Transforming Healthcare with Service Design by Stefan Moritz & Montana Cherney - Veryday In recent years, we have seen unprecedented advances in health care. Thanks to ubiquitous connectivity and an increasing reliance on mobile devices, individuals, health care professionals, and brands are more empowered than ever to continue to revolutionize health care as we know it. Service Design can help the thoughtful and imaginative improvement of processes, services and interactions. Facilitating the ability for stakeholders as well as users to participate in the design process increases focus, saves time and money as well as creating new value propositions and revenue opportunities. But where are we stuck? Based on international examples we will discuss the principles we believe have the power to unlock a real transformation in the health care space.

2. Transforming health care
with Service Design
GLOBAL SERVICE DESIGN CONFERENCE 2013
MONTANA CHERNEY & STEFAN MORITZ

3. Significant paradigm shiſt
2
From the industrial socie‫﬚‬
2 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz
To the networked socie‫﬚‬

4. Connectivi‫﬚‬
Image: h‫﬙‬p://sea‫﬙‬letimes.com/html/photogalleries/nationworld2020784937/30.html
3 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

5. Mobili‫﬚‬
United Hatzalah of Israel
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4 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

6. Between people, for people
Mobisante
Image: h‫﬙‬p://pakmed.net/college/forum/wp-content/uploads/2013/02/08-pakmed-net-february-01-2013-medical-education-86df.jpg
5 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

7. Health and
health care are
changing.

8. Health today:

9. Health Care today:
01.
Reactive, disease-focused and episodic
8 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

10. Health Care today:
01.
Reactive, disease-focused and episodic
02.
Inefficient, ineffective and unintelligent
9 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

11. Health Care today:
01.
Disease-focused, reactive and episodic
02.
Inefficient, ineffective and unintelligent
03.
Fragmented and disconnected
10 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

12. Internet
Social Networking
Technological &
Scientific
Advancements
Mobile Connectivi‫﬚‬
Big Data
Wireless Sensors
Genomics
Imaging
Technological & Scientific Advancements Adapted from The Creative Destruction of Medicine: How the Digital Revolution Will Create Be‫﬙‬er Health Care by Eric Topol
11 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

13. Access
Users Needs &
Expectations
Control
Value
Convenience
Enjoyment
Internet
Social Networking
Technological &
Scientific
Advancements
Mobile Connectivi‫﬚‬
Big Data
Wireless Sensors
Genomics
Imaging
Technological & Scientific Advancements Adapted from The Creative Destruction of Medicine: How the Digital Revolution Will Create Be‫﬙‬er Health Care by Eric Topol
12 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

14. Access
Users Needs &
Expectations
Control
Value
Convenience
Enjoyment
Internet
Social Networking
Technological &
Scientific
Advancements
Mobile Connectivi‫﬚‬
Big Data
Wireless Sensors
Genomics
Imaging
Technological & Scientific Advancements Adapted from The Creative Destruction of Medicine: How the Digital Revolution Will Create Be‫﬙‬er Health Care by Eric Topol
13 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz
Potential for
Transformation

15. Change
is hard.

16. Patients:
Faster
service,
be‫﬙‬er
outcomes,
lower costs

17. Doctors & Nurses:
Greater
efficiency
for be‫﬙‬er
care

18. Providers:
Greater
efficiency
and reduced
costs

19. Payers:
Increase
value for
their money

20. Family & Friends:
More
actively
support
their loved
ones

21. Communi‫:﬚‬
Be‫﬙‬er
support the
health of
themselves
and the
communi‫﬚‬

22. Pharma / Bio Tech /
Med Tech:
Safe, costeffective and
differentiated
products and
services to
meet users’
needs

23. IT / Tech /
Telco:
Serve more
users
whenever,
wherever

24. Others:
Touch users
in more and
more areas
of their lives

25. Not easy
but possible.

26. User-Driven Change
It has happened before.
COMMUNICATION
25 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz
BANKING
MUSIC
HEALTH CA

27. User-Driven Change
The time to act is now.
COMMUNICATION
26 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz
BANKING
MUSIC
HEALTH CA

28. Health Care tomorrow:
Democratized
Personalized
Access to care,
access to data
Holistic picture
of patients for
individualized
solutions
Collaborative
Anyone can be a care
provider and everyone
will work together
to provide care
27 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz
Anytime
Anywhere
Care happens all the
time and everywhere

29. A New Care Paradigm:
. Proactive
. Preventative
. Predictive
. Preemptive

30. Unlocking the
transformation.

31. Proactive guidance
ECDC provides guidance to European member states to help prevent and control diseases.
This is currently met by data analysis, knowledge management and communication best
practise, which are distributed in reports, briefings and guidance documents.
30 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

32. Many steps
The direct impact of ECDC is many steps removed from the patients in the
local member state countries.
31 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

33. Co-creation lab
We designed and tested to explore a fundamentally new way for ECDC to work with
member states. It placed a temporary innovation lab close to a relevant health facili‫ ﬚‬to
engage with health professionals in generating insights and co-creating new solutions,
test proto‫﬚‬pes around a selected issue.
32 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

34. Sharper
focus
Relationships
Tangible
ideas
Faster
results
Internal
engagement
Roadmaps
33 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

35. “
This intervention made clear that it’s
possible to get far by pre‫ ﬛‬small means.
34 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz
Participant

36. OPD Data Management
Médecins Sans Frontières
MSF provides medical care in low-resource and emergency se‫﬙‬ings
providing a wide varie‫ ﬚‬of services where operational flexibili‫ ﬚‬is one
of our core competences.
35 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

37. Framing the problem together
36 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

38. Creating a tangible vision
of the future to align and
engage stakeholders
37 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

39. A national centre to test
Service Design in health care –
Experio Lab in Värmland coun‫﬚‬
council in Sweden.
38 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

40. EXPERIENCE
Improving the patients experience
and creating knowledge.
39 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

41. TRANSFORMATION
The process of ge‫﬙‬ing be‫﬙‬er and
the change of behaviour.
40 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

42. JOURNEY
Patient journey over time and
maturi‫ ﬚‬as well as scaling the lab.
41 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

43. Curiosi‫﬚‬
and empathy
for real people
42 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz
Courage to
dream about
a be‫﬙‬er future
Collaboration
to do something
about it

44. Example project:
The patient journey
43 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

45. Stakeholders that directly and indirectly influence the patient journey work in separate areas.
The patient experience is disjointed and not satis﬌ing for patients and not efficient for the system.
44 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

46. By moving out of the system one joint group was set up.
For eight weeks this group met every Friday for a short intense workshop.
45 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

47. Each of three teams followed a real life patient case all the way through.
Documenting each step, mapping out the journey, stepping back and making sense.
Team 1
Eye opening. Improvements, ideas and insights along the way.
46 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

48. Stop-motion film as a tool to
document and communicate the
journey.
47 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

49. Think big. Start small.
48 | Stefan Moritz | 14 November 2013 | World Usabili‫ ﬚‬Day, Berlin | @st_moritz

50. Reflection
What inspired you?
What can you do tomorrow?
What future would you like?

51. The 10-10-10 Rule:
Evolve with users
over time.

52. The 10-10-10 Rule
Evolve with Users over time
Change from Within:
By the communi‫,﬚‬
for the communi‫.﬚‬

53. Connect to Connect:
Connected products
connect patients to
themselves, caregivers
and providers.

54. Gather, Analyze, Apply:
Big data
made meaningful
through intelligence.

55. Seamless Integration:
Work with the flow,
not against it.

56. Lets start
transforming.
THANK YOU!
Stefan.Moritz@veryday.com
@st_moritz

57. STOCKHOLM / NEW YORK / LONDON / SHANGHAI / VERYDAY.COM