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@ Amy Cueva
@ MadPow - Founder & Chief Experience Officer
@ HxRefactored - Chair of Design Track – April 5-6, 2016
DESIGN F...
“The world hates change,
yet it is the only thing that
has brought progress.”
Charles F. Kettering
Design provides us with a creative and
human-centered pathway to inspire,
motivate, and guide change – helping
us to impro...
DESIGN FOR CHANGE
Empathy Inspired Design
Behavior Change Design
Organizational Design
Individual: Inspired Direction
Business: Customer Focused Results
Societal: Positive Human Impact
USING EMPATHY AS OUR
GUI...
WE ARE
pioneers, innovators, designers, technologists,
strategists, believers, change makers, patients,
doctors, family me...
”…a good half of every treatment that
probes at all deeply consists in the
doctor's examining himself... it is his
own hur...
FUELS OUR DRIVE.
OUR EMPATHY
PEOPLE WILL TELL
US WE ARE WRONG.
“Insist upon pretense and you’ll have
it. Insist upon mediocrity and it is
yours. Insist upon beauty and you will
find it. ...
MAKES US STRONGER.
ADVERSITY
WHAT IS GOOD FOR THE
PEOPLE WE SERVE IS
ULTIMATELY GOOD FOR
THE BUSINESS.
“There is nothing soft about it.
Empathy is a hard skill that should
be required from the board-room
to the shop floor.”
HB...
THE VALUE
OF DESIGNDesign-Driven Companies Outperform S&P by 228%
Over Ten Years - The ‘DMI Design Value Index' Posted
By ...
Improving the Rx Experience =
20% Increase in Online Orders
THE MATURATION
OF DESIGN INSIDE
ORGANIZATIONS
Pretty
Stick
Masseuse
PCP
Support Network:
Friends & Family
Pharmacist
Lawyer
Chiropractor
Health
Coach
CSR
CSR
CSR
HR
Cardiologist
Nur...
THE HEALTH ECOSYSTEM
Masseuse
PCP
Support Network:
Friends & Family
Pharmacist
Lawyer
Chiropractor
Health
Coach
CSR
CSR
CS...
What Motivates?
CDC Designs for
Medication Adherence
SHARED VALUES
+SHARED ACTION
=SHARED PROFIT Cindy Gallop
(FINANCIAL & SOCIAL)
EXPERIENCE
ECONOMY
IT IS AN
WHEN SOCIETY WINS,
THE BUSINESS WINS.
PURPOSE
BEYOND PROFIT?
WHAT IS YOUR
“As organizations operationalize their
purpose, we will see Corporate Social
Responsibility & Customer Experience
discipli...
THE DESIGNER’S
HIPPOCRATIC OATH
@DesignersOath
INTEGRATING EMPATHY
INTO YOUR ORGANIZATION
METHODS FOR
BECOME STUDENTS OF
THE PROBLEM,
INCLUSIVE IN OUR APPROACH.
in ethnographic studies so they can
experience customers first hand and
feel empathy for them. A research
report alone won’...
"You have to have a good theory. Every time
we take an action it is predicated upon a
theory. It is in understanding the p...
Where to FOCUS,
where we are DOING WELL,
& where we need to IMPROVE.
EMOTION WILL SHOW US
Sara Wachter-Boetcher
“Everybody Hurts: Content for Kindness”
…if we’re able to consider users at their
worst, and if we’r...
Walk in the
customer’s
shoes.
EXAMINE THE INTERPLAY OF
EMOTION WITH THE JOURNEY
Evidence-based
maternity decision making
for PregnantMe
CUSTOMER
NEEDS
FORMULATE A
HIERARCHY OF
Trustworthy
Easy
Kind
Meaningful
Very Cool Delightful
Relatable
Functional
CVS	
Helping a Hospital
Empower the Newly
Diagnosed
STRATEGIC
PARTNERS
PEOPLE
FAMILY &
FRIENDS
SOCIAL MEDIA
COMMENTATERS
WELLNESS
SALESPERSON
STATE/FED
LEGISLATION
STATE/FED
...
is a byproduct of how we
are organized internally
to deliver it.
THE EXPERIENCE
TRAIN YOUR
ORGANIZATION IN
EMPATHY & HUMAN
CENTERED DESIGN
HBR: Belinda Parmar
"Empathy can be measured, and your
business’s empathy quotient can be assessed,
allowing CEOs to pinpo...
EMPATHY WILL
INSPIRE OUR DIRECTION,
FUEL BUSINESS INNOVATION, &
DELIVER POSITIVE HUMAN IMPACT.
THANK YOU.
@ Amy Cueva
@ MadPow - Founder & Chief Experience Officer
@ HxRefactored - Chair of Design Track – April 5-6, 20...
Design for Change: Empathy as our Guide: Amy Cueva Keynote at Partners Center for Connected Health Symposium - Boston
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Design for Change: Empathy as our Guide: Amy Cueva Keynote at Partners Center for Connected Health Symposium - Boston

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This presentation was a part of the "Design for Change" track at the October 29, 2015 Partners Center for Connected Health Symposium. The presentation discusses how Empathy can be our guide as we seek to improve health experiences.

Publicada em: Design, Saúde e medicina
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Design for Change: Empathy as our Guide: Amy Cueva Keynote at Partners Center for Connected Health Symposium - Boston

  1. @ Amy Cueva @ MadPow - Founder & Chief Experience Officer @ HxRefactored - Chair of Design Track – April 5-6, 2016 DESIGN FOR CHANGE: EMPATHY AS OUR GUIDE
  2. “The world hates change, yet it is the only thing that has brought progress.” Charles F. Kettering
  3. Design provides us with a creative and human-centered pathway to inspire, motivate, and guide change – helping us to improve the experience of health for the populations we serve. DESIGN FOR CHANGE
  4. DESIGN FOR CHANGE Empathy Inspired Design Behavior Change Design Organizational Design
  5. Individual: Inspired Direction Business: Customer Focused Results Societal: Positive Human Impact USING EMPATHY AS OUR GUIDE IN DRIVING CHANGE
  6. WE ARE pioneers, innovators, designers, technologists, strategists, believers, change makers, patients, doctors, family members, executives, people, WOUNDED HEALERS.
  7. ”…a good half of every treatment that probes at all deeply consists in the doctor's examining himself... it is his own hurt that gives a measure of his power to heal.” Carl Jung
  8. FUELS OUR DRIVE. OUR EMPATHY
  9. PEOPLE WILL TELL US WE ARE WRONG.
  10. “Insist upon pretense and you’ll have it. Insist upon mediocrity and it is yours. Insist upon beauty and you will find it. Insist upon learning and you will learn. Insist upon living with great passion and you will see differently.” Paula Darcy
  11. MAKES US STRONGER. ADVERSITY
  12. WHAT IS GOOD FOR THE PEOPLE WE SERVE IS ULTIMATELY GOOD FOR THE BUSINESS.
  13. “There is nothing soft about it. Empathy is a hard skill that should be required from the board-room to the shop floor.” HBR: Belinda Parmar CORPORATE EMPATHY IS NOT AN OXYMORON
  14. THE VALUE OF DESIGNDesign-Driven Companies Outperform S&P by 228% Over Ten Years - The ‘DMI Design Value Index' Posted By Michael Westcott, Monday, March 10, 2014 Updated: Monday, March 10, 2014 +228% over 10y
  15. Improving the Rx Experience = 20% Increase in Online Orders
  16. THE MATURATION OF DESIGN INSIDE ORGANIZATIONS Pretty Stick
  17. Masseuse PCP Support Network: Friends & Family Pharmacist Lawyer Chiropractor Health Coach CSR CSR CSR HR Cardiologist Nurse Therapist Weight Watchers Gym Lobbyists Social Worker Politicians Lobb Patient Advocate Translator Financial Entities Transportation Service Heart Health Start Up Hospital Network Hospital Cardiology Lab Pharmacy Pharma PBM Insurance Company Insurer for Hospital Federal Government HS FDA CDC egislature utive ch Employer Condition Management Companies Information: Google, Web MD, YouTube, iTunes Condition Management Start Up Walk in Clinic Organizations & Non-Profits Health Tech Health Exchan State Govern Local Agencies Health Communications Patient Community THE HEALTH ECOSYSTEM
  18. THE HEALTH ECOSYSTEM Masseuse PCP Support Network: Friends & Family Pharmacist Lawyer Chiropractor Health Coach CSR CSR CSR HR Cardiologist Nurse Therapist Weight Watchers Gym Lobbyists Social Worker Politicians Lobb Patient Advocate Translator Financial Entities Transportation Service Heart Health Start Up Hospital Network Hospital Cardiology Lab Pharmacy Pharma PBM Insurance Company Insurer for Hospital Federal Government HS FDA CDC egislature utive ch Employer Condition Management Companies Information: Google, Web MD, YouTube, iTunes Condition Management Start Up Walk in Clinic Organizations & Non-Profits Health Tech Health Exchan State Govern Local Agencies Health Communications Patient Community WE CAN GATHER TOGETHER AROUND SHARED OBJECTIVES & DESIGN AN ECOSYSTEM OF CARE.
  19. What Motivates? CDC Designs for Medication Adherence
  20. SHARED VALUES +SHARED ACTION =SHARED PROFIT Cindy Gallop (FINANCIAL & SOCIAL)
  21. EXPERIENCE ECONOMY IT IS AN
  22. WHEN SOCIETY WINS, THE BUSINESS WINS.
  23. PURPOSE BEYOND PROFIT? WHAT IS YOUR
  24. “As organizations operationalize their purpose, we will see Corporate Social Responsibility & Customer Experience disciplines converge. ” Little Ole’ Me
  25. THE DESIGNER’S HIPPOCRATIC OATH @DesignersOath
  26. INTEGRATING EMPATHY INTO YOUR ORGANIZATION METHODS FOR
  27. BECOME STUDENTS OF THE PROBLEM, INCLUSIVE IN OUR APPROACH.
  28. in ethnographic studies so they can experience customers first hand and feel empathy for them. A research report alone won’t do it. IMMERSE KEY STAKEHOLDERS
  29. "You have to have a good theory. Every time we take an action it is predicated upon a theory. It is in understanding the people we serve in the present that we construct a theory about the future.” Clayton Christenson   CONSTRUCT A THEORY
  30. Where to FOCUS, where we are DOING WELL, & where we need to IMPROVE. EMOTION WILL SHOW US
  31. Sara Wachter-Boetcher “Everybody Hurts: Content for Kindness” …if we’re able to consider users at their worst, and if we’re able to make experiences feel good for people at their most vulnerable, most difficult moments, then we can make them work for everybody." DESIGN FOR PEOPLE AT THEIR WORST
  32. Walk in the customer’s shoes.
  33. EXAMINE THE INTERPLAY OF EMOTION WITH THE JOURNEY
  34. Evidence-based maternity decision making for PregnantMe
  35. CUSTOMER NEEDS FORMULATE A HIERARCHY OF Trustworthy Easy Kind Meaningful Very Cool Delightful Relatable Functional
  36. CVS Helping a Hospital Empower the Newly Diagnosed
  37. STRATEGIC PARTNERS PEOPLE FAMILY & FRIENDS SOCIAL MEDIA COMMENTATERS WELLNESS SALESPERSON STATE/FED LEGISLATION STATE/FED REGULATORS HR BENEFITS ADMIN CONTENT CREATOR INTERNAL SALES DTF/DSPOC COMPANY CONTACT UCCI IT OFFICE ASSISTANT 3RD PARTY VENDOR OTHER PATIENTS GOVN’T ADMIN BLOGGERS RECEPTION BROKER HYGIENIST DENTIST STATES VS. OVERSEAS CONFERENCES AT WORK AT HOME BENEFITS FAIR MILITARY EVENTS PROVIDER OFFICE EXAM ROOM WAITING ROOM PARKING LOTS COMMUNITY OUTREACH TRAVELING ONLINE IN CAR REMOTE VS. POPULATED AREA CO-WORKERS DEPENDENTS REPORTERS RECOVERY KIDS BEGIN DENTAL CARE USE MYDENTAL BENEFITS UNDERWRITING ONBOARDING CHANGE PLAN CHOOSE DENTAL TREATMENT EMERGENCY PROTOCOL BENEFITS SELECTION ACCOUNT INSTALLATION MEMBER REGISTRATION MAKE AN APPOINTMENT SUBMIT A CLAIM INQUIRY REFERRALMAKE A PAYMENT HOME CARE & MAINTENANCE ONLINE REGISTRATION CAN CREATION ACTIVE DUTY ACTIVATION TRAVEL TO DENTIST COST- ESTIMATOR AUTHORIZATION APPROVAL LOD INJURY STRATEGIC PARTNERS INFO STORE AUTHORIZATION SUBMISSION LOD APPROVAL MILITARY INSTALLATION GRIEVANCES SUBMIT AN APPEAL AUDITS GO TO DENTIST FIND A DENTIST MOVING PLAN/ PRODUCTS OPINION LAB CO COMPUTER BILLS COVERED SERVICES TABLET EM W PROVIDER AMENITIES BENEFITS GRID MY B W MPHONE LETTERS (W MARKETING MATERIALS CHOMPER CHUMS PRE DETERMINATION GOOGLE MAPS ID CARD MEMBER APP SOCIAL MEDIA MOBILE APPS UCD WEBSITE ENVIRONMENTS PROCESSES DENTAL SUPPLY REP PEOPLE ORAL SURGEON OTHER DENTISTS PHARMACY LAB INSURANCE COMPANY FAMILY OFFICE MANAGER HYGIENISTS SPECIALISTS RECORD KEEPING TRAFFIC PARKING LOT ADMIN SPACE OPERATING ROOM LOCATION WAITING ROOM OFFICE ASSISTANT RECEPTIONIST PATIENTS SENDING EMAILS FILING CLAIMS SCHEDULING APPOINTMENTS FACILITY MAINTENANCE GREETING PATIENTS CREDENTIAL- ING OBTAINING LICENSING REQ CLEANING TEETH BILLING PATIENTS CONDUCTING PROCEDURES BEING ON-CALL FOR HOURS CONDUCTING EXAMS PHONE CALLS ORDER SUPPLIES MARKETING FAX WEBSITE MY PATIENT BENEFITS EMAIL PRACTICE MANAGEMENT SOFTWARE MAIL DENTAL EQUIP- MENT/TOOLS PHONE COMPUTERS NETWORK ENVIRONMENTS PROCESSES ARTIFACTS BANKING PEOPLE PARTNER ENROLLMENT DEPARTMENT PARTNER SALES REP TPAS OTHER EMPLOYEES DENTAL ELECTRONIC SERVICES IT SUPPORT OTHER CARRIERS PARTNER ACCOUNT INSTALLATION TRADE EVENTS PAPER HEALTH & BENEFITS FAIRS OPEN ENROLLMENT BROKER OFFICE PRIVATE EXCHANGE MOBILE PUBLIC EXCHANGE ACCOUNT INSTALLATION MEMBERSHIP AND BILLING PEGA SYSTEM ANALYST OPEN ENROLLMENT ENROLLMENT PROCESS PERFORMANCE GUARENTEE RESEARCH ON AN EXCHANGE REVIEW CLAIMS EXP. BILLING PROCESS MEMBER COMPLAINTS BROWSE ON THE WEBSITE REVIEW OF LAWS BILL PAYMENT REVIEW NETWORK SUFFICIENCY DETERMINE FUNDING NEED FOR INSURANCE ONBOARDING EMPLOYEES REVIEW OF COMPETITORS FINALIST PRESENTATION DETERMINE BENEFIT BUDGETS REQUEST A QUOTE GEMUS ERROR REPORTING PREMIUM FILES CERT E-DELIVERY (ENROLLMENT) SHARPOINT (MAINT. FORMS) POLICY DOCUMENT AGL (INSTALLA- TION & MAINT.) DEMO- GRAPHICS SALES BROCHURES GPA (POLICY) COB LAT GEO P EX ELECTRONIC FORMS ADMIN KITS GLI E ACCOUNT MANAGEMENT PORTAL E-BILL INVOICES ELECTRONIC COMMUNICATION PAPER ENROLLMENT ENVIRONMENTS PROCESSES ARTIFACTS DENTAL SUPPLY REP PEOPLE ORAL SURGEON OTHER DENTISTS PHARMACY LAB INSURANCE COMPANY FAMILY OFFICE MANAGER HYGIENISTS SPECIALISTS RECORD KEEPING TRAFFIC PARKING LOT ADMIN SPACE OPERATING ROOM LOCATION WAITING ROOM OFFICE ASSISTANT RECEPTIONIST PATIENTS SENDING EMAILS FILING CLAIMS SCHEDULING APPOINTMENTS FACILITY MAINTENANCE GREETING PATIENTS CREDENTIAL- ING OBTAINING LICENSING REQ CLEANING TEETH BILLING PATIENTS CONDUCTING PROCEDURES BEING ON-CALL FOR HOURS CONDUCTING EXAMS PHONE CALLS ORDER SUPPLIES MARKETING FAX WEBSITE MY PATIENT BENEFITS EMAIL PRACTICE MANAGMENT SOFTWARE MAIL DENTAL EQUIP- MENT/TOOLS PHONE COMPUTERS NETWORK ENVIRONMENTS PROCESSES ARTIFACTS ECOSYSTEMS MEMBER PROVIDER EMPLOYER BROKER Audit every touch point in the ecosystem against hierarchy of needs.
  38. is a byproduct of how we are organized internally to deliver it. THE EXPERIENCE
  39. TRAIN YOUR ORGANIZATION IN EMPATHY & HUMAN CENTERED DESIGN
  40. HBR: Belinda Parmar "Empathy can be measured, and your business’s empathy quotient can be assessed, allowing CEOs to pinpoint their companies’ strengths and weaknesses, and see how they rank alongside their competitors." EVALUATE AND MEASURE
  41. EMPATHY WILL INSPIRE OUR DIRECTION, FUEL BUSINESS INNOVATION, & DELIVER POSITIVE HUMAN IMPACT.
  42. THANK YOU. @ Amy Cueva @ MadPow - Founder & Chief Experience Officer @ HxRefactored - Chair of Design Track – April 5-6, 2016

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