Journey mapping as insight tool - a healthcare case study UXLX 2012
- 1. JOURNEY ! MAPPING! AS INSIGHT TOOL a healthcare case study Kim Goodwin @kimgoodwin UXLX 2012 Proprietary & Confidential! Image: USGS public domain
- 2. user mental model of process steps 1 2 3 4 5 attributes of process A B C Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
- 3. MAKING THEM EFFECTIVE Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
- 4. EXPERIENCE / JOURNEY MAPS ARE! NOT ABOUT US which of our tools they use who owns those tools our feature & service ideas Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
- 5. JOURNEY STEPS ARE DRIVEN BY DATA 1 2 3 4 5 Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
- 6. JOURNEY ATTRIBUTES … A A B B C C Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
- 7. …ARE WHAT CUSTOMERS / USERS: WANT & NEED to know, feel, accomplish DO with what tools & why THINK & FEEL about their experience Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
- 8. POTENTIAL USES Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
- 9. 1 ELICIT & CLARIFY with interviewees See what’s available Pick a few options - Get informed - Price & features - Look at car sites - Manageable set - Ask friends - Expert reviews Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
- 10. 2 ASSESS your effectiveness Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
- 11. 3 FIND OPPORTUNITIES & commonalities ✔ ✔ ✔ ✔ ☹ ☹ Proprietary & Confidential!
- 12. 4 BEGIN SOLVING for a persona She wants to know X. We should show that first. Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
- 13. maps are ideal tools for PROLONGED MULTI-CHANNEL MULTI-PLATFORM user experiences Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
- 14. HEALTHCARE EXAMPLE Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
- 15. Uses shared patient data to help patients achieve better outcomes - immediate support - tracking - long-term research Proprietary & Confidential!
- 16. GOAL: BROADEN AUDIENCE in-home & remote ethnography decision-making, support, content creation & use Proprietary & Confidential! THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION. © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
- 17. WHAT WE FOUND was remarkable consistency Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! Proprietary & Confidential! THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION. © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
- 18. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! HAVING SYMPTOMS Proprietary & Confidential! THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION. © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
- 19. I WOULD LOSE CONTROL IN MY HAND WHEN I GOT COLD. I THOUGHT I WAS JUST TIRED. - on early symptoms of ALS THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 20. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! DO WANT & NEED THINK & FEEL - Notice something - Is this a big deal? - Worry - Explain it away - Should I see a doctor? - Denial - Wait & watch - Is this real, or am I - Avoidance - Maybe seek info overreacting? Proprietary & Confidential! THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION. © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
- 21. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! SEEKING DIAGNOSIS THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 22. I KNEW I HAD PARKINSON’S TWO YEARS BEFORE THE NEUROLOGIST AGREED. - on trying to get a diagnosis THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 23. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! DO WANT & NEED THINK & FEEL - Seek information - An answer! - Worry - Seek doctor - The right doctor to - Frustration at diagnosis (many?) diagnose me being ignored - Maybe many tests - Assurance I’m not - Helplessness - Patient knowledge crazy often discounted THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 24. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! GETTING A DIAGNOSIS YOU BELIEVE THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION. THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
- 25. I THOUGHT, ‘AM I GOING TO DIE?’ - on being diagnosed with leukemia THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 26. I TOLD THE DOCTOR ‘YOU’RE FULL OF SH*T!’ I OWE HER AN APOLOGY. - on not being able to accept his initial diagnosis THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 27. IT’S NICE TO HAVE AN ANSWER FOR WHAT’S GOING ON. IT TELLS ME I’M NOT CRAZY. - on being diagnosed with rheumatoid arthritis THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 28. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! DO WANT & NEED THINK & FEEL - Get lots of info… - What does it mean? - Shocked or little - Will I die? - Overwhelmed - Don’t know what - Make a decision now… - Scared questions to ask or in a while - Relieved - Experience life - I can’t deal with changing in an this instant - I can’t react now THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION. THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
- 29. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! MAKING EMOTIONAL SENSE OF IT THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 30. I THINK I GOT A MASTER’S DEGREE IN AUTISM THAT FIRST SIX MONTHS. - on information-seeking as control THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 31. I WANTED INFORMATION, BUT SLOWER. A RIVER, NOT A WAVE. MY DAUGHTER CAME WITH ME AS MY SCRIBE AND MY EARS. - what happened just after cancer diagnosis THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 32. MOM AND I ... JUST COULDN’T TALK TO EVERYBODY. - on using a social network for updates in the hospital THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 33. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! DO WANT & NEED THINK & FEEL - Seek info (control!) - What can I do? - Scared & vulnerable - Seek support, - What does Dx mean? - Overwhelmed acknowledgement, - Do I want to know? - Worried for family encouragement - Tell: who, when, how ? - Alone - Share with / involve - How will life change? - Grieving for losses loved ones - Sole focus: I have _ ! - Maybe seek activism - Many get stuck here THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 34. Experiencing a change! ! Seeking Getting Finding a Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! plan symptoms! & adjusting! with it! (that you believe)! sense of it! FINDING A PLAN THAT WORKS THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 35. people are mastering new skills THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 36. YOU’RE DESPERATE. YOU TRY ANYTHING THAT ISN’T TOO FREAKY. YOU … SEE WHAT STICKS. - on experimenting to find a treatment plan that works THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 37. BUY A SATIN PILLOWCASE P FOR WHEN YOUR HAIR FALLS OUT. - on how other patients fill the gaps THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 38. Experiencing a change! ! Seeking Getting Finding a Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! plan symptoms! & adjusting! with it! (that you believe)! sense of it! DO WANT & NEED THINK & FEEL - May see new MD(s) - What Tx, MD, where? - Still in shock - Discuss any options - What to expect? - Identity is in flux - Experiment: - How will I manage? - Overwhelmed Effective? Fits life? - Grieving - Change life & work - Want independence - Manage loved ones & strength - Find resources - Learn vocabulary, concepts, skills THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 39. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! OPTIMIZING & ADJUSTING THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 40. YOU GO FROM NEEDING TO KNOW ABOUT AUTISM TO NEEDING TO KNOW ABOUT YOUR CHILD. - on optimizing care & becoming the expert THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 41. MY NOTEBOOK COMES TO EVERY DOCTOR’S APPOINTMENT. - on keeping her own history to take control of her care THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 42. IT OPENS THE DOOR FOR CONVERSATION BECAUSE YOU FORGET THINGS - on the value of tracking THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 43. people tell their stories to process after the fact THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 44. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! DO WANT & NEED THINK & FEEL - Connecting MDs - What do others do? - Not overwhelmed - Asking questions - What Tx might I - More confident - Absorbing nuance need next? - Less vulnerable - Trusting self - What hope is there? - Tired of educating - Accepting limits others - Optimize Dx, Tx - Make Tx trade-offs - Feel capable again - Reclaim life - Tell story (to process) THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 45. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! LIVING WITH IT THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 46. I USED TO WAKE UP AND THINK, ‘MY GOD, I HAVE PARKINSON’S.’ NOW I WAKE UP AND THINK, ‘MY GOD, I HAVE TO DO THE DISHES.’ - on the new normal THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 47. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! DO WANT & NEED THINK & FEEL - Identity has shifted - Need less information - Mostly acceptance - Some: help others & support - Depression - Some: info-browsing - Adjust to the new - Lingering fear - Fewer MD visits normal - Resigned…or hopeful - MD conversations: - “It could be worse” how are you? - Less tracking - New Dx may become focus THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 48. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! EXPERIENCING A CHANGE THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 49. YOU’RE CONSTANTLY DEALING WITH LOSS - on handling his slow decline with ALS THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 50. I CAN CONTROL MY BLOOD SUGAR. I GET MORE FRUSTRATED WITH MY THYROID. - on managing a new diagnosis THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 51. SEEKING BEHAVIOR Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! Information Support THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 52. INFORMATION NEEDS Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! Preferred sources Known “experts” People “like me” Preferred depth The basics More nuance THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
- 53. When used effectively, JOURNEY MAPS ARE INSIGHT TOOLS, NOT PRETTY DELIVERABLES Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
- 54. HUGE THANKS! Research team Synthesis team Kate Brigham Jamie Heywood Kate Brigham Maureen Oakes Jeff Cole Maureen Oakes Jeremy Gilbert Scott Listfield Jeremy Gilbert Lori Scanlon Doug Marttila Jeff Dwyer Jeff Dwyer Amy Newell Steve Hammond James Kebinger Ben Heywood Winfield Peterson Proprietary & Confidential!
- 55. THANKS! @kimgoodwin Proprietary & Confidential! Image: USGS public domain