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Patient Experience Strategy: Rethinking the Fertility Journey

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The journey of assisted fertility (conceiving a baby through medical assistance) is a lonely and stressful one...a roller coaster of challenging emotions that, as experience designers, we hoped to smooth out.

Aliza Gold and Kijana Knight, senior designer / researchers at projekt202: a design and innovation firm, initially gave this presentation on March 26 at the Healthcare Experience Design Conference 2013. It is a case study of a service design and research strategy project for a fertility clinic: Reproductive Medical Associates of Texas (RMATx).

RMATx came to projekt202 for help with creating an excellent experience for patients of their clinic as they were planning and beginning construction on a new clinic in Austin, TX (their first two clinics are in San Antonio).

The team conducted participatory interviews with staff and interviewed patients to build understanding and develop insights. Using what we learned through our analysis / synthesis process, we created a patient journey map, a proposed layout, storyboards for concepts, guiding principles, and a program of the space document. The presentation walks through what we did and discovered, and our recommendations to the clinic. After the HxD presentation, a designer who works with post-traumatic patients said that our findings mapped well to his work and likely to other medical conditions.

Patient Experience Strategy: Rethinking the Fertility Journey

  1. 1. RETHINKING THEFERTILITY JOURNEY Patient Experience Strategy Through Empathy Aliza Gold and Kijana Knight | projekt202
  2. 2. THE FUN PART, RIGHT? c photo credit: http://www.flickr.com/photos/nathanoliverphotography/6903022536/sizes/k/in/photo
  3. 3. c photo credit: http://www.flickr.com/photos/99619705@N00/7876548520/sizes/l/in/photostream/it’s not working
  4. 4. you can’t have kids
  5. 5. cancer infertilityEMOTION
  6. 6. Dr. Francisco Arredondo, RMA of TexasA DIFFERENT CLINIC
  7. 7. I could not believe that there could be that muchmedicine I would need to take. I immediately feltoverwhelmed and thought what the heck am Idoing. I took all the boxes in the garage and waited forPete to come home.I called RMA to talk with my nurse Rachel and was toldshe no longer worked at RMA. I start panicking alittle bit because Rachel had such a soft, caringdemeanor. RMA is currently training a new nurse butunfortunately, a specific nurse is not assigned to mycase yet. Source: http://www.sharsfertility.com
  8. 8. c photo credit: ttp://www.flickr.com/photos/amagill/2120228928/STRESS + EMOTIONS
  9. 9. a smoother patient experience c photo credit: http://www.flickr.com/photos/21992612@N03
  10. 10. THE JOURNEY understanding the challenge
  11. 11. birth rates have exploded1600 1700 1800 1900 2000
  12. 12. EXPECTATIONS the likelihood of getting pregnant after 1 monthage 30 70 – 80% 20 – 30% what women think the truth
  13. 13. INFERTILEinfertility affects 1 in 8 couples
  14. 14. why am I here? c photo credit: http://www.flickr.com/photos/silvergelatin/3008068969/sizes/l/
  15. 15. BE DIFFERENTimprove the fertility journey for patients – the experience
  16. 16. SPACE BILLING STAFF CLINICCOMMUNI- SERVICE CATION ECOSYSTEM PATIENTS EDUCATION TECH
  17. 17. IMMERSIONseeing the world through their eyes
  18. 18. UNDERSTANDING a clear view to the problems
  19. 19. STAFF COUPLE
  20. 20. Image: clinic breakdowns (we have)
  21. 21. LONELY JOURNEYfeeling isolated because of the stigma of infertility
  22. 22. NEW PERSPECTIVE challenging our beliefs
  23. 23. CONNECT c photo credit: http://www.flickr.com/photos/jlhopgood/6653628559/sizes/l/in/photostream/
  24. 24. HOPEa light at the end of the tunnel
  25. 25. OPPORTUNITIES solutions emerge to define an experience
  26. 26. GUIDING PRINCIPLES
  27. 27. Patients need quality and consistent individual care. 1 Free up fertility coaches to focus on 1-on-1 interactions with patients. 2 Provide patients with dedicated care teams.
  28. 28. The staff are a critical to the practice ecosystem and patient experience. 3 Improve consistency and efficiency. 4 Increase communication between staff and patients. 5 Prioritize training for staff.
  29. 29. The clinic couldn’t do everything,so help patients help themselves.6 Create additional opportunities for patients to get emotional support and tools to educate themselves.
  30. 30. SMOOTH
  31. 31. NEW EXPERIENCE systems to enable patients and staff to connect EMPATHY = MEANINGFUL RELATIONSHIPS
  32. 32. ALIZA GOLDaliza.gold@projekt202.com@alizagoldKIJANA KNIGHTkijana.knight@projekt202.com@kijanaknight

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