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Design due diligence

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At the HealthTech Summit 2016 in Lausanne, I shared a framework for evaluating investments based on design criteria, applied to the opportunity, product, and company.

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Design due diligence

  1. 1. HEALTH TECH SUMMIT DESIGN DUE DILIGENCE JUNE 21, 2016 @thomas_thinks @frogdesign
  2. 2. WHYIS DESIGN IMPORTANT?
  3. 3. 3 $39.922 $17.522 $10.000,00 2004 2014 S&P 500 DVI 228%HIGHER RETURN https://hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/ WHY IS DESIGN IMPORTANT? DESIGN-DRIVEN COMPANIES PERFORM BETTER.
  4. 4. 4 WHY IS DESIGN IMPORTANT? FASTER HIGHER STRONGER TIME TO MARKET CUSTOMER ACQUISITION CUSTOMER RELATIONSHIPS ORGANISATIONAL ALIGNMENT CUSTOMER RETENTION MARGINS DESIGN-DRIVEN COMPANIES PERFORM BETTER. Because design directly impacts business KPIs.
  5. 5. 5 WHY IS DESIGN IMPORTANT? DESIGN HELPS ADDRESS THE NEEDS OF ALL HEALTHCARE STAKEHOLDERS INDIVIDUALCOMMUNITY PROVIDER PAYER CONSUMER EXPERIENCES PROFESSIONAL EXPERIENCES HEALTH SERVICES
  6. 6. WHAT IS DESIGN?
  7. 7. 7 WHAT IS DESIGN? DESIGN IS AN ACTIVITY DESIGN IS AN ATTRIBUTE Everything that you do to ensure that your products and services match the needs, expectations, capabilities and desires of their users. Every aspect of your products and services that can be experienced (directly or indirectly) by their users.
  8. 8. 8 WHAT IS DESIGN? DESIGN ACTIVITIES DESIGN ATTRIBUTES • What it looks and feels like • How I interact with it • How it behaves, over time and across touchpoints • How it fits into the context • What it helps me do • How it makes me feel • Learning about your users • Rapid prototyping and testing • Designing products, interactions, and services • Defining value proposition and business model • Planning the ecosystem and roadmap
  9. 9. 9 WHAT IS DESIGN? GOOD DESIGN ACTIVITY GOOD DESIGN ATTRIBUTES • Meets a real need • Balance simplicity/complexity • Easy to use/learn • Coherent and well-integrated • Inspires confidence & trust • Multi-disciplinary • User-centred • Iterative and evidence-based • Involves professional designers • Outcomes focussed
  10. 10. HOWTO EVALUATE DESIGN
  11. 11. 11 HOW TO EVALUATE DESIGN? ASSESSMENT FRAMEWORK 1 2 3 4 5 6 COMPANY PRODUCTOPPORTUNITY Is the opportunity defined in terms of the user & their needs, context, and journey? Does the product address the user needs with a compelling, differentiated solution? Is user experience embedded in the company vision and capabilities?
  12. 12. 12 HOW TO EVALUATE DESIGN? ASSESS THE OPPORTUNITY goals, beliefs, needs user journey user context & stakeholders underlying clinical/business need User-Centred Opportunity Is the opportunity well-defined in terms of the user & their needs, context, and journey? Ask for: Persona’s/Human archetypes; Customer journey/Service blueprint; Ecosystem map. Perform: Expert review, Design Research as needed
  13. 13. 13 HOW TO EVALUATE DESIGN? ASSESS THE PRODUCT Does the product address the user needs with a compelling, differentiated solution? Ask for: Experience benchmark; Value proposition + Business model; User scenarios; User studies; Analytics (acquisition/retention/usage). Perform: Heuristic analysis, User studies as needed. interface behaviour business logic clinical logic
  14. 14. 14 HOW TO EVALUATE DESIGN? ASSESS THE COMPANY Is user experience embedded in the company vision and capabilities? Ask for: Experience roadmap/ vision; Org chart; Design process Perform: UX maturity assessment. 1 2 3 4 5 6 Embedded UX is in the fabric of the org; Not discussed separately Engaged UX is one of the core tenets of the organisations strategy Committed UX is critical and executives are actively involved Invested UX is very important and formalised programs emerge Interested UX is important but receives little funding Interested UX is “not important”User experience maturity model ( Usability professional association)
  15. 15. 15 HOW TO EVALUATE DESIGN? INDUSTRY SCORECARD 1 2 3 4 5 6 COMPANYPRODUCTOPPORTUNITY Not enough pushing beyond the pure clinical or business need. Too many clumsy interfaces, point solutions, and hard-to- scale business models. Design is brought late to the table and used tactically. (just a little provocation…)
  16. 16. 16 HOW TO EVALUATE DESIGN? CAN IT BE FIXED? 1 2 3 4 5 6 COMPANYPRODUCTOPPORTUNITY If the opportunity has been misread, it’s extremely hard to pivot. If opportunity is well-defined, product redesign can be fast and have massive impact. If the leadership can be convinced, companies can learn design. (to end on a positive…)
  17. 17. frog is a company of Aricent. © 2014 frog design inc. @thomas_thinks @frogdesign

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