What is this?
The Moment Designⓒ is a methodology I’ve been developing and using both with my teams, and my students to plan and craft effective and impactful experiences using new tools and mindset, of moment lens. It is exceptional for transitional experiences such as wizards, onboarding, landing pages, engagement features and much more. Though I’ve been working with it for a long while, I still consider it WIP.
Who is this for?
It’s for service and products builders, and Owners. Designers, P.Ms, CEOs, but also any other owner of service or products (not only digital) like HR and Marketing managers.
Moment /noun/
A moment is a brief transition experience when readiness and the design of the path activates friction. This experience keeps one's mind awake and alert.The outcome of it will determine (a) the effectiveness of the transition, as well as one’s (b) positive or negative impact to the relationship with the service or brand.
I view 'Moments' as experience units, essential for identifying and enhancing critical segments within a flow. By focusing on these moments, we gain insights into the user's journey, paying close attention to their expectations, anticipations, abilities, needs, and past interactions. This approach enables us to meticulously craft solutions that resonate deeply with users.
Design, fix and elevate moments
Our goal is to first identify and address 'broken moments'—instances where transitions fails, leading to not only service or product business failures but also negative experiences that significantly further wearing out the user's connection with the brand or product. Transforming these broken moments into 'effective moments' is our primary focus.
Beyond repair, there lies the opportunity to elevate effective moments into 'impactful moments'. This transition not only enhances user satisfaction but also fosters loyalty, turning casual users into passionate advocates and super fans.
The Moment Design methodology offer more flexibility than traditional tools like journey mapping and empathy maps. Its a tool for both designing and reviewing design. It allows for a focused examination and redesign of specific points within flows, eliminating the need for constant broad overviews.
This precision makes it especially accessible for newcomers to design, offering a relatable and intuitive starting point for understanding UX design principles.
The methodology encompasses several key components:
1. Moment Awareness 💡: Recognizing critical moments within the user’s journey.
2. Identifying Moment Gaps & Opportunities 👓 : Spotting areas for improvement or innovation.
- The Five Types of Moment Journeys: Understanding where design intervention is crucial.
- The Moment Spectrum: Analyzing the dynamics of the customer/brand relationship.
3. Tools for Crafting Impactful Moments ⚒️: Strategies for planning and designing moments that resonate, including:
- Designing and reviewing moments with 'Now messages'.
- Fixing broken moment & elevating critical moments.
- Designing Effective moments.
- Designing Impactful Moments.
- Integrating Design, UX writing, Product illustrations and Motion Design, through the moment lens.
This methodology empowers designers to create more engaging, meaningful experiences, one moment at a time.
