Leah Cabrera Fischer and Aileen Heinberg of Memorial Sloan Kettering Cancer Center discuss how incorporating behavioral science into service design can help address challenges. They explain that focusing on behaviors and key experience elements can help iterate services more efficiently. Considering behaviors early allows prioritizing design principles to focus on the most important barriers and drivers. Their work highlights zooming in on details and behaviors to design robust cancer care services quickly through transdisciplinary collaboration.

1. www.service-design-network.org/sdgc#SDGC17 @SDGC17 @SDNetwork
Amplifying Service Design
with Behavioral Science
Leah Cabrera Fischer | Memorial Sloan Kettering Cancer Center
Aileen Heinberg, PhD | Memorial Sloan Kettering Cancer Center

3. Design Innovation Group

4. Would you rather...?
finger hands finger faces

5. 75% lean 25% fat
Would you rather...?

6. Details that shouldn’t
matter... do

7. A DESIGN CHALLENGE
People are complicated

8. Transdisciplinary Collaboration
How might we design services for these complicated people?

9. BehaviorsExperience
A Collaborative Challenge
Focus on different levels of experience

10. ExperienceBehaviors
A Collaborative Challenge
Focus on different levels of experience

11. Service Design
A holistic perspective

12. Maria signs up to MyMSK, where she
can access information to prepare her
for her first appointment
Small details can make or break the experience

13. Behavioral Science
A recent focus on the
impact of small details

14. Choice Architecture
Details matter. There is no neutral.

15. Choice Architecture
Focuses in on specific behaviors

16. In healthcare, we have an ethical
responsibility to design details
thoughtfully.

17. Challenge
It‘s impossible to focus on everything!

18. TAKEAWAY 1
Considering behavioral barriers
and drivers helps us iterate on
touchpoints more efficiently.

19. Enter Engage Exit + Extend
Digital
Screening
Education
Connect to
education and
resources
Test
Connection
to proper
resoruces
Digital tool
handoff
Entice
A new service model and new tools to screen those most
likely to develop cancer.

20. Behavior
Capability
Motivation
Opportunity
Behavioral science helps us zoom in on experience
elements and design details likely to matter most.
Michie et al (2011) Implementation ScienceBehavioural Insights Team
COM-BEAST
Easy
Social
TimelyAttractive

21. Information Avoidance
BARRIER

22. BARRIER
Procrastination

23. Considering behaviors early in the design
process helps us decide which design
principles to prioritize.
TAKEAWAY 2

25. A new service model to help chemo patients and their
loved ones better manage symptoms at home.PATIENT FACING
Generalist
FIRST RESPONDERS
Specialists
2ND RESPONDERS
Specialists
FINAL AUTHORITY
Algorithmic
AUTOMATED RESPONSE
Patient Primary
Oncologist
Caregivers
Other MSK
Services
24/7 Call
Center
Patient
History
Patient-facing
Mobile Interface Clinician-facing
Desktop Interface
Automated
Messages
Predictive
Analytics
Office Practice
Nurse
Advance Practice
Provider
lowHIGHVolume of Inquiries:

26. Knowledge Behavior(?)

27. Self-Efficacy
DRIVER

28. WHAT WE’VE LEARNED
Zooming in on key details and behaviors helps us
design a robust service more quickly

29. Service Design is a team sport
WHAT WE’VE LEARNED

30. www.service-design-network.org/sdgc#SDGC17 @SDGC17 @SDNetwork
Leah Cabrera Fischer
Service Designer
Memorial Sloan Kettering Cancer Center
Aileen Heinberg, PhD
Service Designer
Memorial Sloan Kettering Cancer Center
Leah | cabrerl2@mskcc.org
Aileen | heinbera@mskcc.org