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1 
Designing an 
Ecosystem of Care 
@Amy Cueva 
@MadPow - Founder & Chief Experience Officer 
@HxRefactored - Chair of Design Track
Design 
can help improve the 
human condition.
3 
Meet Jim.
I was overwhelmed, confused, and 
alone. There was no one to talk to. 
I didn’t know what I 
should do first or what 
to expect.” 
4 
“
5 
Health is a state of complete physical, mental 
and social well-being and not merely the 
absence of disease or infirmity. 
- World Health Organization
6 
Emotion matters.
7 
It’s in our best interest to 
help Jim.
Masseuse 
PCP 
Support Network: 
Friends & Family 
Pharmacist 
Lawyer 
Chiropractor 
CSR 
Health 
Coach 
CSR 
CSR 
HR 
Cardiologist 
Nurse 
Weight Watchers 
Therapist 
Gym 
Lobbyists 
Social 
Worker 
Lobbyists 
Politicians 
Patient 
Advocate 
Translator 
Transportation 
Service 
Financial Entities 
Heart Health 
Start Up 
Hospital Network 
Hospital 
Cardiology 
Lab 
Pharmacy 
Pharma 
PBM 
Insurance 
Company 
Insurer for 
Hospital 
Federal Government 
HHS 
FDA 
CDC 
Legislature 
Executive 
Branch 
Employer 
Government 
Condition 
Management 
Companies 
Information: Google, 
Web MD, YouTube, 
iTunes 
Condition Management 
Start Up 
Walk in Clinic 
Organizations & 
Non-Profits 
Health Tech 
State 
Health 
Exchanges 
Local 
Agencies 
Health 
Communications 
Patient Community 
Who will help Jim?
9 
That need is neither our 
responsibility nor one that will 
be mitigated anytime soon in 
the industry.” 
“
Masseuse 
Weight Watchers 
The health ecosystem 
PCP 
Support Network: 
Friends & Family 
Pharmacist 
Lawyer 
Chiropractor 
CSR 
Health 
Coach 
CSR 
CSR 
HR 
Cardiologist 
Nurse 
Therapist 
Gym 
Lobbyists 
Social 
Worker 
Lobbyists 
Politicians 
Patient 
Advocate 
Translator 
Transportation 
Service 
Financial Entities 
Heart Health 
Start Up 
Hospital Network 
Hospital 
Cardiology 
Lab 
Pharmacy 
Pharma 
PBM 
Insurance 
Company 
Insurer for 
Hospital 
Federal Government 
HHS 
FDA 
CDC 
Legislature 
Executive 
Branch 
Employer 
Government 
Condition 
Management 
Companies 
Information: Google, 
Web MD, YouTube, 
iTunes 
Condition Management 
Start Up 
Walk in Clinic 
Organizations & 
Non-Profits 
Health Tech 
State 
Health 
Exchanges 
Local 
Agencies 
Health 
Communications 
Patient Community
Design an ecosystem 
focused on care.
12 
You think partnership is the answer? 
Many people have spent a lot of 
money trying and got nowhere. 
It simply won’t work.” 
“
13 
No.
14 
Why?
15 
Why Not?
16 
What if?
How can we identify & 
address unmet needs?
Do Research! 
It is the core of 
human-centered design.
Allow ourselves to 
feel.
Envision their journey.
Widen our lens.
Look for 
emotion, triggers, 
transitions, 
opportunities & 
patterns.
I didn’t know. 
I know I should. 
I want to, but I can’t.
Whose 
responsibility is 
this need? 
Look for 
orphaned needs.
shared values 
+ 
shared action 
= 
shared profit 
(financial & social) 
- Cindy Gallop
I know. 
I will. 
I can.
Evidence-based 
maternity decision making 
for PregnantMe
CVS 
Unified consumer 
experience strategy for 
CVS Caremark
A Virtual Doctor’s Visit 
for MGH Patients
Joslin 
Digital diabetes weight 
management
What Motivates? 
CDC Designs for 
Medication Adherence
HOTSEAT tackles sitting 
disease through behavior 
change and game design 
HotSeat
Great things are happening but... 
We can do more.
For Jim. 
Photo Credits 
My Room – Michael Wyszomierski 
Coffee For One – David Hodgson 
Star Cluster – HuntingDesigns 
Dreaming above the Clouds – Becca Fawley 
@Amy Cueva 
@MadPow - Founder & Chief Experience Officer 
@HxRefactored - Chair of Design Track

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Designing an Ecosystem of Care - Health 2.0 Fall 2014 Conference - Amy Cueva

  • 1. 1 Designing an Ecosystem of Care @Amy Cueva @MadPow - Founder & Chief Experience Officer @HxRefactored - Chair of Design Track
  • 2. Design can help improve the human condition.
  • 4. I was overwhelmed, confused, and alone. There was no one to talk to. I didn’t know what I should do first or what to expect.” 4 “
  • 5. 5 Health is a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity. - World Health Organization
  • 7. 7 It’s in our best interest to help Jim.
  • 8. Masseuse PCP Support Network: Friends & Family Pharmacist Lawyer Chiropractor CSR Health Coach CSR CSR HR Cardiologist Nurse Weight Watchers Therapist Gym Lobbyists Social Worker Lobbyists Politicians Patient Advocate Translator Transportation Service Financial Entities Heart Health Start Up Hospital Network Hospital Cardiology Lab Pharmacy Pharma PBM Insurance Company Insurer for Hospital Federal Government HHS FDA CDC Legislature Executive Branch Employer Government Condition Management Companies Information: Google, Web MD, YouTube, iTunes Condition Management Start Up Walk in Clinic Organizations & Non-Profits Health Tech State Health Exchanges Local Agencies Health Communications Patient Community Who will help Jim?
  • 9. 9 That need is neither our responsibility nor one that will be mitigated anytime soon in the industry.” “
  • 10. Masseuse Weight Watchers The health ecosystem PCP Support Network: Friends & Family Pharmacist Lawyer Chiropractor CSR Health Coach CSR CSR HR Cardiologist Nurse Therapist Gym Lobbyists Social Worker Lobbyists Politicians Patient Advocate Translator Transportation Service Financial Entities Heart Health Start Up Hospital Network Hospital Cardiology Lab Pharmacy Pharma PBM Insurance Company Insurer for Hospital Federal Government HHS FDA CDC Legislature Executive Branch Employer Government Condition Management Companies Information: Google, Web MD, YouTube, iTunes Condition Management Start Up Walk in Clinic Organizations & Non-Profits Health Tech State Health Exchanges Local Agencies Health Communications Patient Community
  • 11. Design an ecosystem focused on care.
  • 12. 12 You think partnership is the answer? Many people have spent a lot of money trying and got nowhere. It simply won’t work.” “
  • 17. How can we identify & address unmet needs?
  • 18. Do Research! It is the core of human-centered design.
  • 22. Look for emotion, triggers, transitions, opportunities & patterns.
  • 23. I didn’t know. I know I should. I want to, but I can’t.
  • 24. Whose responsibility is this need? Look for orphaned needs.
  • 25. shared values + shared action = shared profit (financial & social) - Cindy Gallop
  • 26. I know. I will. I can.
  • 27. Evidence-based maternity decision making for PregnantMe
  • 28. CVS Unified consumer experience strategy for CVS Caremark
  • 29. A Virtual Doctor’s Visit for MGH Patients
  • 30. Joslin Digital diabetes weight management
  • 31. What Motivates? CDC Designs for Medication Adherence
  • 32. HOTSEAT tackles sitting disease through behavior change and game design HotSeat
  • 33. Great things are happening but... We can do more.
  • 34. For Jim. Photo Credits My Room – Michael Wyszomierski Coffee For One – David Hodgson Star Cluster – HuntingDesigns Dreaming above the Clouds – Becca Fawley @Amy Cueva @MadPow - Founder & Chief Experience Officer @HxRefactored - Chair of Design Track