design thinking your way to meaningful innovation · design thinking your way to meaningful...

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Design Thinking Your Way to Meaningful InnovationINV5, March 5, 2018

Amy Cueva, Mad*Pow @AmyCueva

Jacob Reider, Alliance for Better Health @JacobR

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Learning Objectives• Describe Human Centered Design, and its importance in creating

new solutions to care delivery challenges as well as how it fits in with other methods, such as lean/process improvement

• Express the role of Design Thinking in experience innovation, technology product development, implementation, and optimization

• Explain design ownership, and how vendors and implementers both own part of designing, implementing, measuring, and evolving solutions

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Agenda• Amy Discusses Human Centered and Purpose Driven Design

• Jacob Discusses Cultural Considerations in Innovation

• Q&A

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DESIGN FOR CHANGE

Amy Cueva

Founder & CXO, Mad*PowChair, Health Experience Design ConferenceManaging Director, Center for Health Experience Design@amycueva

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TYPES OF DESIGN

Value Proposition Design

Ethnographic Research

Experience Strategy

Service Design

Concept Prototyping

Design Thinking Facilitation

Innovation Practice Building

Organizational Design & Training

Applied Behavioral Science

Target Audience Segmentation

Behavioral Analysis

Intervention Design

Design for Effective Engagement

Data / Statistical Analysis

Pilot, Trial, and Measurement

Digital Strategy & Execution

UX Research & Validation

Interaction Design

Visual Design

Content Strategy

Copywriting

Front End & Prototyping

Mobile & Web Development

Behavior Change Digital SolutionsExperience Innovation

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TRIPLE DIAMOND APPROACH

Adapted from “Double Diamond Model of Product Definition and Design from UK Design Council

DISCOVER SYNTHESIZE IDEATE FOCUS DEFINE BUILD

Business

Driver Strategy Prototype

Solution

Launch

Research &

Discovery

Strategy &

Planning

Design Concept &

Definition

Detailed

Design

Application

Development

Installation &

Monitoring

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Clarity of purpose

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DISCOVER CORE VALUE PROPOSITIONS

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MEASURE FOR SUCCESS

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WHAT IS MOST IMPORTANT?

Designing for people starts with understanding what drives them, what they value most, what motivates them, and what works for them today (and what doesn’t).

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RESEARCH & EXPLORATION METHODS

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BEHAVIORAL ARCHETYPES

PREFERS DIGITAL PREFERS PEOPLE

RELATIONSHIP ORIENTED PURELY TRANSACTIONAL

LITTLE/NO INVESTMENT EXPERIENCE EXPERT INVESTOR

EMOTIONAL DECISION MAKER LOGICAL DECISION MAKER

HANDS ON FINANCES HANDS OFF FINANCES

TECHNOLOGY AVERSE EARLY ADOPTER

MISTRUST OF FINANCIAL

ESTABLISHMENTTRUST FINANCIAL COMPANIES

IMPATIENT HIGH PATIENCE

SPENDS LITTLE COGNITIVE ENERGY

ON FINANCES

THINKS A LOT ABOUT THEIR FINANCES

INDPENDENT DECISION MAKER RELY ON EXPERTS FOR DECISIONS

NOT AVERSE TO COMPLEXITY LOATHE THE COMPLEX

“The Newly Employed Millennial”

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EMOTION MATTERS

In health the sense of vulnerability can be great. Emotions run high when things go wrong or are in a state of transition and can affect people’s ability to learn and make decisions.

Design for the moments that matter. Helping people to communicate with one another, navigate and plan can bring confidence. Design for empathy, comfort, and delight.

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UNDERSTAND SITUATIONAL CONTEXT

• Discover how situations

both positive and negative

affect the outcome when

interacting with products

and services.

• Are there specific scenarios

we should design for or at

least acknowledge.

• Can context of use inform

proper cadence and scale.

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THE ECOSYSTEM OF INTERACTION

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EMOTION

MATTERS

Health impacts lives in very real ways. Health is essential

for living the life you hope for. In health the sense of

vulnerability can be great.

Emotions run high when things go wrong or are in a state

of transition and can affect people’s ability to learn and

make decisions.

Design for the moments that matter. Help people to

navigate and plan can bring confidence.

INVITE PEOPLE TO THE TABLE OF INNOVATION

These artifacts were created in a participatory design

workshop where end users engage in various co-

design activities to uncover latent needs and

generate solution ideas at the same time. These

items are fun to look at, but the real value of this

process comes from observing the ways that

participants discuss these creations, as the words

they use and the stories they tell about their

inventions inform our design process.

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PARTICIPATORY MINDSET

Credit: Liz Sanders

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FIND BEHAVIORAL TRIGGER EVENTS

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MODEL THE JOURNEY

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HOW DO LEAN & HUMAN CENTERED-DESIGN CONNECT?

Lean helps to optimize existing processes, addressing friction points and removing waste in the system.

Human-Centered Design helps to deeply understand the ongoing variable needs of key audiences and leverages creative process to generate potential solutions that address them.

New solutions identified through ideation can be validated and then deployed and improved through process improvement.

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COM-B MODEL

Physical Capability

Psychological Capability

Physical Environment

Social Environment

Automatic Motivation

Reflective Motivation

Motivation

Opportunity

Capability

Behavior

Michie, Richardson et al. (2013)

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COM-B AND INTERVENTION FUNCTIONS

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SELF DETERMINATION THEORY

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THE LEVERS OF MOTIVATION

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We are the design

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Designing forInnovation

Creating Innate Demand for Innovation

Jacob Reider: @JacobR

CEO, Alliance for Better Health

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Once upon a time …

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WILLIAM R. MILLER PH.D

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Questions?• Amy Cueva: @amycueva

– Founder & CXO, Mad*Pow: @MadPow

– Chair, Health Experience Design Conference: @HXDConf

– Managing Director, Center for Health Experience Design @CHXD

• Jacob Reider: @JacobR• CEO, Alliance for Better Health