Baemin - Breathing life into a service
👋 By Ahn Jung Yun
Can you imagine Baemin without animation? Dynamic feedback and animations have been the key to Baemin's appeal. Without them, we would not have achieved our status as a customer-favorite, as they are essential to creating a user-friendly and engaging experience.
Baemin is South Korea's leading delivery service app that allows you to easily and quickly purchase anything from a meal to groceries or household essentials. Baemin's designers are always thinking of ways to improve the design interface and make the user experience more flexible and dynamic. Lottie animations are the first step towards this goal.
Sending a clearer branding message
When we introduced Baemin, it was designed with versatility in mind, making the user experience dynamic and adaptable.
The initial feedback showed that our key message “fast delivery, one house at a time” did not clearly convey the core identity of our service to users. To solve this problem, we chose to use animation.
The results were truly explosive! As the app went viral, users from various communities shared their joy and delight about Baemin’s new animations. Some expressed their excitement by saying, “As expected, it’s Baemin!”. It confirmed that the short yet powerful animations became a good interaction element with users. We even took it one step further by releasing seasonal animations.
For us, using other formats meant we had to compromise quality due to large file sizes. But with Lottie, we were able to minimize losing quality while still achieving a smaller file size.
Delivering feelings and emotions
Have you heard of Baemin's "Give a Gift" service? What comes to your mind when you think of gifts? You may consider gifts as giving discount coupons or giving food. However, we didn't think that users would simply exchange coupons or food as a gift. Instead, we believed that our users would want to express their feelings and emotions to their loved ones in a unique and heartwarming way. Therefore, we tried to convey this feeling within the service flow by adding a gift box animation to communicate and share their feelings of excitement.
To convey the core values of the "Family Account" service, which emphasizes family connections, we utilized hand-to-hand animation. We also added a sprouting seed for users who protect the environment by avoiding disposable products, allowing them to see the impact of their actions.
In this way, we consider it important to provide the appropriate feedback on users' actions and emotions beyond providing simple functions. We also use animations to show the unique service identity of Baemin even in small reactions, to show our unique service identity.
One thing about Baemin’s icons is that they consist of multiple meanings behind it. For example, the "Order Together" service icon was initially interpreted as a friend-adding icon in its static form, but when animated, it conveyed an additional meaning of togetherness. It was difficult to explain the functionality of a new service with just one icon, but by using an animation that embodies the service's identity, it became more noticeable to the user's eyes, and we were able to explain the meaning and functionality of the icon more clearly without labels or written explanations.
The wait is no longer boring
Just like every service has its own unique loader, Baemin used to have a loader with a repeating badge image. However, the once distinctive identity of the loader felt worn out over time, leading to its update. Although it is just a brief moment, the time the loader appears is the most tedious moment in the world. Baemin transformed the loader into an animation with the word “thump-thump” like the heartbeat, changing the feeling of the wait from tediousness to excitement.
Moreover, Baemin wanted to give users a lively experience until the very last moment of waiting for their food to arrive. From the second the order starts until the food is delivered users see animated Baemin characters, changing through stages. This makes the wait more enjoyable.
Can you imagine Baemin without animation? Dynamic feedback and animations have been the key to Baemin's appeal. Without them, we would not have achieved its status as a customer-favorite, as they are essential to creating a user-friendly and engaging experience.
From the moment you crave the food until the moment it arrives at your doorstep! Lottie animations elevate the user experience through enjoyable and dynamic interactions. Lottie is a highly effective tool that enhances the direction of the service and the creative expression of designers.