Design Thinking Your Way to Meaningful Innovation · Design Thinking Your Way to Meaningful Innovation INV5, March 5, 2018 Amy Cueva, Mad*Pow @AmyCueva Jacob Reider, Alliance for
Post on 21-May-2020
5 Views
Preview:
Transcript
1
Design Thinking Your Way to Meaningful InnovationINV5, March 5, 2018
Amy Cueva, Mad*Pow @AmyCueva
Jacob Reider, Alliance for Better Health @JacobR
2
Learning Objectives• Describe Human Centered Design, and its importance in creating
new solutions to care delivery challenges as well as how it fits in with other methods, such as lean/process improvement
• Express the role of Design Thinking in experience innovation, technology product development, implementation, and optimization
• Explain design ownership, and how vendors and implementers both own part of designing, implementing, measuring, and evolving solutions
3
Agenda• Amy Discusses Human Centered and Purpose Driven Design
• Jacob Discusses Cultural Considerations in Innovation
• Q&A
Must Insert Background Image
To do so:
1- Select “Insert” in the file menu
2- Select “Picture from File”
3- Scale your image to fill the page
by dragging the corner
Background Image must be “sent to back”
To do so:
Right click the Image, select “Send to Back”
Make sure Arrow Box and Mad*Pow
Are viewable.
DESIGN FOR CHANGE
Amy Cueva
Founder & CXO, Mad*PowChair, Health Experience Design ConferenceManaging Director, Center for Health Experience Design@amycueva
5
6
7
8
9
Must Insert Background Image
To do so:
1- Select “Insert” in the file menu
2- Select “Picture from File”
3- Scale your image to fill the page
by dragging the corner
Background Image must be “sent to back”
To do so:
Right click the Image, select “Send to Back”
Make sure Arrow Box and Mad*Pow
Are viewable.
TYPES OF DESIGN
Value Proposition Design
Ethnographic Research
Experience Strategy
Service Design
Concept Prototyping
Design Thinking Facilitation
Innovation Practice Building
Organizational Design & Training
Applied Behavioral Science
Target Audience Segmentation
Behavioral Analysis
Intervention Design
Design for Effective Engagement
Data / Statistical Analysis
Pilot, Trial, and Measurement
Digital Strategy & Execution
UX Research & Validation
Interaction Design
Visual Design
Content Strategy
Copywriting
Front End & Prototyping
Mobile & Web Development
Behavior Change Digital SolutionsExperience Innovation
11
TRIPLE DIAMOND APPROACH
Adapted from “Double Diamond Model of Product Definition and Design from UK Design Council
DISCOVER SYNTHESIZE IDEATE FOCUS DEFINE BUILD
Business
Driver Strategy Prototype
Solution
Launch
Research &
Discovery
Strategy &
Planning
Design Concept &
Definition
Detailed
Design
Application
Development
Installation &
Monitoring
12
Clarity of purpose
13
DISCOVER CORE VALUE PROPOSITIONS
14
MEASURE FOR SUCCESS
Must Insert Background Image
To do so:
1- Select “Insert” in the file menu
2- Select “Picture from File”
3- Scale your image to fill the page
by dragging the corner
Background Image must be “sent to back”
To do so:
Right click the Image, select “Send to Back”
Make sure Arrow Box and Mad*Pow
Are viewable.
WHAT IS MOST IMPORTANT?
Designing for people starts with understanding what drives them, what they value most, what motivates them, and what works for them today (and what doesn’t).
16
RESEARCH & EXPLORATION METHODS
17
BEHAVIORAL ARCHETYPES
PREFERS DIGITAL PREFERS PEOPLE
RELATIONSHIP ORIENTED PURELY TRANSACTIONAL
LITTLE/NO INVESTMENT EXPERIENCE EXPERT INVESTOR
EMOTIONAL DECISION MAKER LOGICAL DECISION MAKER
HANDS ON FINANCES HANDS OFF FINANCES
TECHNOLOGY AVERSE EARLY ADOPTER
MISTRUST OF FINANCIAL
ESTABLISHMENTTRUST FINANCIAL COMPANIES
IMPATIENT HIGH PATIENCE
SPENDS LITTLE COGNITIVE ENERGY
ON FINANCES
THINKS A LOT ABOUT THEIR FINANCES
INDPENDENT DECISION MAKER RELY ON EXPERTS FOR DECISIONS
NOT AVERSE TO COMPLEXITY LOATHE THE COMPLEX
“The Newly Employed Millennial”
Must Insert Background Image
To do so:
1- Select “Insert” in the file menu
2- Select “Picture from File”
3- Scale your image to fill the page
by dragging the corner
Background Image must be “sent to back”
To do so:
Right click the Image, select “Send to Back”
Make sure Arrow Box and Mad*Pow
Are viewable.
EMOTION MATTERS
In health the sense of vulnerability can be great. Emotions run high when things go wrong or are in a state of transition and can affect people’s ability to learn and make decisions.
Design for the moments that matter. Helping people to communicate with one another, navigate and plan can bring confidence. Design for empathy, comfort, and delight.
19
UNDERSTAND SITUATIONAL CONTEXT
• Discover how situations
both positive and negative
affect the outcome when
interacting with products
and services.
• Are there specific scenarios
we should design for or at
least acknowledge.
• Can context of use inform
proper cadence and scale.
20
21
THE ECOSYSTEM OF INTERACTION
Must Insert Background Image
To do so:
1- Select “Insert” in the file menu
2- Select “Picture from File”
3- Scale your image to fill the page
by dragging the corner
Background Image must be “sent to back”
To do so:
Right click the Image, select “Send to Back”
Make sure Arrow Box and Mad*Pow
Are viewable.
EMOTION
MATTERS
Health impacts lives in very real ways. Health is essential
for living the life you hope for. In health the sense of
vulnerability can be great.
Emotions run high when things go wrong or are in a state
of transition and can affect people’s ability to learn and
make decisions.
Design for the moments that matter. Help people to
navigate and plan can bring confidence.
INVITE PEOPLE TO THE TABLE OF INNOVATION
These artifacts were created in a participatory design
workshop where end users engage in various co-
design activities to uncover latent needs and
generate solution ideas at the same time. These
items are fun to look at, but the real value of this
process comes from observing the ways that
participants discuss these creations, as the words
they use and the stories they tell about their
inventions inform our design process.
23
PARTICIPATORY MINDSET
Credit: Liz Sanders
24
FIND BEHAVIORAL TRIGGER EVENTS
25
MODEL THE JOURNEY
Must Insert Background Image
To do so:
1- Select “Insert” in the file menu
2- Select “Picture from File”
3- Scale your image to fill the page
by dragging the corner
Background Image must be “sent to back”
To do so:
Right click the Image, select “Send to Back”
Make sure Arrow Box and Mad*Pow
Are viewable.
HOW DO LEAN & HUMAN CENTERED-DESIGN CONNECT?
Lean helps to optimize existing processes, addressing friction points and removing waste in the system.
Human-Centered Design helps to deeply understand the ongoing variable needs of key audiences and leverages creative process to generate potential solutions that address them.
New solutions identified through ideation can be validated and then deployed and improved through process improvement.
27
28
COM-B MODEL
Physical Capability
Psychological Capability
Physical Environment
Social Environment
Automatic Motivation
Reflective Motivation
Motivation
Opportunity
Capability
Behavior
Michie, Richardson et al. (2013)
29
COM-B AND INTERVENTION FUNCTIONS
30
SELF DETERMINATION THEORY
31
THE LEVERS OF MOTIVATION
32
33
We are the design
34
35
Designing forInnovation
Creating Innate Demand for Innovation
Jacob Reider: @JacobR
CEO, Alliance for Better Health
36
Once upon a time …
37
WILLIAM R. MILLER PH.D
38
39
Questions?• Amy Cueva: @amycueva
– Founder & CXO, Mad*Pow: @MadPow
– Chair, Health Experience Design Conference: @HXDConf
– Managing Director, Center for Health Experience Design @CHXD
• Jacob Reider: @JacobR• CEO, Alliance for Better Health
top related