by Tega AkuruliWhy User Experience and Speed Matter More Than Eye Candy
Design fads come and go in the speedy digital world. Some impose long-term utility, but most only offer short-term visual attractiveness. Of those, elaborate animations will dazzle clients’ fantasies. No wonder silkily transitioning visuals, bouncing symbols, and interactively spizzific flair make any site seem trendy. However, experienced developers and designers recognize the truth: performance and user experience (UX) are ultimately the keys to success. Converting clients on this point is an art in and of itself.
This comprehensive guide gets into the nitty-gritty of moving your client’s thinking from animations for animation’s sake to usability, accessibility, and speed, ultimately to producing improved products and client relationships.
Understanding the Client Mindset
Clients approach design from a marketing-first mindset. They’re looking to impress, convert, and differentiate. Because animations can make a quick “wow” with stakeholders in demos, animations seem like an investment-worthy cost.
This isn’t wrong, precisely—but it’s short-sighted.
Most customers are:
- Non-technical decision-makers
- Swayed by flashy competitor sites
- Seeking “the next big thing”
- Assuming beauty = functionality
Your job isn’t to shame these attitudes, but to lead and teach. To do that, you must feel their perspective but nudge them gently toward better solutions.
The Core Value of UX and Performance
Let’s establish what is important in a digital product.
What is User Experience (UX)?
UX is the way someone feels when they are on your site or app. It’s about:
- Clarity and consistency
- Ease of navigation
- Accessibility
- Emotional satisfaction
- Intuitiveness
Great UX helps users easily find what they want.
What is Performance?
Performance is how fast and reliably your site or app performs. It’s all about:
- Load time
- Responsiveness
- Stability
- Efficiency in every context (mobile, slow networks, etc.)
Why UX and Performance Trump Visual Flashiness
- Users abandon slow sites: 40% of visitors will leave if a site takes more than 3 seconds to load.
- Frustrated shoppers don’t buy: Poor UX results in high bounce rates and low sales.
- Accessibility matters: Flashy animations often fail accessibility tests, making sites unusable for some.
- Animations slow things down: Overused animations can make things slower.
Myths About Animations
Understanding your client’s myths about animations helps you to dispel them.
Myth 1: “Animations make our brand modern.”
Reality: Animations contribute to brand feel only when used sparingly and thoughtfully. Too much animation cheapens the brand and detracts from user experience.
Myth 2: “Everybody loves animations—check out Apple’s site.”
Reality: Apple invests millions in R&D and carefully crafts their animations. Most sites don’t have the same resources or context.
Myth 3: “Animations = more engagement.”
Reality: Speed and ease of use generate engagement, not fluff. Users are task-focused—they require answers, not a show.
Evidence-Based Persuasion: Case Studies and Data
Nothing is more persuasive than evidence from the real world. Share case studies illustrating how streamlined UX trumps over-animated experiences.
Case Study: Walmart
When Walmart improved site speed by just 1 second, conversions increased by 2%.
Case Study: BBC
For every additional second a page took to load, 10% of users left it.
Case Study: Web.dev by Google
- Web pages optimized for Core Web Vitals note:
- As much as 24% increased user engagement
- Conversion rates 20% better
- Better search engine rankings
Customers respond better when you show:
- Conversion rates
- Retention rates
- Heatmaps
- Speed tests
Show a side-by-side comparison of two website versions—one full of animations and one UX-optimized—and explore bounce rate, scroll depth, and time on page.
Effective Communication Strategies
What you communicate is only half the battle. How you communicate is equally important.
Use Client-Friendly Language
Avoid using technical jargon. Say:
- “Let’s make it easier for your users to find what they need in a hurry.”
- “Fast sites get listed higher on Google.”
Connect performance to ROI:
- Faster site = more users = more conversions
- Good UX = less support requests = less cost
Use Analogies
Try:
- “Animations are like spice. A pinch makes the dish better. Too much ruins the meal.”
Tools and Frameworks for Demonstration
When words fail, show it.
Use:
- Lighthouse reports to compare performance scores
- Core Web Vitals tools to display loading speed, interactivity, and stability
- Figma prototypes to display UX distraction-free
- PageSpeed Insights to display real effect of animations on load
Create A/B versions of a page one with light animations and one with heavy transitions and compare them in real-time.
When Animations Add Value (and When They Don’t)
You’re not saying animations are evil. You’re saying they must serve a purpose.
Good Uses:
- Indicating loading or transitions
- Emphasizing key actions (like CTA buttons)
- Emphasizing brand tone without hindering
Bad Uses:
- Delays entrance animations that slow up interaction
- Background animations that aren’t serving a purpose
- Hover effects that confuse accessibility tools
Teach clients about the practice of “functional animation” it must lead, inform, or reinforce, but not entertain for the purpose of it.
Teaching Without Dismissing
Don’t be aggressive. Instead, bring clients along for the ride.
Tactics:
- Workshops: Hold design-thinking workshops to show them what users care about
- Co-creation: Bring clients in on usability testing sessions
- Storytelling: Share stories of bad UX that caused massive business losses
- Walkthroughs: Let them test both versions and observe how they act
Always begin with empathy. Clients aren’t trying to make bad decisions they’re trying to impress, stand out, and survive.
Handling Pushback and Resistance
Some will push for it. Here’s how to nicely decline.
Answers:
- “We can include this animation, but here’s the impact on speed and accessibility.”
- “Let’s compare this version with a simpler one with users—data will show what works.”
- “I absolutely get your vision—can I suggest a minimalist version that still provides the same emotional response?”
Be firm when necessary:
- “I can’t support this animation-heavy solution because it’ll likely hurt your conversions.”.
Document concerns in writing when needed, so you’re protected if the client insists against your advice.
Closing the Gap: Collaborative Compromise
Instead of rejecting animations outright, find middle ground.
Compromise Ideas:
- Use animations only on desktop, not mobile
- Apply motion only to micro-interactions
- Replace animations with subtle transitions
- Load animations asynchronously
- Propose starting lightweight, measuring impact, then iterating.
Use the phrase:
- “Let’s validate it with real users before going all-in.”
Convincing clients that UX and performance are more vital than flashy animations isn’t about being a “no” person it’s about strategic yeses. Your role as a designer or developer is to be a trusted advisor, not a service provider.
When you:
- Get inside their head
- Show them actual data
- Connect changes to business results
- Employ visual demos and analogies
- Provide collaborative solutions
…you build not only a better product but a better partnership.
Key Takeaways:
- Animations are tools, not trophies. Use them wisely.
- UX and velocity equal success. Customers need to hear this in business terms.
- Back it up with facts, give comparisons, and speak their language.
Teach gently, your client is your friend, not your foe.
Work toward meaningful design, where every pixel has its rightful place.