Service Design Institute Master Class 15.05€¦ · A bit of an atypical service design case as the...

Cardboard, injections and emotions Service design put in use

Bo Borbye Pedersen Design Lead, Device R&D, Novo Nordisk A/S

Service Design Case: Emotional Pack 15-05-2018 1

Service Design Institute Master Class 15.05.2018

A case of how a service design mindset and toolbox is put in use A bit of an atypical service design case as the end deliverable was not a service, but how to strategically optimize a specific touchpoint (a sample pack) to meet emotional needs in a ‘service situation’.


Intro / teaser

Me Context

Novo & diabetes Insulin & injections Device R&D

Case: Sample Pack Intro Process overview Fly through process and outcome Tools & learnings/reflections

Questions ?

Today


Me


Bo / Designer

1 / 11 of adults has diabetes

Today about 425 million people have diabetes and by 2045 it is estimated that this number will increase to 736 million There are two main types of diabetes: Type 1 and Type 2.

Context / Diabetes

Service Design Case: Emotional Pack 15-05-2018 5 Date 5

Guishan Han, China Guishan has Type2 Diabetes

Adri van der Wiele, US Adri is a GP

Steve Lanz, US Steve has Obesity

Peter Bates, UK_ Peter has Haemophilia

Ayşe Naz Baykal, EU Ayşe has Type1 Diabetes

Context / Type 2 diabetes

Type 2 diabetes is a progressive chronic disease characterised by an increased level of blood glucose caused by increasing insulin resistance and failing pancreatic beta-cell function. Lifestyle factors such as unhealthy diet, lack of exercise etc. often play a role in development of :. Treatment of people with type 2 diabetes depends on the stage of the disease. Initially, oral medication is often sufficient while progressed stages require GLP-1 and eventually insulin.

425 MILLION PEOPLE LIVE WITH DIABETES

JIM SHEEDER Jim has type 2 diabetes and lives in the US

MARIA REGINA SIMOES Maria has type 2 diabetes and lives in Brazil

6 Service Design Case: Emotional Pack

TYPE 2 DIABETES ACCOUNTS FOR AROUND

90% OF ALL CASES OF DIABETES

15-05-2018

Typical treatment start with diet, exercise and Metformin tablets.

It is possible to avoid or postpone insulin, but for most they are not able to change their lifestyle and will need to start injecting insulin to manage their blood sugar and avoid long term consequences.

For many Type 2 diabetes often results in feelings of guilt, powerless, and being inadequate.

Context / starting insulin


1000 People are daily

diagnosed

Context / Novo Nordisk

Novo Nordisk supplies about half of the world’s insulin and is used everyday by 27,7 million people worldwide 315 of the 42.100 employees work in Device R&D ensuring that the medicine is delivered and administered safely to and by those who need it.

8 Novo Nordisk - Corporate Presentation

PRODUCTS MARKETED IN

170 COUNTRIES

STRATEGIC PRODUCTION SITES

IN BRAZIL, CHINA, DENMARK, FRANCE AND US

SUPPLIER OF NEARLY

HALF OF THE WORLD’S INSULIN

27,700,000 PEOPLE USE OUR

DIABETES CARE PRODUCTS

AFFILIATES IN COUNTRIES

R&D CENTRES IN CHINA, DENMARK,

UK AND US

DKK 112 BILLION IN TOTAL REVENUE

APPROXIMATELY

210,000 SHAREHOLDERS

79

EMPLOYS APPROXIMATELY

42,100 PEOPLE DIABETES

OBESITY

HAEMOPHILIA

GROWTH DISORDERS

8

1985: The worlds first pen-injector

2014: FlexTouch disposable injection pen

15-05-2018 Service Design Case: Emotional Pack

We work to ease the burden of injectable treatment. We pride ourselves of being Patient Centric I have colleagues who are anthropologist, engineers, usability experts, industrial designers etc... but 2/3 are engineers

Context/ Device R&D


? We start with patient needs

Make it easier to inject (easy for engineers to approach) Improve adherence or needle fear (harder for engineers to approach)

15-05-2018 Service Design Case: Emotional Pack 10

Classic ‘engineering improvement’

Address patients emotional needs at initiation Not the typical focus (how to make it easier to inject…)

Case/ emotional pack


Improve the value of the sample pack Not typical packaging focus (protect pen, fit regulatory requirement, instructions, branding)

Case/ current state


Content of the box is poorly aligned, creating a cluttered and confusing impression

The sample pack and it’s content is created by more than 5 different department with little coordination of user experience

Set the stage Compile knowledge / build hypothesis Engage with users (probes) Update user journey / story tell Zoom in on scenarios to ideate (SDO) Build ideas and argumentation Prototype (show and tell) Decide / Focus Iterate design Test with users Summarize intent (blue print) Design Test with users Novo machine

How/ approach


Make them feel User journey See what the user sees User journey (challenges & opportunities)

Scenarios + ideation Canvas Design mock-ups Reality check (business) Design User test Design blueprint (ux intent) Design User test (usability) Novo maturation

Set the stage


Staging emotions

Compile knowledge


User journey

Engage with users


Contexutal interviews

Research probes

Shadowing

New York & New Jersey, September 2012

Engage with users


6 patients 2 pharmacies

3 sales rep 4 clinics

Contexutal interviews

Research probes

Shadowing

Engage with users

Update user journey


User journey

Initiation journey


User journey

Storytell findings


A must have for sales reps to ‘open the door’ to clinics. Delivered 1-4 times every month.

Placed in the fridge at the clinic and administrated by a nurse or MA.

PCP seldom interacts w. samples but it’s a must have to drive prescriptions.

Samples are mostly handed out by nurse/MA but rarely used in training.

Majority of patient gets a sample at initiation.

Pack journey

Storytell findings


“I did not hear a word he said. The only thing I could think about was getting home.”

Silvia (59) “I don’t use the sample to teach

patients.”

Nurse

“Anything that can help me help

the patient.”

Doctor

“What’s all the stuff in here? It’s really hard to get an overview”

Vanessa (48)

Storytelling

Zoom in on scenarios to ideate


Scenarios + Ideation

Strategic development options


Strategic development options (Canvas)

Build ideas and argumentation


Pen training and first injection via sample

pack

Directly target PCPs needs

through sample pack

Tools that speak directly to the doctor during negotiation and

initiation.

A minimum guide to overcoming physical and

emotional barriers of the first injection.

A step-by-step guide through the first 3 months; supporting

emotional and physical aspects.

Guide the user’s journey through the sample pack

I wish to gain confidence that the patient can handle it.

I want to get them going in one go.

The first injection is emotionally overwhelming.

+ I feel lost in all the information

I don’t know how to talk to my doctor. I don’t want to share my disease with others (I feel alone)

Strategic development options (Canvas)

Prototype (design)


Design & prototype

Decision point


Iterate - Design


Design & prototype

Test with users


8 patients, 8 nurses, 6 doctors NYC, May 2013

Summarize UX intent (blueprint)


UX blueprint

Design


Fight back at rules and regulations


Highlighted in yellow is FDA mandatory text on current Levemir® FlexPen® sample pack.

It is possible to remove repetitions, clutter and simplify message

Test with users


28 patients, 11 nurses Atlanta, August 2013

Test with users


28 patients, 11 nurses Atlanta, August 2013

“This could easily replace my current training material.”

“As soon as you open it, everything was there - and you can just do it. It’s so simple that a kid could follow it.”

Patient, 42

Nurse

“That was one of the easiest kits I’ve used. Everything you need is there.”

Medical Assistant

Nurse response • All nurses believed DV3332 was a better solution to solutions

currently on the market.

• All believed it would add to the reassurance in home training and all would feel more comfortable with the new pack.

• The all inclusive pack (pen, needle and leaflets) was perceived convenient.

Patient response • Patients felt that the box was reassuring.

• The level of information is aligned with expectations.

• The simplicity of the pack, quality look and feel reduces anxiety and lowers the initiation barrier.


Hit the market in april 2015

First 9 mth 375.000 packs more than in all of

2014.

That’s a 40,5% increase!

Set the stage Compile knowledge / build hypothesis Engage with users (probes) Update user journey / story tell Zoom in on scenarios to ideate (SDO) Build ideas and argumentation Prototype (show and tell) Decide / Focus Iterate design Test with users Summarize intent (blue print) Design Test with users Novo machine

How/ approach


Make them feel User journey See what the user sees User journey (challenges & opportunities)

Scenarios + ideation Canvas Design mock-ups Reality check (business) Design User test Design blueprint (ux intent) Design User test (usability) Novo maturation

Set the stage - Align on the purpose & focus User journeys a flexible tool - Get overview, see opportunities - Zoom in to ideate - Capture & control Design - Design as process driver - User in focus before requirements - Design to deliver experiences Show, tell & test - Make them feel the difference - Test with users

Reflections


Balance out not to loose credibility Can often be too long and time consuming Ensure anchoring to avoid be perceived as ‘sandbox’ Don’t forget the systems and culture

Questions?



///CREDITS///

Novo Nordisk Team Project Manager

Lisbeth K / Mikkel A / Ida V Project Team

Erik T Mie H / Sarah B Bo P

Packaging Support Bryan HC

User Comm Support Line U

External Support Graphic Design

E-types Designit

Field work CIID Anatomy

Service Design Institute Master Class 15.05€¦ · A bit of an atypical service design case as the...

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