Shout - CIID for Novo Nordisk

Industry Project

Transcript

1. Process presentation
2. The Brief To explore and expand the company's notion of 'Changing Diabetes', beyond medication, using Social Media platforms & networks
3. The Context People between the ages of 15 - 40, living with Type-1 Diabetes in Denmark
4. My Team’s Initial focus was to look deeper into Lifestyle choices of People living with diabetes and Adherence/compliance with treatment within that lifestyle
5. To be inspired, we spoke with a number of people , both with persons living with diabetes and also with Professionals involved in food-hospitality and fitness-well being industries (One on one and telephonic interviews with 9 people, aged between 21 - 43 over 3 days)
6. Voices and Impressions
7. Interview with Johannes 29 years old, Badminton player, Long distance runner T1 diabetic A constant monitoring of lifestyle choices along with blood sugar readings and insulin intake, day after day, hour after hour His choices in diet / exercise enable him to stay healthy and fit despite having diabetes He uses his life as an example to coach other people, especially those who have been recently diagnosed
8. A Telephonic conversation with Mr G, Age :26, with T1 diabetes Head of a diabetes youth association in Jutland ‘ I do not want to be a diabetic anymore’ A message of frustration aired on Facebook to his friends and the world to maintain sanity despite a demanding lifestyle He too coaches people about living with their condition and adhering to treatment.
9. Owner of a Organic food outlet , speaking about her co-workers child, who was recently diagnosed with diabetes. She did not have much of an Idea about Diabetes previously. ‘I thought if you are a diabetic you shoot up insulin & that’s it...But there is much more to it, I learned from Anne, and how she takes care of Sara ...’
10. Clustering Interviews Clustering this Data - to - gather Insights
11. Insights Examples: The need to have emotional outlets and connections with other people who share the same ailment or who understand the situation is paramount in being motivated to lead a healthy, compliant lifestyle. Among the general public, there is still a lot of work needed in dispensing knowledge and busting myths about diabetes. One way of doing so would be to indulge in common tasks and activities , where people learn from each other. People with Diabetes could be thought leaders into leading healthy lifestyles as they are constantly aware of the changes in their body and need to maintain a constant balance between what they consume and what they metabolize.
12. Insights leading to Actionable ‘How might we...’ statements, to build ideas on
13. Brainstorming and sketching ideas around the HMW statements
14. Clustering of ideas, looking for common threads and thoughts
15. Concept generation based on clusters
16. Client presentation of concepts
17. Voting for concepts after client input
18. ‘How Might We’ Broadcast emotion to reduce stress due to a constant lifestyle + Create opportunities to share or engage in common tasks / interests / activities ? The HMW around the chosen concept
19. A Community service to create and share new experiences in a PWD’s lifestyle in an expressive and pro-active manner The chosen concept - Day 6
20. Meet Hari 26 years old Athlete , PWD Early Scenario / storyboarding of this concept, made to understand the proposition which was called ‘Co-challenge’
21. Guy sees poster…
22. Guy opens co-challenge app…
25. Girl checks the challenge app… Meet Hyeona 26 years old Computer engineer, PWD
26. Girl sees the new shout 2 blocks away from her… Beep Beep Beep
29. Other guy sitting at computer and working… Meet Harsha 26 years old Economist, PWD
30. Other guy checks face book and sees that she has joined the marathon challenge…
31. Other guy comments on her post
32. Girl asks him to join… End of scenario - Day 6
33. 33 EXPRESSION COMMUNITY What Modes of communication should we enable? (Media, Data shared etc) What are the channels of expression across devices ? Most importantly, what would be the benefits of such a platform for people and the client? Necessity of a Location based service? Who would be the first users of this service ? Should it be closed or open ? Connection through existing social media platforms ? The 2 primary drivers behind such a service QUESTIONS FOR THE EXPERIENCE PROTOTYPING PHASE
34. Experience Prototyping
35. 35 Paper prototypes - We invited some of our early interviewees (3 of them) to send us some of the thoughts or news they would want to express over the course of a day (an 8 hour span). We gave them post-its and collected and compiled them on a map (a framework for a location based service in copenhagen). 1
36. 36 Forgot my night Insulin ... What to do? Annoyed with my morning blood sugar level Heading out to a cock-tail party at 8:00 pm Denmark vs Norway at a pub, 8:00 pm A no carb lunch... can I choose not to take my insulin
37. 37 Sharing thoughts and stories based on the Paper prototypes Johannes sometimes writes to his friends about going to parties or pub crawls, as he has had situations where he experienced low blood sugar levels while drinking and does not know whom to call for help. With his friends in the loop they are at hand when he needs them. He says that this is not a situation he alone faces.
38. Mock web interfaces were created and shared with people based on the previous data collected. People were told to send voice mails and images when they felt like expressing an emotion, and we applied this AV data as we got them. Thus we tried to simulate the Location based service as it would exist. Day 7 2
39. 39 A Skype conversation with Mr G , Age :26, with T1 diabetes Head of a diabetes youth association in Jutland Impressions: They conduct youth camps every half a year and this would be a good way to build community relationships, which could last. This hinted as to who could perhaps be the first users of such a service. Need for anonymity is sometimes necessary, even within a group.
40. A Skype conversation with Johannes , Age :29, with T1 diabetes Badminton player and Long distance runner “ Last week a friend of mine was out late one night and she realized she had misplaced her blood glucose meter ... she called me up but I wasn’t available and could not help her ... if she had such an app...it would have been brilliant” ...talking about connecting to other PWD’s in an area, when help is necessary
41. What the Experience Prototyping informed us about the Service and Interface Need for Immediacy in response, when help is required Anonymity in expression should be allowed The first users or who would seed such a platform A location based platform works for 2 reasons: 1. As a pointer to where an event occurs 2. Provides an overview of a community or locality An Open platform is important where people could view posts and share view points without necessarily belonging to a certain group. Shouts, contain a sense of meaning only for a fixed period of time
42. 3 Scenario / storyboarding a final concept video based on all the inputs received ... Day 8
43. Final concept video for the client, speaking about the service / interface proposition Can be viewed at https://vimeo.com/34705865
44. 4 Interface proposition for the Service ... Day 9 EXPRESS – SHARE – CONNECT
46. What it is and whom is it for ? 'Shout' is an open platform , which enables People with Diabetes (PWD) in a particular community to : - Express themselves through a means of broadcasting what they are thinking about (with a choice to remain anonymous unlike Foursquare or Facebook) - Connect and share lifestyle tips with peers, who might be going through the same experiences as you are. - Aid other people living with diabetes - Dispelling myths and misconceptions about diabetes within a community, by posting challenges. We believe the first users could be from Diabetes Associations around the country.
47. Characteristics Temporal and Spatial in nature - A Flow of expression or even conversations (as shown alongside) which are represented on a location specific map. The spatial nature of such an interface is important as it allows people to see who around them are going through similar experiences or emotions. - Shouts disappear in a day if not stored or tagged by a user.
48. Characteristics -The Maps could be built on API available from google maps or even Open street maps. -There is a distinction between identified members of an association or friends who are marked blue and by ‘unknown’ shouters who are marked green. The routes and directions shown are important indicators especially where immediate help may be required by a fellow ‘Shouter’. -The shouts can both be both Aural and Visual in nature.
49. It could also be available as a mobile platform.
50. You can go through a Demo Video (as presented to the client and used during experience prototyping with correspondents) for the interface at https://vimeo.com/41086568
51. Novo as a thought leader and a pioneer through Changing diabetes Diabetes care is not just about delivery of treatment, but is also about enabling meaningful connections in a community VALUE PROPOSITION FOR NOVO NORDISK
52. VALUE PROPOSITION The service is a location based open platform which will target people with diabetes as a primary user group, but with a potential to diffuse into the general populace, who may find topics of common interest being discussed with regard to lifestyle choices. For example, helping out a person who has doubts with regard to general diabetes care or getting to know about all the organic food places in one area. - One of the primary values we found was that of expression and how it helps in dealing with the daily stress involved in dealing with diabetes. - Knowing that there are other people in the locality who share the same lifestyle or have found ways of dealing with diabetes and the various aspects of care involved could go a long way - Shout could help in aiding people who might have immediate needs and need quick answers from members of the community - People with diabetes could be viewed as thought leaders , especially with regards to having healthy, balanced lifestyles and this could have a great potential in diffusing out to the general public.
53. A 10 day Industry Project Team Harsha Vardhan R Daim Yoon HariKrishnan Gopalakrishnan Guided by Cordy Swope (Fahrenheit-212) Simona Maschi (CIID) Nini Christoffersen (CIID)