My favorite pastime, when I’m home and can relax, is reading and writing (and cooking, but that’s unrelated). Why am I telling you that? Because stories shape the way we see the world and change how we interact with products. The stories we tell ourselves literally shape our lives. I am obsessed with stories. I’ve been obsessed with them ever since I was a child.
So, why does storytelling matter in UX design? Stories have a unique power to evoke emotions. I was never the best student, but if you told me a story that engaged me on an emotional level, you can be sure I could recall every event. (In some cases even word by word.) Taking someone on a journey makes experiences memorable.
When users connect emotionally with a product, they’re not only more likely to return to it but to develop a connection. This emotional connection can turn a one-time user into a loyal advocate.
Characters:
Every good story has them. In UX, your most important character is the user. That’s why we make personas, so we understand who our main character is. As a business, your product should most likely be the Jungian wise old man archetype. Think Gandalf, Dumbledore, Mr. Miyagi, Obi-Wan Kenobi, or Yoda. They don’t technically need to be old or wise, but they need to be able to provide the main character with what they need. For an example of a company that literally turned their brand into a character, think Duolingo. Duolingo’s “friendly” owl makes language learning feel personal and fun; just don’t forget to practice every day, or Duo will hunt you down and find you.
Plot:
Good stories usually follow a fairly simple pattern. In its most basic form, it’s setting a scene, preferably with a good hook to draw people in, raising the stakes or building tension that leads to the climax or resolution. Mapping out these stages helps create a coherent and engaging user experience. In Duolingo, the user’s story begins with selecting a language, continues through a series of lessons and challenges, and culminates in mastering the language. The app’s narrative structure keeps users motivated and engaged.
Conflict and Resolution:
Highlighting user problems and showing how your product solves them creates a compelling narrative arc. Duolingo introduces the challenge of learning a new language and resolves it by breaking down the process into manageable, and most importantly, gamified steps. Users face the "conflict" of difficult exercises and experience the "resolution" of improving their language skills and progressing through the levels.
Emotion:
This one often gets neglected when talking about stories. People categorize stories often as plot-based vs. character-based, but I’d argue there’s a third category. Emotional engagement is crucial in storytelling and most design fields. Emotions drive user actions and create lasting connections. In Duolingo, the illustrations and animations, the color scheme, even the way the logo looks, are all there to highlight the emotion the app wants you to feel. For example, bright and vibrant colors evoke excitement and enthusiasm, while playful animations of Duo celebrating your progress boost your morale. The visual and interactive elements are carefully crafted to make users feel happy and motivated.
The meditation app Headspace uses storytelling to guide users through their mindfulness journey. The animations and voiceovers create a narrative that makes meditation approachable and enjoyable. Each session feels like a chapter in a book, helping users build a consistent practice with a sense of progression and achievement.
Storytelling in UX design is about more than just creating a user journey—it's about crafting an experience that resonates on an emotional level. By understanding and implementing key storytelling elements like characters, plot, conflict and resolution, and emotion, designers can create products that users not only enjoy but connect with on a deeper level. Stay tuned for my next post on this topic in which we will dive into specific techniques to enhance storytelling in UX and brand design.
