Designing healthcare

Dina Goebel & Belinda Tobias

AGED CAREOPTICAL DENTAL MEDICA

L HEALTH INSURANCE

We practice human centred design to deliver innovation.

In partnership with our clients and their customers, we conduct research to uncover opportunities.

We design with human behaviour in mind and deliver products and services that people enjoy using to achieve

the outcomes they want.

WHAT Define the ideal customer experience for GP visits

WHO• Top 5 chronic conditions• Recently moved• Recently had a child

HOW1. Metaphor Elicitation2. High level story cards3. Journey mapping4. Word association

A cumulative research approach

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.

Metaphors

Using a sledge hammer to crack a nut

Metaphors

This homework is a breeze

Metaphors

I took her words to heart

MetaphorsSome health related ones

Battling heart disease

Fighting cancer

I had the life sucked out of me

MetaphorsOne from the research

Doctors make me sick

1. Metaphor elicitationWe provided the candidate with a choice of images to choose from to create their health care story.

1. Metaphor elicitationThe use of visual imagery and metaphor allows them to more accurately introspect and explain their emotional experiences.

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.

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.

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.

Synthesis:

Analysis:Detailed examination of the elements or structure of something

The combination of components or elements to form a connected whole

Outputs:Design principlesCustomer journey mapOpportunity areasDesign framework

Designing healthcare

Dina Goebel & Belinda Tobias

australia@tobiasandtobias.comemail |0403 290 715phone |tobiasandtobias.com.auweb |@belinda81025423twitter |