1.
/THE
SPACE OF SERVICES
CARING PLACES:
New Architectural Considerations
For the care of those affected by cancer
Washington University Studio | Snøhetta
Infusion Center, unkown
Infusion Center, MSK Cancer Center, Brooklyn, NY
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

2.
/THE
SPACE OF SERVICES
WHAT DOES A GOOD SERVICE LOOK LIKE?
radio shack
apple store
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

3.
/THE
SPACE OF SERVICES
Four shifts have occurred which are changing
the role of designers: what and how they
ought to design and for/with whom
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

4.
mobility
• New patterns of use
• Connectivity across locations
• New time/space conventions
• Abundant and mobile devices
participation
• Social production
• Mass collaboration
• DIY making
• Authority/authorship
personalization
• Identity
• Mass customization
sharing
• From ownership to membership
• Community
• Sustainability
© copyright 02/06/2012 | Washington University Snøhetta Studio | Liz Burow

5.
To respond to these shifts, the job of the designer
moves from delivering something people use to
continuously supporting use, employing design
strategy to meet user needs and business goals and
to assess and refine design in an ongoing way.
DESIGN AS SUPPORT
delivery support
Design as an end Design as a means
© copyright 02/06/2012 | Washington University Snøhetta Studio | Liz Burow

6.
Rather than thinking of space as a container, think of
it as a system of services designed to support people
and activities which create experiences.
SPACE AS PLATFORM
container services
Design information, Design Experiences
objects and spaces
© copyright 02/06/2012 | Washington University Snøhetta Studio | Liz Burow

7.
Thinking of space as a system of services means
identifying the different types of services and
designing the interactions among people, objects,
information, technology, services, and space.
HOSTING A SYSTEM
Entering Locating Hosting
• Ticketing • Finding others • Introductions
• Coat/Bag Check • Finding resources • Concierge
• Orientation • Circulating/traveling • Training/Orientation
• Security • Food
Think about the last time
Advising Facilitating Capturing you were at a party with
• Consulting • Planning/organizing • Monitoring usage
• Training • Guiding/prompting • Documenting activity a great host. The host
• Demonstrating • Questioning • Displaying use welcomed you, made you
feel comfortable, showed
you around, introduced
you to other guests, maybe
Connecting Sharing Exchanging encouraged you to try a new
food, and made sure you had a
• Network connectivity • Scheduling • Goods
• AV conferencing • Accessing • Services good time. Hosting is a service
• Communicating • Booking • Information that needs to be designed
• Coordinating along with the space.
© copyright 02/06/2012 | Washington University Snøhetta Studio | Liz Burow

8.
Designing space as a system of services means
considering a variety of different factors and their
relationships:
DESIGN CONSIDERATIONS
• expectations for consistency
• hand-offs and adjacencies
• visibility
• error recovery
• level of specialization
• schedule/time
• use/reuse
• degree of assistance
• durability
• persistence
© copyright 02/06/2012 | Washington University Snøhetta Studio | Liz Burow

9.
/SERVICE DESIGN
ACTIVITIES:
• body storming
• prototyping
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

10.
affinity mapping
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

11.
context
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

12.
point of view
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

13.
enact scenarios
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

14.
personify objects
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

15.
assign roles
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

16.
identify design opportunities
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

17.
Storyboard planning
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

18.
Storyboard mapping
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

19.
Storyboarding
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

20.
/SERVICE DESIGN
TOOLS:
• stakeholder diagram
• persona profile
• journey mapping
• storyboarding
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

21.
Stakeholder diagram/Affinity Mapping
[stakeholder
sub groups]
[stakeholder]
[stakeholder]
]
et
[g
[g
et
]
e]
iv
[g
[g
iv
e]
[stakeholder]
[organization] [stakeholder]
[stakeholder]
[stakeholder]
adapted by Gamestorming: A playbook for innovators, rule-breakers and changemakers
by Dave Gray, Sunni Brown, John Macanufo
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

22.
Stakeholder diagram/matrix Mapping
low power high power
high interest high interest
[stakeholder] [stakeholder]
[stakeholder]
[stakeholder]
[organization]
[stakeholder] [stakeholder]
[stakeholder] [stakeholder]
low power high power
low interest low interest
adapted by Gamestorming: A playbook for innovators, rule-breakers and changemakers
by Dave Gray, Sunni Brown, John Macanufo
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

23.
Persona Profile/
NAME: USER TYPE:
AGE:
BACKGROUND INFO:
MOTIVATIONS:
VA
BEHAVIORS:
A
LIMITATIONS:
TA
KEYWORDS:
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

24.
Customer Journey Map/
touchpoint activity environment interaction object users
BEFORE
DURING
AFTER
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

25.
Storyboarding/
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

26.
/THE
SPACE OF SERVICES
CASE STUDY:
hellosmile | hellolab.org
Jackson Heights, New York hellosmile, Jackson Heights, NY
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

27.
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

28.
WHY 02/06/2012 | Washington University Snøhetta Studio | Liz Burow

29.
100
children
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

30.
100 50
children cavities
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

31.
100 50
children cavities
(20 kids have 6 or
more cavities)
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

32.
100 50
cavities
17
children obsesity
(20 kids have 6 or
more cavities)
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

33.
100 50
cavities
17 12
children obsesityasthma
(20 kids have 6 or
more cavities)
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

34.
100 50 17 12 .25
children cavities obsesity asthma diabetes
(20 kids have 6 or
more cavities)
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

35.
income level
education level
100 50 17 12 .25
diabetes
children cavities obsesityasthma
(20 kids have 6 or
more cavities)
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

36.
“ The greatest short coming in health care is
we have got the diagnosis wrong, we need to
take a step back and see what we are treating
so that we can get to the ROOT cause.
We must change the context and create
environments that encourage
healthier choices”
-Thomas Frieden, Director CDC
Former commissioner of health NYC
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

37.
New York City Bronx
pop. 8.2 million pop. 1.38 million
We at
Where we started believ
child,
what
he or
Harlem, NY
pop. 215,700 Ella McQueen deser
Queens
Boys Center,
Harlem, NY
qualit
Manhattan pop. 2.23 million
pop. 1.58 million At hellosmi
strengthen
Jackson Heights, NY integrity. In
Kids Dental
pop. 41,600 away from c
Jackson Hieghts, NY
companies
Corona, NY Kids Dental
pop. 74,860 Corona, NY Providers th
treatment m
Sunnyside, NY Kids Dental & Braces shoot great
pop. 28,120 Sunnyside, NY hellosmile;
Woodside, NY and we leve
pop. 88,340 Kids Dental Village
margins.
Woodside, NY
Parkslope, NY
pop. 65,050 Parkslope Kids Dnetal & Braces
Parkslope, NY
02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Brooklyn

38.
Where we started
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

39.
our new approach
SERVICE
DESIGN
THINKING AS
‘SOCIAL GLUE’ 02/06/2012 | Washington University Snøhetta Studio | Liz Burow

40.
user-centered
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

41.
co-creative
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

42.
evidencing
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

43.
sequencing
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

44.
holistic design
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

45.
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

46.
systems thinking
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

47.
interviews
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

48.
observations
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

49.
body storming
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

50.
prototyping
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

51.
our focus
RECRUIMENT&
RETENTION 02/06/2012 | Washington University Snøhetta Studio | Liz Burow

52.
The problem: 2) service experience
– in clinic treatment
unfriendly
inconvienient
expensive
1) pre-service experience uncomfortable
– marketing & outreach
disenchanting generic
WHY DON’T culturally
insensitive
PATIENTS
COME BACK? mis-trust
In a typical clinic, on average disenfranchis-
only 20% of patients return ing complicated
for regular check-ups.
under-valued
3) post-service experience
– lasting impressions, motivation to return
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

53.
Our goal: 2) service experience
– in clinic treatment
friendly
convienient
comfortable
1) pre-service experience empowering
– marketing & outreach
affordable
GET memorable
PATIENTS TO culturally relevant
RETURN valuable
sensitive
meaningful
In order for a preventative care
practice to work, rentention of
patients is key. The goal is to
have 100% of patients return for
regular check-ups. 3) post-service experience
– lasting impressions, motivation to return
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

54.
Our solution:
CREATE VALUE
THROUGH wow
ENGAGEMENT
team leader
HEALTH COACH
(mid- level healthcare provider)
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

55.
What makes up the
“wow!” experience?
1. Phone Conversation 2. Outside environment 3. Walking in 4. Warm greeting 5. Forms + passport
6. Journey to the chair 7. Assessment 8. Teaching 9. Fond Farewell 10. Word of mouth
+ treatment conversation
–A TRUSTING & COMPASSIONATE RELATIONSHIP
where do you start?
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

56.
our focus
RECRUIT
LOCAL
TALENT 02/06/2012 | Washington University Snøhetta Studio | Liz Burow

57.
team building from bottom-up,
growth & opportunity
H
L3 DOCTOR
L3
HYGIENIST
L2 HELLO CERT.
L1 CDA CERT.
DANB CERT. 3+ years with hellosmile
hellosmile curriculum cert.
T 400 hours community
CARE SPEC. service cert. 240 hours
collective leadership cert.
TRAINEE 120 hours
Successful completion of
RDA license NY State
HIGH SCHOOL Successful completion of
Community Leadership
Program.
Successful completion of
Dental Assisting National
Boards with Certification
(2year process).
Dental Assiting Certificate
or 2 years of Dental
Assisting with letter of
recommendation from
employer 120 hours of
hellosmile training.
Current enrollment
towards GED or
High School Equivalent.
$8 hr $10+ hr $12+ hr $14+ hr $15+ hr $22+ hr $50+ hr
1 Year 2 Years 2 Years 2 1/2 Years 3 Years 4 1/2 Years 8 Years
*LLC CLINICAL LEAD CLINICAL CLINICAL
ASSOCIATE ASSOCIATE COORDINATOR*
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

58.
teaching and learning strategies
BLENDED LEARNING PROGRAMS
ONE ON ONE E-LEARNING
COACHING/MENTORY
HANDS ON LEARNING
GROUP LEARNING
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

59.
roles and engagement
24 hours 7 days a week | Hablamos español
HEALTH COACH
Preventive Expert
Make an appointment at
hellosmile clinic open
7 days a week Request hellosmile
oral Health kit
Ask insurance and
eligibility question Find out about Cavity Free
program prizes
Schedule a Community
Oral health questions Health Workshop
Systemic health questions
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

60.
our focus
REWARD
MEMBERSHIP 02/06/2012 | Washington University Snøhetta Studio | Liz Burow

61.
The healthcare landscape
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

62.
The Passport Incentive Program
WELCOME ABOARD! BE A PART OF THE CAVITY FREE CLUB
Have you received your AND REMEMBER TO BRING YOUR PASSPORT TO EACH
DENTAL VISIT.
passport today?
1 Get your passport 2 1st Visit 3 2nd Visit 4 3rd Visit 5 Get your raffle ticket and 6 And a chance to
a complementary gift
K E
C FL
ET
TI AF
R
Make an appointment, Get a stamp and a small giſt at each visit or 2 Once you have 3 stamps Participate for a
get your passport and stamps and a bigger reward if you are cavity free. on your passport. Get a chance to win big!
a free Health Kit. raffle ticket and a
complementary giſt.
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

63.
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

64.
Customer Journey
touchpoint activity environment interaction object users
Storytime, play Schools/classrooms, call/response, storybook, puppets, kids age 0-6, care-givers,
outreach
BEFORE
games, sing songs daycare, fairs check-ups toys, tooth brushes teachers, volunteers
phone call phone call, call center work phone conversation, phone, computer parents/care-givers,
introductions station data entry telehealth coach
walking in front door lobby of clinic orientation, talking chair, desk, parents/care-givers,
enter clinic
with receptionist computer lobby receptionist
forms filling out forms waiting area of writing on forms laminate forms parents/care-givers
lobby on lap
have photo taken, photobooth in photoshoot in booth camera, chair, parents/care-givers, kid
passport given passport lobby of clinic backdrop, passport health coach
DURING
x-ray get xray of teeth xray room talking, sitting chair, xray machine parents/care-givers, kid
still health coach
assessment/ lay back in chair treatment room, taking direction treatment chair, toys kid, health coach
needs walls, ceiling from health coach pillows
treatments/ treat teeth, talk lobby of clinic distraction games, sunglasses, mirror, parents/care-givers,
conversation about teeth toys, visual cues puppets, pamphlet kid, health coach, dentist
stamp/ stamp passport, get between chair and pick rewards, reward toys, raffle parents/care-givers,
reward small reward lobby stamping tickets, box kid, health coach
make next lobby of clinic, or discussion about flyers, appmt card, parents/care-givers,
farwell appointment at side kiosk tips for home healthcare products health coach
at home brushing reward bathroom/house conversations, toothbrush, games, parents/care-givers,
AFTER
games, reminders play games rewards, telehealth coach
phone-call phone-call, house, or city conversation, phone, calandar, parents/care-givers,
follow-up reminders computer telehealth coach
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

65.
Customer Experience- in clinic
1) ENTER CLINIC
• greeted by signage
2) INTRODUCTIONS/FORMS 5
• receptionist greeting
3) FILL FORMS OUT, PLAY, WAIT
• toys, entertainment in lobby relate to
healthy habits, eating
4) INTRODUCTION TO HEALTH COACH,
6
PASSPORT SYSTEM
• highfive health coach 4
• get photo taken in photobooth
• get passport, and photo printed
• photo pinned up on membership photowall
5) JOURNEY TO CHAIR
•assessment/ treatment 3
• follow-up healthy eating/habits
2
conversation
• Make next appoinment
6) REWARDS/ PASSPORT STAMP
• balloon or small reward health coach
• stamp for coming to check-up
• Fond farewell child
parent/care-giver
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

66.
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

67.
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

68.
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

69.
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

70.
02/06/2012 | Washington University Snøhetta Studio | Liz Burow