Marta Lago was the special guest of the workshop. She is an expert on innovation and strategic creativity with international experience in IDEO, Mercedes-Benz and Bosch. She talked about the implementation of design thinking on tech-driven organization and the movility industry.

¿Why Design Thinking? - A reflection about strategic creativity in the industry [download pdf - Spanish]

After the presentation the guests experienced a role-playing game in wich they redising and transform services for different scenarios trying to implement the processes and aproaches explained during the workshop.

In a few weeks we will start designing the third edition of We Sell Smoke which might be happening in Madrid due to the upcoming opening of the Funky Projects’ office in Madrid.

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We Sell Smoke #2 - March 16th, 10am-2pm

WSS2 - Industrial Products and Mobility vs. Service Design with Marta Lago

• 10,00-10,15 Arrival and welcoming at Funky Projects HQs
• 10,15-10,35 Asier Perez’s (Funky Projects CEO) presentation about We Sell Smoke and Funky Projects.
• 10,35-10,55 Guests introduction round: Name, Organization and answers to the burning questions:

1. - Would you be able to see your product as a service? How?

• 10,55-11,40 Marta Lago’s talk
• 11,40-12,10 Questions round (+excited debate)
• 12,10-12,30 Tea and coffee break
• 12,30-13,20 Good cases of service design +  “What if…?” Exercise
• 13,20-13,40 Conclusions.
• 13,40-14,00 Closing
• 14,00-15,00 Lunch

Capsule hotels, football stadium ticket offices that haven’t changed in 40 years, restaurants that are out of the ordinary, Twitter, … They are all good and bad examples of how services are designed nowadays. In total, twenty people took part in the in-depth study for the first edition of We Sell Smoke on the usefulness of design thought, focused on the field of healthcare.

Julia Scheaper, service designer and Associate of the NHS Institute for Innovation and Improvement in the UK, explained how minor changes to daily routines can make a big difference. As an example of this, she showed how a small change in how food is distributed to patients in the NHS resulted in a 38% reduction in the time hospital staff spent on this task.

After the talk by Julia, in which she used real examples to demonstrate the potential of design thought at a time when the healthcare sector is trying to reduce costs, four work groups were formed amongst the attendees to apply what had been learnt to real-life cases. There was an analysis followed by a joint discussion on the situation of older patients who are unable to leave their house, how the health system is perceived and the experience of a patient up until they come out of the doctor’s surgery. To improve the experience in each of these cases automatic pill dispensers were designed for pharmacies, social networks to empower the patients were proposed, as well as various ideas for each of the individual situations.

Julia Schaeper is a service designer and Associate of the NHS Institute for Innovation and Improvement in the UK. Julia promotes and uses design methodologies in the field of health, focusing on improving patient’s care experiences.

Before working in the NHS Institute she worked as a service designer in Engine helping clients from the public and private sector to innovate the range of services they offer. She has worked on various service innovation projects for companies like Mercedes-Benz, Norwich Union, Orange, AA, Dott 07, East Lincolnshire Primary Care Trust, Bucks County Council and Kent County Council.

Amongst the attendees of this edition will be those in charge of public health in the Basque Country, chemists, specialists in human factors and service design, persons in charge of citizen participation, application developers and directives of mutual insurance company, with the overall intention of creating enriching synergies for the healthcare sector.

Agenda

• 15.30 to 16.00: informal welcome, introductions and coffee
• 16.00: short intro from Asier, Funky Projects CEO
• 16.05 to 16.45: Julia Schaeper presentation
• 16.50 to 17.55: group activities
• 17.55 to 18.20: sharing session (plenary)
• 18.20 to 18.30: conclusions of the day, closing words.

The designed activities are empathy exercises, using real stories and experiences to inpire a group discussion and a short idea generation session about service design. Each group will have a different starting point and subject focus, although there are of course obvious overlaps. We have prepared:

1- Primary care and health center -  patient experience
Inspiration: diary and experience journey from Alex´s (from Funky Projects) visit to her oftalmologist today. notes and photo from a short guerrilla research round from Iñigo in his local healthcare centre.

2 - Aging population - managing multiple conditions while staying independent and enjoying a good quality of life
Inspiration: photo diary from a best ager suffering from Herper Zoster. She is mostly assisted by his husband.

3 - Multiple medications - Adherence - Home care
Inspiration: 85 year old lady who recenly broke her hip and has seen her life quality seriously compromised. She receives assistance from her family and needs help t manage her multiple medications.

4 - Public perceptions about the Healthcare system. How does the Healthcare system want to communicate with the public?
Inspiration: We are doing a short, emotional and absolutely non representative survey (over facebbok, email, tweeter and direct questioning)about poeple´s general perception about their healthcare system: quality, openness, transparency, service spirit…

5 - chronical diseases, patient empowerement and social networks
Inspiration: we will interview a young diabetes patient (ideally a digital native) to get an impression about his/her life, how they manage to integrate therapy and healthy habits into their lives and how technology and networking can support them best.