Building in Moments
Add meaningful friction and make people feel seen across your entire product journey.
Everybody can build now. Products get shipped quickly and carelessly. And they are fine. Functional. Often artificial, joyless, forgettable. And they are still hogging distribution, mindshare and trust.
Good enough is not good enough anymore.
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, to make it feel good (and still be functional) and to rally across your org to get it done.
Luckily, this framework covers all that and more:
01
Brand as OS
02
Why moments
03
Choosing a moment
04
Designing the moment
05
Structuring the work
Moments?!?
Moments come in all shapes and forms, and are rooted in human behavioural psychology:
Something new
Something high-risk
Something doesn’t work
There’s an expectation mismatch
Something is unpredictable
We have compiled what we know and developed a series of tools to work through it:
BrandOS
The Moment Canvas
Four Lenses
The Cost Consideration
We have worked with over fifty companies across sectors, scales and continents and found that moments are the best unit of measuring good experience design.
No Credit card required • Launching in Autumn 26
Full Framework
One framework, three tools
Building in Moments is a framework for the whole org, best read by everybody. To make it easier, it comes with a series of tools ready to use in your (product / design / etc) team, and a handy .md version for your trusty LLM of choice.
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?
Designers, PMs, engineers, marketing, sales – anybody who is part of the org that is exposed to product or customer. So everybody in a product-centric org.
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 a on-and-off relationship between a person and a product. They are the best unit we have found to measure good experience design.
When will this be released?
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.