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.

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It was loud. Cold. Terrifying. The machine worked—but the experience didn’t.

That moment changed everything.

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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

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You might not be designing medical equipment, but you are creating experiences.

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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.

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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.

A Quick Exercise:

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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?

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The answers might surprise you—and unlock simple ways to improve.

Want help making your experience more thoughtful, human, and clear?