The Mission
Create an engaging product tour animation for IFIRMA, highlighting key features like CRM, e-commerce integrations, and expert accounting services, to help small businesses understand the value of its invoicing software.
The Outcome
The animation was featured as the hero video on IFIRMA’s homepage, enhancing user engagement and clarifying the platform’s functionalities. It also served as a successful retargeting ad, boosting conversions.
The Impact
The product tour animation aligned with IFIRMA’s brand identity and marketing strategy, increasing customer engagement and helping potential users better understand the SaaS solution, leading to higher retention and conversion rates.
Client
Services
- Art direction
- Storyboard development
- Music research
- Motion Graphics
Software used
Figma
Figma Jam
Illustrator
After Effects
Element 3D
Google Workspace
Project Overview
IFIRMA is a FinTech company offering a dedicated accountant specializing in your industry to handle your company’s finances. Ideal for small businesses and freelancers, it combines expert guidance with tools for bookkeeping and tax compliance. The company also provides SaaS software for those who prefer to manage accounting independently, including features for invoicing and finance tracking.
Client Goals & Objectives
The first step was understanding IFIRMA’s goals for this product tour animation. Through in-depth discussions with stakeholders, I gained clarity on their business objectives and marketing strategy. This video wasn’t just about showcasing UI features like CRM, e-commerce integrations, and detailed reporting; it also needed to emphasize the platform’s standout offering—expert accountants who make managing finances simple and stress-free.
Visual Ideation & Concept Development
Once I understood the project’s goals, I started brainstorming visual concepts. While I frequently use Figma, I began with an old-school notecard system. Writing down ideas on paper and arranging them physically allowed for quick experimentation. This method let creativity flow naturally without digital distractions.
With initial concepts in place, I transitioned to Figma to develop a mood board, defining the design language and style guidelines. I gathered references and inspirations to ensure the visual style aligned with the brand’s identity and the animation’s purpose.
Storytelling & Scriptwriting
I took a hands-on approach to understanding IFIRMA’s features, exploring demo versions and digging through the website’s content. This gave me a solid understanding of how everything worked and what needed to stand out. From there, I started drafting the script, focusing on clear and engaging ways to showcase the features. After a few iterations, I refined it into a narrative that seamlessly combined UX animation with storytelling.
Storyboarding & Art Direction
To bring the animation to life, I developed a storyboard using screenshots of the invoicing app and curated reference visuals. My goal was to simplify the UI, highlighting only the elements essential to the story. Collaborating closely with the graphic designer, I provided direction on maintaining consistent design scales across sections, ensuring smooth transitions and visual cohesion.
Initially, I wanted to mix shots of the app interface with scenes of accountants at work. However, during the animatic phase, this approach didn’t convey the focus and clarity I was aiming for. It just didn’t click emotionally. Instead, I pivoted to a cleaner solution: bold typography boards that complemented the voiceover. This shift gave the video a more polished and focused feel, and it felt deeply satisfying to see everything align with the narrative.
Creating Visual Flow & Engagement
Since much of the animation takes place within a similar-looking interface, I needed a way to keep the viewer engaged and focused. I chose to emphasize key moments with larger zooms, making the interface feel clearer and more impactful. Adding a lens blur effect gave the animation a polished, cinematic feel that helped smooth transitions. It was exciting to see how these small touches brought the animation to life, making everything feel seamless while staying true to IFIRMA’s simple, user-friendly brand.
Animatic Development
I began the animation process by creating a stillomatic, which evolved into an animatic. This allowed me to block scenes, establish pacing, and synchronize the visuals with the voiceover efficiently. As the project progressed, individual shots merged into sequences with seamless camera movements, enhancing the flow of the animation.
