Standardizing Product Design Metrics (Jennifer Cardello at Enterprise UX 2018)
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Jennifer Cardello: "Standardizing Product Design Metrics" Enterprise UX 2018 • June 14-15, 2018 • San Francisco, CA, USA http://enterpriseux.net
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Standardizing Product Design Metrics (Jennifer Cardello at Enterprise UX 2018)
- 1. Standardizing Product Design Metrics Jen Cardello Head of DesignOps, Executive Director of Design Research
- 3. © athenahealth A bit about me
- 4. 22 years of UX advocacy and leadership Design Consulting Financial Services Experience Measurement Experience Consulting UX Consulting/Education 1996 1998 2004 2006 2008 2014 Healthcare
- 5. ©athenahealth Deliver better care Enable teamwork Operate efficiently
- 6. Many years of great success
- 7. © athenahealth Government-subsidized market demand With the passage of the HITECH Act, the medical software marketplace was forever changed...The HITECH Act’s authorization of roughly $36 billion worth of ‘incentives for the use of Health Information Technology’...created a rush to adopt qualifying systems. https://technologyadvice.com/blog/healthcare/history-of-meaningful-use-2015/ “
- 8. Very low satisfaction across the sector Survey of 3200+ ambulatory physicians http://medicaleconomics.modernmedicine.com/medical-economics/news/2017-ehr-report-card
- 9. "We literally built a company proudly on the fact that we had bad software."
- 10. © athenahealth Design-Forward Litmus Test
- 11. Seeking human- centered innovation1 "The biggest problem with health care is not how expensive it is — it's how inhumane it is."
- 12. 2 Recognizing Design as a strategic lever “...when I think about the hottest job and the lever most likely to untangle the vines that are strangling health care organizations today, I’d say it’s experience design.” - athenahealth’s CEO
- 13. Ready, willing, and able to invest in Design3 2014: ● 65+ designers and researchers ● Partnered with product and engineering
- 14. © athenahealth Checking all the boxes, but not having impact
- 15. ©athenahealth These are the types of experiences our users are suffering through
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- 28. ©athenahealth Users are frustrated The system makes our staff look underperforming User quotes from testing sessions week of 2/27/2017 The default is not appropriate 98 percent of the time If we didn't have athena posting, we would have a cleaner accounts receivable New people get overwhelmed by options
- 29. ©athenahealth “No one listens to design.” “We’re not making great user experiences.” “Product decisions don’t make sense.” Designers are frustrated
- 30. ©athenahealth Our product and engineering partners are not seeing the value of design “Good design takes too much effort.” “Users will figure out how to use this.” “Design is getting in the way of shipping.”
- 31. © athenahealth The company passed my litmus test! So, why isn’t design having impact? Why isn’t it scaling?
- 32. © athenahealth The Enterprise Software Delusion When an organization doesn’t understand success drivers and under-invests in experience design
- 33. © athenahealth Think of some examples
- 34. © athenahealth COMPETITION SWITCHING COSTS PURCHASER weak strong high low agent user The Mechanics of Enterprise Software Delusion
- 35. © athenahealth Our software was optimized for policy not people.
- 36. © athenahealth - Market demand shifts - Technology impacts ability to switch more easily - Users gain influence in buying decisions “The Only Thing That Is Constant Is Change”
- 38. © athenahealth Increase design influence across the entire organization. Capture their attention Establish a sense of urgency Deliver
- 39. © athenahealth OUR TACTICS 1 Prove that design impacts outcomes 3 Redesign product decision-making 2 Create a shared language for design
- 41. 1. Prove that design impacts outcomes
- 42. Moving the needle: What metrics indicate business outcomes? 42 ● Customer retention ● Referrals
- 43. © athenahealth We spent 4 sprints to analyze correlations Find the data Clean the data Analyze
- 44. What we discovered Reliability Ease Of Use Retention User Perception Loyalty Business Metrics .28 .63 Satisfaction with product Likelihood to recommend (leaders, LTR) 44 .9782% 77% Paid Referrals 8:1 6:1
- 45. © athenahealth OUR TACTICS Design impacts outcomes
- 46. Use your evidence to create a sense of urgency
- 47. 2. Create a shared language for design
- 48. Heuristic Avg. Design Quality Score Negative Findings Match Between System and Real World 1.1 410 Flexibility and Efficiency of Use 1.3 302 Error Prevention 1.3 291 Consistency and Standards 1.8 463 Aesthetic and Minimalist Design 1.7 337 Recognition Rather than Recall 1.6 221 Visibility of System Status 1.8 275 Help Users Recognize, Diagnose and Recover from Errors 2.0 82 User Control and Freedom 2.2 102 Help and Documentation 2.4 82 Critical Problems Major Problems Minor Problems Acceptable Excellent 0 1 2 3 4 User Role Avg. Score 17.7? Patient 2.5 Clinical Staff 2.0 Nurse 1.9 ✓ Care Manager 1.9 Provider 1.9 ✓ Front Office Staff 1.7 ✓ Management 1.3 ✓ Practice Manager 1.1 ✓ Billing Manager 1.1 ✓ Billing Staff 1.0 ✓ Workflow Improvement Initiative - 55 workflows & 3,250 findings
- 49. 10 Heuristics for User Interface Design HEURISTIC GUIDANCE Consistency and standards Follow widely accepted interface design standards Match between system and the real world Speak the users’ language, follow and/or build upon their mental model Visibility of system status Keep users informed about what is going on Flexibility and efficiency of use Cater to both inexperienced and experienced users, allow users to expedite frequent actions Error prevention Eliminate interactions that allow users to make mistakes Aesthetic and minimalist design Prioritize and focus on what’s necessary and no more than that Recognition rather than recall Minimize cognitive load by making objects, actions, and options visible. Don’t make users hunt for info, tasks, and functionality. Help users recognize, diagnose, and recover from errors Clearly communicate errors: precisely indicate the problem and constructively suggest a solution User control and freedom Ensure users feel in control of their experience, set expectations, and make it easy to undo Help and documentation In-line, context-sensitive, easy to search, focused on the user's task, featuring concrete steps to be carried out Heuristics provide shared language
- 50. Workflow Improvement Initiative 4 pages & 9 steps 1 page & 4 steps ~50% reduction in time on task
- 51. © athenahealth OUR TACTICS Design impacts outcomes We have a shared language
- 53. EXPERIENCE MEASUREMENT FRAMEWORK (v 1.2) ALPHA | BETA GAEXPERIMENTATIONDISCOVERY Build the thing right Prioritize opportunities Importance Satisfaction Test design concepts Importance Satisfaction Perceived usefulness Intent to use Usability Measure internal alignment Should we build it? Can we build it? Test live feature Satisfaction Perceived usefulness Adoption Usability Monitor feature Satisfaction Performance Adoption Build the right thing
- 54. EXPERIENCE MEASUREMENT TOOLS & INSTRUMENTS ALPHA | BETA GENERALLY AVAILABLEEXPERIMENTATIONDISCOVERY User feedback repository QUAL & QUANT Jobs-to-be-done Needs Scoring QUANT Concept Resonance QUAL Concept Validation (minimum n=25) QUANT Usability Test (minimum n = 5) QUAL & QUANT Design Quality Score QUANT Behavioral Analytics QUANT Alpha / Beta Feature Survey QUAL & QUANT Behavioral Analytics QUANT User Perception Survey QUAL & QUANT
- 55. EXPERIENCE MEASUREMENT TOOLS & INSTRUMENTS ALPHA | BETA GENERALLY AVAILABLEEXPERIMENTATIONDISCOVERY User feedback repository QUAL & QUANT Jobs-to-be-done Needs Scoring QUANT Concept Resonance QUAL Concept Validation (minimum n=25) QUANT Usability Test (minimum n = 5) QUAL & QUANT Design Quality Score QUANT Behavioral Analytics QUANT Alpha / Beta Feature Survey QUAL & QUANT Behavioral Analytics QUANT User Perception Survey QUAL & QUANT
- 56. Concept validation QUANTITATIVE • Perceived usefulness • Intent to use • Meets requirements Plus qualitative feedback
- 57. ©athenahealth 57 Name (reported by) Problem Statement Intent to Use Useful -ness Meets Require- ments n (min 25) ICD-10 Codes in the Chart Easily access current ICD-10 codes in the chart. Concept 4.8 4.7 4.5 66 Out of Range Blood Pressure Make it clear to users when pediatric blood pressures are out of the normal range. Concept 4.6 4.4 4.4 56 CHADS2-VASc Calculator When appropriate, automatically add CHADS2-VASc to the patient chart. Concept 4.6 4.3 4.4 54 View Lab Results Easily view a lab results over time in either a graph or table format. Concept 4.5 4.3 4.4 49 Documenting National Drug Codes for Meds Easy and consistent addition of National Drug Codes (NDC) within athenaNet. Concept 4.4 4.2 4.2 77 Send All ICD-10 Codes to Biling Clearly communicate that all ICD-10 Codes will be sent to billing. Concept 4.4 4.1 4.1 37 Pediatric Growth Charts Easily view and interact with growth charts. Concept 4.6 4.4 3.3 48 Billing Tab Enhancement When a physician complets billing work, close billing tab. Concept 4.1 3.8 3.9 44 Documenting injected meds Easy documentation of additives for injected medications. Concept 4.0 3.8 3.7 44
- 58. Filters EMF Dashboard Above average Average Below average No data Score Percentile
- 59. © athenahealth RESULTS Design impacts outcomes We have a shared language We make informed decisions
- 63. © athenahealth This is how we should make decisions
- 64. © athenahealth Enterprise Software Reality ● Is the organization honest with itself about the state of the experiences it offers? ● Does it use evidence to make decisions?
- 65. © athenahealth Designers: Use your talents to change organizational behavior