The Challenge

After a bold rebranding effort, Betterfly’s new visual identity was full of vibrant animations and expressive transitions—crafted beautifully by Design Studio. But while the animations looked stunning, they weren’t built for scale. What we had was motion art—what we needed was motion infrastructure.

The Opportunity:
Motion isn’t just eye candy. It’s communication. It educates, celebrates, guides, and connects. It’s the secret ingredient that turns a static UI into a living, breathing experience. And at Betterfly, we knew that motion could do more than delight—it could direct focus, simplify learning, and build emotional connection across every interaction.

Our Mission:
Build a systemized, scalable motion language rooted in purpose and personality—one that reflects Betterfly’s brand essence while empowering teams across products to implement animation consistently and efficiently.

Motion with Meaning

We broke our motion philosophy into three key pillars:

• Expressive: Celebrate key moments. From completing a flow to reaching a milestone, we use animation to inject emotion and joy.

• Educational: Help users understand what’s happening—and what to do next. Motion guides without overwhelming, explains without words.

• Focused: Subtle micro-interactions draw attention to what matters, without distracting from the overall experience.

From Inspiration to Implementation

To bring this vision to life, we:

• Translated Design Studio’s animations into systematized motion tokens and principles

• Created reusable patterns and code snippets that allow developers to implement motion without guesswork

• Built comprehensive documentation, including usage rules, timing guidelines, and visual examples

• Focused on performance and optimization, ensuring animations enhance rather than hinder

• A motion repository with animation assets in different formats for each platform requirements

• Annotation and specs toolkits for designers for handoff documentation

• Training sessions for interaction implementations

• Motion audit artifacts for product teams

Impact

With a shared motion system in place, product teams can now:

✅ Create engaging experiences faster
✅ Maintain consistency across platforms
✅ Stay on-brand while innovating
✅ Scale animations without chaos