Doug Dietz spent years perfecting an MRI machine. Technically, it was flawless.
But when he visited the hospital to see it in use, he watched a young child burst into tears before even approaching it.
It was loud. Cold. Terrifying. The machine worked—but the experience didn’t.
That moment changed everything.
Dietz and his team reimagined the scan as a story. They turned the room into an adventure: a pirate ship, a race car, a jungle. And the kids? They didn’t just tolerate it—they asked to come back.
What This Has to Do with Your Business
You might not be designing medical equipment, but you are creating experiences.
How does your customer feel during onboarding?
What does your sales process communicate (intentionally or not)?
Are you guiding them—or just handing them a PDF?
Experience design isn’t just for SaaS or hospitals. It’s for all of us.
At Brik, we think about design across every touchpoint—branding, marketing, onboarding, internal docs, service flow. Because how people feel about your brand is your brand.
Often, those memorable experiences are built in the smallest, most intentional moments.
A Quick Exercise:
Walk through your own process like you’re a first-time client.
Where’s the confusion? Where’s the clarity? What’s the* emotional tone?*
The answers might surprise you—and unlock simple ways to improve.
Want help making your experience more thoughtful, human, and clear?
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