Inbound, Hubspot's annual marketing conference, doesn't disappoint. Some of the my favourite talks were by Adam Grant (Professor at Wharton), Jen Rubio (Away Luggage) , Dharmesh Shah and Brian Halligan (Hubspot), and of course Michele Obama. What amazed me was the lighthearted spirit of the event and how much fun everyone was having!
The Shift conference is an annual event organized by students of the graduate school of design, business school and Harvard College to talk all things design. This year's theme was how shifts in design innovation can lead to social, cultural and technological progress. One of the services that really caught my eye is "Circulation" - the nation's only all-in-one healthcare transportation platform with built-in connectivity between hospital information systems and the Uber API.
The Measured Summit: Measuring the Impact of Social Design on Human Health - was held in NYC on January 24th, 2017.
Monitoring and evaluating the effect of design on social issues is a difficult endeavor. This summit, via short talks and panel discussions, explored success, strategies, tactics, and tools for quantitative and qualitative impact assessment.
I went to this conference due to my own quest for evaluating the impact of our work on clients businesses and on overall customer experience. I heard several interesting new ideas and some old ones, but I was particularly enamored by Michael Murphy of Mass Design whose company has put enormous effort into measuring the impact of architectural design work in African hospitals. They put systems in place to gauge direct and indirect effect of their work on Education, environment, economic and emotion of the people involved in the project. Teams and stakeholders worked together to identify which elements of the design would impact the project goals before establishing measurement methods.
See his full talk here.
A Mad*Pow crew made it to Design Innovation in Healthcare event hosted by Foundation Medicine in Cambride. There were lightning talks by area design leaders on the challenges of designing for health. Physicians, researchers, UX designers and strategists came together to discuss the implications of our work. Foundation Medicine uses data and design to bring about better cancer care.
The diagram above is to show how Brand, Customer and User Experiences come together to create an experience, the successful coordination of which can create happy customers. While working as a service designer I learned how to analyze and orchestrate each of these in a timeline, while mapping the customer facing activities and the "behind the scenes" processes. Looking at things in a chronological order has helped me make sense of the myriad inputs I have to synthesize as a designer, but more on that later!
Our research project "Analyzing Household Participation in the Single-Stream Recycling System", the precursor to our thesis, won first place in the Faculty Research Day (FRD) held at University of Bridgeport! FRD, an annual event, is an opportunity to show innovative ideas from the school of Arts and Sciences, School of Business, School of Education, School of Engineering, College of Public and International Affairs, Shintaro Akatsu School of Design and the various health institutes. Super psyched to have also won third place for our poster "Metrocrops"and honorable mention for "Design Thinking in Action – Bridgeport YMCA"! More here.
Ernest and I had the most amazing time facilitating a workshop with undergraduate and graduate students (and a professor) at SASD. We did this as part of the Design Kit: Facilitator's Guide on Novoed with material from IDEO.org and +Acumen,. This is a great course for anyone looking to introduce others to human-centered design, but before that, do take the Design Kit: The Course for Human-Centered Design so you're familiar with the process. Hope you enjoy our little compilation of the workshop!
So I headed out to New York this past weekend to attend the New York City chapter of the Global Service Jam. We were all split up into groups and given the theme - the sound of a stone falling into water (!) and we all went crazy from there. Our team, Nay Nay, developed a subscription (and on demand) service that would give you a box full of activities if you were faced with analysis paralysis at a moment when you found yourself with unexpected free time! Here is a short video to show you how this "Boredom killer box" would work! And seriously, you have to be a part of next years service jam. Look through the website to find a jam location near you!
So, my classmate Alice and I braved winter storm Jonas this past weekend to attend our very first hackathon! The 2016 Yale Healthcare Hackathon, organized by the Yale Center for Biomedical and Interventional Technology (CBIT) and the Yale-New Haven Health System (YNHHS). The theme was: Re-engineering the Patient Experience & Provider Engagement. The hackathon, at yale School of medicine, was attended by 235 participants from all kinds of backgrounds and several colleges.
So for anyone unfamiliar with what a hackathon is - It is a short intense event in which people come together to solve a problem. It is really fun especially because you get to meet people from diverse backgrounds and you get solutions which can sometimes even lead to a great business idea that you follow through with. Patient Bank is one of the companies formed out of the Yale healthcare hackathon. So the first day of the hackathon, several people presented their perceived "Pain points". A pain point is a problem they perceived with the medical system, healthcare or patient experience. Everyone then reached out to others with similar ideas and after some interaction organically formed groups of people interested int he same pain point.
The pain point I presented and what we worked on was the inability of a patient's family member to track the care being given to the patient if they were admitted to hospital. The location of the patient within the hospital, processes scheduled, doctors visits are all information which are not easily available to family members. Our team had an amazing group of people from all different fields related to healthcare, patient experience, technology and design. I was really happy to introduce my teammates to the process of Design thinking and human centered design and we used that throughout the hackathon. This was a really great experience and I would recommend it to anyone looking to learn how to solve problems collaboratively.
Advertising is the art of getting a Unique selling proposition (USP) into heads of the most people at the lowest possible cost’ and if successfully done it causes a brand to get business away from the competitor, capturing finite space in the minds of consumers. Rosser Reeves, wrote the book “Reality in Advertising” in 1961 while he was chairman at Ted Bates and company and propagated a claim-based strategy for companies to advertise their product. He supported his strategy with research and used the packaged goods industry as the central ground, though the principles can be applied to other industries as well.
Looking at sales to measure the impact of a campaign might not yield an accurate result as there are other influential factors in a fluid marketplace. Reeves proposed an auditing approach where respondents are divided into two groups; those that remember the said advertisement and those that don't (penetration), then ask each group if they buy the product (usage pull). This helps to measure if the advertisement caused the consumer to buy, deterred them from buying or if they were buying the product anyway.
Once a USP is adopted, the campaign shouldn’t be changed too often and focus should be on one message to avoid confusion with multiple claims. This carefully decided upon USP defines a specific benefit of the product, different to that of the competitors and compelling to the consumer. Reeves also discusses the high number of misses in “brand image” campaign which don't rely on a USP and the importance of an advertiser to control his brilliance and focus more on results. Reeve’s “Copy Laboratory”, set up at Bates, that measured the effective delivery of a message in an advertisement before dissemination, is an excellent example of consumer research and Design Thinking in action.