tufts symposium speaker - breaking cultural barriers: design with empathy
DESCRIPTION
On April 21, 2013, Design that Matters Designer William Harris and Director of Product Development Elizabeth Johansen presented at the Tufts Institute for Global Leadership Symposium. Designer William Harris provided six tips to bridge the cultural divide when designing medical device for developing countries. 1. Find a Local Partner 2. Identify the Problem 3. Embrace The Culture 4. Watch and Learn 5. Synthesize Your Research 6. Engage Your Users About Tufts Institute for Global Leadership The Institute for Global Leadership at Tufts University is an incubator of innovative ways to educate learners at all levels to understand and engage with difficult global issues. We develop new generations of effective and ethical leaders who are able and driven to comprehend complexity, reflect cultural and political nuance, and engage as responsible global citizens in anticipating and confronting the world's most pressing problems. Credits: William Harris, graphic design, Designer, Design that MattersTRANSCRIPT
design that mattersI N N O V A T I O N F O R S O C I A L E N T E R P R I S E
TUFTS UNIVERSITY
APRIL 21, 2013
DESIGN THAT MATTERSBREAKING CULTURAL BARRIERS: Design with Empathy
WHAT WE DO
WHO WE WORK WITH
HOW WE DESIGN
PROJECT FIREFLY A CASE STUDY
OUR PROCESSFind a Local PartnerIdentify the ProblemEmbrace The CultureWatch and LearnSynthesize Your ResearchEngage Your Users
FIND A LOCAL PARTNER
FIND A LOCAL PARTNERlocal partners allow you to quickly become immersed in the local culture, and under-stand bureaucratic hurdles faced in your
future work
IDENTIFY THE PROBLEM
Hyperbilirubinemia:
• Increasedlevelsofbilirubinintheblood
• Associatedwithjaundice(yellowishskindiscoloration),poorfeeding,infantlethargy
• “Bilirubinispotentiallytoxictothecentralnervoussystem.Sufficientlyelevatedlevelsofbilirubincanleadto[...]devastating,permanentneurodevelopmentalhandicaps.”
From J. Maisels, “Phototherapy for Neonatal Jaundice,” NEJM 358;9, Feb08. Absorbance spectrum of biliru-bin shown as white line.
EMBRACE THE CULTURE
EMBRACE THE CULTURE
spend time with your partner organization and let them educate you about the local
lifestyle and habits.
don’t reinvent the wheel, trust your local partners experience & knowledge
WATCH AND LEARN
WATCH AND LEARNuse the two different methods of
understanding through field research, starting with observational, and moving into
getting more direct feedback.
compare what users say versus what they actually do
WATCH AND LEARNobservational research
WATCH AND LEARNobservational research
be a fly on the wall
document as much as possible (i.e. pictures, video, ect.)
watch how people interact with different objects in different situations
WATCH AND LEARNdirect research
WATCH AND LEARNdirect research
bring multi cultural interview tools (i.e. photos, multi language flash cards)
review your earlier observations and ask pointed questions based upon what you saw
WATCH AND LEARNdirect research
WATCH AND LEARNobservational vs. direct research
WATCH AND LEARNobservational vs. direct research
compare what users say versus what they actually do
“We clean the bassinet everyday”
SYNTHESIZE YOUR RESEARCH
SYNTHESIZE YOUR RESEARCH
create post-it frameworks to better organize your research
create a “point of view” statement to describe what problems you aim to solve, as well as which problems you will not address
ENGAGE YOUR USERS
ENGAGE YOUR USERScreate drawings and renderings of concepts to
show your users
bring “create your dream device” worksheets
ask your users what is most important and least important aspects in the product or service
if possible bring full size “looks like” prototypes
BIGGEST INSIGHTSPROJECTFIREFLY
AESTHETICINSIGHT
HARD TO USE WRONGINSIGHT
RECOMMENDED USE ACTUAL USE
“Fireflyisveryeasytousebecauseyoudon’thavetoadjusttheheight,anyonecanuseit--nurses,mothersandmidwives.”
Dr. Ngo Min Chuong, Director,NamDihnObstetricHospital
OVERHEAD PHOTOTHERAPY FIREFLY PHOTOTHERAPY
DURABLEINSIGHT
“WetrustFirefly!Thereisnoneedtoworry!”
Dr. Nguyen Thanh Ha, NICUDirector,NationalOBGYNHospital,Dayoneofclinicaltrial
“ThestaffwasverycuriousaboutFireflywhenwearrived.AfterIthrewthebassinetontheflooranditdidn’tbreak,theyaskedtouseitrightaway.”
Will Harris, DesignthatMatters
CLINICAL TRIAL RESULTSPROJECTFIREFLY
AND
2FIREFLY BETA PROTOTYPES
*out of three beta Firefly units total manufactured in December 2011
2REFERRAL HOSPITALS
1DISTRICT HOSPITAL
108INFANTS TREATED TO DATE*
*December 8, 2011 through January 6, 2012&
April 26, 2012 through January 20, 2013
40%REDUCTION IN TREATMENT TIME*
* During 17 infant treatments during December 2011 Clinical Evalat National OBGYN Hospital in Hanoi, Vietnam
*an expensive, high-risk treatment of last resort for patients with severe jaundice, where all the newborn’s
blood is removed and replaced by donor blood
EXCHANGE TRANSFUSIONS* AVERTED BY FIREFLY
15+
“This is verysuitable forVietnambecauseof thepsychologyofVietnamese mothers--they want their baby beside them. Itmakesforafriendlyhospitalenvironment.”
Dr. Bui Van Chan, ViceDirector,HaiDuongPediatricHospital
“I likeFireflybecauseIcanlaynext tomybaby,andalwaysbewithhim.BeforeIwasn’tabletobewithmybaby,andworriedifhewasOK.”
Nguyen Thu Tuyet, Mother,DaNangHospitalforWomen&Children
THANK YOU!