ux in healthcare - why are patients so resistent to good advice?!
TRANSCRIPT
UX in Healthcarewhen patients are human
LA UX Healthcare Meetup Series
6/11/14
Kathryn E. Campbell
Managing Partner, Primitive Spark
Kathryn E. Campbell
Managing Partner, Primitive Spark
User Experience Professionals Association
Board of Directors
why do patients resist
adherence to protocols
that will help them?!
why do people resist being
told what to do?
Thoughts
Memories
Feelings
Instincts
Stupid
Stupid Poor
UninsuredStupid Poor
Vaccine Promotion Messaging
Four strategies used to convince parents that
vaccination is safe and that there is no link
between vaccination and autism:
1. Correcting false claims with facts
2. Describing disease risks to unvaccinated
children
3. Disease narrative/”True Story”
4. Disease images
Vaccine Promotion Messaging
Four strategies used to convince parents that
vaccination is safe and that there is no link
between vaccination and autism:
1. Correcting false claims with facts
2. Describing disease risks to unvaccinated
children
3. Disease narrative/”True Story”
4. Disease images
Vaccine Promotion Messaging
“False beliefs, it turns out, have … to
do with self-identity: What kind of
person am I, and what kind of
person do I want to be? ”
Stephan Lewandowsky, researcher on
misinformation and false beliefs
let’s try
something
together
Do you use:
UX Toolkit
Do you use:
• Personas?
UX Toolkit
Do you use:
• Personas?
• User stories?
UX Toolkit
Do you use:
• Personas?
• User stories?
• User Experience Journeys?
UX Toolkit
Patient Experience Journeys
PM 360 pharmaceutical marketers
The user’s experience doesn’t
begin with a website or app…
But with the narrative they
create about their conditionI’m going to
prescribe some
medication, but
you also need to
make some
changes
I’m not normal.
Who will want to
be around me?
My life will never
be the same.
Empowering users may hold
the key
Empowering users may hold
the key
Co-creating
goals and plans
Empowering users may hold
the key
Positive feedback
loops
Co-creating
goals and plans
thank you!