"..most effective insights we got came from kneeling down and
looking at rooms from the height of a child"
- Doug Dietz
This is the story of how Doug Dietz transformed a MRI machine into a Pirate Ship. Doug is an expert in designing advanced medical equipments like the MRI. When he was at a hospital, he was pained to observe how a small child was so terrified to enter the machine for a scan. Thats when he felt the needs for understanding his customers - the kids in thsi case - and design his product in such a way that make his customers feel comfortable. He transformed teh huge MRI equipment into a pirate ship so that the kids are mesmerized by the experience of entering a pirate ship when they are getting scanned.
I learnt about this from a TED Talk that Daid Kelley (of IDEO) gave on
How to build your creative confidence" - http://www.youtube.com/watch?v=16p9YRF0l-g