Hot Minute #34: Micro UX – The Future of Digital Design in Advertising

I sweat the small stuff. Despite what prevailing new-agey ethos says, the small stuff can make or break a digital experience and greatly enhance or diminish – what the user sees as – your product.

Micro UX takes that into account, examining and enhancing the smallest building blocks of interactivity and assuring ease of use and aesthetic appeal at every turn. When programs are adapted to better suit typical user activity, this “microinteraction” gives the program an advantage over other similar programs, which may not ostensibly have the same features.

Take, for instance, the once very real rivalry between Facebook and MySpace. Facebook tackled refresh rate on their platform right out of the gate ensuring users got the latest most relevant content whenever they were on the site; MySpace didn’t. And you know who won that battle. Basically, savvy digital content purveyors are putting their money on micointeractions, and have been for the past decade. And your experience is that much better for it.

Micro Interactions – What Drives Micro UX?

A “microinteraction” is a brief exchange with a singular purpose. Whether it’s a little sound effect, the quick process of logging into a website, the ability to give feedback through a single click, or one of a million other little details, a well-designed microinteraction can connect you to a website. By focusing on Micro UX and these increasingly important “microinteractions,” designers and developers are making their creations more and more interactive and inherently more effective.

Don’t be Afraid of Beta – Let the User Guide Your Design

We love beta, and users love beta too. A soft launch is a perfect way to bring customer feedback into the design process and test ideas. Letting users interact with the raw version of an advertisement or website can make a good digital piece great: and effectively real-time qualitative research with clearly defined actionable results.

The Future of Micro UX

When you’re talking digital design and development, it really is all about the little things. We love the little things, and most designers understand there’s power in small design and development. It’s our job as digital marketers to anticipate trends in Micro UX, and support enthusiasm for detail-oriented web development. Mark my words: Micro UX will become a dominant process in any build over the next couple of years, so think little if you want to get those big results.

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