Healthcare is confusing to start with! With the additional complexity of the Affordable Care Act, millions of “customers” that have never used healthcare “products” will be coming into the system with little or no idea of how to accomplish their jobs-to-be-done. This webinar will present a thought starter kit on how to develop a design language in your organization so you can begin to improve your consumer experience dramatically. Key takeaways include: What is the role of Design Thinking in your ACOs? What is a healthcare consumer experience? How can you create a winning care consumption experiences?

1. Building ACOs
through User-Centered Design
a presentation by Kevin Riley
for the Opal 2013 ACOs Summit
October 10, 2013 at 3:00 pm ET

2. Why we are here?
Webinar:
Building ACOs through User-Centered Design
Healthcare is confusing to start with! With the additional complexity of
the Affordable Care Act, millions of “customers” that have never used
healthcare “products” will be coming into the system with little or no
idea of how to accomplish their jobs-to-be-done.
This webinar will present a thought starter kit on how to develop a
design language in your organization so you can begin to improve your
consumer experience dramatically.
Key takeaways include:
• What is the role of Design Thinking in your ACOs?
• What is a healthcare consumer experience?
• How can you create a winning care consumption experiences?

3. Who am I?

4. Kevin Riley
Principal at Kevin Riley & Associates | Health Model Innovation
• former chief innovation officer of Florida Blue
• founder and former president/CEO of GuideWell
• founder of modelH.org
• entrepreneur, health care executive, business model innovator
Kevin started Kevin Riley & Associates | Health Model Innovation
(modelH) in 2006 to help companies with the convergence of
health care and the consumer. He founded and was CEO of a
national health care retail company, played leadership roles for
several national retail health start-ups, and served as the first Chief
Innovation Officer of a major insurance plan. Kevin holds a Masters
of Business in entrepreneurship and marketing from Rice
University.
follow me on @kevineriley, linkedin, slideshare

5. A Framework for Discussion
Building ACOs through User-Centered Design

6. modelH is a business model canvas designed
specifically for healthcare companies and acts as a
strategic management template for developing
new or documenting existing business models
through its visual language.

7. The healthcare business model canvas (modelH)

8. The modelH method aligns business activities
that produce value by illustrating potential trade-
offs, and helps describe, design, challenge, invent,
and pivot a business model.

9. modelH is about producing value though
profitable and sustainable business models made
by creating and/or realigning the activity systems
that improve patient experience, boost provider
performance, and enable payer cost control.

10. Our focus today – the customer experience

11. How does it all fit together via modelH?
Need
Known
Unknown
+State
Wellness
Episodic
Acute
Chronic
Position
big-EST
cheap-EST
cool-EST
easy-EST
quick-EST
+ +Behavior
Needs
Attitudes
Beliefs
Customer Job-to-be-done Relationship Channel
Experience
Value
Proposition
Source: modelH by Kevin Riley & Associates

12. A Premise
Building ACOs through User-Centered Design

13. What is the premise?
1. ACOs are necessary for the sustainably of healthcare
2. ACOs start with good risk-sharing
3. ACOs require investment in enabling capabilities for:
• Patient engagement (experience)
• Practice workflow management (care delivery)
• Data collection and analysis (data analytics)

14. What is value?
“Value” is the patient health outcome achieved
per healthcare dollar spent. So more value is achieved
when you:
1. Improve patient engagement
2. Improve patient experience
3. Reduce the aggregate cost of care
Source: Porter ME. What is value in health care? N Engl J Med 2010; 363:2477-81. (10.1056/NEJMp1011024).
http://www.nejm.org/doi/suppl/10.1056/NEJMp1011024/suppl_file/nejmp1011024_appendix1.pdf.

15. You sell products, Consumers want solutions
Products
Features
Benefits
Price
Solutions
Customer Segments
Jobs-to-be-done
Experiences
Source: modelH by Kevin Riley & Associates

16. “Problem”
Recognition
Information
Search
Alternative
Evaluation
Purchase
Decision
Post-Purchase
Behavior
Experience cuts across everything
Adapted from Kevin Riley & Associates. All Rights Reserved.
Lowest Common
Denominator (LCD)
Job-to-be-done
Line of expected
experience
(customer want)
Minimum Viable Product
(MVP)
Consumer Behavior when Purchasing
Brand Promise
(aspirational)
Experience
Value Proposition
Brand

17. The Methods
Building ACOs through User-Centered Design

18. Define your customers
Source: Steve Blank, The Lean StartUp Changes Everything

19. Define your customers
Create a Persona Sketch for each of your outlines.
Name:
Demographics:
Health Jobs-to-be-doneValue Position (Buying Pattern)
big-EST
cheap-EST
cool-EST
easy-EST
quick-EST
Health Conditions Psychographics
Background and Story
This content is proprietary and confidential and all rights are reserved.

20. Define your customer’s jobs-to-be-done (JTBD)
Source: The Business Model Canvas by Alexander Osterwalder

21. Define your customer’s jobs-to-be-done (JTBD)
A jobs-to-be-done (JTBD) is the high-level goal a person is
trying to accomplish.
• Don’t think of your product and what you must do.
• Do think of what the consumer is trying to accomplish.
• People don’t go to Home Depot to buy a hammer, they
go because they have to hang a picture.
By understanding consumers’ JTBD, we can create a
tailored value proposition and an intended experience for
the consumer. Think of these as a promise of value to be
delivered and a belief from the customer that it will be
experienced.
21
Source: Christensen, Clayton M., The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail, Harvard Business School
Press
Source: Six Steps to Put Christensen's Jobs-to-be-Done Theory into Practice, Stephen Wunker

22. Define your customer’s jobs-to-be-done (JTBD)

23. Define your customer’s (JTBD) experience flow

24. Define your customer’s (JTBD) experience flow
A storyboard is a visual diagram of the actions a customer
takes in order to accomplish their job-to-be-done.
The aim of User Storyboarding is to show their job-to-be-
done, and identify the gain creators and pain relievers that
exist (or should exist) in order to build a better experience.
We are going to do this in regards to how consumer’s make
healthcare related purchase and usage decisions in the
channels you control.

25. Define your customer’s (JTBD) experience flow
Think of it as patient relationship management, or creating
engagement models that uses carrots and sticks to get
members to comply with evidence based protocols, and
enrich ties with their provider.
Prevention & WellnessRewards & Incentives
Resolved? No
Yes
Patient Need Diagnosis Communicate SolutionProvider Engaged
Care Management
Resolved?

26. A Few Final Thoughts
Building ACOs through User-Centered Design

27. Use agile engineering for your experience
Source: Steve Blank, The Lean StartUp Changes Everything

28. Customers change and so should you
Source: The Business Model Canvas by Alexander Osterwalder

29. Keep the end in mind
A Hole
Better than shovel, in fact best
created with shovels, holes have
usefulness only when applied
properly (filled with something)
A Shovel
By technicians for technicians – it is
shinny and sturdy, but in of itself is
of no use!
A Fruit Tree
They have utility and you forget
they are a tree because you are
focused on the sweetness of the
fruit and what it brings you
This content is proprietary and confidential and all rights are reserved.

30. Questions
Kevin Riley & Associates
Business Model Innovation for Healthcare
kevin@healthmodelinnovation.com
www.healthmodelinnovation.com