Co-creation & Co-design. for a happier, healthier, more cohesive ageing in Australia

Transcription

1 Co-creation & Co-design for a happier, healthier, more cohesive ageing in Australia

2 Ageing well Understanding the challenges and opportunities

3 Target sectors Participation Entertainment Food Health Aged care Pharmacy Technology Funerals Furniture & equipment Property Financial services Legal services

4 Older Australians are capturing a growing share of Australia s wealth, while the wealth of younger Australians has stagnated. - The Wealth of Generations Report Grattan Institute Dec 2014

5 Governments are also spending much more on older households for pensions and services, particularly health. In 2010, governments spent $9400 more per household over 65 than they did six years before. Budget deficits funded much of the increased spending. Future taxpayers will have to repay the debt, dragging further on the prosperity of younger generations. - The Wealth of Generations Report Grattan Institute Dec 2014

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8 Challenges & opportunities Challenges Opportunities Diversity of access to services Communication and information Speed of change Infrastructure Access to capital Reform Social isolation Financial disadvantage Housing Empowerment Engaged communities Engagement and measurement technology New revenue in vertical and lateral markets Consolidation Specialisation Social entrepreneurship and enterprise Collaborative economy markets Empowerment

9 Co-design in social services Co-design principles can be used in product and service innovation. They are most applicable in design and delivery of services with a social benefit or purpose. Co-design engages consumers and users of products and services in the design process, leading to improvements and innovation. In the social services, there is an established tradition of participatory engagement with clients, consumers and beneficiaries linked to individual and Many social and community organisations in Australia were originally designed and started by consumers. Think aged care and community health. The commitment to personcentred and consumer directed care and services has focused the need to engage communities and individuals as partners in health and wellbeing. Consumers expect to be engaged; government expects providers to engage.

10 Co-creation vs Co-design Co-creation Systematic process of creating new solutions with beneficiaries, communities and linked markets, including: policy, infrastructure, services, service delivery. Example: Residential aged care providers working with local communities, local government, experts and other service providers to create a resilient and rewarding ageing services. Co-design The process of designing products or services with people that will use or deliver them. Examples: Community health provider designing in-home care service mix, including pricing and delivery model. Manufacturer designing food tray products with older people, caterers and distributors.

11 Co-creation Older persons advocate s Local governme nt AGED CARE PROVIDER Health service provider s Communit y orgs

12 Co-creation Contextual analysis Economic Social Environmental Reform Empathy mapping Consumers Providers Other stakeholders Observation/emersion Consumption Delivery Physical context Relationships Resource flow Project design Shared purpose Taxonomy/language Models and tools

13 Framing for shared purpose & value Org. opportunitie s and challenges Org. assets and expertise Community & customer social needs

14 Co-design Co-design uses human centred design principles, with input and collaboration from people to varying degrees at each stage. It takes learnings from co-creation. Needs definition: define functional and emotional needs. Interdisciplinary team: mix of thinkers, makers, and consumers. Framing: visual and structural representation of systems/pathways. Brainstorming: purpose-led gamification and conceptualisation Rapid prototyping, testing & iteration Business case development and resource modelling Partnerships Piloting and delivery Monitoring and evaluation

15 Co-design Employee s Consumer s AGED CARE PROVIDER Health service provider s Experts

16 Methods & tools Digital Create platforms for engagement Gamify the process: design your ultimate room. Make it interactive Digital tools Website based submissions Website forums Mobile apps Face to face Workshops Community summits Employee taskforce Tools Empathy map Card sorting Elevator pitch

17 6. In market testing & developmt 5. Define market position & approach 1. Define needs & shared purpose Co-designing and delivering health & aged care services 4. Product, service and value chain innovatio n 2. Identify channel & community partners 3. Apply HCD & cocreation principle s

18 Outcomes Measurable social and economic impacts

19 Outcomes Organisation Community Product and service innovation Productivity along the value chain Better integration of services with other providers New revenue streams Resilient revenue streams and business sustainability Conditioned market Minimisation of R&D costs Reduced risk of costly failure Better services Positive cultural change Greater social impacts: health, wellbeing, participation, etc. Greater value for money Fit-for-community services that evolve over time Empowerment of consumers Engaged communities Shared vision

20 A powerfully different relationship Organisation Shared purpose Shared benefits Supported profit motive Sense of community Focus on social and economic benefits Trust Communication Transparency Consumer & community

21 Other positive conditions Collaborative economy Changing make-up of sectors The emergence of technology facilitated collaborative economy markets and companies. Initiatives based on horizontal networks and participation within a community (of interest). It is built on distributed power and trust within communities (as opposed to centralised institutions) blurring the lines between producer and consumer. Relevant for Connector business models. Australian governments are encouraging private sector organisations to invest in new business models for markets and services that were once the domain of the public and social sectors. These include: health, aged care, corrections, customs, and housing. Major corporations are exploring social issues for business propositions: NAB, GPT, Australia Post, and Suncorp

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