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Health+Design SummitJune 12 - June 14, 2012
The Health + Design Summit was made possible by the support of the American People through the United States Agency for International Development (USAID). The contents of these Summit materials are the sole responsibility of IDEO.org and do not necessarily reflect the views of USAID or the United States Government.
Health+Design SummitWelcome toDay One
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Health+Design SummitThe purpose of this summit is to bring together a diverse group of professionals to share knowledge, get inspiration, and jumpstart the innate creativity that exists within and beyond this community.
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Summit OverviewDay One:Inspiration
Day Two: Intuition+Insight
Day Three: Prototyping
•Why Design?
•Behavior Change+Design
•Outside Inspiration
•Private Sector Panel
• Interviewing+Observation
•Design Challenge
• Interview Prep
•Community Visits
• Insights+Opportunities
•Brainstorming
•Prototyping 101
•Building Prototypes
•Review+Share
•Sustainability
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Introduce Yourself+Your Inspiration
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Health+Design Summit
Why Design?
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Why Design?•Design is a mindset that can help you break down
barriers to innovation, and work outside the “box”
•Design can inspire creativity and a new perspective
•Design gets at the heart of what matters to people and why they behave the way they do
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What Is Design?Design is way of thinking that includes:
Inspiration
Insight
IntuitionExperimentation
Prototyping
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What Is Design?Design is way of thinking that includes:
Inspiration
Insight
IntuitionExperimentation
Prototyping
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What Is Design?Design is way of thinking that includes:
Inspiration
Insight
IntuitionExperimentation
Prototyping
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What Is Design?Design is way of thinking that includes:
Inspiration
Insight
Experimentation
Prototyping
Intuition
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What Is Design?Design is way of thinking that includes:
Inspiration
Insight
IntuitionExperimentation
Prototyping
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What Is Design?Design is way of thinking that includes:
Inspiration
Insight
IntuitionExperimentation
Prototyping
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Design Innovation Stories
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Bank of America: Keep the Change• Reframingthedesignproblem
• Buildingonexistinghumanbehaviortocreateaincreaseproductusage
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Zambulance
• Beempathetic;seethehumanneed
• Respectlocalintuition
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Emergency Room Experience• Putyourselfintheshoesoftheuser
orbeneficiary
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Emergency Room Experience• Seeopportunityallaroundyou
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Six Tools For DesignIn order to help adopt this mindset, we have a number of tools to put in your back pocket.
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1. Get Out ThereTools For Design
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2. Talk To ExtremesTools For Design
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3. Understand+Observe Tools For Design
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4. Work with Diverse Disciplines
Tools For Design
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5. Envision Ideas In ContextTools For Design
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6. Prototype Early+OftenTools For Design
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Behavior Change + Design
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The complexity of how we make decisions
Money
Info
Where you liveFamily
Busy
Lazy
Out
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Traditional Thinking•Change existing behavior
•Tell people what to do
•People are rational
•Blame people
Design Thinking•Create new behaviors
•Show people what to do
•People are human
•Blame design
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Behavior Change Design Principles
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Behavior Change Design Principles1. Respect the power of the default
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Behavior Change Design Principles1. Respect the power of the default
2. Show, don’t tell
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Behavior Change Design Principles1. Respect the power of the default
2. Show, don’t tell
3. Engage me as a social creature
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Behavior Change Design Principles1. Respect the power of the default
2. Show, don’t tell
3. Engage me as a social creature
4. Close the gap between cause and effect
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Behavior Change Design Principles1. Respect the power of the default
2. Show, don’t tell
3. Engage me as a social creature
4. Close the gap between cause and effect
5. Change the system, not just me
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The US has a significant problem with unplanned pregnancy, especially among unmarried 18- to 29-year-olds. Seven in 10 pregnancies in this demographic are unplanned, a statistic that applies to women of all ethnicities and socioeconomic status. Complicating matters are the social tension between abstinence-only and contraception-inclusive educators, and the hassle and expense associated with obtaining prescription birth control.
The US has a significant problem with unplanned pregnancy, especially among unmarried 18- to 29-year-olds. Seven in 10 pregnancies in this demographic are unplanned, a statistic that applies to women of all ethnicities and socioeconomic status. Complicating matters are the social tension between abstinence-only and contraception-inclusive educators, and the hassle and expense associated with obtaining prescription birth control.
Behavior Change Inspiration
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No Loo, No I Do: Leveraging the social dynamics of the community
Design Principles: • Changethesystem,notme• Engagemeasasocialcreature
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The US has a significant problem with unplanned pregnancy, especially among unmarried 18- to 29-year-olds. Seven in 10 pregnancies in this demographic are unplanned, a statistic that applies to women of all ethnicities and socioeconomic status. Complicating matters are the social tension between abstinence-only and contraception-inclusive educators, and the hassle and expense associated with obtaining prescription birth control.
Bedsider: Finding the right voice and modes of communication
Design Principle: • Closethegapbetweencauseandeffect
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Mimes In Traffic,Bogota:Using social norms to promote better civic behavior
Design Principles: • Show,don’ttell• Engagemeasasocialcreature
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Don’t Mess With Texas:Leveraging community pride
Design Principle: • Engagemeasasocialcreature
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Weight Watchers:Speaking to and supporting users through multiple touchpoints
Design Principles: • Respectthepowerofdefault• Closethegapbetweencauseandeffect
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Learnings from the Private Sector:Chikondi F. Mwanza, MTN
Brian Mweemba, Samsung
James Mbuzi, Tap Zambia
Joseph Kamba Kamba, Manzi
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Coming Tomorrow
The Design Challenge
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Health+Design SummitWelcome To Day Two
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Inspiration From People
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How to Interview• Using interviews as the source of inspiration requires
a different way of engaging and interviewing people with people
• Engaging people in their homes or surroundings gives an better understanding of who that person is and where they come from
• Interviewing in person those who will be hearing your message helps us understand how best to speak to them out in the world
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What To Listen For• Using interviews as inspiration is more about
understanding the whole person than searching for a specificanswertoaspecificquestion.
• Listen for clues that point to a person’s values, what they desire, who they aspire to be, or how they spend money.
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Creative QuestioningShow meIf you are in the interviewee’s environment, ask him/her to show you the things they interact with (objects, spaces, tools, etc). Capture pictures and notes to jog your memory later. Or have them walk you through the process.
Draw it Ask participants to visualize their experience through drawings and diagrams. This can be a good way to debunk assumptions and reveal how people conceive of and order their activities.
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Creative Questioning5 WhysAsk“Why?”questionsinresponsetofiveconsecutivean-swers. This forces people to examine and express the un-derlying reasons for their behavior and attitudes
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Creative QuestioningThink aloudAstheyperformaprocessorexecuteaspecifictask,askparticipants to describe aloud what they are thinking. This helps uncover users’ motivations, concerns, perceptions, and reasoning.
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Design Challenge:How might we design a communications campaign around alcohol abuse?
Teams
3 design teams; 6 field teams
Schedule
Interview preparationCommunity visits Insights + opportunities
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Design Challenge Rules1. Understand + observe
2. Respect diverse perspectives
3. Let your inner expert go
4. Be humble
5. Get out of your comfort zone
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Community Visits
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Interview Preparation Person focused on documenting
Person leading the interview
Two people fo-cused on taking notes
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Welcome BackReflectionsSurprises
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Behavior Change Design Principles1. Respect the power of the default
2. Show, don’t tell
3. Engage me as a social creature
4. Closethegapbetweencauseandeffect
5. Change the system, not just me
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Reviewing What You HeardCapturing all parts of your interview is essential to understanding the big picture.
1. Get back in your groups2. Write out what you heard3. One thought per post-it4. Say it out loud when you post it
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Uncovering themesTalk amongst your group about common themes and one-offobservations.Ask:
1. What were some shared challenges you heard?2. What were some unique obstacles?3. Are different patterns beginning to emerge?4. Are there interesting angles we might begin to explore?
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Considering New OpportunitiesFraming up the right question helps lay the foundation for idea generation. We call them “How Might We’s” and they’remeanttogetthecreativejuicesflowing!
1. Decide three themes your team would like to explore2. Make sure the question is big enough to generate a
lot of ideas but small enough to focus the topic3. Start each question with “How might we...”
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Health+Design SummitWelcome To Day Three
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Brainstorming Rules
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1Defer judgment
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2Encourage wild ideas
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3Build on the ideas of others
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4Be visual
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5Stay focused on the topic
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6One conversation at a time
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7Go for quantity
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Review+Voting
Most likely to succeed
Most innovative idea
Just want to try it
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What Is A Prototype?•Prototypeshelpdefineproducts,roles,services,
systems, spaces, and even business plans.
•A prototype is a both a question and an invitation to receive feedback.
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Types Of Prototypes
Product
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Types Of Prototypes
Product Software
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Types Of Prototypes
Product Software Space
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Types Of Prototypes
Product Software ServiceSpace
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Types Of Prototypes
Product Software Service SystemSpace
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Why Prototype? •“Fail early to succeed
often”•The more you build the
more you discover
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Some ways to think about prototyping:Learn By Doing.Understandthemindsetandexperiencesofpeoplebyexperiencingthemforyourself,firsthand.
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Some ways to think about prototyping:Learn By Doing.Understandthemindsetandexperiencesofpeoplebyexperiencingthemforyourself,firsthand.
Provoke Discussion.Testoutyourideastostimulateconversationamongstyourgroup.
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Some ways to think about prototyping:Learn By Doing.Understandthemindsetandexperiencesofpeoplebyexperiencingthemforyourself,firsthand.
Provoke Discussion.Testoutyourideastostimulateconversationamongstyourgroup.
Evolve Ideas.Useprototypingtorefinecertainelementsorfeaturesofanoveralldesign.
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Some ways to think about prototyping:Learn By Doing.Understandthemindsetandexperiencesofpeoplebyexperiencingthemforyourself,firsthand.
Provoke Discussion.Testoutyourideastostimulateconversationamongstyourgroup.
Evolve Ideas.Useprototypingtorefinecertainelementsorfeaturesofanoveralldesign.
Pilot TestGetyourprototypeoutintotheworld.Havepeopleinteractwithit,andcollecttheirfeedback.
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Prototyping Tips
1 In prototyping, the parts are greater than the sum. Break your visions into bite sized pieces that can be easily made and tested.
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Prototyping Tips
2 Don’t underestimate people’s imagination. Get it out into their hands earlier and more often.
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Prototyping Tips
3 Be ready to learn from failure.Don’t expect success, plan for iteration.
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Prototyping Tips
4 Prototype with anything.Anything can be a prototype.
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Prototyping Your Ideas
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Review+Test Prototypes
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Applying our Learnings• Think of your biggest health related challenge • Whatdoyouthinkisadifferentquestiontoask?• Wheremightbeadifferentplacetostartthinking
about the problem? • Whatwillyoudodifferentlytogaininspirationfor
your ongoing campaigns?
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Return To Public Health• Think of your biggest health related challenge • Whatdoyouthinkisadifferentquestiontoask?• Wheremightbeadifferentplacetostartthinking
about the problem? • Whatwillyoudodifferentlytogaininspirationfor
your ongoing campaigns?
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Sustainability
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Thank You