Godrej / Systematic healthcare Service Design
Year : 2015
Client : Godrej & Boyce ( MUMBAI, INDIA )
Role: Leading and planning a design workshop inside the company
The Godrej Group is an Indian conglomerate headquartered in Mumbai, India, operating in sectors as diverse as real estate, consumer products, industrial engineering, etc. The company intends to expanding itself to the healthcare industry in urban area. In order to better understand the opportunities, Godrej holds an one month design workshop to facilitate the healthcare project.
The design consulting team was asked to teach Godrej employees to apply innovation methods to healthcare. I was a design consultant in this project, working with 15 people in total from Institute of Design and Godrej, and co-led a five-person team.
My team consisted of me and another colleague from Institute of Design, and three participants from HR, business, and industrial design background. In four weeks, we led the team to go through design research, analysis, synthesis and pitched in front of the executive group of Godrej.
Given by the time limit, team dynamic and Indian cultural context of the project, this workshop challenged the design consulting team's capability of planning and teaching innovation methods. Also, we had to quickly comprehend an unfamiliar market.
Our initial challenge from Godrej was:
How might we design solutions that are intended to benefit the patients (urban youth in India) as well as other stakeholders, aimed at creating a more integrated, effective and sustainable healthcare system?
In the end of the workshop, we helped the company to reframe the problem and specify stakeholders' needs.
Our new challenge :
How might we empower urban youth to make better health decisions?
PRIMARY RESEARCH - 9 contexual Interviews
How we tackled the challenge:
We conducted 9 contextual interviews in order to understand the stakeholders , including 2 students, 2 doctors, 2 single professionals, 2 married individuals without children and 1 married individual with children.
Our indian participants had no experience about the design process, so we taught the team how to plan and conduct contextual research, from selecting interview participants to writing protocols and taking video records.
We transcribed all the interviews and clustered meaningful and interesting quotes 3 rounds in order to accurately interpret the interviews.
ANALYSIS - Transcription, clustering and insight matrix
RESEARCH FINDINGS - 8 main findings in 2 important areas
People undergo a lot of emotional trials in order to adhere to lifestyle changes in the pursuit of health.
Our participants' lifestyles are often dictated by their work. When they are trying to pursue a healthy life, there is a lot of negative emotions involved. Participants blame their work for late and long hours, also the working culture prevent them from being healthy. Participants' perceptions of health, and the ways they try to live healthy, are influenced by social pressures from their circle. Moreover, fearing the negative consequences of not doing healthy activity, such as getting sick or gaining weight, is a driver to practice being healthy. Even though participants are motivated, some say that health management is boring and easy to give up.
Perception & action need a stronger bridge in communication technique to improve adherence to health management.
Our research shows that participants lack deep understanding of their body, so they couldn't take the right action to improve their health. Almost all the participants said that they only do annual health checkups, and they are not tracking their health regularly. When they track their health, they tend to use non-quantitative ways to measure their health condition, including "feel" and "look". For example, one of our female participants doesn't measure her weight with scale. She only "feels" her weight. Feeling is not an accurate measurement and causes wrong understanding of her body, so she couldn't take proper actions to manage her weight.
In terms of communication between doctors and patients , we found that doctors need to build trust with patients through communication. Using non-verbal methods like diagram, photos, charts help doctors to communicate with patients in a detailed way, and easier for doctors to gain confidence from patients.
After understanding our users, we carried our main findings forward and generated seven user criteria. Our user criteria is the voice of users, informing the Godrej team about what users need and what they want. The user criteria will become the key principles to create design ideas and innovation in healthcare.
1. Must help users understand and control their health decisions.
2. Should help users to relax at work
3. Should notify user when he is nearing levels of unacceptable health
4. Should build trust through efficient communication
5. Must help users understand and control their health decisions
6. Should demonstrate to others that user is practicing health behaviors
7. Should build trust through efficient communication