design for change: empathy as our guide: amy cueva keynote at partners center for connected health...
TRANSCRIPT
@ Amy Cueva
@ MadPow - Founder & Chief Experience Officer
@ HxRefactored - Chair of Design Track – April 5-6, 2016
DESIGN FOR CHANGE:
EMPATHY AS OUR GUIDE
“The world hates change, yet it is the only thing that has brought progress.”
Charles F. Kettering
Design provides us with a creative and human-centered pathway to inspire, motivate, and guide change – helping us to improve the experience of health for the populations we serve.
DESIGN FOR CHANGE
DESIGN FOR CHANGE Empathy Inspired Design
Behavior Change Design
Organizational Design
Individual: Inspired Direction
Business: Customer Focused Results
Societal: Positive Human Impact
USING EMPATHY AS OUR GUIDE IN DRIVING CHANGE
WE ARE pioneers, innovators, designers, technologists, strategists, believers, change makers, patients, doctors, family members, executives, people,
WOUNDED HEALERS.
”…a good half of every treatment that probes at all deeply consists in the doctor's examining himself... it is his own hurt that gives a measure of his power to heal.”
Carl Jung
FUELS OUR DRIVE.OUR EMPATHY
PEOPLE WILL TELL US WE ARE WRONG.
“Insist upon pretense and you’ll have it. Insist upon mediocrity and it is yours. Insist upon beauty and you will find it. Insist upon learning and you will learn. Insist upon living with great passion and you will see differently.”
Paula Darcy
MAKES US STRONGER.ADVERSITY
WHAT IS GOOD FOR THE PEOPLE WE SERVE IS ULTIMATELY GOOD FOR THE BUSINESS.
“There is nothing soft about it. Empathy is a hard skill that should be required from the board-room to the shop floor.”
HBR: Belinda Parmar
CORPORATE EMPATHY IS NOT AN OXYMORON
THE VALUE OF DESIGN Design-Driven Companies Outperform S&P by 228%
Over Ten Years - The ‘DMI Design Value Index' Posted
By Michael Westcott, Monday, March 10, 2014
Updated: Monday, March 10, 2014
+228% over 10y
Improving the Rx Experience = 20% Increase in Online Orders
THE MATURATION OF DESIGN INSIDE ORGANIZATIONS Pretty Stick
Masseuse
PCP
Support Network: Friends & Family
Pharmacist
Lawyer
Chiropractor
Health Coach
CSR
CSR
CSR
HR
Cardiologist
Nurse
Therapist
Weight Watchers
Gym
Lobbyists
Social Worker
Politicians
Lobbyists
Patient Advocate Translator
Financial Entities
Transportation Service
Heart Health Start Up
Hospital Network
Hospital
Cardiology
Lab
Pharmacy
Pharma
PBM Insurance Company
Insurer for Hospital
Federal Government
HHS
FDA
CDC
Legislature
Executive Branch
Employer
Condition Management Companies
Information: Google, Web MD, YouTube, iTunes
Condition Management Start Up
Walk in Clinic
Organizations & Non-Profits
Health Tech
Health Exchanges
State Government
Local Agencies
Health Communications
Patient Community
THE HEALTH ECOSYSTEM
THE HEALTH ECOSYSTEM
Masseuse
PCP
Support Network: Friends & Family
Pharmacist
Lawyer
Chiropractor
Health Coach
CSR
CSR
CSR
HR
Cardiologist
Nurse
Therapist
Weight Watchers
Gym
Lobbyists
Social Worker
Politicians
Lobbyists
Patient Advocate Translator
Financial Entities
Transportation Service
Heart Health Start Up
Hospital Network
Hospital
Cardiology
Lab
Pharmacy
Pharma
PBM Insurance Company
Insurer for Hospital
Federal Government
HHS
FDA
CDC
Legislature
Executive Branch
Employer
Condition Management Companies
Information: Google, Web MD, YouTube, iTunes
Condition Management Start Up
Walk in Clinic
Organizations & Non-Profits
Health Tech
Health Exchanges
State Government
Local Agencies
Health Communications
Patient Community
WE CAN GATHER TOGETHER AROUND SHARED OBJECTIVES & DESIGN AN ECOSYSTEM OF CARE.
What Motivates?CDC Designs forMedication Adherence
SHARED VALUES + SHARED ACTION = SHARED PROFIT Cindy Gallop
(FINANCIAL & SOCIAL)
EXPERIENCE ECONOMY
IT IS AN
WHEN SOCIETY WINS, THE BUSINESS WINS.
PURPOSE BEYOND PROFIT?
WHAT IS YOUR
“As organizations operationalize their purpose, we will see Corporate Social Responsibility & Customer Experience disciplines converge. ”
Little Ole’ Me
THE DESIGNER’S HIPPOCRATIC OATH
@DesignersOath
INTEGRATING EMPATHY INTO YOUR ORGANIZATION
METHODS FOR
BECOME STUDENTS OF THE PROBLEM, INCLUSIVE IN OUR APPROACH.
in ethnographic studies so they can experience customers first hand and feel empathy for them. A research report alone won’t do it.
IMMERSE KEY STAKEHOLDERS
"You have to have a good theory. Every time we take an action it is predicated upon a theory. It is in understanding the people we serve in the present that we construct a theory about the future.”
Clayton Christenson
CONSTRUCT A THEORY
Where to FOCUS,
where we are DOING WELL,
& where we need to IMPROVE.
EMOTION WILL SHOW US
Sara Wachter-Boetcher “Everybody Hurts: Content for Kindness”
…if we’re able to consider users at their worst, and if we’re able to make experiences feel good for people at their most vulnerable, most difficult moments, then we can make them work for everybody."
DESIGN FOR PEOPLE AT THEIR WORST
Walk in the customer’s shoes.
EXAMINE THE INTERPLAY OF EMOTION WITH THE JOURNEY
Evidence-basedmaternity decision making for PregnantMe
CUSTOMER NEEDS
FORMULATE AHIERARCHY OF
Trustworthy
Easy
Kind
Meaningful
Very Cool Delightful
Relatable
Functional
CVS
Helping a Hospital Empower the Newly Diagnosed
STRATEGIC PARTNERS
PEOPLE
FAMILY & FRIENDS
SOCIAL MEDIA COMMENTATERS
WELLNESS SALESPERSON
STATE/FED LEGISLATION
STATE/FED REGULATORS
HR BENEFITS ADMIN
CONTENT CREATOR
INTERNAL SALES DTF/DSPOC
COMPANY CONTACT
UCCIIT
OFFICE ASSISTANT
3RD PARTY VENDOR
OTHER PATIENTS
GOVN’T ADMIN
BLOGGERS RECEPTION BROKER
HYGIENIST
DENTIST STATES VS. OVERSEAS
CONFERENCES
AT WORK
AT HOME
BENEFITSFAIR
MILITARY EVENTS
PROVIDER OFFICE
EXAM ROOM
WAITING ROOM
PARKING LOTS
COMMUNITY OUTREACH
TRAVELING
ONLINE
IN CAR
REMOTE VS. POPULATED AREA
CO-WORKERS
DEPENDENTS REPORTERS
RECOVERY
KIDS BEGIN DENTAL CARE
USE MYDENTAL BENEFITS
UNDERWRITING
ONBOARDING
CHANGE PLAN
CHOOSE DENTAL
TREATMENT
EMERGENCY PROTOCOL
BENEFITS SELECTION
ACCOUNT INSTALLATION
MEMBER REGISTRATION
MAKE AN APPOINTMENT
SUBMIT A CLAIM
INQUIRY
REFERRALMAKE A PAYMENT
HOME CARE & MAINTENANCE
ONLINE REGISTRATION
CAN CREATION
ACTIVE DUTY ACTIVATION
TRAVEL TO DENTIST
COST-ESTIMATOR
AUTHORIZATION APPROVAL
LODINJURY
STRATEGIC PARTNERS
INFO STORE
AUTHORIZATION SUBMISSION
LOD APPROVAL
MILITARY INSTALLATION
GRIEVANCES
SUBMIT AN APPEAL
AUDITS
GO TO DENTIST
FIND A DENTIST MOVING
PLAN/PRODUCTS
OPINIONLAB
NEWSCOVERAGE
COMPUTER
BILLS
COVERED SERVICES TABLET
EMPLOYER WEBSITES
PROVIDER AMENITIES
BENEFITSGRID
MY DENTAL BENEFITS
WEBSITES
MONEYPHONE
LETTERS (WEB APP)
MARKETING MATERIALS
CHOMPER CHUMS
PREDETERMINATION
GOOGLEMAPS
ID CARD
MEMBERAPP
SOCIALMEDIA
MOBILE APPS UCD WEBSITE
ENVIRONMENTS PROCESSES
DENTAL SUPPLY REP
PEOPLE
ORAL SURGEON
OTHER DENTISTS
PHARMACY
LAB
INSURANCE COMPANY
FAMILY
OFFICE MANAGER
HYGIENISTS
SPECIALISTS
RECORD KEEPING
TRAFFIC
PARKINGLOT
ADMINSPACE
OPERATING ROOM
LOCATION
WAITING ROOM
OFFICE ASSISTANT
RECEPTIONIST PATIENTS
SENDING EMAILS
FILINGCLAIMS
SCHEDULINGAPPOINTMENTS
FACILITY MAINTENANCE
GREETING PATIENTS
CREDENTIAL-ING
OBTAINING LICENSING REQ
CLEANING TEETH
BILLING PATIENTS
CONDUCTING PROCEDURES
BEING ON-CALL FOR HOURS
CONDUCTING EXAMS
PHONECALLS
ORDERSUPPLIES MARKETING
FAX
WEBSITE
MY PATIENT BENEFITS EMAIL
PRACTICE MANAGEMENT
SOFTWARE
DENTAL EQUIP-MENT/TOOLS
PHONE
COMPUTERS NETWORK
ENVIRONMENTS PROCESSES ARTIFACTS
BANKING
PEOPLE
PARTNER ENROLLMENT DEPARTMENT
PARTNER SALES REP
TPAS
OTHER EMPLOYEES
DENTAL ELECTRONIC
SERVICES
IT SUPPORT
OTHER CARRIERS
PARTNER ACCOUNT
INSTALLATION
TRADEEVENTS
PAPER
HEALTH & BENEFITS FAIRS
OPEN ENROLLMENT
BROKER OFFICE
PRIVATE EXCHANGE
MOBILE
PUBLIC EXCHANGE
ACCOUNT INSTALLATION
MEMBERSHIP AND BILLING
PEGA SYSTEM ANALYST
OPEN ENROLLMENT
ENROLLMENT PROCESS
PERFORMANCE GUARENTEE
RESEARCH ON AN EXCHANGE
REVIEW CLAIMS EXP.
BILLING PROCESS
MEMBER COMPLAINTS
BROWSE ON THE WEBSITE
REVIEW OF LAWS
BILLPAYMENT
REVIEW NETWORK
SUFFICIENCY
DETERMINE FUNDING
NEED FOR INSURANCE
ONBOARDING EMPLOYEES
REVIEW OF COMPETITORS
FINALIST PRESENTATION
DETERMINE BENEFIT
BUDGETS
REQUEST A QUOTE
GEMUS
ERROR REPORTING
PREMIUMFILES CERTIFICATIONS
E-DELIVERY (ENROLLMENT)
SHARPOINT (MAINT. FORMS)
POLICY DOCUMENT
AGL (INSTALLA-TION & MAINT.)
DEMO-GRAPHICS CARD
SALES BROCHURES
GPA (POLICY) COBE (INSTALLATION TOOL)
GEO-REPORT
PRIVATE EXCHANGE
ELECTRONIC FORMS
ADMIN KITS GLI E-QUOTE
ACCOUNT MANAGEMENT
PORTAL
E-BILL
INVOICES
ELECTRONIC COMMUNICATION
PAPER ENROLLMENT
ENVIRONMENTS PROCESSES ARTIFACTS
DENTAL SUPPLY REP
PEOPLE
ORAL SURGEON
OTHER DENTISTS
PHARMACY
LAB
INSURANCE COMPANY
FAMILY
OFFICE MANAGER
HYGIENISTS
SPECIALISTS
RECORD KEEPING
TRAFFIC
PARKINGLOT
ADMINSPACE
OPERATING ROOM
LOCATION
WAITING ROOM
OFFICE ASSISTANT
RECEPTIONIST PATIENTS
SENDING EMAILS
FILINGCLAIMS
SCHEDULINGAPPOINTMENTS
FACILITY MAINTENANCE
GREETING PATIENTS
CREDENTIAL-ING
OBTAINING LICENSING REQ
CLEANING TEETH
BILLING PATIENTS
CONDUCTING PROCEDURES
BEING ON-CALL FOR HOURS
CONDUCTING EXAMS
PHONECALLS
ORDERSUPPLIES MARKETING
FAX
WEBSITE
MY PATIENT BENEFITS EMAIL
PRACTICE MANAGMENT
SOFTWARE
DENTAL EQUIP-MENT/TOOLS
PHONE
COMPUTERS NETWORK
ENVIRONMENTS PROCESSES ARTIFACTS
ECOSYSTEMS
MEMBER
PROVIDER
EMPLOYER
BROKER
Audit every touch point in the ecosystem against hierarchy of needs.
is a byproduct of how we are organized internally to deliver it.
THE EXPERIENCE
TRAIN YOUR ORGANIZATION IN EMPATHY & HUMAN CENTERED DESIGN
HBR: Belinda Parmar
"Empathy can be measured, and your business’s empathy quotient can be assessed, allowing CEOs to pinpoint their companies’ strengths and weaknesses, and see how they rank alongside their competitors."
EVALUATE AND MEASURE
EMPATHY WILL INSPIRE OUR DIRECTION,
FUEL BUSINESS INNOVATION, &
DELIVER POSITIVE HUMAN IMPACT.
THANK YOU.
@ Amy Cueva
@ MadPow - Founder & Chief Experience Officer
@ HxRefactored - Chair of Design Track – April 5-6, 2016