Name: 【TED】Paul Bennett: Design is in the details (Paul Bennett: Design is in the details)
Uploaded: 2017-12-03T10:42:16.000Z
Duration: 16 min 6 s
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Hello. Actually, that's "hello" in Bauer Bodoni

for the typographically hysterical amongst us.

To-infinitive

One of the threads that seems to have come through

loud and clear in the last couple of days

is this need to reconcile what the Big wants --

the "Big" being the organization, the system, the country --

and what the "Small" wants -- the individual, the person.

And how do you bring those two things together?

Charlie Ledbetter, yesterday, I thought, talked very articulately

about this need to bring consumers, to bring people

And that's what I want to talk about today.

So, bringing together the Small to help facilitate and create the Big,

I think, is something that we believe in -- something I believe in,

and something that we kind of bring to life

I call this first chapter -- for the Brits in the room --

the "Blinding Glimpse of the Bleeding Obvious."

Often, the good ideas are so staring-at-you-right-in-the-face

that you kind of miss them. And I think, a lot of times,

what we do is just, sort of, hold the mirror up to our clients, and sort of go,

"Duh! You know, look what's really going on."

And rather than talk about it in the theory,

I think I'm just going to show you an example.

We were asked by a large healthcare system in Minnesota

to describe to them what their patient experience was.

they'd worked with lots of consultants before --

I think they were expecting some kind of hideous org chart

with thousands of bubbles and systemic this, that and the other,

Or even worse, some kind of ghastly death-by-Powerpoint thing

with WowCharts and all kinds of, you know, God knows, whatever.

The first thing we actually shared with them was this.

I'll play this until your eyeballs completely dissolve.

I think something happens. I think a head may appear in a second.

and they were all completely, what is this?

And the point is when you lie in a hospital bed all day,

all you do is look at the roof, and it's a really shitty experience.

And just putting yourself in the position of the patient --

this is Christian, who works with us at Ideo.

and, kind of, stared at the polystyrene ceiling tiles

That's what it's like to be a patient in the hospital.

And they were sort, you know, blinding glimpse of bleeding obvious.

Oh, my goodness. So, looking at the situation

from the point of view of the person out --

as opposed to the traditional position of the organization in --

And so, that was a really catalytic thing for them.

They said, OK, it's not about systemic change.

It's not about huge, ridiculous things that we need to do.

It's about tiny things that can make a huge amount of difference.

So we started with them prototyping some really little things

that we could do to have a huge amount of impact.

The first thing we did was we took a little bicycle mirror

and we Band-Aided it here, onto a gurney, a hospital trolley,

so that when you were wheeled around by a nurse or by a doctor,

you could actually have a conversation with them.

You could, kind of, see them in your rear-view mirror,

Very small example of something that they could do.

Interestingly, the nurses themselves, sort of, snapped into action --

said, OK, we embrace this. What can we do?

The first thing they do is they decorated the ceiling.

Which I thought was really -- I showed this to my mother recently.

I think my mother now thinks that I'm some sort of interior decorator.

It's what I do for a living, sort of Laurence Llewelyn-Bowen.

Not particularly the world's best design solution

for those of us who are real, sort of, hard-core designers,

but nonetheless, a fabulous empathic solution for people.

Things that they started doing themselves --

like changing the floor going into the patient's room

so that it signified, "This is my room. This is my personal space" --

was a really interesting sort of design solution to the problem.

So you went from public space to private space.

And another idea, again, that came from one of the nurses -- which I love --

was they took traditional, sort of, corporate white boards,

then they put them on one wall of the patient's room,

So that what you could actually do was go into the room

and write messages to the person who was sick in that room,

So, tiny, tiny, tiny solutions that made a huge amount of impact.

I thought that was a really, really nice example.

kind of, seeing opportunities in things that are around you

and snapping and turning them into a solution.

It's a history of invention based around this.

I'm going to read this because I want to get these names right.

Joan Ganz Cooney saw her daughter -- came down on a Saturday morning,

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【TED】Paul Bennett: Design is in the details (Paul Bennett: Design is in the details)

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