HXR 2015: Amy's Kick-Off Message
by Amy Cueva, Co-Founder and Chief Experience Officer, Mad*Pow
It’s time for “believers in design” to reimagine health experiences.
Everywhere you look, design is helping governments, organizations, and businesses improve the quality of interactions with the people they serve, leading to experiences that are more meaningful and effective. Business leaders understand now more than ever that a continued focus on improving the customer journey is imperative to designing products that win, satisfy their customers, and empower their employees.
I believe it’s time to accelerate this kind of thinking in healthcare. It’s why Mad*Pow, helped to found Health Experience Refactored conference being held this year in Boston, April 1-2.
More and more, organizations are recognizing the importance of design and how it can be leveraged to improve the experiences of the people they serve beyond discrete interactions. Many are moving past the pure aesthetics of design (visual design, interface design) and are now valuing design as both an essential discipline and a critical factor for success (user experience design). Others are fostering empathy-driven cultures where human-centricity is woven into business practice (experience strategy, service design, design thinking, design training).
At Mad*Pow, I oversee our health practice where we work with organizations across the health spectrum, from nonprofits to the government to insurers, hospitals and healthcare technology companies. Over the years of working with clients to improve the interactions their consumers’ and patients’ experience, I’ve come to realize that there are many health needs that are not currently being addressed by any organization — because those needs very often fall outside of typical areas of ownership. It occurred to me that health organizations need to find new ways to work collaboratively, both inside and outside their organizations, to address people’s unmet needs and, instead, design a larger ecosystem focused on care. I realized that this, quite simply, comes to down to applying human-centered design and design thinking to the larger domain of health.
Fortunately, this is a truly exciting time. The design community is expanding to include many “believers in design” — designers, coders, technologists, entrepreneurs, as well as (in healthcare) clinicians, hospitals, biotech, pharmaceutical companies, insurers and nonprofits. Together, we have the opportunity to take a right-brain approach to solving healthcare issues and business problems. This is not just about interface design or product design; it’s about the entire patient experience, the organization, the services, the workflows — the way we think. As believers in design, we can and must take a leadership role in guiding organizations to be more human-centric, and help them to address unmet needs.
At this year’s HxRefactored Conference, we’re looking to re-engineer the entire health experience from many different angles, taking a multi-disciplinary approach to explore how science, behavior, psychology — as well as technology and design — can all coalesce to positively impact health.
Behavior Change — The exciting convergence of design, technology, and psychology enables us to create the solutions that will help people change their behaviors, as well as their lives. We’re taking a deeper look at people’s motivations, attitudes, and behaviors to explore how science, theory, and evidence can better inform the way healthcare products and services are created, designed, and implemented.
Service Design and Experience Transformation — How can we flip healthcare products and services on their head to remove the barriers and the frustrations to get us to better outcomes? We’ll look at new ways to redesign the “front of house” patient experience, while redesigning an organization’s internal structure to support it.
Organization Design/Change — What if we took an inside-out approach to healthcare services? How can we rethink the way we structure and run organizations — designing better teams, systems and workflows be more human-centric from the ground up?
Medication Adherence — Why do people skip or avoid taking medication, despite the dangers and the profound effects? It’s time to move beyond the notion that reminders will save the day, and look at the complex challenges people face when taking medicines to find ways that empathic design might inform products and programs to truly improve medical adherence.
Care Delivery Innovation — Today, more and more clinicians are thinking like entrepreneurs, and more and more hospitals are acting like tech companies. How can design thinking inform, improve, and propel this sea change?
Patient-Centered Design — How can we design a new ecosystem of care, with people at its center? It is possible to look past our separate objectives and, instead, see the ones we actually share? Together, we’ll look for opportunities throughout the patient experience and find ways to leverage and stretch existing services, and consider new ways we can connect, inform and engage people throughout their health journeys.
Clinician-Centered Design — How can human-centric design help us improve the clinician experience? It’s time for us to stop demanding that doctors be data-entry specialists and, instead, help them leverage data and information in new ways — with tools and technology they will actually use to improve care delivery experiences.
Health Literacy & Equity — How can we use design to better serve the health needs of the underserved? Levering science, design and technology, we can help people from all socio-economic levels to be aware of risks, understand the benefits of things like nutrition and exercise, and better manage chronic conditions and illnesses. It’s about moving beyond clear communications to developing new tools and approaches that are compelling, engaging, and human.
I believe to my core that design can help improve the human condition and I am not alone. As believers in—and practitioners of—design, it’s important that we continue to investigate models for communicating the benefits of design to executives and decision makers, immersing them in the process, and providing them with essential training, methods, and tools to aid their efforts. In addition to delivering exceptional experiences, our industry will be tasked with helping organizations transform themselves into being human-centered in all they do.
Sign up, Sponsor and Share- This year’s HxRefactored conference is a unique opportunity for believers and practitioners of design to come together to improve health experiences. If you haven’t signed up, be sure to register today. And don’t forget to share the news with your friends, colleagues and clients, so they can attend as well. Plus, there are still great opportunities to sponsor HxRefactored, where you can evangelize your products, attract great creative and technical talent, interact with the community, and learn about cutting-edge health design and technology. I look forward to seeing you April 1-2 here in Boston!