How Micromoments are Changing UX Design?
Thanks to the social media influence and the various online communities, where businesses and consumers interact. Some people are busy browsing; whereas there are others who keep on commenting on the social media posts, while others opt for online shopping and more. Businesses and brands are constantly working on attracting, engaging, converting and retaining their customers while trying to prove that they are better than their peers. The need to prove their excellence above others brought about the emergency for a change, which is when user experience (UX) started gaining prominence in all web design strategies.
UX design can be simply defined as the level of a user’s experience while they are on a website is what determines the success of a business. This means if you succeed in optimizing the UX factor to meet the demands of your users you are on your way to success. But, designers often lose the thread of incorporating the excellence of UX in designs while their focus shifts onto those gaudy images and other functionalities. But, UX design experts and researchers reveal that there is in fact a place where you can fix the nodes of UX in your design, which could be tracked in your customer interaction, also called as micromoments.
What exactly is a micromoment?
As we discussed the flow of customer interaction as they move across a website; could be their browsing style; the actions they perform; the minutest details that channelize their interactions across a pre-defined or pre-destined navigation scenario, all sum up micromoments, which could be more than hundreds and thousands of actions and sub actions put together.
Micromoments indeed help the designers to find out what exactly should be incorporated in their designs to ensure that the users are presented with a great experience while they move through a website or an app, which is led smoothly in the direction of their destination.
All actions that a customer takes while they are in their user journey can be defined as decisions that happen in a fraction of seconds. A lot of factors such as abandoned shopping decisions, when a customer was about to place an order and then, they immediately backed off and left. The time gap that made them reverse their decision should be measured and if this is measured, you can easily track down what made them change their decision. This is somewhere you can introduce changes to ensure that next time they don’t abandon their decision. It could be anything from not able to locate a “SUBMIT” button to even their unfamiliarity on guidelines to using a credit card. This time gap that defines the customer actions, also referred to as micromoments or micro interactions and even micro-mini-interactions is what drives customer decisions laying off a platform to help the designers decide what is expected of them.
So, how do we finally optimize these micromoments?
As we know the UX design is one of those aspects that determines customer behavior and influences their action while they are on a website. Analytics could be used to determine and track the path to micromoment optimization. Creating an awesome-looking product is not what matters to a designer but rather offering a great experience through a perfectly optimized interactive website is their priority in terms of optimizing micromoments. By tracking down the micromoments they now can fine tune great consumer experiences that reside in the minutest of details.
In the past, designers when UX was never a concern, designers never gave it a thought to weave magic in the minutest of website aspects, which could easily alter consumer buying decisions is today the key to perfectionizing customer experience. Features such as the size of buttons, the need for check boxes or certain images, etc. are all a part of this micromoment optimization technique. These days micromoments are being trapped through tactics such as rapid prototypes and real-time real-user testing that provide insights in to what customers are actually looking for ultimately leading them to the purchase decisions. When we discuss the size of a button, maybe it might seem to be a change that can be ignored, but these kinds of small changes when combined lead to big variations.
Here are some tips on micromoments to help UX designers to modify or alter their UX strategies to increase customer retention leading to conversions:
1. Mobile responsiveness:
Optimizing the website for mobile devices and/or making it responsive is today an inevitable part of designing websites. So, whenever you are designing a website, it is imperative to ensure that each and every action that a consumer is bound to take while they are accessing your site through their mobile phones is perfectly optimized just like the desktop version. The design should be multi-functional and should contain the flexibility to adapt across any devices. Real time testing would help the designers to actually ensure that the flow of design is happening across the right path.
2.) Feedback appreciation:
This is one thing most of us forget or ignore to include in our design structure. A courtesy to let your users know that they have successfully completed the intended action, which is also known as feedback validation and is an imperative part of micromoment decisions. The best example for this is the Facebook emojis buttons that tells users what they have selected when they perform the actions of “Like, Share, Love or Anger, etc.” The waiting time between clicking on these buttons and the message that pops up is something that entertains the customer waiting out there for the requested action to happen. This reminds of one thing – even when your page pops up with a 404 error, you could design it for better.
3.) There should be an attraction factor that drives your people:
As we discussed even error messages can be designed with a lot of creativity and interaction beauty that will actually keep the customer entertained rather than annoying them. So, you could include graceful and small animation features in your designs that will keep your consumers happy and delightful while they navigate through your website looking for something that they are in need of.
4.) Give them the control:
UX is of course, ensuring that your design is modulated in terms of getting your consumer perform the desired action that they are destined to complete. While you are trying to ensure that your customer has a great experience on your website try to ensure that it is a positive one too, which should be your major objective. They could be doubtful about what actions are expected from them while they are on a website, which is trying to introduce them to newer functionalities and interaction flow. In these cases, you could interview them and get their feedback on where they are stuck or what action on the website is creating a confusion for them.
5.) Stay updated:
Of course, you could always become innovative by implementing your own ideas. But, there could be a suite of ideas that others are following and some of these are usually appreciated by customers, which you could give a try when implementing micromoments on your website the next time.
Micromoments are your door to success in fact leading the path to achieving your business goals.
This has been revolutionizing the strategies of UX designers, while changing the way they approach and implement designs.
A lot has been happening recently in the world of designs along with the importance of UX design gaining popularity as designers are intended to ensure that the customers actually have a positively driven experience, as we discussed in the aforementioned points on how micromoments can be perfectly timed.
Rajeesh is a Director and Creative Head at Acodez. He helps the company to meet its clients’ needs to craft a compelling online presence. His 10+ years experience and expertise in UX, UI, Information Architecture and Wireframing help the company to develop user friendly, pleasing and aesthetically appealing websites. He regularly researches and writes about the latest trends in web designing and development.