EXPERIENCE DESIGN FOR HEALTH. Malcolm Lee Director, Environments Design Ziba Design

Transcription

1 EXPERIENCE DESIGN FOR HEALTH Malcolm Lee Director, Environments Design Ziba Design 1

2 First, an acknowledgement: 2

3 We re living in a complex age. 3

4 Making great architecture is harder than ever. 4

5 Healthcare is worse. 5

6 Architecture for Healthcare is nuts. 6

7 but it s worth it. 7

8 Patients need design 8

9 Patients deserve great architecture 9

10 Patients are demanding innovation & inspiration 10

11 Patients deserve our empathy. 11

12 Complexity: 12

13 Complexity: 1. It s not going away. 13

14 Complexity: 1. It s not going away. 2. Increased complexity requires increased specialization (and better collaboration) 14

15 I m an Experience Design specialist 15

16 Innovation & Design 16

17 EXPERIENCE DESIGN FOR HEALTH Mapping Experiences Understanding Needs & Motivations Using Metaphor Prototyping Experiences 17

18 Elements of Design First, what do we think about when we think about Experience Design? 18

19 Elements of Design First, what do we think about when we think about Experience Design? 1. Time (scope) 19

20 Elements of Design First, what do we think about when we think about Experience Design? 1. Time (scope) 2. Intent 20

21 Elements of Design First, what do we think about when we think about Experience Design? 1. Time (scope) 2. Intent 3. Products & Services 21

22 Elements of Design First, what do we think about when we think about Experience Design? 1. Time (scope) 2. Intent 3. Products & Services 4. Interactions & Moments 22

23 Mapping Experiences Mapping brings together Scope, Intent, Products, Services, and Interactions 23

24 Mapping Experiences Mapping is a process of discovery 24

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29 Stages & Touchpoints

30 Signature Moments

31 Phases & Objectives

32 Highs & Lows

33 Mapping is used to understand and shape the experience 33

34 + - time 34

35 Airline Audit + - time 34

36 Airline Audit + check-in - 1 time 34

37 Airline Audit + - check-in security 1 2 time 34

38 Airline Audit + - check-in security flight delay time 34

39 Airline Audit + - check-in security boarding flight delay time 34

40 Airline Audit + - check-in security boarding another delay flight delay time 34

41 Airline Audit + - check-in security boarding another delay flight delay beat up & thrown off the plane time 34

42 Airline Audit have a cool story to tell everyone + - check-in security boarding another delay flight delay beat up & thrown off the plane time 34

43 Airline Audit + check-in security boarding have a cool story to tell everyone make a bunch of new friends - another delay flight delay beat up & thrown off the plane time 34

44 Airline Audit + check-in security boarding have a cool story to tell everyone make a bunch of new friends - flight delay another delay non-apology from tone-deaf CEO beat up & thrown off the plane time 34

45 Airline Audit time 35

46 Acceptability / Memorability Threshold +! + - -! time 36

47 Acceptability / Memorability Threshold +! + - -! time 37

48 Acceptability / Memorability Threshold +! + - -! time 37

49 Acceptability / Memorability Threshold +! + - -! time 37

50 Acceptability / Memorability Threshold +! + - -! time 37

51 Acceptability / Memorability Threshold +! + - -! time 37

52 Memorable Experience +! + - -! time 38

53 Understanding Needs & Motivations How do we design the right experience? 39

54 EMPATHY

55 Understanding Needs & Motivations empathy allows us to understand the functional & emotional needs of our users. 41

56 Understanding Needs & Motivations Emotional selfactualization esteem needs belonging and love needs safety needs Functional physiological needs MASLOW S HIERARCHY from Motivation & Personality 42

57 Understanding Needs & Motivations Emotional Functional DESIGN HIERARCHY 43

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59 Understanding Needs & Motivations Providence Heart Center help me help others Emotional inspire me connect me to people & resources educate me care for me Functional DESIGN HIERARCHY 45

60 Understanding Needs & Motivations Emotional help me help others join visit graduate return * inspire me connect me to people & resources * * * * educate me * * Functional care for me * * DESIGN HIERARCHY STAGES OF A USER S JOURNEY 46

61 Understanding Needs & Motivations empathy aligns the design work to shifting expectations 47

62 Understanding Needs & Motivations Uber's app changes my expectation of my bank, my airline experience is compared to my AirBnb experience, I expect the immediacy and choice set by Amazon Prime to be applied to my health insurance. Analogous categories aren t just for inspiration my new expectations are crossing over categories. 48

63 Using Metaphor Experience Metaphor 49

64 Using Metaphor Metaphors make new experiences immediately familiar. 50

65 Using Metaphor They transfer meaning from a familiar experience to a new, unknown experience. 51

66 52

67 They are hard to find 53

68 Using Metaphor Finding the right Metaphor 54

69 Using Metaphor Finding the right Metaphor 1. It must amplify the value proposition. 55

70 Using Metaphor Finding the right Metaphor 1. It must amplify the value proposition. 2. It needs to be recognizable. 56

71 Using Metaphor Finding the right Metaphor 1. It must amplify the value proposition. 2. It needs to be recognizable. 3. It must be authentic to the culture of the company 57

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73 Concept Story Boutique Hotel SLOW BANKING A local bank for people who care about their community and value interactions over efficient transactions. Urban Cafe Retail Store 59

74 Using Metaphor Metaphors unlock the design 60

75 Experience Prototyping You re going to get some of it wrong. Best to do it early. 61

76 Experience Prototyping Transforms concepts into reality Tests ideas early on Builds alignment & buy-in Exposes problems & mitigates risk 63

77 thoughts? questions? 64

78 How can empathy change the way you design for your patients? 65

79 that s all for now 66

80 EXPERIENCE DESIGN by Patrick Newberry & Kevin Farnham MAPPING EXPERIENCES by James Kalbach THIS IS SERVICE DESIGN THINKING by Mark Stickdorn and Jacob Schneider 67