Micromoments and microinteractions

The little moments of life.
A perfect combination.

“It depends on the small things of life” – this motto is especially true in the vast online world. Especially today, when individualized distinctions are needed in apps and websites to stand out from the (often unmanageable) crowd. Especially when functions are the same, micro-moments and micro-interactions make up the decisive advantage that strengthens both acceptance and loyalty to the brand when using a product.

What are the micro-moments?
In the (mobile) online world, it is essential to deliver the right content to the correct recipient at the right time. It depends on whether the content is perceived as relevant. In a case study, Google has defined five different micro-moments in which an individual need is immediately satisfied by the use of a mobile device:

• I-want-to-know (search engine, news, social media)
• I-want-to-go (opening hours, directions, addresses, product availability)
• I-want-to-buy (online purchase or payment)
• I-want-to-do (YouTube as a tutorial, search engine)
• I-want-to-share (WhatsApp, Facebook, YouTube, Instagram, Snapchat)

“Life is like a box of chocolates, you never know what you’ll get” – that’s what it’s like on many websites these days – DeSight Studio, as an e-commerce agency, is counting on this not happening.

What are Micro-interactions?
In apps and on websites, (many) simple and often unconscious actions have to be taken again and again, for example, to order a product, send data, upload a picture, give feedback, post a blog post. Microinteractions are now precisely the processes that are necessary to (successfully) implement this action. They have a significant influence on the overall experience (user experience, UX) and ensure how a user perceives the online offering, for example: “micro-interactions,” “micro-interactions” or “micro-interactions”:

• Scroll bar
• Shortcuts (like Copy and Paste)
• Automatic completion of write fields
• The Facebook-Like
• Push notifications on mobile phones
• So much more…

The perfect combination
Maximum conversion rates (conversion of a need and demand into a purchase made) can be achieved through the ideal combination of the right micro-moment and intuitively designed micro-interaction. To achieve this, a range of information must be correctly interpreted and implemented, for example about the device (stationary or mobile, operating system), the user (gender, age, interests), but also the context (time of day, location, search history).

For example Desire for Chinese
When searching for “Chinese food”, the user expects different results at 5 p.m. from a floor-standing device (he is most likely researching a recipe for the evening) than on a smartphone at 9 p.m. in the middle of the city (he is most likely researching where the nearest Chinese restaurant is in his vicinity). Optimally combined micro-moments and micro-interactions ensure that the user is shown the most helpful information for the situation at hand.

Always questioning again
The learnings are to define corresponding micro-moments and to assign them to one’s content. The same applies to functions in the operation of one’s online offering. Last but not least, the opportunities and implementations must be recorded and made measurable to be able to carry out continuous optimizations through analysis and feedback. Accordingly, there is never one solution, but always a constant further development in the field of tension between analog needs and digital offers.

DeSight Studio GmbH | Wolfgang Zdimal

Journalist and professional copywriter Wolfgang Zdimal wrote this article on behalf of DeSight Studio GmbH and published by DeSight Studio GmbH. Wolfgang Zdimal, who manages his business from Vienna, Austria, has more than 20 years of professional experience and writes for the Austrian Federal Economic Chamber, BAWAG P.S.K. Bank or just for DeSight Studio GmbH.