Tufts Symposium Speaker - Breaking Cultural Barriers: Design with Empathy
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Transcript of Tufts Symposium Speaker - Breaking Cultural Barriers: Design with Empathy
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design that mattersI N N O V A T I O N F O R S O C I A L E N T E R P R I S E
TUFTS UNIVERSITY
APRIL 21, 2013
DESIGN THAT MATTERSBREAKING CULTURAL BARRIERS: Design with Empathy
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WHAT WE DO
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WHO WE WORK WITH
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HOW WE DESIGN
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PROJECT FIREFLY A CASE STUDY
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OUR PROCESSFind a Local PartnerIdentify the ProblemEmbrace The CultureWatch and LearnSynthesize Your ResearchEngage Your Users
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FIND A LOCAL PARTNER
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FIND A LOCAL PARTNERlocal partners allow you to quickly become immersed in the local culture, and under-stand bureaucratic hurdles faced in your
future work
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IDENTIFY THE PROBLEM
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Hyperbilirubinemia:
• Increasedlevelsofbilirubinintheblood
• Associatedwithjaundice(yellowishskindiscoloration),poorfeeding,infantlethargy
• “Bilirubinispotentiallytoxictothecentralnervoussystem.Sufficientlyelevatedlevelsofbilirubincanleadto[...]devastating,permanentneurodevelopmentalhandicaps.”
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From J. Maisels, “Phototherapy for Neonatal Jaundice,” NEJM 358;9, Feb08. Absorbance spectrum of biliru-bin shown as white line.
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EMBRACE THE CULTURE
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EMBRACE THE CULTURE
spend time with your partner organization and let them educate you about the local
lifestyle and habits.
don’t reinvent the wheel, trust your local partners experience & knowledge
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WATCH AND LEARN
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WATCH AND LEARNuse the two different methods of
understanding through field research, starting with observational, and moving into
getting more direct feedback.
compare what users say versus what they actually do
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WATCH AND LEARNobservational research
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WATCH AND LEARNobservational research
be a fly on the wall
document as much as possible (i.e. pictures, video, ect.)
watch how people interact with different objects in different situations
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WATCH AND LEARNdirect research
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WATCH AND LEARNdirect research
bring multi cultural interview tools (i.e. photos, multi language flash cards)
review your earlier observations and ask pointed questions based upon what you saw
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WATCH AND LEARNdirect research
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WATCH AND LEARNobservational vs. direct research
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WATCH AND LEARNobservational vs. direct research
compare what users say versus what they actually do
“We clean the bassinet everyday”
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SYNTHESIZE YOUR RESEARCH
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SYNTHESIZE YOUR RESEARCH
create post-it frameworks to better organize your research
create a “point of view” statement to describe what problems you aim to solve, as well as which problems you will not address
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ENGAGE YOUR USERS
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ENGAGE YOUR USERScreate drawings and renderings of concepts to
show your users
bring “create your dream device” worksheets
ask your users what is most important and least important aspects in the product or service
if possible bring full size “looks like” prototypes
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BIGGEST INSIGHTSPROJECTFIREFLY
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AESTHETICINSIGHT
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HARD TO USE WRONGINSIGHT
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RECOMMENDED USE ACTUAL USE
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“Fireflyisveryeasytousebecauseyoudon’thavetoadjusttheheight,anyonecanuseit--nurses,mothersandmidwives.”
Dr. Ngo Min Chuong, Director,NamDihnObstetricHospital
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OVERHEAD PHOTOTHERAPY FIREFLY PHOTOTHERAPY
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DURABLEINSIGHT
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“WetrustFirefly!Thereisnoneedtoworry!”
Dr. Nguyen Thanh Ha, NICUDirector,NationalOBGYNHospital,Dayoneofclinicaltrial
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“ThestaffwasverycuriousaboutFireflywhenwearrived.AfterIthrewthebassinetontheflooranditdidn’tbreak,theyaskedtouseitrightaway.”
Will Harris, DesignthatMatters
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CLINICAL TRIAL RESULTSPROJECTFIREFLY
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AND
2FIREFLY BETA PROTOTYPES
*out of three beta Firefly units total manufactured in December 2011
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2REFERRAL HOSPITALS
1DISTRICT HOSPITAL
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108INFANTS TREATED TO DATE*
*December 8, 2011 through January 6, 2012&
April 26, 2012 through January 20, 2013
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40%REDUCTION IN TREATMENT TIME*
* During 17 infant treatments during December 2011 Clinical Evalat National OBGYN Hospital in Hanoi, Vietnam
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*an expensive, high-risk treatment of last resort for patients with severe jaundice, where all the newborn’s
blood is removed and replaced by donor blood
EXCHANGE TRANSFUSIONS* AVERTED BY FIREFLY
15+
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“This is verysuitable forVietnambecauseof thepsychologyofVietnamese mothers--they want their baby beside them. Itmakesforafriendlyhospitalenvironment.”
Dr. Bui Van Chan, ViceDirector,HaiDuongPediatricHospital
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“I likeFireflybecauseIcanlaynext tomybaby,andalwaysbewithhim.BeforeIwasn’tabletobewithmybaby,andworriedifhewasOK.”
Nguyen Thu Tuyet, Mother,DaNangHospitalforWomen&Children
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THANK YOU!