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Thomas Visby Snitker

Thomas Visby Snitker

CEO
@
- Denmark
Topic Involving users in the product development, the design and the marketing of medical devices
Abstract

Companies that involve their users can save a lot of costs and resources;

  • Costs and resources spent developing a device that solves no real need for anyone.
  • Costs and resources spent trying to fix a device that users find hard to us.
  • Costs and resources spent supporting a device that users find hard to use
  • Costs and resources spent compensating user dislike or even user rejection based upon their past problems using a device by the same manufacturer.

When seeking to involve their users, managers and specialists working with the product development, the design and the marketing of medical devices often have concerns and raise questions such as;

When to involve users the best and the cheapest?

  • How to maintain a focus on the users throughout the entire process from idea to development and design to launch?
  • How to ensure that all staff shares the same mental image of the users?

This presentation will demonstrate tools such as:

  • Personas and Scenarios. Personas are descriptions of fictitious users.  When Personas are combined with Scenarios they serve as a powerful tool that streamlines all accessible knowledge about the users into one highly actionable product.
  • User journeys. User journeys plot all of the touch points that a user has with your medical device – through all the links in the chain from marketing, to the first introduction of the device to the users (e.g. by hospital staff), to acquiring the device, unboxing it, training, first time use, use of the user manual, websites etc. all the way to disposal.
  • Usability testing (see FDAs “Applying Human Factors and Usability Engineering to Optimize Medical Device Design” and ISO 62366)
  • User experience targets – setting targets for how users perceive and experience the device.
Bio

Thomas loves when things are easy to use and efficient. But good usability is good business; companies and organisations have a lot to gain when they involve their users in the design and development of their products and service. Thomas is CEO, owner and founder of SnitkerGroup (2005) and FatDUX (2006) established in central Copenhagen with our own usability lab. Thomas published his own book “Breaking Through to the Other Side – Using the user experience in web, interactive tv and mobile services” and contributed two chapters on User Research Around the World and on The Impact of Culture on User research in “Handbook of Global User Research”. Both books worth a read.

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