What Constitutes a Micro-moment?
Necessity is the mother of all inventions. In a constantly evolving marketplace, customers are flooded with numerous choices of brands. To get the desired customer attention, all these brands fiercely compete with each other to grab and increase their fair share in the market. The emergence of UX design only enhanced the capabilities of all these brands to turn and retain the customers’ attention towards their products and services. With the help of a craftily created UX design, the makers of such brands ensure increased customer attention. It helps in retaining customer loyalty, which in turn results in increased customer conversion.
However, UX designers must be careful enough while focusing on the strategic issues of their design. In today’s highly competitive consumer-driven market, UX designers need to focus their attention minutely towards the flow of customer interaction. They need to notice the distinctive nature of the browsing style of their potential customers, including the precise details of the actions they perform. It would be in the interest of the UX designers to keenly observe how these customers channelize their interactions across a pre-defined or pre-destined navigation scenario. All these customer interactions, including the minutest sub-actions through which a customer remains engaged, and ushers through a designated navigation process, are defined as Micro-Moments.
Optimizing the Micro-moments
Consumerism scaled greater heights and is at its peak in the new millennium. All the brands are involved in fierce fights to grab the attention of the customers. Customer conversion is the key to capture and increase their market share. It has often been seen that customers frequently make their purchasing decisions impulsively. An abandoned on-line shopping cart is not an encouraging sight for a business. Such a scenario is a definitive signal to put the house of the businessman in order.
Optimization of micro-moments has the power to pull the concerned business out of its blue. The task here is to decipher the reasons that resulted in the customer abandoning his cart.
Technology has a role here in tracking down the mystery of the abandoned cart. One has to start collecting all relevant data with the help of an analytical tool. As we all know, UX design has the inbuilt ability to interpret and respond to consumer behavior. Today’s UX designers are committed to the cause of their customers and are bound by the obligation to serve them better. As such, they fine-tune their experiences and respond accordingly, involving even the minutest design element. The size of a navigation button on an interface doesn’t seem to be much of an important issue on average. However, with the help of modern analytics, consumer testing process, and rapid prototyping, UX designers can now conduct an in-depth study to determine the exact size of such a navigation button as per customer preferences. Micro-Moments are all like changing a navigation button. However, several such tiny changes can make a big difference for consumers.
Ways and Means to Focus on Micro-moments
1. OBSERVING THE TRENDS: In our ever-changing universe, innovation is the norm. UX designers worldwide need to be aware and vigilant about the latest trends in the UX design. They have to be well informed about what’s happening in the contemporary world of UX design. By appraising themselves about the latest trends, UX designers will be very well placed to use micro-moments to their advantage.
2. CUSTOMER CONVENIENCE: Customers navigate through an interface according to their sweet will. They should feel comfortable while navigating through such an interface. Focusing and modifying the micro-moments and thus making the customer interactions pleasant and convenient to their satisfaction is another utmost important aspect involving micro-moments. Conducting interviews of customers and learning about their experiences can go a long way to deduce the necessary changes that are required to put customers in control of their pursuit.
3. PLACING DUE IMPORTANCE ON ENTERTAINMENT FACTOR: It is important to ensure that customers stay interested and engaged while interacting with an app or website. UX designers should not downplay the importance of entertainment factors while designing an interface. Introducing some sorts of micro-animation in the form of small, subtle type of animations with hovering or rollover effect while entering a new page will keep customers adequately amused and glued to their screen.
4. MAKE THE CUSTOMERS AWARE ABOUT THE STATUS OF THEIR INTERACTIONS: A very commonly used customer feedback process is the Facebook Like button. Such buttons can be programmed with subtle animation. It will bring immense pleasure to a customer when after pushing the like button it changes colour after the icon grows and pops up. Such a simple action ensures customer entertainment as well as affirmation.
After all the above narratives, it may be convincingly concluded that though micro-moments are tiny things, it can revolutionize the strategies of UX designers in a big way creating a big business boost.
