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Creating a Patient-Centric Online Experience

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This nationwide hospital wanted to create a patient-centric interactive experience to aid in the cancer treatment decision process. Peyton Lindley from EffectiveUI and Matt Eaves discuss the way they applied a patient-centric design approach to better engage prospective patients, articulate key differentiators and bring the hospital experience to life.

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Creating a Patient-Centric Online Experience

  1. 1. Cancer Treatment Centers of America: Patient Empowered Care Matt Eaves, Director, Engagement, CTCA Peyton Lindley, Executive Director, Experience Design, EffectiveUI #effectiveui @effectiveuiWednesday, June 27, 12
  2. 2. CTCA Mission: CTCA is the home of integrative and compassionate cancer care. We never stop searching for and providing powerful and innovative therapies to heal the whole person, improve quality of life, and restore hope.Wednesday, June 27, 12
  3. 3. “ We’ve heard patients say on many occasions: ‘I knew CTCA was the place for me the moment I walked into the lobby.’ Let’s not make them wait toWednesday, June 27, 12 walk into the lobby. “ —PATIENT EXPERIENCE PROJECT BRIEF
  4. 4. Wednesday, June 27, 12
  5. 5. but how do you communicate this kind of thing?Wednesday, June 27, 12
  6. 6. the best-in-class cancer treatment professionalsWednesday, June 27, 12
  7. 7. ...who also happen to be ‘people’ peopleWednesday, June 27, 12
  8. 8. and who work in tightly-collaborative, integrated teams you would expect from agile development, not from a hospitalWednesday, June 27, 12
  9. 9. this is what we needed to bring to life.Wednesday, June 27, 12
  10. 10. so how?Wednesday, June 27, 12
  11. 11. the landscape (as we see it) BRAND EXPERIENCE CUSTOMER MARKETING EXPERIENCE USER EXPERIENCE (digital)Wednesday, June 27, 12
  12. 12. human-centered design methods & marketing?Wednesday, June 27, 12
  13. 13. answers the questions: ‘who’, ‘how many’, ‘what’Wednesday, June 27, 12
  14. 14. answers the questions: ‘how’, ‘why’, ‘whether’Wednesday, June 27, 12
  15. 15. The approach How we worked together was as important as what we created together.Wednesday, June 27, 12
  16. 16. Wednesday, June 27, 12
  17. 17. the black-box approach Mysterious and wonderful things happen here! ANALYSIS & FINDINGS CUSTOMER SYNTHESIS & INSIGHT OUTPUTSWednesday, June 27, 12
  18. 18. the black-box approach Mysterious and wonderful things happen here! ANALYSIS & FINDINGS CUSTOMER SYNTHESIS & INSIGHT OUTPUTS vs. the co-created approach FINDINGS CUSTOMER & INSIGHT OUTPUTS WAR-ROOM WORKSHOP TRANSPARENCY WITH CLIENTWednesday, June 27, 12
  19. 19. Experience Planning: Understanding the problem spaceWednesday, June 27, 12
  20. 20. center on the problem seeking answers decision on CTCA gap due to lack of trust & knowledge n io g is in ec k d a m n a tio b er e li d s& s ct ice fa o chWednesday, June 27, 12
  21. 21. our first workshopWednesday, June 27, 12
  22. 22. “a day in the life”Wednesday, June 27, 12
  23. 23. co-creation: lowering the barriers to participateWednesday, June 27, 12
  24. 24. co-creationWednesday, June 27, 12
  25. 25. lo-fi illustrationsWednesday, June 27, 12
  26. 26. the design workshop: “telling the story”Wednesday, June 27, 12
  27. 27. filming with HCD techninquesWednesday, June 27, 12
  28. 28. The results.Wednesday, June 27, 12
  29. 29. Wednesday, June 27, 12
  30. 30. Wednesday, June 27, 12
  31. 31. So what have we learned?Wednesday, June 27, 12
  32. 32. getting the right people to the tableWednesday, June 27, 12
  33. 33. So what’s next?Wednesday, June 27, 12
  34. 34. Thank you. Questions? #effectiveui @effectiveuiWednesday, June 27, 12

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