The healthcare landscape is changing, and new users are emerging. Most notably, patients and caregivers play a larger role than ever before, and will continue to be a driving force in the future of medical product design The consumerization of healthcare will lead to better products and better user experiences, empowering patients and bringing them—not clinicians—to the forefront of usability design. We are seeing a major shift in healthcare brought on by cultural and socio-economic forces.