More Micro, Less Animation

Interaction Design and Micro Animation

In my experience designing for both television and interactive, the animation needs to have depth and complexity and allow for discovery upon multiple views by the viewer/user. In interactive design, and especially in mobile the less animation the better. In fact if the user does not perceive the animation at all the first time, or even for a month, I belive that’s a great animation. Then upon discovering the animation if the user appreciates the simplicity and nuances thats the beginning of a relationship. Think Paul Rand and how he designed logos, there was often a “hidden smile” for the user to appreciate after experiencing the brand for a long time. Something that takes the relationship a bit further and personalizes it. Then if perhaps the user then again forgets about that animation and takes it for granted again, even better. Remember, the micro-animation  enhances the experience, the less it is “noticed” the further the experiential relationship is imperceptibly enhanced and appreciated. 

Less is more.


In the end, I had a positive CX experience ordering shirts online from Tyrwhitt First time order. The only issue I had was getting the extra discount using the code printed on the back of the brochure they sent me in the mail. They also provided a unique custom printed customer code next to the discount code. The prices looked unbelievably low for the offer, and I figured they wanted to earn me as a first time customer, so I went online shopping and found some quality shirts.

But the offer seemed like it included a CX test. When I went to check out, the offer code was not accepted online, but the online prices were already severely discounted, so good in fact that I ordered anyhow. Then I needed to confirm that I ordered the correct fit, which I had not, and they fixed the order over the phone very quickly. They understand their product. Then when I asked, customer service about it, they happily fulfilled on the discount code and provided the discount online. There was no hesitation, they almost expected it.

Then I agreed to take their survey (I had also allowed them to track my online experience) and completed both, online and on the phone. In the online version, it asked whether I had trouble getting the discount code at checkout. That’s was when the light went on and set me to thinking that this could be a CX test. Discount codes tend to get circulated and abused online, so pinpointing them to specific customers might be the ultimate goal. Confirming on the phone might be a way to weed out online code abuse until it can online. Phone reps smoothed out the issue in stride.

I think when it comes to UX/CX in the future if the retailer sends out a flyer with a Discount code, customer number, and address, an online match of all three could confirm the discount to the pinpointed customer. Otherwise, the experience at Charles Tyrwhitt was good (enough for me to bother writing about it); customer service reps are sharp and helpful, I ordered four quality shirts, received the additional discount, all with a pleasant English accent. Expecting delivery via well-done follow-up email of my order details.

Waiting to see how their online order followup goes as my order is shipped. Then of course the email drip campaign. Ahhh, the simple pleasures of modern customer experiences.

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Text Line Texture by Thomas Hallgren

My first book on design thinking for children was published in 2015. It's on Amazon, the link is below. Hope you enjoy reading it to your children and grandchildren.
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When confronted out of the blue by a thin red Line, our main character, Text, sets out on a fun path of self discovery. A path that leads to a new friendship along the way. For parents who love to read to their children, Text Line Texture is the perfect introduction into the world of text-only books. Children’s Book. Age range: 4-10.