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[[Health & Design: Bruce Nussbaum-Professor, Parsons The New School for Design]]
[[Produced by Vivek Kemp for GE]]
[I'm here today to participate in this wonderful conference by GE Healthcare.]
[My good friend Bob Schwartz and Beth Comstock invited me]
[to talk about design, design thinking and healthcare delivery.]
[Like yours or Romeo, a real adaptation to new technology and new culture.]
[Well, there's something behind me that looks like an espresso machine]
[--that's really cool--but I think it actually tests various bodily functions--let's say.]
[But the fact that it looks like an espresso machine, I think, is very important.]
[It's inviting. It's not threatening. It doesn't scare you.]
[I think for the design of things--medical things--]
[I think it's really important to move to a consumer model]
[as people actually want these things in their homes,]
[and also it's a way of taking away the threatening]
[and the anxiety that comes with people interacting with healthcare products.]
[I think the fact that you want to touch it, you want to connect with it]
[That in itself is a result. ]
[It creates a relationship between you and something that can help you,]
[and I think it, again, reduces the anxiety of what it's actually going to say ]
[after it does it's analysis.]
[Design has evolved from the design of artifacts and things]
[to the design of social systems and the design of service,]
[and healthcare, of course, is all about the delivery of healthcare service to people.]
[Design has an awful lot to say about that ]
[in terms of getting into the cultures of the patients,]
[getting into the cultures of doctors and nurses,]
[helping people understand what they need and what they want and how they express it.]
[Design is very powerful in terms of creating the product]
[--whether it's machine--or the service--whether it's the delivery]
[of that product to the patient.]
[Of course, one of the great successes of design is the iPhone]
[where, after many iterations, Apple realized that]
[being simple, being accessible and creating a great platform was the way to go.]
[I would say that's a great lesson for healthcare delivery--being simple,]
[having the right platforms and creating an experience]
[for the patient, and the patient's family and community is the right way to go as well.]
[In an era when things are changing, when all our models are devolving]
[and our careers are changing, and everything is in flux]
[design can help you navigate through uncertainty ]
[and offer up new options that you may not have thought about.]
