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coordinating service delivery:how to apply design thinking
welcome!
Adam GriffDirector, brightspot [email protected]
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
7brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
CulturalUT Austin Alumni Center Fortune 25 Financial Services Company Smithsonian Institution
hospitalityExperiences focused on personal and organizational learning.
CorporateHigher Education
8brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
healthcareEncouraging engagement, innovation, and health through the workplace experience
Planned Parenthood Fortune 25 Healthcare Company
How are healthcare and hospitality experiences connected?
10brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
Hall Porters, Ritz Carlton, London,
Hospitality approach to servicesMeeting every need so guest can focus on the experience, not the logistics
11brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
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
12brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
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
14brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
Atlantis, Bahamas
Hospitality approach to spaceSingular, distinctive, creating another world
15brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
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
16brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
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)
17brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
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
19brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
User research that leads to design insights, keeping promises at all touchpoints, and encouraging ongoing dialogue.
from the outside in
20brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
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
22brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
PROTOTYPE
RESEARCH
participatory design
CO-CREATION
SYNTHESIS
23brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
four stages of design process
understanding
25brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
big data and thick data Understanding behavior patterns and emotional meaning
26brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
stakeholder mapping
27brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
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
29brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
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
30brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
discoveryResearching different models and industries for translation and hybridization
planning
32brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
user personas Smithsonian Institution
To think through the lens of users, we often create personas and describe their motivations, behaviors, and expectations.
33brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
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.
34brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
service blueprint
Walgreens
Show how a service will be delivered including physical evidence, staff actions, and infrastructure to deliver service across different channels
35brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
service pointsDesigning the experience and operations of places where users and services interact
Walgreens
36brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
service points
Walgreens
implementing
38brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
prototypingTruly capture operational requirements and build staff engagement and commitment
39brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
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
40brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
roadmapStrategically plan pilots to be efficient about resources and clear about you want to learn
41brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
change managementIntegrate change management into design and planning through a participatory process.
Change Management
Design Design Change Management
Participatory Design
takeaways
43brightspot | Institute for Healthy Futures Cornell Health, Hospitality, and Design Symposium 2016
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