A talk I gave at Digital Health Professionals network sharing our views on Service Design and Health and Wellness.

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2. | DESIGN AND INNOVATION FROM ACCENTURE INTERACTIVE | © FJORD 2013. CONFIDENTIAL Page 4
We help the world’s leading businesses create
great services through the power of design
LONDON • HELSINKI • BERLIN • MADRID • NEW YORK • STOCKHOLM • PARIS • SAN FRANCISCO • ISTANBUL

3. | DESIGN AND INNOVATION FROM ACCENTURE INTERACTIVE | © FJORD 2013. CONFIDENTIAL Page 5
We work with the world’s top brands

4. We help our clients in powerful transformations
PIVOT
“I SPEND MY LIFE
ON THIS APP.”
ACCELERATE
“CITIBANK'S TABLET APP
TRANSFORMS THE DIGITAL
BANKING EXPERIENCE”
DISRUPT
“YOU'VE REALLY PUSHED US TO
THINK DIFFERENT ABOUT MOBILE
PAYMENTS, AND THE DELIGHT YOU'VE
CREATED IN THIS WORK
ARE UNIQUE IN THIS CATEGORY”
iTunes App Store Review
from IsThis15Letters
— Forrester, 2012 — — Head of Product Division at Intuit —
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5. Our engagements are unique, but we
use standard methods
Not all engagements include all phases, and methods are not fixed to
specific phases. Often methods are reinvented based on client needs
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DISCOVER DESCRIBE DESIGN DEVELOP RELEASE

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Health and Wellness
How digital technology is transforming the Health and Wellness sector.
And how it affects digital service design.

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The digitally literate
turn into e-Patients

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Who needs doctors, anyway?

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Medical and consumer technology
merge together

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Quantification is moving from
sports to well-being

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The smartphone
turns into
a diagnostic tool
Measuring his
heart rate

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The aspiration

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The Doctor-Patient Gap
DOCTOR PATIENT

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“The patient is the most underused
resource in medicine.”
David deBronkart

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Patient generated data

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Technology + User Centred Design
• Poka-Yoke
(mistake proofing)
• Usability
• Ergonomics
• Human-Computer-
Interaction
• Communication

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This did not replace
the doctor.
Nor will this.

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What if...

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What if...

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FROM DOCTOR TO COACH
FROM PATIENT TO PLAYER

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DESIGNER-DOCTOR
COLLABORATION

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Paediatric Growth Chart

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Harvard Medical School

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The Numbers Challenge

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“Don’t confuse data
with information!”

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WISDOM
KNOWLEDGE
INFORMATION
Meaning from data
UNDERSTANDING
DATA
CONTEXT
understanding
relations
understanding
patterns
understanding
principles

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The element that
went missing

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Mechanised systems

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Don’t freak people out
Probably nothing 82%

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Adding
context
BEFORE
AFTER

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Adding
context
Test Name In Range Out of Range Reference Range Lab
CHOLESTEROL 211 125-209 mg/dL 63
BEFORE
AFTER

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Glorified pedometers

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From achieving to maintaining.

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Chart Fatigue
So What?

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Benefit VS Cost

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What if...

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The Behavioural Change
Challenge

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Learn from gaming
This is a leader board, you just don’t see
the names of the other players.

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Feedback Loop

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The power of habit

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Introducing new habits is complex
EDUCATIONENFORCEMENTENGAGEMENT

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What if...

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What if...

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What if...

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Summary
Doctor-Patient Gap
1. From doctor to coach
2. From patient to player
Numbers
1. Turn data into information
2. Beware too much automation
3. Chart Fatigue: Move beyond numbers
Behaviour Change
1. Create feedback loops
2. Build on top of habits

47. www.fjordnet.com@fjordnet martin.charlier@fjord.co.uk
THANKS
Martin Charlier
@marcharlier
Martin.Charlier@fjord.co.uk