FINDING THE MOMENTS THAT MATTER

Harry Beck, a young draughtsman who drew electrical circuits for the Underground pioneered the way we visualise information today. You wont find his face on any coins or stamps, but his fingerprints are all around London. He is responsible for the most influential transit map created for the London tube, which has spawned similar designs across the globe.
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Prior to Beck's design on the underground train map it was about as eligible as a dropped pizza. His designs have helped passengers get a better understanding of where they want to go, at a time that is extremely confusing for those new to transport or in a foreign country.  To the passenger this was in essence a "I-want-to-go moment" and has become critical to their experience.

Here are some other key customer moments: ​

Check out Googles Micro Moments project for more on this, each one is a critical opportunity for brands to shape their customers decisions and preferences.

According to Google our mobile has forever changed the way we live, and it’s forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments.

What Can You Do Today:

1. Make a moments map: Identify a set of moments you want to win or can't afford to lose. Examine all phases of the consumer journey to map moments when people want to find inspiration, learn about your products, make a quick purchase, or anything in between.
2. Understand what the customer needs in the moment: For each moment you want to win, put yourself in the consumer's shoes. Ask “What would make this easier or faster? What content or features would be most helpful for this moment?"
3. Use context to deliver the right experience: Leverage contextual signals like location and time of day to deliver experiences and messages that feel tailor-made for the moment. For example, let customers searching nearby your stores know when the products they’re looking for are in-stock or available for pickup in-store.
4. Optimise across the journey: People move seamlessly across screens and channels. Does your brand deliver seamlessly in return? Don’t let competing objectives or department silos stand in the way. To account for today’s complex, fractured journeys, anchor completely on the consumer and organize around moments.
5. Measure every moment that matters: You cannot afford to under-serve your customers while you're dealing with measurement gaps. While the return on investment for certain moments may not yet be directly measurable, train your team to use credible estimates to ensure nothing’s falling through the cracks.
   
   

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Download the micro-moment case study