 We don't design with rituals in our services, then we're not really that human sentiment. As material, it can be deconstructed, understood, unpacked. Once you start to see those structures in ritual, then you can start using it as material for service design. And what you're doing, you're adding meaning to time. It's not just about how do you pass the time, how do you add touch points to get somebody through a service. It's like, how do I find moments of transition in a service experience where I can actually design these transitions and give meaning to time?