In this presentation User Intelligence illustrates the immense complexity of the health care industry, making it a tough industry to design a successful product or service for.
We recognize the shift of the industry, towards a more patient centered approach in the development of new products, processes and services. However, patient centrism seems to be sought after by copying a user centered approach from other industries. User Intelligence argues that this is too much simplified, and will leave out too many stakeholders, which in the end will negatively affect the result of a design project.
The health care industry deserves an approach in which the complexity of the industry is respected and incorporated. An example of an approach adapted to the specific needs of the health care industry is illustrated by a project on the emotional well being of prostate cancer patients.
6. Martje van der Linde
Research Director at User Intelligence
7. We are an international consultancy, specializing in
! Research
! Design
! Strategy
Focus on publishing, telecom and health
t
Netherlands
Amsterdam
Rotterdam
Norway
Oslo
Sweden
Stockholm
Finland
Helsinki
t
global
services
17. Involve Stakeholders to Map their network and Key Insights
Semi-structured interviews
#MappingHealth @martjevdlinde
Patient
Partner
InsurerNurse
Physician
Literature study
Developer
30. #MappingHealth @martjevdlinde
Combine Key Insights into Network Insights
The Patient tries to make sense of
his changed life situation
The Physician has limited time for
an emotional care
The Insurer wants to prevent the
need of psychosocial support
THE CHALLENGE
doctor
Reduce the
patient’s
emotional
disruption
31. #MappingHealth @martjevdlinde
Turn Network Insights into Network Solutions
The Patient’s self-awareness and
ability to make decisions increases
The Physician is dealing with a
more self-aware patient
The Insurer decreases risk on costs
for psychosocial support
A SOLUTION
doctor
A tool for patients
to track & reflect
on their
experiences
34. #MappingHealth @martjevdlinde
Combine Key Insights into Network Insights
The Patient wants more empathy
& is worried to distress family
The Physician doesn’t often take
emotional issues into account
The Nurse wants to monitor the
patient’s emotional well-being
THE CHALLENGE
doctor
Empathy of care
providers,
distress of
family
35. #MappingHealth @martjevdlinde
Combine Key Insights into Network Insights
The Patient is able to comfort family
and update care provider(s)
The Physician is able to empathize
with the patient
The Nurse can get regular insight in
the patient’s emotional well-being
A SOLUTION
doctor
Support the patient
to inform others
about his
experiences
41. #MappingHealth @martjevdlinde
4
Creating
Meaningful
Products &
Services
! Involve multiple Stakeholders.
! Map the network and
Key Insights.
! Discover Network Insights.
! Turn these into
Network Solutions
42. IT’S NOT ABOUT
THE METHOD
#MappingHealth @martjevdlinde
But in the end
I really don’t care how you do it….
5
43.
44. Martje van der Linde
Research Director
+31 (0) 10 737-0227
vanderlinde@userintelligence.com
@martjevdlinde
Thank You!
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Notas do Editor
The only thing I would like you to remember the moment you walk out of this room and go for your second or third cup of coffee of the day is the following:When you are about to take up a project in the health care industry I would like you to do this:
I would like you to do this……
In any case, I would like you to stop, pause, hold, in order to think about how you are going to approach this project. Yes, of course you always do that. But please do it a little longer than normally, because you are about to start a project that is completely different from the other projects you have done before in other industries. In this presentation, we would like to give you the reason why it’s so different this time. And we will also give you an example of how to cope with this.
Bu first a proper introduction….My name is Martje van der Linde and I am the Research Director of User Intelligence. User Intelligence is a user experience agency. We help our clients to improve the experience of their interactive products. We do this, because we believe that great experiences lead to business value.
User Intelligence started in 2002, and we must be doing something right, because we grew from a one man show to a company with 3 offices, in Rotterdam, Amsterdam and Helsinki and we provide services in Norway and Sweden as well. We focus on 3 industries: publishing, telecom and since about 1,5 years we are also moving into the healthcare industry. We have approached this by first attending a lot of events. To just listen and watch what others are doing and where the pain points are….We noticed two remarkable things….
The first remarkable thing is the difference between a conventional industry and the health care industry. In a conventional industry, let’s say telecom, products and/or services go one way, and money goes the other way. It is as simple as that. We have designed for these types of industries many times, we know how that works, and we also know how to do that in a user centred way….
If we look at the health care industry, it is entirely different..YES. Care services are exchanged between the patient and the caregivers; commercial parties like hospitals, medical clinics and independent caregivers. HOWEVER,Money is paid to the health insurance companies directly and to the government through taxes and they both pay for medical treatments. And this is only a simplified model of the industry…. The result of this structure is that the industry has many stakeholders, sometimes with conflicting interests. It is complex, it is fragmented, there is no central organization and health insurance companies are profit driven. Nobody has the overview or the power to truly develop and structure the industry as a whole.
The second remarkable thing is that there seem to be two magic words in the health care industry: eHealth and patient-centrism. eHealth seems to be seen as the solution to all problems, but I actually want to talk about word nr 2: patient-centrism. When talking to people in the health care industry, they are all convinced that the focus should be on the patient, in order to improve perception and moreover improve results. Of course this is already a very positive starting point. However, the way in which this patient-centrism is achieved is copied from how we approach user centred design projects in conventional industries!!!NO GOOD> We are applying an old skool approach to acquire something in an industry that works entirely different!! Patient-centrism does not equal what is best for the patient!
But no, in a health care industry only focusing on the patient (or another important target group, like nurses, or GP’s) will not deliver the same results as we are used to. It is too much simplified and leaves out too many important stakeholders!!Design of a product can deliver good results, but in many cases a project fails in the implementation or scaling phase. E.g. financial structure is insufficiently developed.
So, how to cope with this?We believe it is vital to start with a different approach in the health care industry. You can do that in many ways, but the main trick is to understand the network. To understand the context, the stakeholders and their mutual relationships and take that as a starting point for design. OK. This is very abstract, so we tried to make that a little more tangible….
So: we put together a four step program, which we call the Network Approach:1. Involve multiple stakeholders in research 2. Map the network around the health care process one is designing for – relationships and interactions in processes and the key insights per user group3. Discover the Network insights in the network: situations with conflicts between stakeholders, aligning interests or problems between those stakeholders. 4. Discover what kind of solution can contribute to multiple stakeholders and develop these into Network Solutions. This is still quite abstract, so we will now illustrate this 4 step plan with a project that has been executed by Joris van Kruijssen in the past few months.
I’m the graduate intern at UI and I’m finishing my master’s Design for Interaction at the DUT
I’ve put the Network Approach in practice..With my graduation project.The focus of this project was the well-being of prostate cancer patients, in particular their emotional well-being.
As Martje mentioned, the healthcare network is rather complex. I needed to understand this network with all its pain points and opportunities in order to design a solution that is succesfull.
With the insights that I gathered from the interviews and literature study I’ve mapped the stakeholders.As you may notice this is already more complex than the model Martje showed you earlier, even though it’s a still simplifiedThe patient and his partner are in the center in this model, because they interact with nearly everyone in this contextHowever this doesn’t imply patient-centrism
With gathered insights I’ve mapped the stakeholders.As you may notice this is already more complex than the model Martje showed you earlier, even though it’s a still simplifiedThe patient and his partner are in the center in this model, because they interact with nearly everyone in this contextHowever this doesn’t imply patient-centrism
With the relations of the stakeholders in mind, I’ll elaborate a bit on the most striking things that I’ve noticed; the key insights
The doctor simply wants healthy patients…
Skeptical because doubts about legislations, reimbursement. They don’t feel the urge and don’t see the effectiveness. In their eyes it might hurt the quality of care and the employment.
The doctor simply wants healthy patients…
The goal of the insurer is to supply the patient as efficiently and effectively with care, to make the patient as healthy as possible while keeping costs limited.
We now have seen how stakeholders relate to each other, what the key insights were.I’ve combinedthese into network insightsAnd created a solutionI’ll show you some challenges and a some of elements of the prototype in development.
What?reflect on his experiences, thoughts and insights create a narrative aspect around his healthcare journey get relevant experiences and insights of peers, related to his situationWhy?create more psychosocial comfort with patients and their partnersEmpathy, support the patient in communicating with his physician(s)
So, getting back to the main message of this presentation…First a wrap up.
We have seen that the health care industry is very different from other industries. More stakeholders, more complexity, contradicting interests…
We have also seen that the health care industry is focusing a lot one two subjects: eHealth and patient-centrismHowever, the way the industry tries to achieve that Patient-centrism is by copying a user centred approach from conventional industry. The risk of that approach is that it leaves out too many of the other important stakeholders and that it does not incorporate the complexity that is so much more challenging in the health care industry
We believe that the starting point of design projects should be the wish to understand the network and is insights and solutions in a holistic approach. Be aware, this means you should take into account the interests of all stakeholders, but it does NOT mean that you should end up with a lame compromise of those interests.
And to help you along a little bit, we provide you with a 4 step program.
But of course, it’s not about the method. I don’t care how you do it…. As long as you
Think about it and choose wisely for the approach that respects the complex context of the health care industry and is able to generate ideas that really mean something to the various stakeholders!!