FEB 27th 9:00AM PST; 12:00PM EST; 17:00PM GMT (London); 18:00PM CET 22:30 PM IST
60 minutes
>>Registration required + Pre-session material review required
NEW Format: Flipped Masterclass (20 minutes of pre-session prep and 1 hour discussion and hands-on activities)
- Non-member: $99 [wlm_stripe_btn sku=payperpost-4064 button_label="Buy Now" pay_button_label="Buy Now" coupon="1"]
- Open Circle: FREE (Get it FREE>> Join Open Circle)
- Inner Circle: Included in your $99 a month Inner Circle membership (50% discount available) for all events plus Digital Library 250+ videos, mentoring, hands-on workshops and more...
Maven alumni Discount: Cost $5 if you took or are taking my
Service Design Intensive & Certification- Design for End-to-End Services course on Maven
If waiting during a service bothers you...
A common moment we ignore is
waiting. In Don Norman's book Living with Complexity, he has a chapter
titled "The Design of Waits." He almost titled that book Designing for Waiting. A classic and very apparent example of managing the
waiting moment in a service is the pager. One of the first restaurants to put this to use was Olive Garden (in the 1990s). When you arrived, they seated you in the lobby, gave you a beeping pager and asked for your drinks order (starting a tab that often exceeded the cost of the meal). Genius moment design: fills the time, makes it fun to wait, and managed time expectations...all while you're buying more wine than you might have ordered at your table.
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, and asking a question about an allergy.
Touchpoints need to be smooth, thought out and carefully executed.
Next, 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 Flipped Masterclass, Frank Spillers will guide you through a clearer understanding of
how to design Moments that accommodate better journeys and more strategic touchpoint design.
Learn Service Design techniques…
In this Flipped Masterclass (20 minutes of pre-session prep and 1 hour of discussion and hands-on activities), we dive into a core Service Design area 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.
Who came up with this? 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.
What you'll learn
- Design moments customers actually remember. Learn how to identify and design for peak moments in services.
- Design emotional states, not just 'informative' touchpoints. Learn to design for emotional states that adapt to change. Moment design requires careful consideration of key events before, during, and after journeys.
- Apply peak moments to real service work. Moments of Truth are the measurable impact of a well-designed moment.
Why this matters: Deliberately designing moments and their touchpoints is 'the difference that makes a difference' in service design. Moment design is how you do on-the-ground orchestration of your service that sustains emotion (moments of truth). They shape the stages of your journey for good or bad. This shapes how satisfying, loyal, recommendable, and memorable a service feels.
More topics we will cover in this Masterclass:
- How to inoculate against bad Moments with good moment design
- How Moments impact Customer Journeys, Personas and Touchpoint design
- Designing Moments to perfectly fit Touchpoints (customer interactions)
- Fixing broken, missing or mis-calibrated Moments
- Orchestrating MOTs on your Service Blueprint
- Introducing AI in your moment design strategy
About Flipped MasterClasses:
These monthly meet-ups are topic-driven live events featuring an informal presentation by Frank Spillers, along with group activities and discussions. Monthly MasterClasses are included with your paid membership (starting at $ 49 USD per month). They offer a deep dive into important UX topics, drawing on process best practices and case studies from Frank’s 2.5 decades in the field.
Masterclasses are now flipped: A flipped classroom model shifts learning out of the session and into prep. You'll review short videos or materials before the masterclass. The live session then focuses on practice: discussion, application, and problem-solving. More doing, less listening.
Starting in January 2026, all masterclasses will move to this flipped format so we can use live time for deeper skills, better collaboration, and faster progress.
