Microlearning Video for Government Health Care
A new tool available for customer service representatives needs to be introduced before training.
Announce the new tool with a short motion graphic that excites CSRs and discourages negative feelings.
3 design team members
Create a short motion graphic with a fun theme and provide a new product to an existing client.
Create a fun, exciting motion graphic from scratch.
Design a brand that can be carried through both the motion graphic and subsequent eLearning modules.
Create a product that can be used to demonstrate a broader range of skills than the client had previously seen.
Lead Designer, Production Artist
Art & Design Direction
The design team was given a written overview of the content for the motion graphic. From there, the team (along with a designated editor) drafted a script for a 30-to-60-second motion graphic. Each team member drafted their own storyboard from the script, and the team met to compare their interpretations and see where they aligned and diverged. A final storyboard was created from these collaborative meetings and approved by the team. The storyboard was rendered in stills for animation.
The visual style was steered by two primary objectives. First, users should be encouraged to feel hopeful and not overwhelmed, so the design needed to be positive, approachable, and exciting. Second, the motion graphic was an opportunity to show a broader range of possibility to a long-term client, so we chose not to rely on previous expectations and standards.
Bright colors were chosen both to feel cheerful and to push the boundaries of previous work. To keep this from becoming overwhelming, the palette was limited to four colors with two to three shades of each color.
The initial draft of the script suggested including a large amount of text to represent different kinds of information in a very literal way. However, using that much text in an animation could be confusing or overwhelming, negating the intended message of simplicity. Geometric patterns were used in place of text to abstractly communicate information while providing visual interest.