Designing Moments: How to Shape Users' Choices and Behaviors

A single question often lingers throughout any design process: will it work? Often, the short answer is simply – "No." The long answer? "Noooo!" Dissatisfied, we ponder potential improvements in a search for groundbreaking solutions. We turn to bold overarching schemes, 5-year strategies, time-consuming workshops, sprawling customer journey maps or the obvious almighty cure-all of "Do your research!"... but perhaps the answer is so simple it seems insignificant.