The Design Thinking Principles in the Creation Process of User-Centered Value Propositions : An Insight into the Mobile Health Industry

• Main Author: Barceló Bartrolí, Laura
• Format: Others
• Language: English
• Published: KTH, Industriell Marknadsföring och Entreprenörskap 2018
• Subjects: Mobile health; Digital health; Design thinking; Value proposition; User-centered; Other Engineering and Technologies not elsewhere specified; Övrig annan teknik
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-231073

The healthcare and life sciences sectors are currently undergoing a transition towards becoming digitized. Mobile health (mHealth), a subset of digital health, offers many potential benefits to healthcare. Despite that, it has been reported that the majority of mHealth initiatives do not evolve beyond the pilot stage. A core reason seems to be the lack of user-centered value propositions in mHealth projects. Here, we evaluate if the use of the principles of design thinking (DT) can endorse the creation process of user-centered value propositions. For that, several scoping meetings with experts on topics of relevance were carried out, which helped define the scope, the methodology, and formulate the research question in the optimal direction. Interviews with the founders of four startups that operate in the mHealth industry constituted the basis of the findings, with the product or service development process as the central aspect. A framework for DT was employed to analyze the cases, which proposes five themes that should be considered throughout the process: User Focus, Problem Framing, Experimentation, Visualization and Diversity. Our research shows that the use of DT principles can help achieve more valuable outcomes (e.g. more user-centered value propositions), be more efficient and collaborate better. Nevertheless, more knowledge about DT is needed among entrepreneurs, as well as a more uniform consideration of the five themes of DT.