Designing Healthcare - Cumulative research approach

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Designing healthcare Dina Goebel & Belinda Tobias

Transcript of Designing Healthcare - Cumulative research approach

Page 1: Designing Healthcare - Cumulative research approach

Designing healthcare

Dina Goebel & Belinda Tobias

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AGED CAREOPTICAL DENTAL MEDICA

L HEALTH INSURANCE

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We practice human centred design to deliver innovation.

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

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

the outcomes they want.

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WHAT Define the ideal customer experience for GP visits

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

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

A cumulative research approach

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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.

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Metaphors

Using a sledge hammer to crack a nut

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Metaphors

This homework is a breeze

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Metaphors

I took her words to heart

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MetaphorsSome health related ones

Battling heart disease

Fighting cancer

I had the life sucked out of me

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MetaphorsOne from the research

Doctors make me sick

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

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

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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.

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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.

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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.

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Synthesis:

Analysis:Detailed examination of the elements or structure of something

The combination of components or elements to form a connected whole

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Outputs:Design principlesCustomer journey mapOpportunity areasDesign framework

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Designing healthcare

Dina Goebel & Belinda Tobias

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[email protected] |0403 290 715phone |tobiasandtobias.com.auweb |@belinda81025423twitter |