What Asana shipped
Asana Service Management brings employee requests from email, Slack, forms, and a service portal into unified queues. Its AI uses published knowledge-base articles to answer routine questions, while requests needing a person can move to a team member with their context intact.
The September 22 announcement presents service work as part of the wider Asana workspace. Knowledge gaps can lead to suggested articles for a team to review, and larger requests can become projects. The design suggestions below explore how a launch video could explain that flow without promising instant resolution of every ticket.
How the motion works
When introducing a centralized intake system, motion can emphasize order emerging from chaos. A designer might use a series of rapid hard-cuts showing scattered requests across different departments, abruptly resolving into a single, unified UI panel. This contrast in pacing, moving from frantic cuts to a deliberate hold-time on the main interface, immediately sells the core value proposition of consolidation.
To illustrate the AI handling routine tasks like password resets, kinetic-typography can do the heavy lifting. Instead of showing complex backend processes or typing indicators, text can animate on screen, quickly scrambling and resolving into clear answers. Fast, linear easing on these text reveals keeps the viewer focused on the speed of the resolution rather than the mechanics of the underlying model.
For a product where tickets turn into knowledge base articles, a match-cut is an effective way to show transformation without losing momentum. The structural shape of a resolved ticket can seamlessly scale and morph into a document layout. A final zoom-through on that document could then transition the viewer into the broader project management interface, visually connecting the new service management feature to the existing ecosystem.
What to steal from it
- Use contrast in pacing to visually represent order emerging from chaos.
- Rely on kinetic typography to illustrate AI speed without getting bogged down in technical UI details.
- Employ a match-cut to demonstrate how one data object seamlessly transforms into another.
- Connect new standalone features to the core product using continuous camera moves to establish spatial relationships.
Want a video like this for your product?
Impractical cuts one from a single prompt — the same motion craft, in about twenty minutes.
