As technology has evolved and information has become easier to access over the years, our attention spans have, unsurprisingly, shortened. With more and more of us browsing, shopping and streaming via mobile, web designers over the past decade have needed to focus on intuitive, instant feedback and ease of navigation specifically for handheld devices.
Beyond the UX basics, however, micro-interactions have emerged as a fantastic way to further drive user engagement. Many of us come across these tiny UX moments in our everyday browsing without even realising it. But what does micro-interaction design entail, and why is it so important specifically in the here and now?
What are micro-interactions?
Micro-interactions are small, interactive moments that feed back to a web or app user after they complete an action. Some examples include:
- A ‘like’ button or ‘thumb’ changing colour after being tapped.
- Progress completion bars in online forms, showing how much a user has completed.
- Toggle buttons and switches showing that a feature is ‘on’ or ‘off’.
- Loading wheels and animations, sometimes with progress percentages.
While micro-interactions may not directly speed up a user’s experience, they help to inform them that their actions have been recognised, that content is loading, and that apps and websites are reacting correctly to their inputs.
They make up a small part of the instant accessibility puzzle, which site and app developers follow to make user experiences as smooth and efficient as possible. Examples of these interactions in practice include job application web forms that tell you how much more you have left to complete, social media switches that filter content, and mobile slots that load with percentage wheels or progress bars.
Why are micro-interactions important?
Micro-interactions give app and site users instant feedback on actions they take. Whether subtle or obvious, they encourage people to continue using a specific site or service, potentially reducing their chances of clicking away or swiping an app off altogether.
What’s more, micro-interactions give users reassurance that what they interact with is ‘listening’ to them. We all want to know when our ‘likes’ are registered, and it’s easy to get frustrated when we can’t tell if a feature or option has been switched on or off. These interactions help to make user experiences more engaging and satisfying, even if they’re for the most mundane of purposes.
What do we mean by ‘quick-play’?
‘Quick-play’ in the context of mobile browsing refers to UX that aims to shorten the time between an interaction and a desired result. When shopping online, a web user might want to be able to buy products instantly rather than having to add to a basket, check all their details, and then make a payment. There are, of course, occasions where shortening the experience is more appropriate than in others.
However, in an age when we crave instant gratification for tapping buttons, refreshing content or merely visiting websites in the first place, focusing on shortening that gap between interaction and result has become very important. Micro-interactions can be very helpful in this regard, especially if there is no physical way to speed up the results process.
Instead, users are kept informed, happy and engaged with small, simple moments and touches of information that let them know that they’ve been heard, and that results are on their way. Something as simple as iOS’s haptic feedback, where you feel a slight click when you swipe to refresh content, is both satisfying and informative.
Why this matters right now
The exact data on how long the average website user’s attention span actually has remained up for debate. However, what we do know is that many of us are increasingly aware that our attention spans may be decreasing, even if the science behind the concern is somewhat complex.
Ultimately, we all want answers to questions and feedback on our actions sooner rather than later, and for website developers, that means grabbing attention and encouraging people to stay on-page with intuitive design and content planning.
You only have a few seconds to make a great first impression, and where users may have to wait for answers or feedback, micro-interactions can be great for holding attention for that little bit longer. What’s more, the best interactions are genuinely entertaining and informative, meaning that they don’t cajole visitors to stay, but reassure them that they’re in the right place.
Now that you’re aware of them, get ready to see them everywhere you browse!
