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Microinteractions are contained product moments that do one small task.

Whenever you mute your phone, rate an app, or set a status message, you are engaging with a microinteraction. They exist around and inside of features, in every app, website, and appliance. They’re often overlooked unless something goes wrong or something works surprisingly well.

And if a microinteraction does work surprisingly well, it can become a Signature Moment. Signature Moments are microinteractions that have been elevated to be part of the brand. Facebook’s Like is a famous example, as is Microsoft’s Start button and Google’s “I’m Feeling Lucky.”

These cases illustrate that the design and use of microinteractions can have meaningful impact on user experience.