Notes - Experience Design Workshop (HIF 2013)
- 3. Experience Design Creating a strong vision of intended experience and the necessary practices to maintain the intent.
- 4. Apple Store’s Intended Experience On building relationships (to make people’s lives better) “Try before you buy” concept Test product with downloadable content and get someone to show you how to use it Upon purchase, staff set up device If you need help, you can come back for personal training Problems are fixed instantly
- 5. KTPH Intended Experience Hassle-Free Experience for our patients Patient Value Met DESIGN THINKING Outcome Achieved WHAT THEY WENT THROUGH advice • Quality •Diagnose, treat, • Respect • Information HOW THEY FELT • Care integrated • Effective •Better, Faster, cheaper, DURING THEIR EXPERIENCE •safer LINE OF VISIBILITY Line of visibility Design Service/Care Processes LEANValue stream BUILD QUALITY PROCESSES NEEDED TO (TPS) •Identify Value •Value Stream •Flow •Pull •Pursue Perfection Customer Experience SUPPORT THE EXPERIENCEService Ways •AH •Model of care •Care standards •Service standards •Touchpoint •Care point Workplace •Location •Layout •Automation •Human factor •Health promoting
- 6. What are the elements that influence the user’s experience?
- 7. Elements in an Experience What influences your experience? Expectations Experience Site (Above line of visibility) Environment Product Interaction Process/Flow Information Memories
- 8. To provide a Good Experience Experience exceeds expectations (new users) and is consistent (across journey, medium and occasion).
- 9. “How can we design an experience?”
- 10. Design Thinking Methodology Adapt Design Thinking Process for Experience Design Frame Problem Observation Understand Explore Analyse & Strategise Generate Ideas (Customer Journey Map) (Experience Metaphor) Prototype Prototype Implement Solution
- 11. Tools for Designing Experience Customer Journey Map & Experience Metaphor CUSTOMER JOURNEY MAP EXPERIENCE METAPHOR What If IKEA were to redesign your __________experience? Map the entire journey that the user Use Experience Metaphor to generate goes through and identify needs creative solutions
- 12. Existing Method Work from existing touch points
- 13. Layering onto Touch Points Consider End to End Processes (Including the In-Betweens)
- 14. User's journey Consider entire journey including the in-betweens (e.g. wait) REGISTRATION BEFORE AFTER Drops card into tray Wait Register Wait for next station “He did not know that he had to place the card in the tray.” “Anxiously waited around the counter to make sure that his turn was not skipped.” “Did not know what the staff needed from him.” “Where to wait and for how long?”
- 15. Importance of looking at the entire journey Identify needs that are not addressed in existing touch points Financial Counseling Information Concise in giving information
- 16. Understand User’s Experience Interview Expectations Observe Shadow Elements in the Experience Site Environment Interview Memories Product Interaction Information Process/Flow Understand what user understood about the experience (Content) and how they felt (Emotions).
- 17. Customer Journey Map Map out events that happened in the customer’s experience Consider the entire journey that the user goes through, such as pre-arrival, to identify possible opportunities outside of the current touch points.
- 18. Customer Journey Map Elements in the framework EVENTS That happened in User’s Journey USER PROFILE GOAL EMOTIONS That user is trying to achieve The user experienced (Background/ Expectations) TOUCH POINTS (Mode/Role/Context of interaction)
- 19. Opportunity Areas Areas to improve on, in the experience Uncertain about next steps of the journey User is very anxious upon arrival Discharge process is confusing; requires too many steps Gives a broad overview of how the existing experience is like and how it can be enhanced to make it even better for the users.
- 20. WELCOME BACK Experience Design II 11th October 2013
- 21. Designing Experiences Customer Journey Map Define Experience Uncertain about next steps of the journey Discharge process is confusing; requires too many steps Identify Needs Define the Overall Experience
- 22. Designing Experiences Start with a vision, design practices around that vision Be Empowered How might we empower patients in the different touch points? 1. Consider broad themes of 2. Ensure consistency in the smaller experiences how the experience should be within touch points
- 23. Designing Experiences Design these elements to give the intended experience How Might We Design (The Product/ Environment/ Information/ Interaction) to empower our users in the experience?
- 24. Designing Experiences How might we design the environment to empower patients? Environment Without Target With Target 1st Prototype 2nd Prototype Butterfly on ceiling is used as a visual cue to guide patients to cooperate
- 25. Tools for Designing Experience Customer Journey Map & Experience Metaphor CUSTOMER JOURNEY MAP EXPERIENCE METAPHOR What If IKEA were to redesign your __________experience? Map the entire journey that the user Use Experience Metaphor to generate goes through and identify needs creative solutions
- 26. What is Experience Metaphor? A creative technique used in divergent thinking “Some of the most creative breakthroughs occur when an idea that works well in one domain is transplanted in another.” —Mihaly Csikszentmihalyi Fish Car Speed (Aerodynamic Efficiency) Metaphor uses free association which is a creative technique to help one to make a mental connection between two objects or ideas.
- 27. Start Looking Out Draw inspiration from other industries
- 28. Case Study: Experience Metaphor
- 29. Case Study: Experience Metaphor What is the association between these two?
- 30. Experience Metaphor Challenge: Consistently produce same quality at low cost Looked at other fields where the same challenge of carrying out activities systematically, reproducibly and to a high standard – at low cost
- 31. Experience Metaphor Look out and learn from others “Dr. V spent a few days at McDonald’s Hamburger University in Oak Brook, studying how they work.” Founder Chairman of Aravind Hospital, (Dr. G. Venkataswamy)
- 32. Experience Metaphor Dr V’s Vision: Eliminate Needless Blindness
- 33. Experience Metaphor Eliminate needless blindness through the following: Affordability (Train village girls to do lowskilled tasks) Standardization (Reduce Variability, dedicated rooms for each type of surgery) Efficiency (1 Surgeon to 2 Operating Tables)
- 34. Experience Metaphor Case Study of Aravind Infection Rate: Infection Rate: 6/10,000 4/10,000
- 35. Take Away Points Service Touch Points Discover opportunities by Map Customer Journey identifying needs from the Customer Journey Map
- 36. Take Away Points Define the intended experience for the user Be Empowered How might we empower patients in the different touch points? 1. Consider broad themes of 2. Ensure consistency in the smaller experiences how the experience should be within touch points
- 37. Take Away Points Be inspired by others to expand possibilities in ideation Collection of positive examples from other industries to be used as a stimuli during brainstorming Try it deck to create your own library. E.g. Amazon Deck
- 38. Tools to Design Experience Frame Problem Observation Understand Explore Analyse & Strategise Generate Ideas (Customer Journey Map) (Experience Metaphor) Prototype Prototype Implement Solution
- 39. Thank You! ☺ If you have additional feedback for us, please send them to ktph.innovation@alexandrahealth.com.sg