In this three-and-a-half-minute video, Jakob Nielsen, Ph.D., user advocate and co-founder/principal of the Nielsen Norman Group (NN/g) — who has been called “the king of usability” by Internet Magazine — answers a question from the audience at the 2019 Las Vegas UX conference about how designers can improve the user experience of medical devices and, perhaps, make healthcare more enjoyable or less bad than it is now for the patient.

Personalization is one of his suggestions, especially for medical products that people might pick out themselves, such as injectors to treat diabetes.