1. Design Thinking Case Study: MeYouHealth.Com
Minder Chen, Ph.D.
Professor of MIS
Martin V. Smith School of Business and Economics
California State University Channel Islands

2. Design for Growth (D4G) Process and Tools

3. 工研院 產業服務中心 施媄瀞 Amy Shih 產業服務中心 企劃管理組 分機： 02- 27377360 #692 (院內：827692)
產業服務中心  企劃管理組
分機：   #692 (院內：827692)
工研院 產業服務中心

4. Tools in the Toolbox

5. MeYouHealth.com

6. Founder
Development work (Ethiopia)  Public health project (Boston University)  Founded QuitNet.com
Rich repertoire and ready to innovate.

7. The Context
MeYouHealth, a subsidiary of Healthways, a global company offering comprehensive solutions to improve well-being and decrease health care costs.
Design's Contribution: Bringing qualitative approaches to a quantitative corporate environment.
Healthway is the global company helped employers improve their employees' health, and thereby decrease their health care costs, through a portfolio of tools and interventions designed to educate people on how best to use available health care services and care for themselves more effectively.
Healthways (Nashville) acquired QuitNet.com. Around 2007, Chris was asked to implement social Web and mobile applications capable of solving big behavioral health problems.

8. Innovator's Dilemma at Healthways
The innovator's dilemma- the processes that sustain growth and operational capabilities are at odds with the projects for building innovative new products.
Create a wholly owned subsidiary, called MeYou Health.
They would rather own disruptive technologies and products and disrupt (encroach) themselves than be disrupted by a competitor.
Healthways had been very successful in using large amounts of data to develop sophisticated algorithms for predicting risk in disease and health management.

9. Barrier to Well-Being: Quantitative Data
Healthways Well-Being Index based on quantitative data.
6 Dimensions: Emotional, physical, behavioral, work environmental, access to health resources, overall life outlook.
In 2008 Healthways had announced a 25-year partnership with Gallup to quantify and monitor changes in the state of the country's well-being. The output of that partnership, the "Well-Being Index," involved completing 1,000 telephone surveys every night. Healthways also developed a well-being assessment for individuals.
Well-Being Index won't tell you how to move forward or how to engage people in a way that they find satisfying.
It didn't explore it as a human phenomenon  Understanding well-being deeply enough to change it.

10. Health Wellness and Innovation
Report from the council (link)
News in Chinese (link)

11. Health Care Cost Is On the Rise
Some estimate that an unhealthy population costs U.S. employers $576 billion annually.4
Source: Report from the council (link)

12. Source: Report from the council (link)

13. Call to Action at Individual Level
To improve the health and wellness of individuals, employers should implement comprehensive health and wellness programs for employees that address the following needs and begin tracking and sharing outcomes to promote learning and improvement:
Nutrition and physical activity
Tobacco cessation
Emotional and behavioral health, including stress management and depression
Condition management, including chronic disease management.
Also at community Level and the Health Care Systems

14. Source: Report from the council (link)

15. MeYouHealth Business Model
How to engage people in anything to do with their well-being
MeYouHealth is a well-being company dedicated to engage, educate and empower individuals to pursue and maintain a healthy life.
Helping large employers and insurers reduce employees’ health care costs by creating a business model based on the notion that social networks can improve well-being and help people help themselves.

16. Design Consultancy
Enlisted help from Essential Design

17. Special research challenges
Potential customers for this service were so diverse-ranging in age from twenty to seventy and with a mixture of family situations, motivation levels, and technological savvy.

18. 3 Stages of Research for Developing Novel Ideas
Exploratory, which focused on developing empathy for users through such techniques as ethnography and shadowing.
Co-creation, which gave people an opportunity to create something in a hands-on activity, using, as a starting point, some hypotheses about what users value;
Evaluative, which tested hypotheses as one moved from low- to high-fidelity prototypes and minimum viable products.

19. Design Thinking Research Techniques
Design thinking : business innovation, Dec. 2012

20. Represents samples qualitatively and seeks profiles of extreme users, because unusual and obscure observations may lead to new and interesting ideas.
Source:
Design thinking : business innovation, Dec. 2012

21. One of the Tools Used to Understand Potential Users
enough to inspire more creative thinking about how to engage them
Qualitative vs. Quantitative
Number of subjects studied: 36
Deep with small number vs. wide (shallow) with large number
Find out stakeholder’s unarticulated needs
Longer interview and messier data collected
The study is not to prove that our idea is good. It is to inspire us to have better and more innovative ideas.

22. Personal Journal
Capture the rhythm of their lives for a week noting specific experiences that affected their well-being.

23. Predictive Tool: Visualization
Each subject create a collage of images that symbolize their perceptions of well-being and their 5-year projection for themselves.
2 hours interview for each subject.

24. Wellbeing Personal Connection Worksheet
Social graph visualizing and indicating impacts of group of people to their health
Pinwheel

25. Wellbeing Goals in a 2x2 Matrix
攝氧量(oxygen consumption, VO2) 

26. Mind Mapping Tool

27. Persona
A persona is an archetype of an organization’s typical customer, and is defined primarily by a customer’s goals when interacting with the products. They are not real people, but are used to represent real users during the design process.
Products generally have a “cast” of personas, ranging from 3 to 8, one of which is considered the primary persona. These are best presented as narratives. Providing a persona with real characteristics:
Name
Age
Photo
Candid quotes
Personal information
Work environment
Computer proficiency
Motivation for using the product
Information-seeking habits
Personal and professional goals
Evokes a strong sense of empathy in the project team
Eliminates the need to design for an abstract, elastic “user group” whose goals and needs are not fully understood
Facilitates user-centered design – the focus is now on the goals of your typical customer rather than the project team
Source: The ABCs of Personas: Design for People, Design for Success

28. 7 Different Personas and What Motivates Them
Aware & Achieving, Me-Time Impoverished, Validation Seeker, Enlightened and Discovering, Idle, Excuse Maker, Enabled
Monumental mobile app with gaming feature  Daily Challenge

30. Different Approaches to Improve Wellbeing of Different Persona

31. Different Approaches to Improve Wellbeing of Different Persona

32. A Complete Picture
Learn about the perspectives and attitudes and behavioral underpinnings of their customers.
The power of combining qualitative and quantitative data for a more complete picture.
Video is a powerful tool for conveying the human nature of stakeholders.

33. Gamification for Wellbeing
From the outset, Chris believed that games could play an important role in behavior change, especially as a vehicle for jump-starting social connections.
One crucial theme emerged from the interviews: that tiny, incremental changes can lead to bigger changes.
Have minimum viable products (MVP) ready for launch as quickly as possible: Within 18 months, the MYH team had created and launched a dozen different products: websites, mobile applications, and Facebook and Twitter apps.
Minimum viable products go one step further to engage early adopters.
Build and test the product entirely in the context of a direct-to-consumer audience.

34. A Journey with a Support Group
Help people in their journey (not goals) to improve their well-being by making it fun, by making it social-not knowing necessarily where they're going to end up, but ultimately we hope they'll be feeling a greater sense of well-being.
Central hypothesis that online networks of people supporting one another can motivate the behaviors that increase well-being.

35. Monumental from MeYouHealth
Encourage taking steps instead of elevator.
Track vertical steps & maps that progress against climbing a well-known monument such as the Eiffel Tower. (Validation Seeker)

36. Daily Challenge
Daily Challenge is a social well-being experience that allows you to improve your health in one small way each day. You complete simple challenges and share the experience with those closest to you -- all while you earn points, reach new levels, and get support from the Daily Challenge community.
“ Daily Challenge has been very helpful in suggesting small positive changes to my everyday life. I enjoy how simple, yet effective, each challenge has been. ”

37. Daily Challenge: Principal Metric
Return engagement: the percentage of people who have used the product for a length of time and continue to use it.
About two-thirds of Daily Challenge users are still active after ninety days. (Typically 20-30% at 30 days)
After one year, 34 percent of our users are still using the product.
Networking effects indicated by people form challenge groups and support groups in the application.

38. Demonstrating Health Outcomes

39. Wellbeing and Health Are Social Phenomena
Don’t underestimate the power of small and incremental steps. when it comes to improving their well-being, people need tiny, repetitive pushes toward good decisions.
Thinking smaller -- placing small bets and learning fast -- is an undervalued innovation strategy.

40. Design Thinking and Agile Engineering
Institutionalizing the design thinking process and melding it with an agile engineering capacity to move much more quickly from ideation to proven product in the market.
Don’t choose sides- work with both quantitative and qualitative data.

41. Using Electronic and Social Media Tools to Improve Wellness
Leverage the use of electronic and social media tools to increase accessibility of, interest in, ease of use of, and adoption of health and wellness programs:
Online educational resources and programs
Interactive tracking tools, such as those that track medications
Self-monitoring tools, including those that connect with personal devices
Online communities to provide peer support
Online “coaches” to increase accessibility of support
Patient access to information contained in electronic health records
Report from the council (link)

50. Design Thinking Approach

51. Design Brief What is the problem or opportunity?
Project
Description
What is the problem or opportunity?
Describe the project in a few sentences, as you would in an “elevator pitch.”
Scope
What is within the scope of the project and what is outside it?
What efforts sit adjacent to this particular project?
Constraints
What constraints do you need to work within?
What requirements must a successful solution meet?
Target Users
Who are you designing for?
Try to be as specific as possible. Whom do you need to understand? Why are they important?
Exploration
Questions
What key questions will you need to answer through your research?
What are you curious to learn about your stakeholders and how they think and behave?
These may include stakeholder needs to understand better, emerging technical possibilities and new business models.
Expected Outcomes
What outcomes would you like to see?
Success Metrics
How will you measure success?

53. Concept Pitch