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Attention to Detail: Animated placeholder text on eventim.de

Today I spotted an interesting UI idea on eventim.de. In order to highlight the search field on the main page and remind the users to use this function, eventim uses an animated placeholder text in the input field. They are showing 6 different examples of search terms (additionally, the terms seem to represent current popular artists and events).

I’m not quite sure about the effectiveness of this technique but like the approach. It would be really interesting to know some numbers or results of A/B and usability tests. What do you think?

Helpful? Animated placeholder text in search input on eventim.de

“Attention to Detail”-Series: In this series I try to spot little details in user interfaces or ux design which make the difference. See more Examples.

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Ich heiße Niclas Hellberg, komme aus Hamburg und arbeite momentan als Interaction Designer bei XING und Traumhaftes Italien. href="http://twitter.com">Twitter