Research and design methods hxd2013

RESEARCH AND DESIGN METHODS
IN HEALTHCARE
Michael Hawley
Megan Grocki
Adam Connor
@madpow

THE CHALLENGE

@hxdconf

Observe /
Synthesize
Evaluate

Create /
Refine

@hxdconf

OBSERVE/EVALUATE: USER RESEARCH

FOUNDATIONAL & TESTING &
INSPIRATIONAL VALIDATION
•  Ethnography, Contextual Inquiry, •  Usability Testing, Desirability Testing
Interviewing
•  Identifies user experience
•  Informs overall design direction considerations and guides design
and aligns teams

@hxdconf

USABILITY TESTING & VALIDATION
Structured analyses for uncovering user experience considerations.

•  Applies to many stages of design lifecycle
•  Informs product roadmap
•  Generates actionable feedback
•  Builds awareness of user-centered approach

@hxdconf

FOUNDATIONAL RESEARCH
We’ve just got to
You’re the get this thing out
designer, just the door Steve Jobs didn’t
make it look I know this We have
market pretty do research, did
good market he?
well research

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Copy Trends
Why Research? Design is Decision Making

Experiment, Learn and
Adjust

Intuition or Preferences

Informed by Research
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FOUNDATIONAL RESEARCH

“There is surely nothing quite so useless as
doing with great efficiency that which should not
be done at all.”

- Peter Drucker

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RESEARCH IN HEALTHCARE
Complexities and interconnectedness challenge designers.

•  Layers of coordination for care, billing,
compliancy, privacy
•  Best of intentions to develop an app or
product may prove ineffective when
considering entirety of experience

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STEP 1: WHAT QUESTION ARE YOU ANSWERING?

User Task/ Concept Business Usability
Workflow

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Step 2: WHAT METHOD TO USE?

http://www.useit.com/alertbox/user-research-methods.html

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RESEARCH OUTPUT
Personas and Scenarios & Design
Motivations Stories Principles

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SYNTHESIZE: JOURNEY MODELS
ICE BREAKING
ê  Personas include a narrative, but
sometimes we need more detail than
a snapshot can show
ê  Journey models help us write a
narrative or illustrate a visual story of
interactions and relationships

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BRINGING THE AUDIENCE TO LIFE
ICE BREAKING
ê  It’s not just about a couple of interactions or
opportunities, it’s about the big picture, over
the course of time
ê  It’s easy to get lost in data and
demographics, but don’t forget about the
“soft” elements
ê  See the whole story, not just one key
glamour shot
span numerous channels.

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OUTSIDE –IN, NOT INSIDE OUT
ICE BREAKING

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WHAT IS A JOURNEY MODEL?
ICE BREAKING

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POTENTIAL VS. REALITY
ICE BREAKING
ê  Howit could be
(happy path)

ê  How
it really is
(more realistic path)

Source: Andrea Resmini & Dan Willis

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HOW ARE JOURNEY MODELS USED?
ICE BREAKING
ê  Create
strategic vision prior to
detailed design
ê  Build
consensus with stakeholders,
showing opportunities across the
ecosystem
ê  Identify
key interactions to
prototype and test

@hxdconf

HOW DO YOU MAKE A JOURNEY MODEL?
ICE BREAKING
ê  Identify the patients or users
ê  Craft realistic scenarios
ê  Develop the best template type
ê  Review research & fill gaps
ê  Create the journey map or model
ê  Share and iterate (ongoing)
ê  Don’t forget to use them!

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WHAT DO YOU INCLUDE IN A JOURNEY?
ICE BREAKING

ê  Goals ê  Perceptions
ê  Timeline ê  Motives
ê  Emotions ê  Expectations
ê  Touch Points ê  Audio
ê  Actions ê  Video
ê  Opportunities

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TELLING THE STORY AND KEEPING THE JOURNEY ALIVE
ICE BREAKING
ê  Shout from the rooftops!

ê  Display prominently in work areas
ê  Invite the personas and their journey
models to meetings
ê  When new research is done, update the
journey model

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Solution Solution
Solution Solution

Solution Solution
Solution
Solution

Solution

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CHALLENGES…

ê  Getting agreement on which concepts to refine, eliminate, and
eventually which to choose, can take a very long time.
ê  Never enough time and money to fully flesh out and evaluate
every idea with users.
ê  As projects progress, new requirements and constraints often
emerge.
ê  Late involvement from key stakeholders can disrupt flow and
restart “What if…” thinking. aka: Swoop-n-poop

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Solution Solution
Solution Solution

Observe / Solution Solution
Synthesize Solution
Evaluate Solution
Design Studio = +
Create /
Refine Solution

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Sketch  Present  Critique

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WHO’S INVITED?

ê  Cross functional representation
ê  Include Key Stakeholders!
ê  6-20 people
ê  Participants are divided into balanced teams of 3-6 people.

@hxdconf

http://www.john.do/blog/wp-content/uploads/2010/08/mouse-trap-1.jpg

THE SETUP
FOUNDATION AND MATERIALS

ê  Personas
ê  Scenarios
ê  Design Principles
ê  Business Goals
ê  Materials: a timer, paper, black
markers, tape, red & green pens,
butcher paper

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STARTING THE ACTIVITY

ê  Each group is assigned a scenario and corresponding scenario.
ê  Groups may work on the same or different scenarios and personas
based on the goals and time constraints of the workshop.
ê  For each scenario groups will sketch, present, critique and refine their
design ideas over the course of 3 rounds.

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Rectangle Ellipse

Triangle Wavy Line
@adamconnor @hxdconf

3 ROUNDS (CHARRETTES)

1 WHAT HAPPENS
Individuals sketch as
many ideas as they can
2 WHAT HAPPENS
Individuals sketch 1 idea
in 5-8 minutes based on
3 WHAT HAPPENS
Teams collaboratively
sketch 1 idea for 20-25
come up with in 5-8 ideas and critique shared minutes based on the
minutes. in the previous charrette. previous 2 charrettes.

WHY WHY WHY
Generate as many ideas Allow individuals to form Understand how groups
as possible without time their own conclusions on compromise and where
for over-analyzing. the strongest ideas. consensus has surfaced.

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CRITIQUE HELPS PARTICIPANTS TO…

ê  Analyze ideas against the personas, scenarios, goals and
principles that frame the project.
ê  Collectively identify which ideas are most important in creating an
effective design.
ê  Avoid group-think, design-by-committee and preferential based
decision making.

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http://www.youtube.com/watch?feature=player_embedded&v=bPNyK7XTy6o

THE AFTERMATH

ê  Identify and discuss common
themes, patterns and
components.
ê  Document and open questions
and assumptions.
ê  Collect all of the sketches.
ê  Regroup the design team to
consolidate into one core concept.

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FROM SKETCH TO FINAL DESIGN

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DESIGN STUDIO BENEFITS…

ê  Good ideas can come from anywhere. With Design Studio we get
more of them.
ê  It helps build a shared understanding of the problem space and
different perspectives individual team members have of it.
ê  It surfaces key considerations and requirements early in the
design process.
ê  It speeds up the design timeline in a project by building consensus
faster than the traditional process.
ê  Builds a shared sense of ownership and collaboration in the
creation of the solution.

@hxdconf

THANK YOU
Michael Hawley
Chief Design Officer
@hawleymichael
Megan Grocki
Experience Design
Director
@megangrocki

Adam Connor
Experience Design
Director
@adamconnor

@hxdconf

Research and design methods hxd2013

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