This document discusses human-centered design (HCD) and its importance, especially in the medical device industry. It provides examples of how Achilles, an industrial design firm, uses HCD tools and processes. The key points are: 1) HCD focuses on understanding the experiences of all users to develop the best possible product or service. In healthcare, this is even more critical due to safety and the many stakeholders involved. 2) Achilles brings development teams directly to users through techniques like observations, prototyping, and personas to understand user needs and gain insights. 3) Early and frequent prototyping allows ideas to be tested and improved based on user feedback before large investments are made. 4)

1. Jurgen Oskamp, CEO
j.oskamp@achilles.be
I AM NOT A PATIENT
Smart Systems Industry Summit 2013
Borchtstraat 30, 2800 Mechelen
+32 (0)15 41 02 72
www.achilles.be
#Achilles_Assoc

2. CREATE & CONQUER
SINCE 1994
3x
10x
product
design
award

3. THE ACHILLES APPROACH
CE
D
RODUCT
P
BRA
N
VI
SER

4. HOW WE DO IT
PRODUCT BRANDING
BRANDBOOK / STYLEGUIDE
PACKAGING
BRAND POSITIONING
PRODUCT FAMILIES
USER INTERFACE DESIGN
VISUALISATION / RENDERINGS
NPD PROJECT MANAGEMENT
USER CENTERED DESIGN
BRA
ND
INDUSTRIAL
DESIGN
SUSTAINABLE DESIGN
2D AND 3D CAD
N
RE
X PE RIE
ELECTRONIC ENGINEERING
C
E
ENGINEERING
FAST PROTOTYPING
S
MECHANICAL ENGINEERING
PRODUCT
SERVICE
SYSTEMS
INFOGRAPHICS
USER MANUALS
SE
U
PRODUCT
IDEATION
CORPORATE
COMMUNICATION
CE
COLOR, MATERIAL & FINISHING
LOGO / GRAPHIC DESIGN
CORPORATE
IDENTITY
DESIGN
LANGUAGE
I
ERV
SERVICE
MAPPING
CUSTOMER JOURNEYS
USER
ANALYSIS
SOFTWARE ENGINEERING
FEASABILITY STUDIES
PRODUCTION TECHNIQUES
DESIGN FOR ASSEMBLY
ERGONOMIC STUDIES
CO-CREATION
HMI

5. WHAT IS TRADITIONAL DESIGN?
HUMAN
TECHNOLOGY
ECONOMY
ECOLOGY

6. WHAT IS HUMAN CENTERED DESIGN AT ACHILLES?
TECHNOLOGY
ECONOMY
ECOLOGY

7. USER EXPERIENCE
WHAT IS HUMAN CENTERED DESIGN AT ACHILLES?
DEVELOPMENT TIMELINE

8. WHAT IS HUMAN CENTERED DESIGN AT ACHILLES?
HIGHLY DESIREABLE
FULFILLING
USER EXPERIENCE
GOOD
ACCEPTABLE
ACCEPTANCE LEVEL
DEVELOPMENT TIMELINE
FRUSTRATING

9. HCD IN THE CONTEXT OF HEALTH CARE
CONCEPT
PROTOTYPE
PRE-CLINICAL CLINICAL
USER TESTING
COSTLY TO FIX ISSUES
REGULATION
LAUNCH

10. HUMAN CENTERED INPUT
CONCEPT PROTOTYPE
USER INTERACTION
PRE-CLINICAL
CLINICAL
USER VERIFICATION
REGULATION
LAUNCH

11. WHO IS THE HUMAN?
WHO HAS AN INFLUENCE
ON YOUR PRODUCT,
SERVICE OR BRAND?

12. WHO IS THE HUMAN?
PATIENT

13. WHO IS THE HUMAN?
PATIENT
DOCTOR
SURGEON
NURSE

14. WHO IS THE HUMAN?
PATIENT
FAMILY/FRIENDS
DOCTOR
CAREGIVER
SURGEON
NURSE
TECHNICIAN
...

15. WHY DOES IT MATTER?

16. WHY DOES IT MATTER?
A COMPETITITVE ADVANTAGE IS ONLY AN ADVANTAGE
IF IT IS EXPERIENCED THAT WAY

17. WHAT MAKES UP THE EXPERIENCE?
EMOTIONAL
RATIONAL
PHYSICAL

18. WHAT MAKES UP THE EXPERIENCE?
WHAT I IMAGINE
FEAR
CURIOSITY
WONDER
EMBARRASMENT
...
EMOTIONAL
RATIONAL
PHYSICAL

19. WHAT MAKES UP THE EXPERIENCE?
WHAT I KNOW
EMOTIONAL
RATIONAL
PHYSICAL
RULES
INSTRUCTIONS
STATISTICS
HISTORY
...

20. WHAT MAKES UP THE EXPERIENCE?
EMOTIONAL
RATIONAL
PHYSICAL
WHAT I SENSE
SEE HEAR TOUCH SMELL ...

21. THE EXPERIENCE IS
WHAT I IMAGINE
WHAT I KNOW
EMOTIONAL
RATIONAL
PHYSICAL
WHAT I SENSE

22. THE BEST POSSIBLE USER EXPERIENCE IS THE GOAL,
HUMAN CENTERED DESIGN IS THE TOOL TO ACHIEVE IT

23. WHAT EFFECT CAN HCD HAVE?

24. IMPROVE EXISTING FEATURES

25. INNOVATE WITH NEW FEATURES

26. DRAMATICALLY IMPROVE LIFE

27. EVEN MORE IMPORTANT IN THE MEDICAL INDUSTRY?

28. EVEN MORE IMPORTANT IN THE MEDICAL INDUSTRY?
• MANY MORE “USERS” INVOLVED

29. EVEN MORE IMPORTANT IN MEDICAL THE INDUSTRY?
• MANY MORE “USERS” INVOLVED
• COMPLEX RANGE OF USER ABILITIES

30. EVEN MORE IMPORTANT IN MEDICAL THE INDUSTRY?
• MANY MORE “USERS” INVOLVED
• COMPLEX RANGE OF USER ABILITIES
• USERS ARE FAR REMOVED FROM DEVELOPMENT

31. EVEN MORE IMPORTANT IN MEDICAL THE INDUSTRY?
• MANY MORE “USERS” INVOLVED
• COMPLEX RANGE OF USER ABILITIES
• USERS ARE FAR REMOVED FROM DEVELOPMENT
• SAFETY IS PARAMOUNT

32. EVEN MORE IMPORTANT IN MEDICAL THE INDUSTRY?
• MANY MORE “USERS” INVOLVED
• COMPLEX RANGE OF USER ABILITIES
• USERS ARE FAR REMOVED FROM DEVELOPMENT
• SAFETY IS PARAMOUNT
• R&D COSTS ARE TOO HIGH NOT TO BE SUCCESSFUL

33. HOW IS THIS DONE?

34. HOW IS THIS DONE?
BRING THE DEVELOPMENT TEAM TO THE USERS

35. TOOLS OF THE TRADE
FIRSTHAND
CUSTOMER JOURNEY
CO-CREATION
PASSIVE OBSERVATIONS
PARTICIPATORY OBSERVATIONS
INVOLVEMENT PROTOTYPING
PROTOTYPING
DEEP DIVE
CARD SORTING
ROLE PLAYING
FOCUS GROUPS
A DAY IN THE LIFE
PERSONAS
MENTAL MODEL
SECONDHAND
PASSIVE IMMERSION
ACTIVE IMMERSION

36. PERSONAS
A CAST OF CHARACTERS
FOR THE DEVELOPMENT
STORY.
KEEPS IDEAS ON TRACK

37. PROTOTYPE EARLY, QUICK AND OFTEN

38. GET IDEAS IN FRONT OF USERS EARLY, QUICK AND OFTEN

39. CASE STUDY 1: SYNAPTIX

40. CASE STUDY 2: NYXOAH

41. CASE STUDY 3: ERGOSLEEP

42. CASE STUDY 4: LAZER TARDIZ