This nationwide hospital wanted to create a patient-centric interactive experience to aid in the cancer treatment decision process. Peyton Lindley from EffectiveUI and Matt Eaves discuss the way they applied a patient-centric design approach to better engage prospective patients, articulate key differentiators and bring the hospital experience to life.

1. Cancer Treatment Centers of America:
Patient Empowered Care
Matt Eaves, Director, Engagement, CTCA
Peyton Lindley, Executive Director, Experience Design, EffectiveUI
#effectiveui
@effectiveui
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2. CTCA Mission:
CTCA is the home of integrative and compassionate cancer care. We never stop searching for and
providing powerful and innovative therapies to heal the whole person, improve quality of life,
and restore hope.
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3. “ We’ve heard patients say on many occasions: ‘I knew CTCA was the place
for me the moment I walked into the lobby.’ Let’s not make them wait to
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walk into the lobby.
“ —PATIENT EXPERIENCE PROJECT BRIEF

4. Wednesday, June 27, 12

5. but how do you communicate this kind of thing?
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6. the best-in-class cancer treatment professionals
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7. ...who also happen to be ‘people’ people
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8. and who work in tightly-collaborative, integrated teams you would expect
from agile development, not from a hospital
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9. this is what we needed to bring to life.
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10. so how?
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11. the landscape (as we see it)
BRAND EXPERIENCE
CUSTOMER
MARKETING
EXPERIENCE
USER
EXPERIENCE
(digital)
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12. human-centered design methods & marketing?
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13. answers the questions: ‘who’, ‘how many’, ‘what’
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14. answers the questions: ‘how’, ‘why’, ‘whether’
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15. The approach
How we worked together was as important as what we
created together.
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16. Wednesday, June 27, 12

17. the black-box approach Mysterious and wonderful
things happen here!
ANALYSIS & FINDINGS
CUSTOMER SYNTHESIS &
INSIGHT OUTPUTS
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18. the black-box approach Mysterious and wonderful
things happen here!
ANALYSIS & FINDINGS
CUSTOMER SYNTHESIS &
INSIGHT OUTPUTS
vs. the co-created approach
FINDINGS
CUSTOMER &
INSIGHT OUTPUTS
WAR-ROOM WORKSHOP
TRANSPARENCY WITH CLIENT
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19. Experience Planning:
Understanding the problem space
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20. center on the problem
seeking answers decision on CTCA
gap due to lack of
trust & knowledge
n
io g
is in
ec k
d a
m
n
a tio
b er
e li
d
s& s
ct ice
fa o
ch
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21. our first workshop
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22. “a day in the life”
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23. co-creation: lowering the barriers to participate
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24. co-creation
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25. lo-fi illustrations
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26. the design workshop: “telling the story”
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27. filming with HCD techninques
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28. The results.
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29. Wednesday, June 27, 12

30. Wednesday, June 27, 12

31. So what have we learned?
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32. getting the right people to the table
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33. So what’s next?
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34. Thank you.
Questions?
#effectiveui
@effectiveui
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