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DESIGN FOR CHANGE: EMPATHY AS OUR GUIDE @ Amy Cueva @ MadPow - Founder & Chief Experience Ofﬁcer @ HxRefactored - Chair of Design Track – April 5-6, 2016
“The world hates change, yet it is the only thing that has brought progress.” Charles F. Kettering
DESIGN FOR CHANGE Design provides us with a creative and human-centered pathway to inspire, motivate, and guide change – helping us to improve the experience of health for the populations we serve.
DESIGN FOR CHANGE Empathy Inspired Design Behavior Change Design Organizational Design
USING EMPATHY AS OUR GUIDE IN DRIVING CHANGE Individual: Inspired Direction Business: Customer Focused Results Societal: Positive Human Impact
WE ARE pioneers, innovators, designers, technologists, strategists, believers, change makers, patients, doctors, family members, executives, people, WOUNDED HEALERS.
”…a good half of every treatment that probes at all deeply consists in the doctor's examining himself... it is his own hurt that gives a measure of his power to heal.” Carl Jung
OUR EMPATHY FUELS OUR DRIVE.
PEOPLE WILL TELL US WE ARE WRONG.
“Insist upon pretense and you’ll have it. Insist upon mediocrity and it is yours. Insist upon beauty and you will ﬁnd it. Insist upon learning and you will learn. Insist upon living with great passion and you will see differently.” Paula Darcy
ADVERSITY MAKES US STRONGER.
WHAT IS GOOD FOR THE PEOPLE WE SERVE IS ULTIMATELY GOOD FOR THE BUSINESS.
CORPORATE EMPATHY IS NOT AN OXYMORON “There is nothing soft about it. Empathy is a hard skill that should be required from the board-room to the shop ﬂoor.” HBR: Belinda Parmar
THE VALUE OF DESIGN Design-Driven Companies Outperform S&P by 228% Over Ten Years - The ‘DMI Design Value Index' Posted By Michael Westcott, Monday, March 10, 2014 Updated: Monday, March 10, 2014 +228% over 10y
Improving the Rx Experience = 20% Increase in Online Orders
THE MATURATION OF DESIGN INSIDE ORGANIZATIONS Pretty Stick
Lobbyists Health Tech egislature utive ch HS Hospital CDC Local Agencies Condition Management Start Up Social Worker Cardiologist Lawyer Pharmacist Politicians PCP Hospital Network Pharma CSR Insurer for Hospital Chiropractor CSR Cardiology Pharmacy THE HEALTH ECOSYSTEM Gym Masseuse Walk in Clinic Support Network: Friends & Family Weight Watchers Information: Google, Web MD, YouTube, iTunes Therapist Patient Advocate Translator FDA PBM Lab Organizations & Non-Proﬁts Lobb Nurse Federal Government Heart Health Start Up CSR Patient Community Health Coach State Govern Insurance Company Health Exchan Transportation Service Health Communications HR Employer Financial Entities Condition Management Companies
Lobbyists Health Tech egislature utive ch HS Hospital CDC Local Agencies Condition Management Start Up Social Worker Cardiologist Lawyer Lobb Pharmacist Politicians Nurse PCP Hospital Network Federal Government Pharma CSR Insurer for Hospital WE CAN GATHER TOGETHER AROUND SHARED OBJECTIVES & DESIGN AN ECOSYSTEM OF CARE. Chiropractor CSR Cardiology Gym Masseuse THE HEALTH ECOSYSTEM Weight Watchers Walk in Clinic PBM Lab Organizations & Non-Proﬁts Patient Community Health Coach Information: Google, Web MD, YouTube, iTunes Translator FDA Heart Health Start Up Pharmacy Support Network: Friends & Family Therapist Patient Advocate CSR State Govern Insurance Company Transportation Service Health Communications HR Employer Financial Entities Condition Management Companies Health Exchan
What Motivates? CDC Designs for Medication Adherence
SHARED VALUES + SHARED ACTION = SHARED PROFIT (FINANCIAL & SOCIAL) Cindy Gallop
IT IS AN EXPERIENCE ECONOMY
WHEN SOCIETY WINS, THE BUSINESS WINS.
WHAT IS YOUR PURPOSE BEYOND PROFIT?
“As organizations operationalize their purpose, we will see Corporate Social Responsibility & Customer Experience disciplines converge. ” Little Ole’ Me
THE DESIGNER’S HIPPOCRATIC OATH @DesignersOath
METHODS FOR INTEGRATING EMPATHY INTO YOUR ORGANIZATION
BECOME STUDENTS OF THE PROBLEM, INCLUSIVE IN OUR APPROACH.
IMMERSE KEY STAKEHOLDERS in ethnographic studies so they can experience customers ﬁrst hand and feel empathy for them. A research report alone won’t do it.
CONSTRUCT A THEORY "You have to have a good theory. Every time we take an action it is predicated upon a theory. It is in understanding the people we serve in the present that we construct a theory about the future.” Clayton Christenson
EMOTION WILL SHOW US Where to FOCUS, where we are DOING WELL, & where we need to IMPROVE.
DESIGN FOR PEOPLE AT THEIR WORST …if we’re able to consider users at their worst, and if we’re able to make experiences feel good for people at their most vulnerable, most difﬁcult moments, then we can make them work for everybody." Sara Wachter-Boetcher “Everybody Hurts: Content for Kindness”
Walk in the customer’s shoes.
EXAMINE THE INTERPLAY OF EMOTION WITH THE JOURNEY
Evidence-based maternity decision making for PregnantMe
FORMULATE A HIERARCHY OF CUSTOMER NEEDS Very Cool Delightful Meaningful Kind Relatable Easy Trustworthy Functional
Helping a Hospital Empower the Newly Diagnosed CVS
ECOSYSTEMS DEPENDENTS UCCI IT OFFICE ASSISTANT BENEFITS FAIR MILITARY EVENTS WAITING ROOM FIND A DENTIST MOVING MAKE AN APPOINTMENT SUBMIT A CLAIM AUTHORIZATION SUBMISSION LOD APPROVAL MOBILE APPS UCD WEBSITE BENEFITS GRID MY B CO-WORKERS CONTENT CREATOR INTERNAL SALES DTF/DSPOC AT HOME CONFERENCES EXAM ROOM GO TO DENTIST EMERGENCY PROTOCOL BENEFITS SELECTION ACCOUNT INSTALLATION AUTHORIZATION APPROVAL LOD INJURY SOCIAL MEDIA COVERED SERVICES TABLET EM W FAMILY & FRIENDS HR BENEFITS ADMIN COMPANY CONTACT 3RD PARTY VENDOR AT WORK PROVIDER OFFICE PARKING LOTS KIDS BEGIN DENTAL CARE CHOOSE DENTAL TREATMENT MEMBER REGISTRATION INQUIRY STRATEGIC PARTNERS INFO STORE MILITARY INSTALLATION OPINION LAB MEMBER APP PROVIDER AMENITIES W SOCIAL MEDIA COMMENTATERS STATE/FED REGULATORS DENTIST WELLNESS SALESPERSON IN CAR STATES VS. OVERSEAS USE MYDENTAL BENEFITS CHANGE PLAN TRAVEL TO DENTIST UNDERWRITING AUDITS COSTESTIMATOR GOOGLE MAPS BILLS CHOMPER CHUMS BLOGGERS Audit every touch point in the ecosystem against hierarchy of needs. REPORTERS STATE/FED LEGISLATION RECEPTION BROKER TRAVELING REMOTE VS. POPULATED AREA HOME CARE & MAINTENANCE ONBOARDING ONLINE REGISTRATION CAN CREATION GRIEVANCES ID CARD COMPUTER LETTERS STRATEGIC PARTNERS GOVN’T ADMIN HYGIENIST OTHER PATIENTS ONLINE COMMUNITY OUTREACH RECOVERY MAKE A PAYMENT ACTIVE DUTY ACTIVATION REFERRAL SUBMIT AN APPEAL PLAN/ PRODUCTS PHONE MARKETING MATERIALS PEOPLE ENVIRONMENTS PRE DETERMINATION CO (W M PROCESSES MEMBER ORDER SUPPLIES MARKETING CONDUCTING PROCEDURES COMPUTERS NETWORK TRAFFIC PHONE CALLS OBTAINING LICENSING REQ CLEANING TEETH PHONE MAIL INSURANCE COMPANY RECORD KEEPING FILING CLAIMS CREDENTIALING BILLING PATIENTS WEBSITE PRACTICE MANAGEMENT SOFTWARE OTHER DENTISTS LAB WAITING ROOM SCHEDULING APPOINTMENTS GREETING PATIENTS MY PATIENT BENEFITS EMAIL SPECIALISTS PHARMACY OPERATING ROOM CONDUCTING EXAMS FACILITY MAINTENANCE DENTAL EQUIPMENT/TOOLS DENTAL SUPPLY REP HYGIENISTS LOCATION SENDING EMAILS BEING ON-CALL FOR HOURS FAX RECEPTIONIST PATIENTS OFFICE ASSISTANT FAMILY ORAL SURGEON OFFICE MANAGER ADMIN SPACE ENVIRONMENTS PEOPLE PROVIDER PARKING LOT PROCESSES ARTIFACTS MEMBERSHIP AND BILLING PEGA SYSTEM ANALYST OPEN ENROLLMENT BROKER OFFICE DETERMINE BENEFIT BUDGETS REQUEST A QUOTE BILL PAYMENT ELECTRONIC COMMUNICATION PAPER ENROLLMENT GPA (POLICY) ACCOUNT INSTALLATION IT SUPPORT HEALTH & BENEFITS FAIRS TRADE EVENTS FINALIST PRESENTATION MEMBER COMPLAINTS BROWSE ON THE WEBSITE INVOICES AGL (INSTALLATION & MAINT.) DEMOGRAPHICS PARTNER ENROLLMENT DEPARTMENT DENTAL ELECTRONIC SERVICES PAPER ENROLLMENT PROCESS BILLING PROCESS REVIEW OF LAWS ERROR REPORTING POLICY DOCUMENT SALES BROCHURES PARTNER SALES REP OTHER EMPLOYEES PUBLIC EXCHANGE PERFORMANCE GUARENTEE REVIEW CLAIMS EXP. REVIEW OF COMPETITORS PREMIUM FILES SHARPOINT (MAINT. FORMS) E-BILL PARTNER ACCOUNT INSTALLATION TPAS PRIVATE EXCHANGE DETERMINE FUNDING RESEARCH ON AN EXCHANGE NEED FOR INSURANCE ADMIN KITS E-DELIVERY (ENROLLMENT) GLI E BANKING OTHER CARRIERS MOBILE OPEN ENROLLMENT REVIEW NETWORK SUFFICIENCY ONBOARDING EMPLOYEES GEMUS ELECTRONIC FORMS ACCOUNT MANAGEMENT PORTAL P EX PEOPLE ENVIRONMENTS PROCESSES ARTIFACTS EMPLOYER ORDER SUPPLIES MARKETING CONDUCTING PROCEDURES COMPUTERS NETWORK TRAFFIC PHONE CALLS OBTAINING LICENSING REQ CLEANING TEETH PHONE MAIL INSURANCE COMPANY RECORD KEEPING FILING CLAIMS CREDENTIALING BILLING PATIENTS WEBSITE PRACTICE MANAGMENT SOFTWARE OTHER DENTISTS LAB WAITING ROOM SCHEDULING APPOINTMENTS GREETING PATIENTS MY PATIENT BENEFITS EMAIL SPECIALISTS PHARMACY OPERATING ROOM CONDUCTING EXAMS FACILITY MAINTENANCE DENTAL EQUIPMENT/TOOLS DENTAL SUPPLY REP HYGIENISTS LOCATION SENDING EMAILS BEING ON-CALL FOR HOURS FAX RECEPTIONIST PATIENTS OFFICE ASSISTANT FAMILY ORAL SURGEON PEOPLE BROKER OFFICE MANAGER PARKING LOT ADMIN SPACE ENVIRONMENTS PROCESSES ARTIFACTS COB LAT GEO CERT
THE EXPERIENCE is a byproduct of how we are organized internally to deliver it.
TRAIN YOUR ORGANIZATION IN EMPATHY & HUMAN CENTERED DESIGN
EVALUATE AND MEASURE "Empathy can be measured, and your business’s empathy quotient can be assessed, allowing CEOs to pinpoint their companies’ strengths and weaknesses, and see how they rank alongside their competitors." HBR: Belinda Parmar
EMPATHY WILL INSPIRE OUR DIRECTION, FUEL BUSINESS INNOVATION, & DELIVER POSITIVE HUMAN IMPACT.
THANK YOU. @ Amy Cueva @ MadPow - Founder & Chief Experience Ofﬁcer @ HxRefactored - Chair of Design Track – April 5-6, 2016