We think of features as a what and how... moments try to understand the why and the context

1. What is a Moment?
A digital moment is defined as a point in space, time and context when a
customer engages with a company on a digital channel to satisfy a need.
What is a digital moment and how does it apply to business?
What makes up a digital moment?
Create: The experience you provide in the context to customer’s need (people,
processes, technology)
Capture: The ability to capture interest, educate, and influence behavior while keeping customer’s
attention from multiple competing priorities (messages, second screens, mobile notifications, family,
home / work responsibilities), make action relevant to context and easy to understand.
Capitalize - A painless and easy action to complete the moment
Drive Emotion
Create Excitement around
content
Encourage Action
Provide ability to take action in context
Painless Action
Make actions easier than all
other platforms
CVDM - Customer Value Driven Moments

2. Features vs Moments
Features are part of a larger whole. Users are expected to expend cognitive
load to:
• Find the feature that satisfies the context.
• Educate themselves to determine benefits / consequences of taking action.
• Route through arduous processes to take action.
Features
Moments are designed to understand customer needs in context and by
platform. Cognitive load is decreased by:
• Understanding need in space and time.
• Applying a ridiculously simple path.
• Micro-journeys designed to drive emotion, encourage action and making
action painless.
Moments
• Identify moment and the context(s) - Product Team / Engineering
• Design the Engagement - UX Team / Product Team / Engineering
• Engineer Technology, Processes, People - Product Team / Engineering
• Analyze results and KPI’s - All
• Re-evaluate and iterate -All
Creating Moments

3. SERVERSIDECLIENTSIDE
FRONT
BACK
MONOLITH
ROUTING & STATE MANAGEMENT - ANGULAR / REACT / VUE / ?
CONTRACT / API
LAYER
BUSINESS LOGIC
DATA ACCESS
BUSINESS
WEB COMPONENT
/ MICRO FRONT
END
CONTRACT / API
LAYER
MICRO STACK
API GATEWAY
What is a micro-stack? (HINT: Its the technical interpretation of a moment)
REACT / ANG / VUE
FRONT
MONOLITH
API GATEWAY
DOMAINMICROSERVICES
DOMAINMICROSERVICES
DOMAINMICROSERVICES
DOMAINMICROSERVICESLegacy Systems Current Implementation Target State

4. Example Moments
Open Account Subscribe to Service Log In (SSO) Respond to Marketing Event Sell Product(s)
MOMENT MOMENT MOMENT MOMENT MOMENT
Independent Deployment by Domain