Solving Real-Life Problems with Design
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The document discusses the concept of design thinking and its application in service design, highlighting how it can enhance customer experiences by ensuring cohesive interactions across various channels. It emphasizes the importance of understanding user needs and leveraging tools like journey mapping and personas to improve service delivery. Additionally, it presents an example of OpenLab, a design innovation initiative in healthcare focused on improving patient discharge experiences.
Solving Real-Life Problems with Design
- 1. Solving Real-Life Problems with Design #TrainingTuesday
- 2. “Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.” Tim Brown, CEO of IDEO Harvard Business Review, 2009 *ideo.com
- 3. *Paris-Est d.school at École des Ponts
- 4. Service Design is an application of Design Thinking. Fields of User Experience Design *http://deviseconsulting.com
- 5. Service Design Services are intangible economic goods—they lead to outcomes as opposed to physical things that people can own. Outcomes are generated by value exchanges that occur through mediums called touchpoints. 1. People 2. Place such as physical space or virtual environment 3. Props such as objects and collateral used to produce the service encounter 4. Partners include other businesses or entities that help produce the service* http://www.cooper.com/
- 6. Service Design Service design is critical to making a cohesive experience across all channels. Without effective service design, many companies break apart into disconnected channels, with no one overseeing or coordinating. Why use service design: Bad experiences could mean losing customers due to frustration There are many opportunities to leverage technology to create new services Well-designed service experiences differentiate companies * http://www.cooper.com/
- 7. OpenLab Located within Toronto General Hospital, OpenLab is a design and innovation shop dedicated to finding creative solutions that transform the way healthcare is delivered and experienced. *OpenRounds every Tuesday @ noon
- 8. Case Study: PODS Assess the current state of how discharge information is communicated to patients Understand the patient experience with discharge information and instructions Work with patients and clinicians to co-create and co-design a tool based on best practices Pilot tool at 8 early-adopter sites to test validity & feasibility 1. 2. 3. 4. http://pods-toolkit.uhnopenlab.ca/
- 10. Personas & Journey Mapping Personas are profiles outlining features of a fictional person. It outlines their social and demographic characteristics, their own needs, desires, habits and cultural backgrounds. Based on deep research of potential or existing users. Journey Maps are used as a way to visually tell a story from an individual's perspective in terms of their relationship and experience with an organization, a service or a product. They are useful when creating a new service or improving an existing one.
- 12. Journey Mapping - Exercise Get in groups of 2-3 Think of a specific service or company Create a “persona” of a potential user Think through all the “touchpoints” that specific user would have Plot these interactions on a timeline Categorize the interactions as positive, neutral or negative Optional: for any negative interactions, think of ways it could be improved
Editor's Notes
- #3: Too narrow, is there a general def and is it useful to have one
- #4: Add “DEFINE” between inspiration and Ideation. Inspiration is the problem or opportunity that motivates the search for solutions. Ideation is the process of generating, developing, and testing ideas. Implementation is the path that leads from the project stage into people’s lives. Read more at https://www.ideo.com/about/#Dqb6Mq4qBU51Z4q9.99
- #6: Touchpoints are these exchange moments in which service users engage with the service. There are five different types of touch points: People, including employees and other customers encountered while the service is produced. Place, such as the physical space or the virtual environment through which the service is delivered Props, such as the objects and collateral used to produce the service encounter Partners, including other businesses or entities that help to produce or enhance the service Processes, such as the workflows and rituals that are used to produce the service (this relates the people, place, props and partners)