Building internal capabilities on all levels to reveal the missing link
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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.
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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
- 3. Meetup Experience Design Presentation Title: Discussion Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com Credit:http://www.sfgate.com/
- 4. Health Care System = Battlefield Credit:http://www.sfgate.com/ Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
- 5. “I can make a difference” Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.comCaroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
- 6. Time is often critical Credit:http://www.smp.no Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
- 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
- 10. Credit: http://www.royalberkshire.nhs.uk/get-involved/about-our-collection.htm Units treating ideas? Designers in health care? Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
- 11. Credit: eonimages.com Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com Advisor In-house Consultant MBA Service Innovation & Design
- 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
- 14. Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com
- 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
- 23. Fatty Tissue Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com Key Barrier 1
- 24. Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com Data Interpretation Key Barrier 2
- 25. Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com System Knowledge Key Barrier 3
- 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
- 29. Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com Project Outcome Reprioritise and Renew
- 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
- 36. Caroline Chaffin | caroline.chaffin@liveworkstudio.com | @Liveworkstudio | @CarolineChaffin | www.liveworkstudio.com Tore Skjeggestad Product Manager, Medistim
- 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
Notes de l'éditeur
- Thank you!
- In 2008 I entered a battlefield
- More modernly called: Our Health Care System
- 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
- Thank you!