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/THE
SPACE OF SERVICES
CARING PLACES:
New Architectural Considerations
For the care of those affected by cancer
Washington University Studio | Snøhetta

Infusion Center, unkown




                                                Infusion Center, MSK Cancer Center, Brooklyn, NY




                                           02/06/2012 | Washington University Snøhetta Studio | Liz Burow
/THE
SPACE OF SERVICES
WHAT DOES A GOOD SERVICE LOOK LIKE?


radio shack




                                                                     apple store




                          02/06/2012 | Washington University Snøhetta Studio | Liz Burow
/THE
SPACE OF SERVICES
Four shifts have occurred which are changing
the role of designers: what and how they
ought to design and for/with whom




                                               02/06/2012 | Washington University Snøhetta Studio | Liz Burow
mobility
 •   New patterns of use
 •   Connectivity across locations
 •   New time/space conventions
 •   Abundant and mobile devices




                                                                            participation
                                                                            •   Social production
                                                                            •   Mass collaboration
                                                                            •   DIY making
                                                                            •   Authority/authorship




personalization
• Identity
• Mass customization



                                                   sharing
                                                   • From ownership to membership
                                                   • Community
                                                   • Sustainability

                                     © copyright        02/06/2012 | Washington University Snøhetta Studio | Liz Burow
To respond to these shifts, the job of the designer
moves from delivering something people use to
continuously supporting use, employing design
strategy to meet user needs and business goals and
to assess and refine design in an ongoing way.




         DESIGN AS SUPPORT



                   delivery                            support
                Design as an end                 Design as a means


                                © copyright           02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Rather than thinking of space as a container, think of
it as a system of services designed to support people
and activities which create experiences.




        SPACE AS PLATFORM



              container                          services
           Design information,                 Design Experiences
          objects and spaces
                                 © copyright         02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Thinking of space as a system of services means
identifying the different types of services and
designing the interactions among people, objects,
information, technology, services, and space.




HOSTING A SYSTEM
Entering                 Locating                         Hosting
•   Ticketing            • Finding others                 •   Introductions
•   Coat/Bag Check       • Finding resources              •   Concierge
•   Orientation          • Circulating/traveling          •   Training/Orientation
•   Security                                              •   Food

                                                                                        Think about the last time
Advising                 Facilitating                     Capturing                     you were at a party with
• Consulting             • Planning/organizing            • Monitoring usage
• Training               • Guiding/prompting              • Documenting activity        a great host. The host
• Demonstrating          • Questioning                    • Displaying use              welcomed you, made you
                                                                                        feel comfortable, showed
                                                                                        you around, introduced
                                                                                        you to other guests, maybe
Connecting               Sharing                          Exchanging                    encouraged you to try a new
                                                                                        food, and made sure you had a
• Network connectivity   •   Scheduling                   • Goods
• AV conferencing        •   Accessing                    • Services                    good time. Hosting is a service
• Communicating          •   Booking                      • Information                 that needs to be designed
                         •   Coordinating                                               along with the space.


                                            © copyright                   02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Designing space as a system of services means
considering a variety of different factors and their
relationships:




DESIGN CONSIDERATIONS
         • expectations for consistency
                                        • hand-offs and adjacencies
   • visibility
               • error recovery
                        • level of specialization
      • schedule/time
                                        • use/reuse
                • degree of assistance
   • durability
                  • persistence
                                  © copyright          02/06/2012 | Washington University Snøhetta Studio | Liz Burow
/SERVICE DESIGN
ACTIVITIES:
• body storming
• prototyping

           02/06/2012 | Washington University Snøhetta Studio | Liz Burow
affinity mapping




                   02/06/2012 | Washington University Snøhetta Studio | Liz Burow
context




          02/06/2012 | Washington University Snøhetta Studio | Liz Burow
point of view




                02/06/2012 | Washington University Snøhetta Studio | Liz Burow
enact scenarios




                  02/06/2012 | Washington University Snøhetta Studio | Liz Burow
personify objects




                    02/06/2012 | Washington University Snøhetta Studio | Liz Burow
assign roles




               02/06/2012 | Washington University Snøhetta Studio | Liz Burow
identify design opportunities




                                02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Storyboard planning




                      02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Storyboard mapping




                     02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Storyboarding




                02/06/2012 | Washington University Snøhetta Studio | Liz Burow
/SERVICE DESIGN
TOOLS:
• stakeholder diagram
• persona profile
• journey mapping
• storyboarding
             02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Stakeholder diagram/Affinity Mapping
                    [stakeholder
                    sub groups]



                                                                                                                         [stakeholder]
                                                     [stakeholder]




                                                                                                            ]
                                                                                                         et
                                                                                                       [g




                                                                               [g
                                                                                et
                                                                                  ]
                                                                                                                    e]
                                                                                                                  iv
                                                                                                                [g




                                                                      [g
                                                                        iv
                                                                          e]
                                   [stakeholder]
                                                                                      [organization]                                     [stakeholder]




                                                   [stakeholder]
                                                                                                                         [stakeholder]




adapted by Gamestorming: A playbook for innovators, rule-breakers and changemakers
by Dave Gray, Sunni Brown, John Macanufo

                                                                                                   02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Stakeholder diagram/matrix Mapping

                            low power                                                                                           high power
                            high interest                                                                                       high interest
                                                                       [stakeholder]                     [stakeholder]




                                                                                                                            [stakeholder]
                                                 [stakeholder]




                                                                                       [organization]




                                                [stakeholder]                                                              [stakeholder]




                                                                         [stakeholder]                  [stakeholder]
                            low power                                                                                                high power
                            low interest                                                                                             low interest


adapted by Gamestorming: A playbook for innovators, rule-breakers and changemakers
by Dave Gray, Sunni Brown, John Macanufo

                                                                                                             02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Persona Profile/

  NAME:                    USER TYPE:
  AGE:

  BACKGROUND INFO:




  MOTIVATIONS:
      VA




  BEHAVIORS:
     A




  LIMITATIONS:
      TA




  KEYWORDS:




                     02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Customer Journey Map/


              touchpoint   activity   environment   interaction            object                users
     BEFORE
     DURING
      AFTER




                                                    02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Storyboarding/




                 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
/THE
SPACE OF SERVICES
CASE STUDY:
hellosmile | hellolab.org




                 Jackson Heights, New York                hellosmile, Jackson Heights, NY




                                             02/06/2012 | Washington University Snøhetta Studio | Liz Burow
02/06/2012 | Washington University Snøhetta Studio | Liz Burow
WHY   02/06/2012 | Washington University Snøhetta Studio | Liz Burow
100
children

           02/06/2012 | Washington University Snøhetta Studio | Liz Burow
100        50
children   cavities

                      02/06/2012 | Washington University Snøhetta Studio | Liz Burow
100        50
children   cavities
           (20 kids have 6 or
           more cavities)

                                02/06/2012 | Washington University Snøhetta Studio | Liz Burow
100        50
           cavities
                                17
children                        obsesity
           (20 kids have 6 or
           more cavities)

                                           02/06/2012 | Washington University Snøhetta Studio | Liz Burow
100        50
           cavities
                                17       12
children                        obsesityasthma
           (20 kids have 6 or
           more cavities)

                                                 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
100        50                   17       12     .25
children   cavities             obsesity asthma diabetes
           (20 kids have 6 or
           more cavities)

                                                  02/06/2012 | Washington University Snøhetta Studio | Liz Burow
income level




               education level
               100               50                   17       12      .25
                                                                       diabetes
               children          cavities             obsesityasthma
                                 (20 kids have 6 or
                                 more cavities)
                                                                        02/06/2012 | Washington University Snøhetta Studio | Liz Burow
“ The greatest short coming in health care is
we have got the diagnosis wrong, we need to
take a step back and see what we are treating
so that we can get to the ROOT cause.
We must change the context and create
environments that encourage
healthier choices”
                             -Thomas Frieden, Director CDC
                         Former commissioner of health NYC



                          02/06/2012 | Washington University Snøhetta Studio | Liz Burow
New York City                  Bronx
   pop. 8.2 million               pop. 1.38 million
                                                                                                            We at
Where we started                                                                                            believ
                                                                                                            child,
                                                                                                            what
                                                                                                            he or
                   Harlem, NY
                   pop. 215,700                                       Ella McQueen                          deser
                                              Queens
                                                                      Boys Center,
                                                                      Harlem, NY
                                                                                                            qualit
          Manhattan                           pop. 2.23 million
          pop. 1.58 million                                                                                 At hellosmi
                                                                                                            strengthen
 Jackson Heights, NY                                                                                        integrity. In
                                                                      Kids Dental
 pop. 41,600                                                                                               away from c
                                                                      Jackson Hieghts, NY
                                                                                                            companies
 Corona, NY                                                           Kids Dental
 pop. 74,860                                                          Corona, NY                            Providers th
                                                                                                            treatment m
 Sunnyside, NY                                                        Kids Dental & Braces                  shoot great
 pop. 28,120                                                          Sunnyside, NY                         hellosmile;
 Woodside, NY                                                                                               and we leve
 pop. 88,340                                                          Kids Dental Village
                                                                                                            margins.
                                                                      Woodside, NY
 Parkslope, NY
 pop. 65,050                                                          Parkslope Kids Dnetal & Braces
                                                                      Parkslope, NY




                                                      02/06/2012 | Washington University Snøhetta Studio | Liz Burow
                 Brooklyn
Where we started




                   02/06/2012 | Washington University Snøhetta Studio | Liz Burow
our new approach

SERVICE
DESIGN
THINKING AS
‘SOCIAL GLUE’      02/06/2012 | Washington University Snøhetta Studio | Liz Burow
user-centered




                02/06/2012 | Washington University Snøhetta Studio | Liz Burow
co-creative




              02/06/2012 | Washington University Snøhetta Studio | Liz Burow
evidencing




             02/06/2012 | Washington University Snøhetta Studio | Liz Burow
sequencing




             02/06/2012 | Washington University Snøhetta Studio | Liz Burow
holistic design




                  02/06/2012 | Washington University Snøhetta Studio | Liz Burow
02/06/2012 | Washington University Snøhetta Studio | Liz Burow
systems thinking




                   02/06/2012 | Washington University Snøhetta Studio | Liz Burow
interviews




             02/06/2012 | Washington University Snøhetta Studio | Liz Burow
observations




               02/06/2012 | Washington University Snøhetta Studio | Liz Burow
body storming




                02/06/2012 | Washington University Snøhetta Studio | Liz Burow
prototyping




              02/06/2012 | Washington University Snøhetta Studio | Liz Burow
our focus

RECRUIMENT&
RETENTION   02/06/2012 | Washington University Snøhetta Studio | Liz Burow
The problem:                                                                               2) service experience
                                                                                           – in clinic treatment




                                                                                                              unfriendly
                                                                                                  inconvienient
                                                                                                       expensive
   1) pre-service experience                                                               uncomfortable
   – marketing & outreach
                                  disenchanting                                           generic



WHY DON’T culturally
           insensitive

PATIENTS
COME BACK?                                 mis-trust
In a typical clinic, on average     	disenfranchis-
only 20% of patients return         ing                                                                      complicated
for regular check-ups.
                                                                                                          under-valued
                                                       3) post-service experience
                                                       – lasting impressions, motivation to return


                                                                      02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Our goal:                                                        2) service experience
                                                                 – in clinic treatment




                                                                                        friendly
                                                                                  convienient
                                                                          comfortable
  1) pre-service experience                                           empowering
  – marketing & outreach

                                                                                  affordable

 GET                                                                     memorable
 PATIENTS TO                                      culturally            relevant
 RETURN                                  valuable
                                                  sensitive
                                                              meaningful
 In order for a preventative care
 practice to work, rentention of
 patients is key. The goal is to
 have 100% of patients return for
 regular check-ups.                 3) post-service experience
                                    – lasting impressions, motivation to return


                                                   02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Our solution:
CREATE VALUE
THROUGH                    wow
ENGAGEMENT




                         team leader
                   HEALTH COACH
                (mid- level healthcare provider)

                                  02/06/2012 | Washington University Snøhetta Studio | Liz Burow
What makes up the
“wow!” experience?
1. Phone Conversation 2. Outside environment   3. Walking in        4. Warm greeting           5. Forms + passport




6. Journey to the chair   7. Assessment        8. Teaching        9. Fond Farewell          10. Word of mouth
                            + treatment           conversation

 –A TRUSTING & COMPASSIONATE RELATIONSHIP
 											 where do you start?
                                                                 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
our focus

RECRUIT
LOCAL
TALENT      02/06/2012 | Washington University Snøhetta Studio | Liz Burow
team building from bottom-up,
growth & opportunity
                                                                                                                                                             H
                                                                                                                                       L3                               DOCTOR
                                                                                                          L3
                                                                                                                                                          HYGIENIST
                                                                               L2                                              HELLO CERT.
                                                 L1                                                   CDA CERT.
                                                                        DANB CERT.                                          3+ years with hellosmile
                                                                                                                            hellosmile curriculum cert.
                        T                                                                                                   400 hours community
                                           CARE SPEC.                                                                       service cert. 240 hours
                                                                                                                            collective leadership cert.
                  TRAINEE                                                                                                   120 hours
                                                                                                 Successful completion of
                                                                                                 RDA license NY State
HIGH SCHOOL                                                                                      Successful completion of
                                                                                                 Community Leadership
                                                                                                 Program.
                                                                     Successful completion of
                                                                     Dental Assisting National
                                                                     Boards with Certification
                                                                     (2year process).
                                        Dental Assiting Certificate
                                        or 2 years of Dental
                                        Assisting with letter of
                                        recommendation from
                                        employer 120 hours of
                                        hellosmile training.
              Current enrollment
              towards GED or
              High School Equivalent.

                     $8 hr                   $10+ hr                      $12+ hr                       $14+ hr                     $15+ hr                $22+ hr      $50+ hr

                               1 Year                      2 Years                      2 Years                    2 1/2 Years                   3 Years         4 1/2 Years   8 Years

          *LLC                                                        CLINICAL                   LEAD CLINICAL                    CLINICAL
                                                                     ASSOCIATE                     ASSOCIATE                    COORDINATOR*




                                                                                                                            02/06/2012 | Washington University Snøhetta Studio | Liz Burow
teaching and learning strategies

               BLENDED LEARNING PROGRAMS




   ONE ON ONE                                               E-LEARNING
   COACHING/MENTORY




                                          HANDS ON LEARNING
                 GROUP LEARNING
                                  02/06/2012 | Washington University Snøhetta Studio | Liz Burow
roles and engagement
                                   24 hours 7 days a week | Hablamos español




                                          HEALTH COACH
                                            Preventive Expert



    Make an appointment at
    hellosmile clinic open
    7 days a week                                                                                Request hellosmile
                                                                                                 oral Health kit




       Ask insurance and
       eligibility question                                                            Find out about Cavity Free
                                                                                       program prizes


                                                               Schedule a Community
                      Oral health questions                    Health Workshop



                                        Systemic health questions


                                                                    02/06/2012 | Washington University Snøhetta Studio | Liz Burow
our focus

REWARD
MEMBERSHIP  02/06/2012 | Washington University Snøhetta Studio | Liz Burow
The healthcare landscape




                           02/06/2012 | Washington University Snøhetta Studio | Liz Burow
The Passport Incentive Program

WELCOME ABOARD!                                                                          BE A PART OF THE CAVITY FREE CLUB
Have you received your                                                                   AND REMEMBER TO BRING YOUR PASSPORT TO EACH
                                                                                         DENTAL VISIT.
passport today?
1    Get your passport      2     1st Visit       3   2nd Visit          4   3rd Visit            5   Get your raffle ticket and   6   And a chance to
                                                                                                      a complementary gift




                                                                                                                K E
                                                                                                               C FL
                                                                                                                 ET
                                                                                                             TI AF
                                                                                                              R
    Make an appointment,        Get a stamp and a small giſt at each visit or 2                        Once you have 3 stamps           Participate for a
    get your passport and       stamps and a bigger reward if you are cavity free.                    on your passport. Get a          chance to win big!
    a free Health Kit.                                                                                raffle ticket and a
                                                                                                      complementary giſt.



                                                                                            02/06/2012 | Washington University Snøhetta Studio | Liz Burow
02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Customer Journey
            touchpoint         activity           environment            interaction                object                  users
                           Storytime, play       Schools/classrooms, call/response,            storybook, puppets,     kids age 0-6, care-givers,
            outreach
  BEFORE



                           games, sing songs     daycare, fairs      check-ups                 toys, tooth brushes     teachers, volunteers

            phone call     phone call,           call center work       phone conversation, phone, computer            parents/care-givers,
                           introductions         station                data entry                                     telehealth coach
                           walking in front door lobby of clinic        orientation, talking   chair, desk,            parents/care-givers,
            enter clinic
                                                                        with receptionist      computer                lobby receptionist

              forms        filling out forms      waiting area of       writing on forms       laminate forms          parents/care-givers
                                                  lobby                 on lap
                           have photo taken,      photobooth in         photoshoot in booth camera, chair,             parents/care-givers, kid
             passport      given passport         lobby of clinic                           backdrop, passport         health coach
  DURING




              x-ray        get xray of teeth      xray room	            talking, sitting       chair, xray machine     parents/care-givers, kid
                                                                        still                                          health coach
           assessment/     lay back in chair      treatment room,       taking direction       treatment chair, toys   kid, health coach
              needs                               walls, ceiling        from health coach      pillows
           treatments/     treat teeth, talk      lobby of clinic       distraction games,     sunglasses, mirror,     parents/care-givers,
           conversation    about teeth                                  toys, visual cues      puppets, pamphlet       kid, health coach, dentist
             stamp/        stamp passport, get    between chair and     pick rewards,          reward toys, raffle     parents/care-givers,
             reward        small reward           lobby                 stamping               tickets, box            kid, health coach
                           make next              lobby of clinic, or   discussion about       flyers, appmt card,     parents/care-givers,
             farwell       appointment            at side kiosk         tips for home          healthcare products     health coach

             at home       brushing reward        bathroom/house        conversations,         toothbrush, games,      parents/care-givers,
   AFTER




                           games, reminders                             play games             rewards,                telehealth coach
            phone-call     phone-call,            house, or city        conversation,          phone, calandar,        parents/care-givers,
                           follow-up                                    reminders              computer                telehealth coach

                                                                                      02/06/2012 | Washington University Snøhetta Studio | Liz Burow
Customer Experience- in clinic
1) ENTER CLINIC
	        • greeted by signage
2) INTRODUCTIONS/FORMS                                   5
	        • receptionist greeting
3) FILL FORMS OUT, PLAY, WAIT
	        • toys, entertainment in lobby relate to
healthy 		         habits, eating
4) INTRODUCTION TO HEALTH COACH,
                                                                 6
PASSPORT SYSTEM
	        • highfive health coach                         4
	        • get photo taken in photobooth
	        • get passport, and photo printed
	        • photo pinned up on membership photowall
5) JOURNEY TO CHAIR
	        •assessment/ treatment                                                    3
	        • follow-up healthy eating/habits 			
                                                     2
	               conversation
	        • Make next appoinment
6) REWARDS/ PASSPORT STAMP
	        • balloon or small reward                                                             health coach
	        • stamp for coming to check-up
	        • Fond farewell                                                               child
                                                               parent/care-giver




                                                         02/06/2012 | Washington University Snøhetta Studio | Liz Burow
02/06/2012 | Washington University Snøhetta Studio | Liz Burow
02/06/2012 | Washington University Snøhetta Studio | Liz Burow
02/06/2012 | Washington University Snøhetta Studio | Liz Burow
02/06/2012 | Washington University Snøhetta Studio | Liz Burow
02/06/2012 | Washington University Snøhetta Studio | Liz Burow

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SPACE FOR SERVICES-PRESENTATION TO ARCHITECTURE STUDENTS

  • 1. /THE SPACE OF SERVICES CARING PLACES: New Architectural Considerations For the care of those affected by cancer Washington University Studio | Snøhetta Infusion Center, unkown Infusion Center, MSK Cancer Center, Brooklyn, NY 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 2. /THE SPACE OF SERVICES WHAT DOES A GOOD SERVICE LOOK LIKE? radio shack apple store 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 3. /THE SPACE OF SERVICES Four shifts have occurred which are changing the role of designers: what and how they ought to design and for/with whom 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 4. mobility • New patterns of use • Connectivity across locations • New time/space conventions • Abundant and mobile devices participation • Social production • Mass collaboration • DIY making • Authority/authorship personalization • Identity • Mass customization sharing • From ownership to membership • Community • Sustainability © copyright 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 5. To respond to these shifts, the job of the designer moves from delivering something people use to continuously supporting use, employing design strategy to meet user needs and business goals and to assess and refine design in an ongoing way. DESIGN AS SUPPORT delivery support Design as an end Design as a means © copyright 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 6. Rather than thinking of space as a container, think of it as a system of services designed to support people and activities which create experiences. SPACE AS PLATFORM container services Design information, Design Experiences objects and spaces © copyright 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 7. Thinking of space as a system of services means identifying the different types of services and designing the interactions among people, objects, information, technology, services, and space. HOSTING A SYSTEM Entering Locating Hosting • Ticketing • Finding others • Introductions • Coat/Bag Check • Finding resources • Concierge • Orientation • Circulating/traveling • Training/Orientation • Security • Food Think about the last time Advising Facilitating Capturing you were at a party with • Consulting • Planning/organizing • Monitoring usage • Training • Guiding/prompting • Documenting activity a great host. The host • Demonstrating • Questioning • Displaying use welcomed you, made you feel comfortable, showed you around, introduced you to other guests, maybe Connecting Sharing Exchanging encouraged you to try a new food, and made sure you had a • Network connectivity • Scheduling • Goods • AV conferencing • Accessing • Services good time. Hosting is a service • Communicating • Booking • Information that needs to be designed • Coordinating along with the space. © copyright 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 8. Designing space as a system of services means considering a variety of different factors and their relationships: DESIGN CONSIDERATIONS • expectations for consistency • hand-offs and adjacencies • visibility • error recovery • level of specialization • schedule/time • use/reuse • degree of assistance • durability • persistence © copyright 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 9. /SERVICE DESIGN ACTIVITIES: • body storming • prototyping 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 10. affinity mapping 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 11. context 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 12. point of view 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 13. enact scenarios 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 14. personify objects 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 15. assign roles 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 16. identify design opportunities 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 17. Storyboard planning 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 18. Storyboard mapping 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 19. Storyboarding 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 20. /SERVICE DESIGN TOOLS: • stakeholder diagram • persona profile • journey mapping • storyboarding 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 21. Stakeholder diagram/Affinity Mapping [stakeholder sub groups] [stakeholder] [stakeholder] ] et [g [g et ] e] iv [g [g iv e] [stakeholder] [organization] [stakeholder] [stakeholder] [stakeholder] adapted by Gamestorming: A playbook for innovators, rule-breakers and changemakers by Dave Gray, Sunni Brown, John Macanufo 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 22. Stakeholder diagram/matrix Mapping low power high power high interest high interest [stakeholder] [stakeholder] [stakeholder] [stakeholder] [organization] [stakeholder] [stakeholder] [stakeholder] [stakeholder] low power high power low interest low interest adapted by Gamestorming: A playbook for innovators, rule-breakers and changemakers by Dave Gray, Sunni Brown, John Macanufo 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 23. Persona Profile/ NAME: USER TYPE: AGE: BACKGROUND INFO: MOTIVATIONS: VA BEHAVIORS: A LIMITATIONS: TA KEYWORDS: 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 24. Customer Journey Map/ touchpoint activity environment interaction object users BEFORE DURING AFTER 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 25. Storyboarding/ 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 26. /THE SPACE OF SERVICES CASE STUDY: hellosmile | hellolab.org Jackson Heights, New York hellosmile, Jackson Heights, NY 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 27. 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 28. WHY 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 29. 100 children 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 30. 100 50 children cavities 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 31. 100 50 children cavities (20 kids have 6 or more cavities) 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 32. 100 50 cavities 17 children obsesity (20 kids have 6 or more cavities) 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 33. 100 50 cavities 17 12 children obsesityasthma (20 kids have 6 or more cavities) 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 34. 100 50 17 12 .25 children cavities obsesity asthma diabetes (20 kids have 6 or more cavities) 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 35. income level education level 100 50 17 12 .25 diabetes children cavities obsesityasthma (20 kids have 6 or more cavities) 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 36. “ The greatest short coming in health care is we have got the diagnosis wrong, we need to take a step back and see what we are treating so that we can get to the ROOT cause. We must change the context and create environments that encourage healthier choices” -Thomas Frieden, Director CDC Former commissioner of health NYC 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 37. New York City Bronx pop. 8.2 million pop. 1.38 million We at Where we started believ child, what he or Harlem, NY pop. 215,700 Ella McQueen deser Queens Boys Center, Harlem, NY qualit Manhattan pop. 2.23 million pop. 1.58 million At hellosmi strengthen Jackson Heights, NY integrity. In Kids Dental pop. 41,600 away from c Jackson Hieghts, NY companies Corona, NY Kids Dental pop. 74,860 Corona, NY Providers th treatment m Sunnyside, NY Kids Dental & Braces shoot great pop. 28,120 Sunnyside, NY hellosmile; Woodside, NY and we leve pop. 88,340 Kids Dental Village margins. Woodside, NY Parkslope, NY pop. 65,050 Parkslope Kids Dnetal & Braces Parkslope, NY 02/06/2012 | Washington University Snøhetta Studio | Liz Burow Brooklyn
  • 38. Where we started 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 39. our new approach SERVICE DESIGN THINKING AS ‘SOCIAL GLUE’ 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 40. user-centered 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 41. co-creative 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 42. evidencing 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 43. sequencing 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 44. holistic design 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 45. 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 46. systems thinking 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 47. interviews 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 48. observations 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 49. body storming 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 50. prototyping 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 51. our focus RECRUIMENT& RETENTION 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 52. The problem: 2) service experience – in clinic treatment unfriendly inconvienient expensive 1) pre-service experience uncomfortable – marketing & outreach disenchanting generic WHY DON’T culturally insensitive PATIENTS COME BACK? mis-trust In a typical clinic, on average disenfranchis- only 20% of patients return ing complicated for regular check-ups. under-valued 3) post-service experience – lasting impressions, motivation to return 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 53. Our goal: 2) service experience – in clinic treatment friendly convienient comfortable 1) pre-service experience empowering – marketing & outreach affordable GET memorable PATIENTS TO culturally relevant RETURN valuable sensitive meaningful In order for a preventative care practice to work, rentention of patients is key. The goal is to have 100% of patients return for regular check-ups. 3) post-service experience – lasting impressions, motivation to return 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 54. Our solution: CREATE VALUE THROUGH wow ENGAGEMENT team leader HEALTH COACH (mid- level healthcare provider) 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 55. What makes up the “wow!” experience? 1. Phone Conversation 2. Outside environment 3. Walking in 4. Warm greeting 5. Forms + passport 6. Journey to the chair 7. Assessment 8. Teaching 9. Fond Farewell 10. Word of mouth + treatment conversation –A TRUSTING & COMPASSIONATE RELATIONSHIP where do you start? 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 56. our focus RECRUIT LOCAL TALENT 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 57. team building from bottom-up, growth & opportunity H L3 DOCTOR L3 HYGIENIST L2 HELLO CERT. L1 CDA CERT. DANB CERT. 3+ years with hellosmile hellosmile curriculum cert. T 400 hours community CARE SPEC. service cert. 240 hours collective leadership cert. TRAINEE 120 hours Successful completion of RDA license NY State HIGH SCHOOL Successful completion of Community Leadership Program. Successful completion of Dental Assisting National Boards with Certification (2year process). Dental Assiting Certificate or 2 years of Dental Assisting with letter of recommendation from employer 120 hours of hellosmile training. Current enrollment towards GED or High School Equivalent. $8 hr $10+ hr $12+ hr $14+ hr $15+ hr $22+ hr $50+ hr 1 Year 2 Years 2 Years 2 1/2 Years 3 Years 4 1/2 Years 8 Years *LLC CLINICAL LEAD CLINICAL CLINICAL ASSOCIATE ASSOCIATE COORDINATOR* 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 58. teaching and learning strategies BLENDED LEARNING PROGRAMS ONE ON ONE E-LEARNING COACHING/MENTORY HANDS ON LEARNING GROUP LEARNING 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 59. roles and engagement 24 hours 7 days a week | Hablamos español HEALTH COACH Preventive Expert Make an appointment at hellosmile clinic open 7 days a week Request hellosmile oral Health kit Ask insurance and eligibility question Find out about Cavity Free program prizes Schedule a Community Oral health questions Health Workshop Systemic health questions 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 60. our focus REWARD MEMBERSHIP 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 61. The healthcare landscape 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 62. The Passport Incentive Program WELCOME ABOARD! BE A PART OF THE CAVITY FREE CLUB Have you received your AND REMEMBER TO BRING YOUR PASSPORT TO EACH DENTAL VISIT. passport today? 1 Get your passport 2 1st Visit 3 2nd Visit 4 3rd Visit 5 Get your raffle ticket and 6 And a chance to a complementary gift K E C FL ET TI AF R Make an appointment, Get a stamp and a small giſt at each visit or 2 Once you have 3 stamps Participate for a get your passport and stamps and a bigger reward if you are cavity free. on your passport. Get a chance to win big! a free Health Kit. raffle ticket and a complementary giſt. 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 63. 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 64. Customer Journey touchpoint activity environment interaction object users Storytime, play Schools/classrooms, call/response, storybook, puppets, kids age 0-6, care-givers, outreach BEFORE games, sing songs daycare, fairs check-ups toys, tooth brushes teachers, volunteers phone call phone call, call center work phone conversation, phone, computer parents/care-givers, introductions station data entry telehealth coach walking in front door lobby of clinic orientation, talking chair, desk, parents/care-givers, enter clinic with receptionist computer lobby receptionist forms filling out forms waiting area of writing on forms laminate forms parents/care-givers lobby on lap have photo taken, photobooth in photoshoot in booth camera, chair, parents/care-givers, kid passport given passport lobby of clinic backdrop, passport health coach DURING x-ray get xray of teeth xray room talking, sitting chair, xray machine parents/care-givers, kid still health coach assessment/ lay back in chair treatment room, taking direction treatment chair, toys kid, health coach needs walls, ceiling from health coach pillows treatments/ treat teeth, talk lobby of clinic distraction games, sunglasses, mirror, parents/care-givers, conversation about teeth toys, visual cues puppets, pamphlet kid, health coach, dentist stamp/ stamp passport, get between chair and pick rewards, reward toys, raffle parents/care-givers, reward small reward lobby stamping tickets, box kid, health coach make next lobby of clinic, or discussion about flyers, appmt card, parents/care-givers, farwell appointment at side kiosk tips for home healthcare products health coach at home brushing reward bathroom/house conversations, toothbrush, games, parents/care-givers, AFTER games, reminders play games rewards, telehealth coach phone-call phone-call, house, or city conversation, phone, calandar, parents/care-givers, follow-up reminders computer telehealth coach 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
  • 65. Customer Experience- in clinic 1) ENTER CLINIC • greeted by signage 2) INTRODUCTIONS/FORMS 5 • receptionist greeting 3) FILL FORMS OUT, PLAY, WAIT • toys, entertainment in lobby relate to healthy habits, eating 4) INTRODUCTION TO HEALTH COACH, 6 PASSPORT SYSTEM • highfive health coach 4 • get photo taken in photobooth • get passport, and photo printed • photo pinned up on membership photowall 5) JOURNEY TO CHAIR •assessment/ treatment 3 • follow-up healthy eating/habits 2 conversation • Make next appoinment 6) REWARDS/ PASSPORT STAMP • balloon or small reward health coach • stamp for coming to check-up • Fond farewell child parent/care-giver 02/06/2012 | Washington University Snøhetta Studio | Liz Burow
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