designing healthcare - cumulative research approach
TRANSCRIPT
Designing healthcare
Dina Goebel & Belinda Tobias
AGED CAREOPTICAL DENTAL MEDICA
L HEALTH INSURANCE
We practice human centred design to deliver innovation.
In partnership with our clients and their customers, we conduct research to uncover opportunities.
We design with human behaviour in mind and deliver products and services that people enjoy using to achieve
the outcomes they want.
WHAT Define the ideal customer experience for GP visits
WHO• Top 5 chronic conditions• Recently moved• Recently had a child
HOW1. Metaphor Elicitation2. High level story cards3. Journey mapping4. Word association
A cumulative research approach
1. Metaphor elicitationEliciting emotive response through visual metaphor.
MetaphorWe are asking our brains to re-cognise what we know and apply it to something new.
Metaphors
Using a sledge hammer to crack a nut
Metaphors
This homework is a breeze
Metaphors
I took her words to heart
MetaphorsSome health related ones
Battling heart disease
Fighting cancer
I had the life sucked out of me
MetaphorsOne from the research
Doctors make me sick
1. Metaphor elicitationWe provided the candidate with a choice of images to choose from to create their health care story.
1. Metaphor elicitationThe use of visual imagery and metaphor allows them to more accurately introspect and explain their emotional experiences.
2. High level story cardsStory cards are used for initiating conversation in a one-on-one interview, especially around sensitive topics, and drive momentum throughout the exercise so it can be completed in a pre-specified time.
3. Journey mappingThe purpose of this exercise is to document the experiences people have when visiting a GP Clinic. This will highlight opportunities for improvement.
4. Word associationFree word association brings up the most evocative image or metaphor the participant will relate to the brand without thinking about it.
Defined word association is a more conscious process. When used with intensity cards, it provides a focus for the feeling toward the brand.
Synthesis:
Analysis:Detailed examination of the elements or structure of something
The combination of components or elements to form a connected whole
Outputs:Design principlesCustomer journey mapOpportunity areasDesign framework
Designing healthcare
Dina Goebel & Belinda Tobias
[email protected] |0403 290 715phone |tobiasandtobias.com.auweb |@belinda81025423twitter |