Unlocking ROI with UX
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This document discusses user experience (UX) design in healthcare. It emphasizes understanding users, conducting research to gain insights into their behaviors and needs, and developing solutions iteratively through techniques like design sprints and rapid prototyping. The goal is to create experiences that motivate users and make it easy for them to achieve positive health outcomes, rather than just providing information. UX design is about more than testing or wireframing - it involves understanding users on an emotional level and designing from their perspective.
Unlocking ROI with UX
- 7. stuck in a cycle Patient in recovery
- 8. Doctor searching for answers and finding nothing
- 9. Rep bouncing from call-to-call getting nowhere with their customers
- 12. Unlocking ROI with UX • Understanding the users’ behaviour & expectations • EXERCISE; Patient perspective • Evolution, not revolution • Inspiring Action • Form has a function • Get them involved • Over and over, Better and better • DISCUSSION; Tools and techniques to help
- 14. UX is not just… • testing • wire-framing • about technology • about expensive processes • one person’s job
- 18. Know your user like you know your friends • Emotionalise, not mechanise • Habits, quirks and behaviours • You are not one of them. So look at things from their point of view
- 19. Challenges of a rep
- 20. You can learn a lot from not a lot • It doesn’t have to be expensive • Small can still be powerful • Low tech high value
- 21. Online questionnaires A few ideas for research UX Labs Virtual labs Telephone interviews Small focus groups
- 22. It’s the insight that really counts
- 24. Exercise; Patient perspective • 5 minute brainstorm • Make a difference • Improve patient lives
- 25. • A hospital patient is bedridden. They spend most of their time in their room. • They are lonely and depressed. • A more positive frame of mind, would help. • What can we do?
- 28. Who would you rather be? • Facebook vs MySpace • Google vs Yahoo • Apple vs Blackberry • Pharma A vs Pharma B
- 32. The bigger picture: The attention economy
- 34. Information isn’t enough Just because you tell me it’s good for me that doesn’t mean I’ll do it
- 35. Need motivation and information
- 36. Types of Persuasive Tech (Dr BJ Fogg) Conditioning Reduction Tunneling Customisation Suggestion Self-monitoring
- 39. HALO EFFECT Attractive design fosters positive attitudes • easily used • quickly accepted • forgivable for fault • engage emotionally
- 41. ‘I’m using these tools to help me with my recovery because they look like they were made by Apple.’ ‘I’m going to prescribe treatment A because I thought their website looked incredible’ ‘My eDetail’s glossy graphics have made loads of sales this week.’ ‘My recovery’s progressing and the tools really help because they’re engineered to support me’ ‘I could quickly and easily find all the information I needed to make an informed decision’ ‘I’ve had some really valuable discussions lately; my eDetail has allowed me to drive at the topics each HCP has been interested in.’
- 48. Go hard and fast: Design sprints • Day 1: Understand the problem • Day 2: Generate a wide variety of ideas • Day 3: Selectively develop some of these ideas further • Day 4: Prototype • Day 5: Carry out user research on prototypes
- 50. The more effort you invest in getting your UX right The less effort the user needs to put in to gain value from it