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Design that Matters Director of Product Development, Elizabeth Johansen, presented a workshop for the NRG Energy Global Leadership Meeting April 11, 2013. The topic is how to use design thinking to implement sustainable innovation. The presentation introduces a set of strategic planning "wayfinding" tools and a set of tools for creativity. Audience members gained experience thinking visually, dreaming up big goals, and prototyping solutions. About NRG Energy NRG is at the forefront of changing how people think about and use energy. Whether as the largest solar power developer in the country or by giving customers the latest tools to better manage their energy use, NRG is a pioneer in developing smarter energy choices. Our diverse power generating facilities have a capacity of about 53,000 megawatts, capable of supporting almost 42 million homes. Our retail electricity providers — Reliant and Energy Plus — and thermal energy division serve nearly 3 million residential, business, commercial and industrial customers in 47 states. A Fortune 250 company, NRG supports clean energy resources and technologies critical to our transition to a sustainable, low carbon society. We built the nation's first privately-funded electric vehicle charging infrastructure and continue to create new, clean energy solutions for our customers.
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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
NRG leadeRship meetiNG11 apRil 2013
mEThOdS FOR REAChINg POSITIVE ImPACTelizabeth Johansen, director of product development
ImPLEmENTINg SuSTAINAbLE INNOVATIONS
FAIL EARLY TOSUCCEED SOONER
photo courtesy Drake Goodman, www.flickr.com© elizabeth johansen
THINK VISUALLY, DREAM BIG
photo courtesy Duncan Cumming, www.flickr.com© elizabeth johansen
© elizabeth johansen
SUSTAINABLE INNOVATIONSTARTS WITH A DREAM
© elizabeth johansen
DTM’S DREAMUSING DESIGN TO MAKE
LIFE BETTER FOR PEOPLE WITH FEW RESOURCES AND
OPPORTUNITIES
WHERE© elizabeth johansen
© elizabeth johansen
WHAT
© elizabeth johansen
HOW
© elizabeth johansen
INNOVATION IS EXPLORATION
THE DESTINATION: YOUR DREAM
© elizabeth johansen
WAYFINDING TOOLS
SET THE SIGHTS
CONNECT THE DOTS
SEND OUT THE SCOUTING PARTY
HAVE A DREAM
SKETCH THE MAP
© elizabeth johansen
CREATIVE TOOLS
VISUAL THINKING
INSPIRATION SYNTHESIS BRAINSTORMING PROTOTYPING
© elizabeth johansen
THE INNOVATION PROCESS
SET THE SIGHTS
CONNECT THE DOTS
SEND OUT THE SCOUTING PARTY
HAVE A DREAM
SKETCH THE MAP
VISUAL THINKING
INSPIRATION
SYNTHESISBRAINSTORMING
PROTOTYPING
© elizabeth johansen
THE INNOVATION PROCESS
SET THE SIGHTS
CONNECT THE DOTS
SEND OUT THE SCOUTING PARTY
HAVE A DREAM
SKETCH THE MAP
VISUAL THINKING
INSPIRATION
SYNTHESISBRAINSTORMING
PROTOTYPING
© elizabeth johansen
VISUAL THINKING1. DRAW YOUR NEIGHBOR (30 SEC)
© elizabeth johansen
DRAW YOUR DREAM1. DRAW YOUR NEIGHBOR 2. VISUALIZE A DAY OF LIFE IN YOUR IDEAL FUTURE (2 MIN)
+
© elizabeth johansen
1. DRAW YOUR NEIGHBOR2. VISUALIZE A DAY OF LIFE IN YOUR IDEAL FUTURE 3. DRAW YOUR DREAM (2 MIN)
?
DRAW YOUR DREAM +
© elizabeth johansen
1. DRAW YOUR NEIGHBOR2. VISUALIZE A DAY OF LIFE IN YOUR IDEAL FUTURE 3. DRAW YOUR DREAM4. SHARE YOUR DREAM WITH YOUR NEIGHBOR (1 MIN)
?
DRAW YOUR DREAM +
© elizabeth johansen
PROJECT FIREFLYnewborn phototherapy
OUR DREAM
© elizabeth johansen
From J. Maisels, “Phototherapy for Neonatal Jaundice,” NEJM 358;9, Feb08. Absorbance spectrum of bilirubin shown as white line.
© elizabeth johansen
ONE OF NINE ROOMSTREATING 150 INFANTS.
VIETNAM: NATIONAL OBGYN HOSPITAL
© elizabeth johansen
INSPIRATION
“WE USED TO USE A PRESSURECOOKER TO STERILIZE OUR EQUIPMENT, BUT IT BROKE. ALL WE HAVE TO USE NOW IS THIS TOASTER OVEN.”
-MIDWIFE IN DELIVERY ROOM
© elizabeth johansen
CAMBODIA: TONELBATY HEALTH CLINIC
INSPIRATION
A DUKE UNIVERSITY STUDY FOUND THAT 95% OF ALL DONATED INFANT CARE EQUIPMENT IS BROKEN WITHIN 5 YEARS.
© elizabeth johansen
NEPAL: KATHMANDU
INSPIRATION
“ALL OF THE INFANTSWERE JUST DISCHARGED YESTERDAY.”
- NURSEVIETNAM: MAI CHAU DISTRICT HOSPITAL
INSPIRATION
© elizabeth johansen
FABELLA IS ONE OF THE FEW (25%) PUBLIC HOSPITALS. THEY CURRENTLY HAVE 6 PHOTOTHERAPY DEVICES TO TREAT A NICU OF 115 INFANTS.
© elizabeth johansen
THE PHILIPPINES: FABELLA NATIONAL HOSPITAL
INSPIRATION
© elizabeth johansen
VIETNAM: HA NAM DISTRICT HOSPITAL
INSPIRATION
© elizabeth johansen
VIETNAM: HA NAM DISTRICT HOSPITAL
INSPIRATION
FABELLA HAS 4 WARDSFOR MOTHERS. DURING THIS VISIT, 1 WARD HAD 185 MOTHERS.
© elizabeth johansen
THE PHILIPPINES: FABELLA NATIONAL HOSPITAL
INSPIRATION
“WECOMPLETELY BANNED USE OF FORMULA IN OUR HOSPITAL. INSTEAD, WE ENCOURAGE ALL MOTHERS TO BREAST FEED AND USE KANGAROO CARE TO KEEP THEIR INFANTS WARM.”
-DOCTOR
THE PHILIPPINES: FABELLA NATIONAL HOSPITAL
INSPIRATION
© elizabeth johansen
THREE MOMS, THREEJAUNDICED INFANTS, SHARING ONE ROOM WITH AN UNUSED OVERHEAD PHOTOTHERAPY.
© elizabeth johansen
VIETNAM: PHU BINH HEALTH CENTER
INSPIRATION
© elizabeth johansen
SYNTHESIS
© elizabeth johansen
SYNTHESIS
© elizabeth johansen
© elizabeth johansen
THE INNOVATION PROCESS
SET THE SIGHTS
CONNECT THE DOTS
SEND OUT THE SCOUTING PARTY
HAVE A DREAM
SKETCH THE MAP
VISUAL THINKING
INSPIRATION
SYNTHESISBRAINSTORMING
PROTOTYPING
CREATIVE TOOLS
WAYFINDING TOOLS
Project Point of View:In order to reduce the volume of otherwise-healthy
newborns referred to overloaded national-level hospitals, rural district hospitals in Vietnam and Southeast Asia
- NEED -
a trusted, safe, ROBUST tool to provide newborns with blue light therapy in the mothers’ room
© elizabeth johansen
SET THE SIGHTS
© elizabeth johansen
SKETCH THE MAP
TITLE
© elizabeth johansen© elizabeth johansen
SKETCH THE MAP
© elizabeth johansen
CONNECT THE DOTS
TITLE
© elizabeth johansen© elizabeth johansen
CONNECT THE DOTS
© elizabeth johansen
THE INNOVATION PROCESS
SET THE SIGHTS
CONNECT THE DOTS
SEND OUT THE SCOUTING PARTY
HAVE A DREAM
SKETCH THE MAP
VISUAL THINKING
INSPIRATION
SYNTHESISBRAINSTORMING
PROTOTYPING
CREATIVE TOOLS
WAYFINDING TOOLS
© elizabeth johansen
SEND OUT THE SCOUTS
© elizabeth johansen
PROTOTYPE -
1. A WAY OF TRYING SOMETHING OUT QUICKLY AND CHEAPLY.
2. ANY ASSET YOU CREATE TO HELP TEST CRITICAL PROGRAM ASSUMPTIONS.
Prototyping: It’s Not Just for Products
SEND OUT THE SCOUTS +
© elizabeth johansen
WHAT IS A PROTOTYPE?A TOOL FOR LEARNING AND COMMUNICATION
© elizabeth johansen
WHAT IS A PROTOTYPE?A TOOL FOR LEARNING AND COMMUNICATION
© elizabeth johansen
WHAT IS A PROTOTYPE?A TOOL FOR GETTING RICH FEEDBACK AND ALIGNMENTA TOOL FOR GETTING RICH FEEDBACK AND ALIGNMENT
© elizabeth johansen
WHAT IS A PROTOTYPE?A TOOL FOR GETTING RICH FEEDBACK AND ALIGNMENT
© elizabeth johansen
WHAT IS A PROTOTYPE?A TOOL FOR THINKING THROUGH AND LEARNING
© elizabeth johansen
WHAT IS A PROTOTYPE?A TOOL FOR MAKING COMPARISONS
© elizabeth johansen
HOW TO PROTOTYPEBREAK THE PROBLEM INTO PIECES
HOW TO PROTOTYPEBREAK THE PROBLEM INTO PIECES
LOOKS-LIKE
© elizabeth johansen
WORKS-LIKE FEELS-LIKE
HOW TO PROTOTYPETHINK THROUGH ALL THE STEPS
© elizabeth johansen
HOW TO PROTOTYPETHINK THROUGH ALL THE STEPS
© elizabeth johansen
© elizabeth johansen
HOW TO PROTOTYPEQUICK AND DIRTY
© elizabeth johansen
HOW TO PROTOTYPEQUICK AND DIRTY
© elizabeth johansen
HOW TO PROTOTYPEUSE ROLE-PLAYING
© elizabeth johansen
HOW TO PROTOTYPEUSE ROLE-PLAYING
© elizabeth johansen
HOW TO PROTOTYPEITERATE, ITERATE, ITERATE
© elizabeth johansen
HOW TO PROTOTYPEITERATE, ITERATE, ITERATE
© elizabeth johansen
1. READ YOUR CHALLENGE2. MAKE A 1-MIN SKIT (A ROLE-PLAYING PROTOTYPE!) OF HOW
YOU WOULD TEST YOUR ASSUMPTION (10 MIN)3. SHARE
CHALLENGE 2PHASE: DETAILED DESIGN
SEND OUT THE SCOUTS +
CHALLENGE 3PHASE: IMPLEMENTATION
CHALLENGE 1 PHASE: CONCEPT DEVELOPMENT
© elizabeth johansen
1. READ YOUR CHALLENGE2. MAKE A 1-MIN SKIT (A ROLE-PLAYING PROTOTYPE!) OF HOW
YOU WOULD TEST YOUR ASSUMPTION3. SHARE WITH YOUR NEIGHBOR (1 MIN EACH SKIT)
SEND OUT THE SCOUTS +
CHALLENGE 2PHASE: DETAILED DESIGN
CHALLENGE 3PHASE: IMPLEMENTATION
CHALLENGE 1 PHASE: CONCEPT DEVELOPMENT
CHALLENGE #1
SEND OUT THE SCOUTS +
© elizabeth johansen
© elizabeth johansen
CHALLENGE #1
SEND OUT THE SCOUTS +
© elizabeth johansen
CHALLENGE #1
SEND OUT THE SCOUTS +
TITLE
© elizabeth johansen© elizabeth johansen
SEND OUT THE SCOUTS +CHALLENGE #1
© elizabeth johansen© elizabeth johansen
CHALLENGE #1
SEND OUT THE SCOUTS +
© elizabeth johansen
CHALLENGE #2
SEND OUT THE SCOUTS +
© elizabeth johansen
CHALLENGE #2
SEND OUT THE SCOUTS +
SEND OUT THE SCOUTS +CHALLENGE #2
© elizabeth johansen
CHALLENGE #3
SEND OUT THE SCOUTS +
© elizabeth johansen
CHALLENGE #3
SEND OUT THE SCOUTS +
© elizabeth johansen
FIREFLY
MTTS OVERHEAD
HOSPITAL-MADE TOP & BOTTOM PHOTOTHERAPY
MTTS BILIBED
CHALLENGE #3
SEND OUT THE SCOUTS +
© elizabeth johansen
108INFANTS TREATED TO DATE*
*513 treatment days
December 8, 2011 through January 6, 2012&
April 26, 2012 through February 1, 2013
© elizabeth johansen
AND
2FIREFLY CLINICAL DEVICES
*out of three clinical Firefly units total manufactured in December 2011
© elizabeth johansen
2NATIONAL HOSPITALS
1DISTRICT HOSPITAL
© elizabeth johansen
>1/3REDUCTION IN TREATMENT TIME*
* During 17 infant treatments during December 2011 Clinical Evalat National OBGYN Hospital in Hanoi, Vietnam
© elizabeth johansen
*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+
© elizabeth johansen
© elizabeth johansen
THE INNOVATION PROCESS
SET THE SIGHTS
CONNECT THE DOTS
SEND OUT THE SCOUTING PARTY
HAVE A DREAM
SKETCH THE MAP
VISUAL THINKING
INSPIRATION
SYNTHESISBRAINSTORMING
PROTOTYPING
CREATIVE TOOLS
WAYFINDING TOOLS
© elizabeth johansen
THE INNOVATION PROCESS
SET THE SIGHTS
CONNECT THE DOTS
SEND OUT THE SCOUTING PARTY
HAVE A DREAM
SKETCH THE MAP
VISUAL THINKING
INSPIRATION
SYNTHESISBRAINSTORMING
PROTOTYPING
CREATIVE TOOLS
WAYFINDING TOOLS
© elizabeth johansen
++
THINK VISUALLY, DREAM BIG
FAIL EARLY TOSUCCEED SOONER
© elizabeth johansenphoto courtesy Drake Goodman, www.flickr.com
photo courtesy Duncan Cumming, www.flickr.com
OVERHEAD PHOTOTHERAPY FIREFLY PHOTOTHERAPY
THANK YOU!
© elizabeth johansen
During field research, you found that phototherapy was often ineffective in rural hospitals because staff with little training use classic overhead phototherapy incorrectly, leading newborns to be transferred to higher level hospitals and receive life-threatening exchange blood transfusions. Specifically, the problems are: • the light bulbs become too dim to be effective• the distance from light to infant is too far or too close • low power setting is always used to conserve energy You have just created a “looks-like” prototype of a top and bottom lighting device to take to Vietnam (left). The final device will use high-power LEDs that last 5 years.
Create a skit (a role-playing prototype!) demonstrating an activity to do with doctors, nurses, and parents that will cheaply test whether the device is hard to use wrong for users with little training. Think specifically about: power setting, top light height, and warning when the lights bulbs become too dim.
ChALLENgE #1 +PhASE: CONCEPT dEVELOPmENT FIREFLy IS ThE ONLy PhOTOThERAPy TOOL ThAT CAN gO INTO dISTRICT/PRImARy hOSPITALS
ChALLENgE #2• At the end of a successful trip to Vietnam with your
“looks-like” phototherapy prototype, you are now beginning the detailed engineering design phase.
• The design must be completed in 3 months to ensure it is ready for clinical evaluation this year.
• You have recruited six engineers representing four companies to complete the detailed engineering design: two mechanical, two electrical, one optical, one thermal.
• All four companies have agreed to give DtM a major price break since it’s for a good cause.
Create a skit (a role-playing prototype!) demonstrating an activity you could do at the kick-off meeting to assess the engineering team’s ability to work well together.
+PhASE: dETAILEd dESIgNENgINEERINg CONTRACTORS wILL COLLAbORATE EFFICIENTLy
A manufacturing analysis and a one-month clinical evaluation of your fully-functional phototherapy found:• The device’s double-sided lighting reduces treatment
time by more than 1/3 compared to typical mono-direction devices, treating 1.5x as many infants.
• Typical overhead devices are often used incorrectly, decreasing effectiveness. Issues include setting the height of the light incorrectly and placing multiple infants under one light source risking cross-infection.
• Estimated manufacturing costs put the device price slightly higher than bare-bones overheads, but still less than all other alternatives.
You have seen at least 20 different brands in use in the field, with at least five configurations. You are about to visit purchasing stakeholders in Southeast Asia.
Create a skit (a role-playing prototype!) demonstrating an activity that would allow you to gauge price sensitivity among the various purchasing stakeholders.
PhASE: ImPLEmENTATIONFIREFLy PuRChASINg STAkEhOLdERS CARE NOT juST AbOuT COST, buT COST-EFFECTIVENESS
ChALLENgE #3 +
LEFT TO RIghT, TOP TO bOTTOm: FIREFLy, mTTS OVERhEAd, mTTS bILIbEd, Pgh hOSPITAL-mAdE dEVICE