An MRI is unplesant for most adults, but downright frightening for kids. Approximately 80% of pediatric patients have to be sedated before they get an MRI due to the scariness of the experience and the need for patients to stay still during the procedure. The subject of the article used customer empathy techniques to understand these children’s experiences, and the result was a whole new set of MRI machines designed to look like pirate ships and spacecraft, taking children on a journey. Sedation rates went way down, and patient satisfaction went way up.