UX in Healthcare - why are patients so resistent to good advice?!

UX in Healthcarewhen patients are human

LA UX Healthcare Meetup Series

6/11/14

Kathryn E. Campbell

Managing Partner, Primitive Spark

Kathryn E. Campbell

Managing Partner, Primitive Spark

User Experience Professionals Association

Board of Directors

why do patients resist

adherence to protocols

that will help them?!

why do people resist being

told what to do?

Thoughts

Memories

Feelings

Instincts

Stupid

Stupid Poor

UninsuredStupid Poor

Vaccine Promotion Messaging

Four strategies used to convince parents that

vaccination is safe and that there is no link

between vaccination and autism:

1. Correcting false claims with facts

2. Describing disease risks to unvaccinated

children

3. Disease narrative/”True Story”

4. Disease images

Vaccine Promotion Messaging

Four strategies used to convince parents that

vaccination is safe and that there is no link

between vaccination and autism:

1. Correcting false claims with facts

2. Describing disease risks to unvaccinated

children

3. Disease narrative/”True Story”

4. Disease images

Vaccine Promotion Messaging

“False beliefs, it turns out, have … to

do with self-identity: What kind of

person am I, and what kind of

person do I want to be? ”

Stephan Lewandowsky, researcher on

misinformation and false beliefs

let’s try

something

together

Do you use:

UX Toolkit

Do you use:

• Personas?

UX Toolkit

Do you use:

• Personas?

• User stories?

UX Toolkit

Do you use:

• Personas?

• User stories?

• User Experience Journeys?

UX Toolkit

Patient Experience Journeys

PM 360 pharmaceutical marketers

The user’s experience doesn’t

begin with a website or app…

But with the narrative they

create about their conditionI’m going to

prescribe some

medication, but

you also need to

make some

changes

I’m not normal.

Who will want to

be around me?

My life will never

be the same.

Empowering users may hold

the key

Empowering users may hold

the key

Co-creating

goals and plans

Empowering users may hold

the key

Positive feedback

loops

Co-creating

goals and plans

thank you!