There’s a lot of buzz these days about patient experience. Lots of talk about becoming the Apple, Nordstrom, or Starbucks of health care. But what is the “patient’s perspective” and how is it relevant to the care provided? How can we see it, know it, capture it? What can we interpret from it? How can a patient’s perspective inform care delivery innovation? And while good design thinking, like good science, informs the practice of medicine every day, too often the long-tail patient experience is inconsistent, jarring, insensitive and downright scary. Consider how a deeper understanding of patient experience can inform care delivery, and ultimately improve care outcomes.