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In this presentation User Intelligence illustrates the immense complexity of the health care industry, making it a tough industry to design a successful product or service for. We recognize the shift of the industry, towards a more patient centered approach in the development of new products, processes and services. However, patient centrism seems to be sought after by copying a user centered approach from other industries. User Intelligence argues that this is too much simplified, and will leave out too many stakeholders, which in the end will negatively affect the result of a design project. The health care industry deserves an approach in which the complexity of the industry is respected and incorporated. An example of an approach adapted to the specific needs of the health care industry is illustrated by a project on the emotional well being of prostate cancer patients.
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Go See the Doctor: Designing for Healthcare
#MappingHealth @UI_com
The only thing…
think a little longer…
First,
Martje van der Linde Research Director at User Intelligence
We are an international consultancy, specializing in
! Research
! Design
! Strategy
Focus on publishing, telecom and health
t Netherlands Amsterdam Rotterdam
Norway Oslo
Sweden Stockholm
Finland Helsinki
t global
services
Many industries are straightforward
#MappingHealth @martjevdlinde
Healthcare is much more complex…
doctorpatient
insurergovernment
#MappingHealth @martjevdlinde
patient
eHealth efficient, effective, lower costs
improve perception and results Patient-centrism
#MappingHealth @martjevdlinde
Patient-centrism Can make us blind to the bigger picture
#MappingHealth @martjevdlinde
UNDERSTAND THE NETWORK
In context, stakeholders & relationships
#MappingHealth @martjevdlinde
The trick is to
Creating Meaningful Products &
Services
! Involve multiple Stakeholders
! Map the network and Key Insights
! Discover Network Insights
! Turn these into Network Solutions
#MappingHealth @martjevdlinde
Joris van Kruijssen Graduate intern at User Intelligence Delft University of Technology @vanKruijssen
Applying the Network Approach
My graduation project ‘Designing for the emotional well-being of prostate cancer patients’
Understand the network
#MappingHealth @martjevdlinde
Involve Stakeholders to Map their network and Key Insights
Semi-structured interviews
#MappingHealth @martjevdlinde
Patient
Partner
Insurer Nurse
Physician
Literature study
Developer
Involve Stakeholders to Map their network and Key Insights
#MappingHealth @martjevdlinde
Key insights
#MappingHealth @martjevdlinde
Patients
#MappingHealth @martjevdlinde
KEY INSIGHT
Emotionally disrupted by the diagnosis & difficulties in making sense
More empathy wanted of their physician
Worried to distress their family
Physicians
#MappingHealth @martjevdlinde
KEY INSIGHT
Medical approach; emotional issues are often not mentioned
Physicians face increasing demand on their time
Skeptical of new communication systems
Oncology nurses
#MappingHealth @martjevdlinde
KEY INSIGHT
Like to monitor the emotional well-being of the patient
Occasional moments to assess the patient’s emotional well-being
Insurers
Prevent the need of psychosocial support for patients
#MappingHealth @martjevdlinde
KEY INSIGHT
Network insights & solutions
#MappingHealth @martjevdlinde
#MappingHealth @martjevdlinde
Track, collect and learn from experiences, together.
#MappingHealth @martjevdlinde
Combine Key Insights into Network Insights
The Patient tries to make sense of his changed life situation
The Physician has limited time for an emotional care
The Insurer wants to prevent the need of psychosocial support
THE CHALLENGE
doctor
Reduce the patient’s emotional disruption
#MappingHealth @martjevdlinde
Turn Network Insights into Network Solutions
The Patient’s self-awareness and ability to make decisions increases
The Physician is dealing with a more self-aware patient
The Insurer decreases risk on costs for psychosocial support
A SOLUTION
doctor
A tool for patients to track & reflect on their experiences
@martjevdlinde
Turn Network Insights into Network Solutions
#MappingHealth
Turn Network Insights into Network Solutions
#MappingHealth @martjevdlinde
Combine Key Insights into Network Insights
The Patient wants more empathy & is worried to distress family
The Physician doesn’t often take emotional issues into account
The Nurse wants to monitor the patient’s emotional well-being
THE CHALLENGE
doctor
Empathy of care providers, distress of family
#MappingHealth @martjevdlinde
Combine Key Insights into Network Insights
The Patient is able to comfort family and update care provider(s)
The Physician is able to empathize with the patient
The Nurse can get regular insight in the patient’s emotional well-being
A SOLUTION
doctor
Support the patient to inform others about his experiences
Turn Network Insights into Network Solutions
WRAP UP
#MappingHealth @martjevdlinde
Concluding
Healthcare is complex…
doctorpatient
insurergovernment
care #MappingHealth @martjevdlinde
1
eHealth is only the means to an end
may leave out important stakeholders Patient-centrism
#MappingHealth @martjevdlinde
2
UNDERSTAND THE NETWORK
#MappingHealth @martjevdlinde
The trick is to
The network insights and solutions for multiple stakeholders
3
#MappingHealth @martjevdlinde
4 Creating
Meaningful Products &
Services
! Involve multiple Stakeholders. ! Map the network and
Key Insights.
! Discover Network Insights.
! Turn these into Network Solutions
IT’S NOT ABOUT THE METHOD
#MappingHealth @martjevdlinde
But in the end
I really don’t care how you do it….
5
Martje van der Linde Research Director
+31 (0) 10 737-0227 vanderlinde@userintelligence.com @martjevdlinde
Thank You!
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