Engaging with People Through Multiple Touchpoints, Channels, and Technologies. New technologies, device types, and evolving patient expectations place a large burden on service offerings from health organizations. New technologies can be disruptive, but they can also be disrupting, especially if organizations don’t have a strategy on how to deal with the evolving landscape. Virtual reality pain management? Passive low-band telemetry data? Health monitoring? We will discuss approaches that health organizations can take to manage the ever evolving technology landscape and shifting patient dynamic from hospital care to home care.
 Facilitator: Jonathan Podolsky, VP Experience Strategy, Mad*Pow Human-Centered Design and Innovation in Health Organizations. There is increasing acknowledgement and movement toward human-centered design and design thinking for innovation, service design, and product development. However, evolving and transforming toward these practices in well-established and highly regulated health organizations is a challenge. Organizations have explored Innovation Centers, re-organizing around products and service lines, aligning with functional domains, and expanding design thinking through training. Attendees will share their experiences as we collectively look at how health organizations can evolve to get the most impact from their design transformation efforts. Facilitator: Adam Connor, VP Design Transformation, Mad*Pow. Designing for Health Behavior Change. Beyond use of digital tools and services, health organizations are increasingly considering how they can help people make positive change in their lives. Additionally, there are potential business benefits to changing behaviors to align with the organization's objectives. But designing for behavior change is challenging and has long-term outcome goals that may not be aligned with short-term business incentives for health organizations. Issues of trust and ethics also come into play. With these complex factors in mind, this discussion will explore the strategic options for health organizations to consider related to changing behavior. 
Facilitator: Dr. Amy Bucher, Behavior Change Design Director, Mad*Pow.

1. @HXDCONF #HXD2019
community.centerhxd.com
LEADERSHIP
ROUNDTABLE
Moderated by
Michael Hawley, Chief Design Officer
Mad*Pow

2. ROUNDTABLE GOALS
1. Deepen Our Understanding
2. Challenge Our Perspectives
3. Inspire Creative Solutions
4. Build Connections

3. PRESENT
Challenges
Concepts
Examples
DISCUSS
Experiences
Ideas
Moving Forward

4. REACT CONSIDER ENVISION
What is your first
instinct?
Have any prior
experience?
Multiple perspectives: How might we overcome
obstacles?
Examples we can build on?
• Patient
• Provider
• Payer
• Pharma
DISCUSSION STRUCTURE

5. 9:15 – 10:00
Rotate | Break
10:15 – 11:00
Rotate | Break
11:15 – 12:00
Topic 1: Changing Behaviors
Topic 2: Design Influence
Topic 3: Strategic Planning
AGENDA

6. @HXDCONF #HXD2019
community.centerhxd.com
Designing For Health
Behavior Change
Moderated by
Amy Bucher, Ph.D.
Mad*Pow

7. Balancing a focus on near-term
success indicators with
long-term efficacy
CHALLENGE #1

8. PARTICIPATION
+
ENGAGEMENT
BEHAVIOR CHANGE
HEALTH CARE
COST REDUCTION
BIOMETRIC
CHANGES
RETURN ON
INVESTMENT
RISK BASELINE
Leading Lagging

9. Recognizing the impact of
behavior change approaches on
potential solutions
CHALLENGE #2

10. APPROACH GUIDES INTERVENTION DESIGN
ENVIRONMENTAL FACTORS PERSONAL FACTORS
Behavioral
Economics
COM-B Model
Self-
Determination
Theory

11. Approach 1: Behavioral Economics (Nudging)
Imagine a person riding an elephant. Elephants are
hard to steer, and the rider only has so much power.
The rider = The rational brain (System 2)
It’s thoughtful, and deliberate.
The elephant = The instinctive brain (System 1)
It’s intuitive and impulsive.
Behavioral economics uses tactics that:
• Appeal to the elephant
• Take advantage of the shortcuts the rider takes
• Shape the path of travel

12. BEHAVIORAL ECONOMICS: SOLUTIONS

13. Approach 2: COM-B Model of Behavior Change
Behavior
Motivation
Intrinsic & Extrinsic
Capability
Cognitive & Physical
Opportunity
Social & Environmental

14. Intervention Functions Education Training Persuasion Incentives Coercion Restriction Enablement
Environment
Restructuring
Modeling
COM-B Components
Physical Capability
Psychological Capability
Reflexive Motivation
Automatic Motivation
Social Opportunity
Physical Opportunity

15. COM-B Model of Behavior Change: Solutions
Education + Enablement
+ Social Support
Incentives + Social Support
+
Action Planning

16. Approach 3: Self-Determination Theory of Motivation
“I can make my own
meaningful choices”
“I am learning, growing,
and succeeding.”
“I am part of something bigger
than myself. I belong.”
Autonomy
Competence
Relatedness
Motivation

17. Self-Determination Theory of Motivation: Solutions

18. List the top 4 opportunities
for incorporating behavior
change in health or in your
organization
List the top 4 things that
would need to be true in order
for behavior change to have a
positive impact in your
organization
DISCUSSION

19. @HXDCONF #HXD2019
community.centerhxd.com
How Do We Best Grow Customer-
Centered Design and Innovation in
Health Organizations?
Moderated by
Adam Connor, VP Design Transformation
Mad*Pow

20. Innovation Lab at UVM

21. DesignOps at athenahealth

22. Principles & Journey Maps at Cape Cod Hospital

23. The Spotify Model

24. Scaling Design

25. How “Design” is Leveraged in Organizations
Business Strategy
Experience /
Design Strategy
Product & Service
Design
“How should our products and services look?”Interface Design
“How should our products and services work?”
“What products and services should we offer
(to identified problems)? ”
“Which problems should we work to solve?”
WHY?
(DIRECTION)
HOW?
(CRAFT)

26. Scaling Design

27. Scaling Deepening+

28. Scaling Deepening Strengthening+ +

29. Six Functions for Design & Innovation Practices
Incubation: Finding opportunities, and nurturing new solutions before brining to market.
Operationalization: Delivering tools & systems to integrate design w/ product* dev & delivery.
Direction: Determining vision, aligning efforts, and connecting tactical decisions to strategy.
1
2
3
4
Education & Facilitation: Growing the practice and providing training & guidance.
5
6
Investigation: Developing and evolving understanding of audiences, needs, and contexts.
Production: Applying craft skills to create (and evolve) the solution

30. COM-B Model for Undestanding Behavior
Behavior
Capability
Psychological & Physical
Opportunity
Social & Physical
Motivation
Automatic & Reflective

31. Vision & Direction
How well has a shared, clear vision for the product, service, or organization been established and communicated?
Empowerment
How well are teams and individuals able to autonomously make and execute decisions in alignment with the vision/strategy?
Learning & Measurement
How able is the organization to continuously learn about users to make decisions and assess the success of products/services?
Experience Management
How well does the organization manage, coordinate, and measure experiences across touchpoints, channels, products, and services?
Collaboration
How well do individuals and teams collaborate on efforts across roles, departments, products, etc.?
Execution
How capable is your organization of creating and implementing the products/services that you envision?
Design Practice
How well does your organization leverage design methods and lenses (IA, IXD, Content, Viz/UI)?
Design Fitness Model

32. Levers for (Design) Transformation
Skills & Knowledge
Tools & Materials
Communication & Language
Incentives & Metrics
Structure & Roles
Policies & Processes
Environment Behavior
Capability
Cognitive & Physical
Opportunity
Social & Environmental
Motivation
Intrinsic & Extrinsic

33. List efforts have you been
involved in to grow design and
innovation capabilities. What
did you learn about your
organization from them?
List the top things you are
curious to try at your
organization to drive customer-
centric innovation
DISCUSSION

34. @HXDCONF #HXD2019
community.centerhxd.com
Managing Multiple Customer
Touchpoints
Moderated by
Jon Podolsky, VP Experience Strategy & Service Design
Mad*Pow

36. Lets add more ways we can
engage, interact, and service
patients to meet an unmet
demand.
“Make an appointment”

48. List the top engagement methods
you’ve seen work within health
What is the next big trend for
interacting with people in
health?
DISCUSSION

49. 52
Mad*Pow’s Center for
Health Experience Design
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