creating a patient-centric online experience
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#effectiveui@effectiveui
Cancer Treatment Centers of America:Patient Empowered Care
Matt Eaves, Director, Engagement, CTCAPeyton Lindley, Executive Director, Experience Design, EffectiveUI
Wednesday, June 27, 12
CTCA Mission:CTCA is the home of integrative and compassionate cancer care. We never stop searching for and providing powerful and innovative therapies to heal the whole person, improve quality of life, and restore hope.
Wednesday, June 27, 12
We’ve heard patients say on many occasions: ‘I knew CTCA was the place for me the moment I walked into the lobby.’ Let’s not make them wait to walk into the lobby. —PATIENT EXPERIENCE PROJECT BRIEF
““
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but how do you communicate this kind of thing?Wednesday, June 27, 12
the best-in-class cancer treatment professionalsWednesday, June 27, 12
...who also happen to be ‘people’ peopleWednesday, June 27, 12
and who work in tightly-collaborative, integrated teams you would expect from agile development, not from a hospital
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this is what we needed to bring to life.Wednesday, June 27, 12
so how?
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the landscape (as we see it)
BRAND EXPERIENCE
CUSTOMEREXPERIENCE
USEREXPERIENCE
(digital)
MARKETING
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human-centered design methods & marketing?
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answers the questions: ‘who’, ‘how many’, ‘what’Wednesday, June 27, 12
answers the questions: ‘how’, ‘why’, ‘whether’Wednesday, June 27, 12
The approachHow we worked together was as important as what we created together.
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the black-box approach
FINDINGS&
OUTPUTS
CUSTOMER INSIGHT
Mysterious and wonderful things happen here!
ANALYSIS & SYNTHESIS
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the black-box approach
FINDINGS&
OUTPUTS
CUSTOMER INSIGHT
vs. the co-created approach
FINDINGS&
OUTPUTS
CUSTOMER INSIGHT
WAR-ROOM TRANSPARENCY
WORKSHOPWITH CLIENT
Mysterious and wonderful things happen here!
ANALYSIS & SYNTHESIS
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Experience Planning:Understanding the problem space
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gap due to lack oftrust & knowledge
facts &
choices
deliberatio
n
decision
making
seeking answers decision on CTCA
center on the problem
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our first workshopWednesday, June 27, 12
“a day in the life”Wednesday, June 27, 12
co-creation: lowering the barriers to participateWednesday, June 27, 12
co-creationWednesday, June 27, 12
lo-fi illustrationsWednesday, June 27, 12
the design workshop: “telling the story”Wednesday, June 27, 12
filming with HCD techninquesWednesday, June 27, 12
The results.
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So what have we learned?
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getting the right people to the table
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So what’s next?
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Thank you.Questions?
#effectiveui@effectiveui
Wednesday, June 27, 12
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