app • Our client provides physician stafﬁng services to emergency departments (EDs) across the country • They wanted to dramatically increase the quality and quantity of feedback on physician performance • Their baseline was single-digit response rate • They had a vision to deploy iPads to the ED and get feedback in near real-time
the Building: Customer Research • As soon as you reach an initial consensus on the product concept, perform a site visit to a location where the app will be used. • You need to build an understanding of a setting to gauge how the app will ﬁt within that setting. • The rest of your team wants to understand this ﬁt, too!
• Read Rapid Contextual Design by Holtzblatt, Wendell and Wood • It’s a detailed playbook for site visits, interviewing and how to process the output • It also provides a process for small, medium and large budgets
“Writing the Script” • Write a plausible story starring your customer succeeding at something with your app. • Ideally, the story will take place in the setting you studied. • In contrast, don’t ship features that don't connect in a coherent way for the user. “Stick to the script” and leave out what doesn't ﬁt.
You the Setting • In the ED, treatment rooms have a TV to help pass the (extra) time. • Sharing this detail with the project team made it “click” for them there’s time to give feedback in the ED setting.
a Storyboard There...that’ll hold your ankle in place Your prescription will be ready soon...in the mean time, can we get your feedback on today’s visit? TAP...TAP...TAP...DONE. Here you go! Thanks! 20 MINUTES LATER... Thanks for everything!
We tested our ﬁrst concept with an elderly family member • He had never used an iPad and was confused as to how to scroll • Since there would be many elderly patients providing feedback, we reworked the core navigation mechanism
Great • Iterate on the prototype with representative or actual users. • It’s like preparing for the SATs: • You don’t want to go in “cold.” Some kind of practice is critical. • Feedback will improve performance, but only if it’s speciﬁc. • Should I work on essay writing, or reading comprehension? • Many external resources are available to yield improvements. The key is planning for the fact that it won’t be perfect the ﬁrst time out.