Moment of Truth

Your constantly-updated definition of Moment of Truth and collection of topical content and literature

What is Moment of Truth?

The concept of "moment of truth" originates in service design but has grown over the years to encompass both service and product design. There isn͛t one moment of truth any more but rather several kinds of moment of truth which influence user and customer relationships with the product and/or brand providing the product. UX designers and CX designers, in particular, will want to identify moments of truth so that they can ensure the experience at these points wins hearts and minds of users and customers.