Storytelling has been an ancient art of passing information from one generation to another. To this day, stories have been one of the most effective communication and information transfer tools, and for good reasons. We all are inspired or at least affected by good captivating stories.

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The essentials of a good story

As designers, we know that the success of a product, digital or otherwise, depends on how much they understand their end users and are aligned to their needs, desires, and level of comprehension. Before we learn about the application of storytelling in the design process, we need to understand the essentials of a good story. For this, let me introduce you to the teaching of Aristotle, who has written extensively on this topic. According to him, there are seven elements to producing a good story. Let’s try to analyze these elements from a design standpoint.

1. Plot: A high-level outline of the story that can revolve around a person, an idea or an environment. What our users are trying to overcome or gain through the product?
2. Character(s): The entities connected to the story. Identifying who the users are, where they are from, their background and their relationship with the product.
3. Theme: Where the story takes place and how it affects the character. The environment of usage directly or indirectly affects the users.
4. Diction: The choice of words and the tone of voice. What the product says to the user, and how? How much text is enough?
5. Melody: The melody and the music. How can the product induce emotion and connect with the users at a much deeper level?
6. Décor: The set and surrounding design. How is the interface designed? How predictable is it to the user? How can it stand apart from the rest of its competitors?
7. Spectacle: The glorified performance and PR strategy. How to use design to create a product/story the users remember and talk about.

Now that we understand what a good story requires, let's dive into how and when we could use storytelling in our design process.

🕵️ Storytelling in the research phase

Setting the plot and defining the characters of the story.

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1. Empathizing with the end users

Stories have the power to connect with people, and we as designers can use them to present user research engagingly and empathize with our end users. We could use stories to humanize the tools, such as user persona or customer mindsets, and better define the audience.

2. Redefining the problem statement

Most business requirements heavily revolve around market research, key performance indicators and technical feasibility. We become better equipped to find unique problem-solving perspectives by gaining clarity around user needs, desires, and expectations via research synthesis. We need to uncover the ‘WHY’ and better synchronize with the story that would set the foundation for redefining the problem we are trying to solve.

🙇 Storytelling in the ideation phase

Identifying the most suitable theme, diction and melody that resonates with the end users.

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1. Storyboarding and journey mapping

Start by converting product use cases to stories using journey mapping tools. Visualize how our user (the protagonist) deals with the problems they face. Then envision how our product could take up supporting roles to help our users overcome the problem.

2. Competitive analysis, UX patterns and design ideation

Get inspired by the products that are familiar to our users. Use these insights to figure out what experience patterns, tone of voice and design systems are better aligned to the user expectations.

🎨 Storytelling in the design phase

Working our magic on the décor.

The time has come to converge on our insights and final ideas to put our creative skills to the test. The product aesthetics, convenience and accessibility are of paramount importance, no matter the functional gain. Uncover what attributes (typography, color, arrangement, contrast ratio etc.) are best suitable for driving a positive emotional response in the end users.

🥰 Storytelling post product launch

Using a spectacle to introduce the product to the market. But live up to customer expectations to stay socially and functionally relevant.

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1. Create a spectacle

Think about an emotion inducing story that shines a light on our product and urges users to flock around the product.

2. Storydoing

Consumers expect their brands to act and react in a particular manner in this day and age. Users care about how their products impact the environment and how these brands respond to social incidents. Stories of these small and big deeds go a long way in creating a tribe, a pack of trusted followers. Thereby helping the product and the brand stay relevant or evolve with time.

🥰 Storytelling in case studies

Painting a beautiful and emotional story.

1. Make your product the hero of the story

A case study is not a designer’s triumph. It should speak about how the product manifested in our users’ lives and how it saved the day.

2. Paint a powerful ‘before and after’ picture

Introduce the plot with the challenges and struggles faced by the users. Elaborate on the path taken to discover and define the design. Finally, use data or anecdotes to show how the product helped its customers.

3. Illustrate the case study with visuals

It is said that 65% of people around the globe are visual learners, and 90% of the information processed by the brain is visual data. When combined with supporting visual communication, a good story helps deliver a message, induce emotions, and connect with people at a much deeper level.

Ergo, storytelling is a powerful tool that designers and brands could use to create and promote products that people love to use and have a long lasting relationship with.