I firmly believe that UX/UI and motion design are tightly woven together. Animations are an integral part of the interaction experience and are an important tool for problem solving and product usability. Continuous improvement of methods and tools also ensures more natural and pleasant looking movements in apps and web interfaces.

While another part of the team was responsible for creating the more functional UX motion design, my role was to design and animate the decorative kinetic iconography. It will be used across various digital platforms, including the website, social media, and pitch decks.

One of the key steps in the process was to analyse the brand identity of the UXMA in order to adapt it to an animation style. To illustrate our analysis, we have created an infographic, which you can see to the left.

To ensure a uniform animation style, we defined a primary animation curve (and a reversed one for optimized easing purposes). While the animation begins at a rapid pace, it gradually slows down, aligning with our objective of creating a relaxed yet natural feel.