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Slide 1 © Fjord 2012 | Confidential

Digital transformation in the Health and Wellness domain

October 2012

© Fjord 2012 | Confidential

Contents

1 Briefly about Fjord

2 Health and wellness challenges

3 Large digital trends

4 New digital dynamics in health & wellness

5 Inspiration and insights

6 Early ideas


Briefly about Fjord

1



At Fjord we do service design

We create useful, effective, and desirable services that people love.


We connect people and technology

Human needs, actions, and behaviour

Devices, networks, software, sensors

and data



Some of our clients


Examples of our work in the domain

E-Tech Awards Winner 2012

We’re collaborating with Harvard Medical School to re-imagine the universal Pediatric Growth Chart

We’re working with Adidas on two sensor-based wearable fitness solutions in their MiCoach range

We’re working with this start-up to bring their high-performance athlete service to the masses


Health and wellness challenges

2



An aging population

Today, people aged 65 years or over in the EU

18%By 2060 the share will be

30%

Workforcedecreases, leading to

less incomefor society, while the

healthcare costs

increase



Bad lifestyles & chronic disease

1 Billionof the world’s population is overweight

300Millionof these 1 billion

people areclinically obese

50% increasein diabetes in the UK

in the last 5 years



Age impacts what we care about

25 50 75

Look better

Live healthier

Prevent disease

Treat disease



Some needs are universal

“In the 19th century health was transformed by clean and clear water. In the 21st century health will be transformed by clean, clear knowledge.”

Sir Muir Gray


A shared driver for people & society

fromreactive

health management

toproactive

health management



Digital trends

3



Digital transformation waves

1990’s 2000’s 2010’s

Desktop web



2010’s1990’s 2000’s

MobilityDesktop web



1990’s 2000’s 2010’s

Mobility Living servicesDesktop web



1990’s 2000’s 2010’s

Mobility Living servicesDesktop web

Com

ple

xit

y


The living services wave

New devices and connected sensors enable the capturing of massive amounts of highly fluid data.

• Living entities – living and evolving entities. We need to design for fluidity and change.

• Built for and around people – built around people and their lives, adapting to context and needs.

• Natural interfaces – go beyond click & touch, to voice, gestures, info from body sensors, etc.


“People ask me what Web 3.0 is all about. It’s about the web of sensors”Tim O’Reilly

The biggest enabler is sensors



“Re-imagination of nearly everything powered by New Devices + Connectivity + UI + Beauty”Mary Meeker of KPCB

Image: http://gigaom2.files.wordpress.com/2012/05/eq7g4601.jpg

Digital is transforming the world



Disrup

tion

Finance

Disrup

tion

Education

Disrup

tion

Retail

Disrup

tion

Telecom

Traditional industry verticals are often inward-looking.

The disruption starts from a broader consumer-led domain.

Image: http://www.flickr.com/photos/eatingoutloud/3451406160/sizes/z/in/photostream/

Disrup

tion

Medical

The medical sector is a prime example of this.

Mary Meeker estimates the ‘re-invention’ market impacted to have a turnover of over $35tn.

Digital and mobile disruption



New digital dynamicsin the health and wellness domain

4



Quantification for everyone

The world of logging apps and sensor-enabled devices is looking to the mainstream, and the pursuit of well-being for everyone.


Specialist equipment consumerised


The chart fatigue challenge

For people who start monitoring themselves, initially it’s interesting to see the raw data. But the novelty wears off. When you need to move from achieving a goal to maintaining a level, chart fatigue easily kicks in.


Who will own and access our data?• Will your hospital or doctor

own your medical data?• Will the cloud masters own

your data?• Should it belong to all of us?


“The patient is the most underused resource in medicine”e-Patient David deBronkart

Tim O’Reilly

A communication gap between healthcare pros and patients



The risk of a doctor–patient gap

DOCTOR PATIENT

Most healthcare professionals have not adopted new digital tools at work.At the same time people’s expectations are changing.


We evolve – From Homo Sapiens…


…to Homo Cumulus


Inspiration and insights

5



WISDOM

KNOWLEDGE

INFORMATION

Raw data is not sufficient

UNDERSTANDING

DATA

CO

NTEX

T

understandingrelations

understandingpatterns

understandingprinciples


Adding meaning

BEFORE

AFTER

Wired magazine redesigned the blood test results sheet to make it more meaningful.



Adding meaning

Test Name In Range Out of RangeReference Range LabCHOLESTEROL 211

125-209 mg/dL 63

BEFORE

AFTER



Good data visualisation is critical

The age of Big Data is upon us. This is certainly the case in health and wellness. But a challenge that needs to overcome is to not only present data, but also make it meaningful and actionable.


In wearables, style & fashion matter



The wrist is the next frontier

The surge in smart watches successfully funded is increasing. There is however still a quest for the killer app. MetaWatch and TouchWatch are funded, but nowhere at the level of Pebble’s $10M Kickstarter record. The Fuelband is seen on the wrist of many – people like it, but everyone complains about inaccuracy.


Sensors get lost and washed

One clear drawback of the wearable sensors that are clipped onto our cloths, is that we tend to forget them, lose them, or destroy them in the laundry machine.Sensors that are worn on your skin or are embedded in the smartphone are less likely to be lost or forgotten.


Open wellness platforms emerging

Data siloes is a real problem for users and healthcare professionals alike. Open activity collection platforms are seeing the daylight. Fluxtream and Health Graph are very interesting as they allow both read and write. Withings has launched a new wellness coach allowing you aggregate a range of services and sensors from Zeo to Bodymedia. Macaw from USPM is also moving towards aggregation.


Creating rituals and habits is hard

3. EDUCATION

2. ENFORCEMENT

1. ENGAGEMENT


A potent service design combo

Wearable sensingWearable sensing Minimal

personal input

Aggregated meta data presented in

motivational form

Wellness transformation


Early ideas

6



• DIGITAL PHARMA•



• CUSTOM DESIGNED DRUGS •



• HOME PRINTED DRUGS •



• THE SOULMATE•



• THE DEVICE •



• POCKET X-RAY •



• DIAGNOSE OTHERS •



• DIGITAL JEWELLERY •



• GLANCEABLE •• AND AMBIENT •



• COMMUNICATION •



• DIGITAL REAL-WORLD GAMING •



Games are becoming ‘real’ again

PHYSICAL ACTIVITY

GEOCACHINGExercise: Modest

KINECTExercise: Low

ZOMBIES RUNExercise: High

Promotions, like the Fjord-designed app for Batman ‘The Dark Knight Rises’ can also challenge the users to physical activity – for example movements in their city to attack or defend it.



• REAL DIGITAL SOCCER •



• DIGITAL RITUALS •

EXAMPLE EXISTING RITUALS TO BUILD ON

• Getting up• Weighing oneself• Brushing teeth• Looking in the mirror• Taking a shower• Having a cup of tea or coffee• Running / biking• Sunday breakfast• Setting alarm when going to bed• Getting into the car or on board the bus/train/tram• Going to bed



TONGUE PICTURE AND SKIN MOLE CHECK



TOOTHBRUSH FOOD AND NUTRITION FEEDBACK



ECG AND BLOOD PICTURE


Thank you.


Thank you

www.fjordnet.com | @fjord

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