Mais conteúdo relacionado Semelhante a Journey mapping as insight tool - a healthcare case study UXLX 2012 (20) Journey mapping as insight tool - a healthcare case study UXLX 20121. JOURNEY !
MAPPING!
AS INSIGHT TOOL
a healthcare case study
Kim Goodwin
@kimgoodwin
UXLX 2012
Proprietary & Confidential!
Image: USGS public domain
2. user mental model of process steps
1
2
3
4
5
attributes of process
A
B
C
Proprietary & Confidential!
© 2012 Kim Goodwin | @kimgoodwin
4. EXPERIENCE / JOURNEY MAPS ARE!
NOT ABOUT US
which of our tools they use
who owns those tools
our feature & service ideas
Proprietary & Confidential!
© 2012 Kim Goodwin | @kimgoodwin
5. JOURNEY STEPS ARE DRIVEN BY DATA
1
2
3
4
5
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© 2012 Kim Goodwin | @kimgoodwin
7. …ARE WHAT CUSTOMERS / USERS:
WANT & NEED
to know, feel, accomplish
DO
with what tools & why
THINK & FEEL
about their experience
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© 2012 Kim Goodwin | @kimgoodwin
8. POTENTIAL USES
Proprietary & Confidential!
© 2012 Kim Goodwin | @kimgoodwin
9. 1
ELICIT & CLARIFY
with interviewees
See what’s available Pick a few options
- Get informed - Price & features
- Look at car sites - Manageable set
- Ask friends - Expert reviews
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© 2012 Kim Goodwin | @kimgoodwin
10. 2
ASSESS your effectiveness
Proprietary & Confidential!
© 2012 Kim Goodwin | @kimgoodwin
12. 4
BEGIN SOLVING
for a persona
She wants to know X.
We should show that first.
Proprietary & Confidential!
© 2012 Kim Goodwin | @kimgoodwin
13. maps are ideal tools for
PROLONGED
MULTI-CHANNEL
MULTI-PLATFORM
user experiences
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© 2012 Kim Goodwin | @kimgoodwin
15. Uses shared patient data to help
patients achieve better outcomes
- immediate support
- tracking
- long-term research
Proprietary & Confidential!
16. GOAL: BROADEN AUDIENCE
in-home & remote ethnography
decision-making, support, content
creation & use
Proprietary & Confidential!
THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
17. WHAT WE FOUND
was remarkable consistency
Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
Proprietary & Confidential!
THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
18. Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
HAVING SYMPTOMS
Proprietary & Confidential!
THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
19. I WOULD LOSE CONTROL
IN MY HAND WHEN I GOT COLD.
I THOUGHT I WAS
JUST TIRED.
- on early symptoms of ALS
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
20. Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
DO WANT & NEED THINK & FEEL
- Notice something - Is this a big deal? - Worry
- Explain it away - Should I see a doctor? - Denial
- Wait & watch - Is this real, or am I - Avoidance
- Maybe seek info overreacting?
Proprietary & Confidential!
THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
21. Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
SEEKING DIAGNOSIS
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
22. I KNEW I HAD PARKINSON’S
TWO YEARS BEFORE
THE NEUROLOGIST AGREED.
- on trying to get a diagnosis
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
23. Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
DO WANT & NEED THINK & FEEL
- Seek information - An answer! - Worry
- Seek doctor - The right doctor to - Frustration at
diagnosis (many?) diagnose me being ignored
- Maybe many tests - Assurance I’m not - Helplessness
- Patient knowledge crazy
often discounted
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
24. Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
GETTING A DIAGNOSIS
YOU BELIEVE
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
25. I THOUGHT,
‘AM I GOING TO DIE?’
- on being diagnosed with leukemia
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
26. I TOLD THE DOCTOR
‘YOU’RE FULL OF SH*T!’
I OWE HER AN APOLOGY.
- on not being able to accept his initial diagnosis
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
27. IT’S NICE TO HAVE AN ANSWER
FOR WHAT’S GOING ON. IT
TELLS ME I’M NOT CRAZY.
- on being diagnosed with rheumatoid arthritis
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
28. Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
DO WANT & NEED THINK & FEEL
- Get lots of info… - What does it mean? - Shocked
or little - Will I die? - Overwhelmed
- Don’t know what - Make a decision now… - Scared
questions to ask or in a while - Relieved
- Experience life
- I can’t deal with
changing in an
this
instant
- I can’t react now
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
29. Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
MAKING EMOTIONAL
SENSE OF IT
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
30. I THINK I GOT A
MASTER’S DEGREE IN AUTISM
THAT FIRST SIX MONTHS.
- on information-seeking as control
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
31. I WANTED INFORMATION,
BUT SLOWER. A
RIVER, NOT A WAVE.
MY DAUGHTER CAME WITH ME
AS MY SCRIBE AND MY EARS.
- what happened just after cancer diagnosis
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
32. MOM AND I ... JUST
COULDN’T TALK TO EVERYBODY.
- on using a social network for updates in the hospital
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
33. Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
DO WANT & NEED THINK & FEEL
- Seek info (control!) - What can I do? - Scared & vulnerable
- Seek support, - What does Dx mean? - Overwhelmed
acknowledgement, - Do I want to know? - Worried for family
encouragement
- Tell: who, when, how ? - Alone
- Share with / involve
- How will life change? - Grieving for losses
loved ones
- Sole focus: I have _ !
- Maybe seek
activism
- Many get stuck here
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
34. Experiencing a change!
!
Seeking Getting Finding a
Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
plan
symptoms! & adjusting! with it!
(that you believe)! sense of it!
FINDING A PLAN
THAT WORKS
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
35. people are mastering new skills
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
36. YOU’RE DESPERATE.
YOU TRY ANYTHING
THAT ISN’T TOO FREAKY.
YOU … SEE WHAT STICKS.
- on experimenting to find a
treatment plan that works
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
37. BUY A SATIN
PILLOWCASE
P
FOR WHEN YOUR
HAIR FALLS OUT.
- on how other patients fill the gaps
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
38. Experiencing a change!
!
Seeking Getting Finding a
Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
plan
symptoms! & adjusting! with it!
(that you believe)! sense of it!
DO WANT & NEED THINK & FEEL
- May see new MD(s) - What Tx, MD, where? - Still in shock
- Discuss any options - What to expect? - Identity is in flux
- Experiment: - How will I manage? - Overwhelmed
Effective? Fits life? - Grieving
- Change life & work - Want independence
- Manage loved ones & strength
- Find resources
- Learn vocabulary,
concepts, skills
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
39. Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
OPTIMIZING &
ADJUSTING
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
40. YOU GO FROM NEEDING TO
KNOW ABOUT AUTISM
TO NEEDING TO KNOW
ABOUT YOUR CHILD.
- on optimizing care & becoming the expert
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
41. MY NOTEBOOK
COMES TO EVERY
DOCTOR’S
APPOINTMENT.
- on keeping her own history to
take control of her care
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
42. IT OPENS THE DOOR FOR CONVERSATION
BECAUSE YOU FORGET THINGS
- on the value of tracking
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
43. people tell their stories
to process after the fact
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
44. Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
DO WANT & NEED THINK & FEEL
- Connecting MDs - What do others do? - Not overwhelmed
- Asking questions - What Tx might I - More confident
- Absorbing nuance need next? - Less vulnerable
- Trusting self - What hope is there? - Tired of educating
- Accepting limits others
- Optimize Dx, Tx
- Make Tx trade-offs
- Feel capable again
- Reclaim life
- Tell story (to process)
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
45. Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
LIVING WITH IT
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
46. I USED TO WAKE UP AND THINK,
‘MY GOD, I HAVE PARKINSON’S.’
NOW I WAKE UP AND THINK, ‘MY
GOD, I HAVE TO DO THE DISHES.’
- on the new normal
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
47. Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
DO WANT & NEED THINK & FEEL
- Identity has shifted - Need less information - Mostly acceptance
- Some: help others & support - Depression
- Some: info-browsing - Adjust to the new - Lingering fear
- Fewer MD visits normal - Resigned…or hopeful
- MD conversations: - “It could be worse”
how are you?
- Less tracking
- New Dx may become
focus
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
48. Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
EXPERIENCING A
CHANGE
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
49. YOU’RE CONSTANTLY
DEALING WITH LOSS
- on handling his slow decline with ALS
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
50. I CAN CONTROL MY
BLOOD SUGAR. I GET
MORE FRUSTRATED
WITH MY THYROID.
- on managing a new diagnosis
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
51. SEEKING BEHAVIOR
Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
Information
Support
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
52. INFORMATION NEEDS
Experiencing a change!
!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!
Preferred sources
Known “experts”
People “like me”
Preferred depth
The basics
More nuance
THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
USED WITH PERMISSION.
54. HUGE THANKS!
Research team
Synthesis team
Kate Brigham Jamie Heywood Kate Brigham
Maureen Oakes Jeff Cole Maureen Oakes
Jeremy Gilbert Scott Listfield Jeremy Gilbert
Lori Scanlon Doug Marttila Jeff Dwyer
Jeff Dwyer Amy Newell
Steve Hammond James Kebinger
Ben Heywood Winfield Peterson
Proprietary & Confidential!
55. THANKS!
@kimgoodwin
Proprietary & Confidential!
Image: USGS public domain