Current trends have expanded the role that people play in monitoring, managing, and making decisions about their health. Whether people are selecting the right health insurance plan, evaluating treatment options, or trying to comprehend and gain actionable insight from complex medical tests or their own fitness data, they are often faced with complex and unfamiliar information and data. Failure to make sense of this information can lead to anxiety, poor decisions, and missed learning opportunities. User experience professionals have an important role to play in improving health care by facilitating comprehension, clarity and actionable insight. In this session we will discuss how to design experiences that support complex decisions and sense-making in the healthcare space. You’ll learn how different types of users approach diverse health information and offer you practical guidance on how to improve their experiences.
4. Innovation for
better lives
Improve the healthcare experience by designing and
developing solutions which engage healthcare
consumers and facilitate business transformation
Our mission:
11. UX can help people feel
empowered
UX+ =
Empathy Systems thinking Psychology
Information design
12. Let’s dig into a few ways UX can solve health care complexity:
Making decisions about health coverage
Making sense of medical information
Taking advantage of the sea of health data
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15. Meet Amy…
26 years old
She just finished her Master of
Social Work Degree
Landed a job at a local non-profit
First full-time job with benefits
16. Well, sort of…
Rather than offering traditional
benefits, Amy’s employer is offering
health coverage through a
Health Insurance Exchange
17. Health insurance exchanges are
marketplaces for health plans.
Millions of employees are now
receiving coverage through public
and private exchange.
Health exchanges explained
18. That’s great for employees, right?
Employers love exchanges
because they make costs predictable
and provide plenty of options for employees.
Health exchanges explained
19. More choices often lead
to more anxiety & regret
and lower satisfaction.
The Paradox of Choice
20. Unlike porridge and jam,
health insurance is complex.
Amy’s Paradox
She’s being tasked to pick the option that will lead to
the right level of coverage for her.
More options = more confusion & potential regret
21. Traditional decision theory says the
most accurate decisions are made using a
weighted-additive approach
How do does Amy decide?
22. Plans differ on a
variety of attributes
• Co-pay
• Deductibles
• Co-insurance
• Out-of-pocket max
• Amount of providers
• In-network vs. out-of-
network costs
Insurance plans
are complicated
23. This is Amy’s first job with benefits
Things are starting to get complicated…
Which attributes are
important?
There is a lot of uncertainty.
24. Currently, Amy is not in
the happy quadrant.
How UX can help
How do we move her?
Abilitydecisionmaker
Simplicity of choice
Decision Complexity
25. Educate her about which attributes of insurance
plans are most important and remove irrelevant
data
Design information so that important plan attributes of a decision are
prominently displayed
How UX can help
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26. How UX can help
Ask Amy about her health care needs in plain
language and analyze our plans for her.
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27. Using our knowledge of
her, we can narrow down
plans to a few
meaningful options
framed in a logical order.
How UX can help
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28. We can format plan information to facilitate clear
comparison between plan attributes that matter most
How UX can help
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29. By employing these
techniques, we simplified
Amy’s choice and empower
her with a better
understanding of her options.
Abilitydecisionmaker
Simplicity of choice
Decision Complexity
How UX can help
30. A High Deductible Plan with an Health Savings
Account
Why? She's relatively young and has few health
conditions. It’s the most affordable option while also
insuring she was prepared in case anything did
happen.
What did Amy decide?
31. Amy can have confidence in her choice.
She also has a few extra dollars each month
to pay for her vacation (she’ll need it).
34. And it’s not getting
any simpler
Full genome sequencing
is becoming readily
available and more
popular
It provides a map of your
unique makeup and finds
variations that may cause
disease or affect your risk
for disease
Photo by Mario Tama/Getty Images
35. Our Challenge in UX…
Make complex medical
information understandable,
meaningful, and actionable.
36. Meet Jack…
Works for a software company in
business development
Married with two kids
Loves running and getting outside
Generally healthy guy
37. Jack decided to have his full genome
sequenced two years ago. Why?
Know thyself. He wanted a better understanding
of who he was from a health perspective.
“Is there something I can be doing to take
better care of myself that I’m not aware of?”
Also, geeky curiosity. Jack has a masters in
chemistry and is passionate about the trends in
genomic diagnostics.
38. Jack was excited when his
results came in…
Particularly since
he could view
them on his iPad!
46. Seriously, after many hours of exploring his
genome, Jack learned:
He has a variant on SCN5A
gene which is associated with
Romano-Ward syndrome.
A common symptom is light-
headedness during intense
exercise.
47. This explains why:
Jack passed out a mile
from the finish line at
the Boston Marathon a
few years ago.
48. This surprising information gave
Jack a sense of relief and motivated him
to change…
He only competes in shorter road races
— half-marathons are just fine!
And always runs with friends, just in
case.
49. Remember, Jack is special…
He’s got a masters in chemistry
He’s familiar with and passionate
about genomics
He’s already pretty healthy
50. We’re not all chemists and for many
people, seeing their genomic results
will be emotionally charged.
How can we make this a better
experience?
51. We’ve already got
the tools
Familiar design patterns
and principles can
transform the
experience of
consuming complex
medical information
69. What can Watson do
now?
Understand the relationship between
speech patterns and
known personality traits
Explore tradeoffs when faced with multiple
dimensions of important data
Provide a natural language question and
answer service
78. • Play: https://github.com/watson-developer-cloud
• Find a good problem to solve
• Gather the right data sources
• Train it on the data - build a “corpus”
• Design the interface
• Plan for feedback loop
How do I use it?
80. Great UX solves real problems in health care:
Making decisions about health coverage
Making sense of medical information
Taking advantage of the sea of health data
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National Healthcare Expenditure (NHE) is projected to hit over $3 trillion this year
It effects us at every point of our lives…
in ways that are core to who we are,
both financially and, more importantly, our health and well-being
Rapid changes are taking place in Policy, Technology, and Science are placing more responsibility on the consumer
Science: Genomics and new treatments
Technology: Mobile adoption, big data & analytics, wearables, Internet of Things
Policy: ACA - Affordable Care Act
So while we live in an incredibly promising time, navigating choices and making sense of data can lead to confusion, paralysis and bad decisions
As User experience professionals we’re uniquely positioned to use our skills in: empathysystems thinkingpsychologyinformation design to help people feel empowered and make better decisions
This is great time in Amy’s life…
One of the lucky ones who gets a job right out of grad school!
With traditional benefits, employees simply enrolling in her employer’s health plan
In Private Exchanges, employees are given a defined amount to help pay for the health plan of their choice
They are then, required to choose their plan out of as many as dozens of plans and carriers.
set stipend = predictable costs
More choices often lead to more anxiety and lower satisfaction.
Iyengar & Lepperand ‘s findings on shopping for jam
After a certain point, the value of additional choices decreases.
Each additional choice also has negative side-effects: confusion, regret, self-blame (if things don’t turn out well)
She's being tasked to pick the option that will lead to the best outcome for her.
Best option = the right level of health coverage (not too much and not too little)
Identify the attributes across all options that are important to you (weight them based on their importance)
Calculate the value of each option’s attributes relative to your desired outcome and sum them.
Then, comparing the utility or value that each option provides relative to other options.
We can even help her develop her own utility function by asking her about her own needs
Facilitate comparison between these options.
Amy retains autonomy but avoids feeling overwhelmed.
Facilitate comparison between these options.
Amy retains autonomy but avoids feeling overwhelmed.
Amy chose a high deductible plan with an Health Savings Account
Why? Because she's relatively young and has few health conditions, she decided it was the most affordable option while also ensuring she was prepared in case anything did happen.
In the end, we were able to transform the experience by removing choice complexity, while finding a new option that she wasn't aware of before.
As you can imagine, the results are highly complex and mind-boggling.
The human genome is HUGE! There’s lots of data to consume. Jack’s tool didn’t give him any information scent. He had to hunt a peck his way through chromosomes to look for warning signs.
Time consuming, not confident he’s looking at the right stuff, worried he’s missing something important in all of this information.
You’d need a degree in medicine to understand the terminology. What does “unknown clinical significance” mean? how do i know what’s good or bad?
Jack has questions about his results, but no one to ask them of. He also knows that researchers need more data. No way to donate his data or join research studies – he wants to be of help, but how?
What do his genes tell him?
http://transhumanisten.com/tag/23andme/
https://www.dukemedicine.org/
That he has a variant on SCN5A gene which is associated with Romano-Ward syndrome. A symptom of Romano-Ward is light-headedness during intense exercise.
This explains why Andy passed out a mile from the finish line at the Boston Marathon.
It also explains why, when he was younger, he often had moments of dizziness when he pushed too hard on the soccer field.
This actionable information gave Andy a sense of relief.
He changed his habits and expectations... Maybe he’s not a marathoner after all.
He now runs shorter distances and trains with buddies. He’s given them warning signs and instructions in the case that he passes out.
Use patterns we’re already familiar with that aid comprehension and understanding.
Tooltips, search within, sorting.
Give me some education about what I’m looking at. Don’t expect me to remember my high school bio classes. Wouldn’t it be cool if I knew what each chromosome was all about before I dove in? If instead of diving in, you also gave me options to learn more about the particular chromosome.
What if I could sort by the chromosomes that had severe mutations I should be aware of? What if I could search for a condition I’m curious about and it told me where to start exploring?
Pull together all the information the user needs to learn. Use patterns like faceted navigation help people explore the depths of the data and make valuable insights. Anticipate the user’s natural questions (am i at risk? Are my children at risk?) and support their follow-on questions.
People will inevitably have questions they can’t answer or worries, doubts, fears they want to express. They’ll want to rely on experts and people in the same boat for support. Researchers need more data to fuel their studies. Use very common online community patterns (forums, videos, etc.) to connect people.
Let me collect and share information that’s important to me. Use patterns like clipboards or bookmarks. Evernote for test results.
So we’ve been talking about some challenging themes
Not just for consumers and patients, but for
clinicians,
providers,
researchers
and insurance companies
…In so many formats:
standardized text,
but also natural language,
voice recording,
video and photographic data
And in many languages
All this information at our disposal makes the challenges of a UX professional a bit overwhelming
how do we help people use this data to make better decisions?
how do we find patterns, make connections, change the way we think about things?
How do we extract meaning from pure data?
- how do we scale and share our knowledge
The human brain remains unrivaled for processing and analytical capabilities.
Our entire lives are spent learning,
creating patterns of understanding,
which we can use to uncover meaning from data.
Able to take in just small pieces of a puzzle and construct the bigger picture
But we don’t scale.
Consuming and learning from vast amounts of data
Understanding colloquialisms and patterns in images
Augmenting understanding with a sense of the environmental situations
I bet you’re starting to wonder how the hell this applies to your project. You don’t have a supercomputer. You aren’t working on AI.
But several companies are working on this:
Google acquired DeepMind, a British AI company, in 2014
Amazon has released the Amazon Machine Learning service
IBM has developed Watson…
How many of you have heard of Watson?
Guy from that great Sherlock show
Never quite sure if he’s…
Back in 2011, IBM’s Watson simply dominated two top Jeopardy contestants.
Look at that guy’s face. These guys aren’t used to being the smartest nerd in the room.
It’s 2015
IBM is investing heavily in using Watson to solve healthcare issues.
New division: Watson Health (2,000 employees!)
Problem:
Many hospitals have a shortage of radiologists on site
Eye fatigue is a common problem with radiologists. An emergency room radiologist may look at as many 200 cases a day.
Due to the volume overload, and limited amount of clinical information available as part of imaging studies, diagnosis errors can occur
Solution:
- Researchers trained Watson using thousands of frames of CAT scans
They taught it to recognize arteries and arterial abnormalities
And then they paired it with medical records
Pairing that with a patients CAT scan, Watson was able to recognize and recommend areas of concern
It reduces the viewing load of clinicians without negatively impacting diagnosis
Source: http://researcher.watson.ibm.com/researcher/view_group.php?id=4384
Scraps:
advanced multimodal analytics, clinical knowledge and reasoning capabilities
qualified to assist in clinical decision making
- CafeWell’s Concierge app leverages Watson
- Process questions asked in normal human speech and search large datasets for answers.
- Learn from each interaction to theoretically provide better and better answers
- Answer users based not only on their question but also on specific information like their location, health status and health benefits available from their insurer, physician or local pharmacy
Source: http://mobihealthnews.com/43442/six-new-health-related-initiatives-for-ibms-watson/
http://mobihealthnews.com/27414/with-watson-api-launch-ibm-turns-to-welltok-for-patients-md-buyline-for-docs/
Partnerships with provider networks
Problem:
Diagnosing a patient’s particular type of cancer is complicated
Determining the right drug combination for an advanced cancer patient is alarmingly difficult
Requires a complex analysis of various sources of big data, rapidly emerging clinical trial information, and personalized gene sequencing
Solution:
Pointing Watson at a patient’s DNA produces personal insights in minutes, not weeks.
Pointing Watson at the sea of cancer studies, external research, and patient data produces possible treatment plans for the physician to consider
Making their decision faster and better informed
Sources: http://mobihealthnews.com/43442/six-new-health-related-initiatives-for-ibms-watson/
http://mobihealthnews.com/20255/ibms-watson-interns-at-memorial-sloan-kettering/
IBM and Amazon have released APIs
to let anyone build apps
that tap into this incredible tool
Concept Expansion
maps natural language (euphemisms, colloquial terms) to more commonly understood phrases
Personality Insights
uses language analytics to infer cognitive and social characteristics (input social media, blog posts, email; use for personalization)
Concept Insights
map your input data to underlying concepts (uses training on Wikipedia; it can broaden the user’s investigation (Google search is just based on exact keywords)
Message Resonance
analyze your draft content and determine how well it’ll be received by users, based on learned data about them
Relationship Extraction
input large amounts of data (e.g. clinical trial data) and explore relationships based on concepts (as opposed to mere keywords)
Tradeoff Analytics
Helps users make better choices to best meet multiple conflicting goals, combining smart visualization and recommendations for tradeoff exploration
Visualization Rendering
built-in, interactive data visualizations which can be customized
Question and Answer
direct responses to natural language user inquiries fueled by primary document sources
Visual Recognition
Analyzes the visual content of images and video frames to understand the content directly without the need for a textual description
“Helper APIs”
- AlchemyAPI – query the world’s news like a database