designing healthcare - cumulative research approach
TRANSCRIPT
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Designing healthcare
Dina Goebel & Belinda Tobias
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AGED CAREOPTICAL DENTAL MEDICA
L HEALTH INSURANCE
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We practice human centred design to deliver innovation.
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In partnership with our clients and their customers, we conduct research to uncover opportunities.
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We design with human behaviour in mind and deliver products and services that people enjoy using to achieve
the outcomes they want.
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WHAT Define the ideal customer experience for GP visits
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WHO• Top 5 chronic conditions• Recently moved• Recently had a child
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HOW1. Metaphor Elicitation2. High level story cards3. Journey mapping4. Word association
A cumulative research approach
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1. Metaphor elicitationEliciting emotive response through visual metaphor.
MetaphorWe are asking our brains to re-cognise what we know and apply it to something new.
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Metaphors
Using a sledge hammer to crack a nut
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Metaphors
This homework is a breeze
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Metaphors
I took her words to heart
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MetaphorsSome health related ones
Battling heart disease
Fighting cancer
I had the life sucked out of me
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MetaphorsOne from the research
Doctors make me sick
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1. Metaphor elicitationWe provided the candidate with a choice of images to choose from to create their health care story.
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1. Metaphor elicitationThe use of visual imagery and metaphor allows them to more accurately introspect and explain their emotional experiences.
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2. High level story cardsStory cards are used for initiating conversation in a one-on-one interview, especially around sensitive topics, and drive momentum throughout the exercise so it can be completed in a pre-specified time.
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3. Journey mappingThe purpose of this exercise is to document the experiences people have when visiting a GP Clinic. This will highlight opportunities for improvement.
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4. Word associationFree word association brings up the most evocative image or metaphor the participant will relate to the brand without thinking about it.
Defined word association is a more conscious process. When used with intensity cards, it provides a focus for the feeling toward the brand.
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Synthesis:
Analysis:Detailed examination of the elements or structure of something
The combination of components or elements to form a connected whole
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Outputs:Design principlesCustomer journey mapOpportunity areasDesign framework
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Designing healthcare
Dina Goebel & Belinda Tobias
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