Diagonal - Designing Servicescapes for Optimal Healthcare Experiences

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Designing Servicescapes for
Optimal Healthcare Experiences

JUHA KRONQVIST
27.11.2013

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Copyright Diagonal Mental Structure Oy. All rights reserved.

Contents
1) On designing services for healthcare
2) Presenting the laboratory case
3) The results of the design
4) On taking the long view

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Research + Design


Diagonal in short
Diagonal is a Helsinki based service design agency focusing on
innovative service and customer experiences. Our process
combines research skills with creative competence.

We design and execute

Focus on health and wellbeing

• Services
• Customer Experiences
• Servicescapes

4


Service Design Achievement
of the Year Competition
“The main judging criteria will be how much the project advances
the practice of service design in Finland; pushing the service design
envelope is a key criteria.
The novel application of service design can be related to methods
and processes, new business and co-operation models for service
design agencies and their customers, new areas of application, etc.”

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Service Design Achievement
of the Year Competition

OUR ENTRY:
1. Highlights the design constraints in the healthcare context
2. Presents a method for involving people in the servicescape design process
3. Gives a concrete example on how to start building a strategic partnership

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On service design
We are meaning-creating beings.

7


On service design
Service design is about understanding and
managing meaningful constellations of materials
and people.

8


On service design
They all need to be aligned in order for them to
make sense to people and to create positive
experiences.

prescription

waiting area
letter

nurse

doctor

website
staff

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Designing for customer experience

SERVICESCAPE

SERVICE
STRATEGY

CUSTOMER
EXPERIENCE

PEOPLE

10

COMMUNICATION

ARTIFACTS


What is a servicescape?

"The immediate physical and social environment surrounding a service
experience, transaction or event… It plays a critical role in shaping
customer expectations, differentiating service ﬁrms, facilitating
customer and employee goals, and inﬂuencing the nature of customer
experiences."
– Bitner 1999

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A servicescape for ideal
healthcare experiences?

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We are all health seekers

HEALTHY

amount of agency

PATIENT

time
13


Components of healthcare design

PERFORMANCE
How well it does the job or is
ﬁt for purpose.

PROCESS

EXPERIENCE

How safe, well engineered
and reliable it is.

How the whole interaction
with the product or
service "feels" or is
experienced.
Based on Bate & Robert 2006

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15


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The design process
CUSTOMER UNDERSTANDING
ASIAKASYMMÄRRYS

TOTEUTUS
IMPLEMENTATION
DESIGN
DESIGN
STRATEGIA
STRATEGY

OPPORTUNITIES
MAHDOLLISUUDET

>>>

YRITYKSEN
COMBINING
LIIKETOIMINTAA
ORGANIZATIONAL
AND CUSTOMER
TUKEVAT RATKAISUT
VALUE
JA MALLIT

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lead

The design process

SERVICE DESIGN

t
men
lve

uous
n
onti

invo
er
tom
cus

c

INTERIOR ARCHITECTURE

time

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The design process

CUSTOMER JOURNEY

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ETHNOGRAPHIC
OBSERVATION

CARDBOARD
PROTOTYPING

IMPLEMENTATION

SCALING UP


Crafting a customer journey
ORIENTATION

TURN NUMBER

WAITING

INVITATION

03

SAMPLING

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EKG & OTHERS

EXIT


Observations and interviews

ENVIRONMENTS

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ARTEFACTS

INTERACTIONS


Physical prototyping
EMPATHIC WALKTHROUGHS
BODYSTORMING IDEAS
PROTOTYPING EXPERIENCES
CONFIGURING SERVICESCAPES

http://vimeo.com/juhak/cardboardhospital
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Prototyping at a cardboard laboratory

ENVIRONMENTS
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ARTEFACTS

INTERACTIONS


Results

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Design Drivers
FUNCTIONALITY
The solutions are
based on an
understanding of
laboratory workers
and what makes their
work as fluent as
possible. The spatial
layout guides staff and
visitors through it.

CLARITY
Each step has been
assigned a simple and
understandable role. The
visitor understands what
they are supposed to do
and how to prepare for
the next one.

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AMBIENCE
The space is a pleasant
environment that calms
the visitors down.
During the sample
taking visitors can avoid
seeing laboratory
equipment and watch
from the window or at
a picture. Art from
schools etc. can be
placed at a gallery wall.


Detailed customer journey

03
ORIENTATION
Patient enters
the health centre
and seeks the
laboratory.

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TURN NUMBER
Identifying the
correct service and
taking a turn
number.

WAITING

INVITATION

Waiting for their
turn and calming
down.
Understanding
what is expected
next.

Patient is sees their
number or is called
in. Seeks the
correct door.


Touchpoints

03

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Examples

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Examples

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Examples

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Pilot implementation

EXPERIENCE

“We’re happy about the well
functioning ﬁrst version of the new
laboratory, in which the customers
point-of-view has been thoroughly
integrated.
…
According to the laboratory nurses
service is being constantly improved
with the help of the new concept and
a consistently working environment.”
Alueperiskooppi 23.10.2013

PROCESS

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FUNCTION


Patients say
In comparison to the old one these are much
calmer and more private with clean nice walls
around.
It's a nice feeling. Small, but I
wouldn't need any bigger.
The are much more comfortable and
you don't get as anxious.
Nice that it's private.

Best was the woman who took the
sample like a pro.

32


Staﬀ say
These are positively different. Very calm.

You have space for your tools. At times I
need to get something from the storage.
That's good on the other hand that you have
to move a bit at times.

It's efﬁcient, fresh and clean. Positive, you
have all you need and you can be private.

The rooms are a bit small, but they work well.
They look nice and bring a warm feeling.

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Scaling up

S

M

L

S - SMALL

L - LARGE

implementing the concept
for existing services with a
need for updating the
servicescape.

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M - MEDIUM
implementing the concept
for services that are
larger or need signiﬁcant
update in their
servicescapes.

implementing and
updating the concept for
services that take place in
new sites or that need a
signiﬁcant change in the
operations model.


SERVICESCAPE

SERVICE
STRATEGY

CUSTOMER
EXPERIENCE

PEOPLE

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COMMUNICATION

ARTIFACTS


Next steps
We see service design as organizational transformation that is enabled
through involving the client through several design processes.
Patients are an underutilized resource in healthcare.
What are they expecting from laboratory services?
How do they want to be involved in the management of their health?

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Key Takeaways

1. HEALTHCARE PROVIDES SPECIFIC DESIGN CONSTRAINTS THAT
HAVE TO BE TAKEN IN ACCOUNT IN THE DESIGN PROCESS
2. THROUGH PHYSICAL PROTOTYPING YOU CAN CREATE EMPATHIC
UNDERSTANDING AND PROTOTYPE NEW SERVICE EXPERIENCES
3. BY TAKING A LONG VIEW IN SERVICE DESIGN YOU ADDRESS
DIFFERENT ASPECTS OF THE CUSTOMER EXPERIENCE

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Thank you!
JUHA KRONQVIST
juha@diagonal.ﬁ

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Diagonal - Designing Servicescapes for Optimal Healthcare Experiences

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