Mobile Healthcare Summit
                Workshop


           November 2009
We are a global innovation firm.
We help the world’s leading companies create and bring to market
meaningful products, serv...
AGENDA
morning

- Introductions           15 m      9.00 - 9.15
- What is m-health?       30 m       9.15 - 9.45
- Overvie...
breaking the ice
introductions
a little-known fact
about yourself...
definitions first
what is m-health?
group discussion
getting serious
overview and themes
healthcare



 e-health


  m-health
government                                             traditional
                                                       ...
well-being
feeling healthy is not the same as being in good health
identity
people want to be recognized across service touch-points in all their healthcare interactions
timescales
healthcare interactions appear to be short, but are actually phrases of a long staccato conversation
stories
convincing narratives drive healthcare and healthcare delivery
behaviors (are contagious)
                                    social networks and contextual factors are proving to be cr...
protocol
healthcare is guided by what was done before, there’s high resistance to change
certainties
enormous ambiguities about “what is known” in medicine: patients assume science, pros know it’s trial and error
trust
the doctor-patient relationship is under severe info-stress
ownership
who is in control of your own health?
who are the pros?
                                    the market is quickly changing as new players enter the scene




Mo...
risk-taking
medicine is naturally risk-averse, partners are needed for short-term prototyping
business models
money is almost never mentioned when it comes to healthcare
moore’s law
technological breakthroughs enable new service paradigms
sensors, ubiquitous processing power
                                    everything that can be digital will be... and con...
interoperability
                                standards for seamless cross-device communication are starting to emerge
...
thingfrastructure
                          mash-ups and parasitic service models create new and innovative opportunity ar...
deep dive
designing (for) awareness
decisions
actions
habits
awareness
beep
data streams
sensors
info-visualization
social networks
Iron Man, 1963
Iron Man, 2008
access
to our accumulated
bitcrumbs
Toyota Prius
MIT SENSEable City Lab
Stamen Design, Cabspotting
Cuban Council, Moodstats
Nike+ Running
tools
of self-reflection
Nintendo Wii Vitality
Yamaha Bodibeat
fitbit
Dexcom Seven
Proteus Biomedical
frog design, e-monitors
frog design, e-monitors
an emerging
product-service
architecture
Lee Maguire, 2009




“So what happens when
 the device that records
 your medical status
 is also the device
 you use to ...
-.-. . ... ...            -.. . ... .. --.
-. . .-. ... .... .- ...- . .... .- -.. -
--- .-.. . - --. --- --- ..-. ... ..
...
but what is
the nature
of that conversation?
Vitality GlowCap
Bayer Didget
frog design Temptd
virtuous behavior
as social currency
break
see you in 10 minutes!
design thinking 101
human centered design
HCD: A DESIGN PHILOSOPHY


                  - Human Centered Design is a design philosophy and a process
                ...
HCD: THE PROCESS

                                            Foundational & Generative Research                          ...
FOUNDATIONAL & GENERATIVE RESEARCH


                  - Design Research involves conducting interviews, observations
    ...
FOUNDATIONAL & GENERATIVE RESEARCH




                       Contextual inquiry      Day-in-the-life studies             ...
HUMAN ARCHETYPES

                  - Human Archetypes - or User Personas - are fictitious
                    characters c...
HUMAN ARCHETYPES




Mobile Healthcare Summit Workshop   © 2009 frog design. confidential & proprietary.   65
USER SCENARIOS


                  - User Scenarios are stories that illustrate how people will use
                    a ...
USER SCENARIOS




Mobile Healthcare Summit Workshop   © 2009 frog design. confidential & proprietary.   67
USER SCENARIOS




Mobile Healthcare Summit Workshop   © 2009 frog design. confidential & proprietary.   68
CUSTOMER JOURNEY

       motivation                   awareness   adoption                             endorsement
       ...
PRODUCT/SERVICE ECOSYSTEM MAP

                                    Web application                         Portable media ...
CUSTOMER JOURNEY

                                               Main user actions / goals

                              ...
CUSTOMER JOURNEY

                                               Main user actions / goals

                              ...
CUSTOMER JOURNEY

                                               Main user actions / goals

                              ...
case study
project masiluleke
project masiluleke
                      Pop!Tech, iTeach, Praekelt, frog design, Aricent, MTN, NokiaSiemens, National Geo...
Mobile Healthcare Summit Workshop   © 2009 frog design. confidential & proprietary.   76
“All experts agree that earlier diagnosis and treatment
              are the only e ective ways to combat this epidemic.
...
IMMERSION            SYNTHESIS          CONCEPT DEVELOPMENT                                 SERVICE DESIGN




       Obse...
increasing awareness
           October 2008, 50.000.000 messages, 300% increase in calls to National AIDS Help Line, 5000...
facilitating testing
                            low cost in-home self-test kit, mobile support, easy local production and...
“I think they would             “It is important, and this       “We are all looking forward
                             ...
CUSTOMER JOURNEY, BECKY 19




Mobile Healthcare Summit Workshop   © 2009 frog design. confidential & proprietary.   82
afternoon fun
brief and context
Leverage mobile technologies and
digitally-mediated social networks
to create a service ecosystem
that reshapes and improv...
- Identify system stakeholders
- Define key service touch-points
- Map a possible customer journey
- Include financial impli...
Human Archetype
Valerie Bridges is a 32 years old lawyer who works in a small Human Resources firm.
She has two sons: Andre...
lunch
see you at 2 PM!
fabio.sergio@frogdesign.com
Mobile Healthcare Summit Workshop
Mobile Healthcare Summit Workshop
Mobile Healthcare Summit Workshop
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Mobile Healthcare Summit Workshop

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Full-day workshop held by Fabio Sergio and Thomas Sutton on November 30 2009 at the Mobile Healthcare Industry Summit, in London (www.mobilehealthcareindustrysummit.com).

"How can your organization make the most of the emerging opportunities presented by mobile healthcare?
How do you design successful m-Health solutions?

In this full-day workshop, frog design will help you answer these questions and provide you with a toolkit to drive your company's m-Health strategy."

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Mobile Healthcare Summit Workshop

  1. Mobile Healthcare Summit Workshop November 2009
  2. We are a global innovation firm. We help the world’s leading companies create and bring to market meaningful products, services, and experiences. Our multidisciplinary process reveals valuable consumer and market insights and delivers lasting, humanizing solutions across technologies, platforms, and media. Insight Technology Inspiration Impact We discover market We leverage emerging We express opportunities We create lasting brand equity opportunities through deep technologies to define in rich visual form and business impact across insight and intuition. new product concepts to inspire and motivate multiple organizations, and experiences. organizations. systems and technologies.
  3. AGENDA morning - Introductions 15 m 9.00 - 9.15 - What is m-health? 30 m 9.15 - 9.45 - Overview and themes 1.5 h 9.45 - 11.15 break - Human Centered Design 1h 11.30 - 12.30 - Brief & context 30 m 12.30 - 13.00 lunch - Break-out sessions 2h 14.00 - 16.00 break - Group presentations 30 m 16.15 - 16.45 - Wrap-up 15 m 16.45 - 17.00
  4. breaking the ice introductions
  5. a little-known fact about yourself...
  6. definitions first what is m-health?
  7. group discussion
  8. getting serious overview and themes
  9. healthcare e-health m-health
  10. government traditional medical service providers medical institutions (hospitals) upcoming healthcare service providers communities medical general specialists practitioners family me insurances 25% friends microsoft 25% a interest groups go m h ar o personal gl bigp e int j j& el e nike roch professional traditional healthcare service providers policy
  11. well-being feeling healthy is not the same as being in good health
  12. identity people want to be recognized across service touch-points in all their healthcare interactions
  13. timescales healthcare interactions appear to be short, but are actually phrases of a long staccato conversation
  14. stories convincing narratives drive healthcare and healthcare delivery
  15. behaviors (are contagious) social networks and contextual factors are proving to be crucial factors Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary.
  16. protocol healthcare is guided by what was done before, there’s high resistance to change
  17. certainties enormous ambiguities about “what is known” in medicine: patients assume science, pros know it’s trial and error
  18. trust the doctor-patient relationship is under severe info-stress
  19. ownership who is in control of your own health?
  20. who are the pros? the market is quickly changing as new players enter the scene Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary.
  21. risk-taking medicine is naturally risk-averse, partners are needed for short-term prototyping
  22. business models money is almost never mentioned when it comes to healthcare
  23. moore’s law technological breakthroughs enable new service paradigms
  24. sensors, ubiquitous processing power everything that can be digital will be... and connected Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 25
  25. interoperability standards for seamless cross-device communication are starting to emerge Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 26
  26. thingfrastructure mash-ups and parasitic service models create new and innovative opportunity areas Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary.
  27. deep dive designing (for) awareness
  28. decisions actions habits
  29. awareness
  30. beep
  31. data streams sensors info-visualization social networks
  32. Iron Man, 1963
  33. Iron Man, 2008
  34. access to our accumulated bitcrumbs
  35. Toyota Prius
  36. MIT SENSEable City Lab
  37. Stamen Design, Cabspotting
  38. Cuban Council, Moodstats
  39. Nike+ Running
  40. tools of self-reflection
  41. Nintendo Wii Vitality
  42. Yamaha Bodibeat
  43. fitbit
  44. Dexcom Seven
  45. Proteus Biomedical
  46. frog design, e-monitors
  47. frog design, e-monitors
  48. an emerging product-service architecture
  49. Lee Maguire, 2009 “So what happens when the device that records your medical status is also the device you use to update your social connections?”
  50. -.-. . ... ... -.. . ... .. --. -. . .-. ... .... .- ...- . .... .- -.. - --- .-.. . - --. --- --- ..-. ... .. -- .--. .-.. -.-- .-. . .-.. -.-- .. -. --. --- -. ... .... . . .-. .. -. - ..- .. - .. --- -.your heartbeat.- - .. ...- .. - .- -. -.. -.-. .-. . -.-- - --- ..-. .- -.-. . .... .. --. .... . .-. -.-. .... .- .-.. .-.. . -. becomes -. -.. -.. . ...- . .-.. --. . ... --..-- .- --- .--. conversation--- ..-. --- ..- . -.. .- .--. .-. a ..- -. -.. . .-. ... - .- -. -.. .. -. -. -.. --. --- ..-. .--. . --- .--. .-.. . ... -- . -. - .- .-.. -- --- -.. . .-.. ... --..-- -.. . ... .. .-. . ... .- -. -.. -.. .-. . .- -- ... --..-- .. -. .- -.. -.. .. - .. ---
  51. but what is the nature of that conversation?
  52. Vitality GlowCap
  53. Bayer Didget
  54. frog design Temptd
  55. virtuous behavior as social currency
  56. break see you in 10 minutes!
  57. design thinking 101 human centered design
  58. HCD: A DESIGN PHILOSOPHY - Human Centered Design is a design philosophy and a process in which the needs, desires, dreams and mental models of the end-user of a product/service domain are given extensive attention at each stage of the design process. - Human Centered Design tries to structure the functioning of a service around how people can, want or need to interact with it, rather than the opposite way around. - In a Human Centered Design process end-users are involved throughout the product development life-cycle, often in a very active role (Cooperative & Participatory Design). - A Human Centered Design process is iterative in nature. Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 60
  59. HCD: THE PROCESS Foundational & Generative Research Generic Ideation Iterative (Co-)Design Prototyping Evaluative Testing Implementation Specific Delivery Identifications of behaviors, motivations, needs, desires, fears etc. Overall product/service ecosystem concept definition Detailed interaction paradigm(s), micro/macro architecture(s), design language(s) Initially: low-fidelity. Later: high-fidelity. Usability testing (and/or further research activities) Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 61
  60. FOUNDATIONAL & GENERATIVE RESEARCH - Design Research involves conducting interviews, observations and other primary and secondary research techniques designed to extract the essence of what people do (actions), what they think (attitudes) and what they feel (emotions). - Identifying unmet user needs, and determining how to add significant value to their lives must be determined with respect to the larger context of their lives. - Design research usually involves observing people in their natural habitat - at home, at work, on the road, or anywhere else. Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 62
  61. FOUNDATIONAL & GENERATIVE RESEARCH Contextual inquiry Day-in-the-life studies Market analysis Design & trend research Immersion tours Customer journey mapping Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 63
  62. HUMAN ARCHETYPES - Human Archetypes - or User Personas - are fictitious characters created to represent the intended user(s) of a product/service within a psycho-demographic group. - Human Archetypes incarnate the motivations, goals and desires of end-users identified during the research phase. - Human Archetypes can be simple or highly detailed, and include the user’s socio-cultural and psychological context, his/her attitude(s), mental models, preferred behaviors etc. - Based on marketing indications Human Archetypes are often divided in primary, secondary and ad-hoc groups. Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 64
  63. HUMAN ARCHETYPES Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 65
  64. USER SCENARIOS - User Scenarios are stories that illustrate how people will use a product/service to carry out their tasks in a specified context. - Scenarios are user and task-centric Use Cases, that provide examples of usage as an input to design activities. - Human Archetypes are incorporated in Scenarios as main actors. - Scenarios can be communicated via various media: text, comics, cartoon-like (Flash) animations, videos etc. Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 66
  65. USER SCENARIOS Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 67
  66. USER SCENARIOS Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 68
  67. CUSTOMER JOURNEY motivation awareness adoption endorsement triggers exposure take action recommend USE Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 69
  68. PRODUCT/SERVICE ECOSYSTEM MAP Web application Portable media player Photo sharing on the web Mobile phone Desktop application Media center Digital camera Printed photos Digital frame Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 70
  69. CUSTOMER JOURNEY Main user actions / goals capture manage publish / view share Touchpoints Digital camera Mobile phone PC application Web site / application Portable media player Printed matter Home media center / TV Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 71
  70. CUSTOMER JOURNEY Main user actions / goals capture manage publish / view share Touchpoints Digital camera Mobile phone 1 PC application Web site / application 2 4 Portable media player Printed matter 3 Home media center / TV Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 72
  71. CUSTOMER JOURNEY Main user actions / goals capture manage publish / view share Touchpoints Digital camera 1 Mobile phone PC application 2 Web site / application Portable media player Printed matter Home media center / TV 3 Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 73
  72. case study project masiluleke
  73. project masiluleke Pop!Tech, iTeach, Praekelt, frog design, Aricent, MTN, NokiaSiemens, National Geographic Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary.
  74. Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 76
  75. “All experts agree that earlier diagnosis and treatment are the only e ective ways to combat this epidemic. A key to this is how do you deliver information – which is what a diagnosis is – at the lowest possible cost.” George Whitesides University Professor of Chemistry, Harvard Founder, Diagnostics For All Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 77
  76. IMMERSION SYNTHESIS CONCEPT DEVELOPMENT SERVICE DESIGN Observational Research Ideation Sessions User Scenarios System Design Focus Groups Design Principles Customer Journey Maps Staging Plan Intercept Interviews Filtering Design Concepts Prototyping Expert Interviews Prioritization Focus Group Testing Pilot testing Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 78
  77. increasing awareness October 2008, 50.000.000 messages, 300% increase in calls to National AIDS Help Line, 5000 calls/day Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 79
  78. facilitating testing low cost in-home self-test kit, mobile support, easy local production and assembly Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 80
  79. “I think they would “It is important, and this “We are all looking forward system can be easy, love this kind of test. b e c a u s e p e o p l e a re to them! You need to hurry afraid. up and get them out, so I People are so afraid Everyone needs to know don’t have to see my other to go to the clinic.” their status.” friends die.” Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary.
  80. CUSTOMER JOURNEY, BECKY 19 Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 82
  81. afternoon fun brief and context
  82. Leverage mobile technologies and digitally-mediated social networks to create a service ecosystem that reshapes and improves the patient-physician relationship
  83. - Identify system stakeholders - Define key service touch-points - Map a possible customer journey - Include financial implications
  84. Human Archetype Valerie Bridges is a 32 years old lawyer who works in a small Human Resources firm. She has two sons: Andrew, who’s 6, and David, who’s 2. Valerie recently relocated together with her husband to be closer to her aging parents, and she’s had to recreate from scratch all the ties to the local healthcare system she had managed to streamline where they lived before: she has little knowledge of the local professional landscape, and only a few contacts to rely upon Valerie is a strong believer in homeopathy, and now that the time to choose a state- provided general practitioner for her family has come she’s worried that it will be one that sees such practices as mumbo-jumbo at best. To make sure her sons are taken care of according to her values she’s found a respected homeopath who’s also a certified pediatrician, but of course such a choice comes with high economic implications, and since the specialist is in very high demand it’s also often complex to get an appointment, so the phone has becomes Valerie’s main tool in getting quick answers or advice, but it’s not always easy when facing emergencies. Valerie loves to feel actively engaged with the local community, and has started to participate to parents meetings in her older son’s school. Valerie considers herself unafraid of technology, and her husband has just gifted her with new iPhone, which she likes to show o every now and then. She also has a Facebook account which is her nighttime pastime... when the kids are asleep.
  85. lunch see you at 2 PM!
  86. fabio.sergio@frogdesign.com

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