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Consumers at the Center,[object Object],Designing for a Health Revolution,[object Object]
health insurance is …,[object Object],“Big business” ,[object Object],“Fat cats looking down on the people” ,[object Object],“Corporate guys… where’s the money?”,[object Object],“People at the top with big salaries”,[object Object],“People who crunch numbers”,[object Object]
consumer’s view of health,[object Object]
Consumers at the Center: Designing for a health revolution
innovation at humana,[object Object],Research and Development (skunkworks),[object Object],Marginal Improvement,[object Object],Product “tweaking”,[object Object],isn’t,[object Object],[object Object]
A creator of trends
Changing an industry standardis,[object Object]
Consumers at the Center: Designing for a health revolution
Set up the problem.,[object Object],Step One:,[object Object]
We’re getting Older,[object Object]
Consumers at the Center: Designing for a health revolution
Consumers at the Center: Designing for a health revolution
So what do we do about the rest?,[object Object]
It’s a symptom,[object Object]
Consumers at the Center: Designing for a health revolution
Consumers at the Center: Designing for a health revolution
Consumers at the Center: Designing for a health revolution
Consumers at the Center: Designing for a health revolution
Consumers at the Center: Designing for a health revolution
Consumers at the Center: Designing for a health revolution
the numbers,[object Object],In the US…,[object Object],36% Higher inpatient/outpatient expenses for obese,[object Object],77% Higher medication expenses for obese,[object Object],2-3X Increase in mortality for obese,[object Object],Total estimated obesity cost : $127 billion ,[object Object],Source: CDC Cost of Obesity,[object Object]
46 billion,[object Object]
We’re getting sicker,[object Object]
http://farm4.static.flickr.com/3147/2841694458_465eca8cdd_o.jpg ,[object Object],The cost of care is increasing,[object Object]
The system is a mess,[object Object]
It has been 100 years since the,[object Object],Cubs Won The World Series,[object Object]
Let’s move on.,[object Object],Okay.,[object Object]
Step two:,[object Object],THE SOLUTION?,[object Object]
27,[object Object],Going Where They Are,[object Object]
Consumers at the Center: Designing for a health revolution
Consumers at the Center: Designing for a health revolution
why does it matter?,[object Object],0ver 170 million play!,[object Object],[object Object]
To engage consumers in healthy activity and connect them socially.
It can cover both “healthy” and “unhealthy” people. ,[object Object]
current initiatives,[object Object],Game Contest  June - Sept,[object Object],Guidance Centers ,[object Object],Feb ,[object Object],HPC  Phase 2,[object Object],Apr 27,[object Object],Activity Support System Design ,[object Object],Brain games,[object Object],Jan 16,[object Object],2009,[object Object],HPC  UK,[object Object],Jan 19 – Feb 13,[object Object],D2C brand ,[object Object],launch 4Q,[object Object],OPS game,[object Object],May - Jun,[object Object],BOTB Phase 2 ,[object Object],Jun 30,[object Object],AHPC ,[object Object],Feb – May,[object Object],iPhone Game 3Q & 4Q,[object Object]
the hpc experience,[object Object]
hpc specs*,[object Object],6 challenges,[object Object],Total number of players to date: 2,379 players,[object Object],Total number of steps to date: 207 million steps,[object Object],Total number of miles to date: 78,400 miles,[object Object],More than 3 times the circumference of Earth,[object Object],On average, each player walked 33 miles,[object Object],Total CO2 footprint reduction: 34.48 tons,[object Object],2 countries; 15 US states + District of Columbia,[object Object],Average increase in physical activity as a result of Horsepower Challenge: 35% increase,[object Object],*As of June 9, 2009,[object Object]
May 27 – Louisville,[object Object],May 30 – Los Angeles,[object Object],May 30 - Chicago,[object Object]
prototypes,[object Object],YogaBall – replaces hand-controller with yoga-ball movements for tetris or pac man,[object Object],Jumprope Challenge – one-on-one jumprope with modified wii accelerometers,[object Object],Heartbeat orchestra – creates melody and harmonies from each employees’ heart rate measurement,[object Object]
social robots research,[object Object]
university partnerships,[object Object],[object Object]
 USC
 Stanford
 University of Miami
 Georgia Tech
 UK
 U of L,[object Object]
MBMP research identified insights on consumer motivations…,[object Object]
Those motivating insights were then clustered to create attitudes…,[object Object]
Segmentation of attitudes determined alignment towards green or health,[object Object]
Insight:,[object Object],I want to be attractive and think exercising and watching what I eat can help me look my best,[object Object]
Insight:,[object Object],I believe I should do things like eat good food, drink water and rest to have a long and healthy life.,[object Object]
Insight:,[object Object],I believe feeling good inside and in harmony with the world around me will bring me happiness and health.,[object Object]
Insight:,[object Object],I believe leading an active life is the key to staying young and may even help the environment.,[object Object]
Insight:,[object Object],I believe fresh ingredients that are grown without chemicals and cooked from scratch are the healthiest option to sustain both a healthy body and a healthy environment.,[object Object]
Insight:,[object Object],I want clear, simple and enjoyable ways to make changes to my daily routine that improve my health and the environment.,[object Object]
Insight:,[object Object],We need to stop global warming to ensure there is always a hospitable planet for us to live in.,[object Object]
Insight:,[object Object],I believe we have to join our efforts as a community in order to make a significant impact towards the improvement of the planet’s health.,[object Object]
Insight:,[object Object],I need an information source that is objective and that helps me understand what is better for me and the planet without any vested interests.,[object Object]
A difficult situation   A simple solution,[object Object],Freewheelin is a philosophy that is deployed through bicycle sharing,[object Object],1,[object Object],2,[object Object],Transportation,[object Object],& Economic,[object Object],Health & Obesity ,[object Object],4,[object Object],3,[object Object],Environmental & Carbon Footprint,[object Object],Social Networks & Emotional Connection,[object Object]
Rides!,[object Object],Ranking,[object Object],1st - CO,[object Object],2nd - KY,[object Object],3rd - CA,[object Object],DNC ridership statistics:,[object Object],[object Object]
  Miles	26,416
  Calories	818,899
  Carbon	9.2 metric tonsRanking,[object Object],1st - MN,[object Object],2nd - KY,[object Object],3rd - NY,[object Object],RNC ridership statistics:,[object Object],[object Object]
  Miles	15,308
  Calories	474,530

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Consumers at the Center: Designing for a health revolution

Notes de l'éditeur

  1. What’s the underlying strategy that drives the innovation center ?An industry problem that we need to make our problem, if it’s going to get fixed:Industry business are all seeking differentiationWe have a uniformly poor public image across our industryTypically do not radically innovate new solutions to the industry business modelBecause there’s inefficient function within a broken infrastructure – and the problem is blamed on “the system”A consumer-facing perception that focuses on sickness and death.How to build relationships that extend to life and happiness?Strategic development: Consumerism
  2. To us, it means changing the focus from what WE think consumers ought to be doing, and start looking at what consumers already care about and enjoy. We need to GO WHERE THEY ARE. Join THEIR groups. Play THEIR games. Listen to THEIR stories. It’s a different philosophy of design that puts . . .Consumers in the center
  3. This is the screen that the student will see upon login: a full view of the race track, with each of the buses (in order of race progress). Players have the ability to update their status message, similar to other social communities like Facebook and Twitter. This message is broadcasted out to their peers. There are 11 tracks from all four corners of the world: White House, Machu Picchu, Serengheti Park, Eiffel Tower, Sydney Opera House, Easter Island, Great Wall of China, Golden Gate Bridge, Great Sphinx, Taj Majal, and Mauna Key.
  4. This includes all of the data as of June 9, 2009.% increase in physical activity is calculated by comparing the activity levels during the challenge to the activity levels during the baseline prior to the challenge.
  5. The G-Force movie promotion and online game for kids is underway today – in partnership with Disney, we’re testing our own version of an activity game for kids, which includes viral media, active play, user-generated content, and family engagement.
  6. Office prototypes and new ideas are around the corner.We want to try out new technology, and see if it has potential for a successful business model.Just a few that we’re currently testing:FishTankWii controller Jump-Rope challengeE-Tiles
  7. We have a bikesharing program . . . We tested it by taking it to the political conventions, dropping 1,000 bikes into Denver and Minneapolis . . .
  8. The results across the conventions were amazing.We brought the experience home to Louisville for the IdeaFest in late 2008.Notice the states of origin for the riders at each location. These were locals. The visiting population influenced the overall ride statistics, but the overwhelming number of riders came from the area around the bike stations. This was important, and gave us…
  9. And we’re doing more all the time. We’re working with the best in the business and looking for more partners. So we created a web site to talk about what we doWinning accolades from both within and outside our industry, this “open innovation” approach to business development is creating discussions with people we’d never have had the chance to speak with.
  10. Every Innovation Center employee has a fish in the virtual tankThey’re powered by our stepsWhen we exercise together, our fish school together and do cool stuffDon’t know what we’ll do with it yet, but it’s a fun experiment
  11. We don’t have anything to do with twittervisionBut we think its cool, and that the market is ripe for more social toolsSo we’re building some that we’ll be using ourselves and giving away
  12. We don’t have anything to do with twittervisionBut we think its cool, and that the market is ripe for more social toolsSo we’re building some that we’ll be using ourselves and giving away
  13. Every Innovation Center employee has a fish in the virtual tankThey’re powered by our stepsWhen we exercise together, our fish school together and do cool stuffDon’t know what we’ll do with it yet, but it’s a fun experiment
  14. We don’t have anything to do with twittervisionBut we think its cool, and that the market is ripe for more social toolsSo we’re building some that we’ll be using ourselves and giving away
  15. We had to create a platform for Humana to understand social mediaWe think in stories and pictures, so we created a Metaphor for how we’ll use social mediaThe Town SquareEvery department has a “lot” on the town squareThey can build whatever kind of “social media building” is going to best serve their needs (and their stakeholders)We have a library and a commons area where we share everything
  16. Example of “Being 2.0”Instead of taking meeting minutes, we live-tweetThen the tweetstream becomes the minutes
  17. This has gotten us some nice noticeHumana is beginning to be seen as a cool, transparent health companyStill have a long way to go, but this is a taste of our goal
  18. We’re looking to be a part of a consumer-centered social revolution in health . . . Come and join us.
  19. Mobile, social games will be hugeSo we’re building some