Cornell Health, Hospitality, and Design Symposium 2016

coordinating service delivery:how to apply design thinking

welcome!

Adam GriffDirector, brightspot strategyadam@brightspotstrategy.com

Agenda01 rethinking services: connections between healthcare and hospitality02 healthcare staff as service designers03 process, methods, and tools 04 wrap up

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my experience

6brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016

brightspot designs engaging experiences.

Experiences that use learning to connect people to a purpose, a brand, information, and each other.

We partner with leading corporations, universities, and cultural institutions to increase the engagement of their employees, customers, students, and audiences.

about brightspot

engagement

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CulturalUT Austin Alumni Center Fortune 25 Financial Services Company Smithsonian Institution

hospitalityExperiences focused on personal and organizational learning.

CorporateHigher Education

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healthcareEncouraging engagement, innovation, and health through the workplace experience

Planned Parenthood Fortune 25 Healthcare Company

How are healthcare and hospitality experiences connected?

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Hall Porters, Ritz Carlton, London,

Hospitality approach to servicesMeeting every need so guest can focus on the experience, not the logistics

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Healthcare’s free labor poolMinimally Disruptive Medicine: Carl May, Victor Montori, & Frances Mair

Jodi Valera, Advances in Clinical Medicine, August 18, 2014

“What I didn't understand was the burden patients face in managing the health care system: a massive web of doctors, insurers, pharmacies, and other silo-ed actors that seem intent on not talking with one another. That unenviable task gets left to the patient, the secret glue that holds the system together.

For me, this feels like a part-time job where the pay is lousy, the hours inconvenient, and the stakes incredibly high” – Sarah Kliff, Vox: June 1st, 2016

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The Partnership for Solutions, 2004. Chronic conditions making the case for ongoing care.

Caregiver as conciergeManaging healthcare isn’t limited to the patient

Caregivers spend 13 hours per month research care services or information on disease, coordinating care, and/or managing financial matters.

Of the family caregivers who provide complex chronic care, 46% perform medical and nursing tasks

Healthcare experience should enable focus on healing and emotional well-being

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Atlantis, Bahamas

Hospitality approach to spaceSingular, distinctive, creating another world

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Outside the hospital’sfour walls

On-demand Mobile &Internet-of-Things

Sloan Kettering Infusion Center, Brooklyn Minute Clinic Zephyr Anywhere Biofeedback

Distributed places of careDecentralized and integrated into daily life of patients and their caregivers

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Designing a systemExperience design isn’t limited to a single event or a single place

occurs over time

interaction of multiple actors

creating long term value (not single exchange goods or services)

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Cost

Complex problem, limited resources

Context

Capabilities

How will you design and deliver great service efficiently and effectively?

staff participate in the design of their work

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User research that leads to design insights, keeping promises at all touchpoints, and encouraging ongoing dialogue.

from the outside in

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Engage and empower employees in service and organizational planning to improve experiences and ensure activities are sustainable in the long term.

from the inside out

thinking and working as a designer

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PROTOTYPE

RESEARCH

participatory design

CO-CREATION

SYNTHESIS

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four stages of design process

understanding

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big data and thick data Understanding behavior patterns and emotional meaning

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stakeholder mapping

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experience modelsExperience models, created by synthesizing research data, can help to identify key moments in experiences as well as opportunities to better support them.

discovering

focusingshowcasing

creating growing

discovering discovering

focusing focusingshowcasing showcasing

creating creatinggrowing growing

visioning

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scenario planning

A comfortable and casual place where the alumni and Texas Exes members can meet and socialize. A flexible workspace for Texas Exes staff to use dynamically to support their work.

An intimate environment for alumni and Texas Exes members to have dedicated spaces for events and formal programs. Distinction between internal (work) and external (event) spaces.

A comfortable and casual place that draws in the larger community to a dynamic location that enables informal interaction and collaboration. Flexible work environment for Texas Exes staff.

A landmark space that draws in the larger community for events and formal programs. Distinction between internal (work) and external (event) spaces.

Living Room

INFORMAL

INW

ARD

LO

OKI

NG

OU

TWAR

D FA

CIN

G

FORMAL

Private Club

Community Center

Cultural Venue

Understanding key drivers of change to set a future vision that is resilient and adaptable

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discoveryResearching different models and industries for translation and hybridization

planning

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user personas Smithsonian Institution

To think through the lens of users, we often create personas and describe their motivations, behaviors, and expectations.

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user experience mapsUser experience maps tie together activities, spaces, services, people, and resources. They can be used to analyze current experiences, envision ideal experiences, and help create and test design at each interaction.

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service blueprint

Walgreens

Show how a service will be delivered including physical evidence, staff actions, and infrastructure to deliver service across different channels

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service pointsDesigning the experience and operations of places where users and services interact

Walgreens

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service points

Walgreens

implementing

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prototypingTruly capture operational requirements and build staff engagement and commitment

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Leverage varying degrees of fidelity to test new ides

ExperienceMapping

Tangible Ideas

ReadThrough

Service Scripts

WalkThroughLow-Fi

Mock-Up

DressRehearsal

Staff Actors

PilotReal Users

increasing fidelity

pilot types

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roadmapStrategically plan pilots to be efficient about resources and clear about you want to learn

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change managementIntegrate change management into design and planning through a participatory process.

Change Management

Design Design Change Management

Participatory Design

takeaways

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The patient’s work is healing, not healthcare.

Design services systematically to enable that work, over time and across environments.

The key designer in your organization is your organization.

Designing the healthcare experience