Customer Centered Design Process

SkinScanner
Overview
• Inspired by technology that is being
developed in parts of America
• Builds on magnifying technology by
including a range of other features
• Identification of skin type
• Risk of developing cancer in
future
• Provides option of local GP or
online GP
• Extendable arm
Design
Thinking
Process
• Human-centered, solution
based approach to solving
problems
• Focus on first three stages,
with future-oriented plans for
final two stages
‘Double
Diamond’
Approach
• Divergent expansive
experience to convergent
narrowing process
• Impact of micro and macro
factors
Synthesis
• Generating new ideas by
changing or reapplying existing
ideas
• Ensuring all possible aspects of
problem have been examined
• Skin checks combined with
smartphone technology
Stage 1
Empathise
• Combination of expressed and latent
needs
• Need identified during a conversation
with my partner, who kept ‘putting
off’ getting moles checked at GP
• Five brief interviews conducted
• Three people had never had a
skin check
• Once person had skin checks
regularly but found it to be time
consuming
• One person had eventually had
a skin check, but had to have
skin cancer cut out
Stage 1
Empathise
Insights:
• ‘Too expensive’ to go to a private
practice or ‘too time consuming’ to
go to a GP
• Skin checks ‘put on the backburner’
due to these attitudes
• Others also too nervous to get skin
checked in case they receive news
they don’t want to hear
Stage 2
Define
Target Personas:
• Younger generations – regular use
of smartphones/tablets, early
intervention, making skin checks a
priority
• Based on skin types (Cancer
Institute NSW 2018)
‘How Might We’ Questions:
• How might we encourage skin
checks from an early age?
• How might we provide skin types at
risk with greater convenience when
checking their skin?
Type 1 Always burns easily, never tans, extremely sun sensitive
Type 2 Always burns easily, tans minimally, very sun sensitive
Type 3 Sometimes burns, tans gradually to light brown, minimally sun sensitive
Type 4 Burns minimally, always tans to moderate brown, minimally sun sensitive
Type 5 Rarely burns, tans well, skin not sensitive to sun
Type 6 Never burns, deeply pigmented, skin not sensitive to sun
Higher risk
Lower risk
Stage 2 – Define
SkinScanner POV personas:
• Proactive Checkers
• Family history of skin cancer, very aware
• Regular skin checks require going to either a private practice or GP
• Goal to ensure skin is in best condition possible
• Reactive Checkers
• Aware of impact of skin cancer
• Won’t actively seek skin check, only if skin looks irregular or if friend/family member has had a scare
• Seek greater convenience
• Self Checkers
• Don’t get skin checked at GP as ‘too time consuming’
• Occasionally check their own skin
• If they do notice something, will put it off – ‘maybe I’ll go but not right now’
Stage 3
Ideate
• Generating ideas from identified
insights:
• SkinScanner focuses on ‘no
excuses’
• Provides luxury of completing
skin check using any
mobile/tablet device
wherever they desire and at
any given time
• Using trends to define product:
• No longer a ‘slow task’
• Specialised offering from a
community health
perspective
• Offers privacy/anonymity, as
well as certainty
Stage 4
Prototype
• Early, inexpensive, scaled-down
version of technology
• Bring ideas to life so that users can
try out
• Create a Beta version (version
before launch) of the
SkinScanner magnifier and
associated app
• Include a how-to guide on
navigating SkinScanner
magnifier/app
• Reveal problems with current
design
Stage 5
Test
• Reveals unexpected insights, increases
user satisfaction
• Focus group of 50 people to test Beta
version of SkinScanner magnifier/app
• Use a characterisation and
attitudinal pre-screening
questionnaire
• Split into persona groups outlined
in Define Stage
• Get them to test all functions, ease
of using magnifier etc.
Stage 5
Test
• Seek feedback from focus group and
collate data to see if
• Proactive checkers would regularly
use it & recommend it
• Reactive checkers could potentially
be changed to proactive
• Self checkers would consider it
due to convenience
References
• Cancer Council Australia (2019) UV Index, viewed 21 November 2019, https://www.cancer.org.au/preventing-cancer/sun-protection/uvalert/
• Cancer Institute NSW (2018) Identify your skin type, viewed 21 November 2019,
• Hollenberger, E. (2019) What is the Design Thinking Process, O8 Agency, viewed 21 November 2019,
• Interaction Design Foundation (2019) What is Design Thinking, viewed 21 November 2019,
• MoleScope (2019) Skin screening made simple, viewed 21 November 2019, https://www.molescope.com/
• Taylor, N. (2016) Tips for Conducting a Successful Focus Group, Association Adviser, viewed 21 November 2019,
https://www.naylor.com/associationadviser/tips-for-conducting-focus-groups/