Abstract
In this paper, the author discusses the importance of time axis in designing products and services. Two examples examined are: systematic classification of approaches to design against disaster based on stress - strength model in reliability engineering, and Expectology as a framework for a systematic and MECE (mutually exclusive collectively exhaustive) classification of consumers' every possible cognitive and emotional response to product and service design prior and posterior to experiencing and purchasing them: positive (e.g., expectation, satisfaction, delight), neutral (e.g., disinterest, detachment) and negative (e.g., anxiety, dissatisfaction, disappointment).
