top of page

Motion Guidelines

Loox, 2024

Defined and implemented Loox’s motion guidelines, establishing a cohesive and scalable motion language across product and brand. The system transformed motion from isolated animations into a purposeful layer of the user experience.

Role

Motion Direction, System Design, Animation, Implementation Guidance

Credits

UX Design by Anya Lashenko and Janna Pak

Background

Inspired by structured UX motion frameworks, I set out to define a cohesive motion language for Loox. The goal was to move from ad-hoc animations to a system that feels intentional, repeatable, and aligned with the product experience.

Weightless

Loox’s motion extends its “e-commerce in space” narrative through a light, floating behaviour.

Movement avoids rigid transitions, favouring drift and continuity to create a distinct yet controlled experience.

In practice:

  • Soft easing, no hard stops

  • Horizontal and curved paths

  • Minimal sense of gravity

  • Subtle layered depth

Instant
Interactions feel immediate and responsive.
 Every action is acknowledged without delay.

In practice:

  • Reinforces user agency

  • Reflects physical properties like weight and momentum

  • Creates a sense of responsiveness

Cheeky
Loox’s motion adds a layer of character across the experience.
It introduces personality without compromising clarity or usability.

In practice:

  • Subtle, playful details

  • Character in key moments

  • A sense of life across all screens

Simple
The ideal state is when motion feels expected, not noticed.
It creates flow rather than spectacle.

In practice:

  • Supports the primary task

  • Never distracts from key actions

  • Feels like the natural way things move

Scalable
Not every interaction calls for the same level of expression.
 Some should feel almost invisible, while others can carry more character.

In practice:

  • Focuses attention on what matters

  • Scales from subtle to expressive

  • Supports different product moments

  • Maintains consistency across surfaces

Clear
Motion reduces cognitive load by making interactions easier to follow.

In practice:

  • Where something came from

  • What has changed

  • What is connected

Impact

Motion became a consistent and scalable layer within the product, rather than a one-off enhancement. It improved overall polish and cohesion, while making collaboration between design and engineering more efficient and predictable.

bottom of page