This document summarizes a webinar presentation about designing products for micro-moments. Micro-moments are intent-rich moments when customers turn to brands for immediate needs. The presentation teaches how to identify important micro-moments for customers and build a product strategy using a micro-moment framework (m360) to be present across the customer journey. Speakers discuss examples of how companies optimized micro-moments and how the framework can be applied to different industries.

2. DESIGNING FOR MICRO-MOMENTS
Why customer experience should drive your product design strategy
WEBINAR PRESENTATION

3. Speakers
Subhasish Karmakar
Head of Design
Subhasish leads design practices at Imaginea and also drives a design thinking culture in the
company. He comes with a rich experience of over 17 years in defining UX strategy for
globally successful software and consumer electronics products. His end-to-end UX
proficiency and design expertise have also helped organizations set up, and successfully
manage, large-scale global UX practices.
Suresh Babu
Chief Revenue Officer
Suresh drives Imaginea’s business growth through robust sales, marketing, and business
strategies. He is a proven leader with a successful track record spanning 20 years, and is
known for his ability to build high-performance teams and drive profitability and growth.

4. Objective of today’s discussion
Learn how to identify the moments that matter the
most to your customers and how to optimize them
Understanding the power of Micro-Moments
In today’s experience economy, in order to retain or
acquire new customers, you need to be present in a
meaningful way in all the Micro-Moments
How to be present in all key Micro-Moments
Learn how to create a seamless customer
experience across multiple touch points using our
m360 framework
Building product strategy using m360 framework

5. Key takeaways
Understand Micro-Moments and their importance
How to identify Micro-Moments that are relevant for your business
How to build product strategy based on key Micro-Moments: Examples
A framework for building your product strategy

6. What are
Micro-Moments
Intent rich, contextual, and
immediate moments for which the
customer turns to a device/ product/
brand—to take a certain action.
Ways brands can win in Micro-Moments
Thinking with Google

7. Why Micro-Moments matter?
FIAT drives brand goals
by being there for small
car searchers
Sprint drives people in-store
Walmart improves
mobile performance
with faster load times
50%
90%
69%
Users purchase from a brand other
than the intended one because the
information provided is useful
Users leave and never return on a
mobile site or app if it doesn’t
satisfy their needs
Online consumers agree that the
quality, timing or relevance of a
message influences their
perception of a brand or product

8. Apple got it right!

9. HOW TO DESIGN FOR MICRO-MOMENTS

10. Design for Micro-Moments
Identify the Micro-Moments that matter
to your brand
Understand the customer journey
and touch points
Deliver on user needs by focusing on
behavior within each Micro-Moment

11. INTENT DRIVES CHANGE…
…DEMOGRAPHICS RARELY TELLS
THE WHOLE STORY

12. The moments of intent
Being there and being relevant is at the core of a product experience
I want to
KNOW
Exploring, feeding
passion, learning
I want to
DO
Seeking
instructions
I want to
ACCOMPLISH
Buying, completing
a task, publishing
I want to
EXPERIENCE
Experiencing the
accomplished tasks,
evaluating

13. m360 framework: Moments-driven design framework

14. MAKING TRAVEL EXPERIENCE
MEMORABLE
Building a simple yet flexible holiday planning and booking platform

15. The Micro-Moments during travel

16. Target specific user group with
relevant destination
Hotels and activities populated
based on user's interest
Motivate users by showcasing different
themed vacations
Personalized emailers to existing
customers
Dreaming of traveling

17. Suggestive travel itinerary that
is completely editable
Select flight and class based on
previous user behavior
Guided stepwise flow, which
can resume after drop-off
Planning the vacation

18. Clear and upfront information
at the time of need
Ability to partially pay and
block itinerary
In-page edits without tracing
back the steps
Let’s go

19. Information guides are sent
before departure
Contacts of hotels and excursion
services always available
Calendar-based itinerary view
to keep you in the loop
Continuing to be useful
Location-based information of
the holiday destinations

20. SELLING MADE SIMPLE
A tablet-based app which helps the agent to understand, propose, and sell insurance products to customers

21. Work in Progress
The Micro-Moments of an Insurance Agent

22. A dedicated tablet app designed
to fulfill agents’ needs
System suggested ‘to-do’s
sorted on the basis of priority
Agent-manager-customer:
3-way updates and access
What’s up for the day

23. Dynamic product catalogs based on
customer needs make selling easy
Built-in calendar to set appointments
Section-based home page to show
different levels of information, such
as current target, achieved goals, and
ranking
What’s my target

24. Scan-and-pay feature
A simple share payment link to
ensure the customer pays at ease
Notification of expiring insurance
and reminders for follow-up to
make sales faster
Making the sale
Integrated contact lists/
customer histories help take
decisions faster

25. Snapshot of progress
Team performance indicators act
as motivators
Star ranking to ensure agents push
themselves ahead of their internal
competitions
How am I performing
Ads, tips, bonus prize keep the
agents updated

26. BUILD BUSINESS APPS FAST
Making application building as simple as drag-and-drop

27. Enterprise RAD platform Customer Journey

28. Targeted message based on
user traits
Information structure to match
the mental model of the users
Interactive visuals
Quick signup

29. 30-second guided tour of key
elements of the interface
Widget tooltip
Action-based app tutorial

30. Preview even before completing!
In any device, even on your phone!

31. Interface redesign to mimic the
app creation process
Facilitates collaboration
Showcase your app in the app store

32. Your challenges
Converting customers from
explorers to buyers
Is your business moments-ready?
Questions to ask Steps you can take
Driving traffic to your product
Retaining users of your product
Increase in customer support cost
and negative reviews
Reaching out to your audience;
Making your product market ready
Are you targeting the right
audience?
Are you present in the key
Micro-Moments?
Is the product self explanatory?
Is your product designed keeping
end users in mind?
Do you have a holistic content
marketing strategy?
Enhance brand experience across
touch points (social, web, mobile)
Define User Experience strategy
using our m360 framework
Improve First Time User Experience
strategy for your product to ensure
user retention
Take design thinking-led approach to
to improve usability
Make your product market-ready
(from marketing campaign design to
videos and motion graphics
animation, we do it all)

33. Recap
Understood what are Micro-Moments and why they are important
What are the 4 Key Micro-Moments
How to create Customer Journey maps
Understood the basics of m360 design framework (Moments-Driven Design Framework)
How m360 design framework can be applied across different industries/ verticals
How to create your product strategy using our m360 framework

34. About Imaginea
Products built from
conception-code-cash User-centric design Agile methodology
Unique products and services
Serving over
200 product companies
Pramati’s M&As of leading
products
1300+ engineers
Innovation
enablement
Serving from
5 global locations

35. Billion touchpoints, brilliant experiences
Design thinkers from
diverse practices
Solving human problem
through design and technology
Creating experience for
the future
Consultant EntrepreneurCartoonist
Chef Furniture
Designer
Journalist
Present
Data Better
Manage-and-Buy
Policy
Integrated UX
Predict
Patient Inflow
Manage
Human Resource
Social
Connect
www.imaginea.com/design

37. Speakers
Suresh Babu
Chief Revenue Officer
Subhasish Karmakar
Head of Design

38. Disclaimer
This document may contain forward-looking statements concerning products and strategies. These statements are based on
management's current expectations and actual results may differ materially from those projected, as a result of certain risks,
uncertainties and assumptions, including but not limited to: the growth of the markets addressed by our products and our
customers' products, the demand for and market acceptance of our products; our ability to successfully compete in the
markets in which we do business; our ability to successfully address the cost structure of our offerings; the ability to develop
and implement new technologies and to obtain protection for the related intellectual property; and our ability to realize
financial and strategic benefits of past and future transactions. These forward-looking statements are made only as of the
date indicated, and the company disclaims any obligation to update or revise the information contained in any
forward-looking statements, whether as a result of new information, future events or otherwise.
All Trademarks and other registered marks belong to their respective owners.
Copyright © 2017, Imaginea Technologies, Inc. and/or its affiliates. All rights reserved.
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