Every animation we design has to answer one question: what is it for? Pointing the eye, showing a change of state or making a moment feel finished are all good answers.

Looking busy is not.

Fast in, slow out

Most of our moves start quickly and settle slowly. It feels responsive and calm at the same time. Long build-ups make people wait, and waiting feels like a slow site.

Test on the worst phone

We check every interaction on an old, cheap phone with low battery mode on. If it stutters there, we simplify it until it does not.