Sometimes it’s too soon. We look back with disdain at the Flashy, difficult, or pointless microsites of yore, commissioned by clients with what my mother might call «more money than sense.» And for good reason. It’s easy to get so caught up in the giddy delight of making the web come alive that we lose sight of the most important person in the room: the audience. But when we focus on our users, their needs, and their potential device limitations first, we can make smart interaction decisions that push the state of web animation forward without forgetting that just because we can, doesn’t mean we always should.Rachel Nabors.