Medistim has a global position in delivering medical devices that provides quality assurance during surgery, but wanted a better understanding of their customers needs and to build capabilities for a human-centred approach. In this session Medistim and Livework will share experiences from conducting insight together in four different countries, building internal capabilities and translating insights into strategic recommendation.
Building internal capabilities on all levels to reveal the missing link
1. 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
2. Nurse innovator with
Caroline Chaffin | Service Designer | Livework Studio
design as ammunition
www.liveworkstudio.com
caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | #DesignerNurse
7. It can be a matter
of life and death
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
8. I saw opportunities
to innovate everyday
Credit:http://nursegrid.com/blog/nurses-preventable-readmissions/
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
9. What stopped me was
my role in the system
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
12. Credit: eonimages.com
The battle against a
broken (health) system
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
13. THE FOLLOWING CONTENT MAY BE
DISTURBING TO SOME VIEWERS
ACCORDINGLY,
VIEWER DISCRETION IS ADVICED
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
WARNING
15. Case Study
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
16. Measure blood flow and
look for blockages in the
artery to quality assure the
bypass procedure
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
17. 2.Surgeon:
Managing probe
(flow or ultrasound)
1. System operator:
Managing System
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Surgeon
views data
Team
communicates
18. 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
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
19. Customer Lifecycle
How to improve
hospital adoption
of Medistim's
technology?
How to improve
sustained use
of Medistim's
technology?
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
20. How to provide more customer
value and in return maximise use?
From
Convincing
To
Listening
From
Product-centered
To
Human-centered
From
Insight
To
Strategy
21. United States Netherlands United Kingdom Germany
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
22. WARNING
THE FOLLOWING CONTENT MAY BE
DISTURBING TO SOME VIEWERS
ACCORDINGLY,
VIEWER DISCRETION IS ADVICED
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
26. Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Standard
of Care
Key Barrier 4
27. Tool
Need Eco-System
Provided a holistic view of
all, interconnected needs and
challenges
Revealed four, key themes:
Policy, Knowledge, Product
and System Interaction
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
28. Tool
B2B Lifecycle
Revealed the customer
interactions that
needed most attention
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
30. Right Evidence
Right Person
“The only way to actually get buy-in is to provide evidence that
Medistim improves the standard of care”
- Surgeon
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Theme: Policy
31. 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”?
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Outcome
32. Systematic Training
Over Time
“Learning, teaching and education is the
best way to go”
- Surgeon
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Theme: Knowledge & Product
33. Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Training at Users
Own Premises
• E-learning: Access at the users’ own premises
• Team: Training surgeon and system operator as a team
• Simulation: A setting that is not at high stake - to practice on correct use
• Super users: Offer more support - locally
• Quality assure trainers: Making sure all trainers have sufficient knowledge
Outcome
34. Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Simplify & Enhance
Data Interpretation
“We want a measurement that says ‘OK’ so you
know that your work is done well”
- Surgeon
Theme: System Interaction
35. Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
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
37. “Touching more than
1 million beating hearts”
- Medistim
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
Credit: https://imgur.com/gallery/4ALOI
38. Credit: eonimages.com
Service Design as
ammunition
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
39. Credit: http://metro.co.uk
Team up with
champions who
know the battlefield
Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
I was 22 years old, had just completed my degree in Nursing
And I believed that I could make a different
And I did - BUT…
As front line staff the reality is that there are few resources
High pace, Little time and time is often critical
I still remember the shift where I had 6 patients, but one required all my attention
I recall standing in the room hearing the calling going off in the hallway
not knowing if it my other patients calling because I never had time to even say hello
a second in healthcare: Can be a second between life or death situation
As a health care professional you meet people in their most vulnerable situation
I have taken part in saving lives
But also, to let go of lives
Even the lives who had just started
But, because I worked close with patients, care givers and staff everyday
I saw opportunities to innovate
So, why didn’t I?
Well, it wasn’t time, nor creativity that stopped me
What stopped me was my role in the system
It was my role as a nurse
In 2010 I discovered a hospital unit treating ideas and started working as an innovation advisor
One day NHS England shared how they were using designers
to look at how surgeons could improve their routines
Ever since that day, my focus has been to gain knowledge and experience within service design and innovation
Working as an innovation advisor, at Oslo University hospital
As an in-house designer at Mayo Clinic in the US
and today working as a design consultant at Livework Studio
Because I knew that I needed the right tools and ammunition
in the battle against a broken health care system
What I’m about to show you is very much taken from real life
As a Nurse, I’m used to this
But for some, these images can reveal a little to much of our inner self
(Click to start)
Earlier this year, I found myself standing in an operating theatre steering at a beating heart
Suddenly I was the designer, observing a surgical team
The case I am presenting, is an “Insight project” Livework conducted for Medistim
Medistim provides medical technology, used during a heart bypass surgery
Which is: When you replace a damaged artery on the heart, with a healthy one from your leg
During Heart bypass: Surgeons use Medistim
To measure blood flow
Look for potential blockages using ultrasound
To feel confident that the surgery went well
Using the technology requires a team of two people;
one holding the probe and interpreting the results
the other managing the system.
Problem is, many surgeons only use their fingertip
Feel if the bloods flowing normally through the new vein
Not sufficient enough - worst case scenario: new heart failure
Lot of pride in their work - worst fear is to be woken up to re-operate a
So, Medistim technology much better option
Why Service Design?
Hard to convince hospitals to start using their technology
Better understand how to improve adoption?
Some hospitals bought Medistim, but stopped using it
Better understand how to improve sustained use
By listening to customers’ needs
Medistim wanted to understand what would provide most value
which in return could help maximize use of their technology
Wanted more human-centered approach to problem solving.
So, we trained staff in design research
And travelled together, covering a total of four countries
To meet people using their technology
To warn you, I’m going back to the video
(Click to start)
We all have tissue outside our veins.
Maybe even more fatty tissue if bypass surgery
Tissue needs to be removed for the product to work well
Surgeon having a hard time fitting the probe
Imagine cutting on a healthy artery you just replaced
Not try, unless you feel confident - right?
(Click to start)
People weren’t sure what the data was telling them - “good or bad”
Not confident that they quality assured the procedure
If you already trust your fingertip – so why not use it?
(Click to start)
In a situation at high-stake, like an open-heart surgery
Not knowing how what to do can have serious consequences
Since the system requires collaboration, both members need to feel confident
Fortunately, Medistim supported a member who didn’t know the system
But we were just lucky this one time, due to our observation
Many hospitals don’t require Medistim as quality assurance
The surgeon can choose if they want to use it or not
To convince the hospital, all the above needs to be in place
Because surgeons high influence when adopting new system
Based on observation and interviews we saw four, key themes related to adoption and sustained use
We created a “Need Eco-system” highlighting the themes: Policy, Knowledge, Product and System Interaction
Tool helped us validate insight across offices in different countries
Became a valuable discussion tool with Medistim, to prioritize strategic efforts
Also, by connecting our insight, to each step of the customer lifecycle
We saw which customer interactions needed most attention
It became clear that adoption starts early, on different levels
and that it takes time to become confident, using the system.
As a result, Medistim have reprioritised their strategic efforts and added new initiatives to help maximize use of their technology
We know that evidence is important in all settings
As health professional - everything in health care needs is evidence based
“Only way to get buy in…. evidence…standard of care”
“We need to climb the same mountain and have the same map”
More internal alignment, clearer roles to provide a consistent message to their customers
Result: More human-centred approach to problem solving
They have gathered sales leaders around the world in a workshop
Come up with new strategies, asking: Who, What, How?
Which includes, looking at their own - internal roles
(Click to start)
Reality of front line staff: little time, few resources and time is critical
Users need to be able to train individually, at their own time
Ensure training as a team
Ensure correct use and good communication - not just focus on surgeon
“Teaching, training and education is the best way to go”
Medical technology long and slow process due to compliance
Natural focus often on the product itself
Realised how improving other areas of customer interaction
Can provide high value, with less effort
Re-prioritised: training, adding new initiatives
(Click to start)
We realised that sound very useful for interpretation
Even more important than surgeons realised themselves
Need confirmation that they quality assured procedure
“We want a measure that says OK – so you know that your job is done well”
Standing in an operating theatre, requires a lot of focus
Looking how the system can enable surgeon to use all senses
Hear if blood flows well, not just seeing it - future; interact independently
They also want to make sure the surgeon sleeps well at night
By looking at how the system can support data interpretation
Customer couldn’t be here,
Reached out to hear our client experience
Tore Skjeggestad: Product Manager in Medistim and Project Lead
(Click to start)
Having touch many hands as a health care professional
Case clearly illustrates - Working as designer affect millions of lives
Patients and caregivers - go back to life, feeling safe about procedure
Front line staff - sleep well at night
Executive leaders - can feel confident, that they provided, the best possible care
Service design has given me the necessary tools and ammunition
Needed to challenge old, traditional systems in our modern world
- Not just health care
Excited to meet all of you
See how we can bring design to the next level = Designing at scale
Remember to always team up with local champions
Who knows the true reality of the battlefield
to avoid getting wounded
Still have a long way to go