10.4.90

10.4.90

Medical waste into giving: Invest your 10% to other 90% 1304552 Kyung il Chung MSc Integrated Product Design

Together, we can change the world.

- Dr. Jane Goodall

Preface

ÂŁ3,000,000,000 Annual medicine waste in UK

10,000,000 death Due to lack of basic medicine

The problem is that there is no link

But what if we could turn this X,

And make it a plus.

To link the medicine waste to giving.

And light the star.

Discovery & Definition

The flow

Development & Delivery

Methodology This project is done in a double diamond model of design process introduced by the design council(2013). The first diamond, discover and define, was first done as a group research on the general context about innovation in giving. Focusing on the project brief, medicine waste into giving, further research on the specific issue was conducted by survey, literature review and benchmarks. The further research was aimed to revise the insights from the general research, innovation in giving, and set the design principles. Since it is a service design project, the development of the design started from defining the charity model and pointing out the touch points from the service blueprint(Harvard Business Review, 1983).

The touch points were designed and UX prototypes, since the dominant design is the UX of the system, were made to evaluate the design.

Discovery & Definition Insights Further research Revised insights Design principles

Development & Delivery Initial concepts Concept evaluation Charity model Service blueprint Design Digital prototypes

Discovery &Definition

The initial research was done as a group research on a general topic of innovation in giving.

The research was mainly focused on the behaviour and mind set of the people which was defined as the givitude. The aim was to evaluate the givitude and to get a strategical insights to maximise the givitude.

As a result the insights were introduced in the report. And of the insights, initial insights of this project was selected.

Insights: Innovation in Giving

Real Experience & Direct Action Preference People are willing to take the action by themselves rather than entrusting their donations to the agency as the traditional giving. Active participation in the giving affects every other insights by providing the tangible experience.

Making us of waste Linking the waste to the giving is an opportunity in both waste reduction and giving. In the context of givitude, providing such opportunity can motivate the people that changes the mind set.

Build a relationship Building a relationship is essential for the system to persist as it leads to the constant giving. But it is also an important motivation for the people in giving.

Traceability Clarity and the traceability of the process is the most important factor for the giving as people are being sceptic about the traditional giving. And the fact that they are used to direct exchange system enabled by web based services made the need for it higher than any other factors.

Medicine waste into Giving

Vast amount of medicine waste is generated due to the unused prescription medicines

Of medicine waste

Medicine wastes of UK A report by the Department of Health estimates that unused medicines cost the NHS around £300 million every year, with an estimated £110 million worth of medicines returned to pharmacies, £90 million worth of unused prescriptions being stored in homes and £50 million worth of medicines disposed of by Care Homes.(Chittenden, 2013) Waste generation Sometimes patients receive medicines they don’t actually use, or use only occasionally. This means that they can lose out on the intended health benefits of their prescription. The reasons why patients don’t take all their medication can vary and audits have shown that around half of all the medication returned had not even been opened. This means that patients are ordering and receiving medication that they don’t even start to use.

(NHS, 2013) Waste regulations UK government included the regulations about the medical waste under the Hazardous Waste Regulations(2005). Of the medicine donation WHO introduced a guidelines about the medicine donation firsthand and secondhand.(2010) According to the guideline, medicine donation is under multiple laws of the stakeholders.

Serious issues on the environment and human health is caused by the poor treatment of medicine wastes

Poorly managed waste treatment Poor management of health care waste potentially exposes health care workers, waste handlers, patients and the community at large to infection, toxic effects and injuries, and risks polluting the environment. It is essential that all medical waste materials are segregated at the point of generation, appropriately treated and disposed of safely.(WHO, 2014) Waste generation While regulations are in place, the risk of medical wastes from individuals is unchecked. An Associated Press investigation found that prescription drugs had been found in the drinking water of over 41 million Americans.

Over-the-counter medications like acetaminophen and ibuprofen have also been found. These findings raise grave concerns. Long term effects on the environment, plant and animal populations is not known. Concern exists for possible drug interactions in humans. The threat is expected to rise due to the increased use of prescription drugs. From 2000 to 2005, pharmaceutical sales rose 11 percent. As Americans age, the use of prescription drugs will continue to rise. Not all drugs are fully absorbed by the human body. Some amounts pass and end up in waste water treatment centers. Not all facilities are capable of drug filtering.(Rogers, 2013)

A survey about medicine consuming The survey was done for a week between 14~21.2014 with 71 participants under a title ‘A survey about medicine consuming’.

The aim was to gather the insights about the waste generation in the behaviour in medicine consuming and the mind set about medicine waste into giving of young generation in early twenties to mid thirties.

Survey

77% answered They do not finish the medicine they purchase

65% answered The waste is trashed with general wastes of flushed in the toilet

Behaviour about the medicine waste 77% of participants answered they do not finish the medicine they purchase. Which means the medicine wastes are generated by dominant portion of people. Moreover, 65% of the medicine wastes are treated as the general wastes or flushed in the toilet which damages the environment especially destroys the ecosystem severely. Shows that the participants do not handle the medicine waste properly.

73% answered The waste is generated due to lack of care

Of 73%, 49% was from forgetting the purpose of the medicine

What causes medicine wastes Leftover medicines are most likely to happen from being forgotten by the lack of care after initial use, 73% of participants answered the leftover medicines are from expiry , contamination or forgotten the purpose. This means the medicine waste can be prevented by changing the behaviour on the medicine but it is still questionable if it is the most effective way to reduce the waste rather than preventing it.

73% of people would spare their medicines to whom in need when they purchase it

63% of people would spare the secondhand medicine to whom in need

Mind set on medicine waste into giving 73% and 63% of people answered that they would give their firsthand and secondhand medicine to the ones in need. This is an encouraging factor and considering the results of behaviour on the medicine waste, there is a big needs for the innovation of the medicine waste into giving. And of the giving, firsthand medicines are more preferred by 10% which is also more effective in economic context.

Design Challenge Behavioural Challenge

Traceability

Waste Reduction

Divergence

Revised insights: Principles

Design principles The design principles are the revised insights combining the insights from researches from general to specific insights. These principles are used as a scale in evaluation through out the whole project, such as benchmarks and concept evaluation.

Design challenge Needs and use of design in the innovation.

Waste reduction The effectiveness and ease in waste reduction.

Behavioural challenge The needs of the behavioural change of the people for the successful innovation.

Traceability The effectiveness and innovation in providing the traceability.

Divergence potential The potential for the innovation to be applied to items other than medicines.

Benchmark 1: 2nd hand medicine

Design Challenge Behavioural Challenge

Traceability

Waste Reduction

Divergence

Behavioural challenge The behavioural challenge of the systems are extreme. The international regulations by WHO is very demanding to meet and especially for the conditions of medicines, the donors must take extra care. The system has many obstacles but to motivate people into such level especially is.

Waste reduction Waste reduction of the system is not great due to the regulations and behavioural challenge. But the fact that these systems are likely to be the only services in the coverage area makes them worth developing further.

Traceability These services are running blog and news letter to give feedback to the donors. They are not bad in giving feedback but the traditional methods does not meet the needs in the traceability.

Benchmark 2: Charitable collection

Design Challenge Behavioural Challenge

Traceability

Waste Reduction

Divergence

Behavioural Challenge The services encourages the customers to make donation selectively by their choice which gives offers them a sense of high involvement. But it has a behavioural challenge of motivate people to actively search for the donation options.

Divergence The system has a very high potential in divergence of the donation. It can combine with any item of peoples needs and interests. But it can also be their challenge to figure out what the needs and interests are.

Traceability Even though the traceability in a sense of feedback is given to the customers, the traceability of these systems have additional virtue. Because the customers make their own specific choice where to give, traceability is provided before the donation is made which is very different from the traditional feedback where they are to give a feedback after the donation was delivered.

Development &Delivery

Invest your 10% for 90% The concept is a stock market system for the medicine aid. The concept is aimed to prevent the waste and give the people an option to invest 10% of their medicine to the people in need. The investments can be selectively put from the number of charitable options, advertised by the sponsors and also be reinvested through the application.

Initial concept 1: 10 for 90

Storyboard

The user chooses the The user takes the 10% The user puts the box on package for 10 for 90. box off the package. the interactive screen.

The user watches the The screen shows the The receipt is printed on campaign made by the investment status as the box for reinvestment sponsor. stock markets do. and collection.

Service blueprint & Touch points Package design Physical platform Contents platform Web platform

Design draft

place your box >>

philippines TSUNAMI REFUGEES URGENT MEDICAL AID IN NEED

sponsored by lloyds

psb

37,980 P/H50,000 5 0,,0 0 00 00 0 0 ILIPPINEES S

Evaluation Design Challenge Behavioural Challenge

Traceability

Waste Reduction

Divergence

Behavioural challenge The behavioural challenge is not great yet the change and affection on behaviour and mind set of people can be great as the donors are actively participating in the system.

Waste reduction Waste reduction of 10 for 90 is effective in a way that it is a firsthand medicine. But the fact that it is not tackling the actual waste generation is a limit to the system.

Traceability 10 for 90 has a huge potential in the traceability yet it still has a limit to stick to the traditional method of feedback. Although, like the charitable collection from the benchmarks, the effectiveness of traceability by active participating.

Divergence The system has a very high potential in divergence, it can cope with many items not only in medical charity but most of the issues.

Be a medical sponsor Medilink is a concept of as SNS between the patients with similar disease. Having a companion in fighting a disease is the main idea and benefit of the concept.

And to share the medicine in need is another benefit which is to reduce the medicine waste. The main aim is to form a bond between the patients in a long term partnership.

Initial concept 2: Medilink

Scenarios

Scenario 1 Shares vital medicines

Scenario 2 Gives a financial backup

The donor shares specific medicine with the beneficiary. As the patients have similar disease, they can share the medicines.

The donor gives financial aid for the medical treatment. Combined with so called remote doctor technologies, it can also be sharing the doctor for the treatment in some case.

Service blueprint & Touch points Contents platform Web platform Media platform

Design draft

medilink

SCHEDULED: VIDEO CHAT 3 MAR 2014

31 dec 2013

2014

17 may 2013

2013

29 oct 2013

8 july 2013

jack and clair’s timeline ----------------------------------------------------------------------------------------------------from jack to clair since 2011

Evaluation Design Challenge Behavioural Challenge

Traceability

Waste Reduction

Divergence

Behavioural challenge The donor and beneficiary could form a strong bond to each other and strengthen the effectiveness. It is the main benefit and also a big risk when it fails. It is a great challenge how to encourage the participants. And it must be evaluated in psychological health context.

Waste reduction Waste reduction is low with this concept as it only tackles the waste indirectly.

Traceability Traceability of the concept is very high as the participants are directly exchanging the feedback. It is the strongest virtue.

Divergence For an SNS platform for the charity, it has a high potential. It can be applied in many other situations easily, especially where the medical risk is not high.

Benchmark 1: Secondhand medicine Design Challenge Behavioural Challenge

Benchmark 2: Charitable collaboration Traceability

10 for 90 Waste Reduction

Medilink Divergence

Concept review

Design challenge 10 for 90 has more value in design challenge as it needs multiple platforms in UX and physical.

Behavioural challenge Medilink is very challenging in the behavioural change. High output is expected but risky as well.

Divergence potential Divergence potential is both high but 10 for 90 being the trendy form among the people, has more momentum.

Waste reduction 10 for 90 has much more value in waste reduction. It prevents the medical waste and attracts people with game factor which is expected to have a long term impact.

Traceability Traceability of Medilink is very high as it is a SNS of direct connection between the donor and the beneficiary.

10 for 90 10 for 90 has higher hand in the comparison and was chosen for the project. Of many reasons, the risk of Medilink that it can actually affect on patients mental and it can be a bad affection as it can be good was the main reason for the choice.

Invest your 10% and make it worth a thousand collaborative charity

10.4.90

The mechanism: Stock exchange system

The charity model The charity model is explained firsthand in the design.

The charity model is a charity version of business model explaining how the donations are collected and flows through the ecosystem of stakeholders and finally reach the beneficiary.

For this project, the charity model is introduced in a form of stakeholders diagram to show the interrelations between the stakeholders, how they benefit each other and how the donation flows in their connections.

DONORS

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SPONSORS

AGENT

BENEFICIARY

pot

Donation = Investments + Big pot

The stakeholders The stakeholders of 10.4.90 is the donors, the sponsors, the agency, the beneficiary and of the media that connects these stake holders is the advertisements.

The driving motivation The two donor group of the donors and sponsors has different motivation factors. For the sponsors, the motivation is the positive effect of advertisement shown to the donors. And for the donors, it is a big pot of money from the sponsors that is delivered to the beneficiary when the donations reach the goal.

The game The concept of 10.4.90 is a stock exchange system for the donation.

The donors select where to put their donation and they can reinvest their donations and change where the donation is made. Combined with the big pot of money, the stock exchange system is expected to be the factor that makes the system dynamic.

Campaign advertisement made by the sponsor and the agent to help the donors to make decision.

DONORS

ADVERTISEMENT

SPONSORS

AGENT

BENEFICIARY

Marketing benefits The sponsors get marketing benefits from exposing the advertisement to the donors.

DONORS

10% investment the donors selectively investment in the campaign.

ADVERTISEMENT

SPONSORS

AGENT

BENEFICIARY

DONORS

ADVERTISEMENT

SPONSORS

AGENT

BENEFICIARY

The big pot a huge prize money from the sponsor that is given to the beneficiary when the goal of the investment is met.

DONORS

ADVERTISEMENT

SPONSORS

AGENT

BENEFICIARY

Donation = Investments + Big pot The sum of donations is given to the beneficiary.

Touch point: Service blueprint

The [service] blueprint is an operational tool that describes the nature and the characteristics of the service interaction in enough detail to verify, implement and maintain it.

- Service Design Tools

Touch points The service blueprint was first introduced by Lynn Shostack(1982) as a technique for service innovation. In 10.4.90, the service blueprint is used to define the touch points of the system, which is where the design should take place in.

Preparing

In store experience

Customer

Chose 10.4.90

Select where to invest

Collect the receipt

On stage

Provide the packaging

Show the advert

Issue the receipt

Make the advert

Back stage

Support

Sponsor support

Advertisement The advertisement for each campaign that is in the competition. It is made by collaboration between the sponsor and agent.

Ready the installation Save the investment status

Installation The installation in the pharmacy is a physical platform for the advertisement and investment. It is the most important customers engagement point.

Application Customer

Access the account on the app

On stage

Show investment history

Feedback Make reinvestment

Show the advert

Deliver the feedback

Make feedback media

Back stage

Support

Feedback updated account status

Database management

Save the investment status

UX for installation The UX for the installation should be simple and easy to use and most importantly eye catching.

Collect feedback

UX for mobile application The mobile application UX must also be simple and streight forward. As the reinvestment is in the center of game factor.

concept sketches From box to dual screen

Physical platform: Installation

Two screens The installation has two screens in vertical and horizontal. The horizontal screen is the touchscreen that interacts and goes through the UX. And the vertical screen is for the advertisement purpose. It shows the informations such as advertisement videos and statistic data on it so it can get an attention of others around.

Scanner Barcode scanner is embedded in the lower part of the horizontal screen so that the users can scan their medicine package. It activates the machine and gives them an access to the system.

Usability The design of the installation is made to fit adult height but also for the kids as well. The installation has a lower bar for the kids to step on and use the installation.

Safty factor The frame of the installation is made out of steel to sustain the weight of 100kg man leaning on it so that the structure is stable in most of the situations. It is optimised through FEA in the use of materials.

Flat design is defined by flatness of style: Simplifying an interface by removing extra elements such as shadows, bevels, textures and gradients that create a 3D look.

- Antonio Pratas

UX trend: Flat UX

Flat UX Traditional UX design is a response to the problems of skeumorphism which has been the traditional theme of the UI/UX design for a long time such as waste of space, cognitive dissonance, uncanny feeling.(Clum, 2013) Flat UX has become the new trend fast after the big service providers, such as MS, Google and Apple, set their theme for there UX. The reason behind their choice is their intention is not simply to make their system beautiful but it was to make the system intuitive and easy.

Usability and simplicity It takes a subtle hand to implement flatness without sacrificing usability, as square, plain elements blend into the background—a note of caution when considering implementing flat design on essential interface elements such as buttons and controls.(Cawthon, 2013)

Case Study 1: Google Now

Simplified informations Google Now is a user assistance service that gives users the information that the user needs automatically. It is based on a card system, the informations are put into the consistant format and pinned in the users board automatically. It is a good example of flat UX with simplified layout of minimised the elements of the informations into typography, icons and pictures which enabled somewhat random informations to have consistency.

Case Study 2: Microsoft Metro UX

Windows 8 Microsoft was the first of the software giants that adopted the flat UX concept in their products. They applied flat UX in Windows 8 and the beauty of it is in the compatibility across the platforms and adaptation of existing applications(softwares). They used simplified and familiar interface with shapes, icons and the gestures, such as flicking and sliding, into the new UX to enhance the usability.

Logo concepts From a star to a target

Service driver: Logo

Design: Target It started from the star, from the brief, and became the target. As the aim of the service is for the users to choose the target and meet the goal to win.

Function: UX service driver It will be used as a service driver in UX, so that the user only have to follow the logo on the screen to follow through the procedure. And the logo can change the colours related to the colour theme of other contents such as the advertisements or the sponsors colour..

Action based UX of installation is aimed for the investment to be easy and instant. It can work under the account but it is focused on working without the account for more participation. The barcode of the medicine package or an ID code from the mobile application gives the user an access to the installation. Which gives the user a real donation feel to the action.

UX design: Installation

The user only needs to touch and follow the logo The service driver icon

Starting with the package The user scans the package to start the process. Scaning the package activates the touch screen.

Starting with ID code The user can also chose to scan their code from the application. Which works as an ID. It grants an access to their reinvestments.

Barcode in the mobile application ID code

Map of the campaigns First page of the process is to choose the campaign to view. The campaigns are pointed with logos in differant campaign colours on the world map.

The user touches the logo located at their interest.

Philippines, Touch where to look at

MY FAMILY, NEIGHBOURS LOST THEIR HOMES AND MANY THEIR LIVES. THOSE WHO HAVE SURVIVED NEED FOOD , WATER AND MEDICINE.

Advertisement (Vertical screen) After choosing the campaign, the advertisement is shown on screen. It gives the informations about the issue. The advertisement media is shown on the vertical screen so that other people can watch it as well.

Advertisement (Horizontal screen) Horizontal screen shows the campaign poser page while the advertisement is showing. The logo is used again to move to next step.

Statistics and investment Final page is the statistics page, it shows the history of the investment status and currant status of the investment. And the logo works as a confirm button to finish the investment.

Receipt code As the result of the investment the investment code is given for the reinvestment. The investment data can be added into your account when you put in the code or scan the code with the mobile application.

Account based In contrast to installation, UX of mobile application is based on the account because the main aim of the application is the reinvestment. The application is also used as an account card for the installation because the ID bar code is used in the installation to recognise the ID.

UX design: Mobile application

The user only needs to drag the logo The service driver icon

Account page The account page shows the ID code for the installation activation.

With a profile picture and investment history. The investment history is scrollable to the bottom.

Barcode Scanner In the bottom of the account page, there is a button for barcode scanner to scan the investment code from the installation.

Reinvestment informations First page for the reinvestment is an information page for the campaigns.

Service driver icon Going to next page is done by dragging the logo down Like the installation UX, the logo works as a service driver so that the users should only have to keep dragging the logo to do the reinvestment task.

Advertisement page The campaigns can be scrolled around and viewed per page.

Horizontal page flipping The campaign advertisement pages are navigated by flipping horizontally.

Advertisement page continued The advertisement can be viewed by scrolling down the page. Same contents from the installation.

Reinvestment The amount of reinvestment is done by scrolling on the number. And the reinvestment is confirmed by dragging down the logo.

Caring for our communities, our customers, patients and colleagues is, quite simply, at the heart of who we are and what we do – making a sustainable difference every day.

- Simon Roberts, Managing director of Boots

Business plan: Collaboration

Collaboration with Boots can be a win-win strategy Boots alliance Boots have their own network to keep up with their social responsibility called ‘Boots Alliance’. Notable case among number of their collaboration works is a collaboration with McMillan. The collaboration work was done in multiple directions mostly using their infrastructure and ability to gather the supporters through their wide customer pool. Which is expected to maximise the synergy for 10.4.90 collaboration.

Customer pool Boots have vast customer pool. But not the simple customers of pharmacy, they have their customers who are familiar and interested with the social benefits programs. In 2012, 1,500 people joined their run for the cancer patients, Miles for McMillan program. Of total they raised more than ÂŁ6.5 million since the partnership with McMillan began.

Infrastructure Boots have a huge infrastructure of the pharmacies. Using the boots infrastructure can be the greatest virtue in getting the sponsors to have their interest in participation. Also, the customer account and card is already widely used in Boots which can replace the IC code in the application and simplify the system. The logo and installation could be redesigned specially to fit the boots brand.

The crowd has the power to save others Together we are the league heroes

Conclusion

Service design tools Couple of service design tools, stakeholders diagram and service blueprint, were used in 10.4.90. The stakeholders diagram was used to explain the cash flow of the system by showing the interrelations between the stakeholders. The service blueprint was used to define the process of the system and point out the touch points.

Leave some designs open for other business partners In the initial concept, the most important touch point was the packaging.

But I realised that this project was from the perspective of the agency, from the stakehodlers and not everything was the job for the agency. Good example was the packaging. for 10.4.90, the pharmaceutical companies must take part in and create a physical option for the product with only 90%. The packaging was replaced with the barcode scanning.

Trendy UX design Flat UX is simple and intuitive which suits the 10.4.90 project. But it is also a trend now as the leading software companies, Such as Google, Apple and Microsoft, chose it as their concept. And being a trendy UX, there must be some portion of hype to it. UX design is very dynamic and trendy and to keep up with the anticipation of users, the UX of the system must be dynamically changing along with the change of trend.

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Carrie, C. (2013), The ultimate guide to flat design, available

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Thank you