patient-centric methodology:tools and techniques to advocate for patient needs
TRANSCRIPT
Design for PeopleMad*Pow is a design agency that improves the
experiences people have with technology, organizations and each other.
Patient-Centric MethodologyTools and Techniques To Advocate for Patient
Needs
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Experience Design
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Design for People
• Becoming a “people” centric organization, putting the customer first.
• Solving for multiple channels, creating a holistic customer experience.
• Guiding future products, services and solutions to resonate with customer understanding, desires and expectations.
• Communicate and motivate ideal or improved solutions.
We did a good job eliminating visits to the travel agent, but…
… we need a methodology that looks at the customer’s experience of the service from beginning to end.
Quantitative vs. Qualitative Research
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QUANTITATIVE RESEARCH
• Surveys, transaction logs & c.
• People’s behavior can be tracked and turned into numbers
• Numbers can be analyzed
QUALITATIVE RESEARCH
• Stakeholder & customer interviews
• Ethnography & contextual inquiry
• Passive observation
• Emulated audience (secret shopping)
Design for People
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Discovery
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Field Observation User Interviews
MD: “Such a large number of things that need to be accomplished during a visit, that it approaches the undoable.”
Nurse: “My biggest problem is patients’ financial constraint in being able to afford their medications.”
Patient: “Now there’s the sick me and the well me and nobody knows the real me.”
(Medical Example) (Retail Example)
Design for People
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Service Ecosystem
Design for People Service Ecosystem
Design for People
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USE CASES, TASK FLOWS & SCENARIOS
JOURNEYMAPPING WORKSHOPWhere did they park?Why here and not a
competitor?
What drink were they in the mood for?
Did they find the staff friendly?
How was the final product?
Personas: The cause of and solution to all of life’s problems
Personas: The cause of and solution to all of life’s problems
Personas
Personas are not real people, but they are based on the behaviors and motivations of real people we have observed in context with (a particular design challenge). They are composite archetypes based on behavioral data gathered from actual users encountered in ethnographic interviews. They describe patterns of behaviors, needs, goals, expectations, senses, knowledge, etc. of the people who will interact with a creation.
They are the characters in our stories
Common components of personas: Name Photo Identifying demographics Connections
Personas: The cause of and solution to all of life’s problems
Common components of personas: Behaviors that related to the design challenge at hand A name Photo or visual resemblance (that does not
infer a demographic) Relevant behavior stats (related to the design
challenge) Emotions or emotional state Challenges Goals Connections and associations with other
personas
Personas: The cause of and solution to all of life’s problems
NOW WHAT?
Personas: The cause of and solution to all of life’s problems
Persona Concerns
“I don’t want or need any more wall art, I need things that will lead to informed change, not just a pretty picture I can point to that proves we spent a lot of time and money.
“No one showed me what to do with these, I’m not sure what is next”
“I’m not sure we did this correctly the last time…”
PERSONA CREATION: A GUIDE FOR CREATION AND USE
Personas: The cause of and solution to all of life’s problems
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1. Behavior over demographics
Personas: The cause of and solution to all of life’s problems
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2. One size does not fit all
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Thinking
Goals
Hearing Seeing
Feeling
Challenges
COLONOSCOPY
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Personas: The cause of and solution to all of life’s problems
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3. Avoid ambiguous details
Personas: The cause of and solution to all of life’s problems
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4. Win at the game of telephone (someone will need to translate these, be concise!)“Empathy” “CAKE!”
Personas: The cause of and solution to all of life’s problems
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5. Qualitative personas need qualitative researchThe point of qualitative research is not to quantitatively collect qualitative data.
It is to build empathy and understanding what it feels like to go through an experience.
customer interviewsethnography & contextual inquiryqualitative surveyscustomer support/complaint logsweb analyticssocial media listeningpassive observationanalogues experiencesexperiential auditsprocedural reviewoperations auditemulated audience (secret shopping)
PERSONAS
Personas: The cause of and solution to all of life’s problems
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6. The number of personas should be based on the discovered variables of a given problem, situation or ecosystem.
Persona Vs. Archetype
PERSONAS
Mike is an on the go businessman who has to be very organized with his time in order to fit everything into his very busy work days. Mke is always on his smart phone, using it for meetings, sending email, and adjusting his schedule.
Users who are confortable and proficient using mobile technology for day to day activities.
7. Choose when not to use a persona
Personas: The cause of and solution to all of life’s problems
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8. Never embed a design-scenario in a persona!
Personas: The cause of and solution to all of life’s problems
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Personas: The cause of and solution to all of life’s problems
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Personas: The cause of and solution to all of life’s problems
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Multiple Persona Mapping
Personas: The cause of and solution to all of life’s problems
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Personas: The cause of and solution to all of life’s problems
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THANK YOU
Paul KahnExperience Design Director, Mad*Pow
• Email: [email protected]
• LinkedIn: www.linkedin.com/in/paulkahn
• Twitter: @pauldavidkahn