Master in Service and Experience Design 2011Fourth Workshop: Design Differences - When Services Become TangibleProject Leaders: Mario Trimarchi, Elena Pacenti Assistants: Nicole NeubergerProject Title: An Apple A Day Team Members: Xing Huang, Dilara Durak, Francesco Sardu, John Welch

Topics

Contents Page

Project Context 3Our Analysis 4The Problem/The Opportunity 5Our Proposal 6The Service Offering 7The Service - A Scenario 10Concept Assessment 18Benefits 19References 20Proposed Future Development 21Next Steps 22

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Project Context

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FRAMEWORKThe definition of a coherent brand strate-gy is crucial for any service company. The workshop focuses on the understanding of the essence of a Service Identity and the translation of such an identity into all the aspects that contribute to the creation of a coherent experience for users.

The values of the service become the drivers for design-ing its communication strategies, its visual and tangible elements, its interaction modalities as well as the overall experience.

Working on service identity means identifying the core values of the service and creating a consistent briefing for all the aspects of the service experience (personnel scripts, media and communication, signs, information, corporate identity).Major challenges when creating and developing a service identity are:

How to create a service identity through tangible and intangible elements?How to translate abstract values into concrete service experiences?How to ensure consistency across different phases and touch-points of the service experience?

CONTEXTWelfare Italia“Cure with careWe are taking care of you and your loved ones, with a complete healthcare service offering at high quality and affordable cost.”

WELFARE ITALIA is a network of medical centres offering a wide range of medical and dental care services (multi-specialist medical clinics) covering 70% of the specialties required in Italy (also including services in the areas of rehabilitation and psychotherapy). It is a private company founded by social enterprises, which then combines social solidarity with business and market logics. Welfare Italia seeks to open 135 centres by 2015, with national cover-age. The project is based on a franchising model.

The identity of the centres is based on a concept of “Cure with care” and the core idea is providing reliable services, offering quality at affordable cost, and, above all, adopt-ing a patient-centred approach. While often associated to other entities, both public and private, that offer low cost healthcare (both general health care centres and dental studios) the centres of Welfare Italia aim at providing high quality medical services and to become a reference point at a local base (urban areas, quarters, zones).

The layout of the centres and the communication cam-paigns have been designed for expressing the idea of “Cure with care”: they have a recognisable layout and vi-sual codes. They are visible and accessible from the street and all the visual evidences have the corporate image.

design differences

Master in service and experience design 2011 - 2012

February • 7th • 2012

MariO triMarchi, FragiLe

nicOLe neUBerger

Project Leaders

Assistant

eLena pacenti, Msd directOr4th workshop: service identity and prototypingLaunch

when service identity becomes tangible

understanding of the essence of a service identity and the translation of such an identity into all the aspects that contribute to the creation of a coherent experience for users.

a network of medical centres offering a wide range of medical and dental care services.

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Our Analysis

Should patients call this person?

Typical Prescription Form Technical Language, No Guidance

Post-Visit Support and Guidance is Lacking The patient is left with little recorded information about how they should proceed after the visit. The information is presented in a technical language.

Forms Are Not Meant for Patients Prescription forms are difficult to read for patients and are designed for pharmacists.

Patients Are Unsure About Who to Contact The doctor’s time is limited, so patients may be unsure about the propriety of contacting the doctor.

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The ProblemThe Problem

The personal relationship ends after the visit.

The OpportunityThe Opportunity

Maintain the personal relationship with the patient and help support their recovery.

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Our Proposal

Provide a personalized recovery service and a patient steward to guide the patient after the visit.

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Personal Recovery Plan

Reminders

Suggestions (Tips, Groups)

Urgent Aid Phone Service

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The Service Offering

Giacomo

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A New Relationship

Actors

DoCtor

A New Relationship

PAtiENt

StEWArD

Giacomo

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The Steward

Provides further explanation of diagnosisExplains the Apple a Day serviceIs available for questions after the visitIs a point of contact for patients after their visit

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StEWArD

Giacomo

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The Service

Meet GiovanniGiovanni is a 29-year-old man who has an appointment at Welfare Italia to see a dermatologist. He has a toenail fungus.

A Scenario

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The Service

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After the visit, the doctor accompanies Giovanni to the steward’s office.

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The doctor introduces the steward to Giovanni and describes his condition.

A Scenario

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The Service

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The steward describes the service to Giovanni by explaining his personalized Apple a Day kit, she also answers his questions.

A Scenario

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I have a surprise

for you... an apple a day

to keep the doctor away.

Dear Giovanni,Dear Giovanni,

Your Steward,

Giacomo Rossi

Your personal recovery plan is on the

back of this paper.

If you would like more support, we offer:

Reminders for medicines, appointments

Suggestions for diet, exercise, and more

To sign up

Visit www.appleaday.it and use the code

Giovanni M to personalize your plan. Or

call me at 338 387 5933 and I’ll set you up,

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Apple a Day kit

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The Service

Cover

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I have a surprise for you... an apple a day to keep the doctor away.

Dear Giovanni,Dear Giovanni,

Your Steward,

Giacomo Rossi

Your personal recovery plan is on the back of this paper.

If you would like more support, we offer:

Reminders for medicines, appointmentsSuggestions for diet, exercise, and more

To sign upVisit www.appleaday.it and use the code Giovanni M to personalize your plan. Or call me at 338 387 5933 and I’ll set you up,

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A Scenario

Our care doesn’t end with the visit... our free service can help you.

Dear Giovanni,Dear Giovanni,

This service includes:

Personal Recovery Plan in this kitReminders for medicines, appointmentsSuggestions for diet, exercise, and more

To sign upVisit www.appleaday.it and use the codeGiovanni M to personalize your plan. Or

call me and I’ll set you up.

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phone33 83 87 59 33emailxing.h@welfareitalia.eu

Xing H.

Introduction

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The Service

Your Diagnosis: Toenail Fungus

Giovanni’s Recovery PlanGiovanni’s Recovery Plan

Your Medicine: Lamisil

DOWash your toe oftenClean nail clippers after each use

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DON’TWet toes in socksWalk barefoot in public places

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1 pill/day

at night

with food

weeks12

For more information on Toenail Fungus visit:www.appleaday.it/toenailfungus

A Scenario

question?______________________________________________________________________

answer ________________________________________________________________________________________________________________________________________________________

question?______________________________________________________________________

answer ________________________________________________________________________________________________________________________________________________________

notes __________________________________________________________________________________________________________________________________________________________________________________________________

Questions & NotesQuestions & NotesPersonalized recovery plan

Question prompts and note space

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The Service

RemindersRemindersFor pills, appointmentsyou can choose:

SMS, email, phoneTime of dayHow many days

Call your steward to join, or learn more at:appleaday.it/remind

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SuggestionsSuggestions

NEW SMS

Hi Giovanni.Remember to take your anti-fungal pills today at noon. -Giacomo

Dear Giovanni,

Giacomo

events

News and Tipsyou can learn about:

ExerciseDietLocal Events

Call your steward to join, or learn more at:appleaday.it/suggest

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A Scenario

Explanation of service features, calls to action

Dear Giovanni,Because of your interest in running, we suggest spending a special Sunday at the Milan City Marathon.

when

Sunday, February 26th 9:30 AM where

Parco Sempione, Arch of Peace sign up

www.milanomarathon.it

Your Steward,

Xing

events

Suggested local event email notice

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The Service A Scenario

Front Cover

date _________________________

condition ________________________________________________________________________________________________________________________________________________ ________________________________________________________________________

Pages for recording health events, symptoms

Health Diary

An easy-to-carry notebook to help patients remember their specific medical conditions. Useful in sharing with a doctor.

Back Cover

date _________________________

condition ________________________________________________________________________________________________________________________________________________ ________________________________________________________________________

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The Service

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Long after Giovanni has been cured, he still finds the Apple a Day suggestions service useful.

Giovanni reads an email from Welfare Italia featuring an event he may be interested in.

Now that his toenail fungus is cured, thanks to the recovery plan, he can sign up for his very first marathon!

A Scenario

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Concept Assessment

The reminder can be an important service, especially for people like old and solitary patients...”Welfare Italia nurse

testing the Concept with Staff

Testing validated many of the core concepts of the Apple a Day service.

Quotes

“It should be possible to avoid redundancy, and the patient can immediately have a clear situation, without having to call again to ask basic information.”

“With clear information from the beginning, the doctor and patient can save time. Also, the steward can be an important contact point every time...”

“The steward can make sense of the medical report to make suggestions in an informal way... providing care and a warm feeling.”

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Benefits

For Patients

Better and faster recovery - behavior guide (type, timing, correctness) - understandable language - aids to memory

A personal relationship with someone who can answer questions directly and is not intimidating or lacking time

tools to be empowered in understanding illness and improving their health, in the form of suggestions

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For Welfare italia

Direct patient enquiries efficiently

Solve patient post-visit problems correctly

Doctors and reception staff can focus on core duties

Word-of-mouth marketing

Be trusted by patients

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References

Pillboxie Mirror CureTogether

dailymile

The Carrot�0

Proposed Future Development

“... people want to be recognized across service touch points in all their health care interactions...”Frog Design

Apple a Day interactive• MonitoringSave medical data

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Share information on the Welfare Italia network

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Next Steps

Another prototype Involve the doctor, steward and patient to test service journey and get feedback.

ProposalRecovery plan: Set up a system to engage doctor with steward effectively.Reminder: Build a platform to organize the patient time table including pill time and next appointment.Suggestion: Seek partnership from gym, publishing company, government or other businesses to provide better services.

Go back to the center to get feedback

Apply this service to another center

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Thank You!Thank You!

Xing, Dilara, Francesco, & John

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