This is a talk about applied design. We will venture to the land of humanitarian aid and follow a story of applying a design skill set to a set of challenges, such as lack of equipment, lack of medical supplies, in times of war. We will look together at processes, challenges and the successes and failures that one might experience when the only option is to apply all skills to a very complex subject matter. We will witness bottom up changes in the healthcare system that start with individual impact: the impact of ideas. It is also a story about systems, and how we implement change in them, omitting the notion of centralised control.

1. Olena Bulygina
Founder x researcher
OK Google
How Do I Buy An
Ambulance?
UX Brighton
10 October 2023

2. March 2022

3. A service design
consultancy that
helps companies
design inclusive
products and services,
do better research,
and create happier
teams

4. We design
digital products
and services

5. We run training
and help
organisations
build design
capability

6. Zeilen van vrijheid
(Sails of Freedom)

8. 172 🚑, 3 🚛, 4 🚒,
95 🚙, 1650 🚲,
950 kW ⚡

9. €5 045 000*

10. Core team

11. Core team

12. The ecosystem of
wicked problems

13. “Wicked problems are problems with many
interdependent factors making them seem
impossible to solve. Because the factors are
often incomplete, in flux, and difficult to
define, solving wicked problems requires a
deep understanding of the stakeholders
involved, and an innovative approach provided
by design thinking.”
IXD Foundation

14. The ecosystem of
wicked problems

15. Our learnings
1. Action principles
2. Decisive moments
3. How to win friends
and influence people

16. 1. Action principles
There’s no small impact

17. Mission:
Aid for Ukraine that makes
real impact

18. The moment matters
Action
principles

19. Campaigns
• Can pull up and deploy a
microsite within 1h
• Several ways to collect
donations
• Working with people on the
ground at the same time
• Team does research on best
practices & SMEs

20. Ownership matters not
Action
principles

21. Blackout-resistant dialysis

22. Transparency =
accountability

23. Reporting

25. 2. Decisive moments
Run to maintain pace

26. User research must be honest
Decisive moments

28. We’re not in it to change the system
Decisive moments

30. Doctor cars

31. Decisions and expertise are the
product
Decisive moments

33. 3. Rules of attraction
It’s just like
stakeholders

35. Create space for meaning
Rules of
attraction

36. Allow ourselves to
believe in future
Rules of attraction

38. Social sharing loop is
important
Rules of attraction

40. Feedback loops are
for everyone
Rules of attraction

44. • Designers are valuable in healthcare
and humanitarian space
• The best decision is the one you take
• Yes, you can just buy* an ambulance

46. Olena Bulygina
Agency co-founder and Service Designer
Thank you
Get in touch for all
things ambulances
or product and
service research,
and design
https://linktr.ee/olenaspeaks