Serious chronic illness drives the majority of healthcare spending. Organizations are scrambling to create innovations that better serve and manage this large and growing population. While many of the diseases are the same – cancer, heart failure, dementia – the journey for patients and their families can be wildly different. Why do some patients and families struggle greatly while others seem to continue thriving? In this session we will study the stories of actual patients and discover design principles from their outlooks, practices, habits and strategies. You will learn how these design principles have shaped one innovative model for providing advance care planning, and how they can be applied to your organization as well as you seek to design innovative products and services for seniors with serious illness.