Human Centered Design
1 like439 views
1) Human Centred Design recognizes the complexity of healthcare consumers who interact with public health systems in more complex ways than their direct interactions. It works to embrace this complexity in designing interventions. 2) The presentation introduces templates to map out personas, user pathways, and life journeys to understand a person's experience with the health system from trigger to outcome. 3) Recommendations are provided for using these techniques in programs, including designing ethnography, co-design, and starting with the current and future human experience to effectively mobilize systems.
Human Centered Design
- 1. Human Centred Design (a taste in 45 minutes) Darren Menachemson @thinkplace and @tpfoundation
- 5. I got sick.
- 7. Cab dropped me here Entrance My hospital experience
- 9. Another story about being sick
- 11. vaccination Patient Life event Health system pregnancy Globally, healthcare consumers interact with public systems. But they are more complex than their interactions with public systems. And public systems are more complex than their interactions with us. Person
- 13. Design thinking and human centred design recognises this complexity, and works to embrace it in the design of public health interventions.
- 14. Widening the scope for intervention The urban planning system The social protection system The employment system
- 15. The ingredients of public cartography Persona System Interaction Life journey
- 16. We are going to map the journey and pathway of someone getting the flu.
- 17. Personas = Character + Cohort A fictitious but realistic person, with a name, age, and characteristics Belongs to a cohort. A population with relevantly similar demographics, behaviours, histories
- 19. Persona Template Character name: Sketch Indicative quote Cohort name: Relevant demographics (social/economic/ location/ education/risk factors/etc) Relevant behaviours/beliefs/ motivations/demotivation's Age: Location: Some relevant characteristics about their: Social/family/economic situation Health/welfare Needs and preferences Irritants and pain points“ Sally Jones Just thinking about flying makes me feel sick. And I fly a lot! 32 Brisbane • Married, parents live interstate • $58,000 annual salary • Adult educator • Severe flying phobia • Regular use of medication and alcohol pre- and in-flight • Must travel – work, frail parent • Prefers larger planes • Wants in-cabin reassurance • Uncertainty about noises/shudders • Hard to learn plane type when booking flight • People don’t understand fear intensity Frequently fearful flyers • Educated, professionals • Live in urban centres • May use scheduled medication frequently/inappropriately • Planes are unsafe • My phobia is untreatable • I want to – and need to – be able to fly
- 20. 1. Know the focussing questions first 2. Open questions 3. Use silence and neutral encouragement 4. Avoid “why” 5. Follow the white rabbit 6. Avoid leading questions or gestures 7. Ask for stories 8. Quotes: the users’ voice is powerful 9. No harm: respect, privacy, safety
- 21. Persona Template Character name: Sketch Indicative quote Cohort name: Relevant demographics (social/economic/ location/ education/risk factors/etc) Relevant behaviours/beliefs/ motivations/demotivation's Age: Location: Some relevant characteristics about their: Social/family/economic situation Health/welfare Needs and preferences Irritants and pain points“ Sally Jones Just thinking about flying makes me feel sick. And I fly a lot! 32 Brisbane • Married, parents live interstate • $58,000 annual salary • Adult educator • Severe flying phobia • Regular use of medication and alcohol pre- and in-flight • Must travel – work, frail parent • Prefers larger planes • Wants in-cabin reassurance • Uncertainty about noises/shudders • Hard to learn plane type when booking flight • People don’t understand fear intensity Frequently fearful flyers • Educated, professionals • Live in urban centres • May use scheduled medication frequently/inappropriately • Planes are unsafe • My phobia is untreatable • I want to – and need to – be able to fly Try it: Get into pairs or threes, and complete the “flu” Persona Template.
- 22. Interactions = high-level sequence describing touchpoints with the (in this case, health) system, from trigger to terminus.
- 23. User Pathway Template Trigger: Step 1: What happens Step 2: What happens What happens Needs/preferences Pain points Response: “I… Step 3: Step 4: What happens Needs/preferences Pain points Response: “I… What happens Needs/preferences Pain points Response: “I… Need to fly Book flight Dread Check in/ board Fly Needs/preferences Pain points Response: “I…feel like my flight experience is beyond my control. Work requirement requires day-trip to Sydney. Try to escape commitment, then book flight. Organise anti-anxiety prescription. • Find a big plane. • Book a seat near the wings. • Get moral support • Can’t pre-book seating • Can’t determine plane type • People don’t sympathise 1 1 Filter by plane type for registered users? Try it: in your groups, complete the “Flu” User Pathway template.
- 24. Life journeys = extension of the user pathways to relevant moments in a persons life beyond the system being changed.
- 25. Life journeys = extension of the user pathways to relevant moments in a persons life beyond the system being changed.
- 26. Journey Maps Life event: What happens Needs/preferences Pain points Response: “I… Life event: What happens Needs/preferences Pain points Response: “I… (Pathway) Take first flight Get a GP checkup
- 27. Then, you can start to think about the system.
- 28. 5 things you can do to use these techniques in your programmes or design efforts.
- 29. 1. Design ethnography – explore the communities you are trying to impact, directly – go for narrative and empathy
- 30. 2. Build trusted connectivity – find ways of getting people to open up – from local translators sourced from the community, village elder engagement, research settings)
- 31. 3. Don’t start with the pathway – start with the life journey – look beyond the health issue to the subtle and influential moments, beliefs and relationships that offer new intervention points
- 32. 4. Co-design and ideate – Get a room full of people with health knowledge, cultural knowledge, logistical knowledge etc, tell them what you’ve learnt, and IDEATE.
- 33. 5. Start with the current and future human experience - user pathways and journey maps effectively become the overarching design, and the system is mobilised to deliver it.
- 34. Desire Path
- 35. Thank you. Darren and ThinkPlace tweet @thinkplace and @tpfoundation
- 36. Persona Template Character name: Sketch Indicative quote Cohort name: Relevant demographics (social/economic/ location/ education/risk factors/etc) Relevant behaviours/beliefs/ motivations/demotivation's Age: Location: Some relevant characteristics about their: Social/family/economic situation Health/welfare Needs and preferences Irritants and pain points“
- 37. User Pathway Template Trigger: Step 1: What happens Step 2: What happens Needs/preferences Pain points Response: “I… What happens Needs/preferences Pain points Response: “I… Step 3: Step 4: What happens Needs/preferences Pain points Response: “I… What happens Needs/preferences Pain points Response: “I…