Towards Personal Health Environments with TrueX

In my first LinkedIn post about PHEs, entitled 'Personal health environment (PHE), patient portal, LPD, EPDs… (do you still get it?)' I wondered whether a normal person could still understand and keep up with developments, abbreviations and still manage his or her own health data. Terms such as EPD, LPD, patient portal and PHE are often used interchangeably and the connection between different solutions is mainly regulated on legal and technical levels. There appears to be little attention for users and their context of use.

In my second LinkedIn post 'Towards Personal Health Environments that really matter' I discuss how True experience design (TrueX design for short) can encourage suppliers of PHEs to design PHEs with a TrueX. In short, PHEs with a user experience that is valuable, authentic and credible. That is beneficial for both users and the PHE supplier itself. And that seems relevant to me, especially now that care - if possible - is provided at a distance.

Let me start with two statements.

1. Suppliers of PHEs want their PHE to be used by the target group.
2. The target group of PHEs (people who for whatever reason are concerned with their health or condition) would like to lead as normal a life as possible, with or without PHE.

As a PHE supplier, how do you ensure that your target group chooses your PHE? My plea is: by developing PHEs that provide users with a TrueX because the PHE is experienced as valuable, authentic and credible during use.

What do I mean by that? OK, you can distinguish your PHE by price. But most of the PHEs offered now are free. You will therefore have to distinguish yourself by offering a PHE for a specific target group, with functionality that is in line with what this target group is trying to achieve. However, the functionality that PHEs offer is largely the same, namely:

• Making an appointment or request an eConsult.
• Keeping the medication record.
• Saving self-measurement data.

So, in order to have users choose your PHE, more is needed.

But how do you determine the deeper needs of your users that are hidden in 'wanting to live as normal a life as possible'? And how do you ensure that your PHE is the perfect answer? How do you research which values are important to your target group? Values that you can realize in your product, but also values that you stand for as an organization. And there is only a real match with your intended target group if your values match those of your target group. And if you know how to convey those values in an authentic and credible way.

We have grouped the different values on which you can distinguish yourself in a value pyramid. At the bottom of this pyramid are economic and functional values: values that are basic for users and are therefore less easily distinctive for suppliers. The top three layers of the pyramid contain values that are more distinctive, because they represent essential human motivations.

Value pyramid with functional and economic values, but also values around emotion, identity, and meaning

When applied to values of PHEs for users, this yields the following interpretation:

• Functional values relate to what users can do with the PHE. Does the PHE provide me with insight into certain health data that I currently do not have insight into (informs)? Do I gain better insight into my health because data from multiple sources provides additional insights (integrates)? Or is health data presented in a way that creates order? Or does it provide me with quality during a consultation because the healthcare provider has already been able to view data (quality)?
• Emotional values relate to feelings that the product evokes in the user. Does my PHE help me sustain (motivate) a certain change? Am I sure that my health data is safe and that only I and my healthcare providers can access it (security)?
• Identity values relate to self-image and status. Does my PHE provide me with some understanding by others now that there are specific tools for my condition (recognition)? Does my PHE change the distance I feel from my doctor (status)?
• Meaning values relate to social impact in the world. Can I help others with the same condition (contribute something) by sharing certain information? Can I move more freely in my daily life because the PHE offers me the opportunity to go to care providers other than my own (freedom)?

If you as a supplier have a clear idea which of these values corresponds to your target group with the values you stand for as a PHE supplier, you can get started. Then translate those values into the smallest details of the design of your PHE: into functionality, in the design of interaction and design, in 'voice-&-tone', et cetera.

There are a number of design deliverables that lend themselves well to understanding the values of your target user group. Other design deliverables help you to make explicit the values you stand for as a supplier or that form the core of your product. Or when connecting your own values with those of your user group.

Three design deliverables can help with the first steps towards a TrueX:

1. Empathy map (focusing on user goals).
2. Competitive value curve (focusing on business goals).
3. Design principles (focusing on the connection between user and business goals)

In addition to demographic data about your target group and user research, an 'empathy map' helps you to get an adequate picture of the deeper values, aspirations and needs of your target group.

What are your users trying to accomplish (goals)? What helps them (gains) and what frustrates them (pains)? By zooming in more deeply on benefits (gains) that users have in mind, in addition to things that users explicitly expect, you also get an idea of what you can surprise them with.

Example of an empathy map with goals, statements about what the user feels, hears, sees and does, as well as the 'pains' and 'gains’

The Think & Feel quadrant in particular offers insight into what motivates people, what their dreams and aspirations are. And what values are associated with it. By giving those insights a place in your product, you deepen the relationship between your product and users and they will be more loyal. And that relationship deepens further with each new release or innovation of your product.

A competitive value curve is a form of competitive analysis in which you compare the values underlying your organization or product with those of one or more competitors. It helps you determine how you can better distinguish yourself and is therefore important input for strategic design decisions.

Example comparing two PHEs on values integrating, motivating, belonging, risk, attraction, and personal growth

Determine which values are suitable for comparing yourself with the competitors (x-axis) and determine the scores for your product and those of your main competitor. In particular, make explicit which values certainly do not fit your organization and product. That can also help in making choices.

Where you score lower than your competitor, you can aim on reducing that difference. Where you already score higher, you can choose to further expand that lead.

Design principles bring together the important values for your target group and the central values in your brand and organization. Design principles concisely articulate the principles on which you base your design and help you deliver a consistent, seamless and distinctive user experience to your users across all channels.

Example of design principles that arise from what the user wants and what the organization wants

Design principles allow a design team to test considerations in design choices. And in this way you can ensure that your customers have one consistent and distinctive experience over all channels. Design principles are guiding, and help with the creative and clear elaboration of content and design.

My appeal: Dear PHE suppliers, I cordially invite you to do more for your users and for society. Take the step to develop PHEs that give customers a 'true experience' so that your PHE is experienced as valuable, authentic and credible. PHEs that play a crucial role in the lives of people with or without a disorder. Deliver on that promise and provide people with a user experience that matches their needs, and in a way that is appropriate. Based on the full conviction that as a PHE supplier you have a role in improving healthcare.