The DaSH project was the first time that anyone had attempted to develop a sexual health service by using the principles of user-centred design.
This meant that, as well as creating a document outlining specific recommendations for improving the sexual health service in Gateshead, the design team produced a series of more general examples of service design methodology that can be applied to the redevelopment of other local health services, both nationally and internationally.
Service experience
The team created a Service Experience document detailing six key recommendations for Gateshead Primary Care Trust’s new sexual health service.
Each recommendation is divided into a series of specific design actions, encompassing everything from branding to service structure and suggestions for feedback channels to aid the service’s evolution.
1. Core service structure
This section lays the foundation for the rest of the recommendations, outlining the service provision model. The designers place particular emphasis on supporting the city centre’s hub clinic by expanding the outreach work that has already proved successful in the Gateshead area. The introduction of a mobile laboratory as part of the outreach force would also allow for off-site STI testing. Systems like these would enable people reluctant or unable to travel to be tested locally.
2. Service promotion and raising awareness
As with any product or service, branding, identity and marketing will be key to success. After all, no one will use the service if they aren’t aware of it, don’t recognise it when they see it, or can’t access it easily. This section of the document outlines various suitable awareness campaigns, including targeting the different social groups using the service in different ways.
3. Service gateways
Service gateways are the means by which people make initial contact with a service. In this case, the four service gateways are the website, the telephone system, referral by third parties including other health services, and by other means such as text messages. Suggestions include online walkthroughs designed to help users feel less nervous about their first visit to the hub clinic and a telephone call-back service during busy periods.
4. Clinic overview
This section gives an overview of the key features of the city centre hub clinic including its location, what other services could be offered in the same building, and how best to get feedback from users. Suggested services to run alongside the sexual health clinic include breast care, help with stopping smoking, drug and alcohol services and other primary care services.
5. Service user flow through the clinic
To ensure that people using the service feel comfortable and get the most from it, it is important that they know where they are in the process, and what they should expect next, at any given time. This section gives a step by step explanation of a typical user experience, from arrival through registration and consultation to obtaining results and booking their next appointment.
6. Clinic environments
According to the user research conducted as part of the DaSH project, users feel ill at ease in a clinic that looks and feels too medical or institutional. The more comfortable and attractive the surroundings, the more relaxed and positive users are likely to feel about their experience. This final section details a number of interior design techniques to achieve this aim, allowing for the fact that the clinic is unlikely to be purpose-built.
The service experience document also includes a number of scenarios based on the personas developed by the design team. Each one illustrates how the suggested sexual health service would cater for the specific needs of different people and social groups.
Service design blueprint
The Service Design Blueprint was written to sit alongside the Service Experience document as a guide for the health trust. It sets out the commissioning options and action points necessary to be taken to deliver the Service Experience demanded by the local people through the DaSH project.
Methodology document
Produced by the Design Options team in partnership with Gateshead Primary Care Trust, the Methodology document explains the user-centred approach adopted by the DaSH team.
By explaining the design techniques, consultation methods and social science research, which eventually led to a proposal for Gateshead’s new sexual health service, this document provides a guide for other local care trusts preparing to redevelop their existing services.
Since 2007
A new GUM service opened in Gateshead in July 2008 using many of the design recommendations made by the Dott07 team of designers. The service has performed well in the first quarter with it consistently hitting its 48 hour access target. More than 50% of users attend as a result of a friends recommendation.
Learning from the project has also been shared with the National Centre for Social Marketing and other health authorities in the UK have shown interest in the user–centred approach to developing sexual health services. Design Options is now working with several Primary Care Trusts across England.
Design Options provide assistance, consultancy and management services in health and the social sectors.
Meet the team
Service design consultancy Design Options is the UK arm of Options Consultancy, which has been involved in sexual health related projects in more than 50 countries since 1992.
Design Options, in conjunction with Gateshead Primary Care Trust www.gatesheadpct.nhs.uk and the Centre for Design Research, Northumbria University www.cfdr.co.uk led the DaSH project with support from:
Centre for Sexual Health Research, University of Southampton
www.psychology.soton.ac.uk
Department of Health
www.dh.gov.uk
FPA
www.fpa.org.uk
Government Office North East
www.go-ne.gov.uk
Newcastle Primary Care Trust
www.newcastlepct.nhs.uk