One of the best approaches to make animation functional not only attractive is to reveal the problems that it potentially can solve. It can be done at all the stages of design process:
…se websites went through radical redesigns, which are often referred to as revolutionary redesigns. We’ve seen many companies apply these revolutionary redesigns in the recent years, often resulting in traffic drop, conversions decrease and eventually profit losses.
Lately, there’s been a lot of buzz about writing in design. Whether you call it UX writing, product writing, or content design, it’s clear that the words in your design matter.