Do any of these experiences sound familiar? A cleverly designed shopping app in which you can’t find the Buy button. A Phone number text box where it’s unclear whether you need to type dashes, so you waste time typing it both ways to see what works. An illegible CAPTCHA standing between you and the 30 seconds you have remaining to complete your Taylor Swift concert-ticket purchase.
Micro-moments
In our digital, mobile world, at nearly every moment, user experience (UX) matters. Google calls these micro-moments—hundreds of fragmented, in-between, in-the-now, on-the-go times when we turn to technology to research, discover, connect, share, set goals, buy stuff, and do a million other things.
