A presentation by Tamsin Smith on Service Design in Healthcare

1. WHAT DOES SERVICE DESIGN
HAVE TO OFFER HEALTHCARE?

2. 4 Q'S
• What is Service Design?
• How do we apply to Healthcare?
• Some examples
•How can Service Design be of service?

3. @TAMSINA
Story-teller
Brings vision to life
Facilitator Holistic-thinker
Co-creation
Eco-systems and business models
Problem-framer Capability-builder
Address the cause just the Tools and training
symptoms
Human-centered
Insight & Empathy builder
* skills of a service designer

4. My observations of...
Service cultural service experiences

5. STREET RULES
London

6. I STOP TRAFFIC!
Vancouver

7. DRAK ART OF LINE-UPS
London

8. RESPECTABLE LINE-UPS?
Vancouver

9. PUB CULTURE
London

10. I CAN’T STAND?
Vancouver

11. WHAT IS SERVICE DESIGN?

12. Service design is the process of improving
experiences that happen across multiple touch
points over time

13. Orchestrates people,
infrastructure, communication and
material components of a service.

14. I AM A SERVOID

15. int
dyn
mu
mu
per
I AM A SERVOID

16. WHY SERVICE DESIGN?

17. •80% service economy, re-definition of good service
•Product focus limits potential solutions
•Great products don't mend broken services
•Create better customer and staff experiences
•Using data to create meaningful dialogue
•Need to work smarter and better
•Chance to impact organization
•Greater opportunity to improve peoples lives

21. 2 BEST WEAPONS

22. 1. JOURNEY MAPPING
2. EXPERIENCE PROTOTYPING

23. JOURNEY MAPPING
A highly visual large-scale graph describes all the experiences a
customer has as they encounter service

24. JOURNEY MAPPING
A highly visual large-scale graph describes all the experiences a
customer has as they encounter service
Stages Actions Behaviour
meaningful chunks what people are needs feelings and
of activities doing perceptions
Context Products
People
who is involved
place and and Services
processes

25. PRESENTING RESEARCH
Behaviour People Stages
Products Processes Communications

26. PRESENTING OPPORTUNITIES

27. SHOWCASING IDEAS

28. JOURNEY MAPPING
How
Start with the building blocks
Tell a visual story
Think before, during and after
Design across touchpoints, channels and experiences
Why
Understanding the realities of people’s lives
Identifying moments of truth (got it right!)
Where and when to deliver specific functions
Designing and overhauling systems and processes
Establishing and communicating ideas

30. DIFFERENT TO UX DESIGN?
• Not just the interface, but the experience and the organization
• UX more virtual, depth, technical, device-centric
• SDmore physical, qual, facilitative, breadth, building capability and
new biz models
• Being asked a bigger question
• Requires change, you end up training people
• Pitch against management consultants

31. HOW DO WE APPLY TO
HEALTHCARE?

32. WHAT IS HEALTHCARE
SERVICE DESIGN?

33. HOW CAN WE APPLY SERVICE
DESIGN TO HEALTHCARE?
Health system/organization
Health service experiences
Health products
My community
User

34. HOW CAN WE APPLY SERVICE
DESIGN TO HEALTHCARE?
system system system
experiences experiences experiences
products products products
Fitness Well being Health care

35. HOW CAN WE APPLY SERVICE
DESIGN TO HEALTHCARE?
Governing College of
sport body Naturopaths Hospital
Gym visit Naturopath visit Physician visit
Tracking Support Reminder
devise network app
Fitness Well being Health care

36. • Improve system productivity
• Improve patient/customer product and service experiences
• Radically re-design services and experience
Governing College of
sport body Naturopaths Hospital
Gym visit Naturopath visit Physician visit
Tracking Support Reminder
devise network app
Fitness Well being Health care

37. EXAMPLES
• Improve healthcare system productivity
= NHS Institute for innovation
• Improve experience
= Fuel For, Health Can and Good Gym
• Re-design business models
= Citizens University and Tyze

38. NHS INSTITUTE OF
INNOVATION
• Improve healthcare system productivity
system system system
experiences experiences experiences
products products products
Fitness Well being Health care

40. FUELFOR
• Experientially improving patient experience
system system system
experiences experiences experiences
products products products
Fitness Well being Health care

41. WAITING EXPERIENCES

42. WAITING EXPERIENCES

43. MODU

44. INLINE APP

45. FOLIO

46. COUNTERACT

47. HEALTHPOINT

48. HEALTH CAN
• Product to improve patient experience
system system system
experiences experiences experiences
products products products
Fitness Well being Health care

49. HEALTHCAN
Be on Time. Be Prepared.

50. APPOINTMENTS MISSED &
MONEY LOST
70k 1.2 B 20-30%
Missed in Missed in Missed on
BC UK Average!
Contact: ashleigh.a.wilson@gmail.com

51. TEXT YOUR
@EMAIL ADDRESS
+1 604 757
5181
Contact: ashleigh.a.wilson@gmail.com

54. GOOD GYM
• Radically redesigning experiences
system system system
experiences experiences experiences
products products products
Fitness Well being Health care

55. * Running with a purpose

56. THE CITIZENS UNIVERSITY
• A business model
system system system
experiences experiences experiences
products products products
Fitness Well being Health care

57. 2. EXPERIENCE PROTOTYPING 7
* Teaching citizens key life skills in preventative health

58. TYZE PERSONAL NETWORKS
• Re-designing the care experience
system system system
experiences experiences experiences
products products products
Fitness Well being Health care

59. * Co-ordinating care

60. HOW CAN WE APPLY SERVICE
DESIGN TO HEALTHCARE?
• Where do your project sit?
system system system
experiences experiences experiences
products products products
Fitness Well being Health care

61. CAN SERVICE DESIGN
BE OF SERVICE?
• Think beyond the product
• Map journeys and build experiences
• Bring designers up the value chain:
- Improve patient experience
- Improve healthcare system productivity
- Radically re-design business models

62. HAVE MORE STANDING BARS!