Micro moments can make (or break) experiences

The entire experience of an organisation can be built or broken in the tiny details or micro moments. As Ahmed Shuja, an experience designer, aptly explained over coffee

“Micro moments really matter to users because small niggling problems, which they know can be fixed, drive them more mad than bigger problems. Feelings of empathy towards the brand can make users a little forgiving when it comes to big problems.”

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