Action Pack
Service Design User Experience
June 2011
10 weeks
A service design project with Neurorehab Savär and the Rehab Station Stockholm, two neurological rehabilitation centers in Sweden. The project was meant to inspire healthcare providers on new approaches to neurological rehab.

Increase neurological diagnosed (MS, Parkinsons, SCI) patients´motivation in their rehabilitation process.

Based on findings from ethnographic studies, our team decided to focus on the later stages of a patient's neurological rehab experience, for its area of impact - where patients are most vulnerable to external forces.

The post rehab experience is an important opportunity to ensure that patients have the positive mental motivation and support necessary to reintegrate into society. Action Pack is a personalized service from the moment patients are prepared to graduate from their rehab experience. It combines internal network (family/friends/personal assistants) and external network (community) support that progressively adapts to develop a patient's motivation.

Collaborator: Maria Zenkevich

Design Ethnography and Expert Interviews
Contextual interviews and field observations were conducted to gain insights on the rehabilitation environment. We’ve interviewed nurses, staff members, patients, personal assistants and family members using various recording tools, such as written notes, video and audio capture, photography and sketching. Further information was gathered from role playing methods and a Day in the Life where we followed the everyday routine of a patient.
Day in Life and Role Play
We followed our patients to document a day in their life. We also role played to gain a better perspective of the difficulties of encountered being in a wheelchair.
Customer Journeys
From the design ethnographic research, synthesis was conducted to map out a customer journey for each rehab center was generated to compare and analyze the various problem areas encountered.
Cross Pollination Ideation Sketching
One of the ideation methods we used was, “cross-pollination” where three different established societal examples that dealt with a parrallel of the issues that patients and their families faced were selected to create a hybrid generation of ideas on how to improve the rehabilitation experience.
Co-creation Workshop
A workshop was held with the staff and patients of Rehab Station Stockholm. The results of the co-creation proved that the patient’s family needs more support and attention after the accident. It also showed that every patient is unique with the story that barely fits in the consistent pattern.
User Test
We evaluated our ideas and presented visualizations of the concept to three different users, refining them in between.

Target Segmentation
The user tests made it evident that the target segmentation was necessary to deliver a viable concept proposal because depending on the group, they have very different societal challenges.

Group 1. people who are in their early stages of diagnosis

"...people don’t see my disability. They don’t understand..." -patient with early stages of MS/Parkinsons

Group 2. People who physically display signs of disability

"People don’t see me, they see my wheelchair" -patient with later stages of MS/Parkinsons/stroke/SCI

We’ve selected Group 2 to further develop our concept because we felt the impact here was greater. The objective behind the idea is to build self confidence within the patient and integrate society into his/her lives. In order to make societal changes, one must first change one’s image to society, limitations are often set by the individual.

The final concept is called, “ActionPack- Be the change you want to see.” The objective is to change the perception of what is meant to viewed as “disabled”. We feel that this objective can be achieved through the establishment of a strong inner network (family and friends) and a connected outer network of people with similar interests and caring staff.

The concept developed focuses on the later stage of the neurological rehabilitation and the moments that follow rehab. The proposal is to increase patient participation through the introduction of fun and engaging game activities, face to face communication, personalized approach, and establishment of strong internal and external social networks to inspire patient motivation. The emphasis here is that rehab stretches beyond graduation from the facility center.

The following quote was from one of our interviewee who described how her wheelchair is only a form of trans-portation and that people should see her for who she is. It is a brilliant quote that metaphorically describes our objective with ActionPack, we want neurologically diagnosed people to have a positive perspective.

"Think of disability as a backpack that you cannot take off. If you have a backpack, you can put whatever you want in it - it can be good things too."

service blue print
Service Blueprint
The following service design blue print outlines what the communication channels would look like during the patient journey. (Click for full .pdf)