Preventing Nightmare Patient Experiences Like Mine or Avoiding "Putting Lipstick on a Pig" -- Healthcare Experience Design 2013

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Preventing Nightmare Patient Experiences Like Mine or

Avoiding “Putting Lipstick on a Pig”

Richard I AndersonMarch 25, 2013

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"Of all the industries we interact with regularly as consumers, the medical industry definitely defines the low point in quality and consistency of customer experience. Most of us emerge from interactions with the medical establishment feeling more like victims than paying customers."

"Of all the industries we interact with regularly as consumers, the medical industry definitely defines the low point in quality and consistency of customer experience. Most of us emerge from interactions with the medical establishment feeling more like victims than paying customers."

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"Health care is broken. ... We have set up a delivery system that is fragmented, unsafe, not patient-centered, full of waste, and unreliable. Despite the best efforts of the workforce, we built it wrong. It isn't built for modern times."

"Health care is broken. ... We have set up a delivery system that is fragmented, unsafe, not patient-centered, full of waste, and unreliable. Despite the best efforts of the workforce, we built it wrong. It isn't built for modern times."

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from Reframing Health as More than Health-care, Mehta & Dubberly, BayCHI, March 2010

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“Combining the principles of disruptive innovation with design thinking is exactly what health care in America needs. We need to disrupt the current business model of health-care delivery. And we need these disruptions to be designed experiences that are consumer-focused."

“Combining the principles of disruptive innovation with design thinking is exactly what health care in America needs. We need to disrupt the current business model of health-care delivery. And we need these disruptions to be designed experiences that are consumer-focused."

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“…true patient-centeredness is not health care reform, but health care revolution --- …a true power shift"

“…true patient-centeredness is not health care reform, but health care revolution --- …a true power shift"

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“UX design has done a great job in the last decade of redefining … how we define requirements for products with digital UIs. But this has come at a cost of upward mobility in our organizations. We’re functional players that make tactical work more efficient. We’re not strategic players that help our organizations transform themselves."

“UX design has done a great job in the last decade of redefining … how we define requirements for products with digital UIs. But this has come at a cost of upward mobility in our organizations. We’re functional players that make tactical work more efficient. We’re not strategic players that help our organizations transform themselves."

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from Incremental and Radical Innovation: Design Research versus Technology and Meaning Change, Norman & Verganti, 2012

HCD = Human-Centered Design

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from Improve, Transform, or Sustain: What’s Your Path to a Better Customer Experience?, Bodine, 2012

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from Incremental and Radical Innovation: Design Research versus Technology and Meaning Change, Norman & Verganti, 2012

HCD = Human-Centered Design

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A Doctor’s Touch, Abraham Verghese M.D., July 2011

“The average American physician interrupts their patient in 14 seconds.”“The average American physician interrupts their patient in 14 seconds.”

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“The problem with healthcare is that doctors are a stage 3 (of 5) tribe, a group of people who think ‘I am great, and you are not.’”

“The problem with healthcare is that doctors are a stage 3 (of 5) tribe, a group of people who think ‘I am great, and you are not.’”

“We let our arrogance reinvent us… we thought we were gods again.”

“We let our arrogance reinvent us… we thought we were gods again.”

TEDxSinCity, Dave Logan., May 2011

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“If I were to walk into a room filled with my colleagues and ask for their support right now and start to tell [stories of all the mistakes I've made], I probably wouldn't get through two of those stories before they would start to get really uncomfortable, somebody would crack a joke, they'd change the subject, and we would move on. ... That is the system that we have -- it is a complete denial of mistakes. ... [However,] errors [in medicine] are absolutely ubiquitous.”

“If I were to walk into a room filled with my colleagues and ask for their support right now and start to tell [stories of all the mistakes I've made], I probably wouldn't get through two of those stories before they would start to get really uncomfortable, somebody would crack a joke, they'd change the subject, and we would move on. ... That is the system that we have -- it is a complete denial of mistakes. ... [However,] errors [in medicine] are absolutely ubiquitous.”

Doctors Make Mistakes; Can We Talk About That?, Brian Goldman M.D., September 2011

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Rethinking Healthcare, Jay Parkinson M.D., TEDxMidAtlantic, November 2011

“Medical education and residency is pretty militaristic. You fall in line or you're out. Trust me, I've been there. If you are an 'outside the box' thinker, this doesn't last long in medical school or residency. The egos of your superiors are too threatened. This is an important fact. Doctors have such a preoccupation with being right, they can't tolerate being wrong.”

“Medical education and residency is pretty militaristic. You fall in line or you're out. Trust me, I've been there. If you are an 'outside the box' thinker, this doesn't last long in medical school or residency. The egos of your superiors are too threatened. This is an important fact. Doctors have such a preoccupation with being right, they can't tolerate being wrong.”

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Rethinking Healthcare, Jay Parkinson M.D., TEDxMidAtlantic, November 2011

“The medical culture is not only uncreative, it is anti-creative. ... Why should doctors be creative? ... Doctors only have pills and scalpels. ... Our reality is very different from an innovative, creative culture. ... We fall into line. ... Whenever we treat patients we treat them with algorithms. We regurgitate; we don't think creatively. We also have this thing called a god-complex... And we're just so frickin tired... And we're terrified of the law.”

“The medical culture is not only uncreative, it is anti-creative. ... Why should doctors be creative? ... Doctors only have pills and scalpels. ... Our reality is very different from an innovative, creative culture. ... We fall into line. ... Whenever we treat patients we treat them with algorithms. We regurgitate; we don't think creatively. We also have this thing called a god-complex... And we're just so frickin tired... And we're terrified of the law.”

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“It may take weeks of observation to become aware of the intricacies of tacit knowledge (holding critical truths and assumptions about behavior, policies, norms, and values) in other people, which a short-term project-based approach to design doesn’t provide.”

“It may take weeks of observation to become aware of the intricacies of tacit knowledge (holding critical truths and assumptions about behavior, policies, norms, and values) in other people, which a short-term project-based approach to design doesn’t provide.”

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e-Patient Dave

Regina Holliday

Most photos from Medicine X 2012

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“they laugh, then fight, then you win”“they laugh, then fight, then you win”

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from Reframing Health as More than Health-care, Mehta & Dubberly, BayCHI, March 2010

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from Reframing Health as More than Health-care, Mehta & Dubberly, BayCHI, March 2010

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from Reframing Health as More than Health-care, Mehta & Dubberly, BayCHI, March 2010

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Is your work contributing to modest improvements of the status quo, or are you contributing to the badly needed healthcare experience revolution?

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from Richard Anderson’s “Conversation with Don Norman & Jon Kolko,” Academy of Art University, September 2011

“not all design is equally worth doing”“not all design is equally worth doing”

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has the potential to

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