Transcript Slide - California State University Channel Islands

Design Thinking
Case Study: MeYouHealth.Com
Minder Chen, Ph.D.
Professor of MIS
Martin V. Smith School of Business and Economics
California State University Channel Islands
[email protected]
[email protected]
Design for Growth (D4G) Process and Tools
© Minder Chen, 2012-2014
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© Minder Chen, 2012-2014
工研院 產業服務中心
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Tools in the Toolbox
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MeYouHealth.com
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Founder
• Development work (Ethiopia)  Public health project
(Boston University)  Founded QuitNet.com
• Rich repertoire and ready to innovate.
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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.
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Innovator's Dilemma at Healthways
• 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 (encroach) 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.
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Barrier to Well-Being: Quantitative Data
• Healthways Well-Being Index based on
quantitative data.
• 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 "WellBeing 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.
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Health Wellness and Innovation
• http://www.healthinnovationcouncil.org/
Report from the council (link)
News
in Chinese
(link)
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Health Care Cost Is On the Rise
Some estimate that an unhealthy
population costs U.S. employers $576
billion annually.4
Source: Report from the council (link)
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Source: Report from the council (link)
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Call to Action at Individual Level
To improve the health and wellness of
individuals, employers should implement
comprehensive health and wellness programs for
employees that address the following needs and
begin tracking and sharing outcomes to promote
learning and improvement:
1. Nutrition and physical activity
2. Tobacco cessation
3. Emotional and behavioral health, including
stress management and depression
4. Condition management, including chronic
disease management.
Also at community Level and the Health Care Systems
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Source: Report from the council (link)
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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.
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Design Consultancy
• Enlisted help from Essential Design
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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.
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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 handson 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.
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Design Thinking Research Techniques
Design thinking : business innovation, Dec. 2012
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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
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One of the Tools Used to Understand Potential Users
• Qualitative vs. Quantitative
• Number of subjects studied: 36
enough to
inspire more
creative
thinking
about how to
engage them
• 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.
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Personal Journal
• Capture the rhythm of their lives for a week noting specific
experiences that affected their well-being.
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Predictive Tool: Visualization
Each 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.
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Wellbeing Personal Connection Worksheet
• Social graph visualizing and indicating impacts
of group of people to their health
Pinwheel
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Wellbeing Goals in a 2x2 Matrix
攝氧量(oxygen consumption, VO2)
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Mind Mapping Tool
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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
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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
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Different Approaches to Improve Wellbeing of Different Persona
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Different Approaches to Improve Wellbeing of Different Persona
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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.
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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.
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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.
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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)
http://meyouhealth.com/monumental/
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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.
“ 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://challenge.meyouhealth.com/signup
https://www.youtube.com/watch?v=YaWYKQ9vv8w
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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.
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Demonstrating Health Outcomes
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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.
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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.
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Using Electronic and Social Media Tools to Improve Wellness
Leverage the use of electronic and social media
tools to increase accessibility of, interest in, ease of
use of, and adoption of health and wellness
programs:
1.Online educational resources and programs
2.Interactive tracking tools, such as those that track
medications
3.Self-monitoring tools, including those that connect
with personal devices
4.Online communities to provide peer support
5.Online “coaches” to increase accessibility of support
6.Patient access to information contained in electronic
health records
Report from the council (link)
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• http://www.fitlinxx.net/pebble-activitymonitor.htm
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http://www.mynetdiary.com/
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Design Thinking Approach
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Design Brief
Project
Description
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?
Exploration
What key questions will you need to answer through your
Questions
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?
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Concept Pitch
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