caroline chaffin: building internal capabilities on all levels to reveal the missing link
TRANSCRIPT
Building internal capabilities on all levels to reveal the missing link Case study: Medistim ASA
Caroline Chaffin | Service Designer | Livework Studio www.liveworkstudio.com | @liveworkstudio | @carolinechaffin
Nurse innovator with
Caroline Chaffin | Service Designer | Livework Studio
design as ammunitionwww.liveworkstudio.com
[email protected] | @Liveworkstudio | @CarolineChaffin | #DesignerNurse
Meetup Experience Design
Presentation Title:Discussion
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Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Credit:http://www.sfgate.com/
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Health Care System = Battlefield
Credit:http://www.sfgate.com/
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
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“I can make a difference”
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
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Time is often critical
Credit:http://www.smp.no
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
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It can be a matter of life and death
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
I saw opportunities to innovate everyday
Credit:http://nursegrid.com/blog/nurses-preventable-readmissions/
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
What stopped me was my role in the system
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
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Credit: http://www.royalberkshire.nhs.uk/get-involved/about-our-collection.htm
Units treating ideas? Designers in health care?
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Credit: eonimages.com
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Advisor
In-house
Consultant
MBA Service
Innovation & Design
Credit: eonimages.com
The battle against a broken (health) system
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
THE FOLLOWING CONTENT MAY BE DISTURBING TO SOME VIEWERS
ACCORDINGLY, VIEWER DISCRETION IS ADVICED
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
WARNING
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Case Study
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Measure blood flow and look for blockages in the artery to quality assure the bypass procedure
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
2.Surgeon: Managing probe
(flow or ultrasound)
1. System operator: Managing System
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Surgeon views data
Team communicates
Trust their fingertips Most surgeons only rely on their fingertip when checking the blood flow and check for blockages during a bypass procedure. In worst case; it can lead to a new heart failure
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
UNAWARE AWARE INTERESTED TEST PURCHASE SET UP EARLY USE USE INCIDENT CHANGE RECONSIDER DISCONTINUE
Unaware of the existence of the brand
andproducts,and the
technique itself
Becomesaware of the brand and products,
and connects it to a
business and/or
performanceneed
Shows interest and requests, or receives an
offer for demo to act
upon
Receives a demo of the product and puts in an internal
request or decides not
to buy
Engage key decision
makers, gets approval and sets money
aside on budget
Receives and help set up the deviceand services,and clarifies
that the product is
approved for internal use
Early stages of being a user where
all team members
gets familiar with the company,
product line and services
Establishing regular
use of the product and
trusting relationship
with the company,
product line and services
Issue or incident
related to the company,
product line or services
occurs, which needs
to be resolved
A change in the situation
or circumstance
has an impact on
the contractor product
usage
Susceptible of seeking to offers and/or
re-considering the current
contract
Finish or terminate the
contract or/and
moves on to other
provider
Customer Lifecycle
How to improve hospital adoption
of Medistim's technology?
How to improve sustained use of Medistim's technology?
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
How to provide more customer value and in return maximise use?
From
ConvincingTo
Listening
From
Product-centeredTo
Human-centered
From
InsightTo
Strategy
United States Netherlands United Kingdom Germany
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
WARNINGTHE FOLLOWING CONTENT MAY BE
DISTURBING TO SOME VIEWERS
ACCORDINGLY, VIEWER DISCRETION IS ADVICED
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Fatty Tissue
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Key Barrier 1
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Data Interpretation
Key Barrier 2
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
System Knowledge
Key Barrier 3
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Standard of Care
Key Barrier 4
Tool
Need Eco-SystemProvided a holistic view of all, interconnected needs and challenges
Revealed four, key themes: Policy, Knowledge, Product and System Interaction
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Medistim
Medistim
INTERNAL CAPABILITIES
HOSPITAL CULTURE
INTEGRATION
SYSTEM RELIABILITY HANDLING
PROBE FIT
ACCURATE DATA
INTERPRETATION
QUALITY ASSURANCEDRIVE
IMPLEMENTATION
EVOLVE
LABELLING
TEAM
MASTER QUICKER
GUIDANCEFROM SURGEON
CONVINCE
RESEARCH INCENTIVES
CASE STUDIES
NEED TO KNOW HOW TO INTERPRET DATA AND HOW TO MAKE CLINICAL SENSE OF IT
NEED TO HAVE A CULTURE WHERE IT’S ALLOWED TO ‘TRY & FAIL’
NEED AN EASIER, FASTER & MORE COST SENSITIVE WAY TO FIND THE RIGHT PROBE FIT
NEED A SYSTEM THAT IS RELIABLE & EASY TO USE TO MINIMISE TROUBLESHOOT
EXPOSED
INSECURE
DEPENDENCE ON OPERATOR
COMPLIANCE
BUDGET CUTS
MOTIVATIONPROOFPROFESSION
ROLE OF SYSTEM OPERATOR
RIGHT LANGUAGE
TRUSTMEASURES
INDIVIDUAL
RE-TRAINING
CONFIDENCE
NAVIGATION
IMMEDIATE MEASURES
ACT FAST &INDEPENDENT
POSITION IN OR
NEEDS & INSIGHTS
‘RIGHT FIT’
99,9 %
UNSKELETONISED VESSELS
MOVING HEART
CHALLENGES
SUPPORT
TRY & FAIL
IT SYSTEM
LOCAL INFLUENCERS & CHAMPIONS
ELECTRONICAL HEALTH RECORD
IDENTIFY& CONNECT
SELL
TRAIN
PROJECT DECISION MAKING
PRODUCT KNOWLEDGE
PROCESSES & STRUCTURES
FINANCIAL MODELS
STERILISATIONBUDGET DECISIONS
ECONOMY & RESOURCES
LOGISTICS
ACCESS DIFFICULT TARGETS
VALUE VS TEE
TIME
COST
Flow
Legend:
Imaging
LEAD INNOVATION
SYSTEM INTERFACE
VALUE
RESOURCES
INTEGRATION
TRAINING
SKILLS &EXPERTISE
GUIDANCE
TEAM COMMUNICATION
PSYCHOLOGYCLINICAL PROOF
SYSTEM INTERACTION
KNOWLEDGEPOLICY
PRODUCT
| Needs Eco-System
Tool
B2B LifecycleUNAWARE AWARE INTERESTED TEST PURCHASE SET UP EARLY USE USE INCIDENT CHANGE RECONSIDER DISCONTINUE
Activation needs tostart early and at different levels
Customers and users needs to understand the true value of Medistim, from the beginning and on different levels, in order for the system to be well integrated and pushed forward.
Individual
Service
System
KEY INSIGHT: POLICY
Training can be overwhelming and takes timeUsers need a more consistent way of learning how to use the system in order to build confidence, over time.
KEY INSIGHT: KNOWLEDGE
Knowing which probe to use, and using it correctlyUsers needs to have sufficient knowledge about how to use the product, or have a product that better support how it’s currently being used
KEY INSIGHT: PRODUCT
Seeing the value of using imaging and making it easierUsers need to better understand the value of imaging and how it compares to other products – they also need a product that enables better access and image quality.
KEY INSIGHT: PRODUCT
Knowing how to interpret and apply clinical dataUsers need to be 100 % confidence that the data is accurate, and have increased knowledge about how to interpret and apply it to their work.
KEY INSIGHT: SYSTEM INTERACTION
Quality 100 %
PROCEED
POLICY
KNOWLEDGE
PRODUCT
SYSTEM INTERACTION
Starts Early Takes time
Revealed the customer interactions that needed most attention
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Project Outcome
Reprioritise & Renew Strategy
Right Evidence Right Person
“The only way to actually get buy-in is to provide evidence that Medistim improves the standard of care”
- Surgeon
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Opportunity: Policy
Leverage Buy-In & Alignment• Who should approach executive leaders?• What material do we need to convince executive leaders vs. surgeons?• How can we provide more evidence; improving “standard of care”?
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Outcome
Systematic Training Over Time
“Learning, teaching and education is the best way to go”
- Surgeon
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Opportunity: Knowledge & Product
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Prioritise Training Initiatives• E-learning: Train individually• Team: Train surgeon and system operator together• Simulation: Practice on correct use outside the operating theatre • Super users: Enable people to support locally
Outcome
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Simplify & Enhance Data Interpretation
“We want a measurement that says ‘OK’ so you know that your work is done well”
- Surgeon
Opportunity: System Interaction
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Explore New Functionalities• Senses: How can the users interact with the system - with all their senses?• Interpretation: How can our technology better support data interpretation?• Relevant: How can we simplify - showing the important parametres, in their natural
order?
Outcome
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Tore Skjeggestad Product Manager, Medistim
“Touching more than 1 million beating hearts”
- Medistim
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Credit: https://imgur.com/gallery/4ALOI
Credit: eonimages.com
Service Design as ammunition
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Credit: http://metro.co.uk
Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Team up with people who know the (battle)field
@CarolineChaffin [email protected] www.liveworkstudio.com @Liveworkstudio
CarolineChaffin Service Designer Livework Studio