Some very useful principles in this TechCrunch article for designing animation into mobile software interfaces from Tim Donnelly, co-founder of the award-winning Storehouse. With that product, Donnelly and Storehouse CEO Mark Kawano were responsible for significantly raising the bar on how motion is used in mobile user interfaces, so his insight is highly credentialed, for my money. We’re only starting to scratch the surface on what animation can do to enhance the user experience; I expect this area to become much more sophisticated—and much more crucial for successful products—before too long.

Read the full article at techcrunch.com.