Building in Moments
Build product experiences people care about.
Why moments?
Most parts of your product just need to work. Clean and functional.
But there are a few moments in the product experience that have the chance to leave a lasting impression. For example:
NEW
Onboarding
Empty state
Something new
BAD
Error states
Support journey
Something goes wrong
END
End state
Offboarding
Something ends
BYE
Asking for money or data
We part with something
EMM
Communication or mental model
Expectation mismatch
SPEC
Tied to the unique job your product does
A product specific moment
These moments are rooted in human behavioural psychology, and are applicable across all types of products. You can learn how to design them.
No Credit card required • Launching in Autumn 26
Form follows feeling.
Your brand is a series of moments fulfilling a functional and emotional promise consistently over time.
The hard part is to find a moment that matters and to make it feel good (and still be functional).
This framework helps with that:
01
Brand as OS
02
Why moments
03
Choosing a moment
04
Designing the moment
Full Framework
A framework with tools
Building in Moments is a framework for founders. You’ll find a series of tools to work through your product journey and build for the most important moments:
BrandOS
The Moment Canvas
Four Lenses
The Cost Consideration
No Credit card required • Launching in Autumn 26
READY TO GO TOOLS
Building in Moments
Learn how to add unreasonable care to the most important moments across your product journey.
No Credit card required • Launching in Autumn 26
Questions
What is this?
A framework how to build products better, and how to build better products and experiences. It is a way of looking at a customer that has always made sense, but makes even more sense now that we can build faster. We have worked with over fifty companies across sectors, scales and continents and found that moments are the new unit of measuring good experience design.
Who are you to tell me about experience design?
Hi, this is Michael. I run More Yum, a design studio working where brand, marketing and product meet. For the last decade, we have helped companies across industries, countries and scales succeed. Now we are writing some of the things we have learned down.
Who is this for?
People on the ground building the product.
What will it cost?
More than $100 and less than $500. But if you sign up to the waitlist, you can save 13%, so anywhere between $13 and $65.
When will this be released?
In autumn 2026. Did you know that the word autumn coms from the Latin word “aurum” for gold?
Why moments?
We have worked with over fifty companies across sectors, scales and continents and found that moments are the best measure of perceived time in an on-and-off relationship between a person and a product. They are the best unit we have found to measure good experience design.
Why does it matter?
Because your customer does not care about your org chart, processes or ego. They care about getting something done, and feeling seen in the process. More Yum with less fluff.