Design thinking
  • Introduction
    • My Story
    • The Rhetorics of Design Thinking
  • About Design Thinking
    • Why Choose Design Thinking?>
      • Faster and Cheaper Development>
        • Pulse News
        • Food Genius
      • Successful Innovation>
        • MRI Adventure Series
        • Mols-Linien
      • Competitive Business>
        • Bigelow Tea
        • Camden Square
  • Design Thinking Tool
  • The Future for Design Thinking
    • References

Empathy, Creativity and Rationality in Motion

MRI Adventure Series

Doug Dietz engineered a new and improved MRI Machine and was more proud of it than ever.  Until he saw a little girl going towards the machine crying from fear.  His masterpiece wasn't as "masterful" as he hoped and he immediately went into problem solving mode using design thinking.
Picture

Empathy

Dietz's main goal was to improve a child's life through making the MRI experience more enjoyable

Creativity

Dietz thought outside the box and created the MRI Adventure Series.  Now when kids go to an MRI Machine, there is a vivid script for machine operators to read so they can lead their young patients through a different adventure every time.  Some are Pirate Ships while others are Space Missions.

Rationality

Millions of dollars were just spent on the "new and improved" MRI Machine, so Dietz knew it was important to keep the price low and bank on more creative solutions rather than technological solutions.
Read More About MRI Adventure Series HERE
Alternative Example of Empathy, Creativity and Rationality in Motion
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