Good practice case study - Clinical User Experience at the NHS

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Good practice case study:
Clinical User Experience at the NHS
Dr Gyles Morrison MBBS
Clinical UX Specialist

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Dr Gyles Morrison @DrHyphen Doc Gyles Morrison gm@dr-hyphen.co.uk

“Behind every product
decision is our desire to
let people communicate
anywhere in the world
without barriers”
WhatsApp’s Mission
I love using WhatsApp
because of what they
stand for.

In 2002, NHS England wanted to go paperless, nationwide.

"If I live in Bradford and fall ill in
Birmingham, I want the NHS to be able
to treat me,"
Tony Blair – Ex UK Prime Minister
1998

National
Programme for IT
(NPfIT)
The British Prime Minister at the time, Mr Tony Blair, was keen to improve the NHS and set aside £6
Billion to digitise the service. The project was known as the National Programme for IT, or NPfIT
(pronounced N P FIT) for short and started in 2004

£12-20 Billion
After 8 years of delays and failures to deliver what was first
envisioned, the subsequent British coalition government
ended the project in 2012. In the end the budget spiralled to
much larger figure which is still not fully known. But it is
believed to be between £12 Billion and £20 Billion.

There were numerous reasons
for the failures including:
• Top down leadership
• Lack of input from clinicians
• Failure to address user needs
• Poor contract negotiations

“…an international pioneer of citizen-led service design”
Scottish Government’s digital strategy, July 2017
NHS Scotland hopes to right the
wrongs of NHS England with their
own transformational process..

A report by the Nuffield Trust
outlines key facts about the
efforts of NHS Scotland

NHS Scotland
• Has a consistent agenda
• One large team, with many players
• Government
• Academics
• Healthcare providers
• Private Sector
• Third Sector
• They conduct small scale tests, then have a large scale roll out
• See importance of training and educating frontline staff
• Work with a user-centred approach involving co-design

“People don't buy what you do; they buy
why you do it. And what you do simply
proves what you believe”
Simon Sinek
Start with Why: How Great Leaders Inspire Everyone to Take Action

Simon Sinek in his book
Start With Why explains the
importance of developing a
business around the core
principle behind what
drives you to do business
in the first place.

“No society can legitimately
call itself civilized if a sick
person is denied medical aid
because of lack of means.”
Aneurin Bevan – Ex British Health Minister
3 August 1945 – 17 January 1951
Health Minister, Mr Aneurin
Bevan, had a powerful reason
for starting the NHS on July
5th 1948

1
Meet the needs
of everyone
2
Be free at the
point of delivery
3
Be based on clinical
need, not ability to pay
NHS Founding Principles

What do
you do?

Everyone deserves
to be healthy
User research,
design thinking,
iterative design,
visual design
Clinical UX!!!
Everyone working in
healthcare should
generally have the
same Why, but their
How and What can
be radically
different, as is the
case for me.

Optimised UX is
vital for the future of
healthcare

What is UX?

What is UX?
UX stands for User Experience
It relates to the experiences people have
when interacting with the designed world

What is UX?
Experience involves
emotions, skills and
knowledge gained
from an interaction.

What is UX?
Interactions can be measured for their
usability, accessibility, and pleasure.

Accessibility relates to
people being capable of
interacting with a product
or service regardless of
perceived inabilities or
challenges.
Examples include physical
disability, age or language.
Usability is about the
ease of use and
learnability of anything
that has been designed.
For example, a remote
for a TV you have never
used before should be
easy to use and its
functions quick to learn.
Pleasure correlates with
happiness in an
experience. It is key in
building trust,
developing loyalty and
ensuring repeated use
with a product or service.

Good usability and accessibility
Not very fun

Looks beautiful
Bad usability and accessibility

Good usability, accessibility and pleasure
Good experience

UX
Specialist
UX Designer
UX Consultant
Interaction
Designer
Service Designer
Product Designer

What is a UX
Specialist?

What is a UX Specialist?
A professional who optimises the usability,
accessibility and pleasure of technology and
services.

What is a Healthcare UX Specialist?
A professional who optimises the usability,
accessibility and pleasure of Healthcare
technology and services.

What is a Clinical UX Specialist?
A clinical trained professional who
optimises the usability, accessibility and
pleasure of Healthcare technology and
services.

What is Design Thinking?
A methodology to problem solve by
finding the right solution for the right
problem.

Right
problem(s)
Double Diamond Design Process
Discover
Research
Develop
Ideate
Define
Understand
Deliver
Create
Right
Solution(s)
Problem
situation

Patients Like Products!
Designing
Request
Requirements
User research
Iterative
design
Evaluation
Final Solution
Production
Treating Patients
Presenting
complaint
History
Examination
Investigations
Check-up
Diagnosis
Treatment

Enhance lives.
Make people happier.

Need
VS
Want
There is a difference between what we
want and what we need. For example,
many may want a MacBook to study
with, but they may simply only need a
notepad during a lecture.
We should be sensible when satisfying
both wants and needs.

DoThink
Vs
No matter how intelligent one may be, people are much
better at reacting and doing something quickly rather than
thinking quickly in a situation. This is why we get
frustrated when we have to think when completing simple
tasks such as opening a door or using a lift.

What is User Centred
Design?

What is User Centred Design?
A design philosophy where the end-
user’s needs, wants, and limitations
are a focus at all stages within the
design process.

Business
PeopleSupplier
End user/
consumer
What is User Centred Design?
There are many types of people
involved in bring about change in
the world, including businesses,
the general public or staff or a
business AKA the people, and the
suppliers who create the product
or service for people.
But at the centre should always be
the end user/consumer, which in
healthcare does not just mean the
patient. It can including clinicians
and non-clinicians as well.

What is Patient Centred Care?
A medical philosophy where the
patient’s needs, wants, and limitations
are a focus at all stages of their care.

Understanding
The application of knowledge for
higher thought processes and
performing tasks
Knowledge
Facts, information, and
skills acquired through
experience or education.
There is a difference between
knowledge and understanding. By
working as a group, we can have
more knowledge and understanding
of a situation, its problems and
potential solution

Business
PeopleSupplier
Hospitals
Start-ups
Government
Clinicians Non-Clinicians Politicians
CEO CIO
Patients
General Public
Chronically ill
Fit and healthy Carers
Hospitals
Start-ups
Corporates
GovernorsCIO
CCIO Staff
UX Unicorn
Product Owner
UXer
Sales
Marketing
At risk

ABC Players of Change
Conceivers Believers
AchieversFor any change management project to be successful,
three roles need to be fulfilled; those of the Achiever,
the Believer and the Conceiver.
One person can do all three, but it is often more efficient
to have at least two if not more. It is also common for
someone to be competent in more than one of the three
roles.
As the illustration suggests, there is often overlap
between the three roles.

Believers
Those that understand what
can be done and ensure that
potential is reached.
E.g. Project Manager, CEO,
politician
Achievers
Those that use their technical
skills and knowledge to
create products and services.
E.g. Clinician, software
developer, or engineer
Conceivers
Those that think and dream
big, with ambitious ideas that
others wouldn’t think of.
E.g. Entrepreneur, designer,
think tank.
ABC Players of Change

Many people are
needed to optimise UX
in healthcare.
How can you help?
47

@CUXASA
The Clinical UX Association
The leading
authority on
healthcare UX
We are an international group of
clinicians, UX specialists and IT
professionals who strive
to improve the quality of user
experience in healthcare across
the world. By working together, we
have the power to dramatically
improve the quality of UX in
healthcare for the benefit of all.
Copyright © Clinical User Experience Association 2018. All Rights reserved.

Dr Gyles Morrison @DrHyphen Doc Gyles Morrison gm@dr-hyphen.co.uk
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