Design due diligence

HEALTH TECH SUMMIT DESIGN DUE DILIGENCE

JUNE 21, 2016 @thomas_thinks @frogdesign

WHYIS DESIGN IMPORTANT?

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$39.922

$17.522

$10.000,00

2004 2014

S&P 500

DVI

228% HIGHER RETURN

https://hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/

WHY IS DESIGN IMPORTANT?

DESIGN-DRIVEN COMPANIES PERFORM BETTER.

https://hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/

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FASTER HIGHER

STRONGER

TIME TO MARKET CUSTOMER ACQUISITION

CUSTOMER RELATIONSHIPS ORGANISATIONAL ALIGNMENT

CUSTOMER RETENTION MARGINS

DESIGN-DRIVEN COMPANIES PERFORM BETTER.Because design directly impacts business KPIs.

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DESIGN HELPS ADDRESS THE NEEDS OF ALL HEALTHCARE STAKEHOLDERS

INDIVIDUALCOMMUNITY PROVIDER PAYER

CONSUMER EXPERIENCES

PROFESSIONAL EXPERIENCES

HEALTH SERVICES

WHATIS DESIGN?

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WHAT IS DESIGN?

DESIGN IS AN ACTIVITY

DESIGN IS AN ATTRIBUTE

Everything that you do to ensure that your products and services match the needs, expectations, capabilities and desires of their users.

Every aspect of your products and services that can be experienced (directly or indirectly) by their users.

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WHAT IS DESIGN?

DESIGN ACTIVITIES

DESIGN ATTRIBUTES

• What it looks and feels like • How I interact with it • How it behaves, over time and

across touchpoints • How it fits into the context • What it helps me do • How it makes me feel

• Learning about your users • Rapid prototyping and testing • Designing products, interactions,

and services • Defining value proposition and

business model • Planning the ecosystem and

roadmap

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WHAT IS DESIGN?

GOOD DESIGN ACTIVITY

GOOD DESIGN ATTRIBUTES

• Meets a real need • Balance simplicity/complexity • Easy to use/learn • Coherent and well-integrated • Inspires confidence & trust

• Multi-disciplinary • User-centred • Iterative and evidence-based • Involves professional designers • Outcomes focussed

HOWTO EVALUATE DESIGN

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HOW TO EVALUATE DESIGN?

ASSESSMENT FRAMEWORK

123456 COMPANY

PRODUCTOPPORTUNITYIs the opportunity defined in terms of the user & their needs, context, and journey?

Does the product address the user needs with a compelling, differentiated solution?

Is user experience embedded in the company vision and capabilities?

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ASSESS THE OPPORTUNITY goals,

bel iefs , needs

user journeyuser

context & stakeholders

underlying cl inical/business need

User-Centred Opportunity

Is the opportunity well-defined in terms of the user & their needs, context, and journey?

Ask for: Persona’s/Human archetypes; Customer journey/Service blueprint; Ecosystem map.

Perform: Expert review, Design Research as needed

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ASSESS THE PRODUCTDoes the product address the user needs with a compelling, differentiated solution?

Ask for: Experience benchmark; Value proposition + Business model; User scenarios; User studies; Analytics (acquisition/retention/usage).

Perform: Heuristic analysis, User studies as needed.

interface

behaviourbusiness logic

cl inical logic

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ASSESS THE COMPANYIs user experience embedded in the company vision and capabilities?

Ask for: Experience roadmap/vision; Org chart; Design process

Perform: UX maturity assessment.

123456 Embedded

UX is in the fabric of the org; Not discussed separately

EngagedUX is one of the core tenets of the organisations strategy

CommittedUX is critical and executives are actively involved

InvestedUX is very important and formalised programs emerge

InterestedUX is important but receives little funding

InterestedUX is “not important”User experience maturity model

( Usability professional association)

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INDUSTRY SCORECARD

123456

COMPANYPRODUCTOPPORTUNITY

Not enough pushing beyond the pure clinical or business need.

Too many clumsy interfaces, point solutions, and hard-to-scale business models.

Design is brought late to the table and used tactically.

(just a little provocation…)

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CAN IT BE FIXED?

123456

COMPANYPRODUCTOPPORTUNITY

If the opportunity has been misread, it’s extremely hard to pivot.

If opportunity is well-defined, product redesign can be fast and have massive impact.

If the leadership can be convinced, companies can learn design.

(to end on a positive…)

Design due diligence

Business

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