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UX STRAT 2014: Fabio Sergio, "Design for Impact"

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In many developing economies Community Health Workers deliver essential healthcare services to communities living in poverty. frog worked with UNICEF to improve the quality of the experience provided to these health workers by the organizations that support them, promising to increase their quality of service so that they can save more lives.

In this talk you'll learn how a human-centered innovation process, participatory design and a multi-partner engagement model led to the creation of a comprehensive toolkit, and how strategic experience frameworks and redesigned medical tools can hope to activate and empower health workers in emerging economies, together with the communities they serve.

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UX STRAT 2014: Fabio Sergio, "Design for Impact"

  1. 1. Design for Social Impact FABIO SERGIO | UXSTRAT| SEPTEMBER 2014
  2. 2. 2 HOW TO CONFUSE CLIENTS 101 USER SOCIAL EXPERIENCE SERVICE DESIGN STRATEGY IMPACT
  3. 3. 3 HOW TO CONFUSE CLIENTS 101 USER SOCIAL EXPERIENCE SERVICE DESIGN STRATEGY IMPACT
  4. 4. 4 HOW TO CONFUSE CLIENTS 101 USER SOCIAL EXPERIENCE SERVICE DESIGN STRATEGY IMPACT
  5. 5. 5 HOW TO CONFUSE CLIENTS 101 HUMAN SOCIAL EXPERIENCE SERVICE DESIGN STRATEGY IMPACT
  6. 6. 6 HOW TO CONFUSE CLIENTS 101 HUMAN SOCIAL EXPERIENCE SERVICE DESIGN STRATEGY IMPACT
  7. 7. 7 SWITCH TO HELVETICA AND MAKE THAT A “D”
  8. 8. 8 PERFECT IMAGES OF A PERFECT FUTURE IMAGE: SYD MEAD
  9. 9. 9 REAL IMAGES OF A REAL WORLD
  10. 10. 10 WHAT ABOUT... A PRESENT THAT’S A BETA OF THE FUTURE WE WANT TO LIVE IN.
  11. 11. 15 FROGIMPACT : A BIT OF HISTORY PASSION. TECHNOLOGY. SYSTEMS.
  12. 12. 16 THE TURNING POINT : PROJECT MASILULEKE
  13. 13. 17 LIMITED RESOURCES, HUMAN BEHAVIOR WHAT IF SOME OF THESE COMPLEX ISSUES COULD BE MITIGATED BY IMPROVING THE HUMAN EXPERIENCE OF SYSTEMS & SOLUTIONS?
  14. 14. 18
  15. 15. 19 A LONG-STANDING PARTNERSHIP
  16. 16. 20 BACKPACK PLUS: THE BRIEF A SYSTEMIC APPROACH TO ACTIVATE AND EMPOWER COMMUNITY HEALTH WORKERS TO SAVE MORE LIVES.
  17. 17. 21 COMMUNITY HEALTH WORKERS
  18. 18. 22 BACKPACK PLUS A BETTER EXPERIENCE TO ACTIVATE AND EMPOWER COMMUNITY HEALTH WORKERS TO SAVE MORE LIVES.
  19. 19. 23 HUMAN CENTERED DESIGN
  20. 20. 24 IMMERSIVE RESEARCH
  21. 21. 25 LEVERAGING LOCAL EXPERTISE
  22. 22. 26 CONTEXT, CONTEXT, CONTEXT
  23. 23. 27 PATTERNS ACROSS GEOGRAPHIES
  24. 24. 28 THE POWER OF STORYTELLING
  25. 25. 29 MULTI-PARTNER WORKSHOPS
  26. 26. 30 PARTICIPATORY RESEARCH & SYNTHESIS
  27. 27. 31 THE VALUE OF “JUST BEING THERE”
  28. 28. 32 EMBODYING INSIGHTS INTO ARTIFACTS
  29. 29. 33 ITERATING THROUGH SHARED MENTAL MODELS
  30. 30. CARE COMMUNITY HEALTH SYSTEM SERVICES TOOLS CHW TRUST CARE SUPPORT REPORT CARE 34 THE BACKPACK PLUS FRAMEWORK
  31. 31. ON DEMAND RESUPPLY (supervisor) SPECIAL SUPPLY BY INITIATIVES STOCK-MGM FACILITATORS Ensure continuity by selecting people who are long-term members of the community (resident, married). Leverage existing influential roles that are already present in the community. Manage age limits (min but also max age). Embrace flexibility to adapt the criteria to specific regions (i.e. nomadic areas, low-literacy,...). SELECTION CRITERIA PUBLIC ANNOUNCEMENTS REGULAR REFRESHER SELECTION TEST CHW LIST Define reference recruiting criteria RECRUITING TRAINING SERVICE DELIVERY REVIEWING RESUPPLY REWARDING UPGRADING Create modular training plans to enable incremental learning and differentiate competences. Teach fundamentals of time/budget management. Provide analog and mHealth services that can be access by CHWs also at the end of the training period. Create a moment at the end of each training session to certify and/or celebrate the new competences aquired by CHWs. Set up routine refresher training sessions to ensure a continuous learning experience. Support a continuous learning process Provide standard protocols with reference materials that guide the assessment through a series of steps. Create strong consistency and cross-references across job aids, diagnostics, commodities and informational materials. Include visuals that help understanding and sharing the process also with the patients. Improve guidance through integrated tools Provide standard instructions for dosages with supporting reference materials. Create strong consistency and cross-references across job aids, diagnostics, commodities and information. Support referral at a system level (i.e. referred patients are given priority at the clinic). Strenghten follow-up visits through protocols and reminders. Provide clear instructions & follow-up Facilitate education processes through rich media (visuals, audio, video). Optimize content and materials to address different situations (1:1, households, group sessions). Stimulate an active engagement of the community. Provide tools to facilitate education Facilitate consistent data tracking through clear recording standards and protocols. Enable data sharing across different stakeholders by armonizing tools and optimizing transmission of information. Enable data mining by facilitating aggregation of information across tools. Give value to the collected information by giving it back to CHWs and their communities. Improve data collection and mining Establish clear roles of a supervisor and relationship to the CHW (e.g. how often they see each other). Ensure a continuous support and supervision through meetings at defined intervals (e.g. weekly meeting). Include role-modeling through joint visits with supervisors. Include spot checks of the supervisor with the community. Enable the collection of a clear basic set of data that supports the supervisor with performance management. Enable the supervisor to set real incentives in case of good performance. Set clear roles and responsabil- ities Address restocking by using data to make effective forecasts. Maximize resupply efficiency by communicating availability of stocks. Bring the supplies as close as possible to CHWs by leveraging existing resources (shops, private supply chains, etc.). Facilitate transportation (either by reimbursement or by providing logistical support). Optimize access and system efficiency Enhance the community perception of the role of CHWs through branded materials. Give visibility to the CHW-enabled outcomes inside the community. Celebrate & reward the work of CHWs Establish a clear career path based on personal inclinations and impact. Provide incremental training to enrich and evolve competences. Establish a clear career path SUPERVISOR STANDARD PROTOCOLS REFERENCE MATERIALS VISIT TRACKING STOCK TRACKING HOUSEHOLD TRACKING COUNSELING TRACKING BASIC MODULE ON EDUCATION SPECIAL MODULES (e.g. RDT) CHW CERTIFICATION BASIC MODULE ON ICCM FINAL TEST FAMILY/COMMUNITY ENGAGEMENT REFERENCE MATERIALS MOBILIZATION FOR SPECIAL EVENTS BEHAVIOR CHANGE DEMONSTRATIONS STANDARD PROTOCOLS REFERRAL PROTOCOLS REFERRAL TRACKING REFERENCE MATERIALS ONE-TO-ONE REVIEWS SPORT PERFORMANCE CHECK GROUP REVIEWS ‘LEAVE-BEHIND’ INSTRUCTIONS REMINDER SYSTEM PATIENT TRACKING EDUCATIONAL GAMES COMMUNITY REWARDING PLANS HEALTH CAMPAIGNS HOUSEHOLD GOALS RECOGNITION RESUPPLY BY CONSUMPTION ADDITIONAL TRAINING MODULES GRATIFICATION BY BRANDED KIT REIMBURSEMENTS (e.g. TRANPORT) INCENTIVES THROUGH GADGETS FACILITATION BY BASIC ENABLERS CELEBRATION OF SUCCESS PERFORMANCE BOARD SUPERVISION GRID ABILITY CHECK CARRIER PATH BADGING SYSTEM PERFORMANCE BASED REPORT ASSESS TREAT EDUCATE REPORT BASICCOMPONENTSADVANCEDCOMPONENTSINDIVIDUALCOMMUNITYSUPERVISORCLINICDISTRICTSUPPLIERDESIGNPRINCIPLES BACKPACK PLUS DIAGNOSTICSCOMMODITIES TOOLS ENABLERS ACT AMOXICILLIN CHLORHEXIDINE PARACETAMOL RDT RESPIRATORY TIMER MUAC ORS & ZINC GLOVES ALCOHOL PADS ALCOHOL SCISSORS SOAP BANDAGES SYRINGE TRASH BIN NOTEBOOKTHERMOMETER TRANSPORTATION (bike, motorbike,...) UNIFORM HOUSE SIGNAGE ADVANCED ED. MATERIALS FEEEDBACK SCORECARD HOUSEHOLD REGISTER HEALTH PROMOTION MESSAGES MISOPROSTOL IPT JOB AIDS ED. MATERIALS VISIT REGISTERREFERRAL FORMS STOCK REGISTER RAIN BOOTS RAIN COAT TORCH, LIGHTPENCILS, PENS SOLAR CHARGER MOBILE PHONE VITAMIN A mother VITAMIN A children PILLS CONDOMS PREGNANCY TEST INJECTABLE RUTF SCALE HIV TEST DEWORMING (Albendazole) MAMA KIT 1|PREGNANCY&NEWBORNCARE2|FAMILYPLANNING3|MALNUTRITION4|HIV5,6,7|ADVANCEDSETS8|MAMAKITBASICSET INDIVIDUALCOMMUNITY ASSESS & TREAT EDUCATE RESPECT TRUST SUPERVISOR HEALTH CENTER DISTRICT SUPPLIES REPORT COACH SUPPORT REPORT REPORT INSTRUCT SUPPLIER TRAINING SERVICE DELIVERY REVIEWING RESUPPLY REWARDINGRECRUITING UPGRADING CHW DIAGNOSTICS TOOLS ENABLERSCOMMODITIES ASSESS TREAT EDUCATE REPORT TOOLS JOB AIDS ED. MATERIALS VISIT REGISTERREFERRAL FORMS STOCK REGISTER Establish clear roles of a relationship to the CHW (e.g. how often they see Ensure a continuous support and supervision through meetings at defined intervals (e.g. Set clear roles and responsabil- Address restocking by using data to make effective forecasts. Maximize resupply efficiency by communicating availability of stocks. Bring the supplies as close as possible to CHWs by leveraging Optimize access and system efficiency Enhance the community perception of the role of CHWs through branded materials. Give visibility to the CHW-enabled outcomes inside the community. Celebrate & reward the work of CHWs Establish a clear career path based on personal inclinations and impact. Provide incremental training to enrich and evolve competences. Establish a clear career path
  32. 32. INDIVIDUALCOMMUNITY ASSESS & TREAT EDUCATE RESPECT TRUST SUPERVISOR HEALTH CENTER DISTRICT SUPPLIES REPORT COACH SUPPORT REPORT REPORT INSTRUCT SUPPLIER TRAINING SERVICE DELIVERY REVIEWING RESUPPLY REWARDINGRECRUITING UPGRADING CHW DIAGNOSTICS TOOLS ENABLERSCOMMODITIES ASSESS TREAT EDUCATE REPORT
  33. 33. INDIVIDUALCOMMUNITY ASSESS & TREAT EDUCATE RESPECT TRUST SUPERVISOR HEALTH CENTER DISTRICT SUPPLIES REPORT COACH SUPPORT REPORT REPORT INSTRUCT SUPPLIER TRAINING SERVICE DELIVERY REVIEWING RESUPPLY REWARDINGRECRUITING UPGRADING CHW DIAGNOSTICS TOOLS ENABLERSCOMMODITIES ASSESS TREAT EDUCATE REPORT INDIVIDUAL CHWCOMMUNITY SUPERVISOR SUPPLIES ENGAGE INFORM COACH REPORT SUPPORT REPORT REPORT SUPPORT SUPPLIERHEALTH CENTER DISTRICT
  34. 34. THE SYSTEM IS THE EXPERIENCE
  35. 35. USER FREEDOM & CHOREOGRAPHING TOUCHPOINTS
  36. 36. 41 A UNIFYING SYMBOL
  37. 37. SHARED MENTAL MODELS: LIVING TOOLS FOR ASSESSING AND PLANNING
  38. 38. 43 EVALUATING INITIAL PROTOTYPES
  39. 39. 44 EXPERIENCE STRATEGY BEYOND SOCIAL IMPACT INSIGHTS FROM THE IMPACT TOOLBOX
  40. 40. 45 INSIGHTS FROM THE IMPACT TOOLBOX HUMAN CENTERED DESIGN. USER = COMMUNITY. PARTICIPATORY RESEARCH. IN-FIELD PROTOTYPING.
  41. 41. 46 PARTICIPATORY RESEARCH
  42. 42. 47 A PROTOTYPE IS WORTH 1000 REPORTS
  43. 43. 48 OF FALSE DICHOTOMIES DESIGN THINKING & DOING, TOGETHER. AS THEY ARE MEANT TO BE.
  44. 44. 49 INSIGHTS FROM THE IMPACT TOOLBOX HUMILITY. EMPATHY. SHARED CULTURE. COMMUNITY ACTIVATION.
  45. 45. 50 GIRL EFFECT
  46. 46. 51 FROG’S COLLECTIVE ACTION TOOLKIT
  47. 47. 52 INSIGHTS FROM THE IMPACT TOOLBOX THE POWER OF SHOWING THE INVISIBLE FORCES THAT HOLD COMPLEX SYSTEMS TOGETHER.
  48. 48. INDIVIDUALCOMMUNITY ASSESS & TREAT EDUCATE RESPECT TRUST SUPERVISOR HEALTH CENTER DISTRICT SUPPLIES REPORT COACH SUPPORT REPORT REPORT INSTRUCT SUPPLIER TRAINING SERVICE DELIVERY REVIEWING RESUPPLY REWARDINGRECRUITING UPGRADING CHW DIAGNOSTICS TOOLS ENABLERSCOMMODITIES ASSESS TREAT EDUCATE REPORT People are so thankful, perceiving the value and the concrete results of my work is the best part of it. Unpaid and/or incentives (e.g. for bringing women to insti- tutional deliveries, vaccination days etc) Lower-skilled public CHW INDIA COUNTRY CHW ARCHETYPE Hi, my name is Anjli KEY NEEDS Motivation staying motivated over time Trust being recognized as a provider of care within the community. Clinical support identify symptoms, dosages, etc. to be able to provide quality support. Logistics & operational support out of stock risk, connection and collaboration with the healthcare system. KEY TASKS Educate community Provide basic care & first aid Facilitate womens’ & childrens’ access to care Keep demographic records LEVEL OF EDUCATION & LITERACY TIME INVESTMENT SHORT LONG PAID UNPAIDLOW HIGH LOW HIGH PAYMENT TRAINING She may have a different full-time job, she provides care in her village or travel to other villages during her empty slots on a weekly basis Initial training of 3 weeks plus 6 months of close su- pervision UNSTABLE MOTIVATION Motivation comes primarily from the community. The villages provide a house/room for the visits and food. BP+ frogTHINK / NY APRIL 29th
  49. 49. FIELD TRAVEL FIELD OFFICE GENEVA ACTIVIST POTENTIAL HUMAN RIGHTS VIOLATION VICTIM / WITNESS Journalists, NGOs, Human Rights Organizations SOCIAL & OPEN MEDIA INVESTIGATOR interviews & site visits witnessing & capturing experiencing & witnessing analysis & reporting analysis & reporting ANALYST UN CASE DATABASE EARLY WARNING OFFICER HUMAN RIGHTS WEBSITE (PUBLISHED REPORTS) Collecting Accessing Collecting Collecting Holding / Accessing Holding / Accessing Holding / Accessing Using Using Using Holding / Sharing Holding / Sharing Sharing Holding Sharing Sharing Sharing Sometimes even a pen and a block for notes can attract attention and result in security concerns. Investigator Field Office / Field LOCATIONS ARCHETYPE Hi, my name is Fabienne KEY TASKS Identifying human rights issues Using information from different types of sources, including the media and civil society Gathering information on al- leged human rights violations Interviewing witnesses and others and visiting sites Drafting reports Analyzing and organizing gathered information Ensuring advocacy with relevant authorities Following up cases with authorities at the local and national levels KEY NEEDS Simplicity & Reliability People with low technical background can use it in barren environments Mobility solutions have to be portable, long lasting and energy efficient Confidentiality & Security Both of the information and the identity of the victims and sources Communication Storing/transferring data and information to col- leagues KEY TOOLS (TODAY)CUSTOMER JOURNEY Pen, block, phone, GPS, Radio, laptop, voice-recorder, video recorder, Lotus Notes, database, satellite phone, FOCUS Providing first hand evidence for human rights violations through interviews and site visits. Between field office and incident locations.Trips vary in length and distance,but can take several days. MOBILITY LOW HIGH Confidentiality and security has to be ensured during and after the collection of information. NEED FOR SECURITY & CONFIDENTIALITY INFORMATION LOAD LOW HIGH Besides information from interviews and site visits that accumulates over time, they scan news and media daily. LOW HIGH ICT ACCESS Low bandwidth and sporadic access. No access in the field. LOW HIGH UN + ICT | GENEVA 2013 MAY 29th & 30th FIELD OFFICE INVESTIGATOR GETTING INFO ABOUT INCIDENTS TRAVELLING TO LOCATION INTERVIEWING INFORMANTS FIELD OFFICE DOCUMENT & ANALYSE DRAFT & SEND REPORTS FIELD OFFICE STAYING IN A FIELD CAMP
  50. 50. 55 INSIGHTS FROM THE IMPACT TOOLBOX FOCUS. SUCCESS AT PRE-INTERNET SPEED REQUIRES PATIENCE, TENACITY AND OPTIMISM. TRUST REQUIRES TIME.
  51. 51. 56 BACKPACK PLUS | UGANDA PILOT SAMPLES
  52. 52. 57 INSIGHTS FROM THE IMPACT TOOLBOX LONGITUDINAL ENGAGEMENTS.
  53. 53. 58 GE FOUNDATION OXYGEN | KENYA & RWANDA 2 YEARS 2 COUNTRIES BUSINESS MODELS
  54. 54. 59 GSMA MOBILE FOR DEVELOPMENT mAGRI 2 YEARS 6 COUNTRIES mAGRICULTURE SERVICES
  55. 55. 60 INSIGHTS FROM THE IMPACT TOOLBOX LARGE-SCALE PARTNER ENGAGEMENT. A VISION THAT’S LARGE ENOUGH FOR EVERYONE TO PLAY A ROLE IN IT.
  56. 56. 61 CONFERENCE OR KICKOFF?
  57. 57. 62 HUMAN EXPERIENCE IN THE CONNECTED ECONOMY
  58. 58. 63 EXPERIENCE STRATEGY WHEN THE SYSTEM IS THE EXPERIENCE, THE EXPERIENCE IS A SHARED ASSET. BETTER HAVE A STRATEGY TO CHOREOGRAPH IT.
  59. 59. 64 INSIGHTS FROM THE IMPACT TOOLBOX PRIVATE, SOCIAL & PUBLIC SECTOR PARTNERSHIPS. CREATING SHARED VALUE. MICHAEL PORTER & MARK KRAMER, 2011
  60. 60. 65 Business Value Societal Value THE PROBLEM WITH SUSTAINABILITY & SCALE
  61. 61. 66 ( THE OBLIGATORY STRATEGIC VENN DIAGRAM ) Business Value Societal Value
  62. 62. 67 SHARED VALUE FOR SUSTAINABILITY & SCALE Business Value Societal Value Shared Value MICHAEL PORTER & MARK KRAMER, 2011
  63. 63. 68 SHARED VALUE FOR SUSTAINABILITY & SCALE Business Value Societal Value DESIGN
  64. 64. 69 IN OTHER WORDS... DOING GOOD IS GOOD BUSINESS.
  65. 65. 70 INFAMOUS LAST WORDS BACK TO THAT “WHY” QUESTION
  66. 66. ADVANCING THE HUMAN EXPERIENCE DON’T BOTHER ME, I AM DREAMING.” ANONYMOUS FARMER TESTING A PROXIMITY DESIGNS TREADLE WATER PUMP - AS REPORTED BY DEBBIE AUNG DIN 71 “
  67. 67. THANKS! www.frogdesign.com/frogImpact @freegorifero

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