i'm not a patient by achilles design
TRANSCRIPT
Jurgen Oskamp, [email protected]
Borchtstraat 30, 2800 Mechelen+32 (0)15 41 02 72www.achilles.be#Achilles_Assoc
I AM NOT A PATIENTSmart Systems Industry Summit 2013
3x 10x
CREATE & CONQUERSINCE 1994
productdesignaward
THE ACHILLES APPROACH
SERVIC
E
BRANDPROD
UCT
HOW WE DO IT
PRODUCT BRANDING
PACKAGING
BRANDBOOK / STYLEGUIDE
BRAND POSITIONING
LOGO / GRAPHIC DESIGN
INFOGRAPHICS
USER MANUALS
CUSTOMER JOURNEYS
CO-CREATION
PRODUCT FAMILIES
USER INTERFACE DESIGN
2D AND 3D CAD
VISUALISATION / RENDERINGS
COLOR, MATERIAL & FINISHING
NPD PROJECT MANAGEMENT
USER CENTERED DESIGN
IDEATION
SUSTAINABLE DESIGN
FAST PROTOTYPING
MECHANICAL ENGINEERING
ELECTRONIC ENGINEERING
SOFTWARE ENGINEERING
ERGONOMIC STUDIES
FEASABILITY STUDIES
PRODUCTION TECHNIQUES
DESIGN FOR ASSEMBLY
HMI
DESIGNLANGUAGE
CORPORATECOMMUNICATION
SERVICEMAPPING
USERANALYSIS
PRODUCTSERVICESYSTEMS
ENGINEERING
INDUSTRIALDESIGN
CORPORATEIDENTITY
BRAND
PRO
DU
CTSERVIC
E
USER EXPERIENCE
WHAT IS TRADITIONAL DESIGN?
HUMAN
ECONOMY
TECHNOLOGY
ECOLOGY
WHAT IS HUMAN CENTERED DESIGN AT ACHILLES?
ECOLOGYECONOMY
TECHNOLOGY
USE
R E
XPER
IEN
CE
DEVELOPMENT TIMELINE
WHAT IS HUMAN CENTERED DESIGN AT ACHILLES?
USE
R E
XPER
IEN
CE
DEVELOPMENT TIMELINE
HIGHLY DESIREABLE
FULFILLING
GOOD
ACCEPTABLE
FRUSTRATING
ACCEPTANCE LEVEL
WHAT IS HUMAN CENTERED DESIGN AT ACHILLES?
HCD IN THE CONTEXT OF HEALTH CARE
USER TESTING
CONCEPT PROTOTYPE PRE-CLINICAL CLINICAL REGULATION LAUNCH
COSTLY TO FIX ISSUES
HUMAN CENTERED INPUT
USER VERIFICATIONUSER INTERACTION
CONCEPT PROTOTYPE PRE-CLINICAL CLINICAL REGULATION LAUNCH
WHO IS THE HUMAN?
WHO HAS AN INFLUENCE ON YOUR PRODUCT,
SERVICE OR BRAND?
WHO IS THE HUMAN?
PATIENT
WHO IS THE HUMAN?
PATIENT
DOCTOR
SURGEON
NURSE
WHO IS THE HUMAN?
PATIENT
DOCTOR
SURGEON
NURSE
FAMILY/FRIENDS
CAREGIVER
TECHNICIAN
...
WHY DOES IT MATTER?
A COMPETITITVE ADVANTAGE IS ONLY AN ADVANTAGE IF IT IS EXPERIENCED THAT WAY
WHY DOES IT MATTER?
WHAT MAKES UP THE EXPERIENCE?
EMOTIONAL
PHYSICAL
RATIONAL
WHAT MAKES UP THE EXPERIENCE?
WHAT I IMAGINE
FEARCURIOSITY
WONDEREMBARRASMENT
...
EMOTIONAL
PHYSICAL
RATIONAL
WHAT MAKES UP THE EXPERIENCE?
WHAT I KNOW
RULESINSTRUCTIONSSTATISTICSHISTORY...
EMOTIONAL
PHYSICAL
RATIONAL
WHAT MAKES UP THE EXPERIENCE?
SEE HEAR TOUCH SMELL ...
WHAT I SENSE
EMOTIONAL
PHYSICAL
RATIONAL
THE EXPERIENCE IS
WHAT I IMAGINE WHAT I KNOW
WHAT I SENSE
EMOTIONAL
PHYSICAL
RATIONAL
THE BEST POSSIBLE USER EXPERIENCE IS THE GOAL,HUMAN CENTERED DESIGN IS THE TOOL TO ACHIEVE IT
WHAT EFFECT CAN HCD HAVE?
IMPROVE EXISTING FEATURES
INNOVATE WITH NEW FEATURES
DRAMATICALLY IMPROVE LIFE
EVEN MORE IMPORTANT IN THE MEDICAL INDUSTRY?
•MANY MORE “USERS” INVOLVED
EVEN MORE IMPORTANT IN THE MEDICAL INDUSTRY?
•MANY MORE “USERS” INVOLVED
•COMPLEX RANGE OF USER ABILITIES
EVEN MORE IMPORTANT IN MEDICAL THE INDUSTRY?
•MANY MORE “USERS” INVOLVED
•COMPLEX RANGE OF USER ABILITIES
•USERS ARE FAR REMOVED FROM DEVELOPMENT
EVEN MORE IMPORTANT IN MEDICAL THE INDUSTRY?
•MANY MORE “USERS” INVOLVED
•COMPLEX RANGE OF USER ABILITIES
•USERS ARE FAR REMOVED FROM DEVELOPMENT
•SAFETY IS PARAMOUNT
EVEN MORE IMPORTANT IN MEDICAL THE INDUSTRY?
•MANY MORE “USERS” INVOLVED
•COMPLEX RANGE OF USER ABILITIES
•USERS ARE FAR REMOVED FROM DEVELOPMENT
•SAFETY IS PARAMOUNT
•R&D COSTS ARE TOO HIGH NOT TO BE SUCCESSFUL
EVEN MORE IMPORTANT IN MEDICAL THE INDUSTRY?
HOW IS THIS DONE?
HOW IS THIS DONE?
BRING THE DEVELOPMENT TEAM TO THE USERS
TOOLS OF THE TRADE
PASSIVE IMMERSION
SECONDHAND
FIRSTHAND
ACTIVE IMMERSION
PASSIVE OBSERVATIONS
PARTICIPATORY OBSERVATIONS
FOCUS GROUPS
MENTAL MODEL
ROLE PLAYING
DEEP DIVE
PROTOTYPING
PERSONAS
CARD SORTING
A DAY IN THE LIFE
INVOLVEMENT PROTOTYPING
CO-CREATION
CUSTOMER JOURNEY
PERSONAS
A CAST OF CHARACTERS FOR THE DEVELOPMENT STORY.
KEEPS IDEAS ON TRACK
PROTOTYPE EARLY, QUICK AND OFTEN
GET IDEAS IN FRONT OF USERS EARLY, QUICK AND OFTEN
CASE STUDY 1: SYNAPTIX
CASE STUDY 2: NYXOAH
CASE STUDY 3: ERGOSLEEP
CASE STUDY 4: LAZER TARDIZ