1. Mobile Apps in the Development of Healthcare Technologies
Mobile Apps
– in the Development of Healthcare Technologies
Medilink (Yorkshire & Humber) October 06 2011
Designit – Jim Dawton, Partner, – London office
Designit – Mikal Hallstrup, Chief Visionary Officer – Copenhagen office

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Agenda
09:00 – Share expectations and app thoughts so far (15 min)
09:15 – Interactive inspiration session. Slides & debate (45 min)
10:00 – Break (15 min)
10:15 – Workshop – heads on, hands on! (45 min)
11:00 – Presenting back (20 min)
11:20 – Wrapping up (10 min)
11:30 – Adjourn

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Scope – give you yellow belt in ‘app creation’
Your take away – get informed, get inspired, get ignited...
Get more app-savvy, a bit more user-driven
Understand your own ‘apportunities’
No ‘5-star app’ ready for app store or Android market, ok?

4. Mobile Apps in the Development of Healthcare Technologies
About Designit
Born 1991, in Denmark, raised internationally
9 offices, 200+ Designits, 25+ nationalities
Creative zoo – designers, human factor, digital factor and business strategists
Magic mix, that creates business value and sublime mobile experiences

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What we do...
We help you understand your users, customers, and markets better;
rethink and discover opportunities and translate them
into meaningful products and services.
Our approach is strategic-creative and design driven.
We work cross-silo, cross-media and cross-touchpoints.
We believe that user value creates business value.

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Designit offices
Aarhus
Barcelona
Copenhagen
Gothenburg
London
Madrid
Munich
Oslo
Shanghai

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Approach and success factors in app creation
Responsibility
Feasibility
Must be a win-win and develop
sustainable user relations
Must be realistic in a
technical perspective
Desireability
Business
App must deliver real
user value
Must be based on a
viable business model

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Some of our clients...

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One of our healthcare apps...

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Some other work in progress...

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Current app projects in other industries...
‣
Pharma – mobile user manuals and user training
‣
Energy – energy monitoring and management
‣
Water management – Installation and configuration of pumps
‣
Insurance – claim procedure management – or is that really CRM?
‣
Telco – home entertainment, home control app
‣
Finance – open source, shared app platform for small banks
‣
Automotive – staff training tools, sales support and customer relations
‣
Humanitarian – donation and collection app
‣
Mid-wifery – digital transformation of mid-wifery practices

14. Mobile Apps in the Development of Healthcare Technologies
So, what do these apps have in common?
‣
Supportive – they add user value to existing offerings
‣
Self-service – they engage users in new, meaningful roles
‣
Time-saving – they save users’ time or staff time
‣
Anytimeness, anywhereness – they turn dead time into do time
‣
Core functionality – they deliver bite-size services for mobile use
‣
Increase interaction volume – they increase user interaction and dialogue
‣
Information experience – they are visually delightful
‣
Context aware – they know where you are and what you’ll do next
‣
Instruction free – they’re download and do and delivering instant value

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What’s happening
A quick glance at
the big picture to see
why the future is mobile…

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Danish Chamber of Commerce Survey 2011
– mobile-social trends in the Danish service sector
‣
General increase in the use of mobile services
‣
More than half of all businesses have adopted social media for knowledge
sharing, recruitment, marketing or support
‣
Seven out of ten businesses expect to advance the use of
apps and online tools within the next couple of years

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Our experience, so far...
‣
‣
‣
‣
‣
‣
We experience the same trend on a European level
All our clients are expanding their businesses by going mobile
Looking back, extremely fast B2C adoption from 2008
Now, followed by fast BtB adoption in 2010-2011
2008 was the ‘must have an app’ gimmicky era
2011, a matured, pragmatic approach – business value driven

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Once upon a time,
a phone was a
phone
and daddy was a
young man with
blond, curly hair...

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1973, a decade
later, the start of
the mobile service
revolution...

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A value shift…
Nokia focused
on 1000 devices
and 1 service…

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Apple did the
opposite…
Had 1 device,
1000 mobile
services,
emphasising that
value had migrated
from product to
service…

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The Mobile services perspective
In 2008, the first, fun apps opened our eyes
and made us fundamentally reinvent
value propositions, user relations
and mobile opportunities…

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iPint...
Having a pint,
straight from the
mobile…

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Shazam
The magic of
discovering and
buying new music,
straight from the
cloud…

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Mosquito repellent
straight from
the loudspeaker
of your feature
phone…

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Even the inventor
of the world’s heaviest
remote, Bang & Olufsen,
needed to rethink the
relation between
product and service

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Touch-kids,
the next generation
of touch screen
consumers will
amplify the big shift
to mobile services ...

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Touch-kids,
a DIY generation
increasingly
preferring self
service, like e.g.
self-checkout
and appointment
management
in Danish afterschool care

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2010, always ON and
mobile tasking has
become the new
normal...

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2011, mobile me,
tireless service snacking,
anywhere, anytime,
in any opportune
moment or place…

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New mobile
retail-experiences
Tesco HomePlus,
turning waste time into
shopping time…

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How mobile is your business?
2
Mobile services
as an expander
1
0
No
mobile services
No focus on mobile
services – it’s not
relevant for our
business…
Mobile services
as a gimmick
Mobile services as
marketing – an app is a
me too, must have. You
never know if it’s the
next big thing. Let’s
check it out…
Mobile services with
valuable functionality
– mobile services add
value to our existing
core services or help
us scale them out…
3
Mobile services
is core business
Mobile first! Mobile
services is the business
strategy and considered
the key platform for
customer relations and
value creation.

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Inventing new mobile
services takes new
inspiration.
Here are some
examples…

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Real life, real users
Their needs, their
frustrations, is a
massive and free
source of inspiration
and unserved needs

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Extreme users
and their
surprising
behaviour is
also a great
source of
inspiration to
make us rethink
our offerings in
the mobile
age…

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Professional users
are key to
understand other
important needs
and opportunities
than just end-user
needs…

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App store
inspiration
Right from the
marketplace,
tons of apps,
and tons of
inspiration
from parallel
industries…

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or free
inspiration
services like
springwise.com
A daily fix of
entrepreneurial
ideas for all
industries…

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Inspiration
from early
movers
Maybe an app is
not the answer
but rather
a mobile site...

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How might you
apply technology to
introduce simple, yet high
value bite-size services…

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or create
disruptive mobile
service systems
like myTaxi,
cutting away the
middle man,
turning the taxi
booking industry
into a customerdriven, social
network service

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...or even
introduce
strategic
mobile
standards
that could
transform
your
industry…

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How might
existing customer
data help create
new mobile
services?
Share back of
customer data in
the shape of new
information
experiences can
engage and
intensify customer
relations

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How might you create
on-line communities like
mystarbucksidea.com
and let customer interact
directly around your
brand?
Starbucks steps back,
listens to the conversation
– and gets great
innovative ideas and
customer insights in
return…

45. The Next Within...
Mobile Apps in the Development of Healthcare Technologies
How might we
translate it into
healthcare? Like
patientslikeme.com,
a data-driven social
networking health
site? Members
share experiences
with trusted peers
and learn from realworld outcomes

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HealthUnlocked
Patient-reported
outcomes made easy

47. The Next Within...
Mobile Apps in the Development of Healthcare Technologies
Is YouTube
becoming a
future
healthcare
authority?
Increasingly
used for finding
user-friendly
user instructions
and advice from
trusted peers

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New
information
experiences
30 sec MBA –
big knowledge
made bitesize
for a mobile
context of use

49. Mobile Apps in the Development of Healthcare Technologies
How might
your app tap
into the power
of social media
analytics?
With
inspiration
from klout.com
who measures
user influence
in social
networks

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How might you
expand your
business with
mobile services?
Look to BMW/
Sixt DriveNow. A
mobility service
at 29¢ a minute?
Parking and fuel
included.

51. Mobile Apps in the Development of Healthcare Technologies
Mobile services aren’t new-new anymore
but still business as unusual
To succeed, takes a rethink mindset…

52. Mobile Apps in the Development of Healthcare Technologies
Classic problem solving mindset
Is that you?
Problem
Solution

53. Mobile Apps in the Development of Healthcare Technologies
Rethink mindset
Explore
Discover
Re-understand
Problem
Rethink
problems to create
new solutions
Create
Conceptualise
Document
Solution

54. Mobile Apps in the Development of Healthcare Technologies
Rethink? Like
brightfeet™?
Lighted slippers
that let you see
in the dark?

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Your choice…
Prolong the past
Or make change?

56. Mobile Apps in the Development of Healthcare Technologies
Some good advice
when going mobile…

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Understand users first!
Don’t invent great apps
for needs that don’t exist…

58. Mobile Apps in the Development of Healthcare Technologies
Great apps are context aware
How might e.g. location awareness,
user recognition deliver
better user value?

59. Mobile Apps in the Development of Healthcare Technologies
Get social or get left behind
Don’t underestimate the
power of social networks

60. Mobile Apps in the Development of Healthcare Technologies
Less crap in the app
Don’t jam in everything!
Remember, it’s the mobile context.
Be proud of the stuff you don’t jam in.

61. Mobile Apps in the Development of Healthcare Technologies
Workshop!

62. Mobile Apps in the Development of Healthcare Technologies
Remember…
‣
Think out of the box – share ideas, combine
them and accellerate each other!
‣ 1 conversation at a time
‣ Think, write, share – 1 idea per stickie
‣ Stuck? No ideas? Use Jim or me as a hot-line!
‣ By the way, we value by the amount of
stickies, not the amount of talk!
Get going!
See you in 50 minutes with full templates!

63. Mobile Apps in the Development of Healthcare Technologies
Oh, don’t be shy!
Remember, all
great ideas
are born small
and ugly:)

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Thanks for a great ‘quickshop’.
Want to talk? Grab us…
jim.dawton@designit.com +44 7843 216225 (London)
mikal.hallstrup@designit.com +45 2844 7120 (Copenhagen)