Client :
Essence Parfums
Service :
Art direction & e-commerce
Sector :
Art Direction
Year :
2024
Ethereal Essence is a dynamic and immersive digital experience designed to redefine modern visual storytelling. The project focused on creating a seamless blend of motion design, interactivity.
Challenge
Problem:
Static interface failed to explain real-time AI decision-making.
Low user retention (25% bounce rate within 2 minutes).
Brand perceived as “cold” and overly technical.
Solution:
Designed a modular motion system to visualize data flows and AI processes.
Created educational micro-animations for onboarding.
Introduced kinetic branding (animated logo, interactive transitions).
Approach
1. Discovery
Mapped 12 key user pain points through session recordings.
Audited 50+ competitor animations to define differentiation.
2. Concept Development
Storyboarded 8 core interactions (e.g., “Neural Network Activation”).
Defined motion principles: Precision, Fluidity, Delight.
3. Animation & Testing
Built 30+ Lottie animations for cross-platform compatibility.
A/B tested motion speed and easing curves with 500 users.
4. Handoff
Delivered a Figma Motion Library with reusable components.
Trained the client’s dev team on animation implementation.
