Designing Memorable Moments

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MAY 31st 8:00AM PDT; 11:00PM EDT; 4:00 PM GMT (BST); 8:30 PM IST

1.5 hour (Zoom online)

Learn Service Design techniques in this Designing Memorable Moments Masterclass…

  • Cost: Buy this course and attend it live or get the recording for only $100** USD:
  • Free for UX Inner Circle Members–Join now, cancel anytime

From Journeys to Moments…

In every customer journey are transition, pause, or waiting points. What could steer a customer’s perceptions or feelings in a negative direction? What could delight them? Moment design focuses on making these periods of time memorable and meaningful for customers as they engage with a product or service. In this Masterclass, we continue to learn Service Design techniques for designing memorable Moments.

A classic example of moment design is the problem of waiting (in a restaurant) or, in this case, airport dining (see timer basket below). One of the big fast food chains to implement this early on (late 90s) was Olive Garden. As customers waited on benches at the entrance, they would give customers a timer and a glass of wine (or two, on Friday nights), which filled the moment with conversation, wine, and a tab (hint: the alcohol costs as much as the food it seemed). Happy customer, waiting ignored, lines managed– and a bigger bill at the end of the night.

restaurant timer in service design

Learn Service Design techniques…

In this Masterclass we dive into a core Service Design area that is implicated in the infamous Moment of Truth or “MOT”. The MOT is where customers love or hate your brand experience. Why is this significant? Because NPS (Net Promoter Score), emotional reflection (intent to use, intent to purchase), word of mouth and customer satisfaction are all attributed to what happens in Moments. So, moments are critical to architect for services and product-service experiences.

Attributed to the early 90s work of Angus Jenkinson, moments are sacred in CX/UX work because they represent intense hotbeds of emotion. In Emotion Design you want to support, shape or get out of the way of customer emotions. While Jenkinson attributes the concept of the “Moment of Truth” to his industry clients, he probably thought more about this than anyone, making him an early Service Design contributor. He also promoted personas and created the idea of touchpoints, which is a key design target in Service Design.

Why moments are the key to memorable product-service experiences in Service Design

First, Moments exist within Stages of a Journey. For example, going to the restaurant…Waiting to be seated, Ordering food and drinks etc. Touchpoints happen within those moments. For example, where to park, where to indicate “We’re here”, getting a menu, asking a question about an allergy. Touchpoints need to be smooth, thought out and carefully executed.

Next, touchpoints happen within Moments. A customer might not remember a touchpoint, but they do remember a Moment. This is why moment design is so critical to address. In this Masterclass, Frank Spillers will guide you through a clearer understanding of how to design Moments that accomodate better journeys and more strategic touchpoint design.

Learn Service Design techniques in this Masterclass including:

  • What factors impact a Moment and Moment of Truth?
  • How Moments impact Customer Journeys, Personas and Touchpoint design
  • Identifying Moments from an Emotion Design perspective
  • Designing ideal Moments to fit key Touchpoints (customer interactions)
  • Fixing broken or mis-calibrated Moments
  • Analyzing MOT potential on your Service Blueprint

About Monthly MasterClasses:

These monthly meet-ups are topic-driven live events with an informal presentation by Frank Spillers and group activities and discussions. Monthly MasterClasses are included as part of your membership. They allow a deep dive into important UX topics, with insights drawn from process best practices and case studies from Frank’s two decades in the field.


Not a member? $100

Members: FREE…join the UX Inner Circle to get this and enjoy access to $10,385 worth of value- recording trainings from 20 years of Frank Spillers’ work.

Buy this Service Design Masterclass and get it live + the recording for only $100** USD:

Why Join?

The UX Inner Circle is a professional learning community with a program of monthly events for UX researchers and designers, managers, and directors practicing UX and Service Design. We are a small group of 50+ UX and Service Designers, Directors, and Researchers currently 100% working in UX. Attendees come from orgs like Harvard, Google, IBM, Accenture, Deloitte, Capital One, US Bank, healthcare, government, and non-profits. So why join?

  • Refine or expand your current skills– push the boundaries of your learning.
  • Get advice and guidance: Put a top-performing UX expert (Frank Spillers, CEO of award-winning UX firm Experience Dynamics and top instructor at Interaction Design Foundation) in your pocket. Stay connected with the latest on what Frank is thinking and prioritizing in UX and Service Design.
  • Ask anything to other UXIC colleagues on a dedicated private Slack channel. Also, collaborate during monthly meet-ups (Masterclasses).
  • Get a promotion at work or upgrade your skills, portfolio, or process knowledge. This is the #1 reason folks keep subscribing to the UX Inner Circle.
Ready to Join the UXIC?

30- Day Free Trial (billing starts month 2)

Membership includes access to ALL monthly event recordings and more (going back 20 years of Frank’s UX career). 150+ recordings.  Monthly live meet-ups (Masterclass topics) and workshops (every other month). Miniclasses (short webinars) and access to longer webinars Frank provides with his UX firm Experience Dynamics.

Financial inclusiveness membership: USD$49 per month for Nonprofit-Student- or you live in the Global South/ Emerging Market (.org; .edu)

Regular membership: USD$99 Individual per month

20% discount on Annual Price; switch anytime, cancel anytime.

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Date: 31 May 2023

08:00 am PDT

11:00 am EDT

04:00 pm BST

05:00 pm CEST

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