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Enterprise Software, Financial Services,
Selected Work   2011   Health Care, Resorts, Consumer Products,
                       Fast Food, Brand Development




 Smart, connected, humane environments




                       Michael Eckersley             MFA, PhD
about me
team mates
  over the
   years
Samples of early career brand strategy and
          developent for many firms




     © HumanCentered 2010, All rights reserved
© HumanCentered 2004, All Rights Reserved
                                                       Michael Eckersley
Park City Resort Web marketing and
                                            reservations system development




     © HumanCentered 2010, All rights reserved
© HumanCentered 2004, All Rights Reserved
                                                                             Michael Eckersley
Premier Resorts, Inc.
                                                 Resort property marketing,
                                                 online reservations




     © HumanCentered 2010, All rights reserved
© HumanCentered 2004, All Rights Reserved
                                                                 Michael Eckersley
Online brand and sales training.
                                                 Business concept and strategy
                                                 development




     © HumanCentered 2010, All rights reserved
© HumanCentered 2004, All Rights Reserved
                                                                                    Michael Eckersley
GMAC Bank (now Ally Bank)
   Online retail bank development, inception, research,
   planning and design to launch (for Sybase)




     © HumanCentered 2010, All rights reserved
© HumanCentered 2004, All Rights Reserved
                                                          Michael Eckersley
Sybase Enterprise Portal product. Inception, research, planning
   and design to launch (for Sybase)




     © HumanCentered 2010, All rights reserved
© HumanCentered 2004, All Rights Reserved
                                                         Michael Eckersley
Banco Popular online banking. Inception, research planning,
    design, launch (for Sybase)




     © HumanCentered 2010, All rights reserved
© HumanCentered 2004, All Rights Reserved
                                                         Michael Eckersley
TrueWebBank.com (Greenpoint Bank, 2001) for Sybase




     © HumanCentered 2010, All rights reserved
© HumanCentered 2004, All Rights Reserved
                                                      Michael Eckersley
Jobs That People Hire Online Banks To Do
 Retail and Business Banking 2010
                                                                               A




                                 dited          Product development overview
                     atio n is e        ality
              Inform       conf  identi
              lengt h and
        for


12
User Modes & Requirements Matrix




                                “Julie”         “Sheena”       “Jack”       “Daniel”
                                trusting
                               trusting          passive
                                              preoccupied    demanding
                                                             demanding    non-trusting
                                                                          non-trusting
                            but partial
                                technically   limited user
                                              limited user     super
                                                             super user   limited user
                                                                          limited user
                            challenged user
                                 user                           user
      array of custom
      notifications and
           alerts
        greater skill &
      sense of control in
      personal finances

       fast, easy-to-use
            bill-pay

     simple, pleasurable
     online banking tools

       mobile banking
        application

           verifiable
       bill-pay receipts

        confidence in
      security of online
      banking services

13
active engagement
                                       to bank




                                                    “Jack”
                                                  demanding
                                                  super user
 low trust,                                                    high trust,
confidence                                                      confidence
                               “Sheena”
                             preoccupied
                             limited user


                “Daniel”                          “Julie”
              non-trusting                      trusting
              limited user                   but technically
                                             challenged user


                                 passive engagement
                                       to bank
14
NEW VALUE-ADDED OPTIONS                        DESIGN INTENTS


                                               •   Easy onramp to bill-pay set-up
     1. BILL-PAY INTEGRATION                   •   Central logon for centralized bank-based bill-paying activity
                                               •   Secure, verified, archived payment receipts
      (i.e., really tight quasi integration)   •   Text/email notifications, alerts
                                               •   Clear, low risk auto payment option
                                               •   eBills sent directly to bank bill-pay



                                               • Secure repository for critical creditor/payee and account information:
     2. NEW FUNCTIONALITY                          due dates, passwords
     “Financial Profile” &                     •   Income and expenses spreadsheet and history, by category
     “Budget-Builder”                          •   Basic budgeting worksheets tools, strategies, resources
                                               •   Basic financial scenario projections



                                               • View accounts
     3. SIMPLE MOBILE BANKING                  • Transfer funds
                                               • Pay bills
     APPLICATION                               • Find branch/ATM locations



                                               • Integrated affordances for routine “look-ups”, “write-downs” &
     4. HANDY DESKTOP TOOLS                        “calendaring”
                                               •   Calendar connected to bill-pay
                                               •   Central location for account emails, e.g., alerts, notifications of account
                                                   deposits and transaction “receipts”




15
Retail online banking application for Open Solutions, Inc.
     Rebranded for over 300 financial institutions across North America




16
New banking tools: Three-step budgeting, Tools
palette, smart phone banking app.
Budget Main Page




                   Financial Profile
                   Worksheet
                                                                   Smart Phone
                                                              Transactional App




                                       Tools Palette Configurations, Actions
Business banking application for Open Solutions, Inc.
     Led top-to-bottom redesign of complex products for ease of use




18
The Customer Archetype 2:
      Benchmarking Key Dimensions of
      Customer Need, Want and Aspiration

  St. John’s Health System




                                   ted                                  Michael Eckersley, MFA, PhD
                            is edi
                      ation              lity
              Inform         onfi dentia                                Customer Needs Discovery & Innovation
                  gth and c                                             Congress, Chicago, 13 June, 2007
          for len


Management Roundtable, Inc.               © HumanCentered 2007, All Rights Reserved
                                                                         © HumanCentered 2007, All Rights Reserved
Management Roundtable, Inc.   © HumanCentered 2007, All Rights Reserved
Michael Eckersley Selected Work
Management Roundtable, Inc.   © HumanCentered 2007, All Rights Reserved
Management Roundtable, Inc.   © HumanCentered 2007, All Rights Reserved
Management Roundtable, Inc.   © HumanCentered 2007, All Rights Reserved
Management Roundtable, Inc.   © HumanCentered 2007, All Rights Reserved
The Supportive Experience: IHC Women & Newborns




                            ted
                     is edi
               ation              lity
        Inform        onfi dentia                   June 24, 2011
               and c
  for   length                             Michael Eckersley, PhD
© HumanCentered 2004, All Rights Reserved
Synthesized User Archetype: Amy & Family




                             {
                                            Mother: Amy
                                            Father: Jeff
                                            Infant:Crystal
                                            Sibling: Cody
                                            Grandmother: Diane


                      The baseline unit of analysis, and the target for design
                      should be those needs, desires and requirements of the
                      nuclear family, with the common extension to an
                      assisting mother/grandmother role player.




© HumanCentered 2004, All Rights Reserved
© HumanCentered 2004, All Rights Reserved
© HumanCentered 2004, All Rights Reserved
© HumanCentered 2004, All Rights Reserved
© HumanCentered 2004, All Rights Reserved
ted
                   is edi
             ation              lity
      Inform        onfi dentia
             and c
for   length




                                       http://s3images.coroflot.com/user_files/individual_files/131420_Fz2e0Zfnt5D80myfQUPhSKPU
Michael Eckersley Selected Work
don’t wanna wait for dryer
    Taco Bell environment: rest rooms




                                                                      touch the door handle?




                                                                                                                                                                                                                                                                                                                              the “backside” of food
                                                                                               hygiene sensitivity




                                                                                                                                                                                                        brand afterthought



                                                                                                                                                                                                                                      flimsy toilet paper

                                                                                                                                                                                                                                                           restrooms a draw
                                                                                                                                                                                     moments of truth
                                                                                                                     wash my hands?




                                                                                                                                                                                                                                                                                                                                                       diaper-changing
                                                                                                                                                                                                                                                                                                           personal privacy
                                                                                                                                                                 avoid if possible




                                                                                                                                                                                                                                                                                        public necessity
                                                                                                                                      germ anxiety




                                                                                                                                                                                                                                                                                                                                                                         paper towels



                                                                                                                                                                                                                                                                                                                                                                                                                     in a hurry
                                                                                                                                                     off-stage




                                                                                                                                                                                                                                                                              comfort
                                                                                                                                                                                                                             odor
                                                         off-stage

                                                              odor

                                               brand afterthought

                                                flimsy toilet paper

                                                  public necessity                                     c                     c
                                                                                                                                                                                                               c
                                                                                                                                                                                                                                                                c                c                             c                                              c                                                            c




                                                           comfort
                                                                                                                                                                                                                   c
                                                                                                                                               c                                               c                                             c                      c                                                                c                                                        c
                                                                                                                             c




                                                         in a hurry                                                                                          c
                                                                                                                                                                                               c                       c
                                                                                                                                                                                                                                  c
                                                                                                                                                                                                                                                                        c
                                                                                                                                                                                                                                                                                                                                                                  c




                                                  personal privacy
                                                                                                       c                                   c
                                                                                                                                                                                           c                                                                                     c           c                 c                                              c                                                        c




                                                 restrooms a draw
                                                                                  c
                                                                                                                                                                                                                                                                                 c




                                              don’t wanna wait for                                                                                                                                                 c
                                                                                                                                                                                                                                                                c




                                                            dryer
                                                     paper towels
                                                                                                                                                                                                                   c
                                                                                  c                                                                      c                                     c                                             c                                                                                                                                                c




                                                  avoid if possible
                                                                                                                                                                                                                                             c
                                                                                                                                                                                                                                                                                 c                             c                                              c
                                                                                                                                                                                                                                                                                                                                         c




                                            touch the door handle?

                                                     germ anxiety

                     very related           the “backside” of food                                                                                                         c                   c                                                                                                                                                          c




                                                hygiene sensitivity
                     somewhat related
                                                  diaper-changing
                                                                                                                                                                                           c                                                 c                                                                 c
                                                                                  c                    c                     c                                                                                                c                                                  c
                                                                                                                                                                                                                                                                                                                                     c




                                  what is
                     slightly related
                                                  wash my hands?
                                                                                                                                                                                                                   c
                                                                                                                                               c                                                                                             c

                                                                                                                                                                                                                                                                                                                                     c




                     not related                 moments of truth
                                                                                                                                               c
                                                                                                                                                                                                               c
                                                                                                                                                                                                                              c                                                                                                                               c             c




 Management Roundtable, Inc.                                © HumanCentered 2007, All Rights Reserved
© HumanCentered 2004, All Rights Reserved
Michael Eckersley Selected Work
Michael Eckersley Selected Work
product selection, ordering


                                                                                           Self-orientation: check out proximities, seating


                                                                                                                                                                         Keep kids with me or seat and monitor them?
                                         Enter restaurant (stroller, carrier, disabled?)




                                                                                                                                                                                                                                                                                                                                                              Handed order receipt and pick-up number
                                                                                                                                                                                                                                                                Move toward ordering area or queue-up
                                                                                                                                                                                                                       Offer treat, food, distractors to kids
                                                                                                                                                                                                                                                                                                                      Scan overhead menu
                                                                                                                                              Does the room look safe?                                                                                                                                        Not sure where I should be selecting from
                                                                                                                                                                                                                                                                                                                   They expect me to read that?
                                                                                                                                                                                                                                                                                                                     What to get the kids?
                 Drive in, park close?




                                                                                                                                                                                                                                                                                                                 Where’s the children’s menu?
                                                                                                                                                                                                                                                                                                        Constantly checking on the kids - Are they safe, behaving?
                                                                                                                                                                                                                                                                                                              Translation please: What’s a Chalupa?
                                                                                                                                                                                                                                                                                                            What’s she ordering? Maybe I’ll just order that
                                                                                                                                                                                                                                                                                                                     What’re the ingredients?
                                                                                                                                                                                                                                                                                                                  Wish they had a simple quesadila
  BEGIN                                                                                                                                                                                                                                                                                                 TASKS: SELECTING & ORDERING                                                                     TASKS: PIC
                                                                                                                                                                                                                                                                                                                 What’s the healthy thing to order?
                                                                                                                                                                                                                                                                                                                                                                                                           WAITI
                                                                                                                                                                                                                                                                                                                Am I ordering too little or too much?
                                                                                                                                                                                                                                                                                                             Should I just share my order with the kids?
                                                                                                                                                                                                                                                                                                               Gotta decide: I’m holding up the line
                                                                                                                                                                                                                                                                                                          Can’t decide: Too late to leave. Just order something!
                                                                                                                                                                                                                                                                                                              At front of line: Get product clarifications



                                                                                                                                              what is
                                                                                                                                                                                                                                                                                                                       Communicate order
                                                                                                                                                                                                                                                                                                                              Pay

    © HumanCentered 2005, All Rights Reserved
© HumanCentered 2004, All Rights Reserved
piqued
                       conversations
                                                                            DINING ROOM
                              memories                    value             EXPERIENCE                      Delta Horizons
                                                       take-aways                                                        DYI
                                  impressions
                                                                                                                         CNN Airport
                                                                                                                       Google
                                                                                                        comparable “Surprise Me!”
                                                          serve
               new host/proprietor                                                                       channels
                                                       your guests               educate your
                 role & function                                                   customers
                                                                        entertain
                                                                       your guests                                    interactivity
                                                                                                                          texture
                                                                                                       brand            integration
                                                                                  TACO BELL          dimensions
                                                                                BRAND CHANNEL                           genuineness
                                                              TB dynamic
                              clock                           media wall
                                                                                                                    dynamic
         order                              1-3 flat plasma
        numbers                                  panels                                                              life-affirming
                                                                real-time                        brand
          video feed                                            contests       content
                                                                                                qualities               surprise
                   bottom news                                              programming
                                                         short film
                     crawler                            competitions
                                                                                music                               independence
                                                      Google                                community
                                                   news crawler           TB Foundation                       discovery
                                                     localized



                  what if?
                                                                             profiles
                                                      weather    user-submitted                        creativity
                                                        10-second                               curiosity
                                                                 video segments
                                                       sponsor ads
    © HumanCentered 2005, All Rights Reserved
© HumanCentered 2004, All Rights Reserved
“Yum! Channel”
                                              TB dynamic
                                              media wall


       6500 Taco Bell
          screens                           HD flat plasma
        across North                            panels
          America


                                            customer order
     quality content:                        number panel
          music,
       film shorts,
      short profiles
                                             bottom screen
                                             news crawler
         tasteful
      product blurbs

                                               bi-weekly
                                            updated segment
        Foundation
                                                 feeds
       short profiles


                                            lively, creative,
      TB Film Festival
                                               interesting
        short video
       competitions




          what if?
© HumanCentered 2005, All Rights Reserved
why?
                The post-ordering, post-pickup “attention space” is entirely unmanaged
                       Guests are mostly unengaged, semi-conscious of the experience
    The Taco Bell dining room experience ignores important dimensions of food & eating
                                            Low consumer expectations: Exploit it!
          Make the dining room pay for itself: Per customer sales and brand recognition




© HumanCentered 2005, All Rights Reserved
offer member
           a more                              frequency
     personalized Taco                         benefits to
      Bell experience                        cost-conscious
                                             “super users”



         immediate                           tie into group
         first-name                         affiliations and
         recognition                         group orders
        in over 6500
          Taco Bells


                                              guide ordering
        potential to                        behaviors & incent
    “system-recognize”                              for
      users across all                       follow-up orders
       Yum!brands
          stores
                                             offer user comp
                                            items to test new
     expedite ordering:
                                                 products
     “have the usual?”
      “try our new...?”

                                            buy & redeem Taco
       track history                                Bell
         & predict                             gift “bucks”
       user behavior




          what if?
© HumanCentered 2005, All Rights Reserved
Michael Eckersley Selected Work
ted
                   is edi
             ation              lity
      Inform        onfi dentia
             and c
for   length
© HumanCentered 2004, All Rights Reserved
© HumanCentered 2004, All Rights Reserved
© HumanCentered 2004, All Rights Reserved
Michael Eckersley Selected Work
© HumanCentered 2004, All Rights Reserved
Service tools for innovating chronic disease management
          title slide




                             ted
                      is edi                                                        Service Innovation Design & Development Conference
                ation              lity
         Inform        onfi dentia                                                  June 22, 2009, Chicago
                and c
         length
                                                                                    by Michael Eckersley, PhD
   for                                                                              HumanCentered



             Except where otherwise noted, this work is licensed under a Creative Commons Attribution 3.0 License.
Selected problem space modeling




           20,000 classifiable diseases
Selected problem space modeling




                                            cardiovascular disease




Data Source: National Health Library, NIH                            Rendered with Many Eyes, IBM
Problem framing


                  cardiovascular disease

                         diabetes

                          COPD

These six diseases account for the vast majority of
     deaths, disabilities & health care costs
                          cancer

                      liver cirrhosis

                         asthma
User reearch. Disposable camera study


                                        “For years, I
                                        think I was in
           “Teresa”
        48 y/o female                   denial... I did
           Nixa, MO
  Conditions: Diabetes, high            not want
    blood-pressure, high
          cholesterol                   diabetes &
                                        thought it
                                        was an older
                                        person’s
                                        disease”
✔                                    Leading Causes of
                                       US Deaths, 2006
              ✔




                             ✔            ✔
 34                          7.3          6.7         6.5        ✔
                                                                 3.9   3.9   3.0
 %            30%             %            %           %         %      %     %    2.4   1.8
                                                      A




                                                                 A




                                                                 Ki
Ca




                                                                  In eu
                             St




                                                      cc


                                                                   D




                                                                   D
                                                                   lz
                                           CO




                                                                   Po
 H isea




                                                                    Bl son
                                                                    Pn




                                                                    dn as
 D




                                                                     flu m
                                                                     ia




                                                                     ise
                                                                      he
                                                       id
   nc


                               ro
   ea se




                                                                       oo in
                                                                       i
                                               PD




                                                                        be




                                                                         ey e
                                                          e




                                                                         en o n
                                 ke
      er




                                                                          im
      rt




                                                            nt




                                                                           d g
                                                                            te




                                                                             za ia
                                                                             er
                                                            s


                                                                              s



                                                                                ’s


Source: National Center for Health Statistics, 2006                             &
Projected Rise in Cases of Seven of the Most Common
            Chronic Diseases, 2003-2023




                                       ➜
                                      Cancers
                                      62%


                 ➜
              Diabetes
                53%




                                                    ➜
                                 ➜
                                                Hypertension

                           Mental Disorders         39%
                                54%
               ➜



           Heart Disease




                                                ➜
               41%                        Pulmonary
                                          Conditions
                               ➜

                             Stroke
                                              31%
                              29%
                                                               Source: The Miliken Institute
Selected problem space modeling




           Less than 1% of health care expenditures go toward
             prevention or managed care of chronic disease.
                                             Source: Institute of Medicine, Health Affairs, JAMA




Data Source: National Health Library, NIH                                      Rendered with Many Eyes, IBM
Problem framing


                  Recommendations

 1. Focus upstream: target people across a wellness
    spectrum– from well, to at-risk, to sick. Offer a
    network of incentives and supports appropriate
    to their individual situation.
 2. Develop a platform of effective psychological,
    socio-cultural, and spiritual affordances to enable
    positive behavior and lifestyle changes.
 3. Augment existing medical management,
    prevention, and wellness programs with
    integrated service tools that empower people
    to monitor and self-manage their health.
Create a culture of wellness empowerment
Work with people where they’re at
    GOOD HEALTH                   AT RISK                      POOR HEALTH



1          ➔
                       2   3         ➔
                                               4          5➔
                                                                             6



       John                     Margo                  Stuart
“Mr. Indestructible”           “Ms. Denial”        “Down but not out”




       Age: 26                   Age: 45                 Age: 63
    Non-Profit Admin        High School Staffer     Retired Salesman
         MBA                Married, 2 Children    Married, 2 Children
         Single               Weight: 175 lbs        Weight: 165 lbs
    Weight: 150 lbs        Sedentary, Overweight   High blood pressure
     Height: 5’-8”            High cholesterol           Diabetes
    High cholesterol            Non-smoker              Melanoma
      Non-smoker
Technology Mashup
Selected service UI concept prototyping




© Cara Miller, Boxspring Design
Selected service UI concept prototyping




© Cara Miller, Boxspring Design,
Enterprise Software, Financial Services,
Selected Work   2011   Health Care, Resorts, Consumer Products,
                       Fast Food, Brand Development




 Smart, connected, humane environments




                       Michael Eckersley             MFA, PhD

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Michael Eckersley Selected Work

  • 1. Enterprise Software, Financial Services, Selected Work 2011 Health Care, Resorts, Consumer Products, Fast Food, Brand Development Smart, connected, humane environments Michael Eckersley MFA, PhD
  • 3. team mates over the years
  • 4. Samples of early career brand strategy and developent for many firms © HumanCentered 2010, All rights reserved © HumanCentered 2004, All Rights Reserved Michael Eckersley
  • 5. Park City Resort Web marketing and reservations system development © HumanCentered 2010, All rights reserved © HumanCentered 2004, All Rights Reserved Michael Eckersley
  • 6. Premier Resorts, Inc. Resort property marketing, online reservations © HumanCentered 2010, All rights reserved © HumanCentered 2004, All Rights Reserved Michael Eckersley
  • 7. Online brand and sales training. Business concept and strategy development © HumanCentered 2010, All rights reserved © HumanCentered 2004, All Rights Reserved Michael Eckersley
  • 8. GMAC Bank (now Ally Bank) Online retail bank development, inception, research, planning and design to launch (for Sybase) © HumanCentered 2010, All rights reserved © HumanCentered 2004, All Rights Reserved Michael Eckersley
  • 9. Sybase Enterprise Portal product. Inception, research, planning and design to launch (for Sybase) © HumanCentered 2010, All rights reserved © HumanCentered 2004, All Rights Reserved Michael Eckersley
  • 10. Banco Popular online banking. Inception, research planning, design, launch (for Sybase) © HumanCentered 2010, All rights reserved © HumanCentered 2004, All Rights Reserved Michael Eckersley
  • 11. TrueWebBank.com (Greenpoint Bank, 2001) for Sybase © HumanCentered 2010, All rights reserved © HumanCentered 2004, All Rights Reserved Michael Eckersley
  • 12. Jobs That People Hire Online Banks To Do Retail and Business Banking 2010 A dited Product development overview atio n is e ality Inform conf identi lengt h and for 12
  • 13. User Modes & Requirements Matrix “Julie” “Sheena” “Jack” “Daniel” trusting trusting passive preoccupied demanding demanding non-trusting non-trusting but partial technically limited user limited user super super user limited user limited user challenged user user user array of custom notifications and alerts greater skill & sense of control in personal finances fast, easy-to-use bill-pay simple, pleasurable online banking tools mobile banking application verifiable bill-pay receipts confidence in security of online banking services 13
  • 14. active engagement to bank “Jack” demanding super user low trust, high trust, confidence confidence “Sheena” preoccupied limited user “Daniel” “Julie” non-trusting trusting limited user but technically challenged user passive engagement to bank 14
  • 15. NEW VALUE-ADDED OPTIONS DESIGN INTENTS • Easy onramp to bill-pay set-up 1. BILL-PAY INTEGRATION • Central logon for centralized bank-based bill-paying activity • Secure, verified, archived payment receipts (i.e., really tight quasi integration) • Text/email notifications, alerts • Clear, low risk auto payment option • eBills sent directly to bank bill-pay • Secure repository for critical creditor/payee and account information: 2. NEW FUNCTIONALITY due dates, passwords “Financial Profile” & • Income and expenses spreadsheet and history, by category “Budget-Builder” • Basic budgeting worksheets tools, strategies, resources • Basic financial scenario projections • View accounts 3. SIMPLE MOBILE BANKING • Transfer funds • Pay bills APPLICATION • Find branch/ATM locations • Integrated affordances for routine “look-ups”, “write-downs” & 4. HANDY DESKTOP TOOLS “calendaring” • Calendar connected to bill-pay • Central location for account emails, e.g., alerts, notifications of account deposits and transaction “receipts” 15
  • 16. Retail online banking application for Open Solutions, Inc. Rebranded for over 300 financial institutions across North America 16
  • 17. New banking tools: Three-step budgeting, Tools palette, smart phone banking app. Budget Main Page Financial Profile Worksheet Smart Phone Transactional App Tools Palette Configurations, Actions
  • 18. Business banking application for Open Solutions, Inc. Led top-to-bottom redesign of complex products for ease of use 18
  • 19. The Customer Archetype 2: Benchmarking Key Dimensions of Customer Need, Want and Aspiration St. John’s Health System ted Michael Eckersley, MFA, PhD is edi ation lity Inform onfi dentia Customer Needs Discovery & Innovation gth and c Congress, Chicago, 13 June, 2007 for len Management Roundtable, Inc. © HumanCentered 2007, All Rights Reserved © HumanCentered 2007, All Rights Reserved
  • 20. Management Roundtable, Inc. © HumanCentered 2007, All Rights Reserved
  • 22. Management Roundtable, Inc. © HumanCentered 2007, All Rights Reserved
  • 23. Management Roundtable, Inc. © HumanCentered 2007, All Rights Reserved
  • 24. Management Roundtable, Inc. © HumanCentered 2007, All Rights Reserved
  • 25. Management Roundtable, Inc. © HumanCentered 2007, All Rights Reserved
  • 26. The Supportive Experience: IHC Women & Newborns ted is edi ation lity Inform onfi dentia June 24, 2011 and c for length Michael Eckersley, PhD
  • 27. © HumanCentered 2004, All Rights Reserved
  • 28. Synthesized User Archetype: Amy & Family { Mother: Amy Father: Jeff Infant:Crystal Sibling: Cody Grandmother: Diane The baseline unit of analysis, and the target for design should be those needs, desires and requirements of the nuclear family, with the common extension to an assisting mother/grandmother role player. © HumanCentered 2004, All Rights Reserved
  • 29. © HumanCentered 2004, All Rights Reserved
  • 30. © HumanCentered 2004, All Rights Reserved
  • 31. © HumanCentered 2004, All Rights Reserved
  • 32. © HumanCentered 2004, All Rights Reserved
  • 33. ted is edi ation lity Inform onfi dentia and c for length http://s3images.coroflot.com/user_files/individual_files/131420_Fz2e0Zfnt5D80myfQUPhSKPU
  • 35. don’t wanna wait for dryer Taco Bell environment: rest rooms touch the door handle? the “backside” of food hygiene sensitivity brand afterthought flimsy toilet paper restrooms a draw moments of truth wash my hands? diaper-changing personal privacy avoid if possible public necessity germ anxiety paper towels in a hurry off-stage comfort odor off-stage odor brand afterthought flimsy toilet paper public necessity c c c c c c c c comfort c c c c c c c c in a hurry c c c c c c personal privacy c c c c c c c c restrooms a draw c c don’t wanna wait for c c dryer paper towels c c c c c c avoid if possible c c c c c touch the door handle? germ anxiety very related the “backside” of food c c c hygiene sensitivity somewhat related diaper-changing c c c c c c c c c what is slightly related wash my hands? c c c c not related moments of truth c c c c c Management Roundtable, Inc. © HumanCentered 2007, All Rights Reserved © HumanCentered 2004, All Rights Reserved
  • 38. product selection, ordering Self-orientation: check out proximities, seating Keep kids with me or seat and monitor them? Enter restaurant (stroller, carrier, disabled?) Handed order receipt and pick-up number Move toward ordering area or queue-up Offer treat, food, distractors to kids Scan overhead menu Does the room look safe? Not sure where I should be selecting from They expect me to read that? What to get the kids? Drive in, park close? Where’s the children’s menu? Constantly checking on the kids - Are they safe, behaving? Translation please: What’s a Chalupa? What’s she ordering? Maybe I’ll just order that What’re the ingredients? Wish they had a simple quesadila BEGIN TASKS: SELECTING & ORDERING TASKS: PIC What’s the healthy thing to order? WAITI Am I ordering too little or too much? Should I just share my order with the kids? Gotta decide: I’m holding up the line Can’t decide: Too late to leave. Just order something! At front of line: Get product clarifications what is Communicate order Pay © HumanCentered 2005, All Rights Reserved © HumanCentered 2004, All Rights Reserved
  • 39. piqued conversations DINING ROOM memories value EXPERIENCE Delta Horizons take-aways DYI impressions CNN Airport Google comparable “Surprise Me!” serve new host/proprietor channels your guests educate your role & function customers entertain your guests interactivity texture brand integration TACO BELL dimensions BRAND CHANNEL genuineness TB dynamic clock media wall dynamic order 1-3 flat plasma numbers panels life-affirming real-time brand video feed contests content qualities surprise bottom news programming short film crawler competitions music independence Google community news crawler TB Foundation discovery localized what if? profiles weather user-submitted creativity 10-second curiosity video segments sponsor ads © HumanCentered 2005, All Rights Reserved © HumanCentered 2004, All Rights Reserved
  • 40. “Yum! Channel” TB dynamic media wall 6500 Taco Bell screens HD flat plasma across North panels America customer order quality content: number panel music, film shorts, short profiles bottom screen news crawler tasteful product blurbs bi-weekly updated segment Foundation feeds short profiles lively, creative, TB Film Festival interesting short video competitions what if? © HumanCentered 2005, All Rights Reserved
  • 41. why? The post-ordering, post-pickup “attention space” is entirely unmanaged Guests are mostly unengaged, semi-conscious of the experience The Taco Bell dining room experience ignores important dimensions of food & eating Low consumer expectations: Exploit it! Make the dining room pay for itself: Per customer sales and brand recognition © HumanCentered 2005, All Rights Reserved
  • 42. offer member a more frequency personalized Taco benefits to Bell experience cost-conscious “super users” immediate tie into group first-name affiliations and recognition group orders in over 6500 Taco Bells guide ordering potential to behaviors & incent “system-recognize” for users across all follow-up orders Yum!brands stores offer user comp items to test new expedite ordering: products “have the usual?” “try our new...?” buy & redeem Taco track history Bell & predict gift “bucks” user behavior what if? © HumanCentered 2005, All Rights Reserved
  • 44. ted is edi ation lity Inform onfi dentia and c for length
  • 45. © HumanCentered 2004, All Rights Reserved
  • 46. © HumanCentered 2004, All Rights Reserved
  • 47. © HumanCentered 2004, All Rights Reserved
  • 49. © HumanCentered 2004, All Rights Reserved
  • 50. Service tools for innovating chronic disease management title slide ted is edi Service Innovation Design & Development Conference ation lity Inform onfi dentia June 22, 2009, Chicago and c length by Michael Eckersley, PhD for HumanCentered Except where otherwise noted, this work is licensed under a Creative Commons Attribution 3.0 License.
  • 51. Selected problem space modeling 20,000 classifiable diseases
  • 52. Selected problem space modeling cardiovascular disease Data Source: National Health Library, NIH Rendered with Many Eyes, IBM
  • 53. Problem framing cardiovascular disease diabetes COPD These six diseases account for the vast majority of deaths, disabilities & health care costs cancer liver cirrhosis asthma
  • 54. User reearch. Disposable camera study “For years, I think I was in “Teresa” 48 y/o female denial... I did Nixa, MO Conditions: Diabetes, high not want blood-pressure, high cholesterol diabetes & thought it was an older person’s disease”
  • 55. Leading Causes of US Deaths, 2006 ✔ ✔ ✔ 34 7.3 6.7 6.5 ✔ 3.9 3.9 3.0 % 30% % % % % % % 2.4 1.8 A A Ki Ca In eu St cc D D lz CO Po H isea Bl son Pn dn as D flu m ia ise he id nc ro ea se oo in i PD be ey e e en o n ke er im rt nt d g te za ia er s s ’s Source: National Center for Health Statistics, 2006 &
  • 56. Projected Rise in Cases of Seven of the Most Common Chronic Diseases, 2003-2023 ➜ Cancers 62% ➜ Diabetes 53% ➜ ➜ Hypertension Mental Disorders 39% 54% ➜ Heart Disease ➜ 41% Pulmonary Conditions ➜ Stroke 31% 29% Source: The Miliken Institute
  • 57. Selected problem space modeling Less than 1% of health care expenditures go toward prevention or managed care of chronic disease. Source: Institute of Medicine, Health Affairs, JAMA Data Source: National Health Library, NIH Rendered with Many Eyes, IBM
  • 58. Problem framing Recommendations 1. Focus upstream: target people across a wellness spectrum– from well, to at-risk, to sick. Offer a network of incentives and supports appropriate to their individual situation. 2. Develop a platform of effective psychological, socio-cultural, and spiritual affordances to enable positive behavior and lifestyle changes. 3. Augment existing medical management, prevention, and wellness programs with integrated service tools that empower people to monitor and self-manage their health.
  • 59. Create a culture of wellness empowerment
  • 60. Work with people where they’re at GOOD HEALTH AT RISK POOR HEALTH 1 ➔ 2 3 ➔ 4 5➔ 6 John Margo Stuart “Mr. Indestructible” “Ms. Denial” “Down but not out” Age: 26 Age: 45 Age: 63 Non-Profit Admin High School Staffer Retired Salesman MBA Married, 2 Children Married, 2 Children Single Weight: 175 lbs Weight: 165 lbs Weight: 150 lbs Sedentary, Overweight High blood pressure Height: 5’-8” High cholesterol Diabetes High cholesterol Non-smoker Melanoma Non-smoker
  • 62. Selected service UI concept prototyping © Cara Miller, Boxspring Design
  • 63. Selected service UI concept prototyping © Cara Miller, Boxspring Design,
  • 64. Enterprise Software, Financial Services, Selected Work 2011 Health Care, Resorts, Consumer Products, Fast Food, Brand Development Smart, connected, humane environments Michael Eckersley MFA, PhD