Moment of Truth

Your constantly-updated definition of Moment of Truth and collection of videos and articles

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 isn't one moment of truth anymore 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.

Literature on Moment of Truth

Here’s the entire UX literature on Moment of Truth by the Interaction Design Foundation, collated in one place:

Learn more about Moment of Truth

Take a deep dive into Moment of Truth with our course Mobile UX Design: The Beginner's Guide .

In the “Build Your Portfolio” project, you’ll find a series of practical exercises that will give you first-hand experience with the methods we cover. You will build on your project in each lesson so once you have completed the course you will have a thorough case study for your portfolio.

Mobile User Experience Design: Introduction, has been built on evidence-based research and practice. It is taught by the CEO of, Frank Spillers, author, speaker and internationally respected Senior Usability practitioner.

All open-source articles on Moment of Truth

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