Healthtech: Importance of design empathy

Some years ago I was proof reading the dissertation of an MBA student I’ll call J. In dealing with innovative disruption, part of what J included was design thinking, defined loosely as “a set of cognitive, strategic and practical processes by which design concepts are developed”.

Other explanations suggest “design thinking revolves around a deep interest in developing an understanding of the people for whom we’re designing the products or services. It helps us observe and develop empathy with the target user.”

Bear in mind, MBA Student’s job was to show the importance of design thinking so he did a little study among 20 of his colleagues and fellow students. He gave them a one line brief: “Design a brand of coffee you’ll take to market.”

When they reconvened to discuss their brands, two… TWO of the 20 had designed coffee for a broad potential market, and 18 designed it based on personal preference.

I believe this to be our collective default globally. Personal experience has shown that empathy – meaning, “I have actually lived through that” – combined with design thinking will create products and services that can become indispensable. Personal preference, no matter how clever, will only address part of what must be addressed.

Empathy and points of reference

Asked to assist in renovating a kitchen in an old age village where the average age is (an often sprightly) 70, a young designer was recommended to me and basically hit delete on everything I wanted to do. His ideas were hip, slick and cool; mine were neat and practical, with cupboards older people can reach without a ladder.

When he gave me The Look for the third time, I realised this young man had no point of reference for older people and their needs. His grandparents had all passed on when he was a child, and his parents are in their late 50s.

In this case, no matter how much “design thinking” one could push him to learn, there was never going to be a point of reference unless he spent some time living with elderly people.

I am convinced that empathy cannot be taught in a classroom – it requires interaction with the issue the design must solve.

In 2018 we buried my Dad after six years of the hideousness that is Alzheimer’s. I was his only immediate family member and primarily responsible for his wellbeing and comfortability, while still working as a freelancer, managing commitments and meeting daily deadlines.

I began to formulate a design for a low-tech product that would firstly assist in caring for someone with dementia; and secondly, help to ease the massive stress placed on a caregiver or provider.

In reviewing my product, some potential partners/investors promptly noted the massive value it brings to patients and caregivers. However, almost immediately, most techies and engineers compared it to “something similar”; suggested an app; and wanted to rework its simplicity.

The only people who instantly see its value for both patient and caregiver are those who have actually cared for someone with dementia or other vulnerabilities. Theirs are not learned insights, but true empathy.

The World Health Organization (www.who.org) says the total number of people with dementia is projected to reach 82 million in 2030 – just nine years away – and 152 million in 2050. They note 10 million new cases a year – one every three seconds.

Healthcare and healthtech are areas in which designers of products and services cannot afford to be without empathy. “Design thinking” alone is useless in the face of a disease that changes people daily. Design empathy understands that.

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