MeYouHealth.Com Minder Chen, Ph.D. Professor of MIS Martin V. Smith School of Business and Economics...

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MeYouHealth.Com

Minder Chen, Ph.D.Professor of MIS

Martin V. Smith School of Business and EconomicsCalifornia State University Channel Islands

Minder.chen@csuci.edu

Design Thinking: Creativity & Innovation- 2© Minder Chen, 2012-2014

A Starting Point of Innovation

A customer friction (pain) is a (re)discovered of relevant and often unmet needs in a recognizable situation from a target group.

– Adapted form http://www.innovationexcellence.com/blog/2011/07/08/solve-customer-frictions/

Finding the Sweet Spot

http://www.ideo.com/images/uploads/news/pdfs/IDEO_HBR_Design_Thinking.pdf

Design Thinking: Creativity & Innovation- 4© Minder Chen, 2012-2014http://www.ideo.com/images/uploads/news/pdfs/IDEO_HBR_Design_Thinking.pdf

The Design Process

Inspiration (1)

[ Inter-disciplines ]

Inspiration (2)

Extreme Users

Technology Enablers

Insights

PatternsThemes

Ideation

Usage scenarios

Customer Journal MapStory

Telling

Low-Fidelity Prototype

Quick (Low-Fidelity) Prototyping

• Read the IDEO Difference (link)

Fail often to succeed sooner.

Think with your hands.Building to think.

Ptototypes

• Eric Ries, author of The Lean Startup, calls such a prototype a minimum viable product, or MVP—representing the least amount of effort needed to run an experiment and get feedback.

• Creativity requires cycling lots of ideas. The more you invest in your prototype and the closer to “final” it is, the harder it is to let go of a concept that’s not working.

• Prototyping quickly and cheaply also allows you to keep multiple concepts alive longer.

• Boyle’s Law (named after one of IDEO’s master prototypers, Dennis Boyle): never go to a meeting without a prototype.

Why Designers Should Never Go to a Meeting Without a Prototype

a project with Sesame Workshop to develop Elmo’s Monster Maker—an iPhone app that leads young children through the process of designing their own monster friend. They had an idea for a new dance feature in which kids could guide Elmo through different dance moves in sync with a simple music track.

Implementation

Design Thinking Process by Stanford d.school / IDEO

• http://dschool.stanford.edu/dgift/• https://dschool.stanford.edu/groups/designresources/wiki/36873/attachments/8a846/ModeGuideBOOTCAMP2010.pdf

“To create meaningful innovations, you need to know your users. Empathize and care about their lives.”

“Framing the right problem is the only way to create the right solution.”

“It’s not about coming up with the ‘right’ idea, it’s about generating the broadest range of possibilities.”

“Build to think and test to learn.”

“Testing is an opportunity to learn about your solution/assumptions and your user.”

IDEO: Inspiration Ideation Implementation

Three Attributes of User Experiences

• Experience, Expectancy, Envy

• Excitement, Enjoyment, Enforcement

• Entertainment, Esthetic, Escape, Education

Product Experience

Four Principles for Practicing Design Innovation

1. Build innovations around people’s experiences

2. Think of innovations as systems and not just products

3. Cultivate an innovation culture in organizations

4. Adopt rigorous design processes and structured methods

Design for Growth (D4G) Process and Tools

Tools in the Toolbox

MeYouHealth.com

Founder

• Development work (Ethiopia) Public health project (Boston University) Founded QuitNet.com

• Rich repertoire and ready to innovate.

The Context• MeYouHealth, a subsidiary of Healthways, a global

company offering comprehensive solutions to improve well-being and decrease health care costs.

• Design's Contribution: Bringing qualitative approaches to a quantitative corporate environment.

• Healthway is the global company helped employers improve their employees' health, and thereby decrease their health care costs, through a portfolio of tools and interventions designed to educate people on how best to use available health care services and care for themselves more effectively.

• Healthways (Nashville) acquired QuitNet.com. Around 2007, Chris was asked to implement social Web and mobile applications capable of solving big behavioral health problems.

Innovator's Dilemma

• The innovator's dilemma- the processes that sustain growth and operational capabilities are at odds with the projects for building innovative new products.

• Create a wholly owned subsidiary, called MeYou Health.

• They would rather own disruptive technologies and products and disrupt themselves than be disrupted by a competitor.

• Healthways had been very successful in using large amounts of data to develop sophisticated algorithms for predicting risk in disease and health management.

Barrier to Well-Being: Quantitative Data • Healthways Well-Being Index based on quantitative

• 6 Dimensions: Emotional, physical, behavioral, work environmental, access to health resources, overall life outlook.

• In 2008 Healthways had announced a 25-year partnership with Gallup to quantify and monitor changes in the state of the country's well-being. The output of that partnership, the "Well-Being Index," involved completing 1,000 telephone surveys every night. Healthways also developed a well-being assessment for individuals.

• Well-Being Index won't tell you how to move forward or how to engage people in a way that they find satisfying.

• It didn't explore it as a human phenomenon Understanding well-being deeply enough to change it.

MeYouHealth Business Model

• How to engage people in anything to do with their well-being

• MeYouHealth is a well-being company dedicated to engage, educate and empower individuals to pursue and maintain a healthy life.

• Helping large employers and insurers reduce employees’ health care costs by creating a business model based on the notion that social networks can improve well-being and help people help themselves.

Design Consultancy

• Enlisted help from Essential Design

Special research challenges

• Potential customers for this service were so diverse-ranging in age from twenty to seventy and with a mixture of family situations, motivation levels, and technological savvy.

3 Stages of Research for Developing Novel Ideas

• Exploratory, which focused on developing empathy for users through such techniques as ethnography and shadowing.

• Co-creation, which gave people an opportunity to create something in a hands-on activity, using, as a starting point, some hypotheses about what users value;

• Evaluative, which tested hypotheses as one moved from low- to high-fidelity prototypes and minimum viable products.

Design Thinking Research Techniques

Design thinking : business innovation, Dec. 2012

Represents samples qualitatively and seeks profiles of extreme users, because unusual and obscure observations may lead to new and interesting ideas.

Source: Design thinking : business innovation, Dec. 2012

One of the Tools Used to Understand Potential Users

• Qualitative vs. Quantitative• Number of subjects studied: 36• Deep with small number vs. wide (shallow) with large number • Find out stakeholder’s unarticulated needs• Longer interview and messier data collected • The study is not to prove that our idea is good. It

is to inspire us to have better and more innovative ideas.

enough to inspire more creative thinking about how to engage them

Personal Journal

• Capture the rhythm of their lives for a week noting specific experiences that affected their well-being.

Predictive Tool: VisualizationEach subject create a collage of images that symbolize their perceptions of well-being and their 5-year projection for themselves.

2 hours interview for each subject.

Wellbeing Personal Connection Worksheet

• Social graph visualizing and indicating impacts of group of people to their health

Pinwheel

Wellbeing Goals in a 2x2 Matrix

攝氧量 (oxygen consumption, VO2)

Mind Mapping Tool

Persona• A persona is an archetype of

an organization’s typical customer, and is defined primarily by a customer’s goals when interacting with the products. They are not real people, but are used to represent real users during the design process.

• Products generally have a “cast” of personas, ranging from 3 to 8, one of which is considered the primary persona. These are best presented as narratives. Providing a persona with real characteristics:

• Name• Age• Photo• Candid quotes• Personal information• Work environment• Computer proficiency• Motivation for using the product• Information-seeking habits• Personal and professional goals

• Evokes a strong sense of empathy in the project team

• Eliminates the need to design for an abstract, elastic “user group” whose goals and needs are not fully understood

• Facilitates user-centered design – the focus is now on the goals of your typical customer rather than the project team

Source: The ABCs of Personas: Design for People, Design for Success

7 Different Personas and What Motivates Them• Aware & Achieving, Me-Time Impoverished, Validation

Seeker, Enlightened and Discovering, Idle, Excuse Maker, Enabled

• Monumental mobile app with gaming feature Daily Challenge

Different Approaches to Improve Wellbeing of Different Persona

A Complete Picture

• Learn about the perspectives and attitudes and behavioral underpinnings of their customers.

• The power of combining qualitative and quantitative data for a more complete picture.

• Video is a powerful tool for conveying the human nature of stakeholders.

Gamification for Wellbeing• From the outset, Chris believed that games could play an

important role in behavior change, especially as a vehicle for jump-starting social connections.

• One crucial theme emerged from the interviews: that tiny, incremental changes can lead to bigger changes.

• Have minimum viable products (MVP) ready for launch as quickly as possible: Within 18 months, the MYH team had created and launched a dozen different products: websites, mobile applications, and Facebook and Twitter apps.

• Minimum viable products go one step further to engage early adopters.

• Build and test the product entirely in the context of a direct-to-consumer audience.

A Journey with a Support Group

• Help people in their journey (not goals) to improve their well-being by making it fun, by making it social-not knowing necessarily where they're going to end up, but ultimately we hope they'll be feeling a greater sense of well-being.

• Central hypothesis that online networks of people supporting one another can motivate the behaviors that increase well-being.

Monumental from MeYouHealth• Encourage taking steps instead of elevator.

• Track vertical steps & maps that progress against climbing a well-known monument such as the Eiffel Tower. (Validation Seeker)

Daily Challenge

Daily Challenge is a social well-being experience that allows you to improve your health in one small way each day. You complete simple challenges and share the experience with those closest to you -- all while you earn points, reach new levels, and get support from the Daily Challenge community.

https://challenge.meyouhealth.com/signup

“ Daily Challenge has been very helpful in suggesting small positive changes to my everyday life. I enjoy how simple, yet effective, each challenge has been. ”

https://www.youtube.com/watch?v=YaWYKQ9vv8w

Daily Challenge: Principal Metric

• Return engagement: the percentage of people who have used the product for a length of time and continue to use it.

• About two-thirds of Daily Challenge users are still active after ninety days. (Typically 20-30% at 30 days)

• After one year, 34 percent of our users are still using the product.

• Networking effects indicated by people form challenge groups and support groups in the application.

Demonstrating Health Outcomes

Wellbeing and Health Are Social Phenomena• Don’t underestimate the power of small and

incremental steps. when it comes to improving their well-being, people need tiny, repetitive pushes toward good decisions.

• Thinking smaller -- placing small bets and learning fast -- is an undervalued innovation strategy.

Design Thinking and Agile Engineering

• Institutionalizing the design thinking process and melding it with an agile engineering capacity to move much more quickly from ideation to proven product in the market.

• Don’t choose sides- work with both quantitative and qualitative data.

Design Thinking Approach

http://www.mynetdiary.com/

Design BriefProjectDescription

What is the problem or opportunity?Describe the project in a few sentences, as you would in an “elevator pitch.”

Scope What is within the scope of the project and what is outside it?What efforts sit adjacent to this particular project?

Constraints What constraints do you need to work within?What requirements must a successful solution meet?

Target Users Who are you designing for?Try to be as specific as possible. Whom do you need to understand? Why are they important?

ExplorationQuestions

What key questions will you need to answer through your research?What are you curious to learn about your stakeholders and how they think and behave?These may include stakeholder needs to understand better, emerging technical possibilities and new business models.

Expected Outcomes What outcomes would you like to see?Success Metrics How will you measure success?

Concept Pitch

MeYouHealth.Com Minder Chen, Ph.D. Professor of MIS Martin V. Smith School of Business and Economics...

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