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UX in Healthcare when patients are human

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UX in Healthcare when patients are human LA UX Healthcare Meetup Series 6/11/14


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Kathryn E. Campbell Managing Partner, Primitive Spark


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Kathryn E. Campbell Managing Partner, Primitive Spark User Experience Professionals Association Board of Directors


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why do patients resist adherence to protocols that will help them?!


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why do people resist being told what to do?


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Stupid


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Stupid Poor


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Uninsured Stupid Poor


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Vaccine Promotion Messaging


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Four strategies used to convince parents that vaccination is safe and that there is no link between vaccination and autism: Correcting false claims with facts Describing disease risks to unvaccinated children Disease narrative/”True Story” Disease images Vaccine Promotion Messaging


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Four strategies used to convince parents that vaccination is safe and that there is no link between vaccination and autism: Correcting false claims with facts Describing disease risks to unvaccinated children Disease narrative/”True Story” Disease images Vaccine Promotion Messaging


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“False beliefs, it turns out, have … to do with self-identity: What kind of person am I, and what kind of person do I want to be? ” Stephan Lewandowsky, researcher on misinformation and false beliefs


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let’s try something together


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Do you use: UX Toolkit


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Do you use: Personas? UX Toolkit


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Do you use: Personas? User stories? UX Toolkit


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Do you use: Personas? User stories? User Experience Journeys? UX Toolkit


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Patient Experience Journeys PM 360 pharmaceutical marketers


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The user’s experience doesn’t begin with a website or app…


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But with the narrative they create about their condition I’m going to prescribe some medication, but you also need to make some changes I’m not normal. Who will want to be around me? My life will never be the same.


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Empowering users may hold the key


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Empowering users may hold the key Co-creating goals and plans


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Empowering users may hold the key Positive feedback loops Co-creating goals and plans


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thank you!


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