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Aileen Heinberg & Ankita Roy: Design Implementation with Behavioral Science

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Using case studies from our experience at Memorial Sloan Kettering Cancer Center, we will demonstrate how service designers and behavioural scientists can collaborate to increase the effectiveness of implementation. We have found that empathizing with all players within an ecosystem, combined with embedding a behavioural perspective throughout the design process, helps facilitate stakeholder buy-in and effective design rollout. Looking at the experience through a behavioural lens focused on the decisions and behaviours of all players allows for a critical reframing of issues that are initially presented as operational challenges.

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Aileen Heinberg & Ankita Roy: Design Implementation with Behavioral Science

  1. 1. www.service-design-network.org/sdgc/2018#SDGC18 @SDGC2018 @SDNetwork Bolstering Design Implementation with Behavioral Science Aileen Heinberg, PhD Ankita Roy
  2. 2. DESIGN & INNOVATION at Memorial Sloan Kettering Cancer Center
  3. 3. WOULD YOU RATHER... Receive texts about your child’s academic progress NOT Receive texts about your child’s academic progress Bergman et al, 2018
  4. 4. Enroll on district website - Standard Opt In START STOP Reply ‘Start’ to text message - Simplified Opt In Reply ‘Stop’ to text message to opt-out - Automatically Enrolled Bergman et al, 2018 EXAMPLE TEXTING PARENTS
  5. 5. Enroll on district website - Standard Opt In START STOP Reply ‘Start’ to text message - Simplified Opt In Reply ‘Stop’ to text message to opt-out - Automatically Enrolled 1%Adoption Bergman et al, 2018 EXAMPLE TEXTING PARENTS
  6. 6. Enroll on district website - Standard Opt In START STOP Reply ‘Start’ to text message - Simplified Opt In Reply ‘Stop’ to text message to opt-out - Automatically Enrolled 1%Adoption 8% Bergman et al, 2018 EXAMPLE TEXTING PARENTS
  7. 7. Enroll on district website - Standard Opt In START STOP Reply ‘Start’ to text message - Simplified Opt In Reply ‘Stop’ to text message to opt-out - Automatically Enrolled 1%Adoption 8% Bergman et al, 2018 EXAMPLE 96% TEXTING PARENTS
  8. 8. Enroll on district website - Standard Opt In START STOP Reply ‘Start’ to text message - Simplified Opt In Reply ‘Stop’ to text message to opt-out - Automatically Enrolled 1% Bergman et al, 2018 Adoption 8% 96% Grades EXAMPLE TEXTING PARENTS C- B+
  9. 9. THE DOUBLE DIAMOND DISCOVERY DESIGN Z O O M O U T Z O O M IN Z O O M O U T Z O O M IN
  10. 10. IMPLEMENTATIONDISCOVERY DESIGN SYSTEMS PERSPECTIVE CHOICE ARCHITECTURE Z O O M O U T Z O O M IN THE IMPLEMENTATION DIAMOND
  11. 11. Who is part of the system? What are the interactions? What are the inputs, outputs and processes? SYSTEMS PERSPECTIVE Meadows, 2009
  12. 12. Details matter. There is no neutral. CHOICE ARCHITECTURE Image: Maira Kalman Thaler & Sunstein, 2008
  13. 13. IMPLEMENTATIONDISCOVERY DESIGN SYSTEMS PERSPECTIVE CHOICE ARCHITECTURE Z O O M O U T Z O O M IN THE IMPLEMENTATION DIAMOND
  14. 14. Three implementation challenges emerged | 3A’s Adoption by end users Adaptation to new contexts Application by stakeholders SY ST E M S P E R SP E C T IV E C H O IC E A R C H IT E C T U R E Z O O M O U T Z O O M IN
  15. 15. ADOPTION by end users
  16. 16. Design of onboarding details can have an outsized impact on adoption.
  17. 17. EXAMPLE HPV VACCINATION
  18. 18. INFORMATION LEAKAGE People draw inferences based on the way an option is presented.
  19. 19. EXAMPLE INSIGHT CARE
  20. 20. details of decision context beyond core service touchpoints ADOPTION ZOOM OUT ZOOM IN
  21. 21. ADAPTATION to new contexts
  22. 22. Design of peripheral details can make or break success in a new context.
  23. 23. EXAMPLE BELL RINGING
  24. 24. on peripheral features important to success in a new context beyond core elements of an existing, effective intervention ADAPTATION ZOOM OUT ZOOM IN
  25. 25. APPLICATION bystakeholders
  26. 26. Addressing behavioral barriers at multiple levels of a service is critical to success
  27. 27. EXAMPLE TRANSITION TO SURVIVORSHIP
  28. 28. Enroll on district website - Standard Opt In START STOP Reply ‘Start’ to text message - Simplified Opt In Reply ‘Stop’ to text message to opt-out - Automatically Enrolled 1% Bergman et al, 2018 Adoption 8% 96% GPA EXAMPLE TEXTING PARENTS
  29. 29. Automatic enrollment is uncommon1 Impact of automatic enrollment is underestimated2 After learning actual take-up rates, willing to pay substantially more for the technology with automatic enrollment vs. opt-out 3 SURVEY OF DECISION MAKERS
  30. 30. TESTING Testing helps both designers and stakeholders make more informed decisions. It can be a powerful tool for obtaining stakeholder buy-in.
  31. 31. on barriers faced by all those critical to service provision beyond the obvious end user to others within the system APPLICATION ZOOM OUT ZOOM IN
  32. 32. 1 Choice architecture can be a practice of radical empathy that reinforces human-centered design WHAT WE’VE LEARNED
  33. 33. Extending this empathy beyond central touchpoints, features, and users helps us meet real needs in their implementation contexts 2 WHAT WE’VE LEARNED 1 Choice architecture can be a practice of radical empathy that reinforces human-centered design
  34. 34. THE IMPLEMENTATION DIAMOND | 3 A’S ADAPTATION beyond core elements of an existing, effective intervention on peripheral features important to success in a new context ADOPTION beyond the core service touchpoints on details of decision context APPLICATION beyond the obvious end user to others within the system on barriers faced by all those critical to service provision BY END USERS TO NEW CONTEXTS BY STAKEHOLDERS
  35. 35. Alice Ro Emma Erikkson Hrudaya Veena Yanamandala Javiera Arenas Lauren Katzen Ophelia Chiu Patricia Beirne Rita Rozenshteyn Raj Kottamasu Tyler Gumb Design & Innovation Memorial Sloan Kettering Cacer Center THANK YOU!
  36. 36. We would love to hear from you! Ankita Roy Service Designer Design and Innovation Memorial Sloan Kettering Cancer Center roya@mskcc.org Aileen Heinberg Behavioral Scientist Design & Innovation Memorial Sloan Kettering Cancer Center heinbera@mskcc.org www.service-design-network.org/sdgc/2018#SDGC18 @SDGC2018 @SDNetwork

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