information and data. Failure to make sense of this information can lead to anxiety, poor decisions, and missed learning opportunities. User experience professionals have an important role to play in improving health care by facilitating comprehension, clarity and actionable insight. In this session we will discuss how to design experiences that support complex decisions and sense-making in the healthcare space. You’ll learn how different types of users approach diverse health information and offer you practical guidance on how to improve their experiences.

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Coping with Complexity in Healthcare: Enabling Sense-Making Through Great UX – UXPA Boston 2015

  1. 1. Coping with Complexity in Health Care Enabling Sense-making through Great UX
  2. 2. D I G I T A L . H E A L T H . I N N O V A T I O N . F O R B E T T E R L I V E S . #AskMedullan
  3. 3. Rebecca Lord Director, UX Tim Merrill Sr. Manager, UX Rob Gifford Sr. Associate, UX Who Are We?
  4. 4. Innovation for better lives Improve the healthcare experience by designing and developing solutions which engage healthcare consumers and facilitate business transformation Our mission:
  5. 5. Product Strategy UX/UI Design & Testing Technology Implementation What Do We Do? We design solutions that engage users across the healthcare spectrum through:
  6. 6. Healthcare
  7. 7. Healthcare is huge. 17%of all money made in U.S. comes from healthcare Complexity in Healthcare
  8. 8. It effects us at every point of our lives.. Financially Well-being Complexity in Healthcare
  9. 9. Trends converging Advancements in Science Policy New Technology Users Highly regulated Legacy systems
  10. 10. It’s confusing. Insurance coverage Patient outcomes Care management Clinical research Wellness Managing chronic conditions
  11. 11. UX can help people feel empowered UX+ = Empathy Systems thinking Psychology Information design
  12. 12. Let’s dig into a few ways UX can solve health care complexity: Making decisions about health coverage Making sense of medical information Taking advantage of the sea of health data 1 2 3
  13. 13. And how? Experience models and frameworks Familiar design patterns Cognitive computing 1 2 3
  14. 14. Complex Health Coverage Decisions Rob Gifford
  15. 15. Meet Amy… 26 years old She just finished her Master of Social Work Degree Landed a job at a local non-profit First full-time job with benefits
  16. 16. Well, sort of… Rather than offering traditional benefits, Amy’s employer is offering health coverage through a Health Insurance Exchange
  17. 17. Health insurance exchanges are marketplaces for health plans. Millions of employees are now receiving coverage through public and private exchange. Health exchanges explained
  18. 18. That’s great for employees, right? Employers love exchanges because they make costs predictable and provide plenty of options for employees. Health exchanges explained
  19. 19. More choices often lead to more anxiety & regret and lower satisfaction. The Paradox of Choice
  20. 20. Unlike porridge and jam, health insurance is complex. Amy’s Paradox She’s being tasked to pick the option that will lead to the right level of coverage for her. More options = more confusion & potential regret
  21. 21. Traditional decision theory says the most accurate decisions are made using a weighted-additive approach How do does Amy decide?
  22. 22. Plans differ on a variety of attributes • Co-pay • Deductibles • Co-insurance • Out-of-pocket max • Amount of providers • In-network vs. out-of- network costs Insurance plans are complicated
  23. 23. This is Amy’s first job with benefits Things are starting to get complicated… Which attributes are important? There is a lot of uncertainty.
  24. 24. Currently, Amy is not in the happy quadrant. How UX can help How do we move her? Abilitydecisionmaker Simplicity of choice Decision Complexity
  25. 25. Educate her about which attributes of insurance plans are most important and remove irrelevant data Design information so that important plan attributes of a decision are prominently displayed How UX can help 1
  26. 26. How UX can help Ask Amy about her health care needs in plain language and analyze our plans for her. 2
  27. 27. Using our knowledge of her, we can narrow down plans to a few meaningful options framed in a logical order. How UX can help 3
  28. 28. We can format plan information to facilitate clear comparison between plan attributes that matter most How UX can help 4
  29. 29. By employing these techniques, we simplified Amy’s choice and empower her with a better understanding of her options. Abilitydecisionmaker Simplicity of choice Decision Complexity How UX can help
  30. 30. A High Deductible Plan with an Health Savings Account Why? She's relatively young and has few health conditions. It’s the most affordable option while also insuring she was prepared in case anything did happen. What did Amy decide?
  31. 31. Amy can have confidence in her choice. She also has a few extra dollars each month to pay for her vacation (she’ll need it).
  32. 32. Making Sense of Medical Information Rebecca Lord
  33. 33. Complex medical information surrounds us Making sense of it is challenging, yet people need to make important decisions, potentially life changing decisions, based on this information
  34. 34. And it’s not getting any simpler Full genome sequencing is becoming readily available and more popular It provides a map of your unique makeup and finds variations that may cause disease or affect your risk for disease Photo by Mario Tama/Getty Images
  35. 35. Our Challenge in UX… Make complex medical information understandable, meaningful, and actionable.
  36. 36. Meet Jack… Works for a software company in business development Married with two kids Loves running and getting outside Generally healthy guy
  37. 37. Jack decided to have his full genome sequenced two years ago. Why? Know thyself. He wanted a better understanding of who he was from a health perspective. “Is there something I can be doing to take better care of myself that I’m not aware of?” Also, geeky curiosity. Jack has a masters in chemistry and is passionate about the trends in genomic diagnostics.
  38. 38. Jack was excited when his results came in… Particularly since he could view them on his iPad!
  39. 39. But… When he logged in, Jack was left feeling confused and frustrated.
  40. 40. Primary screens don’t support confident exploration
  41. 41. Interactive visualizations too complicated to comprehend
  42. 42. Libraries of educational material too technical to understand
  43. 43. No tools to facilitate connection and collaboration
  44. 44. Despite the bad UX… Jack learned a few things.
  45. 45. Seriously, after many hours of exploring his genome, Jack learned: He has a variant on SCN5A gene which is associated with Romano-Ward syndrome. A common symptom is light- headedness during intense exercise.
  46. 46. This explains why: Jack passed out a mile from the finish line at the Boston Marathon a few years ago.
  47. 47. This surprising information gave Jack a sense of relief and motivated him to change… He only competes in shorter road races — half-marathons are just fine! And always runs with friends, just in case.
  48. 48. Remember, Jack is special… He’s got a masters in chemistry He’s familiar with and passionate about genomics He’s already pretty healthy
  49. 49. We’re not all chemists and for many people, seeing their genomic results will be emotionally charged. How can we make this a better experience?
  50. 50. We’ve already got the tools Familiar design patterns and principles can transform the experience of consuming complex medical information
  51. 51. Design for real people, not scientists Tool tips Auto-suggest Sorting & filtering
  52. 52. Support confident exploration and learning Search Faceted navigation Personalized spotlighting
  53. 53. Create a sense of community and support Forums Direct & group messaging Introductions & connections Donation tools
  54. 54. Enable continued learning and collaboration Bookmarks Notebooks/boards Social sharing
  55. 55. Using familiar design patterns and principles can transform the experience of consuming complex medical information.
  56. 56. Cognitive Computing Actionable Insights from a Sea of Medical Data Tim Merrill
  57. 57. Promote healthy behaviors Improve patient outcomes Improve quality of care Reduce costs Reduce re-admissions Challenging Themes in Healthcare
  58. 58. Help people make better decisions
  59. 59. Staggering amount of data at our fingertips
  60. 60. How do we help people make sense?
  61. 61. Traditional Analytics?
  62. 62. The Dawn of Cognitive Computing
  63. 63. Cognitive computing is the simulation of human thought processes in a computerized model.
  64. 64. Deep data mining Unstructured data processing, including natural language and images Awareness of context What does that mean?
  65. 65. Sounds awesome. And yet entirely impractical for my project.
  66. 66. Nope.
  67. 67. ‹#›page© Medullan Inc.
  68. 68. What can Watson do now? Understand the relationship between speech patterns and known personality traits Explore tradeoffs when faced with multiple dimensions of important data Provide a natural language question and answer service
  69. 69. What can Watson do for healthcare?
  70. 70. Radiology and Cardiology: Medical Sieve
  71. 71. CaféWell: Watson helps patients get health and wellness information
  72. 72. Watson helps doctors diagnose and treat cancer patients Watson vs. Cancer
  73. 73. Now it’s your turn.
  74. 74. Cognitive computing is a powerful tool for your UX toolbelt.
  75. 75. Watson’s Available Services (APIs) Concept Expansion Personality Insights Concept Insights Message Resonance Relationship Extraction Tradeoff Analytics Visualization Rendering Question and Answer Visual Recognition Speech to Text Text to Speech Language Identification Machine Translation
  76. 76. Personality Insights Demo
  77. 77. • Play: https://github.com/watson-developer-cloud • Find a good problem to solve • Gather the right data sources • Train it on the data - build a “corpus” • Design the interface • Plan for feedback loop How do I use it?
  78. 78. Wrap up
  79. 79. Great UX solves real problems in health care: Making decisions about health coverage Making sense of medical information Taking advantage of the sea of health data 1 2 3
  80. 80. And how? Experience models and frameworks Familiar design patterns Cognitive computing 1 2 3
  81. 81. Thank you #AskMedullan
  82. 82. • Watson APIs: http://www.ibm.com/smarterplanet/us/en/ibmwatson/developercloud/se rvices-catalog.html • Healthcare questions demo (https://watsonhealthqa.mybluemix.net/) • Gallery: http://www.ibm.com/smarterplanet/us/en/ibmwatson/developercloud/ga llery.html • Open Source Github Resources: https://github.com/watson-developer- cloud • http://aws.amazon.com/machine-learning/details/ Resources
  • JamilHussain10

    Nov. 25, 2018

Current trends have expanded the role that people play in monitoring, managing, and making decisions about their health. Whether people are selecting the right health insurance plan, evaluating treatment options, or trying to comprehend and gain actionable insight from complex medical tests or their own fitness data, they are often faced with complex and unfamiliar information and data. Failure to make sense of this information can lead to anxiety, poor decisions, and missed learning opportunities. User experience professionals have an important role to play in improving health care by facilitating comprehension, clarity and actionable insight. In this session we will discuss how to design experiences that support complex decisions and sense-making in the healthcare space. You’ll learn how different types of users approach diverse health information and offer you practical guidance on how to improve their experiences.

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