Designing for function alone vs designing the entire experience.
Doug Dietz, a designer at General Electric. Dietz creates complex medical imaging equipment, including an MRI machine that is incredibly important to the medical process. But one day, Dietz saw a little girl crying, scared of the treatment she was about to receive. And whereas he’d once been proud of the lives he’d helped save, now he was disappointed to realize the fear the machine caused. And so he turned the machine into an adventure. The results were dramatic: From 80% of kids who had previously needed to be sedated, now only 10% required anesthetic. Repeating a story that has by now entered GE lore, Kelley recounts Dietz waiting with a mother for her child to come out of a scan. The little girl ran up: “mommy? Can we go again tomorrow?”