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HXD 2019 Leadership Round Table
The document outlines the agenda and discussions from the HXD 2019 leadership roundtable moderated by various experts, focusing on enhancing health behavior change through design and innovation. Key topics include behavioral economics, the COM-B model of behavior change, and self-determination theory, as well as strategies for customer-centered design in health organizations. It emphasizes collaboration, community engagement, and the importance of building connections within the health innovation ecosystem.
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HXD 2019 Leadership Round Table
- 1. @HXDCONF #HXD2019 community.centerhxd.com LEADERSHIP ROUNDTABLE Moderated by MichaelHawley, Chief Design Officer Mad*Pow
- 2. ROUNDTABLE GOALS 1. DeepenOur Understanding 2. Challenge Our Perspectives 3. Inspire Creative Solutions 4. Build Connections
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- 4. REACT CONSIDER ENVISION Whatis your first instinct? Have any prior experience? Multiple perspectives: How might we overcome obstacles? Examples we can build on? • Patient • Provider • Payer • Pharma DISCUSSION STRUCTURE
- 5. 9:15 – 10:00 Rotate| Break 10:15 – 11:00 Rotate | Break 11:15 – 12:00 Topic 1: Changing Behaviors Topic 2: Design Influence Topic 3: Strategic Planning AGENDA
- 6. @HXDCONF #HXD2019 community.centerhxd.com Designing ForHealth Behavior Change Moderated by Amy Bucher, Ph.D. Mad*Pow
- 7. Balancing a focuson near-term success indicators with long-term efficacy CHALLENGE #1
- 8. PARTICIPATION + ENGAGEMENT BEHAVIOR CHANGE HEALTH CARE COSTREDUCTION BIOMETRIC CHANGES RETURN ON INVESTMENT RISK BASELINE Leading Lagging
- 9. Recognizing the impactof behavior change approaches on potential solutions CHALLENGE #2
- 10. APPROACH GUIDES INTERVENTIONDESIGN ENVIRONMENTAL FACTORS PERSONAL FACTORS Behavioral Economics COM-B Model Self- Determination Theory
- 11. Approach 1: BehavioralEconomics (Nudging) Imagine a person riding an elephant. Elephants are hard to steer, and the rider only has so much power. The rider = The rational brain (System 2) It’s thoughtful, and deliberate. The elephant = The instinctive brain (System 1) It’s intuitive and impulsive. Behavioral economics uses tactics that: • Appeal to the elephant • Take advantage of the shortcuts the rider takes • Shape the path of travel
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- 13. Approach 2: COM-BModel of Behavior Change Behavior Motivation Intrinsic & Extrinsic Capability Cognitive & Physical Opportunity Social & Environmental
- 14. Intervention Functions EducationTraining Persuasion Incentives Coercion Restriction Enablement Environment Restructuring Modeling COM-B Components Physical Capability Psychological Capability Reflexive Motivation Automatic Motivation Social Opportunity Physical Opportunity
- 15. COM-B Model ofBehavior Change: Solutions Education + Enablement + Social Support Incentives + Social Support + Action Planning
- 16. Approach 3: Self-DeterminationTheory of Motivation “I can make my own meaningful choices” “I am learning, growing, and succeeding.” “I am part of something bigger than myself. I belong.” Autonomy Competence Relatedness Motivation
- 17. Self-Determination Theory ofMotivation: Solutions
- 18. List the top4 opportunities for incorporating behavior change in health or in your organization List the top 4 things that would need to be true in order for behavior change to have a positive impact in your organization DISCUSSION
- 19. @HXDCONF #HXD2019 community.centerhxd.com How DoWe Best Grow Customer- Centered Design and Innovation in Health Organizations? Moderated by Adam Connor, VP Design Transformation Mad*Pow
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- 22. Principles & JourneyMaps at Cape Cod Hospital
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- 25. How “Design” isLeveraged in Organizations Business Strategy Experience / Design Strategy Product & Service Design “How should our products and services look?”Interface Design “How should our products and services work?” “What products and services should we offer (to identified problems)? ” “Which problems should we work to solve?” WHY? (DIRECTION) HOW? (CRAFT)
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- 29. Six Functions forDesign & Innovation Practices Incubation: Finding opportunities, and nurturing new solutions before brining to market. Operationalization: Delivering tools & systems to integrate design w/ product* dev & delivery. Direction: Determining vision, aligning efforts, and connecting tactical decisions to strategy. 1 2 3 4 Education & Facilitation: Growing the practice and providing training & guidance. 5 6 Investigation: Developing and evolving understanding of audiences, needs, and contexts. Production: Applying craft skills to create (and evolve) the solution
- 30. COM-B Model forUndestanding Behavior Behavior Capability Psychological & Physical Opportunity Social & Physical Motivation Automatic & Reflective
- 31. Vision & Direction Howwell has a shared, clear vision for the product, service, or organization been established and communicated? Empowerment How well are teams and individuals able to autonomously make and execute decisions in alignment with the vision/strategy? Learning & Measurement How able is the organization to continuously learn about users to make decisions and assess the success of products/services? Experience Management How well does the organization manage, coordinate, and measure experiences across touchpoints, channels, products, and services? Collaboration How well do individuals and teams collaborate on efforts across roles, departments, products, etc.? Execution How capable is your organization of creating and implementing the products/services that you envision? Design Practice How well does your organization leverage design methods and lenses (IA, IXD, Content, Viz/UI)? Design Fitness Model
- 32. Levers for (Design)Transformation Skills & Knowledge Tools & Materials Communication & Language Incentives & Metrics Structure & Roles Policies & Processes Environment Behavior Capability Cognitive & Physical Opportunity Social & Environmental Motivation Intrinsic & Extrinsic
- 33. List efforts haveyou been involved in to grow design and innovation capabilities. What did you learn about your organization from them? List the top things you are curious to try at your organization to drive customer- centric innovation DISCUSSION
- 34. @HXDCONF #HXD2019 community.centerhxd.com Managing MultipleCustomer Touchpoints Moderated by Jon Podolsky, VP Experience Strategy & Service Design Mad*Pow
- 36. Lets add moreways we can engage, interact, and service patients to meet an unmet demand. “Make an appointment”
- 48. List the topengagement methods you’ve seen work within health What is the next big trend for interacting with people in health? DISCUSSION
- 49. 52 Mad*Pow’s Center for HealthExperience Design We are a community of change makers who take a collaborative approach to improving health and humanizing the health system. Learn more at CenterHXD.com Build Connection through Community Connect and build relationships with 600+ like- minded individuals via our online community and in person and online events to help accelerate your innovation efforts. Strengthen Capabilities through Membership Gain access to professional development, custom- designed events, subject matter experts, and design and innovation services. Explore Partnership and New Opportunities through Projects Support your innovation efforts by participating in a multi-stakeholder project with other organizations across the health ecosystem.