At the HealthTech Summit 2016 in Lausanne, I shared a framework for evaluating investments based on design criteria, applied to the opportunity, product, and company.

1. HEALTH TECH
SUMMIT
DESIGN DUE
DILIGENCE
JUNE 21, 2016
@thomas_thinks
@frogdesign

2. WHYIS DESIGN IMPORTANT?

3. 3
$39.922
$17.522
$10.000,00
2004 2014
S&P 500
DVI
228%HIGHER RETURN
https://hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/
WHY IS DESIGN IMPORTANT?
DESIGN-DRIVEN
COMPANIES
PERFORM BETTER.

4. 4
WHY IS DESIGN IMPORTANT?
FASTER
HIGHER
STRONGER
TIME TO MARKET
CUSTOMER ACQUISITION
CUSTOMER RELATIONSHIPS
ORGANISATIONAL ALIGNMENT
CUSTOMER RETENTION
MARGINS
DESIGN-DRIVEN
COMPANIES
PERFORM BETTER.
Because design directly impacts
business KPIs.

5. 5
WHY IS DESIGN IMPORTANT?
DESIGN HELPS ADDRESS THE NEEDS OF
ALL HEALTHCARE STAKEHOLDERS
INDIVIDUALCOMMUNITY PROVIDER PAYER
CONSUMER
EXPERIENCES
PROFESSIONAL
EXPERIENCES
HEALTH SERVICES

6. WHAT
IS DESIGN?

7. 7
WHAT IS DESIGN?
DESIGN IS AN
ACTIVITY
DESIGN IS AN
ATTRIBUTE
Everything that you do to
ensure that your products and
services match the needs,
expectations, capabilities and
desires of their users.
Every aspect of your products
and services that can be
experienced (directly or
indirectly) by their users.

8. 8
WHAT IS DESIGN?
DESIGN
ACTIVITIES
DESIGN
ATTRIBUTES
• What it looks and feels like
• How I interact with it
• How it behaves, over time and
across touchpoints
• How it fits into the context
• What it helps me do
• How it makes me feel
• Learning about your users
• Rapid prototyping and testing
• Designing products, interactions,
and services
• Defining value proposition and
business model
• Planning the ecosystem and
roadmap

9. 9
WHAT IS DESIGN?
GOOD DESIGN
ACTIVITY
GOOD DESIGN
ATTRIBUTES
• Meets a real need
• Balance simplicity/complexity
• Easy to use/learn
• Coherent and well-integrated
• Inspires confidence & trust
• Multi-disciplinary
• User-centred
• Iterative and evidence-based
• Involves professional designers
• Outcomes focussed

10. HOWTO EVALUATE DESIGN

11. 11
HOW TO EVALUATE DESIGN?
ASSESSMENT
FRAMEWORK
1
2
3
4
5
6
COMPANY
PRODUCTOPPORTUNITY
Is the opportunity
defined in terms of the
user & their needs,
context, and journey?
Does the product
address the user needs
with a compelling,
differentiated solution?
Is user experience
embedded in the
company vision and
capabilities?

12. 12
HOW TO EVALUATE DESIGN?
ASSESS THE
OPPORTUNITY goals,
beliefs,
needs
user journey
user
context &
stakeholders
underlying clinical/business need
User-Centred
Opportunity
Is the opportunity well-defined
in terms of the user & their
needs, context, and journey?
Ask for: Persona’s/Human
archetypes; Customer journey/Service
blueprint; Ecosystem map.
Perform: Expert review, Design
Research as needed

13. 13
HOW TO EVALUATE DESIGN?
ASSESS THE
PRODUCT
Does the product address the
user needs with a compelling,
differentiated solution?
Ask for: Experience benchmark;
Value proposition + Business model;
User scenarios; User studies; Analytics
(acquisition/retention/usage).
Perform: Heuristic analysis, User
studies as needed.
interface
behaviour
business logic
clinical logic

14. 14
HOW TO EVALUATE DESIGN?
ASSESS THE
COMPANY
Is user experience
embedded in the company
vision and capabilities?
Ask for: Experience roadmap/
vision; Org chart; Design process
Perform: UX maturity assessment.
1
2
3
4
5
6
Embedded
UX is in the fabric of the org;
Not discussed separately
Engaged
UX is one of the core tenets of
the organisations strategy
Committed
UX is critical and executives are
actively involved
Invested
UX is very important and formalised
programs emerge
Interested
UX is important but receives little funding
Interested
UX is “not important”User experience maturity model
( Usability professional association)

15. 15
HOW TO EVALUATE DESIGN?
INDUSTRY SCORECARD
1
2
3
4
5
6
COMPANYPRODUCTOPPORTUNITY
Not enough pushing
beyond the pure clinical
or business need.
Too many clumsy interfaces,
point solutions, and hard-to-
scale business models.
Design is brought late
to the table and used
tactically.
(just a little provocation…)

16. 16
HOW TO EVALUATE DESIGN?
CAN IT BE FIXED?
1
2
3
4
5
6
COMPANYPRODUCTOPPORTUNITY
If the opportunity has been
misread, it’s extremely hard
to pivot.
If opportunity is well-defined,
product redesign can be fast
and have massive impact.
If the leadership can be
convinced, companies
can learn design.
(to end on a positive…)

17. frog is a company of Aricent. © 2014 frog design inc.
@thomas_thinks
@frogdesign