Sunday, December 17, 2006

Final Concept 1

Beste is a designed service aiming to connect young and elderly people providing them with benefits through a net community system. This is how it works:

This is the poster for the final exhibition. Along with this we presented various evidencing materials like the Beste member card, tickets with special discounts, info on a computer course at the activity center and a doctors perscription.

Monday, October 23, 2006

Entering the Critical Phase -gathering the bits and pieces to form a final concept.

We spent a day just sorting out all our different concepts and divide them into sets of ideas and writing them down on Idea cards. Then we grouped them according to similarities and relevance. Finally we came up with three concepts we all liked and once again we did the AT ONE analysis of each of the new concepts.

Concept 1: The Samaritans

Manny people, especially elderly, come to the doctor without a specific illness but with the need of someone to talk to. Our society is growing impersonal with people finding themselves lonely or with no meaning in life. In our concept we want to appeal to the young searching for meaning and create a service where these people can come in contact with elderly people and spend time with them. We would cooperate with Fastlegen and Hjemmetejenesten, to ensure credibility and trust, and create a database where the young and old could match and meet. Focusing on for instance the preparation of a meal hey could have a reason for meeting. The service should bridge the gap between young and old by triggering curiosity and interest in what the other part has to tell.

Concept 2:The new fastlege

2. The new fastlege: Today the appointment at the fastlege is often associated with waiting, anxiety and frustration. We want to turn it into a stress less, calming experience were you get the feeling that also your time is valuable. We might not be able to make the waiting time disappear, but we want to at least make it meaningful. In this concept we focus on the communication, especially information, and transparency in the fastlege centre. Also we want to make it warmer and more personal. We want to create a uniform profile where al the “fastlegekontorer” looks the same. This to create a feeling of justice and trust. Some ideas to the solutions of this are presented in this chart.

Concept 3: Preventative work

Work related diseases cause massive loss in manpower. We want to go to the root of the problem. And we think that if you by statistics are determent to develop “musearm” or “datanakke” after a year at work in and IT environment it is only fair that you get rewarded if you don’t. You would save the municipal a lot of money and they should share some of it with you. By offering a healthy lifestyle through easy access to exercise, healthy food and a rewardsystem we want to encourage healthy living and to take the load of work related diseases of the fastlege.


Saturday, October 21, 2006

The final concept Medimin - the card and the machine at the pharmacies. The same concept could also be implemented just as a journal card system, without the machines. That would be both easier and cheaper to apply on the existing system..

The touchpoints in the service combined with the main emotions for each one of them.

Freedom is something that appears when you are relaxed and assured. There was a discussion of if the definition should be in control instead, and that might be more suitable as well.
Anyway, the superior feeling of being in control should be freedom; freedom to come and go as you like, metaphorically compared to travelling with a light cabin bag - no need to check in your luggage - just of you go..

Assured as in that youl feel that you have control over your own health. At the same time it should give you the impression of that someone's looking after you (your doctor or the system in general). When you need a refusion to a specialist, or when you need a new prescription this could be automatically updated to your card when you swipe it at the pharmacy. If you have prescriptions for chronical conditions there could be a service with reminders on sms.
The medicine-machine at the pharmacies could also help people who need it, particulary old people, to organize their medicins in daily doses.

Relaxed - the card should give an association to the travel bag kids sometimes wear around their neck when travelling; keeping track of all documents you need, like passport, ticket, phonebook, money..

First out is one concept that appeared through touchpoint cross pollination. It is an combination of a prescription and an automat. This automat could be placed at pharmacies, and your own access should be through a card that work as a journal to give you control over your medical history. We work with words, pictures and metaphors to describe the emotions in the concept.


Most business professionals of various backgrounds find it hard to relate to emotions directly connected to their working field. They often seek designers help to analyse, understand and describe emotions related to products as well as services. Therefore it is of great importance that designers are able to work professionally with the emotional dimension in a development process.
Emotional experiences can be designed for a specific service touch point or choreographed as an experience through several encounters with several service touch points (experience flow).
We take two of our earlier concepts that we think has development potential; one of them more radical than the other, and focus especially on the emotional experience in the chosen service concept.

With MedTV we combine the health center with a reality show of the more sober type. MedTV should show the daily life on the health center. The gain of this arrangement ould be a teaching aspect for other patients who watch TV, and the appointments might be subsidized with the commercial income of the show. The patients would of course be aware of the special conditions at this particular health center, that their appointment might hit the screen. Maybe this might be their own 15 minutes of fame, or as an alternative they could choose to be anonymous.

Another idéa of ours is to combine religion and health. Faith can be an iportant part of the healing of the body, more pragmatically referred to as the placebo effect. One aspect is to simply incorporate a sacred type of architecture in the physical appearance af the health centers. We also discuss if the local church's natural centerpoint in society (historically) could be adapted by the health centers - a place to gather, to worship, to focus on health - to create a preventive effect. Maybe the catholic confession could act as a model for the patients appointment with his doctor?
We discuss if we need something to believe in in this health religion and stumble upon quant medicine (also called energy medicine) as an interresting option. This is basically communication through different frequences with the body on a cellular level, to discover different types of imbalance and illness in an early stage. The use of this type of technological equipment is already in use as a diagnosis tool in hospitals, so this could be a supplement to the meeting with the doctor at the "confession". Quant medicine equipment visalizes your health status on a computer screen. If the effects of how you treat your body were more visible to you as a patient, maybe this could affect your life style..?

Friday, October 20, 2006

During the intro to the task by two different doctors it gets clear to us that there is a big patient segment who contact their GP almost without ny obvious reason. They are not really sick, maybe they are old, lonely, sometimes hypocondric, or just anxious - looking for their doctor, with the authoroty that follows his occupation, to confirm that they are doing fine. The public therapeutic offering through psychologists and psychiatrists are decreasing, and at the same time there seem to be a big need for this aspect on health in society. Why not create a new occupation - a mixed breed of a medical doctor and a psychologist. Doctor means teacher in latin so we chose ADIUTOR (that means guide in latin) as the name on this new direction.

This is the competition landscape, as we see it, in health care today. In the "center" of this net we place the GP's office, besides that this is central in the designbrief this is also the first contact place for most patients when they need to check up on their health status. Some of the internal connections between the actors are marked out as well.

Tuesday, October 10, 2006

Zeitgeist-map of the trends in nordic society, some of them contradicting but still coexisting.

What is the doctor's core competence? We try to get to the piont with the five why method, asking ourselves why the doctor himself started his carreer in medicin in the first place. The conclusion is a diagram of the the two core user's interests of the medical service; the doctor and the patient might have a slightly different perspective in this matter, mainly because the doctor has to deal with reputation and status both among colleagues and patients.


"The core of all service provision is the offering that they deliver to their users. In reality this is a mix of primary (core) and secondary offerings. The core offering is often the reason a company exists and is central in the service provider’s strategies, brand, employee competences, infrastructure and its touch-points. In other words, it forms the so-called company DNA."

To design the optimal offering for the customer we need to understand the context or market space that the company is operating within. This requires the careful consideration of the three elements core competence, time spirit (zeitgeist) and the competition landscape; to investigate whether there is a need of this service and to find out where we can find a way to fill the gap between existing offerings.

Friday, October 06, 2006

list of excisting touchpoints

we chose to divide the touchpoints into three categories: physical, communicative and human interactive. The communicative touchpoints are good for reaching out to new/excisting customers and for spreading information; like flyers, magazines and tv-commercials. The physical touchpoints stand more out, create moods and emotions, are closer to customers and are often under controlled surroundings; like interior, signage and businesscards. The human interactive touchpoints are not that easy to control, can start rumours (both positive and negative) and can also build trust; like word-of-mouth and brand-ambassadors

visualization of excisting touch-points (not only in health-services)


"Services are delivered through touch points. Each time a person interacts with a touch-point they have a service-encounter, something that gives an experience and adds to the person’s relationship with the service and the service provider."

Going to the doctor involves many touchpoints. Everything from making an appointment: the call, the waiting, the answer- to getting there: information, transport- to arriving: the entrance, the waiting room, the counter- to the consultation: meeting the doctor, receiving prescription, paying- to leaving: the exit, the medication, transport.

Imagine being ill and needing medication but not being able to obtain it yourself. Maybe you are a single mum with 4 sick kids, or an elderly with no close family, maybe you are feeling unwell but not so bad you want to call an ambulance; call The Samaritan Service! The samaritan service would be a co-lab between the army, Box delivery and cool bikes from Kona. Humanity would be a duty and young peolpe enrolling the army would be ready to service society. With recognisable uniforms and the "kool" of bicycle couriers, they would come to your house, providing the help you need, showing society that people still care! "Their duty to serve society, and its an order!"

Bringing in a football coach as an expert in strategi and teamwork, an event-bureau for new and fun ways of teambuilding and students from the university as personal counsellors, could the idea of building teams amongst the patients help them in the recovering and preventing process? If patients with the same diagnose were part of one team they could be supportive and positive for eachother, sharing experience and knowledge. All with the same goal; getting- and staying healthy.
So how could we make going to the doctor fun? Would it be possible to bring in an actor known for being entertaining and funny? What would happen if a circus was involved? Maybe the circus could travel around the country giving children free vaccination shots? Making a positive and fun experience for kids, taking the focus away from the actual doctors visit. Then again..the sight of a crazy clown with a giant injection might not be all that fun..

"The actors you put together into a service will dictate the offering the service provides. The designer should therefore approach actors from two perspectives:
- Matching actors to an identified need
- Creating new solutions by mixing new or unexpected actors together"

What if one could go to Dr.Green, the sustainable doctor? Located on the countryside, in an old farmhouse with idealic surroundigs. Wouldn't it make you feel healthier just breathing in the fresh air and admiring the beautiful nature? Knowing that all the medication prescribed to you was organic, made by your doctor on site using solar-energy? Or how about taking a dog for a walk, on prescription from the doctor, preventing illness by activating and cheering up the patient? If the health-sector worked together with Norsk Akademi for Naturmedisin, Alternativ Energi, Norsk Kennelforbund and maybe the heartwarming Dr.Paws it would be possible

Sara, Andrea and Claire form a group and start off with the ATONE method.. Thats means Actors is the first one out. First we make a diagram of the situation today, putting the focus on the health centers since thats the task here.