CHILDREN HEALTHCARE INNOVATION Service Design Manual July 2014
DESIGN RESEARCH This chapter consists of a variety of research processes, focused on the overall understanding of the service environment environment , constrains and motivations of the users and stakeholders, and a benchmark around healthcare for children and innovative educational services.
BENCHMARK The main objective of the benchmark is to understand the environment of the service: see what is the competition doing, recognise good references and trends, and detect industry best practices. The benchmark is divided in two main areas: 1. Innovative health centres 2. Servicescape references
Innovative Health Centres Kentish Town The innovative health centres that we have selected are Kentish Town Health Centre in London, NHS Patient Experience Innovation in the UK and Seattle Children’s Hospital in the US. The main reason to pick Kentish Town Health Centre is because of the service transformation behind it. Kentish Town Health Centre used to be considered as a very bad health centre, with poor facilities, high rates of violence and low rates of work satisfaction. The new Kentish Town Health Centre sets a new standard for the NHS, involving the community in the service shaping and providing an uplifting, inspiring environment of high quality for users and staff.
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Design Research
Design Research
Kentish Town Health Centre 3
BENCHMARK
Design Research
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Kentish Town Health Centre
Design Research
Kentish Town Health Centre
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BENCHMARK
Design Research
Kentish Town Health Centre
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Design Research
Kentish Town Health Centre
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BENCHMARK
Innovative Health Centres NHS Patient Experience
The NHS Patient Experience programme was established in July 2005 to support the transformation of the NHS, through innovation, improvement and the adoption of best practice. They have created sets of guidelines to improve patient experience which are summarised in this document. The original document released by NHS was delivered to the client.
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Design Research
Design Research
Positive Leadership
The service strategy has to come from the leaders of the health centre. They have to be committed with the patient’s experience, supporting both patients and staff engagement.
Internal Culture
There needs to be an explicit and visible culture around the patients need. It needs to be in the DNA of the service and in how every single worker operates.
Patient Engagement
Get the patients involved in the service. Ask their opinion, ask for new ideas, communicate with them, and do it often. Empower them and provide services and spaces that not only make them want to stay, but make them want to come back and recommend.
Staff Engagement
Get every single worker involved in the service mission. Create spaces for staff to give feedback and ideas, and foster strong relationships between them.
Measure
Ask for feedback constantly and measure, create systems to analyse the information patients and staff give you.
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BENCHMARK
Design Research
Innovative Health Centres Seattle Children’s Hospital
Seattle Children’s Hospital is one of the more prestigious healthcare facilities for children in the world. Recognised for the quality of the staff, their procedures and technology, but also for the experience they deliver to their patients, trying to address their medical and emotional needs, creating a comfortable and happy environment where kids can feel better.
Seattle Children’s Hospital 10
Design Research
Seattle Children’s Hospital 11
BENCHMARK
Design Research
Seattle Children’s Hospital 12
Design Research
Seattle Children’s Hospital 13
BENCHMARK
Design Research
Servicescape References Queens Library
Queens Library is a place specially designed to enhance the interaction with visitors, combining big open spaces with colourful signage and wayfinding system, and using a scale that it’s been specially modified for kids experience.
Queen’s Library
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Design Research
Queen’s Library
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BENCHMARK
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Design Research
Design Research
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BENCHMARK
Servicescape References Space 4 Personalised Learning
S4PL is a project by the UK government which aimed to explore how to create different educational spaces to enhance the students experience, understanding the relationship of the space with the different needs of kids. What it’s particularly interesting about this project it’s the way they’ve created a space that is extremely flexible, yet clean and fun at the same time, using very few elements.
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Design Research
Design Research
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BENCHMARK
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Design Research
Design Research
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USER RESEARCH The user research main objective it’s to really understand the kids, parents and health professionals motivations, constrains and expectation of the service, at the same time that we map the user journey and test ideas with them, asking them to contribute and help us shape the service.
Design Provocation + Interviews We run a workshop with kids in London to do user research through two main activities. The first one was a design provocation, which consisted of a game where kids had to throw a big cube that contained different concepts, and according to what the cube said they would have to give us and the other kids different advice, all related with the 4 areas of wellbeing. This workshop what really useful to understand the kids perception about wellbeing and how it should be taught and integrated into their lives. The second activity consisted of group interviews where we ask kids about different things related with their learning processes and preferences.
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Design Research
Design Research
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USER RESEARCH
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Design Research
Design Research
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USER RESEARCH
Co-Designer Kit To really understand the perspective and opinion of the current users of the health centre, we developed a codesigner kit, which we sent to Italy and asked patients, workers and parents to answer the questions it contained and help us design a better experience. This was really helpful to understand the expectations of the ser service of the different stakeholders.
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Design Research
Design Research
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Design Research
STAKEHOLDERS MAPPING
Power
The stakeholders map provides a framework to detect who are the relevant players in the service design and delivery, and how much power they have in influencing the behaviour or perception of our service users, and in the other hand, how much interest they have in the service, wether because their activities are affected by the service deployment or because they could be benefited from our proposal. In this analysis one of the key stakeholders identified are the schools and the power they have to influence the kids behaviour and preferences. Another stakeholder that we need to engage in the service are parents, who are the main players in the decision-making when it comes to select, adopt and recommend a doctor or health centre.
Parents Media
Schools
Friends
Children Doctors Nurses
Family Association
Admin
Local Communities Community Centre
Interest According to the amount of power they have to influence user’s behaviour and the amount of interest in the service development.
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Design Research
Community Centre After-school Clubs
Sport Centres
VC Angels
Educators Schools
Doctors Local Communities
Nurses
Teachers
Admin
Parents Children Media
Friends
Government Kids Health Centres Family Association Scouts
According to their level of proximity and influece over the service
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KEY INSIGHTS + OPPORTUNITIES
Wellbeing it’s not a deliberated experience
Currently no one is on charge of creating the best possible learning experience around wellbeing. Kids learn a little bit about wellbeing in school, another part depends on the habits of their family and friends, and there’s very little that they learn from their doctors.
We will become the coordinator of kids’s wellbeing education We will be the ones in charge of creating a tailored experience for kids.
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Parents are under too much pressure
There are too many options and it’s hard to know what best for their specific kids. Besides parents have less time than before and evaluate every option requires time.
We will create a one-stop-shop that support parents in decision making Giving them professional guidance and recommendations to support their kids’ education and healthy development.
SCHOOL Kids engagement it’s crucial to succeed
Schools play a very relevant role in kids decision-making process
We need to transform their perception of a medical center, erasing the fear of going to the doctor. Why would kids trust a health center to deliver a fun learning experience?
We need to create a link with local schools, because they represent an important stream of new potential customers and because they could become important partners for the service delivery.
We will create a fun and attractive experience
We will support kids education, also supporting what they learn at school
Through classes and activities that teach team about wellbeign, in a fun way that promotes social interaction.
Schools could potentially become the first touchpoint of the service, where the kids become aware and develop interest.
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SERVICE DESIGN In this chapter we describe the service strategy, the blueprint of the service and go into the detail of every touchpoint for the service deployment.
Service Design
SERVICE STRATEGY
The new service consist of a health space that integrates wellbeing education in kids lives in a fun way, delivering a didactic experience through classes and workshops. The experience the new service provides it’s completely user-centric and tailored to each patient needs and aspirations. Doctors and the coordinators of wellbeing will be in charge of customizing the whole experience, providing information, support and guidance to kids and parents.
Sevice Pillars
Fun
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Holistic
Custom
Supportive
Service Design
Holistic Service To create an holistic experience around wellbeing, the classes are divided in the four main areas of wellbeing:
EMOTIONAL WELLBEING
NUTRITIONAL WELLBEING
ENVIRONMENTAL WELLBEING
PHYSICAL WELLBEING
Emotional Wellbeing: It’s related with the way we express our thoughts and emotion and having a healthy self-image. Nutritional Wellbeing: It’s related with having a healthy relationship with food, knowing what’s good for your body and developing long-lasting healthy habits. Physical Wellbeing: It’s related with knowing your body and how to take care of it, integrating sports as a regular habit. Environmental Wellbeing: It’s related to the way we relate to other people and to the environment, how to build healthy and beneficial relationships and how to take care of the environment.
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SERVICE STRATEGY
incredible mind
incredible PLANET
FOOD LAB
BODY LAB
Incredible Mind: This area will take care of subjects such as personal expression, self-image, and depending on their age it will support different areas of their mind, for older kids, it will be an area that support them at school by giving them tools to have more control over their minds, like helping them improve their memories or read faster. Food Lab: This area aims to be an experimental space where kids can come to learn about food in a fun way, this is the place where they can actually play with food and learn at the same time. So there will be cooking lessons for different ages, but at the same time they will learn about the chemistry and journey of the food, showing them from a very pragmatic and interactive point of view how the food reacts inside their bodies and why some of them are good and some other are bad for them. Body Lab: This area takes care of supporting kids in growing healthy muscles and bones, teaching them how they work, providing support to the practice of other sports and delivering indoor sports classes, such as: yoga. Incredible Planet: This area will teach the kids how take care of their environment through activities related with composting and recycling, and how to take this practices to their homes and schools. 36
Service Design
Service Design
Customised Service Because at different ages, kids have different types of needs and curiosities around wellbeing, they need different type of support. This is why we have divided the service delivery in three categories according to kids age.
5-7 years old From five to seven years old, kids are just starting to learn how to express themselves and what surround them. The four areas will provide very interactive classes and activities that are more related with stimulating games and learn through playing.
8-10 years old From eight to ten, kids are starting develop their own identity and habits, so it’s very important to support them in this stage to help them grow strong personalities that help them make the right choices for themselves. The four areas will support them though fun classes such as portrait painting, to teach them about self awareness, or cooking lessons, etc.
11-13 years old From eleven to thirteen, kids start to struggle with a lot of changes, not only physical, but also in their environment, school start becoming harder and they become more self-critical. The four areas will support them with what they are learning at school providing clases such as memory training lessons, stress release classes such as power yoga, etc.
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TARGET AUDIENCE
Service Design
The target audience of the service are italian families, based in Milan, from upper middle class and upper class, who care about the healthy development of their kids and are willing to pay a little bit more to get a customised experience. There are three main groups of users that we need to engage with the service. Using personas will also help the development of further communications and design of different elements.
Caterina
5th grade student Caterina lives in Milan with her parents and her two sister, she’s the middle one. She’s a very outgoing and independent girl, and she’s the president of her class. Caterina loves playing volleyball with her friends, she belongs to a team in a sport centre next to school. Even though she likes going to school, she hates math and languages, she thinks she has bad memory, so she has a hard time remembering books and formulas.
Luca
4th grade student Luca lives in Milan with her mom and his dad, he is an only child. He is a happy but shy boy and he has two very good friends, but it’s hard to make new friends, he think it is because he doesn’t like playing football as the other kids. Luca loves reading, learning about dinosours and playing videogames with his friends. He likes going to school because he can see his friends over there.
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Luca would like to be more sociable and have more friends, he doesn’t like to be so shy. He also would like to become better at sports.
Service Design
Angelica Journalist
Angelica is Luca’s mother. She works as a journalist for a well-known newspaper in Italy. She loves her job, but she doesn’t have a lot of free time. Angelica also loves reading, that’s where Luca learnt from. She cares a lot about Luca’s education and always try to find new ways to encourage him to become a better version of himself. She does’t like the fact that she feels Luca is growing really fast and she is missing a lot of that. And she feels pressured to raise him the best way possible and sometimes, as a parent, it’s hard to know what that means.
Issabella
School Director Issabella is the Director of a very prestigious school in Milan, where Luca attends. She really cares deeply about the education of her students and maintaining the quality of her school. Issabella loves when she sees that her students do well at school and go happy everyday. She also loves to work in a place that it’s recognised for caring about what they do. She struggles in trying to integrate to methods and practices, she knows that she needs to innovate, as other schools are doing. But at the same time, she doesn’t want to lose their traditional status. 39
Service Design
SERVICE BLUEPRINT booking
arri val
w aiting
consu l ta tion
cl
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MOOD-O-GRAM
+
aw arene ss
1
STAFF
BACKSTAGE
ACTIONS
TOUCHPOINTS
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3 4 5 6 7 8 Deliver information about the service through different channels: - Schools - Sport Centres - Facebook/website - etc.
Ask information about patient. Archive information in system. Prepare file for doctor and coordinator.
- Find the right - Booking platform channels and timing - Communication - Produce communica- guidelines for tion pieces booking - Create links with - Feedback archive schools and sport and analysis centres (among others) INTERNAL - Admin - Marketing - PR EXTERNAL - IT - Community Mgmt - Design
INTERNAL - Receptionist EXTERNAL - IT
Greeting and delivery of welcome kit. Introduction of the services. Ask to wait in waiting space.
Physical and digital games for kids (related with wellbeing). Ipads with magazines for parents.
- Coordinator already - Space organized knows who is according to comming requirements - Produce welcome - Selection of games kits for kids - Doctor is informed - Doctor prepares patient arrived to receive patient
INTERNAL - Receptionist - Coordinator - Doctor/Nurse EXTERNAL - IT - Design
INTERNAL - Receptionist - Coordinator - Cleaning/ Organizing
Doctor talks to the patients in a friendly way, including them in the whole process. Prescribes classes when he thinks it’s needed. Ask them to coordinate everything with coordinator.
Kids wh prescrip discount Coordina everythin Dependi class it c once or Material provided
- Doctors have access to patients profile - Communication guides - Production of prescriptions - Coordination of classes
- Coordin classes - Develop content for clas - Space i classes
INTERNAL - Coordinator - Doctor/Nurse EXTERNAL - IT - Design
INTERN - Coord - Recep - Clean Organ
EXTERN - Teach - Desig
ion
Service Design
cla sses
f ol l ow up
recommen dation KIDS PARENTS
the endly hem cess. ses it’s
Kids who arrive with prescription have discount. Coordinator organises everything. Depending on the class it could be ordinate once or twice a week. Materials are provided.
After consultation or classes, patients and parent receive calls and sms messages with advice and asking for feedback. Kids are asked for feedback in reception through ipad.
ccess - Coordination of - Communication le classes guidelines n guides - Development of - Feedback archive and rescontent and materials analysis for classes - Development of classes - Space is organised for feedback app for ipad classes
INTERNAL - Coordinator - Receptionist - Cleaning/ Organizing EXTERNAL - Teachers - Design
INTERNAL - Coordinator - Receptionist EXTERNAL - IT - Design
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INFORMATION PACKS
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COMMUNICATION CHANNELS
3 4
WELLBEIGN COORDINATOR
5 6 7 8
FLEXIBLE SPACE
WELLBEIGN KITS
PRESCRIPTIONS CLASSES RECOMMENDATION VOUCHERS
When first-time-patients come to the centre, they receive a welcome kit, which contains a recommendation voucher. When they give this voucher to a new client, the new client and themselves receive a discount in a service at the centre. - Development of vouchers - Coordination to prove that the voucer is new and make discount effective - Define the type and amount of discount
INTERNAL - Receptionist - Admin - Marketing - Finance EXTERNAL - Design
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TOUCHPOINTS
Service Design
1. Information Packs and Communication Channels Function The information packs are leaflets, divided by group of age (5-7, 8-10, 11-13), that explain the service value proposition, give information about the classes that are available for those ages, also mentioning that there are classes for kids of different age. And at the same times gives information about the doctors, showing a small profiles of the professionals. This could become the first touchpoint of the service if we are able to deliver this outside the health centre at schools, or sports centres, to kids and parents. Communication guidelines The communication style should be very professional, yet approachable and friendly. It needs to differentiate the health centre from the existing competitors, presenting itself like an attractive experience, showing the value that the service provides both for parents and for kids. In order to attract all the range of ages that we are aiming to, the graphic style has to be neutral, not too “childish”, because otherwise we could be potentially excluding the older group (11-13), so we have to be careful in creating something that looks appealing and fun for every age. Requirements • Content Development • Graphic Design • Placement: Find the right communication channels to deliver the leaflets, it could be through networks with other doctors, partnerships or relationships with schools or sports centres. This information should also be available on internet: Facebook, website, email, etc. Moodboard
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Service Design
2. Booking System Function The booking system it’s a very important touchpoint both externally, for clients, and internally for staff to communicate with each other. In the frontstage (for clients), the booking systems will have the shape of a phone call, an email or a text message. We must provide alternatives, so it’s really easy for clients to book an appointment. The booking moment for new customers, it’s a good way of asking about other information about patients like preferences, and tell them about the classes. And for current clients, it should also be an instance to ask for feedback about the service. In the backstage (for staff), the booking system will help organise the work around the centre, it should be easy for staff to access a profile of the patient through the booking system, since this will save time in looking for patient history, matching it with the profile, giving it to the coordinator and doctors, etc. Communication guidelines The communication style of the phone call should be very friendly, always show enthusiasm and good mood. At the same time, it should be really helpful and provide all the information the clients need. Requirements
• It will require training of the receptionist to fully understand the service value proposition and the complete supply of services.
• It will require to have a smart software to manage the patients internally that combi-
nes a booking system, medical record, class record and patient profile. There already exists systems like this in the market, like: Qinec1, Centricity2 (GE) or CareCloud3, among others.
http://www.qinec.com/ http://www3.gehealthcare.com/en/Products/Categories/Healthcare_IT/Electronic_Medical_Records/Centricity_EMR 3 http://www.carecloud.com/ 1
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TOUCHPOINTS
Service Design
3. Wellbeing Coordinator or Coach Function The wellbeing coordinator or wellbeing coach it’s one of the unique touchpoints that this will be the only health centre to have, so it needs to be a real differentiator. The function of the coordinator is to help the parents and patients during their whole experience in the health centre. This person is the one that will welcome them, tell them what they need to do, explain the service value proposition, call them to ask them for feedback or just to do follow-up of their classes and consultations. It should become a close friend of the family inside the health centre. This person also should be able to explain some medical things when needed and provide advice and guidance, and at the same time ask for feedback. Finally, this person should be updated of everything that it’s going on in the patient’s life, not only related to their journey inside the health centre, but in general, and take note, so we can customised the experience of each patient in the most effective way. Communication guidelines The type of communication must be friendly and open, always show a very good disposition to answer question and to listen carefully to what patient or parents say. There are also non verbal communication factors that are very important and need to be used in a responsive way. Requirements • One of the key factors for the success of this touchpoint it’s recruiting the right personalities, needs to be a “people person” and someone that it’s charismatic and professional • According to their profession, it’s suggested that this person has some type of medical training like nurse or nurse assistance, that way this person would be able to advice the patients and explain some concepts • The training it’s also very important, as this person will have to know everything about the health centre and how to take advantage of the resources
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Service Design
4. Wellbeing Kits Function The wellbeing kit, it’s a welcome kit that it’s given to first-time-patients. The objective of this kit it’s give a physical touchpoint to kids that will stay with them and make them feel in control of their health care and wellbeing. The kit consists of a small case which inside contains: A recommendation voucher A small notepad and pens to take notes The information leaflet according to the kid’s age After each consultation or class, the kid will receive a sheet that is for his personal record to put in his notepad Communication guidelines It follows the same guidelines that the information packs. Requirements • Graphic design • Production of kits Moodboard
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TOUCHPOINTS
Service Design
5. Flexible Space Function The flexible space is the waiting room and classes space, we call it flexible space because this space has to able to easily transform according to the different services needs and amount of people. As a waiting room, in has to be a comfortable space for parents and kids. For kids it should provide fun activities and games related to wellbeing, both digital and physical, according on the age of the kids. For parents, it should represent a space to rest and relax providing ipads with magazines, newspapers and the chance to browse internet. As a classroom, it has to be very flexible, because each class will have different requirements, but it should consider, tables, chair/stools, bean bags (only a suggestion), whiteboard and a space to store materials. Depending on the type of class, maybe some of them will require more privacy, so we suggest to live one room, that also might be used for classes. One of the challenges that the interior design has to consider it’s the transformation process: How does it happen? Who is in charge of it? How to make it seamless? Communication guidelines The communication in the space has to be really easy to understand for kids and parents, good and simple signage and way finding it’s really important. Regarding to the visual guidelines, the space has to be an expression of the brand and the value proposition. It has to be attractive for kids and adults, reflect a great character, happiness, wellbeing, fun, but at the same time it’s a health centre, so it has to be very clean, professional and aseptic. The organisation of the space it’s crucial, since there will be multiple activities in the same space, considering in the design proper spaces that help the staff maintain the space clean and well organised in a easy way it’s crucial. Requirements • Comfortable waiting spaces • Entertainment services for waiting (ipads and games) • Proper classes elements (chairs, boards, etc.) • Storage spaces • Easy to transform system • Staff in charge of organisation of space • the health centre and how to take advantage of the resources
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Service Design
Moodboard
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TOUCHPOINTS
Service Design
6. Prescriptions Function The prescriptions are a mechanism to engage kids in classes, at the same time that it represent a link between the medical part of the service, with the didactic part of it, transforming it into a fully integrated, holistic and seamless experience. It gives the possibility to doctors, not only to prescribe drugs, tests or treatments, but they can also prescribe classes as a recommendation. Every time a doctor prescribes a class, the patient gets access to a discount, that can only be used once. This specific touchpoint it’s one of the biggest differentiator of the service and it should be used carefully by doctors to not make the cross-selling too evident and disconnected to the doctor’s role. Communication guidelines It’s very important that the communication doctors use when they give a prescription, it’s in the tone of a recommendation, they could even say that they can take the classes anywhere else, but if they do it in this health centre they will access a discount, like when doctors ask for tests. Doctors have to find the right time to prescribe a class, it has to be related with the kid journey and they can’t prescribe classes in every single visit nor to every patient. Only when it’s relevant. Requirements • Graphic design • ID mechanism, so vouchers can only be used once • Training of doctors Moodboard
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Service Design
7. Classes Function The classes will help complete kids wellbeing education by providing didactic information and guidance around the main four areas of wellbeing: emotional (Incredible Mind), nutritional (Food Lab), physical (Body Lab) and environmental (Incredible Planet). Each area will provide a range of classes related with that subject, which will be delivered through different techniques (crafts, painting, experiment, etc.) and duration (with a minimum of 4 weeks) depending on the specific topic. These classes will be organised according to the three age groups (5-7, 8-10, 11-13), so each group it’s more age homogeneous and this way we can teach them about wellbeing in a way that’s more appropriate for each age. The content of the classes must be developed with professionals that knows about these areas, however the delivery of the classes could be done by art teachers or an expert in the specific technique, not necessarily on the underlaying subject. Communication guidelines The communication that the teachers use with the kids must be really friendly and supportive, the idea is that the classes are not lectures, but collaborative workshops, where everyone works together and is a space to make questions. The teacher has to be very enthusiastic and motivate kids to come back and invite friends to come with them. Requirements • Develop the content of each class • Materials development • Develop a schedule • Recruit teachers Moodboard
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Service Design
TOUCHPOINTS
Area Structure Sample These are not real classes, but examlpes:
incredible mind 5-7 years old
8-10 years old
11-13 years old
My First Play
Painting Me
Mind Control
The Book Club
Magical Mind
MindFreak
Word Crafting
Story Telling
Super Speed Reading
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Service Design
Class Example
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TOUCHPOINTS
Service Design
8. Recommendation Voucher Function The recommendation Vouchers are a way of encouraging clients to invite new clients. Every time a new patient arrives, he receives a wellbeing kit, in this kit the new patient will find a recommendation voucher. If this new client, gives the voucher to a non-client, and he uses it, both of them get a discount, which could be a free teeth cleaning or a free try out class, something that encourages them to try the service and come to the health centre. The discount has to be communicated in the voucher. Communication guidelines It follows the same guidelines that the information packs, with a strong focus on the discount. Requirements • Graphic design • Definition of discount • ID mechanism, so vouchers can only be used once
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NAMING
NAMING
The Name Vitamin is a name that represents in a perfect way all the pillars and values of the new service. Vitamins make you stronger: everyone knows that you need vitamins to be healthy. Vitamins are fun: we associate vitamins with fruits and colors. Vitamins can be related to learning: it’s easy to make a brand extension related to learning, like Vitamins ABC. Vitamin as a word it’s something that everyone knows and understands the value of it, it gives the service the quality of “essential”. And on the other hand it’s very easy to remember. Vitamin as an image, it give us the freedom of creating something playful and colorful, without getting too far from the medical side of the service.
The Tagline The tagline of the brand it’s “Health space for incredible kids”. We think that it’s better to say health space instead of health centre, because it immediately gives the clinic the status of providing something different, more creative, it’s not the typical centre. Saying that it’s a space for incredible kids, make this health space much more attractive both for parents and for kids.
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Naming
BRAND PROPOSITION
We believe in learning through doing 4
We believe in having fun
We believe in expressing ourselves
We believe in getting dirty, if it teaches you something
We believe that being well it’s knowing how to make the right choices for you 8
We believe in the power of kids.. and if we teach them how to use it in the right way
We believe they can change the world
We believe in being healthy
And that your doctor should be your friend
We believe in incredible kids with incredible parents
We believe in taking care of ourselves
And in taking care of each other
We believe in being fearless
We believe in wellbeing
BRAND VALUES PROFESSIONAL
FUN
SUPPORTIVE
SMART
BRAND PERSONALITY
BRAND PERSONALITY
The personality of the brand has to be very approachable and friendly. The way the staff behaves with the clients, the type of messages we build in the communications should be in a friendly tone, using a simple, relaxed, direct and clear type of language. It also has to talk from a professional perspective, showing that we are the experts and that’s why we are able to support you in the best way possible and advice you in how to raise your kids. It has to be fun, communicating the messages in a entertaining and inviting way, putting emphasis in the activities and experiences that the kids will have at the clinic, and using images that are attractive and express fun and playfulness.
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Brand Personality
THE IDENTITY
THE IDENTITY
On one hand, the logo represents the areas of wellbeing, at the same time that it’s a V of Vitamin. On the the other hand it also represents the nautilus, which is the perfect proportion and shape of nature. Part of its symbolic meanings include balance, beauty, energy, consistency and growing in harmony.
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The Identity
THE IDENTITY
The Identity
The colors represent the different areas of the service, and they give the brand a fun and vibrant aesthetic. According to the psychology of color, each color represent different attributes of the brand: Dark Blue: Professional, showing the expert aspect and the professional service we provide. It also represents the intelligence. Orange: Represents the energy, one of the qualities that the service itself has and one of the attributes we are trying to develop in our clients. Yellow: It stands for happiness, which it’s the character of our service, it’s how we do things. Fuchsia: Represents the confidence and how we empower kids through our service. Robin Egg Blue: Transparency, it shows that we are open about what we do and invite people to come and talk, we are worth of trust. It also represents being warm and caring.
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The Identity
THE IDENTITY
The Brand Architechture
incredible mind
incredible PLANET
FOOD LAB
BODY LAB
Incredible Mind: The area in charge of emotional wellbeign it’s represented by the icon of a brain and the color blue, representing the inteligence. Food Lab: The area in charge of nutritional wellbeing it’s represented by a flask and a fruit, and the color yellow, which it’s by essence the color of food. Body Lab: The area in charge of the physical wellbeing it’s represented by the icon of a heart and the color fuschia, representing the vitality. Incredible Planet: The area in charge of evironmental wellbeing it’s represented by the icon of the planet earth and the color robin egg blue, representing the color of nature.
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THE IDENTITY
The Identity
The Brand Architechture
INCREDIBLE MIND
FOOD LAB
BODY LAB
INCREDIBLE PLANET
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THE IDENTITY
The Construction
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The Identity
THE IDENTITY
The Identity
The Construction
Isotype
logotype
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THE IDENTITY
The Do’s and Don’ts
Do’s
Don’ts
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The Identity
THE IDENTITY
The Do’s and Don’ts
Do’s
Don’ts
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The Identity
THE IDENTITY
The Identity
The Secondary Typeface
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THE IDENTITY
The Titles Typeface
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The Identity
THE IDENTITY
The Identity
The Web Typefaces
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THE IDENTITY
The Color Composition
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The Identity
THE BRAND ELEMENTS
THE BRAND ELEMENTS The Graphic Elements
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The Brand Elements
THE BRAND ELEMENTS
The Brand Elements
The Graphic Elements
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THE BRAND ELEMENTS The Graphic Elements
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The Brand Elements
THE IDENTITY
The Identity
The Architectural principles It’s a space for kids, through the eyes of a kid The world from a kid’s perspective is very different. Everything seems bigger, taller, the colours brighter. By creating a space where any visitors can feel as a kid through exaggerated proportions ( i.e.: signs, colours blocks), we generated a mood conducive to stimulation. Mix it with colour blocks of primary colours, leaving space for imagination and creativity. It’s a health space, not a medical clinic This is just a question of perspective. By putting upfront the dynamic and friendly atmosphere of the space, the architecture needs to reflect that inviting character through familiar and comforting materials, like wood, mixed with stimulating and vibrant colour blocks. The balance of familiar and sterile material needs to be good to give a welcoming effect and a professional look at the same time. Stay Curious – Openness and transparency Aligned with the desire of the clinic to be transparent, this openness fosters interactions and curiosity. A strong recommendation lies in keeping as many divisions as translucent as possible with see-through materials or mobile partitions. This visual representation of curiosity is also a technical asset for the space, offering multiple settings suiting variable activities. Flexible activities needs a flexible space As the range of activities curated by Vitamin may grow or vary over time, the space needs to be highly flexible. Open space mixed with mobile furniture and multi-usage storage areas facilitate space transitions. In this case, the waiting area needs to be assessed just as much as a consultation room.
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THE BRAND ELEMENTS
The Brand Elements
The Spatial Elements
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THE BRAND ELEMENTS The Spatial Elements
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The Brand Elements
THE BRAND ELEMENTS
The Brand Elements
The Spatial Elements
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CHILDREN HEALTHCARE INNOVATION
Valentina L贸pez valentina.lopez@network.rca.ac.uk
Service Design Manual
Charlyne Lefebvre-Paill茅 c.lefebvre-paille@network.rca.ac.uk