The Digital Age is forcing owner/operators to focus on the boundaries between products and services and how they are merging into integrated experiences. While most agree on the why and the what of these, the HOW still presents challenges. Health and Wellness providers need to rethink the design of experiences starting from the outcome and reverse engineer all the way back to concept. This means a holistic approach or a multi/interdisciplinary perspective to deliver value, excitement and impact to the customer. Why is it important to revisit assumptions on existing models? What is important to know? How do we design services that better balance the needs of the customer with the needs of the business?