A good user experience is all about good moments.

In one moment, a user’s goal can be to figure out the name and purpose of a site after landing there from a Google search result. The goal of the next moment can be to figure out the controls for a video player to watch a screencast about an application. The next can be to figure out how to sign up, or to find out about pricing plans, or to contact the company.

These are not life goals, like those that many designers prefer to capture in the form of a “persona” (a description of an archetypal user within a particular product’s audience), but rather interaction goals.

Achieving great design means asking ourselves, What is it we want the user to do in this moment and how does the interface ...

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