Patient-Centric Methodology:Tools and Techniques to Advocate for Patient Needs

Design for PeopleMad*Pow is a design agency that improves the

experiences people have with technology, organizations and each other.

Patient-Centric MethodologyTools and Techniques To Advocate for Patient

Needs

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Experience Design

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Design for People

• Becoming a “people” centric organization, putting the customer first.

• Solving for multiple channels, creating a holistic customer experience.

• Guiding future products, services and solutions to resonate with customer understanding, desires and expectations.

• Communicate and motivate ideal or improved solutions.

We did a good job eliminating visits to the travel agent, but…

… we need a methodology that looks at the customer’s experience of the service from beginning to end.

Quantitative vs. Qualitative Research

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QUANTITATIVE RESEARCH

• Surveys, transaction logs & c.

• People’s behavior can be tracked and turned into numbers

• Numbers can be analyzed

QUALITATIVE RESEARCH

• Stakeholder & customer interviews

• Ethnography & contextual inquiry

• Passive observation

• Emulated audience (secret shopping)

Design for People

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Discovery

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Field Observation User Interviews

MD: “Such a large number of things that need to be accomplished during a visit, that it approaches the undoable.”

Nurse: “My biggest problem is patients’ financial constraint in being able to afford their medications.”

Patient: “Now there’s the sick me and the well me and nobody knows the real me.”

(Medical Example) (Retail Example)

Design for People

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Service Ecosystem

Design for People Service Ecosystem

Design for People

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USE CASES, TASK FLOWS & SCENARIOS

JOURNEYMAPPING WORKSHOPWhere did they park?Why here and not a

competitor?

What drink were they in the mood for?

Did they find the staff friendly?

How was the final product?

Personas: The cause of and solution to all of life’s problems


Personas

Personas are not real people, but they are based on the behaviors and motivations of real people we have observed in context with (a particular design challenge). They are composite archetypes based on behavioral data gathered from actual users encountered in ethnographic interviews. They describe patterns of behaviors, needs, goals, expectations, senses, knowledge, etc. of the people who will interact with a creation.

They are the characters in our stories

Common components of personas: Name Photo Identifying demographics Connections


Common components of personas: Behaviors that related to the design challenge at hand A name Photo or visual resemblance (that does not

infer a demographic) Relevant behavior stats (related to the design

challenge) Emotions or emotional state Challenges Goals Connections and associations with other

personas


NOW WHAT?


Persona Concerns

“I don’t want or need any more wall art, I need things that will lead to informed change, not just a pretty picture I can point to that proves we spent a lot of time and money.

“No one showed me what to do with these, I’m not sure what is next”

“I’m not sure we did this correctly the last time…”

PERSONA CREATION: A GUIDE FOR CREATION AND USE


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1. Behavior over demographics


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2. One size does not fit all

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Thinking

Goals

Hearing Seeing

Feeling

Challenges

COLONOSCOPY


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3. Avoid ambiguous details


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4. Win at the game of telephone (someone will need to translate these, be concise!)“Empathy” “CAKE!”


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5. Qualitative personas need qualitative researchThe point of qualitative research is not to quantitatively collect qualitative data.

It is to build empathy and understanding what it feels like to go through an experience.

customer interviewsethnography & contextual inquiryqualitative surveyscustomer support/complaint logsweb analyticssocial media listeningpassive observationanalogues experiencesexperiential auditsprocedural reviewoperations auditemulated audience (secret shopping)

PERSONAS


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6. The number of personas should be based on the discovered variables of a given problem, situation or ecosystem.

Persona Vs. Archetype

PERSONAS

Mike is an on the go businessman who has to be very organized with his time in order to fit everything into his very busy work days. Mke is always on his smart phone, using it for meetings, sending email, and adjusting his schedule.

Users who are confortable and proficient using mobile technology for day to day activities.

7. Choose when not to use a persona


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8. Never embed a design-scenario in a persona!


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Multiple Persona Mapping


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THANK YOU

Paul KahnExperience Design Director, Mad*Pow

• Email: [email protected]

• LinkedIn: www.linkedin.com/in/paulkahn

• Twitter: @pauldavidkahn

http://www.linkedin.com/in/paulkahn

Patient-Centric Methodology:Tools and Techniques to Advocate for Patient Needs

Design

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