Uncovering your customers' key moments as a design target

We all have special moments. There are signature moments, critical moments, key moments, moments that matter, moments of truth and so forth.For this week's episode of the Human Insight Podcast, we talk with Patrick Quattlebaum, Co-founder and CEO of Harmonic Design and author of Orchestrating Experiences. Quattlebaum believes moments are a powerful concept worth exploring. "What I have been fascinated by is this concept of moment and how it can be an architectural element that we can think about: this moment occurs and this event occurs that we can actually observe and that we can collect data on and that we can then do additional research to then really understand the dynamics around that moment," he said. "And that taps into some systems thinking in terms of drilling into structure and mental models and can we then start to see moments as a design target together? "We can measure it, we can try to understand it, understand how moments are connected to one another.  And if we start using that similar language, and using the term the same way, it can unlock that cross functional collaboration that companies find it really hard to get everybody focused on the same thing."Besides the concept of moments, we also discussed: How do you engage more stakeholders in the process, especially when not everyone is a designer?The concept of zooming outThe role storytelling in sharing insights across the organization Follow our new show: Insights Unlocked