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Design thinking and public health


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My presentation at the 2011 National Health Communication, Ma

Published in: Health & Medicine, Education

Design thinking and public health

  1. 1. Designing for Change in Public Health Programs<br />R. Craig Lefebvre, PhD<br />chief maven, socialShift<br />@chiefmaven<br />
  2. 2. What We Have Are Puzzles<br />
  3. 3. Consumer-Based Health Communications<br />
  4. 4. CDC Health Communication<br />
  5. 5. National Social Marketing Centre Customer Triangle<br />
  6. 6. What’s Next?<br />
  7. 7. An Approach to Innovation<br />
  8. 8. Design Thinking<br />A way of looking at the world with an eye toward changing it – Warren Berger, Glimmer.<br />
  9. 9. Design Process<br />
  10. 10. The Glimmer Design Principles<br />1. Ask stupid questions - What is design? Who is Bruce Mau? And, by the way, does it have to be a light bulb?<br />2. Jump fences - How do designers connect, reinvent, and recombine? And what makes them think they can do all these things?<br />3. Make hope visible - The importance of picturing possibilities and drawing conclusions.<br />4. Go deep - How do we figure out what people need - before they know they need it?<br />5. Work the metaphor - Realize what a brand or business is really about - then bring it to life through designed experiences.<br />
  11. 11. Glimmer Design Principles II<br />6. Design what you do - Can the way an organization behaves be designed?<br />7. Face consequences - Come to terms with the responsibility to design well. And recognizing what will happen if we don’t.<br />8. Embrace constraints - Design that does “more with less” is needed more than ever in today’s world.<br />9. Design for emergence - Apply the principles of transformation design to everyday life.<br />10. Begin anywhere - Small actions are more important than big plans.<br />
  12. 12. How Designers Think and Act<br />1. QUESTION everything, believing there’s always a better way.<br />2. CARE about what people actually need.  <br />3. CONNECT ideas that seem unrelated, via “smart recombinations.”<br />4. COMMIT ideas to life through visualization and prototyping.<br />5.  FAIL FORWARD.<br />
  13. 13. Design Thinking<br />Collaborative, especially with others having different and complimentary experience, to generate better work and form agreement<br />Abductive, inventing new options to find new and better solutions to new problems<br />Experimental, building prototypes and posing hypotheses, testing them, and iterating this activity to find what works and what doesn’t work to manage risk<br />Personal, considering the unique context of each problem and the people involved<br />Integrative, perceiving an entire system and its linkages<br />Interpretive, devising how to frame the problem and judge the possible solutions<br />
  14. 14. Characteristics of Services<br />Complex experiences over time<br />Multiple touchpoints<br />Lack of ownership<br />Intangibility<br />Inseparability<br />Perishability<br />Heterogeneity<br />Quality is difficult to measure<br />
  15. 15. Service Design<br /> “The design of the overall experience of a service as well as the design of the process and strategy to provide that service.”<br /> - Stefan Moritz<br />
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  18. 18. Technical Assistance<br />The providing of advice, assistance, and training pertaining to the installation, operation, and maintenance of equipment. <br />Aid given by governments and other agencies to support the economic, social and political development of developing countries.<br />The provision of advice, assistance, and training to ensure the successful development and operation of programs.<br />
  19. 19. State Early Childhood Training and Technical Assistance Network<br />
  20. 20. The Design Brief<br />What would an insanely great TA delivery system look like? <br />What would it do? <br />What would it feel like? <br />How would the world be different for a grantee that received TA through this system? For the clients who entered that grantee’s treatment program? For the Federal agency that funded this system? And for the people who provided it? <br />
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  22. 22. If you don't like change <br />you're going to like irrelevance even less.<br />