Ssssshhhh. Mental Health. Say it quietly. We all have mental health, and it continually fluctuates. The great digital transformation supertanker seemed to have sailed past healthcare, causing a real disconnect from our needs to a range of available services. Over the course of a year, Jonathan led a consortium incorporating MIND and the NHS in Bradford to discover what was needed. If you’re interested in the next great age – the age of responsibility, and wanted to know how designers actually create the strategy for a Machine Learning Engine, come get stuck in the weeds of doing, not talking.

1. Jonathan combines 24 years experience of digital design,
brand strategy with user experience. He has been lead within
a number of high profile agencies including Tribal Worldwide,
Accenture Digital, Digitas LBI and Fortune Cookie for a range
of high profile clients including Argos, BEIS, BT, O2, MIND,
UEFA and Volkswagen.
He holds a 1st BA(Hons) Interactive Systems Design from
Staffordshire University and holds awards from Creative
Review to D&AD. He lives with his family in Kent, currently
working on next generation Energy and Health services in his
own consultancy: Love Experience. jlovattyoung
Jonathan Lovatt-Young

2. THE
OXYTOCIN
ORGANISATION
DESIGNING A MENTAL
HEALTH MACHINE
LEARNING ENGINE
XD 2020

3. THE
OXYTOCIN
ORGANISATION
Dealing with it’s
not ok
The journey of
discovery
Designing for needs Creating utility
How to design in the
unknown
Being useful

4. DEALING
WITH IT’S
NOT OK
THE
OXYTOCIN
ORGANISATION
PART 1
PART 2
PART 3

5. The little blue book
THE
OXYTOCIN
ORGANISATION

6. IT’S OK
TO NOT BE OK
12% are exhibiting PTSD
symptoms from their mobiles
25% 16-24 year old women
self harm
33% are experiencing a mental health
condition right nowTHE
OXYTOCIN
ORGANISATION

7. THE
OXYTOCIN
ORGANISATION
THE DIGITAL
DRAIN
Increase our wellbeing
+ Physical
+ Social
+ Creative
+ Awareness
+ Giving
Charge up to
build resilience

8. 37%
25%
16%
3%
3%
1%
3%
4%
4%
3%1%
Trouble concentrating
Experienced abuse
Wanting to "hurt myself"
Memory and learning difficulties
Eating problems
Self care
Hearing and seeing things
Down or hopeless
Sleep trouble
Feeling worried
Relationships and Self-Esteem
31%
27%
2%
8%
7%
20%
2%2%
Trouble concentrating
Experienced abuse
Wanting to "hurt myself"
Memory and learning difficulties
Eating problems
Self care
Hearing and seeing things
Down or hopeless
Sleep trouble
Feeling worried
Relationships and Self-Esteem
37%
25%
16%
3%
3%
1%
3%
4%
4%
3%1%
Trouble concentrating
Experienced abuse
Wanting to "hurt myself"
Memory and learning difficulties
Eating problems
Self care
Hearing and seeing things
Down or hopeless
Sleep trouble
Feeling worried
Relationships and Self-Esteem
DATA AT THE HEART
Helpline Website Search

9. 0
0.1
0.2
0.3
0.4
Trouble
concentrating
Experienced
abuse
W
anting
to
"hurtm
yself"
M
em
ory
and
learning
difficulties
Eating
problem
s
Selfcare
Hearing
and
seeing
things
Dow
n
orhopeless
Sleep
trouble
Feeling
w
orried
Relationships
and
Self-Esteem

10. ATTACKING THE SYSTEM
11 NEEDS
Severity of depression
PHQ 9
Track anxiety
GAD 7
Clinically recognised
Tools on SystmOne
10 minute GP appointments

11. 50 SHADES OF PASTEL
Offerings are OR - in that they are
completely mental health or positive
wellbeing/health e.g this girl can.
These propositions are polarising and
don’t cater for the mass middle ground
+ Mental health is
perceived as an illness
+ Not proactively
managed like our
physical health

12. LEVEL 0 PLEASE
The assumption as per the NICE stepped
care model (levels 1-5) is that the service
user engages with a HCP and therefore is
required to make an appointment
Bu a level 0 is required in the stepped
care model – where the individual is
self sufficient in exploring their needs
and options. There are better outcomes
when the individual is in control and
responsible

13. DESIGNING
FOR NEEDS
THE
OXYTOCIN
ORGANISATION
PART 1
PART 2
PART 3

14. STARTING WITH RESEARCH

15. Prioritisation (recommended from a person):
1. Availability / known capacity
2. Returning user
3. Profile language/age/sex fit
4. Location
5. Inferred need dominance
6. Specific service boost
Directory
Logged in
Healthy
Minds
Healthy Minds
Service architecture
Categories
Map view
Add new
Validity
Non
category
Case notes
BP
Add own
notes
Favourites
Sharing
settings
Edit
Access
English
Polish
Slovak
Latvian
Urdu
Shahmukhi
Gurmukhi
Hindi
Hindko
Bengali
Gujurati
LanguageStart
Profile
SystmOne
With others
AdAstraPPC
Organic
Login
Male
Female
Prefer not say
Read out
labels
Paths
The
experience
Whole health
Clincial
assessments
Everyone is
unique
Timings
What are
referrals
Area
2 services
How best
contact
Instant
access?
Associated
content
Valid
Print
Top tip to
take action
Costs
Social proof
Inspiration
quotes
Taken
required
Print top 3
Add personal
note1 app Show 3
alternatives
See all
On top 3
On previously
shown
Make
suggestion
On option
% viewed by
others with
same needs
Users of this
also viewed
Total # apps
available
Fitting
demographic
Last time
checked
Flag
inaccuracy
Newly added
Set mini goal
Store/share
options
Set calendar
event
See all
Sort by
Other orgs
Provider login
Bury and boost
New
organisation
New service(s)
Request check
Archive (not
visible)
Restore
< 16 years
16-20 years
21-65 years
First response
transfer
First time
Returning
Previously
diagnosed
> 65 years
Prefer not say
Prefer not say
Wizard Directory
About us Chat
Self referred digitally enabled (individuals and carers)
Health and care professionals inc GPs, Urgent Care, social care
Service providers (inputs to database)
Front line - Voluntary & Community Services
Primary (MH) care - social workers, community MH nurses
Secondary (MH) care - MH ward nurses, occupational therapists
Need
Sleep trouble
Eating
problems
Trouble
concentrating
Wanting to
hurt myself
Feeling
worried
Rarely
Some of the
time
Often
All of the time
Hearing and
seeing things
Feeling lonely
Experienced
abuse
Professional
Sex
What to
know more?
Recency
Voice
Down or
hopeless
Engage in
creative
Engage in
social
Engage in
exercise
Web System
Individual/
3rd party
Build
resillience
Select
multiple
Over time
Location
Top 3 tiles
Social proof
Usefulness
feedback
Usefulness
feedback
Total results
Goal setting
Reminder
Options
In crisis?
Service detail
Messaging
1. Anonymous profile is to provide recommendation
2. Every case is unique, we will provide best options
Help me find Explore the directory
Explore the
directoryUnderstanding and
accessibility
Personal overview
Construct of needs
and frequency
View detail of option
Messaging
1. It is your responsibility to choose and action the options
2. Referral times can be long, good starting place is helping yourself
3. The best outcome is when you are in control
4. Your previous results were XYZ and have been revised
If previously stored
Needs
Time per need
After selecting need, present + additional
Sleep
Abuse and trauma
Depression
Stress and anxiety
Relationships and self
Eating and body image
Mania and bipolar
Suicide and self-harm
Psychosis, hearing voices
and schizophrenia
Wizard completed

16. Prioritisation (recommended from a person):
1. Availability / known capacity
2. Returning user
3. Profile language/age/sex fit
4. Location
5. Inferred need dominance
6. Specific service boost
2 services
Instan
access
A
Valid
Print
Top tip to
take action
Costs
Social proof
Inspiration
quotes
Print top 3
Add personal
note1 app Show 3
alternatives
See all
On top 3
Make
suggestion
On option
% viewed by
others with
same needs
Users of this
also viewed
Total # apps
available
Fitting
demographic
Last time
checked
Flag
inaccuracy
Newly added
Set mini goal
Store/share
options
Set calendar
event
Provider login
Bury and boost
First response
transfer
Need
Eating
problems
Trouble
concentrating
Wanting to
hurt myself
Often
All of the time
ring and
ng things
Select
multiple
Over time
Top 3 tiles
Social proof
Usefulness
feedback
Total results
Goal setting
Reminder
Options
In crisis?
Service detail
Explore the
directory
Construct of needs
and frequency
View detail of option
Messaging
1. It is your responsibility to choose and action the options
2. Referral times can be long, good starting place is helping yourself
3. The best outcome is when you are in control
4. Your previous results were XYZ and have been revised
Eating and body image
Mania and bipolar
Suicide and self-harm
s, hearing voices
chizophrenia

17. SWIPE RIGHT
Category challenge
Assessment processes (e.g. Moodzone)
are long linear questions, which can be
difficult to understand the difference
between some questions and only
present the ‘answer’ at the end of the
entire process, which creates completion
anxiety in itself
Members can answer as much or as
little as they feel, we won’t judge them
on a form completion, but will use the
data to make best recommendations.
The process should be as fast as
swiping through Tinder to make rapid
choices, by being mobile first
Design implication

18. Category challenge Design implication
With a stigma of mental health, creating
and leaving a digital footprint for others
can be a barrier to engagement by
needing to remain anonymous
We do not track or have the capability
of ‘accounts’. Only with explicit
permission do we store profiles to be
used again in future and make it easy to
clear this stored cookie
PRIVACY AND
PERMISSION

20. THE BLEND COMPLEXITY
Category challenge Design implication
Assessment processes funnel to
produce a labelled need (e.g. Anxiety),
but in reality there are multiple needs
with different occurrence levels. Early
labelling can increase conditions
We have combined multiple data
sources (Google keywords, Guide-Line,
MIND website, Directories) to
understand volumes and labels. We
provide options that best match
multiple needs and do not present
labels

22. CREATING
UTILITY
THE
OXYTOCIN
ORGANISATION
PART 1
PART 2
PART 3

23. SEARCH ALGORITHM =
MACHINE LEARNING ENGINE
Changes over time Training Unique results

24. POSITIVE PERSUASIVE
DESIGN
Category challenge
Knowing what people like me are doing
can be a useful bias to enabling service
users to take action. Currently no graph
exists in current platforms
We use social proof data techniques
from platform engagement - actively
showing rich relevance content from
matching Age, Sex. We present most
relevant pictures to the age category in
the wizard from the demographics stage
Design implication

25. RELEVANT AND
IMMEDIATE
Category challenge
Providing a service that is either in a
difficult location e.g relying on public
transport in rural areas at weekends or
limited capacity/long lead times e.g 12
weeks can lead to the service user
dropping out of the process and re-
entering assessment again later
Using availability and capacity data
within the services directory is the first
stage – show services that people can
actually use that are near them. We
believe it’s better to show a 80% match
they can use, than a 95% one they can’t
access
Design implication

31. SERVICES, NOT
ORGANISATIONS
Category challenge
Many assessment services provide an
overwhelming set of resources, further
reading or organisations to contact. It’s
difficult to know where to start and it
often requires navigation/repetition with
another organisation
We believe in providing a choice
architected best three service matches
via a Machine Learning Engine, with the
ability to see all if needed – not just
organisations. One will always be an app,
which enables instant download and
usage
Design implication

33. KEY TAKEOUTS
Challenge the
establishment
Build the data
Expectations and
learning
Experts training the
engine
Just because there’s a
process, doesn’t mean
it’s any good
Sometimes it’s just
hard work to enable
new services
Training data and
expected outcomes
People make the
technology powerful
THE
OXYTOCIN
ORGANISATION

34. Part one
THE COMPLEX
DISCONNECTED
SYSTEM
Service design for the Mind series
Jonathan Lovatt-Young
Part two
DESIGNING
FOR REALITY,
NOT EXCLUSION
Service design for the Mind series
Jonathan Lovatt-Young
Part three
THE USEFUL
UTILITY
Service design for the Mind series
Jonathan Lovatt-Young
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35. THANKS
AMAZON
PAPERBACK
KINDLE
UXLIVE
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