Some Do’s
1. Encourage the user to purchase your products
![](https://cdn.sanity.io/images/0m66vvkr/production/a2801fa46feb5718577501e08992d0fa11149af0-600x254.gif?q=75&auto=format)
2. Take them along a prescribed path
![](https://cdn.sanity.io/images/0m66vvkr/production/47ac72343df0141d7bedfde96679da0589b0dc4a-600x505.gif?q=75&auto=format)
3. Assist with search & wayfinding
![](https://cdn.sanity.io/images/0m66vvkr/production/062ebf44702669f279efb9720ad87920e33fe7ec-600x68.gif?q=75&auto=format)
4. A common ecommerce feature – Hover zoom. Let’s the user to get a more detailed peek at the product, and allows for better small screen experience.
![](https://cdn.sanity.io/images/0m66vvkr/production/2f19455c5d94b5994d857b63e5640388601a68d9-600x365.gif?q=75&auto=format)
5. Enhance the user experience and alleviate frustration by keeping them in the know, every step of the way. Add personality and branding.
![](https://cdn.sanity.io/images/0m66vvkr/production/23b3b6af93bc7e789f988e4185e4b7f8a0e17965-600x200.gif?q=75&auto=format)
![](https://cdn.sanity.io/images/0m66vvkr/production/e80db7b5fe3f9918c9207d2f5fd074c1349c5b44-600x200.gif?q=75&auto=format)
Some Dont’s
Generally speaking, don’t do anything that doesn’t lend to a usable, clean and sensible flow/experience. Don’t design for your ego or add to your users cognitive load – It will sacrifice your narrative. Lend to the experience, don’t add. Be aesthetically-pleasing, but more importantly … Be problem-solving.
- Animation for the sake of animation – Have a purpose. Not everything has to move. Make sure you are fully acquainted with the brand (tone, look, feel) and put that brand in motion. Tell your story. Mailchimp is a great example of how to express brand through aspects of the UI.
- Confuse the user. UI motion design needs to tell a story, connect the dots and give the user context. Use animation for validation and transitions.
- ANIMATE ALL THE THINGS – Overwhelming the user with movement will result in an annoying experience and bogged down site. Compliment the visual design and create motion that will go unnoticed by most. A UI animation should take 100-500 milliseconds from start to finish. Don’t get too flashy (pun intended)
- Design for “likes” instead of your user. If animation is taking the lead role, you’re no longer designing with a purpose. BE INTUITIVE. Don’t try to entertain the user, try to help the user.
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