Motion is the easiest way to make a website feel expensive and the easiest way to make it feel slow. We use three questions to decide what moves.

Does it explain?

A product tour that shows how data flows from one screen to the next explains something words can't. That kind of motion is worth the time it takes to build.

Does it guide?

Small movements can tell people where to look next: a button that nudges, a section that settles into place. These should be quick, quiet and never block reading.

Does it delight, once?

A little moment of joy is fine, like a logo that turns slowly in the corner. But delight that repeats on every scroll stops being delightful by the third time.