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."

1. Mobile Healthcare Summit
Workshop
November 2009

3. 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.

4. 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

5. breaking the ice
introductions

6. a little-known fact
about yourself...

7. definitions first
what is m-health?

8. group discussion

9. getting serious
overview and themes

10. healthcare
e-health
m-health

11. 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

12. well-being
feeling healthy is not the same as being in good health

13. identity
people want to be recognized across service touch-points in all their healthcare interactions

14. timescales
healthcare interactions appear to be short, but are actually phrases of a long staccato conversation

15. stories
convincing narratives drive healthcare and healthcare delivery

16. behaviors (are contagious)
social networks and contextual factors are proving to be crucial factors
Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary.

17. protocol
healthcare is guided by what was done before, there’s high resistance to change

18. certainties
enormous ambiguities about “what is known” in medicine: patients assume science, pros know it’s trial and error

19. trust
the doctor-patient relationship is under severe info-stress

20. ownership
who is in control of your own health?

21. who are the pros?
the market is quickly changing as new players enter the scene
Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary.

22. risk-taking
medicine is naturally risk-averse, partners are needed for short-term prototyping

23. business models
money is almost never mentioned when it comes to healthcare

24. moore’s law
technological breakthroughs enable new service paradigms

25. sensors, ubiquitous processing power
everything that can be digital will be... and connected
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26. interoperability
standards for seamless cross-device communication are starting to emerge
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27. thingfrastructure
mash-ups and parasitic service models create new and innovative opportunity areas
Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary.

28. deep dive
designing (for) awareness

29. decisions
actions
habits

30. awareness

31. beep

32. data streams
sensors
info-visualization
social networks

33. Iron Man, 1963

34. Iron Man, 2008

36. access
to our accumulated
bitcrumbs

37. Toyota Prius

38. MIT SENSEable City Lab

39. Stamen Design, Cabspotting

40. Cuban Council, Moodstats

41. Nike+ Running

42. tools
of self-reflection

43. Nintendo Wii Vitality

44. Yamaha Bodibeat

45. fitbit

46. Dexcom Seven

47. Proteus Biomedical

48. frog design, e-monitors

49. frog design, e-monitors

50. an emerging
product-service
architecture

51. 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?”

52. -.-. . ... ... -.. . ... .. --.
-. . .-. ... .... .- ...- . .... .- -.. -
--- .-.. . - --. --- --- ..-. ... ..
-- .--. .-.. -.-- .-. . .-.. -.-- .. -. --.
--- -. ... .... . . .-. .. -. - ..- .. - ..
--- -.your heartbeat.- - .. ...- .. -
.- -. -.. -.-. .-. .
-.-- - --- ..-. .- -.-. . .... ..
--. .... . .-. -.-. .... .- .-.. .-.. . -.
becomes -. -.. -.. . ...- . .-..
--. . ... --..-- .-
--- .--. conversation--- ..-. --- ..-
. -.. .- .--. .-.
a ..- -. -.. . .-. ... - .- -. -.. .. -.
-. -..
--. --- ..-. .--. . --- .--. .-.. . ...
-- . -. - .- .-.. -- --- -.. . .-.. ... --..--
-.. . ... .. .-. . ... .- -. -.. -.. .-. . .-
-- ... --..-- .. -. .- -.. -.. .. - .. ---

53. but what is
the nature
of that conversation?

54. Vitality GlowCap

55. Bayer Didget

56. frog design Temptd

57. virtuous behavior
as social currency

58. break
see you in 10 minutes!

59. design thinking 101
human centered design

60. 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

61. 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)
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62. 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

63. FOUNDATIONAL & GENERATIVE RESEARCH
Contextual inquiry Day-in-the-life studies Market analysis
Design & trend research Immersion tours Customer journey mapping
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64. 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.
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65. HUMAN ARCHETYPES
Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 65

66. 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

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

68. USER SCENARIOS
Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 68

69. CUSTOMER JOURNEY
motivation awareness adoption endorsement
triggers exposure take action recommend
USE
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70. 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
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71. 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

72. 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

73. 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

74. case study
project masiluleke

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

76. Mobile Healthcare Summit Workshop © 2009 frog design. confidential & proprietary. 76

77. “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

78. 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

79. 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

80. 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

81. “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.

82. CUSTOMER JOURNEY, BECKY 19
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83. afternoon fun
brief and context

84. Leverage mobile technologies and
digitally-mediated social networks
to create a service ecosystem
that reshapes and improves
the patient-physician relationship

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

86. 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.

87. lunch
see you at 2 PM!

89. fabio.sergio@frogdesign.com