Before we can say why a microinteraction is important, what exactly is it?
Microinteractions are the little things that turn a good website design into a great one. When designing effective microinteractions for web we are looking at the small design features or modules, that perform a specific task. Functions such as buttons that change colour on hover, or dropdown menus that fade in and fade out, or teaser icons that flip or spin are all good examples.
Microinteractions are moments of visual change or movement that have one main task and they are everywhere! They are in apps on our phones and desktops and other devices we carry. Microinteractions are even in the appliances in our homes too! They are also embedded in the environments in which we live, work and play.
So why are microinteractions important?
The difference between a product you’ll love and a site you tolerate, is often the microinteractions included it. They can make a process easier, more interesting and generally more fun. If done well, they have the potential to bridge the gap between the user and technology through a comfortable and human connection. Microinteractions can improve the user experience (UX) and encourage users to keep coming back or stay longer. The longer a visitor stays on your website, the more likely you are to achieve your desired goal.
At Woodswork Design we’ve implemented microinteractions not only into website design, but also in electronic book design for our educational resource clients.
These microinteractions are what ultimately guides a user through a work flow in an intuitive and effective way. They are designed to encourage a certain action. In the case of a ‘call to action’, microinteraction can result in greater leads or sales. This can be measured by using split testing. The style of the microinteraction should fit naturally with the website design and the culture of the client. The interactions shouldn’t seem out of place or confusing. WordRight, built by Woodswork design, is an example of a site rich in interactions, that fit perfectly with their culture.