Cardboard, injections and emotions Service design put in use

Transcription

1 Service Design Case: Emotional Pack Service Design Institute Master Class Cardboard, injections and emotions Service design put in use Bo Borbye Pedersen Design Lead, Device R&D, Novo Nordisk A/S

2 Service Design Case: Emotional Pack Intro / teaser A case of how a service design mindset and toolbox is put in use A bit of an atypical service design case as the end deliverable was not a service, but how to strategically optimize a specific touchpoint (a sample pack) to meet emotional needs in a service situation.

3 Service Design Case: Emotional Pack Today Me Context Novo & diabetes Insulin & injections Device R&D Case: Sample Pack Intro Process overview Fly through process and outcome Tools & learnings/reflections Questions?

4 Service Design Case: Emotional Pack Me Bo / Designer

5 Service Design Case: Emotional Pack Date 5 Context / Diabetes 1 / 11 of adults has diabetes Guishan Han, China Guishan has Type2 Diabetes Peter Bates, UK_ Peter has Haemophilia Today about 425 million people have diabetes and by 2045 it is estimated that this number will increase to 736 million There are two main types of diabetes: Type 1 and Type 2. Adri van der Wiele, US Adri is a GP Steve Lanz, US Steve has Obesity Ayşe Naz Baykal, EU Ayşe has Type1 Diabetes

6 Service Design Case: Emotional Pack Context / Type 2 diabetes 425 MILLION PEOPLE LIVE WITH DIABETES MARIA REGINA SIMOES Maria has type 2 diabetes and lives in Brazil TYPE 2 DIABETES ACCOUNTS FOR AROUND JIM SHEEDER 90% Jim has type 2 diabetes OF ALL and lives in the US CASES OF DIABETES Type 2 diabetes is a progressive chronic disease characterised by an increased level of blood glucose caused by increasing insulin resistance and failing pancreatic beta-cell function. Lifestyle factors such as unhealthy diet, lack of exercise etc. often play a role in development of :. Treatment of people with type 2 diabetes depends on the stage of the disease. Initially, oral medication is often sufficient while progressed stages require GLP-1 and eventually insulin.

7 Service Design Case: Emotional Pack Context / starting insulin Typical treatment start with diet, exercise and Metformin tablets People are daily diagnosed It is possible to avoid or postpone insulin, but for most they are not able to change their lifestyle and will need to start injecting insulin to manage their blood sugar and avoid long term consequences. For many Type 2 diabetes often results in feelings of guilt, powerless, and being inadequate.

8 Context / Novo Nordisk Novo Nordisk supplies about half of the world s insulin and is used everyday by 27,7 million people worldwide 315 of the employees work in Device R&D ensuring that the medicine is delivered and administered safely to and by those who need it. 1985: The worlds first pen-injector PRODUCTS MARKETED IN 170 COUNTRIES DIABETES STRATEGIC PRODUCTION SITES IN BRAZIL, CHINA, DENMARK, FRANCE AND US AFFILIATES IN COUNTRIES 79 Service Design Case: Emotional Pack R&D CENTRES IN CHINA, DENMARK, UK AND US Novo Nordisk - Corporate Presentatio n OBESITY EMPLOYS APPROXIMATELY 42,100 PEOPLE GROWTH DISORDERS DKK 112 BILLION IN TOTAL REVENUE APPROXIMATELY 210,000 SHAREHOLDERS : FlexTouch disposable injection pen SUPPLIER OF NEARLY HALF OF THE WORLD S INSULIN 27,700,000 PEOPLE USE OUR DIABETES CARE PRODUCTS HAEMOPHILIA

9 Service Design Case: Emotional Pack Context/ Device R&D We work to ease the burden of injectable treatment. We pride ourselves of being Patient Centric I have colleagues who are anthropologist, engineers, usability experts, industrial designers etc... but 2/3 are engineers

10 Service Design Case: Emotional Pack We start with patient needs Make it easier to inject (easy for engineers to approach) Improve adherence or needle fear (harder for engineers to approach)? Classic engineering improvement

11 Service Design Case: Emotional Pack Case/ emotional pack Address patients emotional needs at initiation Improve the value of the sample pack Not the typical focus (how to make it easier to inject ) Not typical packaging focus (protect pen, fit regulatory requirement, instructions, branding)

12 Service Design Case: Emotional Pack Case/ current state Content of the box is poorly aligned, creating a cluttered and confusing impression The sample pack and it s content is created by more than 5 different department with little coordination of user experience

13 Service Design Case: Emotional Pack How/ approach Set the stage Compile knowledge / build hypothesis Engage with users (probes) Update user journey / story tell Zoom in on scenarios to ideate (SDO) Build ideas and argumentation Prototype (show and tell) Decide / Focus Iterate design Test with users Summarize intent (blue print) Design Test with users Novo machine Make them feel User journey See what the user sees User journey (challenges & opportunities) Scenarios + ideation Canvas Design mock-ups Reality check (business) Design User test Design blueprint (ux intent) Design User test (usability) Novo maturation

14 Service Design Case: Emotional Pack Set the stage Staging emotions

15 Service Design Case: Emotional Pack Compile knowledge User journey

16 Service Design Case: Emotional Pack Engage with users Contexutal interviews Research probes Shadowing New York & New Jersey, September 2012

17 Service Design Case: Emotional Pack Engage with users Engage with users Contexutal interviews Research probes Shadowing 6 patients 2 pharmacies 4 clinics 3 sales rep

18 Service Design Case: Emotional Pack Update user journey User journey

19 Service Design Case: Emotional Pack Initiation journey User journey

20 Service Design Case: Emotional Pack Initiation journey User journey

21 Service Design Case: Emotional Pack Storytell findings Pack journey A must have for sales reps to open the door to clinics. Delivered 1-4 times every month. Placed in the fridge at the clinic and administrated by a nurse or MA. PCP seldom interacts w. samples but it s a must have to drive prescriptions. Samples are mostly handed out by nurse/ma but rarely used in training. Majority of patient gets a sample at initiation.

22 Service Design Case: Emotional Pack Storytell findings Storytelling Anything that can help me help the patient. Doctor I did not hear a word he said. The only thing I could think about was getting home. Silvia (59) What s all the stuff in here? It s really hard to get an overview Vanessa (48) I don t use the sample to teach patients. Nurse

23 Service Design Case: Emotional Pack Zoom in on scenarios to ideate Scenarios + Ideation

24 Service Design Case: Emotional Pack Strategic development options Strategic development options (Canvas)

25 Service Design Case: Emotional Pack Build ideas and argumentation Strategic development options (Canvas) Directly target PCPs needs through sample pack Pen training and first injection via sample pack Guide the user s journey through the sample pack I wish to gain confidence that the patient can handle it. I want to get them going in one go. Tools that speak directly to the doctor during negotiation and initiation. + The first injection is emotionally overwhelming. A minimum guide to overcoming physical and emotional barriers of the first injection. I feel lost in all the information I don t know how to talk to my doctor. I don t want to share my disease with others (I feel alone) A step-by-step guide through the first 3 months; supporting emotional and physical aspects.

26 Service Design Case: Emotional Pack Prototype (design) Design & prototype

27 Decision point Service Design Case: Emotional Pack

28 Service Design Case: Emotional Pack Iterate - Design Design & prototype

29 Service Design Case: Emotional Pack Test with users 8 patients, 8 nurses, 6 doctors NYC, May 2013

30 Service Design Case: Emotional Pack Summarize UX intent (blueprint) UX blueprint

31 Design Service Design Case: Emotional Pack

32 Service Design Case: Emotional Pack Fight back at rules and regulations It is possible to remove repetitions, clutter and simplify message Highlighted in yellow is FDA mandatory text on current Levemir FlexPen sample pack.

33 Service Design Case: Emotional Pack Test with users 28 patients, 11 nurses Atlanta, August 2013

34 Service Design Case: Emotional Pack Test with users Patient response Patients felt that the box was reassuring. The level of information is aligned with expectations. The simplicity of the pack, quality look and feel reduces anxiety and lowers the initiation barrier. Nurse response All nurses believed DV3332 was a better solution to solutions currently on the market. All believed it would add to the reassurance in home training and all would feel more comfortable with the new pack. The all inclusive pack (pen, needle and leaflets) was perceived convenient. As soon as you open it, everything was there - and you can just do it. It s so simple that a kid could follow it. Patient, 42 This could easily replace my current training material. Nurse That was one of the easiest kits I ve used. Everything you need is there. Medical Assistant 28 patients, 11 nurses Atlanta, August 2013

35 Service Design Case: Emotional Pack

36 Service Design Case: Emotional Pack

37 Service Design Case: Emotional Pack Hit the market in april 2015 First 9 mth packs more than in all of That s a 40,5% increase!

38 Service Design Case: Emotional Pack How/ approach Set the stage Compile knowledge / build hypothesis Engage with users (probes) Update user journey / story tell Zoom in on scenarios to ideate (SDO) Build ideas and argumentation Prototype (show and tell) Decide / Focus Iterate design Test with users Summarize intent (blue print) Design Test with users Novo machine Make them feel User journey See what the user sees User journey (challenges & opportunities) Scenarios + ideation Canvas Design mock-ups Reality check (business) Design User test Design blueprint (ux intent) Design User test (usability) Novo maturation

39 Service Design Case: Emotional Pack Reflections Set the stage - Align on the purpose & focus User journeys a flexible tool - Get overview, see opportunities - Zoom in to ideate - Capture & control Balance out not to loose credibility Can often be too long and time consuming Design - Design as process driver - User in focus before requirements - Design to deliver experiences Show, tell & test - Make them feel the difference - Test with users Ensure anchoring to avoid be perceived as sandbox Don t forget the systems and culture

40 Questions? Service Design Case: Emotional Pack

41 Service Design Case: Emotional Pack ///CREDITS/// Novo Nordisk Team Project Manager Lisbeth K / Mikkel A / Ida V Project Team Erik T Mie H / Sarah B Bo P Packaging Support Bryan HC User Comm Support Line U External Support Graphic Design E-types Designit Field work CIID Anatomy