Designing for Critical Customer Micro-Moments
Being conscious of how good design will help you win at key moments in your customer’s journey
It is well understood that design no longer means simply creating a nice looking website or app. Today, designers are asked to create seamless experiences across multiple devices and along each step of the customer journey. Each touch point must be methodically designed and this now means designing for micro-moments.
Now, unless you haven’t been reading design and marketing articles for the past few months, by now you should be familiar with micro-moments. If not, please take a couple of minutes to read our quick overview here. It is one thing to know what micro-moments are and another thing to know how to design for them. Let’s get started.
Friction Is Bad
In 2016, consumers no longer hope to get instant information about a product or service, they expect to get instant information. If your site does not come up in relevant search results, is too slow or poorly designed (to name a few), this is called friction and it is killing your conversion.
Mobile users want to do their brand research in an instant and receive helpful, contextual information at lightning speed. How you design your customer interactions and contextual features will be the key to winning in these moments.
- 29% of smartphone users will immediately switch to another site or app if it doesn’t satisfy their needs. In fact, of those who switch, 70% do so because it takes too long to load.1
- 67% will switch if it takes too many steps to purchase or get desired information.1
- 40% of shoppers will wait no more than three seconds before abandoning a retail or travel site.1
“With the idea of micro-moments, we have new touch points to consider, understand and design for during the customer journey map.
Muriel Garreta Domingo — Micro-moments: Are you designing for them?
It is important to know that each brand has their own set of valuable micro-moments that they must win. With this in mind, it is crucial that you take the time re-visit your customer journey to discover what your brands micro-moments are. You should identify where your product is either excelling or creating issues for your customers.
“Progressive Insurance anticipated that filing a claim on mobile was a need for their consumers, but realized people were dropping out early in their 24-step claim filing process. With creativity and teamwork, Progressive reduced the mobile claim process down to just five screens. The result was a remarkable seven-fold increase in claim submissions and a 35% rise in the start-to-finish rate for claim submissions in the app.”
Once you have identified your pain points and with the micro-moments in mind, begin working with your design team to re-imagine how a new design can help solve your customer problems or enhance your product.
By presenting your business in a time of need (e.g. offering answers or support), you are building brand credibility. This is important because, as you know, brand credibility is the key to opening the doors to conversions and brand loyalty. Be creative and find opportunities to reach out to your customers across channels such as YouTube or social media. This will help to introduce your brand to customers who may not otherwise have come across your company.
“Home Depot is a real-life example of a brand that understands the power of intent. Years ago it figured out “do-it-yourselfers” were turning to their phones — especially YouTube — to learn everything from “how to tile a bathroom floor” to “how to build an outdoor fire pit.” So to be more useful in these I-want-to-do moments, Home Depot built a content marketing strategy centered around “how-to” videos on YouTube. Today the collection has hundreds of videos, with the top 10 videos each reaching a million views or more. The full Home Depot “how-to” collection has received more than 48 million views.”
Trish Mueller, senior vice president and chief marketing officer at The Home Depot
Critique overall where your product can win in the micro-moments by continually evaluating how you stack up in these key instances.
“UX designers really need to pay attention to micro-moments. The brands that are there to help us in these moments are the ones who are going to win our hearts, minds and ultimately our dollars” —
Effectively winning over customers in these new moments of need is done by having your whole team work together from marketers, developers, analysts to designers.
1 Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015, n=1,291 online smartphone users 18+