Patrick Quattlebaum, Managing Director, Adaptive Path The Softer Side of Design - The design process can be applied to solving problems as small as making a user interface more usable to addressing some of society’s most wicked problems. There’s a direct relationship between the scale of a design problem and the need for stronger soft skills. If you want to solve a complex problem and make an impact, you have to do more than thinking and making; you have to lead. In this talk, Patrick will share essential soft skills needed to design at scale and how to build those skills to the betterment of your career and the world around us. Patrick craves taking on the most complex design problems he can find regardless of the medium or context. He passionately advocates for elevating the humanity within institutions to ensure both business and community sustainability.

1. Patrick Quattlebaum
@ptquattlebaum
Iran Narges
@inarges
@adaptivepath
#xmapping
PATRICK QUATTLEBAUM
DUBLIN, IRE 12 MAY 2014
!
the softer side
of design

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GOOD EVENING

3. MANAGING DIRECTOR
AT ADAPTIVE PATH
STRATEGY, SERVICE DESIGN, &
MANAGEMENT CONSULTING
THIS GUY’S MAKING ME
A LITTLE UNCOMFORTABLE
ADAPTIVE PATH THE SOFTER SIDE OF DESIGN

4. HARD SKILLS
ADAPTIVE PATH THE SOFTER SIDE OF DESIGN

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HARD SKILLS ARE IN
DEMAND
ADAPTIVE PATH THE SOFTER SIDE OF DESIGN

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YOU’RE IN DEMAND
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EVERYONE WANTS A
UNICORN
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9. http://blog.washingtonpost.com/story-lab/assemblyline.jpgADAPTIVE PATH THE SOFTER SIDE OF DESIGN
THE UX/UI
ASSEMBLY LINE

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Yes, there’s a hard skills shortage in the market.
!
Yet, there’s a larger shortage of designers who
have both hard skills and soft skills.

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12. ADAPTIVE PATH THE SOFTER SIDE OF DESIGN

13. THESE ARE BOTH
DESIGNERS
SOFT SKILLS
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Design can be an
activity that an
organization embraces,
that everyone can be
involved in.

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The world needs more designers with the soft
skills to move groups of diverse people to
collaboratively solve complex problems.

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COMPLEXITY
OF PROBLEM
IMPORTANCE OF
SOFT SKILLS

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COMPLEXITY
OF PROBLEM
IMPORTANCE OF
SOFT SKILLS

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Empathy Storytelling Orchestration
ADAPTIVE PATH THE SOFTER SIDE OF DESIGN

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EMPATHY

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22. http://skepticism-images.s3-website-us-east-1.amazonaws.com/images/jreviews/Jean-Paul-Sartre-1947.jpg
Hell is other people.
John-Paul Sartre
ADAPTIVE PATH THE SOFTER SIDE OF DESIGN

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24. Mantra: Empathy for
infrequent fliers.
Empathy for infrequent
fliers. Empathy for
infrequent fliers.
Me, every time I travel

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We talk a lot about other people’s empathy.
!
But what about your own?
!
What about my own?

26. No man is an island,
Entire of itself,
Every man is a piece of
the continent,
A part of the main.
John Donne

27. No designer is an island.
Entire of itself,
Every man is a piece of
the continent,
A part of the main.

28. Whether you like it or
not, you have to work
with other people. You
can either work at them
or work with them. It’s
your choice.
Sarah B. Nelson

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CUSTOMER
STAFF BUSINESS
EMPATHY
TRIANGLE

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TIP #1: PRACTICE EMPATHIC LISTENING
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34. Empathic listening gets
inside another person’s
frame of reference. You
look out through it, see
the world as they see
the world, understand
their paradigm, and
understand how they
feel.
Stephen Covey
http://www.nonprofitcommunity.com/wp-content/uploads/2012/07/covey.png

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TIP #2: BE AN EMPATHIC ADVENTURER
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Get out of your daily
haunts, out of your
comfort zone, and into
the lives of others that
broaden and deepen
your understanding of
people and the way they
look at the world.

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TIP #3: READ MORE FICTION
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38. Transportation theory:
when people read
fiction, and they are
emotionally transported
into the story, they
become more empathic.
Bal and Veltkamp

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STORYTELLING

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STORYTELLING
The universe is made
of stories, not atoms.
Muriel Rukeyser

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WHY STORIES?
Helps you think through the experience
Makes an experience tangible
Allows you to easily communicate a vision to others
Creates a common understanding
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The best story wins.

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TIP #6: COLLECT AND TELLS STORIES
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The best stories are:
!
Authentically true
Connect at an emotional level
Have a clear beginning, middle, and end
Detailed but minimal
Delivered with passion

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Specificity is the
soul of narrative.
John Hodgman

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TIP #5: COMMUNICATE VISUALLY
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STORYTELLING
Human minds yield
helplessly to the
suction of story.
Jonathan Gottschall

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A VISUAL JOURNEY
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A VISUAL JOURNEY
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A VISUAL JOURNEY
PATIENT
ACTIVITIES
INFORMATION
NEEDS
Critical Moment
Patient sees Care
Provider
activities
i think i need helpstages discover what is wrong with me make me better maintain my new normal
1 2 3 4 5 7 8 9 10 11 12 13 14
Critical Moment
Patient needs JMH
Critical Moment
Severity of condition
can determine the
tone of the journey
Redirect
Get patient on correct
path: ER/UC/PCP
May have been
directed from
routine PCP visit
Critical Moment
Patient gets diagnosis
Critical Moment
Patient gets or starts
treatment
Critical Moment
Get patient on the
road to normal
Critical Moment
Patient sees Care
Provider
Redirect
Referred to Specialist,
patient is looking to
connect with right
Care Provider for them
6
+ ANXIETY
+ RELIEF
STORY ARC
The relative change in
anxiety and relief and the
range in patient stories
EXPERIENCE DRIVERS
UNDERSTANDING:
Building knowledge and clarity
REPETITION:
Multiplying the unknown
UNKNOWN:
Creating uncertainty and obscurity
STABILITY:
Progressing and sense of security
COMFORT:
Growing ease and alleviation
DOUBT:
Growing skepticism and mistrust
HIGH IMPACT
key moment
something feels
wrong
Unsure what is
wrong. Scare of
the unknown.
my needs
Validate that I
need help
key moment
decide to
get help
Confident I will get
help and hopeful that
I can get answers.
my needs
Be ready for me
key moment
monitor
treatment
Confident in my care.
Clear expectations of
what is progress.
Access to my Doctor
just in case.
my needs
Access to help
when needed.
Reassurance that
there is progress.
key moment
check-ups
Consistent access to
my Doctor. Confident
in my care and
prepared if anything
comes up.
my needs
Show me progress
key moment
see a specialist
Confident in my care
and trust in Doctor.
Empathy for my
situation.
my needs
Be my rock and hub
of information
key moment
choose
treatment option
Clear expectations of
how my life will
change with helpful
resources. Empathy
for my situation.
my needs
Understand how
this will impact me
long-term
key moment
talk to doctors
to see what is
going on
No empathy or
comfort. Feel rushed
and unimportant to
my Doctor.
my needs
Listen to me so
I can trust you
key moment
change
treatment
No set expectations of
progress. No confi-
dence in my care or
doctor.
my needs
Provide me options
key moment
get tests and
review results
No clear answer, so no
confidence in my care.
No expectations of
when we’ll know.
my needs
Need expert of my
disease to help me
Finding the right Care Provider who can act as a partner and set
clear expectations early in your journey is a key driver of overall
experience. Having access to this care is paramount.
Chronic Care
Patient Experience Map
check-ups
• Continue routine checks up and tests
• Repeat new treatments/monitoring if
needed
something feels wrong
• Having pain or onset of symptoms
• Notice a sudden change in at-home
monitoring
i think i need help
• Call Primary Doctor or a General Line
• Ask family/friends with similar symptoms
• Self diagnose
• Google triage
1
2
1
2
3
4
3
4
5 7
7
10
11
12
11
12
1413
1413
8
8
9
10
9
6
5
6
decide to get help
• Go to the ER or Urgent Care Center
• Schedule a visit with Primary Doctor
talk to doctors to see what
is going on
• Explain my symptoms
• Answer questions
• Visit PCP or Specialist
get tests and review results
• Nurse or techs administers tests
• Wait
• Get referral for Specialists
see specialists
• Doctor may give initial diagnosis
• Get more referrals
• Get additional tests
• See multiple Specialists
get diagnosis
• Ask additional questions
• Hear results of the tests and what
they mean
• Learn about diagnosis and what that means
• Do my own research to validate diagnosis or
learn more
choose treatment option
• Hear treatment option(s)
• Do my own research to validate
treatment decision
get treatment
• Get initial treatment administered by
Doctor or Nurse
• Receive follow-up instructions to monitor
get prescriptions
• Start an ongoing treatment, like medication
or at home care
• Receive instructions on how to continue
ongoing treatment at home
maintain overall health
• Fix other things that are impacted by my
chronic treatment
• Exercise and diet
• Get emotional and social support
monitor treatment
• Monitor and log progress at home or
through visits
• Monitor side effects and effectiveness
change treatment
• By phone or doctor's visits
• Change or add doctors if needed
• Repeat
something feels wrong
• Symptom checker
• Google triage
• Primary care phone number for triage
i think i need help
• Where do I go for what
• Triage Phone Number
• Insurance benefits - cost/benefit of where
to go
decide to get help
• Facility address
• Time of appointment
• Phone numbers
talk to doctors to see what
is going on
• Prepared questions
• What I should tell my doctor
get tests and review results
• Tests and what they are for
• Results
• Referral for Specialist
see specialists
• Coordinated appointment with Specialist
• Managed list of who I've seen for what
get diagnosis
• Why this is happening to me
• What the diagnosis is
• Expectations of how things will change
choose treatment option
• Why this treatment
• Side effects
• What treatment will entail
get treatment
• Who to call for what
• Discharge papers and after-care instructions
• Prescription
• Doctor's note
get prescriptions
• Side effects
• Prescription information
• After-care information
maintain overall health
• Other ways my life will be impacted
• Resources to manage social and
emotional changes
check-ups
• Update on my progress
• Lab work
monitor treatment
• What to look out for
• Instructions
• Doctor’s phone number for emergency
change treatment
• Doctor’s phone number for emergency
• When to call
GET TREATMENT
"I appreciated that
he didn’t sugar
coat it, but was
still hopeful."
GET DIAGNOSIS
"You never forget this
moment, no matter how
gently your Doctor
breaks the news."
MONITOR TREATMENT
"Things seem to return to
normal and then there is
this curve ball."
CHECK-UPS
"I still don’t feel like I’ve
got the answers I need to
deal with this."
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ADAPTIVE PATH ON SERVICE DESIGN

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EXPERIENCE MAP
56ADAPTIVE PATH ON SERVICE DESIGN
ACTIONS
Keeping silent
Using drugs and alcohol
Denying problems
FEELING
Confused, Scared, Alone
NEEDS
Help and advice
Feel normal
Protection
1
2
4
I’m not crazy.
I feel bad, but I
don’t know why.
If I keep doing
this, people will
think I'm crazy.
I didn’t get the right
help, so I’m out.
Better someone
else than me.
Ignorance
is bliss.
Things seemed,
fucked up, but
that’s normal.
I don’t want
to hear it.
I'm not talking about
my problems.
I’m not crazy, but
I need help.
There are people
I can talk to.
I feel like I'm
not alone.
Talking to others
like me really helps.
Empowerment
Positive
Influence
Negative
Influence
Fear
COMMUNITY
SOCIETY
F
AMILY & FRIEND
S
ME
Creating Positive Change for
Youth in the Western Addition
5
I'm not
talking about
my problems.
I can help
others.
I feel supported and
empowered.
I feel good
about me.
3
Denial
PHASE 1
“Nothing is wrong with me.”
ROAD BLOCKS
DENIAL
SOCIAL
STIGMA
ROAD BLOCKS
FINANCE
ACCESS
SOCIAL
STIGMA
ACTIONS
Skipping school
Self medicating
Hurting others
FEELING
Depressed, Angry, Numb
NEEDS
Help
Education
Support
Sensing
PHASE 2
“Why am I like this?”
ROAD BLOCKS
DENIAL
TRUST
WRONG HELP
TOO HARD
ACTIONS
Relapsing
Changing behavior
Helping others
FEELING
Supported, Validated, Hopeful
NEEDS
Culturally
competent care
Family support
Encouragement
Engagement
PHASE 5
“I can change.”
ROAD BLOCKS
WRONG HELP
TOO HARD TO CHANGE
SOCIAL PRESSURE
INCONSISTENT HELP
ROAD BLOCKS
WRONG
HELP
SOCIAL
STIGMA
ACTIONS
Self diagnosing
Seeking help
Talk to someone
NEEDS
Privacy
Trust
Safety
Awareness
PHASE 3
“There are things I need
to deal with.”
ACTIONS
Asking for or being
directed to help
Talking to parents for
treatment consent
Starting / Quitting
therapy
FEELING
Hopeful, Crazy, Fear
NEEDS
Advice
Validation
FEELING
Relief, Skeptical,
Not alone
Connection
PHASE 4
“I’m not alone.”
Youth need trusting relationships and access
to mental health services that meet them half-
way to ensure they don’t fall off the grid.
From Fear to Empowerment

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ORCHESTRATION

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Companies have
long emphasized
touchpoints... but this
focus distracts from
the more important
picture: the customer’s
end-to-end experience.

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To design and deliver products and services for
complex problem spaces, you’ll need to:
!
Build new bridges
Creatively incite collaboration
Orchestrate across disciplines, touchpoints,
channels, and on and on an on….

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Here’s a few tips to build orchestration skills

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ADAPTIVE PATH ON SERVICE DESIGN
TIP #6: TAKE IMPROV
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ADAPTIVE PATH ON SERVICE DESIGN
TIP #7: INCITE COLLABORATION

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ADAPTIVE PATH ON SERVICE DESIGN
TIP #8: DO A ROUGH CUT
http://www.cinemaisdope.com/news/films/troublewithharry/twh-1.jpg
ADAPTIVE PATH THE SOFTER SIDE OF DESIGN

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ADAPTIVE PATH ON SERVICE DESIGN
ROUGHCUTTING
http://vimeo.com/9339739
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ADAPTIVE PATH ON SERVICE DESIGN
ROUGHCUTTING
ADAPTIVE PATH THE SOFTER SIDE OF DESIGN

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Empathy Storytelling Orchestration
Practice empathic listening
Be an empathic adventurer
Read more fiction
Collect and tell stories
Communicate visually
Take improv
Incite collaboration
Do a rough cut
ADAPTIVE PATH THE SOFTER SIDE OF DESIGN

81. SWATCHES
Color Palette
RGB
248/204/43
HEX
F8CC2B
RGB
249/157/28
HEX
F99D1C
RGB
108/190/77
HEX
6CBE4D
RGB
67/184/215
HEX
43B8D7
RGB
29/120/153
HEX
1D7899
RGB
78/85/92
HEX
4E555C
RGB
45/49/53
HEX
2D3B35
RGB
230/231/232
HEX
E6E7E8
Thank YouThank You
Patrick Quattlebaum
Managing Director
Evi K. Hui
Experience Designer
Noel Johnson
Senior Program Manager
Stephanie Wilson-Wagner
Client Partner
www.adaptivepath.com