A guide to effective motion guidelines in digital products

Designing motion guidelines requires you to keep multiple audiences in mind. Are these guidelines for designers who think visually, developers who think in code, or even external agencies who need an overview? Tweak the content and format accordingly. Below is a practical roadmap for building motion guidelines that work in the real world.

1. Understand motion’s role in UX

Animations are more than glitz. Used well, they clarify interactions by offering instant visual feedback—so users aren’t left wondering, “Did that button actually register?” Consistency is key: if a screen slides in on one page, it should slide in on others. This predictability cuts down on confusion and makes your product more inviting.

2. Set Clear motion principles

You want a sweet spot between chaos and rigidity. If your guidelines are vague, you’ll lose consistency; if they’re too rigid, nobody can innovate. Several brands follow a broad set of ideals from resources like Material Design. For instance:

• Informative: Animations show how elements relate in space (or hierarchy) and preview what will happen.

• Focused: They highlight what matters, rather than distracting users.

• Expressive: They can add moments of flair that reflect the brand’s style.

IBM often distinguishes between “productive” motion—quick and efficient—and “expressive” motion—fun flourishes that bring personality. That means animation can serve both functional and celebratory roles, and your guidelines should embrace both.

3. Define the library of motion building blocks

Think of duration, easing, and effects as the ingredients in your motion “pantry.” 

Duration

For durations, create a few set speeds— “Extra Fast” (t1), “Normal” (t3), etc.—so animations don’t vary wildly from screen to screen.

Easing

Easing curves can also be standardised: perhaps a simple linear approach for everyday toggles, and a playful elastic curve for more dramatic transitions. Document it all so people know what to use, when, and why.

Effects

Effects are also the foundational building blocks of motion guidelines, distinguishing a component from being static. After effects are applied to components, they become interactive systems with a start and end state. You can systematize these effects using a naming convention that describes them in bundles or animate-in and animate-out states.

Choreography

Sometimes you’ll have multiple items moving at once. Do they travel in unison or in a staggered sequence? Are they sharing the spotlight or guiding the user’s focus to one key area? Defining a few choreography approaches prevents a free-for-all and keeps complex transitions from feeling random.

4. Document motion patterns

Give your team real examples. What does a screen shift look like when a user clicks the back button? How does a card animate when it appears or disappears? Summarise each scenario in plain language, share a short video or GIF, and, if possible, provide code snippets. This eliminates guesswork for developers and ensures consistent use of animations across the product.

5. Prototype, test, and iterate

Building prototypes helps you see if your fancy transitions or subtle fades are actually improving the experience. Tools like Figma, Adobe XD, or Principle can generate quick demos for user testing. If users find a transition disorienting or too slow, you can adjust the guidelines.

6. Develop motion assets (and keep them updated)

Over time, your product might expand to new features, new audiences, or even rebranding efforts. By storing animations, transitions, and interactive templates in a central library, your design and engineering teams can plug them in easily. Make sure you revisit these assets regularly. Products evolve, and so should your motion library.

7. Train your team

You can have the best guidelines on earth, but it means nothing if your colleagues don’t understand them. Offer workshops or step-by-step tutorials. Show designers and developers how to incorporate your motion assets smoothly and give them a chance to ask questions. It might feel time-consuming, but it’s cheaper and easier than untangling inconsistent animations down the line.