@ Amy Cueva

@ MadPow - Founder & Chief Experience Officer

@ HxRefactored - Chair of Design Track – April 5-6, 2016

DESIGN FOR CHANGE:

EMPATHY AS OUR GUIDE

“The world hates change, yet it is the only thing that has brought progress.”

Charles F. Kettering

Design provides us with a creative and human-centered pathway to inspire, motivate, and guide change – helping us to improve the experience of health for the populations we serve.

DESIGN FOR CHANGE

DESIGN FOR CHANGE Empathy Inspired Design

Behavior Change Design

Organizational Design

Individual: Inspired Direction

Business: Customer Focused Results

Societal: Positive Human Impact

USING EMPATHY AS OUR GUIDE IN DRIVING CHANGE

WE ARE pioneers, innovators, designers, technologists, strategists, believers, change makers, patients, doctors, family members, executives, people,

WOUNDED HEALERS.

”…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

FUELS OUR DRIVE.OUR EMPATHY

PEOPLE WILL TELL US WE ARE WRONG.

“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

MAKES US STRONGER.ADVERSITY

WHAT IS GOOD FOR THE PEOPLE WE SERVE IS ULTIMATELY GOOD FOR THE BUSINESS.

“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

THE VALUE OF DESIGN Design-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

Improving the Rx Experience = 20% Increase in Online Orders

THE MATURATION OF DESIGN INSIDE ORGANIZATIONS Pretty Stick

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

Lobbyists

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

Executive Branch

Employer

Condition Management Companies

Information: Google, Web MD, YouTube, iTunes

Condition Management Start Up

Walk in Clinic

Organizations & Non-Profits

Health Tech

Health Exchanges

State Government

Local Agencies

Health Communications

Patient Community

THE HEALTH ECOSYSTEM

THE HEALTH ECOSYSTEM

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

Lobbyists

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

Executive Branch

Employer

Condition Management Companies

Information: Google, Web MD, YouTube, iTunes

Condition Management Start Up

Walk in Clinic

Organizations & Non-Profits

Health Tech

Health Exchanges

State Government

Local Agencies

Health Communications

Patient Community

WE CAN GATHER TOGETHER AROUND SHARED OBJECTIVES & DESIGN AN ECOSYSTEM OF CARE.

What Motivates?CDC Designs forMedication Adherence

SHARED VALUES + SHARED ACTION = SHARED PROFIT Cindy Gallop

(FINANCIAL & SOCIAL)

EXPERIENCE ECONOMY

IT IS AN

WHEN SOCIETY WINS, THE BUSINESS WINS.

PURPOSE BEYOND PROFIT?

WHAT IS YOUR

“As organizations operationalize their purpose, we will see Corporate Social Responsibility & Customer Experience disciplines converge. ”

Little Ole’ Me

THE DESIGNER’S HIPPOCRATIC OATH

@DesignersOath

INTEGRATING EMPATHY INTO YOUR ORGANIZATION

METHODS FOR

BECOME STUDENTS OF THE PROBLEM, INCLUSIVE IN OUR APPROACH.

in ethnographic studies so they can experience customers first hand and feel empathy for them. A research report alone won’t do it.

IMMERSE KEY STAKEHOLDERS

"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

Where to FOCUS,

where we are DOING WELL,

& where we need to IMPROVE.

EMOTION WILL SHOW US

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

Walk in the customer’s shoes.

EXAMINE THE INTERPLAY OF EMOTION WITH THE JOURNEY

Evidence-basedmaternity decision making for PregnantMe

CUSTOMER NEEDS

FORMULATE AHIERARCHY OF

Trustworthy

Easy

Kind

Meaningful

Very Cool Delightful

Relatable

Functional

CVS

Helping a Hospital Empower the Newly Diagnosed

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

UCCIIT

OFFICE ASSISTANT

3RD PARTY VENDOR

OTHER PATIENTS

GOVN’T ADMIN

BLOGGERS RECEPTION BROKER

HYGIENIST

DENTIST STATES VS. OVERSEAS

CONFERENCES

AT WORK

AT HOME

BENEFITSFAIR

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

LODINJURY

STRATEGIC PARTNERS

INFO STORE

AUTHORIZATION SUBMISSION

LOD APPROVAL

MILITARY INSTALLATION

GRIEVANCES

SUBMIT AN APPEAL

AUDITS

GO TO DENTIST

FIND A DENTIST MOVING

PLAN/PRODUCTS

OPINIONLAB

NEWSCOVERAGE

COMPUTER

BILLS

COVERED SERVICES TABLET

EMPLOYER WEBSITES

PROVIDER AMENITIES

BENEFITSGRID

MY DENTAL BENEFITS

WEBSITES

MONEYPHONE

LETTERS (WEB APP)

MARKETING MATERIALS

CHOMPER CHUMS

PREDETERMINATION

GOOGLEMAPS

ID CARD

MEMBERAPP

SOCIALMEDIA

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

PARKINGLOT

ADMINSPACE

OPERATING ROOM

LOCATION

WAITING ROOM

OFFICE ASSISTANT

RECEPTIONIST PATIENTS

SENDING EMAILS

FILINGCLAIMS

SCHEDULINGAPPOINTMENTS

FACILITY MAINTENANCE

GREETING PATIENTS

CREDENTIAL-ING

OBTAINING LICENSING REQ

CLEANING TEETH

BILLING PATIENTS

CONDUCTING PROCEDURES

BEING ON-CALL FOR HOURS

CONDUCTING EXAMS

PHONECALLS

ORDERSUPPLIES 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

TRADEEVENTS

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

BILLPAYMENT

REVIEW NETWORK

SUFFICIENCY

DETERMINE FUNDING

NEED FOR INSURANCE

ONBOARDING EMPLOYEES

REVIEW OF COMPETITORS

FINALIST PRESENTATION

DETERMINE BENEFIT

BUDGETS

REQUEST A QUOTE

GEMUS

ERROR REPORTING

PREMIUMFILES CERTIFICATIONS

E-DELIVERY (ENROLLMENT)

SHARPOINT (MAINT. FORMS)

POLICY DOCUMENT

AGL (INSTALLA-TION & MAINT.)

DEMO-GRAPHICS CARD

SALES BROCHURES

GPA (POLICY) COBE (INSTALLATION TOOL)

GEO-REPORT

PRIVATE EXCHANGE

ELECTRONIC FORMS

ADMIN KITS GLI E-QUOTE

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

PARKINGLOT

ADMINSPACE

OPERATING ROOM

LOCATION

WAITING ROOM

OFFICE ASSISTANT

RECEPTIONIST PATIENTS

SENDING EMAILS

FILINGCLAIMS

SCHEDULINGAPPOINTMENTS

FACILITY MAINTENANCE

GREETING PATIENTS

CREDENTIAL-ING

OBTAINING LICENSING REQ

CLEANING TEETH

BILLING PATIENTS

CONDUCTING PROCEDURES

BEING ON-CALL FOR HOURS

CONDUCTING EXAMS

PHONECALLS

ORDERSUPPLIES 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.

is a byproduct of how we are organized internally to deliver it.

THE EXPERIENCE

TRAIN YOUR ORGANIZATION IN EMPATHY & HUMAN CENTERED DESIGN

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

EMPATHY WILL INSPIRE OUR DIRECTION,

FUEL BUSINESS INNOVATION, &

DELIVER POSITIVE HUMAN IMPACT.

THANK YOU.

@ Amy Cueva

@ MadPow - Founder & Chief Experience Officer

@ HxRefactored - Chair of Design Track – April 5-6, 2016