The document discusses how to apply design thinking to coordinating healthcare service delivery. It begins with comparing healthcare to hospitality and how the latter meets all customer needs so they can focus on the experience. It then discusses engaging healthcare staff in the design process from both the outside in and inside out. The rest of the document outlines the design process, including understanding through research, visioning future scenarios, planning with tools like user personas and journey maps, implementing with prototyping, and change management. The key takeaway is that healthcare design should systematically design services to enable a patient's healing work over time across environments, with staff as the main designers.

1. coordinating service delivery:
how to apply design thinking

2. welcome!
Adam Griff
Director, brightspot strategy
adam@brightspotstrategy.com

3. Agenda
01 rethinking services: connections between healthcare and hospitality
02 healthcare staff as service designers
03 process, methods, and tools
04 wrap up

4. Share!
(@brightspotter)
#HHDS

5. my experience

6. 6brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
brightspot designs engaging
experiences.
Experiences that use learning to connect
people to a purpose, a brand,
information, and each other.
We partner with leading corporations,
universities, and cultural institutions to
increase the engagement of their
employees, customers, students, and
audiences.
about brightspot
engagement

7. 7brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
Cultural
UT Austin Alumni Center Fortune 25 Financial Services Company Smithsonian Institution
hospitality
Experiences focused on personal and organizational learning.
CorporateHigher Education

8. 8brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
healthcare
Encouraging engagement, innovation, and health through the workplace experience
Planned Parenthood Fortune 25 Healthcare Company

9. How are healthcare and hospitality
experiences connected?

10. 10brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
Hall Porters, Ritz Carlton, London,
Hospitality approach to services
Meeting every need so guest can focus on the experience, not the logistics

11. 11brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
Healthcare’s free labor pool
Minimally Disruptive Medicine: Carl May, Victor Montori, & Frances Mair
Jodi Valera, Advances in Clinical Medicine,
August 18, 2014
“What I didn't understand was the burden patients face
in managing the health care system: a massive web of
doctors, insurers, pharmacies, and other silo-ed actors
that seem intent on not talking with one another. That
unenviable task gets left to the patient, the secret glue
that holds the system together.
For me, this feels like a part-time job where the pay is
lousy, the hours inconvenient, and the stakes incredibly
high” – Sarah Kliff, Vox: June 1st, 2016

12. 12brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
The Partnership for Solutions, 2004. Chronic conditions making the
case for ongoing care.
Caregiver as concierge
Managing healthcare isn’t limited to the patient
Caregivers spend 13 hours per
month research care services
or information on disease,
coordinating care, and/or
managing financial matters.
Of the family caregivers who
provide complex chronic care,
46% perform medical and
nursing tasks

13. Healthcare experience should enable focus on
healing and emotional well-being

14. 14brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
Atlantis, Bahamas
Hospitality approach to space
Singular, distinctive, creating another world

15. 15brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
Outside the hospital’s
four walls
On-demand Mobile &
Internet-of-Things
Sloan Kettering Infusion Center, Brooklyn Minute Clinic Zephyr Anywhere Biofeedback
Distributed places of care
Decentralized and integrated into daily life of patients and their caregivers

16. 16brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
Designing a system
Experience design isn’t limited to a single event or a single place
occurs over time
interaction of multiple actors
creating long term value (not single
exchange goods or services)

17. 17brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
Cost
Complex problem, limited resources
Context
Capabilities
How will you design and deliver great service efficiently and effectively?

18. staff participate in the
design of their work

19. 19brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
User research that leads to
design insights, keeping
promises at all
touchpoints, and
encouraging ongoing
dialogue.
from the outside in

20. 20brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
Engage and empower
employees in service and
organizational planning to
improve experiences and
ensure activities are
sustainable in the long
term.
from the inside out

21. thinking and working as a
designer

22. 22brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
PROTOTYPE
RESEARCH
participatory design
CO-CREATION
SYNTHESIS

23. 23brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
four stages of design process

24. understanding

25. 25brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
big data and thick data
Understanding behavior patterns and emotional meaning

26. 26brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
stakeholder mapping

27. 27brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
experience models
Experience models, created by synthesizing research data, can help to identify key
moments in experiences as well as opportunities to better support them.
discovering
g focusingshowcasing
creating growing

28. visioning

29. 29brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
scenario planning
A comfortable and casual place where the alumni and Texas Exes
members can meet and socialize. A flexible workspace for Texas Exes
staff to use dynamically to support their work.
An intimate environment for alumni and Texas Exes members to have
dedicated spaces for events and formal programs. Distinction between
internal (work) and external (event) spaces.
A comfortable and casual place that draws in the larger community to
a dynamic location that enables informal interaction and collaboration.
Flexible work environment for Texas Exes staff.
A landmark space that draws in the larger community for events and
formal programs. Distinction between internal (work) and external
(event) spaces.
Living Room
INFORMAL
INWARDLOOKING
OUTWARDFACING
FORMAL
Private Club
Community Center
Cultural Venue
Understanding key drivers of change to set a future vision that is resilient and adaptable

30. 30brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
discovery
Researching different models and industries for translation and hybridization

31. planning

32. 32brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
user personas Smithsonian Institution
To think through the lens of users, we often create personas and describe their
motivations, behaviors, and expectations.

33. 33brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
user experience maps
User experience maps tie together activities, spaces, services, people, and resources.
They can be used to analyze current experiences, envision ideal experiences, and help
create and test design at each interaction.

34. 34brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
service blueprint
Walgreens
Show how a service will be delivered including physical evidence, staff actions,
and infrastructure to deliver service across different channels

35. 35brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
service points
Designing the experience and operations of places where users and services interact
Walgreens

36. 36brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
service points
Walgreens

37. implementing

38. 38brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
prototyping
Truly capture operational requirements and build staff engagement and commitment

39. 39brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
Leverage varying degrees of fidelity to test new ides
Experience
Mapping
Tangible Ideas
Read
Through
Service Scripts
Walk
Through
Low-Fi
Mock-Up
Dress
Rehearsal
Staff Actors
Pilot
Real Users
increasing fidelity
pilot types

40. 40brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
roadmap
Strategically plan pilots to be efficient about resources and clear about you want to learn

41. 41brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
change management
Integrate change management into design and planning through a participatory process.
Change
Management
Design Design
Change
Management
Participatory Design

42. takeaways

43. 43brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
The patient’s work is healing, not healthcare.
Design services systematically to enable that
work, over time and across environments.
The key designer in your organization is your
organization.
Designing the healthcare experience