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 every) use of the product.
• The Ultimate Moment of Truth (UMOT): The consumer decides to share their experience of the product with their network (typically becoming another person’s ZMOT).