We spend a lot of time designing the bridge, but not enough time - - PowerPoint PPT Presentation

We spend a lot of time designing the bridge, but not enough time thinking about the people who are crossing it. 


• Dr. Prabhjot Singh

U-Sentric provides qualitative insights about patients, their context, and their ecosystem.

INSIGHTS

U-Sentric supports the translation of insights into patient-driven innovations through various forms of design

DESIGN

U-Sentric supports innovation efforts geared towards patients through coaching, training, and more.

INNOVATION

U-SENTRIC COMPANY PROFILE

U-Sentric was founded to narrow the gap between companies and the people they serve. Since 2007, we have been helping companies better understand their end-users by providing insights captured through nontraditional forms of research such as observational and contextual inquiries.

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MARKET RESEARCH VS. DESIGN RESEARCH

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WHAT PATIENTS DO HOW PATIENTS USE A PRODUCT SMALL SAMPLE SIZE DEEP INSIGHTS FOCUSED ON BEHAVIOUR AND CONTEXT UNDERSTANDING THROUGH EMPATHY DEFINING DESIGNS

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EXAMPLE: OBSERVATIONS, DIARY STUDIES WHAT PATIENTS SAY WHAT PATIENTS BUY LARGE SAMPLE SIZE BROAD INSIGHTS FOCUSED ON DATA UNDERSTANDING THROUGH LOGIC DEFINING SEGMENTS EXAMPLE: ONLINE ONE-WAY SURVEYS SURVEYS

Collecting Qualitative Patient Insights revolves around gathering deep insights into your Patient’s attitudes, behaviour, and context in order to guide the strategic development of solutions, communication campaigns, care systems, protocols, and more. This is often mistaken with market research, which differs on key aspects:

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• 1. CONTEXT
• 2. COMMUNICATION
• 3. MEDICATION
• 4. ASPIRATION
• 5. ECOSYSTEM

What does the context of a patient look like and how does it influence their condition? What kind of information do patients need and where do they go to find it? Who do patients talk to about their condition? How does a patient use and store their medication? How are medical solutions perceived by the patients and how can they be improved? What do patients want to achieve and how do they perceive the hurdles created by their condition? What does the social ecosystem of the patient look like, and how important are the different nodes in this system? What kind of patient journey has the patient gone through?

GATHERING INSIGHTS

Patient insights can span broad and diverse topics. Some of the most important insights to understand are the patient’s context, his or her communication needs, how they use and store their medications, their dreams and aspirations, and the ecosystem they interact in.

USING INSIGHTS

Qualitative patient insights can be used in many ways. First and foremost they are used to better understand patients and optimise their care. Secondly, these insights can be used to validate ideas and concepts with target patients. Lastly, when a product has been developed, user insights can be used to

• ptimise how the solution is communicated and marketed.

DEEPLY UNDERSTAND TARGET PATIENTS

We can help companies better understand a target patient in their own context. These insights can be used in new product development or in marketing and communication strategies.

FIND NEW OPPORTUNITIES TO PROVIDE CARE

By deeply understanding the patient, we can help companies come up with new and innovative ways to provide care.

VALIDATE IDEAS & CONCEPTS

When companies have new ideas on how to provide care to patients, we can quickly test these concepts and ideas to verify whether or not they are viable.

TEST PRODUCTS & SERVICES

Once a product or service has been created, we can test these products with patients in order to , for example, see how they can be improved to increase adoption.

A GLIMPSE INTO OUR TOOLBOX

CONTEXTUAL INQUIRIES

The contextual interview is a type of interview used in situations where we want to gather information about the environment the individual lives and/or works in. This tool is more useful when the individual and the context are inherently linked, e.g., a surgeon in an operating room or a teacher in a classroom.


OUTCOMES: Contextual inquiries will yield deeper insights because the researcher will have control of the interactions. Additionally, the information is less prone to interpretation as the researcher can ask clarifying questions.

OBSERVATIONAL STUDIES

Observational studies revolve around intently observing individuals as they perform specific tasks. The goal of an

• bservational study is to deeply understand how something is

used in its intended context-of-use.

OUTCOMES: Observational studies will yield a very specific use-pattern of individuals as they perform tasks/their work/..., but it will also allow you to take an ‘inside’ look into certain activities and interactions. This ‘inside’ look will provide insights into actions the user takes for granted, and solutions the individual uses to compensate for lacking features.

DIARY STUDIES

Diary Studies are a form of longitudinal research involving a fixed group of participants. These participants are asked to report on activities and actions related to a specific topic of interest to the researchers, and these reports then form a log that can be analysed to find problems, opportunities, and more.

OUTCOMES: As diary studies are based on self-reporting, such a study will yield a vast amount information about what patients deem important to report about their disease. This provides an unfiltered look into the everyday lives of a patient.

WALK-A-MILE STUDIES

Walk-a-mile studies are useful to map how individuals experience a service. By accompanying somebody as they go through the motions, the observer is able to ask questions as actions and interactions unfold. This provides an in-depth mapping of the patient’s journey, but has the additional benefit

• f being able to dig deeper if the need would occur.

OUTCOMES: walk-a-mile studies are best used to map the experience and actions an individual takes over a certain period of time or during an experience. It will enable the researcher to gain empathy with the patients and their experiences as they will do the same things as the patients do during their

• journey. The outcome is a detailed journey report, with insights into specific

action points.

USER TESTING

User Testing is a valuable tool to thoroughly map how target demographics interact with certain solutions, be it digital or

• physical. As the goal here is to understand usage, we take a

deep dive into the interactions the solution should enable, and how these interactions are obstructed or could be improved. These tests also yield insights into features or other solutions the user wants, but are missing.

OUTCOMES: A deep understanding of user-flows, usability problems, improvement

• pportunities, an insight in how users actually use and understand your

product and an insight into how users value various features a solution might bring.

CO-CREATION

Co-Creation workshops are best used to uncover how individuals think about certain problems and solutions. These workshops entail bringing target users together to gather feedback and input about how they would interact with new

• concepts. Co-creation workshops should only be used as an

addition to interviews and observations, and not as the foundation of all patient or user research.

OUTCOMES: Co-creation workshops will yield insights into the unmet wants and needs

• f users, how they would use solutions to solve problems, the train of

thought of potential customers, and potential validation of new concept and ideas.

WHAT ELSE DO WE DO?

DESIGN

Whether the outcome is a digital or physical solution, we can support teams during their translation of insights into new concepts and ideas by developing concept drawings, blueprints, service outlines, and more.

CONCEPT CREATION

To get a basic idea of what a product or service looks like, we create concepts that represent the value of the finished product to the potential patients.

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DIGITAL BLUEPRINTS

With digital products there are many aspects to take into consideration, and U- Sentric has extensive experience in the creation of feature hierarchies, Information architectures, user flows and more which are needed to create digital solutions.

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CONCEPT DESIGNS

If a higher level of tangibility is needed we can create those as well. This can range from clickable prototypes to 3D printed prototypes.

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SERVICE DESIGN

We can provide the groundwork of what your service would look like and how the patient journey will unfold.

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PATIENT CENTRICITY COACHING

To support our partners in adopting a more patient-centered approach, we provide trainings and thorough bootcamps. These trainings and bootcamps explain how to collect deep patient insights, analyse them, and use them to better serve patients and stakeholders alike. The trainings we provide can be adapted for those teams or departments starting with patient centricity, or those that have a good grasp of the process and want to learn more.

PERSONAL TRAININGS & COACHING

We provide in-depth trainings and coaching to companies, teams and individuals wanting to learn how to apply human-centered design. These training sessions can range from 2-hour inspiration sessions to longer coaching sessions focused on supporting a team over an extended period of time.

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BOOTCAMPS

For companies that want to immerge a larger group, we tailor make bootcamps that take employees through the entire process. This is hands-on and focused

• n applying human-centered methods and techniques.

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SOME OF OUR CASES

INSIGHTS CONTEXTUAL OBSERVATION DESIGN GUIDES

ANAESTHESIOLOGY

In order to create the blueprint for a new anaesthesiology machine, we were asked to analyse what anaesthesiologists actually need and use during their time in operating rooms. We gathered these insights by spending hours in operating rooms observing how clinicians used current machines, and how they could be improved. OUTCOMES: A detailed behavioural analysis of what clinicians want and need and a translation of these insights into a blueprint to guide the industrial design of the new anaesthetic machine.

SCHIZOPHRENIA

We were asked to ensure that a new solution for schizophrenia would be properly applied by care providers. To do so we observed and interacted with healthcare providers to see how they prepared and administered the solution. These insights were used to improve the manual and come up with new product designs.

CONTEXTUAL OBSERVATION INSIGHTS GUIDES TO IMPROVE INSTRUCTION MANUAL & SYRINGE

OUTCOMES: A deep dive into how care providers would use this new solution in actual settings. The insights resulting from these inquiries were then translated into designs that would overcome the

• bserved hurdles.

CONTEXTUAL OBSERVATION NEW INTERFACE PROPOSITION DESIGN GUIDES

LABORATORY

We were asked to improve the way laboratories handled and managed incoming information. The current process was causing significant trouble for the employees, as they were making a non-neglectable amount of mistakes. By observing employees we were able to map their routines and create an interface that fit better their needs and dramatically reduced the number

• f mistakes made.

OUTCOMES: By deeply understanding the work conditions and routines of these lab technicians we were able to adapt mandatory software in such a way that it coincided better with the actual working flow within the laboratory, reducing mistakes and increasing enjoyability.

MAPPING ROUTINES IMPROVING APPLICATION THROUGH CO-CREATION

CARE PROVIDERS

A solution was created to alleviate the work of nurses taking care of children with diabetes. The solution enabled nurses to input crucial data which would in turn facilitate the follow-up process. Yet it seemed that the solution was causing tremendous trouble for the nurses. U-Sentric, was asked to find out what these problems were and how they could be eliminated. OUTCOMES: By deeply understanding how nurses provide care to children, it was easy to see why the digital solution wasn’t working. This understanding was then relayed to the development team who now has a better grasp of how care actually unfolds.

Nicolas Schepers nicolas@u-sentric.com +32 486 79 72 66 Arne Jansen arne@u-sentric.com +32 494 61 73 69 Annita Beysen annita@u-sentric.com +32 475 69 01 29

WP2 — T2.1. GATHERING END USER REQUIREMENTS WP2 — T.2.5. CONCEPT DESIGN

ROLE OF U-SENTRIC

U-Sentric has the lead in Work Package 2 and is responsible for Tasks 2.1. and 2.5. There is also a role for U-Sentric in Work Package 4 where we are responsible for Task 4.2. OUTCOMES: An innovative wearable tag for Dementia patients at different disease progression stages that are suitable to both their needs and the needs of the carers. A sensor tag suite that is capable of providing proximity and location information for the wearer, that is low cost, robust and energy

• efficient. The tag and sensors have to provide the right information and patients have to want to

wear it and keep on wearing it.

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WP4 — T.4.2. CREATING TEST SCENARIOS

WHY CARELINK?

HEALTH IS STRATEGIC FOR U-SENTRIC

Health has always been strategic for U-Sentric, as a natural extension of ‘customer driven innovation’. Recently we have created 3 main pillars within U-Sentric. Now, next to customer- centered we are also explicitly focusing on Patient Driven Innovation and Citizen Driven Innovation.

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