Everyone in this world has felt the effects of storytelling to some degree. It can be seen and felt in various different forms, from hearing an intricate friend’s gossip to being unable to take the eyes off a movie screen. Having that in mind, storytelling is a powerful tool present in a lot of products, experiences, processes and, in fact, design. Using narrative techniques, designers can craft meaningful and engaging user experiences, connecting with the users on an emotional level and guiding them smoothly through their journey.
Its universal nature, makes storytelling a compelling tool to be used and allows the creation of optimized user experiences, which is the primary goal of UX Design.
"The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come." Steve Jobs.
Why it matters?
Consumer habits is a continuing challenge companies keep trying to understand and act upon its evolutions. As a matter of fact, nowadays, people want to connect in a level deeper than just a product they superficially consume. Users want to experience something different and personally appropriate for them.
Through storytelling in UX Design, a simple screen with CSS-styled buttons becomes a mean to fulfill user’s wishes, desires and dreams. It becomes an emotional journey, where steps become memorable beyond its first imagined utility, creating a connection between users and products completely different from traditional and outdated user experiences.
Its benefits can affect user experience in many aspects, where users are appropriately guided and empathized, information clarity is increased, and overall user motivation elevated through complex and harder experiences. Therefore, directly impacting task completion and conversions rates, while also generating brand differentiation and loyalty.
How to use it?
Being such an endless and universal tool, storytelling can be used in a myriad of ways and have been adapted to a wide range of products. Here are some of the most common applications:
Visual Storytelling: Designers can use any kind of visual elements to immerse their users and relate to their audience, such as, using illustrations to visually represent of user scenarios, animations can highlight transitions and smoothly guide user’s available or next actions.
Micro-copy: Through small pieces of personalized and carefully curated texts, storytelling can set the appropriate tone for the digital environment using conversational and empathetic language. It can also reinforce actions communicating positive feedback and motivate users through their progress. Such as “You’re almost there!”
Personalized Experience: Companies can use data from user’s previous experiences with their product to give an even more dynamic and personalized experience, such as, showcasing relevant content based on user’s preferences.
Narrative arc: Just like movie characters, users have arcs, or in other words, journeys with products and apps. Therefore, designers can map this journey and identify key points, where users discover the product, what steps do they take using the product, what frustrates them and how can their journey be improved. It is possible to learn more about those arcs in many different ways, from identifying users behavior trends using Google Analytics and data analysis apps to user testing and interviews.
Tips
Through the years, many companies attempted to create impactful storytelling products, and many have successfully profited immensely from using it. Nevertheless, there are some key points to keep in mind:
Keep it simple: There is a fine line between creating a true user experience connection and overwhelming the user with too many storylines. A mistake many artists, moviemakers and designers actually make. Designers need to focus on what is really important for the users and try to avoid any unnecessary elements besides its main storylines.
Know your audience: It is very important for designers to base their decisions on real and authentic user insights, in order for storytelling to have a proper and relevant impact on the product success. It needs to be relatable and have a real connection to the user, not just a part of a pitch the designer is trying to sell to stakeholders.
Be authentic: Trust between the consumer and product is paramount if the product is to be any successful. Avoid misleading the users by crafting disingenuous narratives that could potentially cause frustration. Not only would damage the product success metrics and retention, but also affect brand loyalty.
Conclusion
Storytelling in UX Design is a very powerful and impactful tool, creating products that are relatable to not only in terms of usability, but also to users’ emotions. It helps humanize digital experiences, turning a simple screens into memorable experiences.
"Storytelling is the most powerful way to put ideas into the world today." Robert McKee, famous screenwriting lecturer.