During the time working at Philips Design, we had been involved in a research project called Ambient Experience, aiming to not only design medical products with patients in mind, but look at the overall patient journey / patient experience. In doing so we could identify where are the lowest points in the overall experience for patients, and we could improve these key points in order to improve the overall experience. This project had been initiated at 2003, since in Philips Healthcare there is a business group called Ambient Experience offering this type of tailor made design services for hospitals.