1. Generative Phase
Designing for Service F’08
Carnegie Mellon University
Maria Emerson
Brigit Kang
Priyanka Shetye
Sungjoon Steve Won
Wei Zhou

2. 01 Overview 02 Generative Research 03 Personas 04 Journey Map 05 Service String
Our goal: where we started
Empowering patients
We aim to restructure primary care systems to reduce repeated steps both within
and between visits and better utilize time for patients and staff alike.

3. 01 Overview 02 Generative Research 03 Personas 04 Journey Map 05 Service String
Generative Research
‣ Territory Map ‣ Interviews
‣ Card survey ‣ Body storming
‣ Comparative Analysis ‣ Brainstorming
‣ First person Observation
‣ Personas
‣ Scenarios

4. 01 Overview 02 Generative Research 03 Personas 04 Journey Map 05 Service String
Communication
Areas for opportunity Sharing & Feedback
- Immediate Attention
- Remote doctors
- Education
- Emotional Needs
Tracking Self-identity
Alerts/ Triggers/ Trace Identification & Verification
- Patient flow Sync - Patient & Staff ID
- Doctor/Staff/Nurse’s activities - Access & Security
- Patient’s background - Medications
- Community - Family history
Self Profile
‣ Increase patient knowledge Sensing & Recording
‣ Increase patient control - Temperature
- Blood Pressure
‣ Increase staff efficiency - Nutritional Info
- Other Personal Info

5. 01 Overview 02 Generative Research 03 Personas 04 Journey Map 05 Service String
Immediate Feedback Model
Current Service Model
Medical Event
Anxiety Level
Clinic visit
Doctor interaction
Patients experience
Time
Our Service Model
Anxiety Level
Time

6. 01 Overview 02 Generative Research 03 Personas 04 Journey Map 05 Service String
Personas
rebecca
life status: 35 y/o married PCP
goals: care for patients without sacrificing family
immediate relief ling
life status: 28 y/o single accountant
medical status: migraines affecting work, taking multiple drugs
goals: excel at work, control pain
ongoing attention george
life status: 76 y/o single retired lawyer
medical status: recent herniated disk, epilepsy, high blood pressure
goals: enjoy grandchildren, stay independent
awareness jerome
life status: 43 y/o married architect
medical status: worried about layoffs at work, started smoking again
goals: provide for family, be in good physical condition

7. 01 Overview 02 Generative Research 03 Personas 04 Journey Map 05 Service String
Service moment String
Medcard detects Ling’s nutritional When Ling has a stomachache, She immediately gets her primary
information she can update her Medcard doctor’s feedback. By tracking her
status to “Need immediate nutritional data, her doctor knows
attention”. he stomachache may caused by
having unhealthy food, so the
doctor gives her a Digital
prescription and medication
suggestions.
Recording personal data Triggers you to seek Communicate with doctor
medical attention

8. 01 Overview 02 Generative Research 03 Personas 04 Journey Map 05 Service String
Service moment String
Ling decides to Before she reaches, the The public display shows As the diagnosis goes on,
visit her doctor, receptionist, the nurse and her data, she only needs the Notes taken by doctors
She makes an the doctor already knows to add new info. have been recorded into
appointment about her information and Medbook personal
thru Medcard, her goal. database.
and use Medcard
as her ID
Data follows to doctor’s o ce Receive treatment
Check in using MedCard
Use and build patient information & illness story on public display

9. 01 Overview 02 Generative Research 03 Personas 04 Journey Map 05 Service String
Service moment String
The visualization information on a public touch-screen The patients can check personal medical
display gives patients topics to talk, they can check their information, digital prescription, treatment records
individual waiting time, weather, or other info on the and communicate with physicians through Medbook
display. and Medcard.
The display visualizes the doctor’s location, the patients Medbook community component supports patient
can either read it on Medcard or thru the public display. to gain knowledge from other patients and
physicians.

10. 01 Overview 02 Generative Research 03 Personas 04 Journey Map 05 Service String
Outside o ce Inside o ce Outside o ce
Biometrics measured
Nurse con rms your status
Treatment thru Medbook
Interact with nurse on patient information
Communicate with doctor & illness story on public display Update status on Medbook
Trigger for
medical attention Update status on Medbook Data follows to doctor’s o ce Communicate with Doctor
Medical Start Interact
Follow
Event treatment with
Up
Nurse
Pharmacy
Contact Interact
Primary Check
Pharmacy with
Care O ce in
Doctor
Explain medical situation Use MedCard Use and build up patient info
& illness story on public
Appointment by Phone. display with doctor
Electronically con rm info
Digital Receive treatment
Appointment thru Medbook
Prescription
Follow nurse to another room
Communicate with Doctor Bring up patient’s data Communicate with Doctor
Medbook (e.g., conversation, status update, prescription)
(e.g., conversation, status
Make appointment(s) Track the notes taken by nurses and doctors update, prescription)
Check-in device
Medcard Recording personal data Recording personal data
Bring up persoal data

11. 01 Overview 02 Generative Research 03 Personas 04 Journey Map 05 Service String
Stakeholder lifestyle change
For physicians For Staffs/Nurses
‣ More time with computers ‣ Work as a team to support the
‣ Paid for both online and offline efforts physicians’ work
‣ Requires communication skills ‣ Requires skills in communication
‣ More energy on remote treatments ‣ Requires skills of using computer
‣ Faster work pace softwares
‣ Work as a primary care team ‣ Raise Efficiency
‣ Communicate remotely with each other
For Patients
‣ More time with device or
computers
‣ Proactively communicate with
each other
‣ Train to be their own doctors

12. 01 Overview 02 Generative Research 03 Personas 04 Journey Map 05 Service String
Next steps
‣ Concept validation using scenarios
‣ Concept refinement
‣ More generative research

13. Thank you. Questions?