The Danish digital studio Spring/Summer makes immersive digital experiences for brands such as American Express, Stine Goya and Roskilde Festival. Here, they explain how small magic moments help give users a great experience.
As you can see from the above video, Danish design studio Spring/Summer has a thing for magic moments. They believe that such moments form the key part of the digital user experience. They are the small design details that support a brand’s identity and create a connection with the user.
Spring/Summer designs and develops apps and websites. The company was founded in 2011 and has since then made digital solutions for Bang & Olufsen, American Express and many more. Jeppe Kruse is Director of User Experience. It is his opinion that part of Spring/Summer’s success can be traced back to magic moments:
“We work with these details in every step of our design process to make something special that stands out. I don’t think ‘magic moments’ is a term that we invented as I’m sure other companies use it as well. However, we try to create details that surprise the user and help them with a brand or an experience,” Kruse says.
A magic moment can be a logo that’s animated rather than a static image, or it could be a webpage menu, which drops down in an unconventional way with different colours. Jeppe Kruse points to an online store they made for Simply Chocolate, where the chocolate bars unpack themselves as you scroll down the site. This makes the webpage and the products feel alive.
The ecosystem of a webpage
Kruse explains that every app and webpage has its own ecosystem. Certain elements must be there in order for the page to work, and then there are elements that define the page and make it worth visiting.
“The magic moments are not crucial in order for a page to work. For instance, if you removed the moments from one of our e-commerce sites (online shops ed.), you’d still be able to buy the products you want. But, the site would lose its charm because the magic moments are what creates its identity,” he says.
The users don’t necessarily notice the magic moments because they are small and spread out across the entire page and integrated into the experience. However, at a subconscious level the elements build a stronger connection between the user and the brand.
Ideas from everyone
At Spring/Summer, everyone, from developers to designers and project managers, chips in with ideas for magic moments. This happens throughout the design process, where the team then evaluate the ideas based on how they reflect the brand.
“We design for clients who make a living out of offering a good experience to their user. That’s why it’s important that every aspect of the user’s interaction with our solutions adds value for the client,” Kruse says.
The opposite of a magic moment can ruin the experience. Kruse believes that it can sometimes be a matter of milliseconds between the right and the wrong moment.
“If pictures load slowly or if the search menu doesn’t work intuitively, a user leaves your site with a negative impression. That’s why we strive to create a fast and smooth digital experience, which puts a smile on your face or leaves you filled with delight at such a fab digi experience!”