Addressing Macro & Micro-Moment Design

Look at the big picture, but also the small. With the increasing complexity of website design and the need for a deeper understanding of user intent, UX website designers must take both the macro and micro-moment design into account. This will help identify and address issues that arise when designing websites.


Modern website design is a process that involves various ideas and techniques. These are often used together to create a website that enables users to accomplish their goals. Although micro and macro-moment designs are very different concepts, UX website designers must understand how they are related to developing a user-friendly and functional environment. 

Macro design involves the appearance, layout, and functionality of your website. It refers to components of your website like website architecture, design consistency, page links, search functions, and many more. Micro-moment design focuses on a specific task, form, or page encountered by a user. It is the design basis of that particular item. 


Macro design and micro-moment design can be confusing, but their relationship is clear.     

At New Target, we understand the relationship between the two, which allows us to use the concepts the most effectively and develop better websites for you.

Macro design is basically the larger, overall functions of the website, while micro-moments are a single task the user encounters when navigating through a website. When users visit a website, they must go through specific actions to accomplish their goal, whether it be research, buying, reading, etc. To do this easily, a website must have an effective macro web design. An effective macro design anticipates what users will want or need to do and gives them an enjoyable on-site experience. 

Macro design issues can affect the smaller, micro moments and leave the user’s experience frustrating and lead to them exiting the website before accomplishing their goal.

There can be other reasons for micro-moment failures, but micro design issues are a significant reason some developers may overlook.

If a UX website designer deals with poor website performance and micro-moment design issues, they should take a step back and address the macro design. This will allow them to take a look at the simpler, less noticeable issues within the website. 


An effective macro design is essential to designing a product that people will want to use. The product must match a user’s mental mode so do upfront UX research to gain an understanding of what their mental model may be. Ask things like:

  • What are the users’ expectations of this product?
  • What will they expect buttons or pages to be called?
  • Where will they expect to find their information? 

Another tip to avoid macro design issues is to pick one to two “objects” for each task they will do and make them obvious. For example, if a user uses an app to pay a medical bill, the apparent objects should be bill, policy, clinic visit. 

Macro design is usually the more significant focus for website designers, but that can be dangerous if micro-moments aren’t also closely looked at. Some reasons for micro-moment failures can be technical changes after a prototype was reviewed, lack of user testing, and many more.


To avoid micro-moment design issues, you have to decide the critical make-or-break moments in the interface. At these moments, you need to clearly understand what the user wants to do and what the product owner wants the user to do. Take time to create a design that will ultimately satisfy both of them.

Macro and micro-moment designs are vital to a website’s success, and they must be thought of as parts that work together, not separately. Taking time when designing both as well as dedicating the same time and resources to both will allow you to create an effective website. At New Target, we pay close attention to both macro and micro-moment design to deliver you the best website possible that will fulfill all your and your users’ needs.

A global team of digerati with offices in Washington, D.C. and Southern California, we provide digital marketing, web design, and creative for brands you know and nonprofits you love.

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