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, 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.

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

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 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

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 crucial factors Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary.

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

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 connected Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 25

interoperability standards for seamless cross-device
communication are starting to emerge Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 26

thingfrastructure mash-ups and parasitic service
models create new and innovative opportunity areas Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary.

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 update your social connections?”

-.-. . ... ... -..
. ... .. --. -. . .-. ... .... .- ...- . .... .- -.. - --- .-.. . - --. --- --- ..-. ... .. -- .--. .-.. -.-- .-. . .-.. -.-- .. -. --. --- -. ... .... . . .-. .. -. - ..- .. - .. --- -.your heartbeat.- - .. ...- .. - .- -. -.. -.-. .-. . -.-- - --- ..-. .- -.-. . .... .. --. .... . .-. -.-. .... .- .-.. .-.. . -. becomes -. -.. -.. . ...- . .-.. --. . ... --..-- .- --- .--. conversation--- ..-. --- ..- . -.. .- .--. .-. a ..- -. -.. . .-. ... - .- -. -.. .. -. -. -.. --. --- ..-. .--. . --- .--. .-.. . ... -- . -. - .- .-.. -- --- -.. . .-.. ... --..-- -.. . ... .. .-. . ... .- -. -.. -.. .-. . .- -- ... --..-- .. -. .- -.. -.. .. - .. ---

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 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

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

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

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

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

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 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

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 triggers exposure take action recommend USE Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 69

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

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

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

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

case study
project masiluleke

project masiluleke Pop!Tech, iTeach, Praekelt,
frog design, Aricent, MTN, NokiaSiemens, National Geographic Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary.

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. 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

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

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

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

“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.

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 improves the patient-physician relationship

- Identify system stakeholders -
Define key service touch-points - Map a possible customer journey - Include financial implications

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.

lunch see you at 2
PM!

fabio.sergio@frogdesign.com