What Exactly Is a “Critical Moment” for Interaction?

In today’s digital-first world, grabbing a user’s attention at just the right time is a make-or-break moment. You’ve likely experienced it yourself—whether you’re shopping online or browsing for a service, there’s that fleeting instant when the right nudge or suggestion could make all the difference. That’s what we call the “critical moment.” Think of it like this: when you’re in a physical store, you might be comparing two products on a shelf. Maybe you’re unsure which one fits your needs, and suddenly, a salesperson steps in with just the right insight or suggestion. That small, timely interaction can be the tipping point. But when you’re shopping online, where’s that help? How does the digital experience anticipate what you need in real-time, without making it feel forced or out of place?