caroline chaffin: building internal capabilities on all levels to reveal the missing link

Building internal capabilities on all levels to reveal the missing link Case study: Medistim ASA

Caroline Chaffin | Service Designer | Livework Studio www.liveworkstudio.com | @liveworkstudio | @carolinechaffin

Meetup Experience Design

Presentation Title:Discussion

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Caroline Chaffin | [email protected] | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com

Credit:http://www.sfgate.com/

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Health Care System = Battlefield

Credit:http://www.sfgate.com/


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Time is often critical

Credit:http://www.smp.no


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It can be a matter of life and death


I saw opportunities to innovate everyday

Credit:http://nursegrid.com/blog/nurses-preventable-readmissions/


What stopped me was my role in the system


http://www.slideshare.net/hdelcastillo/business-model-innovation-for-small-businesses-business-ignite

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Credit: http://www.royalberkshire.nhs.uk/get-involved/about-our-collection.htm

Units treating ideas? Designers in health care?


Credit: eonimages.com


Advisor

In-house

Consultant

MBA Service

Innovation & Design


The battle against a broken (health) system


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ACCORDINGLY, VIEWER DISCRETION IS ADVICED


WARNING

Case Study


Measure blood flow and look for blockages in the artery to quality assure the bypass procedure


2.Surgeon: Managing probe

(flow or ultrasound)

1. System operator: Managing System


Surgeon views data

Team communicates

Trust their fingertips Most surgeons only rely on their fingertip when checking the blood flow and check for blockages during a bypass procedure. In worst case; it can lead to a new heart failure


UNAWARE AWARE INTERESTED TEST PURCHASE SET UP EARLY USE USE INCIDENT CHANGE RECONSIDER DISCONTINUE

Unaware of the existence of the brand

andproducts,and the

technique itself

Becomesaware of the brand and products,

and connects it to a

business and/or

performanceneed

Shows interest and requests, or receives an

offer for demo to act

upon

Receives a demo of the product and puts in an internal

request or decides not

to buy

Engage key decision

makers, gets approval and sets money

aside on budget

Receives and help set up the deviceand services,and clarifies

that the product is

approved for internal use

Early stages of being a user where

all team members

gets familiar with the company,

product line and services

Establishing regular

use of the product and

trusting relationship

with the company,

product line and services

Issue or incident

related to the company,

product line or services

occurs, which needs

to be resolved

A change in the situation

or circumstance

has an impact on

the contractor product

usage

Susceptible of seeking to offers and/or

re-considering the current

contract

Finish or terminate the

contract or/and

moves on to other

provider

Customer Lifecycle

How to improve hospital adoption

of Medistim's technology?

How to improve sustained use of Medistim's technology?


How to provide more customer value and in return maximise use?

From

ConvincingTo

Listening

From

Product-centeredTo

Human-centered

From

InsightTo

Strategy

United States Netherlands United Kingdom Germany


WARNINGTHE FOLLOWING CONTENT MAY BE

DISTURBING TO SOME VIEWERS

ACCORDINGLY, VIEWER DISCRETION IS ADVICED


Fatty Tissue


Key Barrier 1


Data Interpretation

Key Barrier 2


System Knowledge

Key Barrier 3


Standard of Care

Key Barrier 4

Tool

Need Eco-SystemProvided a holistic view of all, interconnected needs and challenges

Revealed four, key themes: Policy, Knowledge, Product and System Interaction


Medistim

Medistim

INTERNAL CAPABILITIES

HOSPITAL CULTURE

INTEGRATION

SYSTEM RELIABILITY HANDLING

PROBE FIT

ACCURATE DATA

INTERPRETATION

QUALITY ASSURANCEDRIVE

IMPLEMENTATION

EVOLVE

LABELLING

TEAM

MASTER QUICKER

GUIDANCEFROM SURGEON

CONVINCE

RESEARCH INCENTIVES

CASE STUDIES

NEED TO KNOW HOW TO INTERPRET DATA AND HOW TO MAKE CLINICAL SENSE OF IT

NEED TO HAVE A CULTURE WHERE IT’S ALLOWED TO ‘TRY & FAIL’

NEED AN EASIER, FASTER & MORE COST SENSITIVE WAY TO FIND THE RIGHT PROBE FIT

NEED A SYSTEM THAT IS RELIABLE & EASY TO USE TO MINIMISE TROUBLESHOOT

EXPOSED

INSECURE

DEPENDENCE ON OPERATOR

COMPLIANCE

BUDGET CUTS

MOTIVATIONPROOFPROFESSION

ROLE OF SYSTEM OPERATOR

RIGHT LANGUAGE

TRUSTMEASURES

INDIVIDUAL

RE-TRAINING

CONFIDENCE

NAVIGATION

IMMEDIATE MEASURES

ACT FAST &INDEPENDENT

POSITION IN OR

NEEDS & INSIGHTS

‘RIGHT FIT’

99,9 %

UNSKELETONISED VESSELS

MOVING HEART

CHALLENGES

SUPPORT

TRY & FAIL

IT SYSTEM

LOCAL INFLUENCERS & CHAMPIONS

ELECTRONICAL HEALTH RECORD

IDENTIFY& CONNECT

SELL

TRAIN

PROJECT DECISION MAKING

PRODUCT KNOWLEDGE

PROCESSES & STRUCTURES

FINANCIAL MODELS

STERILISATIONBUDGET DECISIONS

ECONOMY & RESOURCES

LOGISTICS

ACCESS DIFFICULT TARGETS

VALUE VS TEE

TIME

COST

Flow

Legend:

Imaging

LEAD INNOVATION

SYSTEM INTERFACE

VALUE

RESOURCES

INTEGRATION

TRAINING

SKILLS &EXPERTISE

GUIDANCE

TEAM COMMUNICATION

PSYCHOLOGYCLINICAL PROOF

SYSTEM INTERACTION

KNOWLEDGEPOLICY

PRODUCT

| Needs Eco-System

Tool

B2B LifecycleUNAWARE AWARE INTERESTED TEST PURCHASE SET UP EARLY USE USE INCIDENT CHANGE RECONSIDER DISCONTINUE

Activation needs tostart early and at different levels

Customers and users needs to understand the true value of Medistim, from the beginning and on different levels, in order for the system to be well integrated and pushed forward.

Individual

Service

System

KEY INSIGHT: POLICY

Training can be overwhelming and takes timeUsers need a more consistent way of learning how to use the system in order to build confidence, over time.

KEY INSIGHT: KNOWLEDGE

Knowing which probe to use, and using it correctlyUsers needs to have sufficient knowledge about how to use the product, or have a product that better support how it’s currently being used

KEY INSIGHT: PRODUCT

Seeing the value of using imaging and making it easierUsers need to better understand the value of imaging and how it compares to other products – they also need a product that enables better access and image quality.

KEY INSIGHT: PRODUCT

Knowing how to interpret and apply clinical dataUsers need to be 100 % confidence that the data is accurate, and have increased knowledge about how to interpret and apply it to their work.

KEY INSIGHT: SYSTEM INTERACTION

Quality 100 %

PROCEED

POLICY

KNOWLEDGE

PRODUCT

SYSTEM INTERACTION

Starts Early Takes time

Revealed the customer interactions that needed most attention



Project Outcome

Reprioritise & Renew Strategy

Right Evidence Right Person

“The only way to actually get buy-in is to provide evidence that Medistim improves the standard of care”

- Surgeon


Opportunity: Policy

Leverage Buy-In & Alignment• Who should approach executive leaders?• What material do we need to convince executive leaders vs. surgeons?• How can we provide more evidence; improving “standard of care”?


Outcome

Systematic Training Over Time

“Learning, teaching and education is the best way to go”

- Surgeon


Opportunity: Knowledge & Product


Prioritise Training Initiatives• E-learning: Train individually• Team: Train surgeon and system operator together• Simulation: Practice on correct use outside the operating theatre • Super users: Enable people to support locally

Outcome


Simplify & Enhance Data Interpretation

“We want a measurement that says ‘OK’ so you know that your work is done well”

- Surgeon

Opportunity: System Interaction


Explore New Functionalities• Senses: How can the users interact with the system - with all their senses?• Interpretation: How can our technology better support data interpretation?• Relevant: How can we simplify - showing the important parametres, in their natural

order?

Outcome


Tore Skjeggestad Product Manager, Medistim

“Touching more than 1 million beating hearts”

- Medistim


Credit: https://imgur.com/gallery/4ALOI


Service Design as ammunition


Credit: http://metro.co.uk


Team up with people who know the (battle)field

@CarolineChaffin [email protected] www.liveworkstudio.com @Liveworkstudio

CarolineChaffin Service Designer Livework Studio