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Transcript of Bruce Campbell General Manager – Marketing and Design Changing the Paradigm of rationing...
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Bruce CampbellGeneral Manager – Marketing and Design
Changing the Paradigm of rationing technology
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Dynamic Controls
• 40 years young• Head Office in Christchurch New Zealand• 400 employees
• Traditional strength in Wheel Chair and Scooter motor control
• 100% medical mobility • Renewed focus on User experience, and the
Value Chain supporting them
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Purpose
• To deliver technical and innovative solutions that enhance quality of life for people with a disability
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Value Chain Insights Research
• In 2008 we commenced an on-going programme of qualitative user research
• In order to enhance quality of life, need to understand it in the first place
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Value Chain Insights Research
PowerchairManufacturers
Dynamic Controls
End Users
HealthcareProviders
Funders
Mobility Dealers
Prescribers
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How can we better understand users?
• A clinical means of understanding users that could be combined with attitudinal, lifestyle and emotive characteristics
• Consider the emotional driver – What drives the user? – What attitude and behavior does this generate? – What functionality does this require?
• And how is this combined with degree of disability? – Physical capabilities and needs– Cognitive capabilities and needs
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How can we better understand users?
• Users need to be viewed as whole people, with the full range of needs
• The research showed that the esteem and emotional needs did not disappear – quite the opposite, the needs appeared to go into a hyper state
• Users do not live in a vacuum – they have expectations
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Maslow
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Two different worlds
Without disability With disability
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Esteem Needs Framework
Needs Are:
Modal with one dominant
Evolving over time
Drivers of attitude and behaviour
CONFIDENCE AND
PARTICIPATION
The need to feel
challenged and
stimulated by life
The need to feel in control and on top of
things
The need to feel secure in
familiar surroundings
The need to feel carefree and part of
the fun of life
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...in summary
• Users wanted• Ride experience
• Safe, exciting, invisible, loud..• Health
• Pressure Ulcer• Activity (Obesity)
• Connectivity• Communication, education,
profession, independence, social networking, safety…
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Paradigms
• Disabled people have less needs than others
• Technology needs to be rationed for disabled people
• Accepted to be low volume, complex, expensive
• OK to be big, black, ugly and behind the times
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Rationing across the continuum of need
Low Needs High Needs
Low Cost
High Cost
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Imagine a world….
• The paradigm is broken by accessing regular, consumer electronics
• Cost per person plummets
• Access is broadened so Esteem needs can be met
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Meet Jonty
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iPortal and iOS Devices
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Anything you can do, I can do
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Siri – speech command on steroids
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Communication
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Communication
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Communication
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Home Automation
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Home Automation
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Home Automation
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Rationing across the continuum of need
Low Needs High Needs
Low Cost
High Cost
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Rethink the Paradigm
Low Needs High Needs
Low Cost
High Cost
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“We are the ones we have been waiting for.”