@ Amy Cueva | @ MadPow - Founder & Chief Experience Officer
@CenterHXD – Director | @ HXRefactored - Chair of Design Track
EMPATHY INSPIRED &
PURPOSE DRIVEN DESIGN

Design for People.
Health, Financial Wellbeing, Education, Technology
Strategy & Service Design
Behavior Change Design
Organizational Design & Training
Design & Implementation
Research & ValidationEMPATHIZE
ENVISION
MOTIVATE
TRANSFORM
EXECUTE

3
Meet Jim.

“ I was overwhelmed, confused,
and alone. There was no one to
talk to. I didn't know what I
should do first or what to expect.”

5
Emotion matters.

Masseuse
PCP
Support Network:
Friends & Family
Pharmacist
Lawyer
Chiropractor
Health
Coach
CSR
CSR
CSR
HR
Cardiologist
Nurse
Therapist
Weight
Watchers
Gym
Lobbyists
Social
Worker
Politicians
Lob
Patient
Advocate
Translator
Financial Entities
Transportation
Service
Heart Health
Start Up
Hospital Network
Hospital
Cardiology
Lab
Pharmacy
Pharma
PBM Insurance
Company
Insurer for
Hospital
Federal Government
HHS
FDA
CDC
Legislature
xecutive
Branch
Employer
Condition
Management
Companies
Information: Google,
Web MD, YouTube,
iTunes
Condition Management
Start Up
Walk in Clinic
Organizations &
Non-Profits
Health Tech
He
Exch
S
Gove
Local
Agencies
Health
Communications
Patient Community
The Health Ecosystem

7
No.

“The world hates change,
yet it is the only thing that
has brought progress.”
Charles F. Kettering

DESIGN GETS US FROM
WHERE WE ARE TO
WHERE WE WANT TO BE.

Empathy elevates our consciousness,
inspires our purpose, and helps us
imagine the possibilities.
EMPATHY INSIGHT

WE ARE
pioneers, innovators, designers, technologists,
strategists, believers, change makers, patients,
doctors, family members, executives, people,
WOUNDED HEALERS.

“…a good half of every treatment that
probes at all deeply consists in the
doctor's examining himself... it is his
own hurt that gives a measure of his
power to heal.”
Carl Jung

HELPS US FIND OUR PURPOSE
OUR EMPATHY

PEOPLE WILL TELL
US WE ARE WRONG.

“Insist upon pretense and you’ll have it.
Insist upon mediocrity and it is yours.
Insist upon beauty and you will find it.
Insist upon learning and you will learn.
Insist upon living with great passion and you
will see differently.”
Paula Darcy

WHAT IS GOOD FOR THE
PEOPLE WE SERVE IS
ULTIMATELY GOOD FOR
THE BUSINESS.

THE VALUE
OF DESIGNDesign-Driven Companies Outperform S&P by 228%
Over Ten Years - The ‘DMI Design Value Index' Posted
By Michael Westcott, Monday, March 10, 2014
Updated: Monday, March 10, 2014
+228%
over 10y

Improving the Rx Experience =
20% Increase in Online Orders

THE MATURATION
OF DESIGN INSIDE
ORGANIZATIONS
Pretty
Stick

“There is nothing soft about it.
Empathy is a hard skill that should
be required from the board-room to
the shop floor.”
HBR: Belinda Parmar
CORPORATE EMPATHY
IS NOT AN OXYMORON

Empathy has been promoted into
the consciousness and discourse of
the industry… But there are dangers
to buzzword status.
BINGO!

The ability to understand and share
the feelings of another.
Empathy

from empathy to
COMPASSION

Traditionally “Feminine” Characteristics,
Interdependence, Millennials',
Conscious Capitalism, Social Innovation
MORE TRENDS MOVING US
IN A POSITIVE DIRECTION

EXPERIENCE
ECONOMY
IT IS AN

WHEN SOCIETY WINS,
BUSINESS WINS.

UTILITY MEANING
From designing for utility and
convenience to designing for meaning
and value in the context of people’s lives.

PURPOSE WILL
LEAD TO PROFIT.

“As organizations operationalize their
purpose, we will see Corporate Social
Responsibility, Customer Experience,
and Innovation disciplines converge. ”
Little ‘Ole Me

JoslinA decided focus on
wellness puts one of
the first all digital
health coach in the
hands of millions.

SHARED VALUES
+SHARED ACTION
=SHARED PROFIT
Cindy Gallop(FINANCIAL & SOCIAL)

What Motivates?
CDC Designs for
Medication Adherence

is a byproduct of how we are
organized to deliver it.
THE EXPERIENCE

Catalyzing Innovation

COLLABORATION
IS THE NEW INNOVATION.
Me Again.

DESIGN WITH THE
GOAL OF HUMAN
FLOURISHING.

INTEGRATING EMPATHY
AND PURPOSE INTO OUR WORK
METHODS FOR

What is our purpose?
Push for clarity. Make the case.
ASK THE QUESTION.

Establish guiding design principles which
establish focus and guide decision making.
TRANSLATE PURPOSE
INTO PRINCIPLE.

"You have to have a good theory. Every time
we take an action it is predicated upon a
theory. It is in understanding the people we
serve in the present that we construct a
theory about the future.”
Clayton Christenson
CONSTRUCT A THEORY

BECOME STUDENTS OF
THE PROBLEM,
INCLUSIVE IN OUR APPROACH.
LEARN TOGETHER

Molding Technology to
Match Clinician Workflows

DO TOGETHER
INVITE OTHERS
TO THE TABLE
TO IMAGINE THE POSSIBILITIES

Joslin
Digital Diabetic Weight
Loss Program

INTRODUCE THE
TOOLS & METHODS
TEACH TOGETHER
AND EVANGELIZE THE BENEFITS

…To actually develop
empathy… you need the
reasoning, reactions, and
guiding principles. - Indi Young
PERSONAS

ENVISION THEIR JOURNEY.

will tell us where we need to FOCUS,
where we are DOING WELL, and
where we need to IMPROVE.
EMOTION

Evidence-based
decision support
for maternity

Sara Wachter-Boetcher
“Everybody Hurts: Content for Kindness”
… if we’re able to consider users at their worst, and
if we’re able to make experiences feel good for
people at their most vulnerable, most difficult
moments, then we can make them work for
everybody."
DESIGN FOR PEOPLE AT THEIR WORST

CVS
Helping Consumers
Navigate their Health

HIERARCHY
OF NEEDS
FORMULATE A
RESEARCH INSPIRED
Trustworthy & Safe
Easy
Kind
Meaningful
Very Cool Delightful
Relatable
Functional

Stimulate and align with
intrinsic motivation to
facilitate lasting
BEHAVIOR CHANGE

HotSeat
HOTSEAT tackles sitting
disease through behavior
change and game design

Whose
responsibility is
this need?
Look for
orphaned needs.

STRATEGIC
PARTNERS
PEOPLE
FAMILY &
FRIENDS
SOCIAL MEDIA
COMMENTATERS
WELLNESS
SALESPERSON
STATE/FED
LEGISLATION
STATE/FED
REGULATORS
HR BENEFITS
ADMIN
CONTENT
CREATOR
INTERNAL
SALES
DTF/DSPOC
COMPANY
CONTACT
UCCI
IT
OFFICE
ASSISTANT
3RD PARTY
VENDOR
OTHER
PATIENTS
GOVN’T
ADMIN
BLOGGERS RECEPTION BROKER
HYGIENIST
DENTIST
STATES VS.
OVERSEAS
CONFERENCES
AT WORK
AT HOME
BENEFITS
FAIR
MILITARY
EVENTS
PROVIDER
OFFICE
EXAM ROOM
WAITING
ROOM
PARKING
LOTS
COMMUNITY
OUTREACH
TRAVELING
ONLINE
IN CAR
REMOTE VS.
POPULATED AREA
CO-WORKERS
DEPENDENTS REPORTERS
RECOVERY
KIDS BEGIN
DENTAL CARE
USE MYDENTAL
BENEFITS
UNDERWRITING
ONBOARDING
CHANGE
PLAN
CHOOSE
DENTAL
TREATMENT
EMERGENCY
PROTOCOL
BENEFITS
SELECTION
ACCOUNT
INSTALLATION
MEMBER
REGISTRATION
MAKE AN
APPOINTMENT
SUBMIT A
CLAIM
INQUIRY
REFERRALMAKE A
PAYMENT
HOME CARE &
MAINTENANCE
ONLINE
REGISTRATION
CAN
CREATION
ACTIVE DUTY
ACTIVATION
TRAVEL TO
DENTIST
COST-
ESTIMATOR
AUTHORIZATION
APPROVAL
LOD
INJURY
STRATEGIC
PARTNERS
INFO STORE
AUTHORIZATION
SUBMISSION
LOD
APPROVAL
MILITARY
INSTALLATION
GRIEVANCES
SUBMIT AN
APPEAL
AUDITS
GO TO
DENTIST
FIND A
DENTIST
MOVING
PLAN/
PRODUCTS
OPINION
LAB
CO
COMPUTER
BILLS
COVERED
SERVICES
TABLET
EM
W
PROVIDER
AMENITIES
BENEFITS
GRID
MY
B
W
MPHONE
LETTERS
(W
MARKETING
MATERIALS
CHOMPER
CHUMS
PRE
DETERMINATION
GOOGLE
MAPS
ID CARD
MEMBER
APP
SOCIAL
MEDIA
MOBILE
APPS
UCD WEBSITE
ENVIRONMENTS PROCESSES
DENTAL
SUPPLY REP
PEOPLE
ORAL
SURGEON
OTHER
DENTISTS
PHARMACY
LAB
INSURANCE
COMPANY
FAMILY
OFFICE
MANAGER
HYGIENISTS
SPECIALISTS
RECORD
KEEPING
TRAFFIC
PARKING
LOT
ADMIN
SPACE
OPERATING
ROOM
LOCATION
WAITING
ROOM
OFFICE
ASSISTANT
RECEPTIONIST PATIENTS
SENDING
EMAILS
FILING
CLAIMS
SCHEDULING
APPOINTMENTS
FACILITY
MAINTENANCE
GREETING
PATIENTS
CREDENTIAL-
ING
OBTAINING
LICENSING REQ
CLEANING
TEETH
BILLING
PATIENTS
CONDUCTING
PROCEDURES
BEING ON-CALL
FOR HOURS
CONDUCTING
EXAMS
PHONE
CALLS
ORDER
SUPPLIES
MARKETING
FAX
WEBSITE
MY PATIENT
BENEFITS
EMAIL
PRACTICE
MANAGEMENT
SOFTWARE
MAIL
DENTAL EQUIP-
MENT/TOOLS
PHONE
COMPUTERS NETWORK
ENVIRONMENTS PROCESSES ARTIFACTS
BANKING
PEOPLE
PARTNER
ENROLLMENT
DEPARTMENT
PARTNER
SALES REP
TPAS
OTHER
EMPLOYEES
DENTAL
ELECTRONIC
SERVICES
IT SUPPORT
OTHER
CARRIERS
PARTNER
ACCOUNT
INSTALLATION
TRADE
EVENTS
PAPER
HEALTH &
BENEFITS FAIRS
OPEN
ENROLLMENT
BROKER
OFFICE
PRIVATE
EXCHANGE
MOBILE
PUBLIC
EXCHANGE
ACCOUNT
INSTALLATION
MEMBERSHIP
AND BILLING
PEGA SYSTEM
ANALYST
OPEN
ENROLLMENT
ENROLLMENT
PROCESS
PERFORMANCE
GUARENTEE
RESEARCH ON
AN EXCHANGE
REVIEW
CLAIMS EXP.
BILLING
PROCESS
MEMBER
COMPLAINTS
BROWSE ON
THE WEBSITE
REVIEW OF
LAWS
BILL
PAYMENT
REVIEW
NETWORK
SUFFICIENCY
DETERMINE
FUNDING
NEED FOR
INSURANCE
ONBOARDING
EMPLOYEES
REVIEW OF
COMPETITORS
FINALIST
PRESENTATION
DETERMINE
BENEFIT
BUDGETS
REQUEST A
QUOTE
GEMUS
ERROR
REPORTING
PREMIUM
FILES
CERT
E-DELIVERY
(ENROLLMENT)
SHARPOINT
(MAINT. FORMS)
POLICY
DOCUMENT
AGL (INSTALLA-
TION & MAINT.)
DEMO-
GRAPHICS
SALES
BROCHURES
GPA (POLICY)
COB
LAT
GEO
P
EX
ELECTRONIC
FORMS
ADMIN KITS GLI E
ACCOUNT
MANAGEMENT
PORTAL
E-BILL
INVOICES
ELECTRONIC
COMMUNICATION
PAPER
ENROLLMENT
ENVIRONMENTS PROCESSES ARTIFACTS
DENTAL
SUPPLY REP
PEOPLE
ORAL
SURGEON
OTHER
DENTISTS
PHARMACY
LAB
INSURANCE
COMPANY
FAMILY
OFFICE
MANAGER
HYGIENISTS
SPECIALISTS
RECORD
KEEPING
TRAFFIC
PARKING
LOT
ADMIN
SPACE
OPERATING
ROOM
LOCATION
WAITING
ROOM
OFFICE
ASSISTANT
RECEPTIONIST PATIENTS
SENDING
EMAILS
FILING
CLAIMS
SCHEDULING
APPOINTMENTS
FACILITY
MAINTENANCE
GREETING
PATIENTS
CREDENTIAL-
ING
OBTAINING
LICENSING REQ
CLEANING
TEETH
BILLING
PATIENTS
CONDUCTING
PROCEDURES
BEING ON-CALL
FOR HOURS
CONDUCTING
EXAMS
PHONE
CALLS
ORDER
SUPPLIES
MARKETING
FAX
WEBSITE
MY PATIENT
BENEFITS
EMAIL
PRACTICE
MANAGMENT
SOFTWARE
MAIL
DENTAL EQUIP-
MENT/TOOLS
PHONE
COMPUTERS NETWORK
ENVIRONMENTS PROCESSES ARTIFACTS
ECOSYSTEMS
MEMBER
PROVIDER
EMPLOYER
BROKER
Audit every
touch point in
the ecosystem
against hierarchy
of needs.

CVS
Helping a Hospital
Empower the Newly
Diagnosed

HBR: Belinda Parmar
“Empathy can be measured, and your business’s
empathy quotient can be assessed, allowing CEOs to
pinpoint their companies’ strengths and weaknesses,
and see how they rank alongside their competitors.”
EVALUATE AND MEASURE

Consider how business decisions
will impact the customer through
a gut check or more involved
surveys and analysis.
How many people will be
effected, and how often?
Positive
Neutral
Negative
BUSINESS DECISIONS
GUIDING

MOVE BEYOND
DESIGN THINKING
INTO DESIGN DOING.

WHAT IS YOUR SUPER POWER?
WHAT DO YOU CARE ABOUT?
WHAT IMPACT DO YOU WANT
TO MAKE?

WE ARE THE DESIGN.
Aleta Hayes

@ Amy Cueva | @ MadPow - Founder & Chief Experience Officer
@CenterHXD – Director | @ HXRefactored - Chair of Design Track
THANK YOU.