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Healthcare environments are often designed with the needs of the working staff in mind. The experience of patients is often left as an afterthought and not fully integrated in the design process. When asked to design a spatial concept for a chain of laboratories, Diagonal chose to combine service design methods with interior architecture and to place the experience of their customers and staff at the center stage. The result presents a refreshing take on healthcare without diminishing the trust in the expertise of the staff.
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Copyright Diagonal Mental Structure Oy. All rights reserved.
Designing Servicescapes for Optimal Healthcare Experiences
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JUHA KRONQVIST27.11.2013
♥
Copyright Diagonal Mental Structure Oy. All rights reserved.
Contents
1) On designing services for healthcare2) Presenting the laboratory case3) The results of the design 4) On taking the long view
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Copyright Diagonal Mental Structure Oy. All rights reserved.
Research + Design
Copyright Diagonal Mental Structure Oy. All rights reserved.
Diagonal in short
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Diagonal is a Helsinki based service design agency focusing on innovative service and customer experiences. Our process combines research skills with creative competence.
We design and execute• Services• Customer Experiences• Servicescapes
Focus on health and wellbeing
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“The main judging criteria will be how much the project advances the practice of service design in Finland; pushing the service design envelope is a key criteria.
The novel application of service design can be related to methods and processes, new business and co-operation models for service design agencies and their customers, new areas of application, etc.”
Service Design Achievement of the Year Competition
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OUR ENTRY:1. Highlights the design constraints in the healthcare context2. Presents a method for involving people in the servicescape design process3. Gives a concrete example on how to start building a strategic partnership
Service Design Achievement of the Year Competition
Copyright Diagonal Mental Structure Oy. All rights reserved.
We are meaning-creating beings.
On service design
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Copyright Diagonal Mental Structure Oy. All rights reserved.
Service design is about understanding and managing meaningful constellations of materials and people.
On service design
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Copyright Diagonal Mental Structure Oy. All rights reserved.
They all need to be aligned in order for them to make sense to people and to create positive experiences.
On service design
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website
letter
staff
waiting area
nursedoctor
prescription
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CUSTOMEREXPERIENCE
SERVICE STRATEGY
SERVICE-SCAPE
PEOPLE ARTIFACTS
COMMUNI-CATION
Designing for customer experience
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"The immediate physical and social environment surrounding a service experience, transaction or event… It plays a critical role in shaping customer expectations, differentiating service firms, facilitating customer and employee goals, and influencing the nature of customer experiences." – Bitner 1999
What is a servicescape?
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A servicescape for ideal healthcare experiences?
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We are all health seekers
HEALTHY amount of agency PATIENT
time
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OTSIKOT VISUALISOITUNA
Components of healthcare design
PERFORMANCEHow well it does the job or is
fit for purpose.
PROCESSHow safe, well engineered
and reliable it is.
Based on Bate & Robert 2006
EXPERIENCEHow the whole interaction
with the product or service "feels" or is
experienced.
Copyright Diagonal Mental Structure Oy. All rights reserved. 15
Copyright Diagonal Mental Structure Oy. All rights reserved. 16
Copyright Diagonal Mental Structure Oy. All rights reserved. 17
> > >
ASIAKASYMMÄRRYSMAHDOLLISUUDET
DESIGN
STRATEGIA
TOTEUTUS
YRITYKSEN LIIKETOIMINTAA TUKEVAT RATKAISUT JA MALLIT
COMBININGORGANIZATIONAL AND CUSTOMER VALUE
CUSTOMER UNDERSTANDING
OPPORTUNITIES
STRATEGY
DESIGN
IMPLEMENTATION
!e design process
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!e design process
INTERIOR ARCHITECTURE
SERVICE DESIGN
time
lead
continuous customer involvement
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!e design process
CUSTOMER JOURNEY ETHNOGRAPHICOBSERVATION
CARDBOARDPROTOTYPING
IMPLEMENTATION SCALING UP
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Crafting a customer journey
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ORIENTATION TURN NUMBER WAITING INVITATION
SAMPLING EKG & OTHERS EXIT
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ENVIRONMENTS ARTEFACTS INTERACTIONS
Observations and interviews
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http://vimeo.com/juhak/cardboardhospital
Physical prototypingEMPATHIC WALKTHROUGHSBODYSTORMING IDEASPROTOTYPING EXPERIENCESCONFIGURING SERVICESCAPES
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Prototyping at a cardboard laboratory
ENVIRONMENTS ARTEFACTS INTERACTIONS
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Results
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Design Drivers
FUNCTIONALITYThe solutions are based on an understanding of laboratory workers and what makes their work as fluent as possible. The spatial layout guides staff and visitors through it.
CLARITYEach step has been assigned a simple and understandable role. The visitor understands what they are supposed to do and how to prepare for the next one.
AMBIENCEThe space is a pleasant environment that calms the visitors down. During the sample taking visitors can avoid seeing laboratory equipment and watch from the window or at a picture. Art from schools etc. can be placed at a gallery wall.
Copyright Diagonal Mental Structure Oy. All rights reserved. 26
Detailed customer journey
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ORIENTATION TURN NUMBER WAITING INVITATION
Patient enters the health centre and seeks the laboratory.
Identifying the correct service and taking a turn number.
Waiting for their turn and calming down. Understanding what is expected next.
Patient is sees their number or is called in. Seeks the correct door.
Copyright Diagonal Mental Structure Oy. All rights reserved. 27
Touchpoints
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Examples
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Examples
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Examples
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Pilot implementation
PROCESS
EXPERIENCE
FUNCTION
“We’re happy about the well functioning first version of the new laboratory, in which the customers point-of-view has been thoroughly integrated.…According to the laboratory nurses service is being constantly improved with the help of the new concept and a consistently working environment.” Alueperiskooppi 23.10.2013
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Patients sayIn comparison to the old one these are much calmer and more private with clean nice walls
around.
The are much more comfortable and you don't get as anxious.
It's a nice feeling. Small, but I wouldn't need any bigger.
Nice that it's private.
Best was the woman who took the sample like a pro.
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Staff say
These are positively different. Very calm.
It's efficient, fresh and clean. Positive, you have all you need and you can be private.
You have space for your tools. At times I need to get something from the storage.
That's good on the other hand that you have to move a bit at times.
The rooms are a bit small, but they work well.They look nice and bring a warm feeling.
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S - SMALLimplementing the concept for existing services with a need for updating the servicescape.
M - MEDIUMimplementing the concept for services that are larger or need significant update in their servicescapes.
L - LARGEimplementing and updating the concept for services that take place in new sites or that need a significant change in the operations model.
Scaling up
SM L
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CUSTOMEREXPERIENCE
SERVICE STRATEGY
SERVICE-SCAPE
PEOPLE ARTIFACTS
COMMUNI-CATION
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Next steps
Patients are an underutilized resource in healthcare.What are they expecting from laboratory services?How do they want to be involved in the management of their health?
We see service design as organizational transformation that is enabled through involving the client through several design processes.
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1. HEALTHCARE PROVIDES SPECIFIC DESIGN CONSTRAINTS THAT HAVE TO BE TAKEN IN ACCOUNT IN THE DESIGN PROCESS
2. THROUGH PHYSICAL PROTOTYPING YOU CAN CREATE EMPATHIC UNDERSTANDING AND PROTOTYPE NEW SERVICE EXPERIENCES
3. BY TAKING A LONG VIEW IN SERVICE DESIGN YOU ADDRESS DIFFERENT ASPECTS OF THE CUSTOMER EXPERIENCE
Key Takeaways
Copyright Diagonal Mental Structure Oy. All rights reserved.
!ank you!
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JUHA KRONQVISTjuha@diagonal.fi
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