MonkeyTalk Health - Antwerp - Purpose Driven Design - Amy Cueva
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How can we work together to deliver meaningful change and improve the experience of health? Design is an invitation to change. It helps us get from where we are to where we want to be. Although empathy has achieved buzzword status, it is a philosophy, not a trend. Amy will explore how empathy can inspire our direction as individuals, fuel purpose driven business innovation, and even guide us to make change at the societal level.
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MonkeyTalk Health - Antwerp - Purpose Driven Design - Amy Cueva
- 1. @ Amy Cueva | @ MadPow - Founder & Chief Experience Officer @CenterHXD – Director | @ HXRefactored - Chair of Design Track EMPATHY INSPIRED & PURPOSE DRIVEN DESIGN
- 2. Design for People. Health, Financial Wellbeing, Education, Technology Strategy & Service Design Behavior Change Design Organizational Design & Training Design & Implementation Research & ValidationEMPATHIZE ENVISION MOTIVATE TRANSFORM EXECUTE
- 3. 3 Meet Jim.
- 4. “ I was overwhelmed, confused, and alone. There was no one to talk to. I didn't know what I should do first or what to expect.”
- 6. Masseuse PCP Support Network: Friends & Family Pharmacist Lawyer Chiropractor Health Coach CSR CSR CSR HR Cardiologist Nurse Therapist Weight Watchers Gym Lobbyists Social Worker Politicians Lob Patient Advocate Translator Financial Entities Transportation Service Heart Health Start Up Hospital Network Hospital Cardiology Lab Pharmacy Pharma PBM Insurance Company Insurer for Hospital Federal Government HHS FDA CDC Legislature xecutive Branch Employer Condition Management Companies Information: Google, Web MD, YouTube, iTunes Condition Management Start Up Walk in Clinic Organizations & Non-Profits Health Tech He Exch S Gove Local Agencies Health Communications Patient Community The Health Ecosystem
- 7. 7 No.
- 8. “The world hates change, yet it is the only thing that has brought progress.” Charles F. Kettering
- 9. DESIGN GETS US FROM WHERE WE ARE TO WHERE WE WANT TO BE.
- 10. Empathy elevates our consciousness, inspires our purpose, and helps us imagine the possibilities. EMPATHY INSIGHT
- 12. WE ARE pioneers, innovators, designers, technologists, strategists, believers, change makers, patients, doctors, family members, executives, people, WOUNDED HEALERS.
- 13. “…a good half of every treatment that probes at all deeply consists in the doctor's examining himself... it is his own hurt that gives a measure of his power to heal.” Carl Jung
- 14. HELPS US FIND OUR PURPOSE OUR EMPATHY
- 15. PEOPLE WILL TELL US WE ARE WRONG.
- 16. “Insist upon pretense and you’ll have it. Insist upon mediocrity and it is yours. Insist upon beauty and you will find it. Insist upon learning and you will learn. Insist upon living with great passion and you will see differently.” Paula Darcy
- 17. WHAT IS GOOD FOR THE PEOPLE WE SERVE IS ULTIMATELY GOOD FOR THE BUSINESS.
- 18. THE VALUE OF DESIGNDesign-Driven Companies Outperform S&P by 228% Over Ten Years - The ‘DMI Design Value Index' Posted By Michael Westcott, Monday, March 10, 2014 Updated: Monday, March 10, 2014 +228% over 10y
- 19. Improving the Rx Experience = 20% Increase in Online Orders
- 20. THE MATURATION OF DESIGN INSIDE ORGANIZATIONS Pretty Stick
- 21. “There is nothing soft about it. Empathy is a hard skill that should be required from the board-room to the shop floor.” HBR: Belinda Parmar CORPORATE EMPATHY IS NOT AN OXYMORON
- 22. Empathy has been promoted into the consciousness and discourse of the industry… But there are dangers to buzzword status. BINGO!
- 23. The ability to understand and share the feelings of another. Empathy
- 25. Traditionally “Feminine” Characteristics, Interdependence, Millennials', Conscious Capitalism, Social Innovation MORE TRENDS MOVING US IN A POSITIVE DIRECTION
- 27. WHEN SOCIETY WINS, BUSINESS WINS.
- 28. UTILITY MEANING From designing for utility and convenience to designing for meaning and value in the context of people’s lives.
- 29. PURPOSE WILL LEAD TO PROFIT.
- 30. “As organizations operationalize their purpose, we will see Corporate Social Responsibility, Customer Experience, and Innovation disciplines converge. ” Little ‘Ole Me
- 31. JoslinA decided focus on wellness puts one of the first all digital health coach in the hands of millions.
- 32. SHARED VALUES +SHARED ACTION =SHARED PROFIT Cindy Gallop(FINANCIAL & SOCIAL)
- 33. What Motivates? CDC Designs for Medication Adherence
- 34. is a byproduct of how we are organized to deliver it. THE EXPERIENCE
- 36. COLLABORATION IS THE NEW INNOVATION. Me Again.
- 37. DESIGN WITH THE GOAL OF HUMAN FLOURISHING.
- 38. INTEGRATING EMPATHY AND PURPOSE INTO OUR WORK METHODS FOR
- 39. What is our purpose? Push for clarity. Make the case. ASK THE QUESTION.
- 40. Establish guiding design principles which establish focus and guide decision making. TRANSLATE PURPOSE INTO PRINCIPLE.
- 41. "You have to have a good theory. Every time we take an action it is predicated upon a theory. It is in understanding the people we serve in the present that we construct a theory about the future.” Clayton Christenson CONSTRUCT A THEORY
- 42. BECOME STUDENTS OF THE PROBLEM, INCLUSIVE IN OUR APPROACH. LEARN TOGETHER
- 43. Molding Technology to Match Clinician Workflows
- 44. DO TOGETHER INVITE OTHERS TO THE TABLE TO IMAGINE THE POSSIBILITIES
- 45. Joslin Digital Diabetic Weight Loss Program
- 46. INTRODUCE THE TOOLS & METHODS TEACH TOGETHER AND EVANGELIZE THE BENEFITS
- 47. …To actually develop empathy… you need the reasoning, reactions, and guiding principles. - Indi Young PERSONAS
- 49. will tell us where we need to FOCUS, where we are DOING WELL, and where we need to IMPROVE. EMOTION
- 51. Sara Wachter-Boetcher “Everybody Hurts: Content for Kindness” … if we’re able to consider users at their worst, and if we’re able to make experiences feel good for people at their most vulnerable, most difficult moments, then we can make them work for everybody." DESIGN FOR PEOPLE AT THEIR WORST
- 52. CVS Helping Consumers Navigate their Health
- 53. HIERARCHY OF NEEDS FORMULATE A RESEARCH INSPIRED Trustworthy & Safe Easy Kind Meaningful Very Cool Delightful Relatable Functional
- 54. Stimulate and align with intrinsic motivation to facilitate lasting BEHAVIOR CHANGE
- 55. HotSeat HOTSEAT tackles sitting disease through behavior change and game design
- 56. Whose responsibility is this need? Look for orphaned needs.
- 57. STRATEGIC PARTNERS PEOPLE FAMILY & FRIENDS SOCIAL MEDIA COMMENTATERS WELLNESS SALESPERSON STATE/FED LEGISLATION STATE/FED REGULATORS HR BENEFITS ADMIN CONTENT CREATOR INTERNAL SALES DTF/DSPOC COMPANY CONTACT UCCI IT OFFICE ASSISTANT 3RD PARTY VENDOR OTHER PATIENTS GOVN’T ADMIN BLOGGERS RECEPTION BROKER HYGIENIST DENTIST STATES VS. OVERSEAS CONFERENCES AT WORK AT HOME BENEFITS FAIR MILITARY EVENTS PROVIDER OFFICE EXAM ROOM WAITING ROOM PARKING LOTS COMMUNITY OUTREACH TRAVELING ONLINE IN CAR REMOTE VS. POPULATED AREA CO-WORKERS DEPENDENTS REPORTERS RECOVERY KIDS BEGIN DENTAL CARE USE MYDENTAL BENEFITS UNDERWRITING ONBOARDING CHANGE PLAN CHOOSE DENTAL TREATMENT EMERGENCY PROTOCOL BENEFITS SELECTION ACCOUNT INSTALLATION MEMBER REGISTRATION MAKE AN APPOINTMENT SUBMIT A CLAIM INQUIRY REFERRALMAKE A PAYMENT HOME CARE & MAINTENANCE ONLINE REGISTRATION CAN CREATION ACTIVE DUTY ACTIVATION TRAVEL TO DENTIST COST- ESTIMATOR AUTHORIZATION APPROVAL LOD INJURY STRATEGIC PARTNERS INFO STORE AUTHORIZATION SUBMISSION LOD APPROVAL MILITARY INSTALLATION GRIEVANCES SUBMIT AN APPEAL AUDITS GO TO DENTIST FIND A DENTIST MOVING PLAN/ PRODUCTS OPINION LAB CO COMPUTER BILLS COVERED SERVICES TABLET EM W PROVIDER AMENITIES BENEFITS GRID MY B W MPHONE LETTERS (W MARKETING MATERIALS CHOMPER CHUMS PRE DETERMINATION GOOGLE MAPS ID CARD MEMBER APP SOCIAL MEDIA MOBILE APPS UCD WEBSITE ENVIRONMENTS PROCESSES DENTAL SUPPLY REP PEOPLE ORAL SURGEON OTHER DENTISTS PHARMACY LAB INSURANCE COMPANY FAMILY OFFICE MANAGER HYGIENISTS SPECIALISTS RECORD KEEPING TRAFFIC PARKING LOT ADMIN SPACE OPERATING ROOM LOCATION WAITING ROOM OFFICE ASSISTANT RECEPTIONIST PATIENTS SENDING EMAILS FILING CLAIMS SCHEDULING APPOINTMENTS FACILITY MAINTENANCE GREETING PATIENTS CREDENTIAL- ING OBTAINING LICENSING REQ CLEANING TEETH BILLING PATIENTS CONDUCTING PROCEDURES BEING ON-CALL FOR HOURS CONDUCTING EXAMS PHONE CALLS ORDER SUPPLIES MARKETING FAX WEBSITE MY PATIENT BENEFITS EMAIL PRACTICE MANAGEMENT SOFTWARE MAIL DENTAL EQUIP- MENT/TOOLS PHONE COMPUTERS NETWORK ENVIRONMENTS PROCESSES ARTIFACTS BANKING PEOPLE PARTNER ENROLLMENT DEPARTMENT PARTNER SALES REP TPAS OTHER EMPLOYEES DENTAL ELECTRONIC SERVICES IT SUPPORT OTHER CARRIERS PARTNER ACCOUNT INSTALLATION TRADE EVENTS PAPER HEALTH & BENEFITS FAIRS OPEN ENROLLMENT BROKER OFFICE PRIVATE EXCHANGE MOBILE PUBLIC EXCHANGE ACCOUNT INSTALLATION MEMBERSHIP AND BILLING PEGA SYSTEM ANALYST OPEN ENROLLMENT ENROLLMENT PROCESS PERFORMANCE GUARENTEE RESEARCH ON AN EXCHANGE REVIEW CLAIMS EXP. BILLING PROCESS MEMBER COMPLAINTS BROWSE ON THE WEBSITE REVIEW OF LAWS BILL PAYMENT REVIEW NETWORK SUFFICIENCY DETERMINE FUNDING NEED FOR INSURANCE ONBOARDING EMPLOYEES REVIEW OF COMPETITORS FINALIST PRESENTATION DETERMINE BENEFIT BUDGETS REQUEST A QUOTE GEMUS ERROR REPORTING PREMIUM FILES CERT E-DELIVERY (ENROLLMENT) SHARPOINT (MAINT. FORMS) POLICY DOCUMENT AGL (INSTALLA- TION & MAINT.) DEMO- GRAPHICS SALES BROCHURES GPA (POLICY) COB LAT GEO P EX ELECTRONIC FORMS ADMIN KITS GLI E ACCOUNT MANAGEMENT PORTAL E-BILL INVOICES ELECTRONIC COMMUNICATION PAPER ENROLLMENT ENVIRONMENTS PROCESSES ARTIFACTS DENTAL SUPPLY REP PEOPLE ORAL SURGEON OTHER DENTISTS PHARMACY LAB INSURANCE COMPANY FAMILY OFFICE MANAGER HYGIENISTS SPECIALISTS RECORD KEEPING TRAFFIC PARKING LOT ADMIN SPACE OPERATING ROOM LOCATION WAITING ROOM OFFICE ASSISTANT RECEPTIONIST PATIENTS SENDING EMAILS FILING CLAIMS SCHEDULING APPOINTMENTS FACILITY MAINTENANCE GREETING PATIENTS CREDENTIAL- ING OBTAINING LICENSING REQ CLEANING TEETH BILLING PATIENTS CONDUCTING PROCEDURES BEING ON-CALL FOR HOURS CONDUCTING EXAMS PHONE CALLS ORDER SUPPLIES MARKETING FAX WEBSITE MY PATIENT BENEFITS EMAIL PRACTICE MANAGMENT SOFTWARE MAIL DENTAL EQUIP- MENT/TOOLS PHONE COMPUTERS NETWORK ENVIRONMENTS PROCESSES ARTIFACTS ECOSYSTEMS MEMBER PROVIDER EMPLOYER BROKER Audit every touch point in the ecosystem against hierarchy of needs.
- 58. CVS Helping a Hospital Empower the Newly Diagnosed
- 59. HBR: Belinda Parmar “Empathy can be measured, and your business’s empathy quotient can be assessed, allowing CEOs to pinpoint their companies’ strengths and weaknesses, and see how they rank alongside their competitors.” EVALUATE AND MEASURE
- 60. Consider how business decisions will impact the customer through a gut check or more involved surveys and analysis. How many people will be effected, and how often? Positive Neutral Negative BUSINESS DECISIONS GUIDING
- 61. MOVE BEYOND DESIGN THINKING INTO DESIGN DOING.
- 62. WHAT IS YOUR SUPER POWER? WHAT DO YOU CARE ABOUT? WHAT IMPACT DO YOU WANT TO MAKE?
- 63. WE ARE THE DESIGN. Aleta Hayes
- 64. @ Amy Cueva | @ MadPow - Founder & Chief Experience Officer @CenterHXD – Director | @ HXRefactored - Chair of Design Track THANK YOU.