i'm not a patient by achilles design

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Jurgen Oskamp, CEO [email protected] Borchtstraat 30, 2800 Mechelen +32 (0)15 41 02 72 www.achilles.be #Achilles_Assoc I AM NOT A PATIENT Smart Systems Industry Summit 2013

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Page 1: I'm not a patient by achilles design

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

Page 2: I'm not a patient by achilles design

3x 10x

CREATE & CONQUERSINCE 1994

productdesignaward

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THE ACHILLES APPROACH

SERVIC

E

BRANDPROD

UCT

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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

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WHAT IS TRADITIONAL DESIGN?

HUMAN

ECONOMY

TECHNOLOGY

ECOLOGY

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WHAT IS HUMAN CENTERED DESIGN AT ACHILLES?

ECOLOGYECONOMY

TECHNOLOGY

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USE

R E

XPER

IEN

CE

DEVELOPMENT TIMELINE

WHAT IS HUMAN CENTERED DESIGN AT ACHILLES?

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USE

R E

XPER

IEN

CE

DEVELOPMENT TIMELINE

HIGHLY DESIREABLE

FULFILLING

GOOD

ACCEPTABLE

FRUSTRATING

ACCEPTANCE LEVEL

WHAT IS HUMAN CENTERED DESIGN AT ACHILLES?

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HCD IN THE CONTEXT OF HEALTH CARE

USER TESTING

CONCEPT PROTOTYPE PRE-CLINICAL CLINICAL REGULATION LAUNCH

COSTLY TO FIX ISSUES

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HUMAN CENTERED INPUT

USER VERIFICATIONUSER INTERACTION

CONCEPT PROTOTYPE PRE-CLINICAL CLINICAL REGULATION LAUNCH

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WHO IS THE HUMAN?

WHO HAS AN INFLUENCE ON YOUR PRODUCT,

SERVICE OR BRAND?

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WHO IS THE HUMAN?

PATIENT

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WHO IS THE HUMAN?

PATIENT

DOCTOR

SURGEON

NURSE

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WHO IS THE HUMAN?

PATIENT

DOCTOR

SURGEON

NURSE

FAMILY/FRIENDS

CAREGIVER

TECHNICIAN

...

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WHY DOES IT MATTER?

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A COMPETITITVE ADVANTAGE IS ONLY AN ADVANTAGE IF IT IS EXPERIENCED THAT WAY

WHY DOES IT MATTER?

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WHAT MAKES UP THE EXPERIENCE?

EMOTIONAL

PHYSICAL

RATIONAL

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WHAT MAKES UP THE EXPERIENCE?

WHAT I IMAGINE

FEARCURIOSITY

WONDEREMBARRASMENT

...

EMOTIONAL

PHYSICAL

RATIONAL

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WHAT MAKES UP THE EXPERIENCE?

WHAT I KNOW

RULESINSTRUCTIONSSTATISTICSHISTORY...

EMOTIONAL

PHYSICAL

RATIONAL

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WHAT MAKES UP THE EXPERIENCE?

SEE HEAR TOUCH SMELL ...

WHAT I SENSE

EMOTIONAL

PHYSICAL

RATIONAL

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THE EXPERIENCE IS

WHAT I IMAGINE WHAT I KNOW

WHAT I SENSE

EMOTIONAL

PHYSICAL

RATIONAL

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THE BEST POSSIBLE USER EXPERIENCE IS THE GOAL,HUMAN CENTERED DESIGN IS THE TOOL TO ACHIEVE IT

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WHAT EFFECT CAN HCD HAVE?

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IMPROVE EXISTING FEATURES

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INNOVATE WITH NEW FEATURES

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DRAMATICALLY IMPROVE LIFE

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EVEN MORE IMPORTANT IN THE MEDICAL INDUSTRY?

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•MANY MORE “USERS” INVOLVED

EVEN MORE IMPORTANT IN THE MEDICAL INDUSTRY?

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•MANY MORE “USERS” INVOLVED

•COMPLEX RANGE OF USER ABILITIES

EVEN MORE IMPORTANT IN MEDICAL THE INDUSTRY?

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•MANY MORE “USERS” INVOLVED

•COMPLEX RANGE OF USER ABILITIES

•USERS ARE FAR REMOVED FROM DEVELOPMENT

EVEN MORE IMPORTANT IN MEDICAL THE INDUSTRY?

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•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?

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•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?

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HOW IS THIS DONE?

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HOW IS THIS DONE?

BRING THE DEVELOPMENT TEAM TO THE USERS

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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

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PERSONAS

A CAST OF CHARACTERS FOR THE DEVELOPMENT STORY.

KEEPS IDEAS ON TRACK

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PROTOTYPE EARLY, QUICK AND OFTEN

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GET IDEAS IN FRONT OF USERS EARLY, QUICK AND OFTEN

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CASE STUDY 1: SYNAPTIX

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CASE STUDY 2: NYXOAH

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CASE STUDY 3: ERGOSLEEP

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CASE STUDY 4: LAZER TARDIZ