Musinsa Shopping: A New Fashion Experience
Jungsun Yoo, Interaction Designer at Musinsa
It became clear that Lottie plays a significant role in expressing the identity of specialty shop brands and enhancing customers' awareness. Today, Lottie is an effective way to stand out from similar design structures.
Originating from an online community named “A place with tons of shoe photos”, which practiced the exchange of various fashion information from Korea and abroad, Musinsa Store has since grown into a fashion shopping service. Musinsa is now lauded as a trustworthy service where customers can purchase genuine products from various brands - from street brands to high-end names.
As Musinsa grew from an online community, they pride themselves in placing great importance on customer participation and fostering mutual growth with its partnered brands. As a fashion store filled with diverse content, Musinsa has introduced Lottie animations to promote these partnerships and new services.
1. Announcing the opening of new specialty shops
Featuring specialized pages for various fashion categories, Musinsa helps customers quickly find and purchase items from a wide range of products specific to each category. When the outlet speciality shop was launched, the shopping service found it necessary to increase its uniqueness by placing its entry point alongside quick menus. With this, an animated logo was added to the button using Lottie because of its file size, performance and motion capabilities.
The Lottie-animated button brought in doubled traffic compared to other buttons. Since then, the button was implemented in the Kids and Sports specialty shops as well.
It became clear that Lottie plays a significant role in expressing the identity of specialty shop brands and enhancing customers' awareness. Today, Lottie is an effective way to stand out from similar design structures.
As the attention and traffic of motion-added buttons increased, Lottie buttons were used in critical promotional services beyond the specialty shops. In particular, Musinsa informs customers of hidden features and new services through its Offerwall service, where users receive points or cashback rewards for completing missions. The design of the points and cashback coins were identical, so motion was added to differentiate them, with the concept of "points explode, and cashback accumulates.”
Lottie's advantages include adding movement to shape layer paths and gradient colors beyond basic properties like position, scale, and opacity. By changing the path shape, a 3D effect can be achieved, and light flow can be expressed through gradient color changes. Using After Effects' time remapping feature appropriately can create rich movements with a sense of depth and tension.
2. Musinsa Live: collaborating with partner brands
Musinsa hosts a fashion brand-focused live broadcast called "MUSINSA LIVE." Collaborating with partner brands, they typically broadcast from 8PM to 10PM. During the live shows, they offer a "like" motion button using the respective brand's logo.
The goal is to increase brand awareness by frequently displaying the brand's logo during the broadcast. Since each brand has different logo sizes and shapes, customization requires effort. However, Musinsa utilizes Lottie to express its corporate philosophy of pursuing mutual growth with partner brands.
3. Going beyond the limits of motion design
Before Lottie, adding animations to mobile apps was quite challenging. GIFs and PNG sequences couldn't provide satisfactory movement due to limitations in file size and quality, often resulting in animations being excluded during production.
However, with Lottie, many mobile services can now express their brand identity through animation. As a result, motion designers' capabilities have expanded significantly from designing app launch simulations, to creating motion assets and interactions that work within actual apps.
LottieFiles continuously strives to improve, add, and promote various features. Their efforts lay the foundation for numerous designers working in the field to expand their imagination and possibilities - a move which Musinsa will always offer support and gratitude for.
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