2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

Animate a Smarter UI: Tips for Motion on the Web

#sxsw #smarterUI


You’ve seen them. The blinking, pulsing eyesores. Animations used by developers and designers who think “Because I can” is a good excuse.
It’s not.
On the web, there should be a reason for everything. Every transition, triggered event, and state change needs a purpose.
In this session, we’ll cover the only 5 reasons to ever use web animations:
1. Focus
2. Notify
3. Hint
4. React
5. Orient
(Plus one bonus — but it’s a secret.)
We’ll break down each category, looking at what works and what doesn’t — and why. You’ll see some brilliant uses of UI animation. And some terrible displays of superfluous bouncies.
Then, we’ll dig into some real code and give a live demo of creating some simple, purposeful animations with a little personality.
You’ll leave with a few new tricks up your sleeve and a fresh outlook on animations on the web.



Gabe Martin


Digital ACD at archer>malmo in Memphis, TN.


Robby Grant

Dir of Digital Dev


Robby has worked in digital development and user experience design for 14+ years. He has experience with B2B, B2C, and non-profit clients including St. Jude Children's Hospital, FedEx, Hilton Hotels and Zoetis. He is currently Director of Digital Development at archer>malmo.

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