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Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology
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Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Jan 02, 2016

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Kory Oliver
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Page 1: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Bruce CampbellGeneral Manager – Marketing and Design

Changing the Paradigm of rationing technology

Page 2: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Dynamic Controls

• 40 years young• Head Office in Christchurch New Zealand• 400 employees

• Traditional strength in Wheel Chair and Scooter motor control

• 100% medical mobility • Renewed focus on User experience, and the

Value Chain supporting them

Page 3: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Purpose

• To deliver technical and innovative solutions that enhance quality of life for people with a disability

Page 4: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Value Chain Insights Research

• In 2008 we commenced an on-going programme of qualitative user research

• In order to enhance quality of life, need to understand it in the first place

Page 5: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Value Chain Insights Research

PowerchairManufacturers

Dynamic Controls

End Users

HealthcareProviders

Funders

Mobility Dealers

Prescribers

Page 6: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

How can we better understand users?

• A clinical means of understanding users that could be combined with attitudinal, lifestyle and emotive characteristics

• Consider the emotional driver – What drives the user? – What attitude and behavior does this generate? – What functionality does this require?

• And how is this combined with degree of disability? – Physical capabilities and needs– Cognitive capabilities and needs

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Page 7: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

How can we better understand users?

• Users need to be viewed as whole people, with the full range of needs

• The research showed that the esteem and emotional needs did not disappear – quite the opposite, the needs appeared to go into a hyper state

• Users do not live in a vacuum – they have expectations

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Page 8: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Maslow

Page 9: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Two different worlds

Without disability With disability

Page 10: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Esteem Needs Framework

Needs Are:

Modal with one dominant

Evolving over time

Drivers of attitude and behaviour

CONFIDENCE AND

PARTICIPATION

The need to feel

challenged and

stimulated by life

The need to feel in control and on top of

things

The need to feel secure in

familiar surroundings

The need to feel carefree and part of

the fun of life

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Page 11: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

...in summary

• Users wanted• Ride experience

• Safe, exciting, invisible, loud..• Health

• Pressure Ulcer• Activity (Obesity)

• Connectivity• Communication, education,

profession, independence, social networking, safety…

Page 12: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Paradigms

• Disabled people have less needs than others

• Technology needs to be rationed for disabled people

• Accepted to be low volume, complex, expensive

• OK to be big, black, ugly and behind the times

Page 13: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Rationing across the continuum of need

Low Needs High Needs

Low Cost

High Cost

Page 14: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Imagine a world….

• The paradigm is broken by accessing regular, consumer electronics

• Cost per person plummets

• Access is broadened so Esteem needs can be met

Page 15: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Meet Jonty

Page 16: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

iPortal and iOS Devices

Page 17: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Anything you can do, I can do

Page 18: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Siri – speech command on steroids

Page 19: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Communication

Page 20: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Communication

Page 21: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Communication

Page 22: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Home Automation

Page 23: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Home Automation

Page 24: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Home Automation

Page 25: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Rationing across the continuum of need

Low Needs High Needs

Low Cost

High Cost

Page 26: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

Rethink the Paradigm

Low Needs High Needs

Low Cost

High Cost

Page 27: Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing technology.

“We are the ones we have been waiting for.”