https://www.foundry.com/insights/design/mastering-moments-truth-design-challenges-thiago-christo
Mastering the Moments of Truth Design Challenge: Thiago Christo
Refresher: What are the moments of truth?
The Zero Moment of Truth (ZMOT): The consumer first researches the product online. The First Moment of Truth (FMOT): The consumer first chooses the product off the store shelf or e-commerce page. The Second Moment of Truth (SMOT): The consumer’s first (and…
