Systems design for holistic healthcare in Hong Kong by christyho317

CHRISTY HON YAN HO 18029839 BA DESIGN MANAGEMENT & CULTURES

FMP PROJECT PORTFOLIO:

Holistic health systemic solution for healthcare in Hong Kong 👩⚕

RATIONALE The rationale behind my project is connected to me through identity, culture and insights alike. Being born and raised in Hong Kong, I spent my life immersed in a ‘third culture’-like society that felt remote from my local roots. My mother tongue was Cantonese, but my education in an English-speaking environment hindered my fluency. I attended an international school, where much of my curriculum was also influenced by post-colonial, Western cultures. After moving to London for only 4 years, the last pandemic-riddled year that brought me back to Hong Kong gave me the crucial time to reflect, take inspiration, and reconcile with my surroundings — an opportunity I didn’t realise I needed. 22-year old me today is also checking in with her privilege. I never had to worry about healthcare from deciding which GP to visit, to facing long queue times in public hospitals. On top of that, my mother worked in an insurance company for most of her life, ensuring the coverage of our family’s healthcare needs. The current healthcare system in Hong Kong, intertwined with the social, economic and political factors at play, served to benefit people as privileged as I am. It never occurred to me until now — a freshly-fledged adult embracing the world of healthcare independently for the first time — that the system fails

to address the needs of most people. My own privilege felt lost on the wider system I no longer turned my back from. Having briefly interned in a holistic health clinic last year, I felt a sense of dissatisfaction when faced with the high-end, extravagant services like immunity IV drips and overpriced supplements. I quit after a few months with a full understanding that although holistic health as an approach to maintaining health had potential, this luxury approach was not something I resonated with. After this experience, I felt inspired to utilise holistic health in a transformative way to be applied to healthcare instead of the luxury minority. Health shouldn’t be complicated. It’s time to relook at our view of health from a more accessible and proactive point of view, and in the long-term, self-resiliency is key. — This portfolio is a documentation of my process, proposal of solution and evidence of strategy and collaboration for my Final Major Project.

PROJECT DESCRIPTION We need to be more proactive when thinking about our own health. Everyone wants to be healthy — but what does that actually entail? My project aims to redefine our view of health in a hyperdigitalised, post-pandemic reality. Health is a privilege. It is not inclusive, reasonably accessible, and nowhere near as human-centred as it should be. Although navigating the healthcare sector is very much a sociopolitical challenge, I wish to take on a prevention-based approach through alleviating the unnecessary burdens placed on our current healthcare system in Hong Kong. As a designer equipped with a skillset in design thinking for problem-solving, this is a problem I’m able to address. By taking on a holistic health approach, I’m proposing that health-conscious individuals should take charge of their own health through adopting wellness habits. There is an overly excessive healthcare seeking attitude in Hong Kong, where people look to care at first instance of a problem, rather than inwards for change. This ill-informed attitude has also burdened the existing healthcare system in its ability to deliver care in a more empathetic and well-rounded way. By offering a chance for patient agency, I wish to encourage a systemic view of solutions to address such a broad scope of problems like healthcare: 1) Design of patient-centred services: empathy touchpoints 2) Design of digitalisation: eHealth app 3) Design of behavioural change: holistic health campaign Healthcare and health although go hand-in-hand, there is a lack of realisation that these two things are still independent of each other. My initiative essentially aims to realise this through encouraging self-resilience from the patient, and also the fact that care is only as effective as the commitment being made by all stakeholders involved.

TABLE OF CONTENTS EMPATHISE

REITERATE DEFINE

KEY STAGES

TEST

RESEARCH

PROTOTYPE

IDEATE

Upper left corner indicates which stage of design thinking I engaged with in my process.

SPRINT 01 PROFESSIONAL IDENTITY > Identify topic > Review DMC learnings + tools > Establish FMP workspace > Develop empathy / understanding > Initial research > FMP proposal

HOW IT ALL BEGAN…

After some initial brainstorms, I developed a personal DMC journey map to visualise my learnings, insights and how it’s all wrapped up so far. I recapped the DMC tools we looked at over the last three years, and this reflective process helped clear my headspace for the beginning of FMP.

The start of my FMP journey was rather convoluted. Not knowing where to start, I explored areas such as social interactions, hyperdigitalisation and humancentred design principles like business relevance and agility. It helped reaffirm my learnings to prep myself for a long, independent project.

With some of these goals in mind, I thought about what the intention of my project could be and what starting point I could work from. In the beginning, I had a number of different ideas that served different interests. I thought about gamification in particular and used Miro as my primary workspace during this process. After a series of brainstorms and exploration of key terms, I had an idea to ‘reimagine’ design in a hyperdigitalised, post-COVID society.

EXPLORING GAMIFICATION 👾 It’s not all fun & games Before embarking on my FMP journey, I took a moment to reflect on the DMC tools covered throughout the course and had a few ideas in mind. My past projects involved experience design, dating apps and gamification. I had just returned to Hong Kong and knew that for the sake of primary research and my pre-existing cultural awareness, it would be most feasible to base my project around my locale. Asking myself what I wanted to do was a challenge in itself. I decided to weed out what I didn’t want to do instead: an app. Product. Business venture. These were all things I had no interest in, so after a little reverse engineering, I decided to brain dump a few ideas on gamification, and even came close to an idea:

KEY INSIGHTS > The more active a social community, the more eager and willing customers will be to share participation levels and success.

I even came up with initial HMWs for how I saw my FMP heading. Much of it was centralised around a postpandemic society, relationships, connection and hyper-digitalisation. Although I initially felt strongly about these concepts, I later realised how broad it was at this stage, and the challenge of exploring a post-COVID world would be purely speculative. ❓ ❓ ❓ Regardless, exploring the idea of gamification was both insightful and inspiring. As someone who is highly competitive especially in video games, I find game incentives to be particularly motivating even when I’m faced with challenge. Knowing that my FMP will deal with a challenge of some sort (though this is still blurry at this point), I continued to look at gamification and how examples have been applied in areas such as business, marketing, HR and even social innovation.

9 TESTING DUOLINGO: GAMIFICATION THOUGHTS

ACCENTURE INTERACTIVE: UX DESIGN PRINCIPLES

The idea of ‘player-centred design’ also intrigued me. From human-to-user-to-player, I considered how the role of the audience we were designing for changes when their roles vary. The idea was simple, and a lot of game principles accounted to the production of dopamine as an favourable outcome:

Also looking at key insights from companies like Accenture, I was driven by the rising trend of experience consumerism and how the market was now changing from product to service to experience. I explored the needs and pitfalls of gamification through game principles and looked at how existing products and services have utilised gamification for their own needs. An example would be Duolingo, which was a language learning app that I tested out for a week. Using badges and rewards to motivate the player to continue learning the language, I found that positive reinforcement wasn’t a sustainable solution that worked for me. I felt more motivated via intrinsic motivations to learn Spanish.

📌

Define the goal

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Prioritise behavioural changes

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Gamify mundane tasks

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Explain purpose

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Tailor specific rewards for users

Identifying areas of interest to locate FMP

Themes clustering helped me understand and explore all the possible design intervention points. Taking a few key words out of the DMC glossary, I broke down each theme to identify the kind of purpose, questions or implications they could have. I added a purple star to the ideas I felt sat strongest before deciding to begin hypothesising my project. Some of these themes later became adopted into my value proposition.

> This was an extremely pivotal point in my project, where I first began to look at health & wellness as a place of design intervention

REFLECTION

THEMES CLUSTERING 👩💻

I eventually chose to work around the theme of ‘wellness and health’ (see rationale) where I found my personal connection to sit strongest at. Although the other themes were also very much relevant, it felt like the right time to explore health in a pandemic-riddled world.

> Prior to clustering my themes, I was still very indecisive about the direction of my FMP > Mapping this out on my notebook helped me see how my areas of interest all link with each other

Working with the experience I had during my internship at the holistic health clinic, my cultural awareness of Hong Kong and interpretation of current affairs at the time, I used this assumptions exercise to build a design hypothesis

that would give me a clearer starting point for my FMP. It came down to holistic health, which I utilised as a starting point to navigate the view of healthcare in both attitudes and behaviour.

KNOWLEDGE SCOPING 👀

BRAINSTORMING INITIAL CONCEPTS

EMPATHY TOOLS 👣 Understanding scope definition I selected a few key terms to explore further through quick brainstorms. This helped me scope out where I could identify potential intervention points as well as articulate my problem scope.

IDENTIFYING TARGET AUDIENCE > 🤷 🤷 People who don’t care about health / unproductive about their lifestyle 👩💻 Tech-savvy young people 💸 B2B2C model: adopting to existing solutions

STORYTELLING JOURNEY

Through my own analogous experience, I developed a storyboard of an issue that I personally faced with Hong Kong healthcare, specifically when seeking out the GP. I used this storytelling approach to later introduce my FMP during the design thinking pitch.

CULTURAL CANVAS 🇭🇰 Taking the learnings of our (Dis)Connected Lives project earlier, I used the cultural canvas framework to gain a deeper understanding of the audience I would be potentially targeting. As someone born and raised in Hong Kong, I used my own knowledge of my culture to fill out the framework, while simultaneously uncovering hidden insights that would later supplement my value proposition and establishing a personal connection to my target audience.

What am I trying to explore / investigate? RESEARCH QUESTION(S) > How might we encourage selfresiliency by designing a humancentred approach to holistic health?

Who is my intended target audience? AUDIENCE > Health conscious > Not chronically ill > Tech savvy / open-minded to tech > Budget friendly

> How might we approach holistic health for the development of selfresiliency and proactivity? > How might we encourage selfresiliency by designing a humancentred approach to holistic health?

INITIAL PROPOSAL

*Key terms: self-resiliency, humancentred, proactivity, holistic health

What is the rationale / context for being interested in this topic? CONTEXT > Analysis of a post-pandemic society > Looking at social resilience in patient-centred design > Rising trend of Hong Kong adoption to new technologies > Re-looking at our view of health in a more proactive way

> Hong Kong

WHY? > Tech-savvy even if on a limited scale, to be willing to use digital solutions > Health conscious meaning wanting to be healthy, but not exactly knowing how to get there > Budget friendly; not wanting to ‘splurge’ for the sake of health

How is this a DMC project? 1⃣ Social design > Applying design methodologies to tackle complex human issues 2⃣ Gamification > Applying game principles to incentivise engagement, collaboration and participation 3⃣ Human-centred approach

WHY? > Pre-existing cultural insights and awareness

> Emphasise throughout the design process

> Personal experience seeking healthcare as a young adult

4⃣ Participatory design

> Explore service design in an innovative way

> Democratising the design process for the sake of inclusivity and accessibility

How will I go about researching my issue? 1⃣ Analogous experiences

RESEARCH PLAN

> Identifying touch-points in my own experiences at a clinic 2⃣ Behaviour tracking/patterns > Using apps like Clue to track my menstrual cycle

What live research tools do I plan to use and why? 1⃣ “12 Research Methods to get inspired from by users” (Wright, 2015) > Inspiring and unconventional methods of user-centred research from a Medium article 2⃣ “IDEO Method Cards”

3⃣ Guerrilla research > Seeking out online forums to evidence problem (niche communities) 4⃣ Storytelling interviews > Interviewing in the style of a conversation or guide

What research could I start to immediately define my topic and question?

> Helpful guide to leading research activities with participants 3⃣ Servicedesigntools.org > Service design insight collection to assist my research and prototyping phases

What research ethics will I consider for my project? > Respecting confidentiality

1⃣ Primary research > Observe own relationships, draw personal stakeholder map > Initial interviews (casual conversations)

Maintaining anonymity when necessary, omitting information when needed, not disclosing anything nonrelevant > Obtain consent

2⃣ Digital safari > Watching TED talks > Attending HK’s ‘Business of Design Week’ conferences > Observing online platforms & social media

Receive permission to use primary source while letting participants know that they can stop at anytime > Maintain comfort Be considerate of participants’ own comfort zones

3⃣ Competitor benchmarking

> Establish value of information

> Trying Duolingo: gamification language-learning app

Being transparent about what I will be using the research for

END OF SPRINT FEEDBACK🌛 Reflections, goals and looking ahead The kick-off sprint of our FMP unit was brief, but perhaps the most challenging of all. For the better half of the unit, I felt stuck in a creative void where I couldn’t pinpoint exactly where I wanted to see my project going. To come up with an ‘idea’, was I supposed to already have a solution in mind? Or a problem? Initially, I had a few ideas that involved gamification, strengthening relationships and looking at social interactions (most of which were hugely influenced by the ongoing pandemic). However, it started to look too broad too soon, with no converging in sight. Even after receiving feedback, I felt that my original intentions were lost in the problem and values.

PERSONAL REFLECTION

Nearing the end of the sprint and post-feedback, I decided to take on an entirely intuitive approach which was a rewarding decision. I took a step back, went back to the drawing board and started my process with clustering themes: some of which I had project experience with, and other themes I had none. I still remember that day I decided to shift my project direction to health: it felt intuitively right, and I never looked back since. I learnt first-hand the emphasis of the design thinking cycle; despite how far into the project you are, you can always take a step back to reiterate. The outcome of this sprint was nowhere near perfect, but it gave me a good start in terms of a brief that I could work with in the sprints to come.

Group tutorial feedback received in Dec 2020

WHAT I DID WELL >

NEXT STEPS >

✓ Demonstrated reiterative steps

❏ Start conducting primary research

✓ Went above and beyond to scope and define the project before research

❏ Gather desk research (secondary)

✓ Worked on a solid hypothesis

❏ Identify problem scope

✓ Made a good starting point for research

❏ Continue developing empathy

❏ Recruit Year 1s onboard

SPRINT 02 DESIGN THINKING > Defining and developing FMP > Explore ‘design thinking’ as both a mindset and methodology > Experiment with creative and novel research methods > Provide context & background > Establish rationale > Understand and define audience > Ideate, prototype and test findings > Consider future development > Consolidate into formative pitch

> DIGITAL SAFARI: Desk research and looking at secondary sources online > GUERRILLA RESEARCH: going on LIHKG (local version of Reddit) to analyse public opinions

RESEARCH METHODS

HONG KONG HEALTHCARE 💉 Background & overview of the system

Since private healthcare is so expensive, 34% of Hong Kong's population are already private health insurance owners. About half of this group recorded wanting to buy new insurance on top of their existing insurance, and more than half wanting to change plans for better coverage. These statistics validate the concerns shared amongst the health-conscious individuals of Hong Kong and their willingness to be resilient in face of possible health problems in the foreseeable future.

18 My research into health and wellbeing in Hong Kong first explored ideas of health consciousness, the healthcare system and social attitudes towards health. Although I had a lot of preliminary knowledge to work from, I found some important statistics to reaffirm my knowledge scope. Looking at key trends in digital health, I found that the majority of individuals in Hong Kong were already fairly “health conscious” pre-pandemic. Hong Kong’s healthcare system works as a hybrid model where it is simultaneously private and public. Inspired by the NHS, public healthcare is mostly free, if not at an affordably low rate, although it comes at the cost of extremely long wait times. Eye surgery has an average wait time of 30 months. Seeing a public gynaecologist meant a wait time of half a year. On the other hand, private healthcare is one of the most expensive in the world, although it is sold with comfort and quality. Accessibility was therefore a very clear problem identified from the start, from the perspectives of queue and cost.

DATA VISUALISATION 🧬

19 There is an impressive rate of smartphone penetration in Hong Kong. Being one of the most well-connected telecommunication hubs in the world, roughly 5.81 million of the population are smartphone users. The elderly population (over 65 years old) is also open-minded to basic technology; Whatsapp is a common app used to stay in contact with family, although concerns such as privacy and non-user friendly interfaces have been voiced.

Using Figma, I designed a few infographics to visualise the data I found. It helped to see my research in a way that wasn’t just text and numbers, and I found this exercise to be more engaging and insightful.

Ill-informed attitudes to healthcare have also been highlighted in recent findings of antibiotic abuse. Over half of patients in a hospital were found to be resistant towards a common antibiotic, and more than half of participants in another study were found to have taken antibiotics at least once in the last year. It’s common to be prescribed multiple antibiotics for reasons that otherwise wouldn’t be seen in other countries where antibiotic leniency is much stricter. Therefore, it can be said that immunity levels are rather low amongst Hong Kong.

Despite the inaccessibility of healthcare, Hong Kong has the highest recorded life expectancy in the world of an average 84.7 year old life. This means that we are faced with an ageing population (30% by 2033) that is four times more likely than a young adult to be hospitalised.

Like many industries, healthcare is a sector going through rapid digitalisation. From telemedicine to virtual hospitals, the need for access to care without the physical barriers have never been more critical.

DIGITAL HEALTHCARE 💉 Emerging trends and new contexts WEARABLE TECHNOLOGY >

SECONDARY RESEARCH

In this brainstorm, the yellow post-it notes represent the advantages of digitalisation, and pink suggests possible disadvantages.

> DIGITAL SAFARI: Reading up-to-date tech and lifestyle magazines, COVIDrelated impact on health and wellness trends, Youtube videos and TedTalks > DESK RESEARCH: scientific papers on usability of wearable technology, implications of telehealth, historical contexts versus now and future

Remote management of health has improved massively in the last decade. Data personalisation and convenience offered by trackable technology align with various metrics, from daily steps to blood oxygen levels. Medical monitoring devices for chronic patients have been crucial for tracking diseases like diabetes and asthma. COVID-19 oversaw a steep growth in the industry after the need for remote management soared. The current market is valued to be around US $30 billion (Unleashed, 2021).

PHOTO BY LUKE CHESSER ON UNSPLASH

TELEMEDICINE >

PHOTO BY CARLOS MUZA ON UNSPLASH

PROS 👍

Patient compliance

👍

Reach untapped markets

👍

‘Uberisation’ of healthcare

👍

Removes physical barriers

👍

More affordable

Telemedicine uses technology such as video conferencing and AI algorithms to advance the idea of ‘healing from a distance’. By digitally adopting care, more patients are able to receive necessary care without facing physical barriers such as inaccessibility, time or social distancing. Of course, the pandemic has also accelerated the use of telehealth, and this growth is expected to prevail even after recovery.

83% of patients intend to keep using telemedicine solutions even after the pandemic (Medical Economics, 2020).

CONS 👎

Expensive to set up and maintain

👎

Marginalises the non-tech friendly

👎

Some conditions still require contact

👎

Lack of personalisation/empathy

👎

Complicated and still too new

Revised business models

New adaptations to healthcare company roles

Possible implications of doctor and patient relationships using telemedicine

New insights from the healthcare value chain

EXAMPLES OF TELEMEDICINE APPLICATION IN HONG KONG

22 RESEARCH PLAN

At this stage, I started to plan out rapid primary research to be carried out throughout the next few days. These methods were simple and concise, and took no longer than a day.

POV STATEMENTS

ANALOGOUS EXPERIENCES

- Find inspiration from other solutions and identify pain and gain points 📌

IN-DEPTH INTERVIEW

- Build a deeper understanding into their own healthy habits 📌

OBSERVATION

- Uncovering patterns and insights from a new perspective 📌

BEHAVIOUR TRACKING

- Analyse process of completing a task, making use of continuous data

Initial research & synthesis With some desk and primary research in mind, I synthesised my findings into POV statements to further empathise with the problem. Users of healthcare can be segmented by different ages, needs and pain/gain points. By analysing a variety of users, I can gain a more holistic understanding of how my solution could possibly benefit everybody in some way or another.

RAPID PRIMARY RESEARCH TOOLS

📌

5 WHY’S FRAMEWORK

EXAMPLE INSIGHT ✨ Hong Kong ageing population is burdening healthcare system: but why?

PATIENT-CENTRED EXPERIENCES 📝

WHAT HAVE I DONE SO FAR?

Identifying patient needs and factors 📌

Initial primary research on user needs (pg.22)

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Empathy tools to understand insights (POV statements)

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5 Why’s to establish insight links between patient vs healthcare problems

Using Miro’s 5 Why’s framework, I scoped out all the different problems identified within Hong Kong healthcare: from usability, viability and desirability perspectives. Similar to UX, the viability of healthcare seems to rank lowest amongst all factors, citing medical staff shortages, lack of incentives for public doctors to contribute in their sector, and unjust allocation of resources from the Medical Council. Though the root of these problems revolve around the system and provision of care, patient problems cited from my initial primary and desk research also overlap.

STORYTELLING INTERVIEWS

Research ethics ✅ Approach with courtesy ✅ Identify myself, project and intent ✅ Explained value of research

Turning user experiences into narratives

✅ Received permission to use document research

Storytelling interviews is a great way to uncover hidden insights from a more interactive approach. Being patient, asking the right questions and structuring the process from the ‘introduction’ of a problem to an ‘ending’ also made it easier for my users to provide valuable information. It also improved my own empathy and interpersonal skills.

✅ Established the scope of research and extent of use (FMP process, pitches, portfolio)

INTERVIEWEE 1*

INTERVIEWEE 2 👉

Once contracted a virus that was difficult to manage

👉

Once had a kidney problem that led to hospitalisation

👉

Lacks independence when it comes to healthcare

👉

Wants to be more independent when it comes to healthcare

👉

Experienced an emergency room situation due to food poisoning

👉

Doesn’t know anything about insurance but wants to learn

👉

Suffers from unhealthy habits and minor health issues

👉

Lacks incentive or proactivity to safeguard personal health

👉

Recently bought medical insurance which changed his attitudes to care

ANISSA FROM NEW JERSEY Interviewed by Maleela Hong

INTERVIEWEE 3*

CAMILA FROM BRAZIL

✅ Received permission to use pictures, and when unable, to use placeholder images

LOUISE FROM HONG KONG Interviewed by myself

INTERVIEWEE 4 👉

Medical student studying in Brazil

👉

Has a brother with heart condition Open minded to wearable technology

👉

Can identify flaws in Brazilian healthcare system

Interviewed by Laura Avedissian

TIM FROM HONG KONG Interviewed by myself

*PLACEHOLDER IMAGES

USER #1 - ANISSA (NEW JERSEY) 🌟

Hospital care was not a comforting experience

🌟

‘Exhaustion’ felt post-recovery

🌟

Negative COVID test threw her off

USER #2 - LOUISE (HONG KONG) 🌟

Relies on primary care circle as support network

🌟

Goal is to be independent like her parents (self actualisation)

USER #3 - CAMILA (BRAZIL)

USER #3 - TIM (HONG KONG) 🌟

Finds wellness habits most important when consistent

🌟

Describes consistency as ‘clarity’

🌟

Values routine

🌟

Young medical student who sees potential with wearable technology

🌟

Sees cracks in the Brazil healthcare system

EMPATHY INTERVIEWS

Research ethics ✅ Approach with courtesy ✅ Identify myself, project and intent ✅ Explained value of research

In-depth interviews to reveal user pain and gain points

✅ Received permission to use document research

Empathy interviews are structured much in a much more personal and straightforward way. I asked open-ended questions and kept it relatively casual to break the ice before nailing down the important questions. This style has less structure, but it gives me an opportunity to foster a relationship with the user, who may be helpful in the testing phase.

✅ Established the scope of research and extent of use (FMP process, pitches, portfolio)

INTERVIEWEE 1

INTERVIEWEE 2* 👉

👉

TIM FROM HONG KONG

Lacks exercise and motivation to structure habits Emphasises importance of ‘consistency’ in schedule Yet, finds it difficult to wake up early everyday

Interviewed by myself

👉

Suffered from a pneumonia once

👉

Traumatising experience that became very serious

👉

Developed a great sense of appreciation for healthcare and family afterwards

👉

Uses memory tracking app to document special moments

👉

Find it incredibly beneficial for his mental health

👉

Incentivised habit but later on lacked motivation to continue tracking memories

SOPHIA FROM NEW JERSEY Interviewed by Maleela Hong

INTERVIEWEE 3

INTERVIEWEE 4* 👉

Hong Kong student that uses Clue to track her period

👉

Finds it incredibly useful for visiting the gynaecologist

👉

Open-minded to technology as a way of tracking health

VIVIENNE FROM HONG KONG Interviewed by myself

✅ Received permission to use pictures, and when unable, to use placeholder images

👉

Very healthconscious

MATTHEW FROM BRAZIL Interviewed by Laura Avedissian

*PLACEHOLDER IMAGES

27 USER #1 - TIM (HONG KONG)

👍

Health conscious

👎

👍

Understands importance of wellness factors

Difficulty being health proactive

👎

Hard to stop unhealthy habits

USER #2 - SOPHIA (NEW JERSEY) 👍

Appreciates healthcare workers and family

👎

Traumatic experience of a serious illness

USER #3 - VIV (HONG KONG) 👍

Finds technology helpful

👎

Difficult to track health goals beyond period

👎

Wants to maintain health but doesn’t know how

USER #4 - MATTHEW (BRAZIL) 👍

Finds technology helpful

👍

Technology is simple and convenient to contain problem

👎

Experiences stress, emotional management issues

USER PERSONAS 👩💻 Identifying audience personality, needs and problems

After all my primary interviews, I began to develop user personas, empathy maps and journey maps based on my research. Some of these personas were based on empathy maps from separate interviews (pg.30) and others were an amalgamation of archetypes and analogous experiences. The pictures used for the personas were all placeholder images cited in the references.

BUDGET CONSCIOUS

WANTS TO BE INDEPENDENT

USER PERSONA 1 > fresh graduate

WELLNESS = HEALTH

These empathy maps would later support my desk research when presenting my findings to the pitch. They offer a more visceral representation of my targeted user and the problems they face in a more empathetic way. By choosing three, seemingly very different users due to their age groups, I realise that the scope of my project could be even bigger than I realised.

FINDS HEALTHCARE CONFUSING

VERY OPEN TO TECHNOLOGY

Though they have varying pain points, it helps to establish my problem scope later on as a system of problems rather than a linear view. At the end of the day, these three users all share the following: they are health conscious, cost conscious and relatively lower health literacy.

USER PERSONA 2 > elderly man

PART OF AGEING POPULATION

CANNOT WAIT LONG QUEUES

HEALTH LITERACY RELATIVELY LOW

TECH-SAVVY TO AN EXTENT

USER PERSONA 3 > middle-class mother

COST IS BURDENING FOR AVERAGE PERSON

WITH CHILDREN, ACCOUNTABILITY

CANNOT AFFORD PRIVATE HEALTHCARE

WANTS TO LEARN ABOUT HEALTH, BUT ONLY FROM MAINSTREAM MEDIA

ASSOCIATES WELLNESS WITH HEALTH

NOT TOO TECH SAVVY, KNOWS THE BASICS

EMPATHY MAPS ❣

Stakeholder mapping

My empathy maps were developed after conducting more interviews with slightly different users. Now equipped with enough understanding of my intended audience, I mapped out all the stakeholders with my audience in the middle. This puts the scope of influence on the table, and influence is something to be taken into account in my design considerations later on.

Audience Segmentation To further define my audience, I split them into four segmentations that would be according to demographic, psychographic, geographic and behaviour. This helped me generate a clearer way to frame my audience that would limit its broadness, and highlight the most important similarities my users ultimately share.

JOURNEY MAP 🌐 How inaccessible is the existing service design in public healthcare?

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Unnecessary healthcare seeking behaviours

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Social burdens, dependence

👉

Solution-oriented

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Rushed process that simply leads to a lot of waiting

👉

Lack of response management

33 Based on the analogous experience of my uncle who recently visited the GOPC (public primary healthcare clinic), I documented his 9 hour experience in a classic service journey map. Using emojis and speech to portray his emotions, it shows a clear lack of touchpoints that can alleviate the frustration felt amongst not just the patient, but all stakeholders involved in the service. Of course, staff and resource shortage plays a key role in the disadvantages of service delivery, but there is lots of room for empathy to be practiced. Otherwise, the quality of care can easily be lost on the poor delivery of its service.

👉 👉

Lack of empathy from staff Frustration from all stakeholders

👉

Unsatisfying ending

👉

Feeling discontent, but understands that this is the only way

👉

Limitations of public healthcare service delivery

RESEARCH SYNTHESIS 🚶 Understanding the level and complexity of problems faced by patients and healthcare

Problem blueprint Based mostly on desk research, though with some primary insights taken into account, I developed a problem blueprint that would categorise each point according to level. Top level categories are the most pertinent issues faced by healthcare, whilst third level are less severe or high-impact. Top level problems can even be considered as ‘wicked problems’ to be potentially discussed in my FMP. Although much of these issues may be policyrelated, without the means to enact council change, I would have to address this from a designer point of view instead.

30% of Hong Kong population to be over 65+ years of age by 2033 (PolyU, 2011). Average waiting time for eye surgery in public healthcare is 30 months long (Hospital Authority, 2021). 1 in every 2 patients in a local hospital were found to be resistant to a common antibiotic (HKCPath, 2018).

Problem scope Drawing from the problem blueprint, I identified the a key scope of three most prominent issues faced by healthcare in Hong Kong. These form the basis of what I’ll be addressing in my FMP solutions, where for feasibility sake, I also took the chance to brainstorm some quick solutions.

Problem pillars

1. SOCIAL BURDENS

> From a Double Diamond point of view, I was at a stage where I was constantly diverging

LEARNINGS

These three scopes almost act as ‘problem pillars’ I later use to present my findings. In fact, I like to view each ‘cluster’ of sticky notes (similar or related issues) as building blocks stacked against each main problem. These form the scope and basis of what my project will aim to address.

> In hindsight, the problems I raised in this phase were incredibly complex and ambitious

> Feasibility and viability were also lacking context, and in going back I would focus on a single problem rather than address them as a system altogether

2. ACCESSIBILITY

3. DISSATISFACTORY SERVICE

“HOW MIGHT WE…” ❓ Establishing the problem statement and outcome After exploring a few research areas using various methods and empathy tools, I prepared to establish my HMW statement which will ultimately form the basis of my determined problem and outcome. However, due to the broad scope of my project, I was prepared to include a multiple HMWs instead in the form of a manifesto.

> Working from multiple HMWs help to refresh my ideas and inspire me to re-look from another angle > My HMWs ended up being reiterated a few more times anyway, with the first one being criticised in the Design Thinking pitch

REFLECTION

> This would later be helpful during the later sprints, when I established a system approach

REITERATION > I rejected some trial statements after realising that solutions should be omitted in my HMW to avoid limitation. Other drafts were either broad, too detailed or some even without enough relevance to my FMP topic. This step took many reiterations that would continue onto the final sprint.

HOW MIGHT WE…

alleviate the burden on Hong Kong’s healthcare system by promoting holistic health practices …to cultivate individual self-resiliency? HOW MIGHT WE…

address the limitations of Hong Kong’s healthcare service by emphasising patient-centred design …to encourage individual self-resiliency? HOW MIGHT WE…

improve the service delivery of healthcare in Hong Kong with an emphasis on holistic health …to encourage selfresiliency?

LOOKING AT EXISTING SOLUTIONS IN HONG KONG

HEALTH CONSCIOUSNESS POST-COVID IN HONG KONG 📈 Increased interest + need for health insurance

> Surprising emphasis towards mental health (traditionally stigmatised) + active lifestyles (wellness)

> 34% population in Hong Kong already have insurance plans

📈 Health shifts to digital > 55% willing to shop online

> Critical illness, hospitalisation and health are top 3 insurance picks

> 50% use online payment > 39% only read online news > HK = still lower spectrum in Asia, but Hong Kong has a more mature market

> 48% stated wanting to buy new insurance plans

> 62% wanting to switch insurance plans

> Market demonstrating to tap into digital-health products (Manulife, 2020)

KEY TRENDS

📈 More health conscious > 35% stated wanting to be more health-conscious after COVID

BY COLOUR CODE

EXPLORING TELEMEDICINE SOLUTION IN HONG KONG

IDEATION 🧠 Seeking inspiration, finding solutions

ELDERLY IN HONG KONG & SMARTPHONE USAGE

HONG KONG COVID LESSONS: NEW USER PRIORITIES

Before generating ideas, I looked again at the different trends in health, wellness and technology specific to Hong Kong. An interesting reveal was the smartphone penetration rates amongst the elderly population in Hong Kong.

CONCEPT MODELLING 💬 VALUE PROPOSITION

REFLECTION

> These were initial concept models, I then iterated my value proposition and user case scenarios in a more refined way later on > Much of the sketches revolved around digitalisation

HIGH LEVEL USER CASE SCENARIO

CONCEPT SKETCH

41 TOP USER NEEDS 1. Awareness 2. Social communities 3. Reminder system 4. Service comfort 5. Habit incentives 6. Healthcare directory 7. Queue management

💡 USER NEEDS + IDEAS GENER ATION To start the ideation process, we looked at user needs and idea generation. With Laura and Maleela, we brainstormed different user needs and possible solutions for their specific issue. We then dot-voted our best ideas to prototype further.

2 1

6 5

BRAIN DUMPING.

SKETCHING!

PROTOTYPES BY LAURA AVEDISSIAN, MALEELA HONG AND MYSELF ALTOGETHER

1. HABIT TRACKING

INITIAL PROTOTYPING 🎨 Feature board development

2. QUEUE MANAGEMENT

3. EDUCATION After a dot-voting exercise between myself, Laura and Maleela, we agreed on habit tracking, queue management, education and data visualisation as the top four features.

We then developed four respective feature boards that would act as ‘mood boards’ or a visual aid for how the features would end up looking and functioning.

4. DATA VISUALISATION

46 This journey map was much more problem-oriented than solution, as I was at a stage where I wasn't thinking too much about prototypes yet. The story of this patient starts with feeling symptoms, knowing that a GP visit is necessary, but facing the dilemma of public VS private. PHOTO BY USMAN YOUSAF ON UNSPLASH

STAGE TWO — STAGE ONE — the problem

USER COGNITIVE WALKTHROUGH ✂ Ideas and concept validation With these 4 features in mind, I developed an implementation journey map to validate my ideas and concept. I asked a range of participants and took them on a user cognitive walkthrough by walking them through all the service touchpoints, from the problem state to aspirational state. I described potential scenarios that seemed to resonate most with my primary research: falling sick, having a bad experience at the public clinic/

hospital or dissuaded by the long queue times, and then my proposed telehealth solution. I structured my testing based on concept viability, asking questions like: is this idea of holistic health appealing to you? Can insurance incentives push you to meet your health goals? The feedback I received was a mix of both critical and supportive.

PHOTO BY LINKEDIN SALES SOLUTIONS ON UNSPLASH

T Despite not having any mockups or lofi wireframes, I was able to simulate an experience that gathered useful feedback which I later synthesised into my pitched system. This taught me to hone the power of language as a narrative and truly understand the impact of powerful storytelling skills.

onboarding

PHOTO BY SAM MOQADAM ON UNSPLASH

STAGE THREE — development

Stakeholder influence mapping I utilised another stakeholder framework to convey a visual representation of what it’s like to go down the public healthcare route versus private. It represents a disparity in accessibility, where the majority of the public are unable to gain access to health due to cost and queues.

Health is also visualised to always be centred around professionals. This makes health synonymous to care, which simply is not true, and the idea that health can only be governed by certain individuals.

Private healthcare

HEALTH

Professionals Society/public

Public healthcare

SYSTEMS PROTOTYPE 1.0 🧩

User-friendly data tracking

Proposing a system of solutions Using a systemic approach, I developed a system that would implement all 4 features and work together in some way or another. In recognising the complexity of the problem, a system was the perfect solution that could serve to meet the needs of such a broad problem.

Possibly premium feature (thinking about funding)

FEATURES

Well-curated content

> Simultaneously, this system is able to address all the needs of the problem as a sum of its parts rather than a whole. This practice taught me a lot about systems thinking and the scope of what it could achieve. > Wicked problems require equally wicked solutions. > It was a struggle to condense all this information in a short 7min presentation. A lot of the complexity in this design was lost in the time constraints.

Holistic health = wellness

Reiterative design (personalisation)

REFLECTION

> Looking back, this was a fairly good prototype at this stage of the sprint. My prototype later developed and became more convoluted, which required a lot of convergent thinking.

#1 STORYTELLING INTRO

Private

> Narrating personal experience of visiting GP in Hong Kong

Public

⏳

> 2 options: private VS public > Cost VS queue dilemma

8 hours wait

£150

#2 HK HEALTHCARE OVERVIEW > Background information: hybrid model and legislation > Key statistics + trends > Unnecessary healthcare burdens

30% of population to be over 65 years old by 2033

Average wait time for eye surgery is 30 months

Accessibility

Private healthcare is #2 most expensive in the world

10% turnover rate in public healthcare staﬀ

Lack of private + public partnerships

Social burdens

#3 PROBLEM SCOPE

50% of population take antibiotics every year Healthcare-seeking behaviours are relatively frequent

Lack of government incentives

“Patient-centred experience”

> Accessibility: queue times, staff shortages

Long life expectancy, but lacks quality of life

Current medical model disregards socioeconomic factors

Only 1 doctor for every 1000 patients

> Social burdens: overly frequent healthcare seeking behaviours, antibiotic abuse

Public provides for 90% of healthcare services, but only 40% of workforce Bribery is common in public healthcare

> Service: lack of empathy, linear approach

Social health not covered in medical curriculums during education

#4 EMPATHY MAP > Middle-class dad (in-depth interview) > Example of social burden > Pain points: overly reliant, stubborn

lack of awareness

ill-informed health attitudes

empathy map

Dissatisfactory service

user persona

can afford private, but at what cost?

#5 USER PERSONA > Elderly man who cannot afford private (accessibility problem) > Pain points: cannot wait long queues, but not medically insured cannot wait long queues

ageing population

#6 JOURNEY MAP > Experience of visiting out-patient clinic in Hong Kong > Unbearable wait times, rude staff, lack of communication

journey map

cannot afford private

lengthy, unpleasant wait

lack of empathy from staff

frustration from all stakeholders

DESIGN THINKING PITCH

What does Hong Kong’s healthcare look like?

HMW use digital solutions for designing patient-centred experiences to cultivate self-resiliency in Hong Kong?

#7 HMW QUESTION > Proposing initial HMW statement > Digital solutions: affordable and accessible > Self-resiliency: capability, independence

#8 VALUE PROPOSITION 1 awareness

> Clear roadmap to my outcome

2 proactivity

> Value model (awareness, maintenance and independence) > Breaking down the goal into small milestones

3 self-resiliency

value proposition #9 IDEAS GENERATION

ideas generation

> Inspiration from existing solutions, stakeholder maps, user needs, sketches > Service-based system: engage stakeholders, leverage partnerships, semi-digital adoption

systems design

#9 SYSTEMS DESIGN (1.0)

> Education: multidisciplinary

2 4

> Goals tracking: holistic health

FEATURES

> Data: personalisation > Telemedicine: premium offering marketing / branding

#9 FUTURE DEVELOPMENT

engage more stakeholders

next steps

revenue

> Testing & feedback: prototyping

implications (ethics)

testing & feedback

#10 MOONSHOT > Key takeaways > Long-term impact: holistic health > Personal rationale

> Ethical implications: cost friendliness > Revenue: government subsidy? > Marketing: minimalism, not commercial

END OF SPRINT FEEDBACK 🌙

I was lucky enough to have invited two Year 1’s I met during the hackathon onboard my project. Laura and Maleela assisted me in the core ideation stages, and always had fun and creative ideas to put on the table. I was able to facilitate engaging co-creation workshops because they were equally as enthusiastic about this project as I were. Running through the key phases of design thinking with them was also affirming my own learning from the last few years. Being a facilitator, project manager and a ‘little bit of everything’ alike, I had a lot of accountability and ownership to balance in this project. It was definitely not easily, but I only found myself being more and more passionate about everything I was working on, which incentivised me to continue pursuing progress. I found that I really put both my head and heart into something when I believe in its values.

WHAT I DID WELL >

NEXT STEPS >

✓ Diverged my project scope

❏ Journey maps, service blueprints

✓ Fulfilled ideation, prototyped and even testing phases

❏ More desk research

✓ Went above and beyond to achieve this stage of my project

❏ Think deeper into the design impact I want to make

✓ Thought outside the box in my ideation

❏ Service prototypes

PERSONAL REFLECTION

The Design Thinking sprint was definitely an enriching experience that propelled my project progress so far. I optimised use of all the school resources, the readings being most helpful — and this engagement allowed me to gather a new perspective of ‘design thinking’ in a way that was beyond practice and mindset. Although I’d completed a handful of design thinking projects in the past, being able to apply this into my own project on my own was truly a challenge.

SPRINT 03 INNOVATION > Reiterate from previous feedback > Build upon initial concept from Design Thinking > Run through design and innovation models (distributed, inclusive, systemic, service and circular) > Assess the impact of each lens > Seek improvement for the relevance and impact of project > Continue experimenting with different methods of inquiry > Build on systems model with innovation lenses > Start thinking about funding and revenue ahead of next sprint / next steps > Consolidate into final pitch for industry panel review

DESK RESEARCH 🖥 Social and economic attitudes to healthcare in Hong Kong

Weak immune systems This can be cited from antibiotic abuse, overly frequent healthcare seeking behaviours, and a culture of ‘fright’ when it comes to illness, because treatment is always ‘the answer’. It is fairly common to be prescribed antibiotics even without a bacterial infection in Hong Kong.

Different burdens to healthcare

Overly excessive healthcare seeking behaviours? Over 60% would seek medical help within 48 hours of symptom onset (BMC Public Health, 2020). Compared to the US, this is a majority of the population can be said to be mostly or even entirely dependent on care when it comes to health. Since most symptoms are mild, it only places more social burdens on healthcare.

INNOVATION MODEL 🎯 Finding areas for innovation, project inquiry

At this stage of my FMP, I was at a point of converging. The start of the sprint involved looking at an innovation funnel that could help me identify areas for feasibility, viability and desirability. These are the questions I aim to answer by the end of the innovation sprint.

How can I receive funding if this is a nonprofit project?

How much digitalisation should I limit in order to still make it usable for extreme users?

TECH (FEASIBILITY) Where would I get the backend support in developing a telemedicine service? Is the technology behind algorithms in habit tracking safe and secure?

HOLISTIC HEALTHCARE IN HONG KONG

Which sponsorships or grant schemes would I be most eligible for?

Would this be a fully government-led initiative?

Are my values profitable?

How much digitalisation should I limit in order to still make it usable for extreme users?

Design thinking is great at making products and services desirable and usable, but not necessarily feasible nor viable. Before testing, I planned out ways to fulfil all domains before prototyping even further.

BUSINESS (VIABILITY)

How can I implement a culturalbehavioural change of this extent?

Do people see self resilience as a motivator, or a true determinant of social health?

Does being health conscious = wanting to be self resilient?

VALUES (DESIRABILITY)

CULTURAL BENCHMARKING 🥇 Healthcare around the world: US, UK, Norway

Lots of similarities between UK and HK. Hong Kong’s own healthcare model is inspired by NHS. Similar problems faced in public healthcare (long queue times).

RESEARCH METHODS

Looking at other healthcare models such as the US, UK and Norway, I did some cultural benchmarking exercises which would allow me to gain a deeper understanding of different systems around the world and how they are implemented. Typically, Western healthcare models are different to Hong Kong in the way that mental health and socioeconomic factors are oftentimes taken into account for. This is what is deemed as the “Rainbow Model” of healthcare.

> DIGITAL SAFARI: Desk research and looking at secondary sources online > GUERRILLA RESEARCH: going on Reddit to interact and engage opinions on healthcare around the world

57 I found inspiration in this interesting example of interdisciplinary design seen in operation, which I included in my prototype.

Using Reddit, I went on a few forums and interacted with users to ask the most pressing questions I had in mind:

• Why is healthcare in the US so expensive?

• What are the basic functions of the UK’s NHS?

• Why is Norway said to be “the best healthcare model in the world”? Norway has been repeatedly said to adopt the best healthcare system in the world, and I was curious to find out why from the perspective of its actual users. I learnt that Norway’s healthcare system is 3-tiered, unlike the 2-way model seen in the UK, US and Hong Kong (either public or private). Norway additionally has a decentralised model for primary care, managed by their own communities.

The Rainbow Model The Rainbow Model in healthcare takes into account of certain principles beyond primary care that can influence the quality of treatment and service delivery. The UK and US have slightly varying principles that both have respective pain and gain points. Multidisciplinary health was something I later identified as feasible in Hong Kong, and an integration to my system.

BODYFAST — WEIGHT LOSS MANAGEMENT

COMPETITOR JOURNEY MAPS Exploring health apps By exploring different health apps through a competitor journey map, I’m able to put myself in the shoes of a user looking to achieve similar goals, and seek inspiration from others for my own solution. I found that lots of apps utilised gamification in some form or another, and goal tracking was a popular feature amongst health and wellness apps.

STORYBOARD BY MALEELA HONG

JOYSTER — HABIT TRACKER

With the emerging health and wellness trends due to the pandemic, apps have definitely seen dramatic improvements in health tech. They now look friendlier, appealing, user friendly and decentralised due to Apple’s new shift towards health. REFLECTION > At this stage, I had decided not to do an app, although I compared competitive apps due to their similar features.

STORYBOARD BY LAURA AVEDISSIAN

> My final prototype (eHealth) drew interface similarities, with many of the graphs and language inspired from these journey maps

“SWEATCOIN” — EARN REWARDS FOR DAILY STEPS 1

#1 Onboarding Simple and straightforward, not too much that’d put me off the process #2 Permissions Integrates with Apple Health to track steps (how it works) #3 Integration with Apple AI-language, yet still friendly

#4 Verification Connects with mobile number; identity verification tool #5 Instructions Second-person voice; not commanding but ‘mission’ like #6 Homepage Community stats, boost features (gamification)

#7 Rewards Wellness/tech products, ecommerce leverage #8 Charity Social innovation; using steps as a way of crowdfunding (like Freerice from the UN) #9 News/education Valid sources (WHO, Mayo Clinic); well-curated content

COMPETITOR Unique selling point (USP) MY SOLUTION

"The healthcare system in Hong Kong needs to be dramatically improved in its service design. This solution proposes a hybriddigital system to cultivate holistic health awareness, social innovation and ultimately selfresilience.”

CLUE

DATA VISUALS

GOAL TRACKING

“…an interactive self-guided journal that teaches you the science of your well-being through data and reflection. It enables self-awareness by making positive louder through displaying your positive and negative influences in your life.” (Joyster, 2021)

BODYFAST

User friendly digital integrations (even to novice users such as elderly)

2. Service localised to Hong Kong market 3. Values: awareness, proactivity and selfresilience

User-friendly way to track period cycle

2. Well-designed icons and graphics, informative visuals, easy to navigate 3. Understand correlations between period + problems such as skin and sleep

Appealing design - aligns with aim of the app in positivity and lightness

2. Very user friendly 3. It has great info already, helping the user think about their own activities/habits/ etc.

1. “…boost your immune system and lose weight quickly. After a short time you will see results. The base for that is intermittent fasting – you take a break from eating in varying periods.” (Bodyfast, 2021)

GOAL TRACKING

1. "Cycle tracker that adapts to you and your unique cycle: the more you track, the more you learn, and the more you start to live in sync with your biology.” (Clue, 2021)

JOYSTER

Top 3 Features

Manage and track your fasting process effectively, straightforward interface

2. Additionally tracks water intake, weight and body measurements 3. Motivating coaching and meal planning tips

BENCHMARKING Advantages 1.

Feasibility: simple improvements to current service system

Disadvantages

2. Smooth integration: wearable tech, Apple iOS, Whatsapp/messaging tools (accessible)

Implementation: infrastructure, cost and facing the adversity of policymakers who want to keep healthcare economy as liberalised as possible

3. Friendly (reductionist) approach: like 'Designed to be Deleted' (Hinge), it's a service designed to be used less rather than more (burdened)

2. Cultural sensitivity: implications of people reacting to changing attitudes (some of which are very stubborn)

Tracking tool: encourages proactivity for tracking important health information

2. Encyclopaedia feature: educate users from multi-disciplinary topics such as science/ biology to products to social trends 3. Algorithms to predict period cycles, further personalising experience (integration with Apple health apps)

Positive reflection of day; allow realisations of events that may not have been perceived

2. Graph feature: nice to see the use of a line graph so user can visualise intersecting goals 3. Very user-friendly and easy to navigate, interface reflects the calm persona of the brand in general

Free features: different fasting plans, timer leading you, weight tracker and statistics, knowledge pool for intermittent fasting

2. Coach premium feature: additional integrations to received personalised support 3. For beginners and experienced fasters alike (accessible and usable for everybody)

Limited algorithm: if you take a break, it continues to predict your patterns incorrectly

2. 'Intimate surveillance': inaccurate use of measurements being used to legitimise results (marginalising actual data points) 3. Lacks incentive beyond notifications to motivate users to continue tracking

Inaccurate measurement of data: quantifying random information (e.g. brother scored a 1.8 influence on stomach ache?)

2. First 5 days entry makes no sense. The "algorithm" might only make sense after a month in. 3. Little research seen behind the app

Coach plan may sound more appealing to some people but it is $1.35/week

2. Interface “clutter” lots of little boxes, not friendly for those who aren’t good with numbers 3. Success can be achieved via the basic plan but it takes a person with an ambitious mind to do it

SYSTEMS 2.0 📌 Reiterated with just 3 features I excluded data visualisation and telemedicine in my new system because I felt that ‘data visualisation' alone was not sufficient as a feature. Moving past ideation and onto prototyping, I brainstormed and conceptualised different examples of what I could implement within each area to address my problem scope.

PROACTIVITY

AWARENESS

> Refined each feature with more details and examples > More prototype ‘ready’ system > Integrated inclusive, circular and distributed design tools

REITERATIONS

> Reiterated from feedback to just 3 features: queue, goal tracking and educational tools

INCLUSIVE DESIGN CIRCULAR DESIGN DISTRIBUTED DESIGN (Innovation lenses by colour code)

SERVICE

VALUE

SOLUTION

FEATURE #1

NEW QUEUE EXPERIENCE ⏳ Redesigned waiting spaces Waiting rooms are places that can breed anxiety, restlessness and generally do no good besides from providing a space with seating and information. If public healthcare means a wait of an entire day, why not make these ‘spaces’ more productive?

SKETCHES BY MALEELA HONG

Decentralising waiting rooms can leverage opportunities for learning, wellness activities or user-friendly spaces like kids rooms. Even if infrastructure doesn’t allow, outdoor food events or pop-ups can be organised outside the clinic or hospital as additional options. Queues are inevitable, the only thing we can do is make them more bearable. QUEUE JOURNEY MAP

Whatsapp integration Integrating Whatsapp as a chat function is friendly to all users alike. Whatsapp is the most popular chat platform in Hong Kong, including amongst elderly users too. The voice note tool is easy to use and rated highly as a preferred communication feature. By connecting to a ‘patient specialist’ on Whatsapp, anyone can get queue updates directly via message without having to download a new app. This means patients no longer needs to wait on-site.

Digital signage Like airport dashboards, digital signage are a clear and presentable way of displaying key information. By making things digital, screens can be updated in real time to reflect accurate information about queue times, doctors on site, navigation help, etc. Automating the initial screening process can also reduce the need for manpower, alleviating burden on hospital staff shortage. This can be easily done with your identity card, for example.

FEATURE #2

GOAL TRACKING 🛤

Reminder systems Digital reminder systems usually come in the form of a notification or sound. In prototyping the design of a reminder system that could achieve proactivity, language matters. We explored different uses of language for different user personas such as a gen Z, middle-aged parent and elderly user (over 65+).

QUEUE JOURNEY MAP

For older users that are less tech-savvy, we decided to prototype reminders in the form of Whatsapp messages. For younger users who are more inclined to use apps, we decided to ideate a brand new interface/UX that could integrate data visualisation of goals and reminders together.

SKETCHES BY LAURA AVEDISSIAN

Community challenges Community engagement can be a key to forming a support network. Apps like Strava and Nike+ have been highly successful in merging gamification and social interactions amongst the community as a way of motivating users to complete certain health goals. Like social media challenges, inviting the community to for example, drink 3L water everyday for a social cause can be highly effective. Dashboards, games, social events integrated with existing apps such as PokemonGo can be utilised as fitness activities.

SKETCH BY MALEELA HONG

Gamification To this day, PokemonGo still lives up to its hype in Hong Kong. In fact, the presence of gamification is often seen in Hong Kong and Asian culture, where insurance incentives for walking X amount of steps a day could reward you with cheaper insurance premiums. Insurance incentives and health have proven to work very effectively in the last few years in Hong Kong. By partnering with insurance providers, I could leverage this as an incentive to push users to meet their health goals.

FEATURE #3

EDUCATION 👩🏫 Social media No doubt, social media is a powerful tool for influence. Some of the most followed KOLs (Key Opinion Leaders) all belong to the health and wellness category in Hong Kong. With more people staying home and unable to use the gym due to closures, home workouts have been on the rise. This mockup of an Instagram health platform is an example of how content can be curated by existing influencers and educated health experts alike.

Health expos Prior to the pandemic, expos were popular events in Hong Kong that would attract consumers with big discounts, promotions and experiential marketing. Similar to ‘Black Friday’ sales, the idea of a pop-up expo can be transformed to an educational and commercial event, led by health experts from the public and private sector promoting health technology products. PICTURES FROM EHEALTH, HONG KONG (2018)

QUEUE JOURNEY MAP

Interactive learning LIHKG is an online platform likened to a Hong Kong version of Reddit. One of the most popular visited websites, forum sites can be managed as an educational tool to engage interactive forms of learning. For example, certified health experts can contribute as a ‘verified’ author, to avoid information inaccuracy. These wireframes are a mockup of healthrelated thread topics.

Clubhouse is a recent popular app that provides a virtual conference/live podcast hybrid. Now gaining popularity in Hong Kong, users can discuss and host health-related events and learn from each other in a multidisciplinary way. These Clubhouse ‘rooms’ for discussion can also be moderated by a health expert again, to ensure that no ill-informed health myths are avoided. Wireframes illustrate examples of relevant health topics.

P Digital signage: self service screening process to save time and manpower

QUEUE EXPERIENCE

EDUCATION

Optimising wait time for productivity: ideas for distractions to make queues more bearable

SERVICE BLUEPRINTS 🗺 Prototyping service features

Unique partnerships: GP and insurance providers to set and incentivise goals

GOAL TRACKING

> Service blueprints was a framework I’d never attempted previously — I found it extremely challenging to grasp its concept > I realised the development of these blueprints were challenging due to the vast scope of my project > A lot of room for improvement was needed in terms of converging and establishing relevance for each feature, and how it could address the problem

REFLECTION

I developed service blueprints for each feature, and how different stakeholders and back and front stage interactions could lead to the eventual desired outcome. Visualising this like a journey puts the system in the perspective of not only the patient, but for medical experts such as doctors and policymakers too.

INNOVATION MATRIX ⚡ Exploring different lenses of innovation: how + why

WHY? 👉

Health should be inclusive

👉

Understand the reality of care

👉

Achieve accessibility at a better standard

WHY? 👉

Emphasise productivity of a circular care model

👉

Demote existing linear medical model (reductionist approach)

👉

Support non-chronic patients

✅ Reduce costs and physical barriers via digitalisation ✅ Digitalisation to an extent that can be tolerated by a wide range of users ✅ Making health an accessible achievement (not just for those who can pay for it)

HOW?

Circular Design

Inclusive Design

HOW?

✅ Empower the healthcare system via self resilience (alleviate burden) ✅ Decentralised experiences

WHY?

👉

Prioritise specialism in healthcare

👉

Understand the complexity of problem at hand

👉

Alleviate burden on care system

👉

Incite multidisciplinary collaborations to emphasise holistic health

Break down and recognise the interactions between each component of system

HOW? ✅ Multi-stakeholder friendly ✅ Systemic approach ✅ Democratisation of design and implementation ✅ Unique partnerships

Systems Design

Distributed Design

WHY?

✅ Care that doesn’t end at the clinic or appointment

HOW? ✅ Addressing a broad scope of problems ✅ Recognising it’s not a one-sizefits-all philosophy ✅ ‘Rainbow’ approach ✅ Sum of parts is better than whole

EXTREME USER TESTING 🧪 How to cater solution towards the elderly or less tech savvy demographic

TESTING & FEEDBACK

In being inclusive, I have to also consider extreme users such as the elderly or less tech-savvy. Alternative solutions to my prototype include: 🌟

Broadcasting Clubhouse podcasts to a waiting room (mimic a radio listening experience) for learning

🌟

Whatsapp integration: making use existing technologies and apps for queue management

🌟

Promoting community events to interact in real life, and not just limited to the digital space

👍

Whatsapp is easy to use and feasible

👍

Likes the sound of learning activities to make queue time more bearable

👎

Wants to be able to find social events without using tech

👎

Doesn’t own insurance so incentives irrelevant

MY GRANDPA 76 years old Relies mostly on public healthcare Pain points: accessibility

30% of population to be over 65 years old by 2033

Average wait time for eye surgery is 30 months

Private healthcare is #2 most expensive in the world

accessibility

Healthcare-seeking behaviours are relatively excessive (60% will seek medical help when they feel abnormal fatigue)

Lack of government incentives

10% turnover rate in public healthcare staﬀ

social burdens

50% of population take antibiotics every year

Lack of private + public partnerships

problem scope

Long life expectancy, but lacks quality of life Current medical model disregards socioeconomic factors

Only 1 doctor for every 1000 patients

audience

Public provides for 90% of healthcare services, but only 40% of workforce Bribery is common in public healthcare

Social health not covered in medical curriculums during education

dissatisfactory service

1 awareness 2 proactivity 3 self-resiliency

SELF RESILIENCY >

HMW improve Hong Kong’s healthcare service delivery by emphasising holistic health to encourage self-resiliency?

systems systems design design 1.0

benchmarking

#7 SYSTEMS 1.0

3 2

> Original 4 features

4 FEATURES

> Demonstrate reiteration

> Good, but not innovative enough

systems design 2.0 !

#8 SYSTEMS 2.0

inclusive design distributed design circular design

> New system simplified > Further iteration > Included inclusive, distributed and circular innovation lenses instant chat

digital signage

#9 QUEUING FEATURE

specialised waiting rooms

> Digital signage, instant chat, specialised waiting room prototypes > Address problem of dissatisfactory service

#1 queueing

INNOVATION PITCH

value proposition

inclusive design for queues

#10 INCLUSIVE DESIGN > Service blueprint: interactions > Journey map: making the waiting process more ‘bearable’

social media

#11 EDUCATION FEATURE

online forum Clubhouse app

> Multidisciplinary, interactive learning > Harness power of social media > Pop up style learning > Addressing problem of awareness

#2 education

distributed design for educational tools

#12 DISTRIBUTED DESIGN > Service blueprint: how it works for extreme users > Journey map: health proactivity

community challenges

interactive games

#13 GOAL TRACKING FEATURE > Gamification culture > Community engagement > Financial incentives

#3 goal tracking #14 CIRCULAR DESIGN > Service blueprint: front & end backstage algorithms

insurance incentives

> Addressing problem of proactivity

circular design for goal tracking

> Journey map > Circular incentives

#15 DOUBLE DIAMOND RECAP > Middle of double diamond > Next steps: feasibility + viability of project > Key takeaways and testing

END OF SPRINT FEEDBACK 🌙

Taking on such an ambitious project meant there were time constraints I had to face. I struggled to condense my pitch in a way that was sufficiently informative of my findings from the second sprint, as well as my new insights from this current sprint. The feedback I received also provoked me to truly take a step back and converge as I would in the double diamond. Diverging/converging was definitely one of the most significant lessons of this period.

PERSONAL REFLECTION

The innovation sprint enabled me to try out new lenses of thinking I hadn’t implemented in my previous sprint. It pushed me to think even further outside of the box to emphasise uniqueness in my solution. Perhaps also the most challenging sprint yet, it was difficult to wrap my head around all the new concepts we were introduced such as distributed and systemic design.

Although the progress made throughout this sprint was definitely less than the second, I also found it the most insightful. It established a great start towards the final sprint, as long as I would fulfil all the preparation ahead of time.

WHAT I DID WELL >

NEXT STEPS >

✓ Fulfilled a variety of different innovation lenses in my project system

❏ More testing!

✓ Adapted sprint learnings to reiterate project in a progressive way ✓ Conducted initial testing as a step before prototyping even further

❏ Prototyping even further to start enabling a brand to emerge ❏ Scale down project with more feasibility ❏ Look back at problem + audience with more clarity

SPRINT 04 BRANDING & MARKETING > Reiterate from previous feedback > Build FMP upon Design Thinking and Innovation sprints > Determine the brand and personality of service > Consider marketing strategy for launch > Identify various funding streams for service viability > Ideate and refine value proposition according to Business Canvas Model > Consolidate visual design system and wireframes > Prepare for final pitch and end of sprint

SERVICE INITIATIVE PROTOTYPE 👓 Final reiteration to systems 3.0 In scaling down my project, I reiterated my systems proposal to three key aspects: 👉

A marketing campaign to re-look at health in a more holistic way

👉

A proposal for how existing healthcare services can be delivered in a more patient-centred way

👉

Rebranding of an existing government-led health app: ‘eHealth’

1. Behavioural change A purposeful, effective social campaign to emphasise wellness and holistic health to the community, rather than depending on care. Ultimately, it will aim to encourage proactivity in maintaining health, and of course, individual selfresilience.

2. Patient-centred service design Emphasising empathy in the heart of healthcare service delivery, another aspect of my system will propose change in key service touchpoints, loosely based on the Rainbow Model discussed in the cultural benchmarking of healthcare systems around the world. Hypothetically, this could be prototyped in the form of service blueprints, a staff training manual, or Rainbow Model framework.

COLOUR CODE

3. Digitalisation For the sake of feasibility, I decided to only prototype a rebranded and redesigned version of eHealth, a government-led app. A platform that serves as an Electronic Record Sharing system, eHealth is an existing solution that aims to alleviate the social burdens on public healthcare. This would emphasise patient agency, allowing individuals to take charge of their own health even beyond the clinic.

[ CURRENTLY PROTOTYPING ]

VALUE PROPOSITION 🏆 Identifying brand values from initial concept

> My values mostly remained the same throughout the project, only now explored in more depth > Jobs to be done was a challenging framework to build upon > I later revisited ‘how’ through a reiteration of my prototype

REFLECTION

> At this stage, my systems design was yet to be at its most refined stage (still at 2.0)

Determining my project’s value proposition was a key first step before considering my visual identity, brand personality and voice. Based on my previously identified problem scope, I established three core values that responds directly to the three problems at hand. Through breeding awareness through education and proactivity through gamification, self resiliency is the ultimate outcome I am aiming to help my target audience achieve.

AWARENESS WHY? 🌟

Address the problem of illinformed health attitudes

WHAT? 🌟

Utilise interactive learning and multidisciplinary sources

HOW? 🌟

Develop creative and wellcurated content

PROACTIVITY WHY? 🌟

To alleviate unnecessary social burdens on healthcare system

WHAT? 🌟

Encourage holistic health learning and wellness activities

HOW? 🌟

Utilise gamification and personalisation to incentivise goal tracking

ACCESSIBILITY WHY? 🌟

Access to care faces many limitations in terms of queues and cost

WHAT? 🌟

Develop patient-centred frameworks for service delivery

HOW? 🌟

Emphasise empathy in medical professional training

VALUE MODEL 🛣 Roadmap to selfresilience My value model illustrates a roadmap of how my system (as well as the redesign of eHealth) would integrate. From awareness, to proactivity, to accessibility — these are the values and goals to be met before achieving the ultimate goal: selfresilience.

TARGET AUDIENCE 👨👩🦱 Exploring scope of target audience with more clarity

USER GAIN POINTS Health conscious

Open to technology

Self development

Reiterating based on my previous feedback received from the Innovation sprint, I developed specific user case scenarios for different audience segments based on their respective user gain and pain points. I intended to use these tools to further clarify my target users based on their needs and desired outcomes.

USER PAIN POINTS > Wants to be healthy > Willing to take extra steps to do so

> Limited technology use; > Or tech savvy gen Z/X

> Well-being concerns: forming good habits > Reducing bad habits

Not resilient

> Mostly dependent on healthcare as a way of navigating health state

Lack of awareness

> Demonstrating ill informed attitudes (e.g. antibiotic reliance)

Lack of accessibility

> Can’t wait long queues in public > Can’t afford private

“Hong Kong individuals who are health conscious, budget friendly, open to technology and with a desire to pursue selfdevelopment in wellness.”

“Hong Kong individuals who are not health-resilient, demonstrate a lack of health awareness, and face problems with accessibility to the care that they mostly depend upon.”

(REFER TO USER SCENARIO #1)

(REFER TO USER SCENARIO #2)

USER CASE SCENARIOS 👣 Reasons to use eHealth and onboarding process

SCENARIO #1

Jim, 25 years old Relies on private insurance to see GP Smoker trying to quit

PHOTO BY MARLON LARA ON UNSPLASH

SCENARIO #2

Sally, 35 years old Working mother balancing duties Lacks awareness PHOTO BY ELISA VENTUR ON UNSPLASH

BUSINESS MODEL CANVAS 📊 Determining and aligning service viability + priorities

> Nonetheless, besides from ‘cost structure’ and ‘revenue stream’, it was relatively straightforward identifying other key structures

ELEVATOR PITCH MODEL

> Instead, I found the service definition canvas much more relevant to my project instead — this framework was fundamental in developing the model of my service key functions and considerations

REFLECTION

> I found developing my business model canvas extremely challenging since I considered my project to be more of a non-profitable, social innovation scheme

SERVICE DEFINITION CANVAS 🎲 Rebranding eHealth from app to service initiative

Not telemedicine; but offering a wealth of information source curated by multidisciplinary health professionals

Generating purpose out of existing values; highlighting key messages to be consistent in my service ambitions

My service definition canvas/model explores the depth of my deliverable’s promise, purpose and offering in a more wellrounded way. Being a service initiative within a social innovation context, more emphasis on community benefits and unique offering is needed. This framework also helped me map out my redesign of eHealth in a more structured and legible way (to be potentially pitched to industry panel).

THE eHEALTH APP📱 Existing government-led app for health record sharing solution

ONBOARDING

Complicated onboarding process

👎

Too many feedback loops

ALLERGIES PAGE 👎

Difficult to input records; glitches with information display

HEALTH PROGRAMS 👎

Badly curated content page

👎

Lack of updates

Current logo + name

PHOTO FROM ASIA HK MEDICAL DIAGNOSTIC CENTRE (2021)

👎

Strictly medical, limiting appeal

👎

Seriousness: emphasis on government initiative

👎

Inappropriate use of typography (serif and sans serif)

👎

Chinese and English translations misalign (bad play on words)

87 eHealth is an official government-led app for ‘Electronic Health Sharing Record’ purposes. Optional for public healthcare users, it provides a platform for patientinput information such as allergies, public health programmes, and updates regarding health vouchers. Developed as a part of a move to digitalise health, this app was virtually unknown to most of the population until COVID-19, where it’s now used to store vaccination records.

Current UX wireframes

HEALTH NEWSFEED 👎

Information not relevant to everyone

INBOX / UPDATES

PROFILE PAGE 👎

Lack of personalisation or privacy settings

👎

Useless page or function

WHY PROTOTYPE EHEALTH? eHealth is a great starting point as a redesign and rebranding prototype because:

Current colours 👎

Excessive use of teal: very distracting

👎

Too much overlap in colour palette

👎

Greys are offputting

👎

Misalignment with colour use

1) It already exists; the data and tech are already there 2) Very few people know and understand the purpose of the app 3) Data concerns have been expressed regarding privacy and information use 4) Lots of people rely on private healthcare so this app is virtually useless for them

REDESIGNING eHEALTH 📲 Brainstorm for redesign with added features

Examples of holistic health goals

Additional integrations to eHealth These additional features amalgamate features previously brainstormed during the ideation stages of the Design Thinking sprint. Not an exhaustive list, but a number of suggestions that could be potentially integrated in the system: interactive learning content from influencers, easily digestible data visualisations and ‘proof’ or certifications of goal completions are some examples.

Multidisciplinary learning The idea of multidisciplinary health education is rooted from the problems of the current linear health model. Discourse surrounding mental and sexual health are still relatively unspoken about, especially at key stages (such as teens). This concept aims to encourage a better sense of awareness for everyone.

BRAND ESSENTIALS 🧿 Understanding my brand from concept to identity Brand name + tagline Having come up with three potential names and tag lines, I conducted a series of dot voting exercises amongst my FMP team and friends to identify the most popular one. Although name #1 (Superhuman) garnered the most votes in the end, name #2 (Holistic) also counted a similar number of votes. Personally, I preferred Superhuman because of its allusions to resilience (as a superpower) and the idea that anyone (‘humans’) can be strong, independent and healthy individuals.

Value pyramid Taken from a list of typical brand values, I ranked my primary, secondary and supporting values according to my brand and system. Of course, selfresilience, personal development and health would sit at the top.

Brand vision Using future thinking and the previous ‘moonshots’ of my project discussed during pitching, I organised a 5 year and beyond roadmap for how a holistic health service initiative can come to be within the next few years. Also taking into account of business viability, the example of leveraging public and private partnerships would be more suitable on a 5-year timeline since it’s already an ongoing effort that faces many policy barriers.

Golden Circle This value model relooks at the purpose, process and result of my initiative through a prioritised way. Understanding my value proposition from this roadmap helps to condense and structure my explanation of what my project is about, according to a ‘what’, ‘how’ and ‘why’ response.

Primary Secondary

BRAND PERSONALITY 👩🎤 Identifying behaviours, patterns and personifying my brand concept Brand matrix Looking back at previous competitor benchmarking, I indicated where I saw my brand belong along global versus local and low cost versus premium. The lower left corner is where I saw the current eHealth app at. I saw moving it to global as a shift to inclusivity.

Brand archetypes This exercise helped to synthesise where I saw my initiative belong in comparison to other globalised, well-known brands. I identified my project as primarily a ‘caregiver’, being a social innovation initiative. Moreover, it also falls within the ‘everyman’ category, in a relatable and approachable sense.

BY MALEELA HONG

BY LAURA AVEDISSIAN

Brand personalities

VISUAL IDENTITY 👁 Bringing the brand to life from the basics

Green = balance, spring, rebirth, spiritual > using holistic health to guide a new standard of health

Pink = delicate, playful, charming, sweet, innocent > cultivating a body that adopts wellness habits (unharmed health)

Colour scheme

Gradient = symbolising growth, change, transformation > taking charge of personal self-development and healthy changes

There were many, many colours to identify my brand with. Looking at colour psychology, gradient patterns and the subtlest differences in tone and hues, I experimented with colour palettes based on primary, secondary and supporting segments. Again, I conducted a dot-voting exercise that would later help decide on the final colour.

Typography Playing around with different fonts, I tried to avoid using serif typography because I personally thought it would clash with my brand’s playful and approachable vibe. I judged eHealth’s current logo based on their combination of sans serif and serif that I thought was conflicting. Ultimately, the chosen fonts were most dependent on my soon-to-bedesigned wireframes.

Tone of voice My tone of voice would mostly be established as serious, thought-provoking and encouraging. Likened to fitness and training apps, second-person tone and motivating dialogue would empower individuals to take charge of their own health through the eHealth app. I also looked at other brands like Apple, and how they positioned themselves as ‘confident’, which inspired some of my tag lines.

SUPERHUMAN. SUPERHUMAN superhuman Superhuman SuperHuman SUPERHuman

Believe you can and you’re halfway there. Building resilience, one day at a time. Resilience, one step at a time.

Experimenting with typography styles and names

BRAND IDENTITY 🏄 Finalisations and brand shaping

Moodboard By gathering inspirational content to form a visual mood board, I was able to brainstorm a few lo-fi logo ideas, although I wasn’t perfectly satisfied with any of these results. Another hard challenge was also thinking of a Chinese copy for each name.

Logo brainstorms Laura brainstormed a few sketches of a person-like figure that we all agreed we really liked. I particularly admired the human-like allusions to self development that came off like an extension of the idea stemmed from the name ‘SuperHuman’. At this stage, colours were yet to be finalised.

Hi-fi logos Using Figma, I further developed similar logos and experimented with different colours and gradients. By popular vote, I tested the desirability of these logos and eventually we decided on the ones circled.

THE BRAND SYSTEM 🔨 Final design guidelines Colour scheme

#654CF9

#000000

#F2F0FF

#FFFFFF

Typography 👉

Simple, bold and assertive: reflects on values of self resilience

👉

Inter font: often used in Apple and tech interfaces, easy to read and legible

👉

Baloo Chettan: fun and playful typography style that mirrors the refreshing vibe of app (less serious or daunting)

👉

Suitable and appropriate for all demographics

👉

Vibrant blue/purple: blue represents health, and this unconventional tone demonstrates a new view of health

👉

From original light blue: unique, refreshing change

👉

Purple: often used in context of innovation and transformation

👉

Black/white: UI simplicity

👉

(Logo) gradient: signalling change and growth

LOGO #1

> Looking back, I would also alter the gradient colours of the logos more to reflect only varying hues of the purple/blue

Logos 👉

Before, the logo was limiting, medical and serious: current iterations are now more playful and relaxed

👉

Inspirational: alluding to self development and growth (resilience)

👉

Re-learning how to care for our own bodies: without the help of care, anyone can rise up

👉

Growth: reaching for the stars, being ambitious about health

👉

Gradient: on all spectrums, inclusivity

LOGO #1 (WITH TEXT)

LOGO #2 (WITH TEXT)

REFLECTION

> Though I hadn’t reiterated it in my wireframes to come, I kept this in mind for future development’s sake

LOGO #2

> When pitching my final logos, I received some thought-provoking feedback regarding how logo #2 resembled someone 'falling over’

100

SITEMAP 🧭 Mapping out UX navigation and user flow

QR codes have been a popularised tool in Hong Kong used for contact tracing for COVID, accessing digital menus, etc.

Using gamification incentives, goal tracking would be motivated via financial or health-related gift rewards for circularity.

Taking most of my features planned in systems 2.0, the new eHealth app would amalgamate education, goal tracking and queue management all in one. Through purpose-led digitalisation, this design will utilise gamification and personalisation tools to craft a health and wellness experience.

Based on the brainstorm I did in my service definition canvas, I drew out a sitemap for how my redesigned eHealth wireframes plan to be laid out.

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P App wireframes were loosely composed from existing template assets (buttons, burger menu, arrows, etc.). I was aiming for a minimalist, sleek theme.

DESIGN PROCESS 🖌 Using Figma and learning the basics

SCREENSHOTS TAKEN FROM MY FIGMA WORKSPACE (2021)

Organising brand assets I organised my brand assets based on colour, typography and finalised logos. Having these components ready allowed me to design my wireframe templates with ease. Some great resources I found for learning how to use Figma include: 👉

Figma blog (Figma, 2021)

👉

Figma for Beginners (Youtube, 2020)

👉

Various Instagram educational resources

I chose Figma because it was a vector design tool I had some experience in before. With little experience in design, I sought a user-friendly tool with free templates readily available to use.

eHealth app redesigned and prototyped on Figma

> My tutorial with Wan Li offered some fresh suggestions for app usability and testing

102 REFLECTION

WIREFRAMES 📁

> Prototyping UX wireframes was a fun and insightful process, being someone with limited design skills

Onboarding process Similar to the original app, the onboarding process is simple and userfriendly. There are multiple login and registration options available to use, and the user would only need their HKID number to register for the first time. The login screen also includes a CTA link at the bottom to ‘find out more’ if a new user wishes to learn about the purpose of eHealth before signing up. This would direct them to the eHealth website where they can understand the features, reward programs and learning resources with more clarity. ONBOARDING, LOGIN SCREEN

Health dashboard The new health dashboard (as opposed to homepage, a dashboard summarises only the most important data) consists of a user’s current goals, upcoming appointments and RSVP’ed events. A name and picture is also displayed for a more personalised touch. Images and icons are used throughout the page to minimise use of text. The burger menu on the left displays the previous three features, with additional links to the latest news, events and videos available for multidisciplinary learning. MAIN DASHBOARD, MENU BAR

GOALS OVERVIEW, TRAINING GOAL ANALYTICS

103

Main features Much of the app’s UI were based on Apple’s Health app, where similar themes of minimalism and sleekness were inspired from. Being able to integrate with Apple Health also allows information to be shared more consistently, without the user having to input new data every time. Once the user switches to the educational page, the menu bar shifts to a filter category on the top, allowing the them to sift through different types of resources in a simple way.

FROM TOP LEFT TO BOTTOM RIGHT: NEWSFEED, EVENT PAGE, EDUCATIONAL VIDEOS, VIDEO POP-UP

APPOINTMENT SUMMARY, QUEUE LIVE UPDATES

MOCKUP: QUEUE UPDATE EXPERIENCE

MOCKUP: FITNESS GOAL TRACKING

104

105 Friendly dashboard

Source for wellness events

Data visualisation

Open channels and marketing localisation tactics

> GUERRILLA RESEARCH: going on LIHKG (local version of Reddit) to analyse public opinions > SURVEYS: analysing previously conducted surveys to look at cultural and consumer behaviour

RESEARCH TOOLS

MARKETING STRATEGY 📭

106

> DIGITAL SAFARI: Desk research and looking at secondary sources online

Content marketing Using various social media channels most popular in Hong Kong, news of eHealth’s redesign can be spread quite quickly. Similar to interactive learning, giving the opportunity for people to start a discourse around health is important, in order to receive feedback and a clear view of public opinion. Platforms like LIHKG (online forum website) and even on radio or TV talk shows can be a great tool for leveraging active discussions.

Audience activities By identifying some key Hong Kong cultural and behavioural factors, marketing can be done in a more strategised way. The lifestyle of my target audience can be summarised by favourite activities (enjoying nature on the weekend), work life balance (hustle culture) and socialisation tendencies (mostly within individual communities).

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ADVERTISING CHANNELS 📺 Campaigning for holistic health Ambient advertising

MOCKUP CREATED BASED ON PHOTO BY JCDECAUX TRANSPORT (2020)

With over 3.4 million riders on the local train system everyday, ambient advertising in popular stations can guarantee exposure to lots of people in public. Again using QR code technology, passing commuters can quickly scan to download. Making use of ambient advertising is an advertising strategy I used previously in another market localisation project, and metrics suggest that they can be particularly successful with new apps and services. Something key to emphasise would be how long a commuter looks at an advertisement (e.g. 3 seconds) versus how much information to display to digest.

Word of mouth marketing Another more subtle advertising strategy can be based via word of mouth from professionals. By getting exposure from strategic partnerships such as private practices, public programs (e.g. vaccination drive) or even influencers, people can be prompted to download eHealth based on a recommendation from someone else. Other word of mouth tools can be on paper, leaflets, flyers, etc.

MOCKUP CREATED BASED ON PHOTO BY AUSTIN DISTEL ON UNSPLASH (2020)

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STRATEGIC PARTNERSHIPS 🤝

Policymakers / government

Systems stakeholder map Provide adequate support in funding to public healthcare

Health system administrator

Invite and incite partnerships in healthrelated fields to maximise campaign

Deliver healthcare services in the most empathetic approach possible Participate in gamification programs in line with patient health records

Payer (e.g. employer, insurance)

Multidisciplinary physicians

Incentivise patient to meet goals via rewards Maximise health outcome for reward benefits

Patient

Provide support and care to patient

> Inspired from system feedback loops, I created my own version based on stakeholder relationships

REFLECTION

> Due to the complexity of healthcare, this system is by no means exhaustive of all the partnership structures being suggested

Recommend holistic health as a solution for self resiliency

Family & friends

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FUNDING STRATEGY MAP 💸 Sponsorship programs and government grants

HOW? WHY?

Hong Kong Technology & Innovation Fund Government funding grant to encourage digital solutions for innovation

👉

Up to $5 million HKD grant available

👉

Generous annual grant program

👉

Eligible category: digitalisation

👉

Submit as seed project: exploratory initiative

👉

Determine project length, outcome and proposal

👉

Try to obtain industry sponsorship via partnerships

HOW? WHY?

Hong Kong Social Innovation Fund

👉

Social innovation project (for the community)

👉

Eligible category: healthcare service

Government funding grant to encourage social entrepreneurship

👉

Submit as social entrepreneur, under health service scope

👉

Present prototype to judge panel

👉

Evidence feasibility of partnerships

HOW? WHY?

Startup/ crowdfunding

Look towards public and key investors for funding

👉

Independent initiative; no concern over intellectual property rights

👉

Establish core team

👉

Secure investors

👉

Pitch to BODW (Business of Design Week) Hong Kong

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SERVICE VIABILITY TESTING 📠 Storyboarding

STORYBOARD SKETCHES BY MALEELA HONG

Concept testing As a final testing step for my concept, I wanted to take into account of the entire system and not just the app to get feedback on usability and viability. By prototyping my service through experiences, Maleela and Laura offered great feedback for how they track their own goals from different perspectives.

CONCEPT EVALUATION BY LAURA AVEDISSIAN

111

User outcome strategy map

User cognitive walkthrough

I also asked for feedback via user cognitive walkthroughs to gain a more holistic understanding of the impact I’m aiming to achieve. A lot of these were based upon time constraints, mental limitations and cultural factors (e.g. having access to a gym in your country).

STORYBOARD SKETCHES BY MALEELA HONG

FUTURE DEVELOPMENT ☄

> Feasibility, budget and timeline are important considerations still missing at this point > The long term impact is also still quite far away: a lot of reiteration can be made before then so change readiness is key

REFLECTION

Project canvas to implement entire system

112

> Looking ahead at future development pieces my entire FMP together as a system

PROJECT CANVAS

Feasibility: why digitalisation?

Viability: multidisciplinary health

Modern lifestyle factors are undoubtedly a key pathway to health, and this initiative aims to address that from a digital perspective. Digital is accessible, costreducing and convenient. The problem does not lie within quality of healthcare, but rather the way in which it is delivered and its overly dependent use. Despite the severe issue in staff shortages and a disparity of resources amongst private and public — those problems belong within policy change which is out of my scope.

The participation of health should also be a cross-sector effort. Being multi-stakeholder friendly beyond primary care specialists can help leverage the most holistic approach to health possible. The current healthcare system is fragmented, with very little agency left for the patients in navigating their own lives. Involving different disciplines such as finance and mental health ensures a more distributed view of health, and enables the patient to gain control, even when they leave the healthcare environment.

113 2022 - Phase 1

What’s next? After eHealth, I aim to prototype the remaining system in order to fulfil a truly holistic health service initiative in Hong Kong. My project canvas is a plan for how the rest of the solutions can be implemented: empathycentred staff training and a social marketing campaign for holistic health awareness. In view of feasibility, the marketing campaign could be implemented quickly after launch of app, whilst a re-training structure for medical staff would require much more time.

Launch of eHealth app

2023 - Phase 2 Holistic health social marketing campaign

Rainbow model staff empathy training

Eventually, the long-term impact of my solution will see a holistically healthy and self resilient community of individuals.

> Dramatic decline in healthcare seeking behaviours (primary care) > Community response: increased dialogue in holistic health practices > User database on eHealth and activities tracked

Design of behavioural change

📌

Convince public to start ‘rethinking’ what it means to be healthy

📌

Emphasise value of self resilience

📌

Design of patientcentred improvements in healthcare service delivery

📌

Sit empathy at the heart of practice

📌

Complete and execute framework

2026 - Phase 3

Long term impact

The success of this may be measured by a number of factors, such as:

📌

??? Holistically healthy and resilient community

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END OF SPRINT FEEDBACK 🌙

Although I had always told myself that I didn’t want to design an app, I’m also emphasising that eHealth isn’t the entire solution. I lacked the time to prototype other remedies within my proposed system, but because this project sits so close to heart for me, I’m deciding to take a pause and come back to the rest of the prototypes later.

PERSONAL REFLECTION

Having completed the last sprint, it feels slightly unreal. By far, the branding sprint was the shortest and most concise of them all, and truthfully probably the one I've achieved the least in. Figuring out a ‘brand’ behind something so conceptual up to this point was a challenge in itself. I forced myself to pivot from original ideas in order to have a roadmap to something that could be very clearly branded.

In hindsight, I feel that there was a lot of design thinking exhausted at every stage of my process: as both a mindset and a practice. There was plenty of converging and diverging — reiterations, pivoting, sometimes changing directions completely (at earlier stages). This was perhaps the most difficult thing to reckon with, and costed a lot of resilience in itself. I’m quite happy with the ‘final’ outcome of my major project, and am glad that I was able to locate a direction that brought me closer to my culture and design management.

WHAT I DID WELL >

NEXT STEPS >

✓ Clear and well-designed prototypes presented to panel

❏ Continue looking towards future development

✓ Storytelling with user case scenarios: demonstrated benefits of solution

❏ Possibly take this project further and watch it come to life? OR

✓ Value proposition: self resilience is a powerful outcome

❏ Take a well-deserved break

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“As doctors, we are strong in logical thinking, which is somewhat sequential and linear. We are trained to be resultoriented. But design thinking and design doing can teach us to empathise and understand the breadth and multiple layers behind each issue. We came to understand that being too logical may not always yield the best solutions…introducing design thinking to frontline medical professionals is the beginning of real organisational change.” (2021)

— DR. FUNG HONG, JP, PROFESSOR OF PRACTICE IN HEALTH SERVICES MANAGEMENT & CEO OF CHINESE UNIVERSITY OF HONG KONG (CUHK) MEDICAL CENTRE

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Systems design for holistic healthcare in Hong Kong

Articles inside

End of sprint feedback

Future development

Service viability testing

Marketing strategy

Advertising channels

Wireframes

Design process

Visual identity

eHealth app

Service definition canvas

Value proposition

Service initiative prototype

End of sprint feedback

Education

Extreme user testing

Goal tracking

New queue experience

Competitor benchmarking

Cultural benchmarking

Innovation model

End of sprint feedback

Concept modelling

User cognitive walkthrough

Journey map

Hong Kong healthcare

Empathy maps

Storytelling interviews

Empathy interviews

Patient-centred design

Research plan

Cultural canvas

Empathy tools

How it all began

Knowledge scoping

Themes clustering

Exploring gamification

End of sprint feedback