2. Background It is apparent that there exist relatively more number of research work about healthcare, healthcare issues, for children and older people(above 50yrs). The age group of 30-45yrs has been forgotten. A predominant psychological feeling of “when you are thirty (age) you are not getting any younger” and “after thirty your health slowly starts degrading” exists. Coincidentally it is also an age group with higher stress levels, more work-less time, peak of their professional careers. Therefore there exists less of feel good in terms of health. From a business standpoint it is apparent that this age group would visit a hospital least number of times. As a hospital this is an untapped business potential. There exists an opportunity for hospitals/health centers to build a service in vision to enhance a feeling of wellness.
3. Background Before defining definite direction to the research, it is important to investigate the attitudes/behaviour towards hospitals/healthcare systems with a macro perspective. This would prove to be fundamental for any future research and implementation in this area. The use of sociological techniques of Participant Observation and Symbolic Interactionism (which deals with objects and meaning) will give us the macro perspective. The apparent ‘fear of hospitals’ as well as ‘fear, uncertainty and doubt’ experienced while dealing with and in hospitals, needs a better understanding, before being addressed. People’s attitude towards health commitment (that includes exercise, food control, routine health check ups) is apathetic, to procrastinate, trade offs between tasty and healthy. It is also apparent that people WANT to be health committed. Generally, there is nothing that drives, inspires or provokes them to be health committed. High health commitment is overlooked to be the major cause of healthy living.
4. The second dimension Spaces, environment, interaction, information… reflects human behaviour and UserExperience. Poor user experience will result in inaccurate judgements that would affect the brand name. It is important to find out ‘what fits’ and the current judgements. The right use of Service design techniques and Information architecture (keeping culture in mind) will improve process efficiency/workflow and customer appraisal. To build an efficient service design, an in-depth study of existing processes (workflow) is advised. An understanding/observation of ‘Time, Space and Human reaction’ will be the key. Time meaning recording the span of time of each interaction, Space is understanding the interactive space and Human reaction is noting down every reaction of the subjects (questioning them if necessary) within the interactive space. Apart from the initial insight, the co-relation of the same and the analysis will provide us with richer insight and help in forming the ideal situation.
6. Sample Size for Interviews Sample size is 14 families for face to face meetings. 2 families will be studied in areas of higher importance. The areas within Bangalore covers north, south, east and west of Bangalore. They have also been chosen in way of dividing old and new Bangalore. We will also visit one medical clinic (smaller establishment) each per area and a total of 8 clinics.
8. Introduction to our methods We use modified anthropological and design research methods for data collection and analysis. Broadly the methods will include in order of importance Contextual Enquiry with In-Depth Interviews Garnering secondary information via published literature. This is recommended ‘Think aloud’ method in context with purchase of supplements and over-the-counter drugs and visits to hospitals. Observation methods will be key to this form of research mainly to identify ‘if people DO what they claim they DO’. This is extremely useful as most people find it hard to articulate their experiences.
9. Contextualize everything We find that current methods of rigid questionnaires do not do enough to reflect the interest of the customers/patients. Customers are likely to have varied ideas about health, health care establishments and hospitals. They are generally driven by what other people (including media) say about a particular healthcare establishment and not form their own opinion. By digging deeper into their experiences we are likely to garner deeper insight. Our methods will include spending time at smaller clinics, hospitals, inside peoples home, and at pharmacists while making notes through participant and non-participant observation and photo recording the contexts.
20. Do you go to different hospitals or clinics for different illnesses?
21. Do you have a ‘family doctor’? Do you trust him or her more than the other doctors? How would you describe an experience with him? Friendly? professional?
44. By understanding the above perceptions, the study will prove to be fundamental in similar areas of research.
45. Being health committed appears to be the less convenient lifestyle that people avoid and yet aspire for. Using cultural cues, understanding people’s decision making, behaviour patterns (with respect to people and spaces), success stories of small establishment doctors, understanding the ‘fear, uncertainty, doubt factor’ about hospitals and other relevant insight, a service will be designed to Push people to lead a healthier lifestyle.
46. Our study will bring out segments of users (Personas) within the same target age group.
47. The study will bring out a better understanding of the Social, Cultural, Psychological aspects aiding designers with a thorough context and inspiring them to be build innovative service design, user experience, information architecture.
