The Shady Web

How to use CSS as your brand’s body language

Heidi Olsen              @swisswebmiss

Senior Developer @ eROI

Cat Lover

World Traveler

Fun Professional

#EmailGeek

Hi! I'm Heidi.

SPACE NEWS

SPACE NEWS

Fake Timers

Misdirection

Intrusive Popups

I can haz email?

Using CSS for Good

Help People

Be True

Using CSS for Good

Improve Usability

Express Your Brand

Help People

Be True

Using CSS for Good

Improve Usability

Express Your Brand

Animation Workflow

Be An Advocate

Animation isn't just for decoration,

it is an invaluable tool for creating a better web.

 Rachel Nabors

Improve Usability

CONNECT CONTEXTS

GUIDE TASKS + DEMONSTRATE

PROVIDE FEEDBACK

CONNECT CONTEXTS

GUIDE TASKS + DEMONSTRATE

PROVIDE FEEDBACK

Source: en.wikipedia.org/wiki/Display_size

Animation can help orient users to the spatial relationships in your interface

Context Changes

Visual Continuity

CONNECT CONTEXTS

GUIDE TASKS + DEMONSTRATE

PROVIDE FEEDBACK

Source: material.io/guidelines/motion

Context Changes

CONNECT CONTEXTS

GUIDE TASKS + DEMONSTRATE

PROVIDE FEEDBACK

Source: dribbble.com/RustyRuncie

Visual Continuity

CONNECT CONTEXTS

GUIDE TASKS + DEMONSTRATE

PROVIDE FEEDBACK

Animation can help guide the user by assisting in task

Direct Attention

Demonstrate Functionality

PRO TIP: Never, ever block access to content or navigation.

CONNECT CONTEXTS

GUIDE TASKS + DEMONSTRATE

PROVIDE FEEDBACK

Source: dash.readme.io

Direct Attention

CONNECT CONTEXTS

GUIDE TASKS + DEMONSTRATE

PROVIDE FEEDBACK

Source: mailchimp.com

Demonstrate Functionality

CONNECT CONTEXTS

GUIDE TASKS + DEMONSTRATE

PROVIDE FEEDBACK

Animation can help let the user know what is happening behind the scenes

Confirming an action

"Unsuck" waiting time

CONNECT CONTEXTS

GUIDE TASKS + DEMONSTRATE

PROVIDE FEEDBACK

Confirm Action

Source: slides.com + Stripe Checkout

CONNECT CONTEXTS

GUIDE TASKS + DEMONSTRATE

PROVIDE FEEDBACK

PRO TIP: Progress bars with accelerating bands feel 12% faster.

dribbble.com/shots/773791-Progress-Bar-Icons

"Unsuck" Waiting Time

CONNECT CONTEXTS

GUIDE TASKS + DEMONSTRATE

PROVIDE FEEDBACK

Source: Slack

"Unsuck" Waiting Time

CONNECT CONTEXTS

GUIDE TASKS + DEMONSTRATE

PROVIDE FEEDBACK

CONNECT CONTEXTS

GUIDE TASKS + DEMONSTRATE

PROVIDE FEEDBACK

We can help the user by:

Revealing the relationships in your interface

Show, not tell the user how to complete tasks

Communicate the behind-the-scenes process

*

Express Your Brand

MICROSTORIES

MOTION AUDIT

FIND YOUR VOICE

Great animation has both

purpose and style.

 Val Head

MICROSTORIES

MOTION AUDIT

FIND YOUR VOICE

MICROSTORIES

MOTION AUDIT

FIND YOUR VOICE

What would you like your animations to say?

MICROSTORIES

MOTION AUDIT

FIND YOUR VOICE

There are two approaches to begin defining how your brand expresses itself in motion:
 

Start by evaluating what you already have and build from there.
Determine what it is your brand should be saying about itself on a high level, and then determine how individual animations will express that concept.

Take inventory of all motion assets across all digital properties

Categorize by type and then purpose

Review with your team, test specific interactions to see:

• Global Trends

• Potential Redundancies

• Authentic to your brand voice

MICROSTORIES

MOTION AUDIT

FIND YOUR VOICE

MICROSTORIES

MOTION AUDIT

FIND YOUR VOICE

CTAs

Drawer

Reveal

Select

MICROSTORIES

MOTION AUDIT

FIND YOUR VOICE

Provide Feedback

Connect Context

Express Brand

Guide Tasks

MICROSTORIES

MOTION AUDIT

FIND YOUR VOICE

Involve animation discussion early in the process

Could any major tasks benefit from additional mechanisms for feedback, focus, causality, demonstration or orientation?

What are the most important interactions for your user? What offers the most value?

Revisit your copywriting guidelines help identify voice + tone.

Source: voiceandtone.com (MailChimp)

MICROSTORIES

MOTION AUDIT

FIND YOUR VOICE

Source: mailchimp.com/vs-the-black-hole

MICROSTORIES

MOTION AUDIT

FIND YOUR VOICE

MICROSTORIES

MOTION AUDIT

FIND YOUR VOICE

We can express our brand successfully through:

Taking inventory

Identify your brand voice

Determine what you want your brand to say

*

Animation Workflow

TOOLS + PROCESS

HUMAN TOUCH

DOCUMENTATION

Trusting your gut is trusting the collection

of all your subconscious experiences.

 Melody Wilding

TOOLS + PROCESS

HUMAN TOUCH

DOCUMENTATION

1. Storyboard

3. Prototype

2. Sketch

1. Storyboard

2. Sketch

3. Prototype

TOOLS + PROCESS

HUMAN TOUCH

DOCUMENTATION

1. Storyboard

2. Sketch

3. Prototype

TOOLS + PROCESS

HUMAN TOUCH

DOCUMENTATION

Readability is the standard of judgement, don't jeopardize that in sake of performance

Is it readable?

How does it make you feel?

TOOLS + PROCESS

HUMAN TOUCH

DOCUMENTATION

Integrate your animations into a design system

Examples of what you do and what you don't do

Create efficiencies with animation presets

Naming convention guidelines

 

TOOLS + PROCESS

HUMAN TOUCH

DOCUMENTATION

Source: carbondesignsystem.com/style/motion

TOOLS + PROCESS

HUMAN TOUCH

DOCUMENTATION

TOOLS + PROCESS

HUMAN TOUCH

DOCUMENTATION

We can integrate animation into
our workflow by:

Identifying a process that works for the team

Usability testing to gauge readability

Document for future use to provide consistency

*

Be An Advocate

Its easier to ask for forgiveness

than it is to get permission.

 

— OG Computer Programmer Grace Hopper

(according to some site on the internet, but I could see her saying it)

Random Riffs

Slow and steady

Share articles with peers

Keep an eye on competitors

Do now, ask for forgiveness later.

Resources:

Books:

Designing Interface Animation, Val Head

Designing for Emotion, Aarron Walter

SVG Animations, Sarah Drasner

 

Courses:

Web Animation Essentials

 

 

Any Questions?

Thank you for having me.

Heidi Olsen              @swisswebmiss

The Shady Web, RefreshPDX

By Heidi Olsen

The Shady Web, RefreshPDX

Presented at the RefreshPDX Meetup in Portland, OR June 21, 2017

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