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Designing around storytelling
The power of stories & how they can be used in UX design
by Anna Dahlström | @annadahlstrom @UXFika
UX	
  Oxford,	
  23	
  April	
  2014
Once upon a time
in a city called ‘Lund’...
xxxxwww.flickr.com/photos/ulfk/7976687420
There where 

plenty of story time
www.flickr.com/photos/excomedia/sets/72157622519563566with/5233990438
We travelled 

through those stories
www.flickr.com/photos/conorkeller/7860288604
“ We are as a species addicted to stories. ”
- The Storytelling Animal by Jonathan Gottschall

www.flickr.com/photos/namkeng/3209117837
Storytelling 

Storytelling 

Storytelling
www.flickr.com/photos/g-ratphotos/3404474275
“ If you can’t tell it, you can’t sell it. ”
- Peter Guber

www.flickr.com/photos/g-ratphotos/3404474275
“ Results repeatedly shows that our attitudes, fears,
hopes, and values are strongly influenced by story. In fact,
fiction seems to be more effective at changing beliefs than
writing that is specifically designed to persuade through
argument and evidence."
Entering fictional worlds radically alters the way
information is processed. ”
- FastCompany, Why storytelling is the ultimate weapon
Stories 
as persuasion tools
www.flickr.com/photos/saucef/7184615025
Not just for messaging but also
an integral part of the design process
www.flickr.com/photos/g-ratphotos/3404474275
“ Storytelling is at the heart of everything ”
- Steve Levitt

www.flickr.com/photos/carlosfpardo/6791950592
Stories capture our imagination 

& shows us something new
www.flickr.com/photos/declanjewell/2181100986
‘ Now you see me. ’
Javier Perez via http://the-wonderist.com/2013/11/05/how-to-see-things-with-new-eyes
‘ Now you don’t. ’
Queenie Liao’s ‘Wengenn in Wonderland’ via www.boredpanda.org/wengenn-in-wonderland-sioin-queenie-liao
What do we want our users to see?

What is the story we want to tell?
Where do we want to take them?
www.flickr.com/photos/g-ratphotos/3404474275
“ Historically, stories have always been igniters 

of action, moving people to do things. ”
- Peter Guber

Every story 

takes us on a journey
Image via Shutterstock
Storytelling can 

provide powerful call to actions
www.flickr.com/photos/piermario/4188959762
Stories have the ability to motivate,
change and create connections
Image via Shutterstock
What 
makes for a good story?
The end

The basic structure of a story
A beginning
 A middle

Dramaturgy 
knowing how to apply & structure
elements to tell a story
How a story is told impacts
the human experience of its audience
Image via Shutterstock
Act three

Three act structure
Act one

Setup Resolution
Act two

Confrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
Three act structure - applied to UCD
Setup ResolutionConfrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
1. Becomes aware

5. Takes action

/ no action

4. Makes a decision

3. Looks further into it

2. Starts to consider

Act three
Act one
 Act two

www.flickr.com/photos/perolofforsberg/6691744587
I asked my dad for 

3 principles around good storytelling
01 
Captures the imagination
www.flickr.com/photos/g-ratphotos/3404474275
“ If you can imagine yourself in a situation, 

it’s infinitely scarier. ”
- Brad Falchuk

Users need to 

be able to relate
www.flickr.com/photos/estherase/1292315618
We need to
understand who they are
www.flickr.com/photos/cannedtuna/4852756417
02 
The dynamic of the story
What are the events

& people that tie it all together
www.flickr.com/photos/erin_ryan/2584551310
The ever important

red thread
www.flickr.com/photos/pulpolux/3692396234
03 
An element of surprise
www.flickr.com/photos/g-ratphotos/3404474275
“ In general there should be a basic idea of where
the story is going, but not for every character. You
don't know who's going to die and who's going to start
becoming more important.
Big picture-wise, there’s a basic idea, but you need
some surprises too. It’s like driving from New York to
LA: you know you’re going to get to LA, but there’s 10
different routes you could take. ”
- Brad Falchuck

Include an element of 

surprise & exploration
www.flickr.com/photos/conorkeller/4028043294
Let users 

find their way around your content
www.flickr.com/photos/conorkeller/3879321839
Image via Shutterstock
Consider non-linear 

& new forms of storytelling
How 
do we go about it?
It starts with this
Setup ResolutionConfrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
1. Becomes aware

5. Takes action

/ no action

4. Makes a decision

3. Looks further into it

2. Starts to consider

Act three
Act one
 Act two

Identify the product lifecycle & its stages
Setup ResolutionConfrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
1. Becomes aware

5. Takes action

/ no action

4. Makes a decision

3. Looks further into it

2. Starts to consider

Act three
Act one
 Act two

Awareness Consideration Purchase Post..
Awareness Consideration Purchase Post..
1. Becomes aware

5. Takes action

/ no action

4. Makes a decision

3. Looks further into it

2. Starts to consider

Act three
Act one
 Act two

Map the experience
Setup ResolutionConfrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
HygieneFeelgoodDelight
Image via Shutterstock
Identify where 

the biggest barriers may be
www.flickr.com/photos/31878512@N06/4945216951/in/photostream
Look at where 

you want to delight them
Plan for multiple 

entry & exit points
www.flickr.com/photos/danieldslee/6913766642
Define content, functional & interaction
elements to addresses the needs
www.flickr.com/photos/angietorres/4564135455
Ensure there is

a good balance
www.flickr.com/photos/17207222@N02/5601758478
Awareness Consideration Purchase Post..
1. Becomes aware

5. Takes action

/ no action

4. Makes a decision

3. Looks further into it

2. Starts to consider

Act three
Act one
 Act two

When doing this…
Setup ResolutionConfrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
HygieneFeelgoodDelight
1. Becomes aware

5. Takes action

/ no action

4. Makes a decision

3. Looks further into it

2. Starts to consider

Act three
Act one
 Act two

…avoid ending up with this
Setup ResolutionConfrontation
inciting
incident
mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
HygieneFeelgoodDelight
We cannot be at
the top all the time
www.flickr.com/photos/alexnormand/5992512756
1. Becomes aware

5. Takes action

/ no action

4. Makes a decision

3. Looks further into it

2. Starts to consider

Act three
Act one
 Act two

More realistic
Setup ResolutionConfrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
HygieneFeelgoodDelight
Awareness
Work with experience goals & life cyclesHygieneFeelgoodDelight
Consideration Purchase Post purchase
The site
knows me 

& what I 

want
Delivering 
the right content at the right time
We need to know:

What we want to say

What we want our users to do
Users 

are different
www.robotshop.com/blog/where-is-wall-e-1391
Identify 
content & functionality for each main user
Image via Shutterstock
Look at how to tailor views based on 

who the user is & their behaviour
Context 
& prior knowledge plays a key role
www.flickr.com/photos/pgoyette/168076182
Tailor messaging 

& tone of voice
Consider location 

& cultural differences
www.flickr.com/photos/scary_mary/5700384580
www.flickr.com/photos/g-ratphotos/3404474275
“ Visit intent is likely to vary between these two
segments. For example, new visitors are less likely to
trust your brand and understand the key benefits to
shopping with you. ”
- Econsultancy

Make use of different ways
to capture & engage the user
www.flickr.com/photos/snugglepup/5225953124
Tell a continuos story 

with delights along the way
www.maxfactor.co.uk
Consider & adapt 
your message across touch points
www.flickr.com/photos/visualpunch/7351572896
Ensure the message 

is considered & delivered across devices
www.thismanslife.co.uk/projects/lab/responsivewireframes/#desktop/
“ Content needs to be choreographed to 

ensure the intended message is preserved on any
device and at any width “
- Trent Walton
www.flickr.com/photos/g-ratphotos/3404474275
“ A good piece of UX has a narrative and clearly
tells a story, or at least part of a story on a particular
journey. As a designer - everything I do and make is
communicating something to someone. ”
- Steve Whittington

Design Director 

Dare
www.flickr.com/photos/jox1989/5143301136
Whatever we create & whoever it is for, 

we want people to do something
It all start with 

Once upon a time...
www.flickr.com/photos/snugglepup/3317051065
Or maybe

Once upon a design...
www.flickr.com/photos/snugglepup/3317051065
www.flickr.com/photos/katerha/8435321969
Thank you. Questions?
@annadahlstrom @UXFika
www.annadahlstrom.com

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