Title: The Story of Doug Dietz: Creative Confidence in the MRI Suite
Context: When design is at its best it doesn’t make products better, it makes people’s lives better.
Synopsis: It is entirely possible to design something and convince yourself that you’ve absolutely nailed it. You met all the specs, hit all the deadlines, it looks great, the performance is lightning quick, more stable than a slab of marble; quite easy to break your arm patting yourself on the back since you’ve done such a bang up job. Then you see someone use it. And they are petrified. They start crying. They are so distraught, they actually need to be sedated. But it works. It works great. Does everything it’s supposed to do. To a user who is so scared they need to be dosed with narcotics that render them unconscious. This is not design, this is torture. But it does not have to be thus. We can learn from our mistakes. We can fix them. We can do better for the people we design for. We can show them empathy. And that—in its purest essence—is in point of fact the very definition of design.
Best Bit: “Patients were happier. Hospitals were happier. His greatest achievement however was when a little girl once asked her mom after the scan: ‘can we come back tomorrow?’”

via openideo.com