Clients count on us to be smart, daring, and responsible.   We untangle complexities and challenge conventions, and we’re as concerned about the business aspects of our solutions as we are about the creative.

The Healthcare IT Series: Medical User Interfaces – it ought to be about engagement

Bridge Design  |  Mar 07, 2012  |   Comments (0)  |   Trackbacks (0)  |   Permalink
After Bridge’s recent highly-attended webinar “Easier-to-use UI,” Bridge Design President, Bill Evans will be presenting a similar topic about the diverse usability and customer appeal challenges of medical UIs at the Silicon Valley Forum Healthcare IT Series on March 13, 2012.  Participants will come away with a new perspective on what it takes to design medical UIs and actionable ideas to tackle their own UI challenges.

This is likely to be a lively interactive presentation as Bill is presenting alongside Dr. Justin Graham, M.D., M.S., the Chief Medical Information Officer at NorthBay Healthcare which is a two hospital healthcare provider in Solano county.  Justin will bring a healthcare provider perspective to the discussion on what is likely to be an interesting debate about various needs on medical UIs to improve the quality and potentially lower the cost of care as well as engaging healthcare professional and patients more in the process.

Location: DLA Piper
2000 University Avenue East Palo Alto, California 94303-2214

Agenda:
6:30 - 7:00 p.m. Registration / Networking / Refreshments
7:00 - 7:15 p.m. Announcements and Introductions
7:15 - 8:30 p.m. Presentation and Discussion
8:30 - 8:45 p.m. Wrap-up / Networking

Cost:
$20 at the door for non-SVForum members
No charge for SVForum members

www.svforum.org/healthcareIT

If you are a UI device developer or a healthcare professional with some pet peeves about the devices you use, please contact HealthcareITsig@svforum.org to address your issues during the Q & A.

Easier-to-Use UIs: How to win approval from users-and the FDA

Bridge Design  |  Jan 17, 2012  |   Comments (0)  |   Trackbacks (0)  |   Permalink

Bridge and Design Science jointly present a Qmed webinar on February 22, 2012 11 am PST/2 pm EST.  Diana Greenberg, Bridge's Director of User Experience and Design Science Principal & Founder, Dr Stephen Wilcox will draw on their considerable experience in designing easy to use, engaging and safe user interfaces for medical products to lead a discussion about what it takes to develop such interfaces.

Your customers have told you that your next-generation medical device must be easier to use and you’ve heard about the new FDA human factors testing that might be required.  You know you’ve got to have some kind of information display, and now you're ready to move towards creating that highly-desired, simple, engaging, and FDA approved medical user interface.  This webinar covers the fundamentals of how to go about creating such an interface and how to smooth the path through FDA HF testing.  Two companies, Bridge Design and Design Science, each with great expertise in their respective fields (UI design and human factors), will explain and illustrate how to:

  • Understand what your specific users and stakeholders mean by "ease-of-use"
  • Appreciate the fundamentals of good usability
  • Know the criteria to help you choose the right style of interface (e.g., touchscreen or soft key-based, or using other input devices)
  • Understand how to integrate a UI into the other components of your medical device or system
  • Create that customer-appealing interface
  • Develop an optimal prototype-test-iterate process with your users that will validate its usability and smooth the path to regulatory approval
  • Deliver the UI to the software development-team in a simple and clear way that is as easy to implement as possible
 Attendees of this webinar will get immediately actionable ideas on all the above topics as well as access to downloadable articles and whitepapers that provide data and further explanations of good practices and processes.

Bridge Design’s Director of User Experience, Diana Greenberg, and Design Science Principal and Founder, Steve Wilcox, will provide the core content of this webinar.

Some related items:
-These articles are from MDDI in May & July 2007 and outline Bridge's approach to designing medical UIs.
"Design Research Part 1: Creating Better User Interfaces"
-A workshop session on touchscreens from Design & Manufacturing Conference 2011 chaired by President of Bridge Design, Bill Evans.  

Some examples of our UI work:
  • Cozmo Insulin Pump: Sets the standard for ease-of-use in this category.
  • Solis
  • AcelRx NanoTab PCA .  This recently announced delivery system integrates RF tags and a small colored screen into a small delivery device that enables secure and safe drug delivery.  




Bridge Design to lead all day workshop about Touchscreen Interfaces

Bill Evans  |  Aug 24, 2011  |   Comments (0)  |   Trackbacks (0)  |   Permalink

If you are just beginning to think about using a touchscreen or if you already started down the path and want expert guidance, then visit us at this year’s Design & Manufacturing Midwest 2011 Conference on September 22 in Chicago. My colleague Diana Greenberg who heads Bridge’s User Experience practice and I will be leading this session. In it you'll get to understand the most crucial aspects of what you'll need to know to make the right decisions about the technology, design and development issues of bringing this great user experience to your customers. 

Also speaking is Steve Wilcox, Founder and Principal of Design Science, a Bridge partner who has worked with us on several occasions assisting with the Human Factors aspects of UIs.  He is speaking about Fitting Touch Screens to Your Users.

Bridge is also pleased that several other leading experts are working with us to make this a very informative session – see the conference agenda here for more details and the other speakers. 

The session runs on Thursday, September 22nd from 9 a.m. to 4 p.m., with a 2-hour break for lunch and networking. Join your colleagues and register today to gain new insights and practical information you can immediately apply to your job responsibilities!

Register by August 26th to get the early bird discount.  Click here for more registration details. 



A recent touch screen interface for ICU blood glucose monitoring developed by Bridge with IntelliDx.




If you are interested to learn more about Bridge's approach in creating highly usable UIs prior to this workshop, see this article Bridge wrote that outlines our approach. We've refined our process quite a bit since writing this article in 2007, but it does explain the basics and has some great information on smoothing the path of how your UI will undergo scrutiny with the FDA.


 

1960 Decanter Design video

Bridge Design  |  Aug 06, 2010  |   Comments (0)  |   Trackbacks (0)  |   Permalink
As one of the younger designers at Bridge, and a person who remembers very little prior to the mid
1980’s, I have come to take certain things for granted. As a member of contemporary society, the
internet, e-mail, and advanced computing have become so ingrained in the fabric of everyday life
that I often forget to take a step back to appreciate and even stand in awe of the modern
conveniences that make life, and more specifically, work, so efficient and, in some cases, much
more painless than they would be otherwise.

Once in a while I stumble across a reminder of how daily life would be without many of the
technological advances that have become so ubiquitous in my work day.  The short film
“Design story: The Decanter” created as a promotional video for the design firm Landor & Assoc. in
1960 is one such reminder.  As I watched this film I was amazed at the amount of effort and the
laborious steps that went into the design of a simple whiskey decanter.  Even as a student, with
limited resources and finances, I was afforded many more luxuries than the professional designers
of that era.  As each scene played out I could list in my head numerous modern tools at my
fingertips that the designers at Landor had no difficulty doing without.  Looking at the totally
analog, manual design process in this video, I can appreciate the great skill and craftsmanship that
was a standard part of industrial design 50 years ago.

I do recognize that some legs of the design process have changed very little since the time of this
film, but with the introduction of such technological advances as e-mail, 3-D CAD, and rapid
prototyping these processes have become less cumbersome and much more streamlined.  My hat is
definitely off to the designers of the 1950s and 1960s.

Enjoy the video.




-Chris, Senior Industrial Designer

Welcome to Bridge’s new website

Matt Presta  |  May 13, 2010  |   Comments (0)  |   Trackbacks (0)  |   Permalink

Finally our new web site is up and running – thanks to considerable efforts by our ID Director Matt Presta and our Marketing Assistant Caitlin Clarke.  We should also thank our web developer and host Level9. The new site will allow us to update and add new projects much more easily as it has the latest in content management systems to make this easier.  Thanks for visiting and come back as we will be adding new content regularly.

Bill Evans President Bridge Design

New Video for CADD-Solis Infusion Pump

Matt Presta  |  Feb 24, 2009  |   Comments (0)  |   Trackbacks (0)  |   Permalink
We created this one-minute video about our work on the CADD-Solis Infusion Pump. Take a look:





Bridge collaborated with Smiths Medical to create the next generation of Smiths' flagship ambulatory pain management pump. The CADD-Solis pump is designed to deliver pain management drugs safely and effectively. Click here to visit Smiths' website.

The project was the result of researching the needs of each set of stakeholders who contribute to pain medication delivery, from hospital risk managers, to pharmacists, to the doctors and nurses who program the pumps. Bridge's role focused on the design research, user interface concepts, GUI graphics and industrial design of the pump itself.

cadd-blog-copy

CADD-Solis: Improved Features

Three main new user features were created for CADD-Solis:

  1. The pump's user interface is designed to reduce medication errors as well as greatly simplify and shorten the time it takes to set up a new patient and modify pump settings. The UI is simple, intuitive, and task-oriented. The on-screen graphics are designed to help make it informative at a glance and provide tools for clinical assessment.
  2. The improved remote dose cord is ergonomically designed to sit much more comfortably in the hand of a potentially sleepy patient. It also offers greater ease-of-use for those patients who cannot comfortably use their hands.
  3. The medication cassette can now be changed using only one hand, instead of two hands as was previously required.

How CADD-Solis Works

The CADD-Solis system provides a framework that is customized by the hospital. Using PC-based CADD-Solis Medication Safety Software, the hospital creates a customized library of therapy protocols. A therapy might be named by route of delivery, further defined by a qualifier such as patient age and condition, and finally associated with the drugs selected for the protocol. The therapy protocol library is downloaded to all the CADD-Solis pumps in the hospital. The pump user now has a simple and effective way to administer medication.

To set up a patient for drug delivery, the user steps through a sequence of three questions. Only a limited set of safe choices are available at each step during programming, based on the therapy protocol selected. Once a protocol is selected, the user can adjust delivery parameters only within predetermined safe limits. Click here to visit Smiths Medical's website.

The Greening of Medical Product Design

Bill Evans  |  Aug 01, 2008  |   Comments (0)  |   Trackbacks (0)  |   Permalink

This article was originally published in MDDI on August 2008.


OEMs should know how to make medical device products more sustainable.

The green writing is on the wall: it is time for medical manufacturers to consider the sustainability of their products, packaging, and production processes.  In the consumer world, Wal-Mart is undergoing a major effort to adopt sustainability and even hired the ex-head of the Sierra Club as a consultant on this topic. Clorox recently announced its Green Works line of greener household cleaning products.  Companies with a strong presence in the medical field like Kimberly-Clarkand Philips have long been addressing the problem.

This author’s interviews with medical product consumers around the country have revealed concerns about sustainability. Consumers consistently bring up the topics of global warming or green in discussions about new products that, as recently as two years ago, would have been solely focused on efficacy and usability.

Even if you are not doing something about getting greener, your customers are. Alegent Health, a company with nine hospitals and 8600 employees, has recently named a vice president of sustainability.  When faced with a choice of medical products of similar cost and efficacy, it is likely that customers will purchase the greener product, especially if manufacturers have added green to their brand attributes in a way that customers see has real meaning.

Sustainability broadly means considering the environmental effect of a product throughout its life cycle, not just in its creation and initial use. And it is a daunting topic for the uninitiated.  Although RoHS and other legislation in Europe have brought some sustainability issues to the forefront, it is understandable that many medical manufacturers have been reluctant to embrace sustainability. The device industry is notoriously slow to make changes. In addition, the industry is sometimes exempted from the legislative restrictions required in the consumer marketplace and is therefore less likely to pursue such change. Further, sustainability has an image of increasing costs.

The good news is that there is a lot of low-hanging sustainability fruit that can be harvested by applying common sense principles and a sustainability-conscious eye to the product life cycle.

This article presents practical advice to designers and manufacturing engineers about how to improve the sustainability of device products. Be prepared to besurprised, as have many in the consumer world—you might just find out that it makes good business sense too.

Start Here: Map the Product Life Cycle
Understanding how manufacturers can use sustainability requires mapping a product’slife cycle. This includes raw material extraction; all processing and manufacturing; actual use; and disposal, reuse, or recycling.

Creating a sustainable product is an attempt to reduce the environmental footprint at each stage with some kind of change. Changes do not have to be massive to have a positive effect. For instance, Philips Healthcare considers a product a Green Flagship if it achieves 10% improvement over its predecessor or competitor. A review of Philips products with such status indicates that most achieved improvements in the 25–35% range.

OEMs usually focus on improving efficacy and usability, and minimizing trauma and cost. Like these factors, sustainability has the biggest influence at a product’s conception.  Many sustainable qualities of a product are baked in during the innovation and design stage.  

For medical products, the business model is also important. For example, a one-time-use disposable consumes more resources than a reusable product. Of course there may be clinical, product, or sterility issues that require disposability. Because of such factors, the approaches to sustainability from the general consumer or industrial world do not always translate well to medical products.

Quantifying Design Alternatives
Once a specific device’s life cycle is understood, an OEM can begin identifying the places to lower its environmental impact. The team should quantify the effects of various choices.

One way of enumerating a particular design’s effect is to use software such as Life Cycle Assessment (LCA). This software draws on carefully researched databases, allowing manufacturers to estimate the effect of one type of plastic over another, the weight and material type of packaging, or shipping options.  Leaders in LCA software are European companies with products such as SimaPro and GaBi. 

Although large companies may already own such software or think nothing of purchasing it and training people on how to use it, the software may not be the right place for most device manufacturers to start.

Hans van der Wel, Philips Healthcare’s manager of ecodesign and sustainability, helps run its Green Flagship program. He says the best method for starting out is to “keep it simple. Start with a spreadsheet based on simple indicators. We call ours green focal areas [and] include qualities like the amount of materials, energy, and hazardous substances used.” He says it took Philips 10 years to get to its Green Flagships program.

Example: An RF Surgical Tool

An example product demonstrates how device designers might approach sustainability. A product system includes a disposable and an energy-supplying console.  The following section explores the effects of changing these system elements, which are typical to many medical products.

In evaluating the effect of the various components that make up the whole product, designers need to use real impact data. The LCA software makesfinding data easy. It is probably the best long-term tool, but it requires a commitment of money and training that might slow initial efforts. Alternatively, the Okala Guide is inexpensive ($12) and has a useful table of impact factors that covers common materials and processes. It is used in this example.  The Okala guide combined with a simple spreadsheet may be good tools to get started.

To make this example easy to understand and illustrative of the kinds of improvements possible, not every material or process is compared. In some places, system elements are combined and given overall numbers to ease the reading of the tables.

The analysis focuses on areas in which manufacturers can have the most influence.  In practice, when you consider the whole product, the actual impact reduction achieved might be lower than the numbers shown here. However, on an established product, an overall 20–30% reduction is relatively easy to achieve.

Product Description. A hypothetical radio-frequency (RF) tool for clamping and cauterizing surgical wounds is being considered for redesign. The company hopes to improve sustainability.  The product is a system consisting of a disposable handpiece and an RF energy generator and controller.

The Disposable Handpiece: Consists of a plastic-and-metal handle with integrated mechanisms that provide mechanical advantage to the surgeon’s grip during the procedure, and a wiring harness to connect to the console. The handle is currently single-use (all parts) and is contained in sterile packaging.  It is manufactured at one location but used in all major global markets.

RF Energy Generator and Controller: Consists of a piece of capital equipment that is a power and control source for the disposable. It is based on five-year old electronics and display technology, has no field-upgradable features, and is intended to last five years. The console is built into its own hospital cart.

Two levels of improvement are considered: first, a few options f or redesign of the disposable, and second, a redesign of the reusable energy-generating console. To begin, readers should understand the existing product’s ecological footprint to accurately compare new design approaches.

Calculating the Footprint.

Everything that is used to make, use, or dispose of a product is scored based on its environmental effect. This is calculated using a rating called impact factor.  Impact factor numbers have been gathered or researched and reduced to a standardized unit by an agency such as the makers of LCA software or compiled in resources such as the Okala guide used here. This factor is based on how the particular parameter is used in the product (e.g., per lb material, kWh of energy, tn/miles of transportation, etc.). Totaling the scores yields an overall product rating. In this example, units are in Okala milli points. Impact factor units must be the same for all contributors. Values from sources that do not share units cannot be mingled.

The RF device example looks at the effect for the entire life of the product—about five years. During this time a typical user buys one console and uses 10 disposables per week, yielding a use of 2600 disposables per console lifetime. This means that of the roughly 212,000 impact points, the 2600 disposables used over the product life contribute about 196,000 points. It is important for designers to consider the overall system usage, not just individual parts, in evaluating and comparing the various redesign choices. With this calculation in mind, consider the following possible changes to the hypothetical product.

Scenario 1—Make the Disposable Part Weigh Less (console unaffected).  This scenario simply considers using improved design optimization tools such as finite-element analysis (FEA) to reduce the material needed for both the plastic and metal components (without compromising function).

A slight weight reduction has various virtuous effects. Less material is used, which reduces environmental impact.  In addition, lower material cost helps offset the increased design and validation costs of a lighter handpiece.  Packaging can also get a little lighter to reduce shipping cost and impact.

A modest change to the product, requiring no major changes to the way it is made or used, yields a small but meaningful 6% reduction in impact over the product’s life.

Scenario 2—Make the Disposable Weigh Less and Enable the Wiring Harness to Be Reusable 20 Times. The development team notices that almost half of the disposable’s impact comes from the copper wiring in the leads that connect it to the console. The leads are redesigned to be sterilized and used 20 times instead of just once. The copper content remains the same, but the insulation needs to be beefed up to make the parts rugged enough to withstand reuse.  Also, now they will not be packed with every disposable but instead be shipped one set per box of 20 hand pieces. Overall, the product and packaging are lighter, further reducing impact score. A factor must be added for the sterilization by the hospital. 

Reusing the wiring harness has a very significant effect. Now the impact is reduced 44% overall from the original product. This redesign does, however, require a change in how the product is sold (box of 20 handpieces with just one wiring harness enclosed) and in how it fits into the hospital’s overall workflow. Hospitals must sterilize, manage, and inventory a wiring harness for 20 uses. But copper is also expensive, so now the cost to provide the function of 20 handpieces has decreased. Such savings could be passed on to users in exchange for the task of sterilization, without negatively affecting the manufacturer’s profit per handpiece. It is a balancing act, because the cost of sterilizing at the hospital may outweigh any savings.

Although the market may not yet be ready to make such a change in how it handles wiring harnesses, the example shows how such a change contributes to making the overall system green.  As some large hospital groups become serious about being more sustainable, they may be prepared to make these kinds of changes in the near future.

Scenario 3—Build on Scenario 2 by Redesigning Electronics and Choosing Lighter Materials for the Enclosure.  Now the development team turns its attention to the console and notices that the energy used while the machine is on (usually for a four-hour procedure) affects every disposable. Modern electronics are not only RoHS compliant, but also offer a more efficient package in terms of PCB size. Furthermore, new electronics consume half the energy of older electronics (due to improved sleep modes between uses during the procedure).  Now that the console is smaller, it can be built into a lighter, portable enclosure, rather than integrated into a heavy cart. Such changes have a significant effect on both disposable and capital system elements, and yield an overall 52% reduction.  Notice that if further changes are made to the console electronics to reduce copper wiring by 20–50% (perhaps by some novel pulsing technique or a change in the frequency of the RF), it would further improve the product’s impact score.

A simple spreadsheet scenario like the tables allows a team to see possibilitiesfor redesign. This is obviously a highly generalized example. Only your technical and marketing teams know where the opportunities lie for your specific product in its clinical efficacy and marketing acceptability.

The Disposable Matters More
In this example, it is assumed that 10 disposables are used per week per console—not an unreasonable assumption for this kind of surgical tool. As noted, this means that over a five-year design life, 2600 disposables are used.  Therefore, even a small improvement in the disposable has a magnified effect.  By contrast, if the design team halves the impact of the console it hardly reduces the system’s overall impact. Designers must consider the effect of the whole system’s use.

Although the case study shows that focusing the redesign effort on the disposable has the most affect on environment, there are still things the manufacturer can do to the reusable portion of the product that can further reduce its impact. In the example, 50% more efficient electronics in the RF energy generator lowered the energy portion of the product’s impact 2600 times because each use of the disposable cost 50% less energy.

Conclusion
This exercise shows how changes such as lowering energy use through a better sleep mode for the console can have a greener consequence than, say, using a lighter plastic on the enclosure.  It’s not always the obvious changes that have the most benefit, and unfortunately, finding the changes that have the greatest potential are not formulaic. Each product will have very different aspects that must be rethought.

Perhaps as an industry we need to reconsider what it means to be green.  As Wendy Jedlicka, a sustainable packaging expert, puts it, “The idea that you have to wholly embrace eco like a religion is shortsighted and frankly not sustainable. We need to get everybody doing a little bit of something to mitigate what we are doing right now; then we can keep improving.”


Reference
1. Philips Medical Green Flagships [online] (Amsterdam [cited 28 May, 2008]); available from Internet: www.medical.philips.com/main/company/sustainability/
green_flagships. 

Design Research Part 2: Refining User Interfaces

Bill Evans  |  Jul 12, 2007  |   Comments (0)  |   Trackbacks (0)  |   Permalink
Once a design team has a few ideas for a design, it’s important to get user feedback and translate it into the final UI specification.

New technology is the driving force behind many innovative medical products. But often, the opportunities created by technology also require increasingly sophisticated user interfaces (UIs). This challenges the design team to create the most usable product possible. This is the second of a two-part article that explains how a creative process driven by design research is critical to product usability. This approach can apply to ergonomic challenges, such as establishing the best handpiece for a new surgical tool. However, this article focuses on graphical UI challenges. The first article, published in the May issue of MD&DI, described how to conduct the initial part of the design research and how to use what is learned as a stimulus to create a number of ideas.  The next step is to take these ideas back into the field and turn the feedback into the final UI specification. It is also necessary to consider FDA requirements for research and documentation for good human factors design.

Taking Concepts Back to Users
The lessons that can be learned from taking the preliminary ideas back out in the field are somewhat unpredictable. However, learning about the unpredictability is the point.  

Product developers who are immersed in the intricacies of their new product ideas like to think they have a good gut feeling of what users will prefer.  Users, of course, often see it differently and have a way of surprising designers.  It’s much better to discover these differences early, with inexpensively produced mock-ups, storyboards, and interactive demos, than to take ill-conceived ideas all the way through to commercialization.

Mike Higgins, PhD, senior director of program management at Pelikan Technologies (Palo Alto, CA), recently managed a project to create a UI for a handheld patient-monitoring device that uses his company’s novel blood sampling and measurement techniques.  “We employed user research to make design decisions that are based on data rather than on opinion,” he says. “User research allowed us to measure the fit between design alternatives.” And what he learned in the field brought some surprises. “Our chief design goal was simplicity. The surprising finding of our user research is that what we thought was a simple user flow was not always the case.” He believes that if the company had not conducted user studies, the device would have been safe—but usability problems wouldnot have been discovered until the device was in the marketplace.

There are strategies to structure the feedback-gathering exercise so that it elicits some of the more subtle responses. Let’s say some kind of patient monitor is being developed. Its main function is displaying instantaneously the value of vital signs. New technology has created an opportunity to add value to the way the information is presented.  For instance, trending, event logging, or sophisticated signal processing could all be used to present data that could improve patient care to healthcare professionals. Before they actually see the concepts, users may say that trending is of low interest. But when users see what the trending looks like on a mock-up and realize that new ways have been created to analyze the data, they may change their priorities.  They may be able to revise how they would interact with the product if it had this feature. Of course, the research may also show that features that seemed like good ideas to a development team do not appeal to users.  

A typical UI test setup consists of a laptop and two video cameras. One captures the general view of the userand facilitator, and the other looks over the shoulder of the users as they attempt to navigate the UI. After a brief, nonleading introduction to explain the context of the product being tested, the UI interaction can begin. (It is also a good idea to use the introduction to probe users about what is on their minds as they carry out the therapeutic or diagnostic routine.)

As described in the previous article, it is best to create two sets of props on which users can comment. A functioning,interactive mock-up can be created that will run on a laptop computer.  It focuses on the interaction design aspects of the interface (button presses are usually replaced with mouse clicks).  Typically, this UI mock-up is presented larger than full size, so that users can focus on functionality rather than legibility. Doing so also makes the buttons larger and, therefore, easier to press with a mouse. A second prop consists of a few sample screens that are presented at the final intended size, either on a handheld product like a PDA or on a laptop. These screens should have a more refined visual design to enable feedback on the appearance of the display; however, they should not be interactive.

Using the first prop, tell users only basic information, such as how to press buttons with the computer mouse rather than with their fingers, and see how they do when they try it. Initially, say nothing. See how far they get and note their comments. Ask them to report what they are looking at before or after important transitions in the UI.  Ask them to report the on-screen data or what the screen is showing, for example.  As they explore more, ask them to execute tasks such as finding the hourly trend graph or setting an alarm condition. These questions will quickly reveal how well or poorly the interaction is working.

Once the interactive portion of the test is completed, show users a morerefined visual design of the UI at full size. Again, listen for comments and observe before prompting the users about the specifics of what they are looking at.

Because more than one idea will be shown to users, it is important to vary the order in which examples are shown. When users are naive about the UI, first impressions are critical. Try to show each UI example first an equal number of times to the various subgroups of potential users. Do not just randomly mix the starting idea. 

The ideas shown should span a wide variety of possibilities, and the observers should watch how users respond. Prepare to be surprised and to listen hard when it does not go the way you expected. Rhall Pope, vice president of R&D at Smiths Medical (St. Paul, MN) has learned to expect the unexpected on UI development projects. “Some of the more advanced ideas we have shown proved difficult for our potential customers to connect with,” he explains. “You try to probe further to find out why a feature that looked like it was addressing one of their articulated desires is not connecting."  

Acting on the Feedback 
When a team reconvenes to consider what it has learned, it will usually find that one of the concepts has quickly risen to the top. But often the others have aspects worthy of inclusion. For instance, one of the interaction designs may have been the best received, but users may have preferred a different emphasis or order of information shown. The visual designs that were reviewed may have a clear favorite. But the review may also have shown which visual elements were communicative, which were confusing, or which were disliked for aesthetic reasons. It is also likely that examining how users navigated through the UI (unprompted by the facilitator) will expose places where it is not working well. From all these qualitative data come clear directives that can be passed along to a smaller subset of the team that will refine the chosen UI concept.  

The interaction design and visual design must be refined together. When combined well, the UI may not really require a user manual (although one will, ofcourse, have to be created). UI designer Brad Rhodes, principal of EudesCo, a visual communications firm based in San Francisco, notes, “Either a user understands how to use a product prima facie or learns through doing and interacting with it. The visual design should facilitate this learning either way.”  

Depending on how much a final concept varies from an initial one, it may be wise to take an interactive version of the final concept back into the field before software coding begins in earnest. This UI test might go to a more limited number of users, such as a particular subgroup of the original group that found the first concepts harder to understand.

UI Refinement and Full Specification Creation

The final specification to pass to the software team should chart the user flow diagrams. These diagrams describe the interaction and how the visual and sound assets fit into them. It is usually a fairly lengthy document. It should be illustrated heavily with the intended graphics, rather than simply referencing a long list of graphic files.  If possible, a final interactive demo should be created; it does not need to cover the entire system flow—it should just give a flavor of the UI. Such a demo can be useful to show senior management to get sign-off on the chosen UI. In addition, expect to continue designing even during the final specification documentation phase. “There are always some surprises late in the process as you are figuring out all of the little details,” says Rhodes.  “Assuming the designers have done their job well creating a visual language, the refinements or variations should come easily. It’s just a matter of extending or applying the language further to meet the need.”

A Sample UI Development
What follows is a UI development plan that takes into account FDA requirements for UI development. It focuses on tasks and challenges faced in the early stages of development. These stages begin prior to concept creation; span concept creation, development, and testing; and continue through concept refinement.

Prior to Concept Creation.  Before you create actual interface concepts, stand back from the product. Bring in someone familiar with the clinical issues.  That person should consider not just the obvious intended use, but also possible errors, their potential effects, and suggested ways to mitigate them.  This can be done before a button layout or even a display type is chosen. This big-picture view of possible hazards will help point out traps to avoid later.

This is also the stage at which immersing the team in the environment and concerns of the users is invaluable.  Doing so can help the team catch some of the subtler errors that might otherwise only be exposed very close to market release. For example, a product may display a vital-sign parameter for use in an ERenvironment. Taken on its own, a design team may not have considered the color of certain data important (notwithstanding the usual concerns about red, green, and amber).  The design research may have exposed that the equipment is likely to be used in conjunction with other vital-sign monitors. Confusion could arise if a monitor from some other medical device typically displays a number similar in value to yours in, for example, the color yellow. And confusion between these values might lead to a bad clinical decision. This concern could be logged into an early hazard analysis, alerting the team to this potential confusion and suggesting that the concepts aim to mitigate it.

Another common concern is the location and shape of on-off switches in relation to start-stop functions on a product. The start-stop function may relate strongly to a programming screen. Meanwhile, the on-off switch may be considered a must-have requirement that does not relate to the display. But if a user confuses these two buttons, perhaps because of proximity or ambiguous legends, then an error could occur. For example, the final button press on a UI might be to initiate the dosing of a lifesaving drug with the start-stop button, saying “Press start to begin treatment” onscreen. A nurse less familiar with the device might mistakenly press the on-off button to start the treatment, toggling the pump off.  Distracted by another emergency, the nurse might fail to notice the screen asking for confirmation to turn off the pump, and walk away from the device leaving the pump, the dose, and the patient hanging. Devices have been recalled from the market as a direct result of simple button-placement errors like this. Once the design team understands this possibility, it is much easier to design around it to minimize the likelihood of errors.

Concept Development. During the concept development phase, focus on hazard mitigation. The customer requirement goals and the desire to make the UI as intuitive as possible are pressing concerns at this stage. In addition, the team should consider specifically how it will mitigate the issues exposed by preliminary review of potential errors.  Also, plan the props that will be used in initial field testing to give a better understanding of how well the mitigation strategies are working.

Preliminary Concept Testing.

The design research approach recommends taking two or three concepts out to potential users to elicit feedback. It is not necessary to exhaustively test every button press or draw up a detailed failure modes and effects analysis (FMEA) of these concepts. This is the beginning of a discovery process that has many checks and balances built into it. The goal in early concept testing is to catch the large potential errors and establish which UI works best for potential customers. However, it is important to test the parts of the UI for which the team has identified potential hazards and see whether the approaches to mitigation are working. Using the example cited earlier of the color of the display, the team may test the concepts as follows.

Expose users to a data display of various colors that are deliberately different from other equipment. Note how accurately the numbers are read. After an initial response, the facilitator might show the subjects examples of numeric displays on the test UI in scenarios adjacent to other equipment. (In that case, it is suspected there may be an ambiguity.) Again, take note of how accurately the numbers are read and of any user comments. Finally, the facilitator might ask the users whether there was a possibility of confusing the test product’s data display with any other equipment. Note that this leading question should be left until last to avoid biasing the earlier tests.

It’s also important to note that once the UI is fully implemented on the final product, it must be demonstrated that real users are able to perform tasks safely as intended in a working environment that simulates the real thing. In preliminary testing, as few as six users of a particular kind (e.g., doctors, nurses, elderly or young patients, etc.) will give an excellent sense of how the UI is working. However, a statistically significant number of users will have to be tested in the premarket validation studies (20–50 or more, depending on the product). In those studies, the UI will be tested on the actual product rather than on a simulation.

From FDA’s perspective, the analysis and preliminary testing that are done in design research are early forms of verification.  FDA defines verification as “confirmation by examination and provision of objective evidence that specified requirements have been fulfilled.”  In other words, the UI must be analyzed based on previous experience of what makes for a good interface in the use environment. (This is sometimes referred to as a heuristic analysis.) From this initial verification work, the development team will be in a good position to choose the best concept.

Choosing the Concept to Refine. Review the field test findings in parallel with the team’s early hazard analysis.  From the findings, it is possible to judge which interface approach is most intuitive and helpful to users, as well as which deals with potential errors best. However, the more usable interface still may not address all the errors that have been identified. Before choosing a concept to refine, try to resolve those issues, advises Robert North, PhD. North is chief scientist of Human Centered Strategies (Colorado Springs, CO). “It may be that preliminary testing or early prototype concepts do not adequately demonstrate that you’re going inthe right direction, or the risk analysis may show a remaining problem area regarding potential use error,” he says. In those cases, a team should resolve those issues in simple early concept models before launching the software development process.

The more serious potential problems may need further design iterations before moving on. If less-serious issues remain unsolved, the team can still move the project forward to refinement with the understanding that it still has some potential errors. The important thing is to log these hazards, create a plan for how they will be mitigated, and test those mitigations as the project moves forward. For example, testing may have shown that one of the concepts was the strongest in terms of usability, but that deeper into its layers of interaction, users had some problems setting and understanding some alarm conditions. The team cannot solve everything all at once. “Knowing where you’re heading in terms of increasingly tighter and tighter validation is good,” North notes. “Just remember to keep the analysis at an appropriate level for where you are in the conceptualization process."

Overview of the Remaining Stages.  Once the team completes the design specification, considering risk management as well as usability, the actual product software is written. The software should combine the human interaction flows and the visual assets into a working UI. Once integrated, the product can move to more-specific usability testing.  Such testing is governed by maturing design-control documentation that includes detailed FMEAs and a rigorous task-analysis process. “This involves documenting the user steps through the UI, whether normal or emergency interactions, that dig as deep into the interaction as the team sees as relevant to this analysis,” explains North. “For every action in the task analysis, even if it is not something you observe, use errors should be postulated as ‘what-if’ statements regarding the inability of the user to sense and process information or carry out an action.”

Next, a plan should be devised that will test the UI generally and probe for potential errors uncovered in the task analysis. The tests should be performed in as close to a real-world situation as possible. This testing will almost always expose design issues; they cannot all be eliminated. FDA allows for many ways to mitigate such issues, including labeling, user training, or simply tracking actual occurrences after market launch. The method chosen depends on the severity of the error and the ease with which an error can be designed out (rather than being mitigated).

The key to meeting FDA requirements is to have a good process. “The scenario you are trying to avoid is having a device go to market and without all the use errors being identified, or having a process for doing so,” says North. Then, if the device causes harm to a patient because of use error, FDA will ask to see the process by which the design team might have identified this error. And if you can’t show the agency your process, your process will be in question, he says.

Conclusion

The least expensive time to design quality into and errors out of a product is during the early concept generation stages. The simulation tools and design research method described in this article are a cost-effective and quick way to start a UI project on the right footing, before software coding begins in earnest. The key to this approach is not just about listening to users. Rather it’s about how a development team creatively incorporates users into the design innovation process. Users will not tell you how to create the next generation medical UI. The process is not going to be purely scientific—you still have to rely on your experience and knowledge.



Reference
1. Code of Federal Regulations, 21 CFR 820.3. 

Design Research Part 1: Creating Better User Interfaces

Bill Evans  |  May 29, 2007  |   Comments (0)  |   Trackbacks (0)  |   Permalink

Successful medical device OEMs recognize the importance of an early and extensive partnership with potential end-users.

As the potential of the technology that goes into medical pro ducts grows, so does the need for product design features that make them accessible to users. 

The drop in cost of both processing power and high-resolution color screens, for example, means they are finding their way into many areas of healthcare. At the same time, the typical medical device user in the developed world is routinely exposed to sophisticated consumer user interfaces (UIs).  Products like Ti Vo, iPods, cell phones, Apple computers, and Microsoft Windows have raised the bar in terms of consumer expectations. Consumers now have an idea of how easy it can be to interact with a piece of complex technology.

The consumer devices mentioned h e re have been designed for a broad user base—from ages 8 to 80 is a common goal. But medical products are usually designed with a specific group or groups of users in mind. How can product development teams design UIs that really resonate with their particular customers? A truly great UI allows a user to more effectively exploit all the sophisticated features the design team slaved over to give the product a competitive advantage. An intuitive UI matches a user’s mental model of what they need to do to operate the device with how the device actually works.

Manufacturers can use design res e a rch to create better UIs. This article addresses how to conduct the early research and create concept UIs. The second part will explain the process of taking these concepts back out to users. It will also address how development teams can lay the foundation to meet FDA requirements for usability and good human factors design and the validation process.

What is Design Research?
Design re s e a rch is a kind of market re s e a rch that leads to the specification of the product design, and it is performed by a design team. Rather than passive data collection, design research entails an iterative process of criticism and refinement. An initial discovery period searches for design issues out in the field. Next, potential solutions are brainstormed, and finally the design team re t u rns to the field.

It is important that the design team partners with users. More- traditional forms of market research, such as large-scale quantitative methods, may help a manufacturer choose areas that a re ripe for new product development. But design research will help OEMs create a market-winning UI.

Not Your Usual FocusGroup Research
The early discovery phase must bedone carefully, with a focus on gathering qualitative data. It’s important not to become a slave to the numbers, nor to fall into the trap that is set by many a focus group session. Potential customers are notoriously good at commenting on what has been and are poor at seeing what could be. A major challenge facing any device firm aiming for a better product is how to listen for what customers really want in a nextgeneration product.

Rhall Pope, vice president of R&D at Smiths Medical (St. Paul, MN) faced this dilemma when Smiths decided to enter the insulin pump market as a newcomer in 2002. “Because users of existing products are familiar with the way those products work, it is very hard for them to tell you what they want, unless you change the whole framework of how you ask the questions,” he explains. “In most cases, they have a hard time thinking the product can even be different.  So what early design research does is help the team to think outside an existing product model or market perception of what a product should do.” Rather, he says, it uncovers the value of the product to the end-user.

When Pope’s team was developing Smiths’ new insulin pump, design research uncovered several alternative user interface approaches. Each of these approaches could have essentially become the personality of the product and shaped the way it served the user. The design research performed by Smiths helped to categorize which features and functions users considered valuable. “We brainstormed the product concepts and took them back out to potential customers.  We showed them things that they would not even have thought about had they not been able to see them. Therein lay the value of this approach.”

Getting Into Users’Future Mind-Set
This first part of the design research process is often just about listening, observing, and trying to become one with the way customers think. This phase can be as sophisticated as ethnographic research. But it can also be as simple as sending the design team out to visit working environments, walk trade shows, and attend conferences of potential users. Observation, structured interviews, group discussions, and casual chats may all play a part in helping the design team think like a user.

Consider a surgical product that has a UI on the control console. The product’s development team is probably already in contact with the clinical trial participants. But they may also want to tour several regions of the country to observe similar procedures done by surgeons at different skill and experience levels. Doing so will be very revealing about broader market acceptance. It is often helpful to have prepared some simple story boards to explain what the company is trying to do with a new product and its UI. But at this early stage, it is best to keep the ideas conceptual to keep feedback broad. Listen to opinions and influence them as little as possible. Try to chat with users in their workplace, which offers important contextual information.

It is wise to spread the net wide to gather feedback on future trends. It is also important to understand how a p roduct fits into the overall therapy or diagnostic framework of hospital, office, or home environments. For instance, consider a product that delivers a drug therapy in the hospital ward.  Nurses may actually program it, but it fits into a system that involves pharmacists, doctors, biomedical engineers who service it, and the broader policies of the hospital administration and IT departments.

All these stakeholders may be willing to discuss new product ideas and Smiths’ insulin pump was created by talking with diabetics and their families and clinicians about what it is like to live with diabetes. This re s e a rch revealed that the best insulin pump UI was likely to have features and use terms specifically tailored to what was uppermost in the mind of a diabetic when considering blood sugar therapy. However, it must also have features that make managing the disease fit into a diabetic lifestyle. To that end, the pump has a menu that includes items like pizza as a part of the programming routine (along with other programmable features such as swimming, walking, sleeping in late, etc.). grecount their woes in using existing products. They will be even more inclined to talk if the team makes it clear that they are listening, not selling. Meet with each group separately to avoid internal politics from obscuring the tru t h.  If the team suspects that required practices are not always followed, followup any obfuscation with gentle, nonjudgmental queries to find out what is really done.

Patients who might use a device everyday are also often willing to talk. If thorough ethnographic work is not possible, consider employing simple techniques such as sending out diaries and disposable cameras a month ahead of an interview. When collected, such information provides a window into how a device fits into patients’ lives.

Team members should not be lulled into thinking that because their company has been designing products in a particular medical area for 20 years that they understand their customers.  Push customer contact all the way down into the design team. Send younger or new team members out with some of the old hands.  Mix it up, and the results will be surprising and edifying.

Smiths's insulin pump was created by talking with diabetics and their families and clinicians about what it is to live with diabetes.  The research revealed that the best insulin pump UI was likely to have features and use terms specifically tailored to what was uppermost to the mind of a diabetic when considering blood sugar therapy.  However, it must also have features that make managing the disease fit into a diabetic lifestyle.  To that end, the pump has a menu that include items like pizza as a part of the programming routine (along with other programmable features such as swimming, walking,  sleeping in late, etc).

Concept Generation
Concept generation begins with digesting the results of earlier field observations and brainstorming ideas for the new UI. The team may meet to discuss user requirements and attempt to reach a consensus on ranking them, since trade-offs are often inevitable in design.1 It may be helpful to find UI examples on existing products that epitomize what the team either strongly wants or does not want in the final product. Ask team members to bring their favorite UI examples to a brainstorming session. These need not be medical, or even have a screen and buttons.  If possible, borrow or buy examples, as it is best for the team to actually experience the UI. If this is not possible, use images from the Internet or sales literature to explain the ideas.  From these samples, a good debate usually flows: one person’s simple is another’s confusing.

UI designer Brad Rhodes, principal of EudesCo (San Francisco), a visual communications firm, explains that users’ understanding of an interface is driven by five elements of involvement that all act in concert. According to Rhodes, the elements include the physical shape of the product and the feel of the controls (feedback, texture , etc.). Also included are the on-screen visual design and the interaction as they step through the process onscreen.  Finally, any other nonscreen driven feedback, like force response, sounds, or other indicator lights or legends, are included.

Given the interrelation between features, it is best to brief the team well on the UI’s objectives. However, consider having a number of people work outside the actual brainstorming session to create loose concepts for the group to consider. UI concepts are generally hard to sum up in the simple one-page sketches or snappy one-line descriptions typically generated in brainstorm sessions. A UI has to work on many levels and must have a coherent architecture. A UI is not just a screen-and-button layout. Rather, there must be a cognitive underpinning to the user interaction.

Create Concepts for Review
The goal of this phase is to create increasingly mature UI simulations. It should culminate with two or three different UI examples that end-users can test by actually playing with the simulations with as little intervention from a facilitator as possible. A number of tools can help teams convey the essence of the UI and highlight the most important aspects of the interaction experience.

Microsoft’s PowerPoint or other slide show software provides a way to create story b o a rds with apparent interactivity for internal review before committing to fully interactive demos.  Adobe Flash is a fast prototyping tool well suited to bringing concepts to life with button presses and changing graphics. Existing consumer handheld products (PDAs, iPods, etc.) can display screens via JPG or TIF graphics formats. This allows users to see the interface at its actual size. The images on the handheld should not be interactive; it does not usually produce a usable simulation. Instead, aim to show an interactive demonstration on a larg e - s c reen laptop with simulated buttons shown graphically around the display in the manner intended on the real product. Choose a screen size that allows users to focus on understanding the interaction between the elements without having to strain their vision or imagination. Even technophobic elderly patients usually manage to navigate their way around these kinds of demos using a mouse instead of pressing actual keys. It is also much easier to create the simulation this way.

It is important to understand the difference between the roles of two apparently similar graphical elements of UI design: interaction and visual design. 

In the context of medical UIs, the interaction design governs how a user is able to move through the interface. If steps must be performed—for example, to deliver a therapy by setting up parameters or to carry out a diagnostic test at the correct time—then the way a product’s UI moves a user through these steps is the interaction design. An interface should leave users feeling in charge of the product and should enable them to move efficiently through the steps. Successful UIs usually can do so because their interaction design requires the least amount of thinking, learning, and remembering to use. This is referred to as cognitive processing.  

Interaction design may include metaphors to assist understanding (e.g., syringe or battery icons) or use pictures, animations, sounds, or speech to guide users to the goal. Many of these interaction elements are graphical.  It is possible to treat them with different visual design approaches yet still have the same underlying interaction design. Given that ultimately the interaction and visual design merge in the users’ minds to create the user experience, it is hard to separate them.  In fact, the metaphors in some interaction designs re q u i re strong visual design to make them work effectively. For early concept testing, the interactive demonstrations should focus on several diff e rent approaches to interaction design, with minimal visual design to convey the intention. These relatively sparse UIs are sometimes referred to as wireframes.

To present the visual design, a few sample screens should be worked up from each of the interaction concepts as finished-looking screens.  These screens can then be shown on the most appropriate platform at full size.  If the product will be handheld, show the screens on a PDA screen. Allow users to move the PDA around to examine how the screens look, just as they would on the real product.  If the screens are significantly larger, use a laptop or liquid-crystal display. If resources allow, explore several different approaches to the visual design of the various interface examples and see how users react. Only a few screens need to be visually designed to see how users react. If these were combined on the interactive demo, many screens would have to be visually refined.

Limitations and Opportunities of Software Development Tools 
Writing software that will pass muster with FDA is a lengthy exercise.  Writing software for UIs that have been poorly designed in relation to the hardware and software development tools takes even longer. Although it is beneficial to enter into design research with a good idea of the target hardware and software environments, they should not overly restrict the team.  The goal of design research is to find out what will make a product usable and appealing. Too many restrictions early on will limit opportunities.  Consider showing black-and-white and color versions, and review graphically rich animated options alongside simpler concepts. Explore all kinds of trade-offs and be prepared to be surprised.

Research Subjects and Field Trip Preparations
While the team is preparing the props to take to users, someone needs to organize and recruit subjects for a field trip in which the concepts will be tested.  If the U.S. market is the target, make sure that at least three geographically and culturally different regions are chosen. Obviously, if other regions of the world are important, include them. The good news is that relatively few users from each subgroup are needed to see how well the UI is working; a group of six people is usually sufficient. If any more people are involved, the returns diminish.

It is critical to think carefully about what constitutes a subgroup. If the product is surgical, the group should consist of more than just surgeons.  The subgroups might be high throughout practitioners, lower volume thought leaders, and occasional users. With consumers, categories might be based on age or familiarity with similar technology or treatments, such as regular versus infrequent computer users, or potential versus experienced treatment users. These illustrations show examples of screen shots of wireframes and visual designs of the same hypothetical medical diagnostic product. Test, data history, and adjustment functions are shown. The input device is shown at the top right of the figure is a commonly used five-way direction pad (typically known as a d-pad).  This is a tool the design team might use internally to explain the idea.  It is not intended to be shown to users.  It allows users to navigate through the functions.  Generally, wireframes are made to be interactive and have intentionally simplified graphics.  They are often shown to users at sizes larger than intended on the product. A large size enables users to focus on interaction rather than legibility.  The visual designs show an example of how the UI can be given a specific visual design. This can be shown to users with static screens, preferably at the intended final size on the product. It is shown after the users have tried to navigate through the wireframe version.  Only a few visual design sample screens are needed to get the point across about how the UI could look on the final product.  Usually, two or three different visual designs are shown for each wireframe concept. This helps the design researchers understand which UI looks best and is understood best by users.

Conclusion
This article lays out the beginnings of the structured process for better understanding users and creating compelling UIs. The second part of the article will look at how to take these ideas back out to the field and turn the lessons from the feedback into the final UI specification. It is also about how to work the research and documentation into the FDA requirements for good human factors design.

The success of design research often comes from the significant involvement of many different team members in the field research that leads to some serendipitous realizations and breakthroughs. Getting out into the field as a small group can inspire vigorous debates based on new insights that day. This often leads to completely new ways of thinking about the problem.

For consumer UIs, improved usability has led to successful products. This result is likely to be re p roduced in the medical arena in the next decade. The specialized nature of the products designed for the medical market means that OEMs have an opportunity to design their UIs to very specifically match the expectations of their users, even the first time they use a product. This will lead to some exciting opportunities for companies that take the time to understand their users. For users, it will mean spending more time focusing on the patients’ needs instead of puzzling over prosaic programming.


Reference
1. Bill Evans and Jonathan Wyler, “Beyond Brainstorming” (Parts 1 and 2), Medical Device & Diagnostic Industry 26, nos. 9 and 10 (2004). ■

Taking Risks and Cultivating an Innovative Environment

Bill Evans  |  Aug 22, 2006  |   Comments (0)  |   Trackbacks (0)  |   Permalink
This article first appeared in MDDI on August 2006.  

Device OEMs should strive to create company cultures that promote creative thinking. Doing so just might help foster innovation.

Innovation is important to companies' competitiveness and their ability to create medical products that will improve the lives of customers. In the last 15 years, medical manufacturers have seen many trends aiming to improve their products. But total quality or six-sigma environments sometimes feel more like regimes. Design has also been touted as a savior, and OEMs are often beseeched to listen to the voice of the customer. Such trends attempt to give companies tools, processes, and management structures to improve their ability to innovate.

These trends are exactly that trendy. Like any new method, they go out of fashion after a time. Sometimes it ’s for a good reason, but occasionally they are wrongfully discarded for the next new thing. Although many aspects of these trends have something to offer, the biggest improvement will come from taking a more-holistic view of innovation by focusing on three core areas of a business: culture, process, and resources. Try introducing six sigma into the wrong culture and it is bound to fail. Pour resources into a development program with a bad process and it is unlikely to create breakthrough products. This article provides insight into the aspects of company culture that make many successful innovations possible.

Culturing Innovation
Company culture is one of the main reasons well-meaning eff o rts to innovate have failed. In many ways, being innovative is a state of mind that must suffuse throughout an organization.  Obviously, leadership that allows this state of mind to thrive starts at the top.  Sometimes midlevel managers cannot affect the top as quickly as they might like—but they can nurt u re their development teams. The cultural factors within a company that are most likely to lead to innovation include many things that make most people uncomfortable: taking risk, the possibility of failure, bucking conventional wisdom, and the democracy of ideas. Innovation is an inherently risky process. To innovate, manufacturers need to explore ideas and potential solutions, and sometimes that exploration takes a direction that inevitably leads to failure .

But it does not matter that there are occasional failures; in fact, it is inherent in the creative process. What is important is that the members of the development teams are encouraged to put new and sometimes radical ideas out in front of the team.

The trick is to experience failures quickly. Test ideas in the first months of the development project, way before any serious engineering has been done.  Use every trick in the book to visualize the product and get it in front of customers.  Show sketches, prototypes, and simple foam models. Cheat prototypes into existence by cobbling together existing products or hijacking technology from other industries.  Show early ideas to potential customers.  Get ideas out in the open for people to criticize, but do it as soon as possible.

We have all met an R&D engineer who is a perfectionist, who labors for weeks to get an idea right before sharing it with other team members. Certainly great ideas can come from this approach. However, it is just as likely that valuable time and resources will be wasted pursuing a specific solution with an inappropriate amount of engineering sophistication. Regardless of how crude or polished a prototype is, it can easily be sunk by a faulty premise about what is right for the market.


Paradoxically, teams that learn to be good at failing quickly often learn to become better at succeeding quickly.  To encourage risk, and hence innovation, all team members must become comfortable with this paradox and adjust their expectations as a project moves from concept to refinement.  Taking risks early is inexpensive and potentially rewarding. Taking risks later in a project is much less desirable.  Then, the die has been cast, and linear, predictable behaviors are essential.  This takes almost superhuman management abilities, because unpredictable behaviors must be encouraged early on, but later, when the project progresses or employee reviews come along, the same manager must hold employees accountable to their management by objectives. Or the managers must account for the team’s progress to an upper management that is more skilled at counting beans than at growing them.

Who Is to Blame for That Great Idea?
Shifting a business from a blame culture to a healthy, risk-taking culture is difficult. Doing so is all about another important dimension of company culture: the people.

A project leader with great interpersonal skills as well as technical chops is key to a successful team. But people are not born this way—they are cultivated.  Along with the top leader, every significant project should have submanagers who are being mentored to take the leadership position on future programs.  Train for the soft people skills as well as the technical know how to cultivate a team.

Project leaders need to be supported by upper management with realistic budget and scheduling that has contingency built in. The entire team does not need to know exactly how much contingency there is; instead, the leader listens to each subteam’s needs and allots it some of the scarce resources.  Other team members must quickly learn the reasons for the allotment so that it is understood that there is sound logic behind it.

But even without a contingency, the schedule needs to be plausible. There is nothing less motivating to a team than shooting at a target that is hopelessly out of range. Obviously, there is never enough time to get every detail of a p roject perfect.

It is inevitable that a team leader will ask for a few miracles and, as the joke goes, these will take a little longer. But when the entire team understands the bigger project goals both technically and from a business perspective, and it is plausible that with a little extra effort these goals can be grasped, people rally to meet the objective.

One thing that helps a team’s motivation is to be in touch with customers.  This can be achieved by talking to them, watching them work, reading their journals, going to their trade shows, and hiring some of them.  The team then becomes aligned with the customers’ needs much more fluidly. Don’t restrict this contact to a select few; it should be spread around.  Also, it’s important to include the cost and time of customer contact travel into a project.

Get Critical of Criticism
At a more personal level, management and team leaders must eliminate the tendency to be critical of both themselves and other team members when ideas initially come up. This opportunity certainly arises in brainstorming sessions, where team members are exhorted to suspend criticism. In that context, discipline is easy to enforce.

But in subtle ways, such situations can come up all over an organization as a project unfolds. Sarcastic comments around the water cooler about nascent ideas or overheard phone conversations that poke fun at a part of a project that failed puts innovation in a straitjacket.

For example, imagine new, bright technical hires that join the project team and get exposed to such critical remarks. They quickly learn what it takes to fit in. They either conform and lose that desire to push for the new and risky, or eventually seek more fertile pastures elsewhere.  

Thinking of those bright new hires brings up the question of who will have the best ideas and how much weight should be given to each person’s opinions and ideas, considering factors such as experience, seniority, and education.  The best ideas can come from anyone, and in trying to break the mold, team leaders must beware the so-called wise expert.

Experience often gets in the way of new thinking, but it is an important partner in making things actually happen. Therefore, the entire team needs to encourage a democracy of ideas, especially in the early concept stage.

Do not dismiss ideas from team members who are either inexperienced or not technicians (such as marketing people). Instead, critical thoughts should be turned into insights about how to build on the seeds of the good ideas that often come from nontechnical people. It is really the whole team that creates the product.

Japanese industry from the 1970s onward showed the power of the democracy of ideas. Driven by its relentless pursuit of quality with methods taught by W. Edwards Deming, the country demonstrated that everyone who is involved in the creation of a p roduct has the power to influence it positively.  The quality circles made famous by the Japanese automotive industry allowed the traditionally unheard production workers a voice in product improvements that led to globally competitive and highly reliable automobiles. Even though one rarely sees these circles written about today, there is still much that the average product development team can learn from the core idea: those closest to the problem are often the best able to suggest solutions.

Hiring Diversity
The type of people who are hired for development teams is also crucial.  What is perhaps surprising is the notion that some highly innovative and focused individuals might have had checkered academic success, degrees from diff e rent areas (liberal arts and technical majors), or résumés with unfamiliar jobs or extended foreign travel experience.

For management positions, companies often hire people who have had a very linear and predictable path. Certainly such people are talented and have worked hard for their success.  However, they may never have really grappled with adversity. Organizations staffed this way are often highly risk averse and poor at innovation.

Innovation is nonlinear by nature.  People who have experienced hardships and have learned how to multitask and deal with adversity are often able to think cre atively. Individuals who had diverse interests at school may bring more breadth to a project team. Time spent traveling abroad in different cultures may give people a head start in understanding differing customer and cultural practices, which would be expensive and timeconsuming to learn about otherwise. Famously, both Bill Gates and Michael Dell dropped out of school.  In the medical arena, Thomas Fogert y, a cardiologist and prolific medical innovator whose first invention was the angioplasty balloon, worked his way through his early medical education in an auto repair shop. He made his first angioplasty balloon from the finger of a rubber glove tied to a thin tube with knots gleaned from his fly-fishing abilities.

Industrial designers make many companies nervous because their discipline re quires a combination of a rtistic, interpersonal, and technical skills. Yet it is precisely such cross-disciplinary performers who can help bridge some of the traditional divides within development teams. Whether increasing the emotional appeal of products to a company’s customers or using illustrations to communicate marketing ’s goals to the engineers early in the project, industrial designers provide expertise that is not easily found elsewhere.

Insiders versus Outsiders
Lastly we come to the importance of NIH. This is not the National Institutes of Health, but the much more common dampener of innovation: the not- invented- here syndrome. Increasingly, progressive companies realize that they need to seek innovation both near and far. This means consulting with outsiders to gain insights, technologies, and new processes to help reseed their idea pastures.

Medical device companies often think of themselves as being focused on their core technologies. As a result, they sometimes ignore or are reluctant to enter new markets because they lack important pieces of the jigsaw puzzle.  Sometimes they know they are missing the pieces; sometimes they don’t. Outsiders have different vision. If chosen carefully, they can help a development team find the necessary pieces.

Consultants from many different technical and management disciplines can help stimulate innovation either with new processes and research techniques, or with actual new product designs or specialty technical knowledge.  But if manufacturers call in outsiders without actually changing their own company’s culture, the consultants’ efforts are likely to be sub-optimal.  Ideas are useful, but execution of those ideas often needs an innovative attitude as well.

Some medical manufacturers are now using external advisory boards to help guide product design by better connecting the technical team with trends in the marketplace and providing frequent reviews of the developments in progress. Other companies are seeking outside help to tune their innovation process.

Conclusion
Creativity is a muscle. It has to be exercised to make it more effective.  Thinking outside the box requiresteam members to get out of the box called the office more often. Changing company culture begins with individuals, but it is greatly improved if an organization feeds its employees the proper creative juices. It’s important to cast wide for inspiration and look for it in new places. Seek input from people both senior and junior to you, and pick your next team hire with slightly different criteria from the previous one, looking more closely at the extracurricular activities portion of a résumé.

People who create innovative ideas never come to work in the morning and say, “Now I’ll begin the innovation process for today.” Most of them never stop thinking creatively, fro m their hobbies to their approach to parenting.  As management guru Peter Drucker said, “The greatest praise an innovation can receive is for people to say, ‘This is obvious. Why didn’t I think of it?’” In the right culture, you will think of it.

References
1. M ary Walton, The Deming Management Method (New York City: Putnam, 1986).
2 . H e n ry W Chesbrough, Open Innovation: The New Imperative for Creating and Profiting from Te chnology (Boston: Harvard Business School Publishing Press,
2003).