“It depends on the small things of life” – this motto is especially true in the wide 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, micromoments and microinteractions make up the decisive advantage that strengthens both acceptance and loyalty to the brand when using a product.
What are micromoments?
In the (mobile) online world it is important to deliver the right content to the right recipient at the right time. It depends on whether the content is perceived as relevant. In a case study, Google has defined five different micromoments 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 tutorial, search engine)
• I-want-to-share (WhatsApp, Facebook, YouTube, Instagram, Snapchat)
What are Microinteractions?
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 exactly 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-interaction”, “micro-interaction” or “micro-interaction”:
• Scroll bar
• Shortcuts (like Copy and Paste)
• Automatic completion of write fields
• The Facebook-Like
• Push notifications on mobile phones
• And much more…
The perfect combination
Maximum conversion rates (conversion of a need and demand into a purchase actually made) can be achieved through the perfect combination of the right micromoment and intuitively designed microinteraction. 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 micromoments and microinteractions ensure that the user is shown the most helpful information for the situation at hand.
Always questioning again
The learnings are to define corresponding micromoments and to assign them to one’s own content. The same applies to functions in the operation of one’s own online offering. Last but not least, the opportunities and implementations must be recorded and made measurable in order to be able to carry out continuous optimizations through analysis and feedback. Accordingly, there is never one solution, but always a continuous further development in the field of tension between analogue needs and digital offers.