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What do you use to generate them?

I do the same and use LICEcap: https://www.cockos.com/licecap/

Some teammates use https://github.com/phw/peek.

Why this over a browser extension?

How does a simple and valid question get a down vote?

I'd like to recommend https://getsharex.com/. To take gifs with shareX you need to update the video capture settings. This is a gif I recorded with shareX with the steps to update the video settings: https://i.imgur.com/LOlP4ts.gifv

At a bare minimum include before/after screenshots (CMD + SHIFT + 4 in MacOS) in PRs.

For GIFs/videos, my company has a CloudApp account which makes it super easy to record screen captures.

The two I'd recommend are: 1. https://giphy.com/apps/giphycapture 2. https://getkap.co/

This makes sense as a product / application best practice. I would it would be helpful (especially for new team members) to see the evolution of the UX visually, not simply as text commit messages.

This is an excellent idea I'm going to start telling people about.