Joom App VAT Explainer (Product Education Animation)
Project Overview
Joom is a mobile shopping app that emphasizes transparent pricing, showing users the full cost of items upfront. However, user feedback revealed ongoing confusion around Value Added Tax (VAT), leading to uncertainty about whether additional fees would appear later in the purchase flow.
The goal of this project was to create a concise, easy-to-understand animated explainer that clearly communicated how VAT works within the Joom app, reinforcing trust and improving the overall shopping experience.
Process & Ownership
Driven by direct user feedback, I identified the need for a VAT explainer and initiated the project independently. I led the entire process from concept to final delivery, focusing on clarity, speed, and usability.
Given the instructional nature of the content, I prioritized a simple visual narrative that mirrored the app experience, allowing users to quickly grasp the message without cognitive overload.
Challenges & Solutions
Challenge: Extremely Tight Timeline
The explainer needed to be completed within a single day, requiring careful prioritization of both content and execution.
Solution: I implemented a streamlined production approach by focusing on essential information only, rapidly storyboarding the visual flow, and creating flexible illustrations that could be adapted quickly. This allowed me to deliver a clear, effective explainer within the time constraints without sacrificing clarity or quality.
My Role
- Product Education Concept: Identified the need for the explainer based on user feedback
- Visual Narrative & Storyboarding: Defined the structure and flow of the animation
- Motion Design & Animation: Designed and animated the full explainer
- Sound Design: Added sound elements to support clarity and pacing
- End-to-End Ownership: Led the project independently from concept to delivery
Outcome
The final animation served as a clear instructional asset for Joom users, reinforcing the app’s transparent pricing model and helping shoppers feel more confident about costs before checkout.
Key Takeaways
- Product education is most effective when it addresses real user confusion with clear, relatable scenarios.
- Prioritizing clarity and essential information enables strong results even under tight time constraints.