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Storytelling
for the Web
Webflow Livestream
June 5, 2024
Integrate storytelling to create
memorable experiences
Chiara Aliotta
Brand Designer and Strategic Storyteller
Who in the world am I?
Ah, that's the great puzzle.
Alice in Wonderland, Lewis Carroll
24/7
ALWAYS OPEN
24/7
ALWAYS OPEN
Storytelling For The Web: Integrate Storytelling in your Design Process
Storytelling For The Web: Integrate Storytelling in your Design Process
Storytelling
is a process
Th
e Storytelling Process for Designers
How designers can integrate storytelling in their design process.
Storytelling is a Process
BRIEF
the client
DESIGN
the user
DELIVER
the user + the client
The Foundation
First encounter with the client.
Gather all the essential information
to create a comprehensive brief.
Storytelling is a Process
Craft the story’s foundation.
Write down the project’s objectives,
scope, and requirements. It’s like the
plot outline that sets the stage for
everything that follows.
BRIEF
BRIEF
05
THE CONTEXT
The rhythm of the story.
06
THE EMOTIONS
+ TONE OF VOICE
The emotional connection
with the audience.
Th
e Fundamentals
of Storytelling
THE PURPOSE
+ RESOLUTIONS
02
The main reason
behind your story
and your protagonist’s
transformation.
THE AUDIENCE
The main protagonist
of your story.
01
03
THE CHARACTERS
The components that the
user engages with.
04
THE INTERACTIONS
The interfaces that
propel the action.
Storytelling is a Process
Tell me about your project!
Who is your brand/project for? Audience: Users
Where do you use it? The Context: Platforms / Medium
What is your project about? The Characters: Product / Brand / Service
Why are you designing it? The Purpose + Resolutions: Mission / Vision
How do users interact with it? The Interactions: Functionalities / Features
How should the user feel? The Emotions Tone of Voice: Emotional connection
+
Storytelling is a Process
AVAC
Redesign of the organisation’s digital presence
AVAC
Redesign of the organisation’s digital presence
Presentation Article Factsheet PX Wire
Video Newsletter Brochure Blog Post
AVAC
Redesign of the organisation’s digital presence
Building
the Narrative
Start with the user.
Focus on the audience, understanding
their needs, goals, and pain points.
Storytelling is a Process
Map out the user journey
as a story.
Storytelling helps us visualize the users’
journey and how they will interact with
our product.
DESIGN
Th
e Structure of a Story
Based on Donald Miller's StoryBrand structure.
Users
What is their
quest?
Who is their
guide?
What plan
did they have?
How would they put
their plan into action?
What did they
achieve?
PROTAGONIST PROBLEM GUIDE PLAN ACTION
SUCCESS
(or failure)
Storytelling is a Process
THE PLOT
Th
e Narrative Structure
THE PLOT
SETUP CONFRONTATION RESOLUTION
Based on Aristotle’s three-act structure
INCITING INCIDENT
PLOT POINT 1
MIDPOINT
PLOT POINT 2
CLIMAX
Storytelling is a Process
Th
e Narrative Structure for Digital Products
THE PLOT
SETUP CONFRONTATION RESOLUTION
Smart Interface Design Patterns
Storytelling is a Process
Designers
Problem
Vitaly Plan
Actions
Success / Failure
Inciting Incident
Plot Point 1
Midpoint
Plot Point 2
Climax
Landing Page for Smart Interface Design Patterns
https://smart-interface-design-patterns.com/
OPENING SCENE
MIDDLE SCENE
End of opening scene
Beginning of middle scene
Storytelling is a Process
Landing Page for Smart Interface Design Patterns
https://smart-interface-design-patterns.com/
MIDDLE SCENE
Storytelling is a Process
Landing Page for Smart Interface Design Patterns
https://smart-interface-design-patterns.com/
MIDDLE SCENE
End of middle scene
Storytelling is a Process
Landing Page for Smart Interface Design Patterns
https://smart-interface-design-patterns.com/
CLOSING SCENE
End of closing scene
Beginning of closing scene
End of middle scene
Storytelling is a Process
Present ideas, persuasively.
Storytelling allows us to frame our
concepts in a way that resonates
emotionally, making our proposals more
compelling.
Storytelling is a Process
Connect with the end users.
Creating an emotional connection is
what transforms a good design into a
memorable experience.
Create a lasting
impression
DELIVER
MAKE THEM
WANT TO DO
SOMETHING
Th
e Transformative Journey
Understanding the character arc
CHANGE HOW
THEY FEEL
ABOUT SOMETHING
Exploring di
ff
erent aspects of the story
such as characters, challenges, interactions
and emotions.
CHANGE HOW
THEY SEE SOMETHING
THE PROBLEM
Challenges & Desires
RESOLUTION
Solutions & Achievement
Storytelling is a Process
Consider your audience
Understanding their goals and needs
DELIVER
CLIENT USERS
The purpose
The why of the story…
Sell or validate a product or service
against others in the market.
To sell
Offer compelling and appealing solutions,
ideas, products, and services that can make
a positive impact on one's life.
To motivate
Present intangible concepts like values
and thinking processes through stories.
To persuade
Storytelling is a Process
A Journey of Transformation
Four steps to persuade, “engage” and change “minds” according to Lisa Cron (Story or Die)
MISBELIEF
TRUTH REALISATION
TRANSFORMATION
Inciting Incident
Resolution
Climax
Problem
Storytelling is a Process
To persuade the organisation to rebrand
Action Aid Hellas (2021)
MISBELIEF
TRUTH
REALISATION
TRANSFORMATION
Your organisation's communication
style is not distinctive
from that of others.
Our organisation requires
a revised communication
and branding strategy.
We should focus on ways
to distinguish ourselves
from others.
Our approach is unique
and distinct from the rest.
Read the case study: https://tinyurl.com/3fk5mc4n
Storytelling is a Process
To motivate investors to fund the product
After App (2021)
MISBELIEF
TRUTH
REALISATION
TRANSFORMATION
What happens if, after departure,
the letter doesn't get executed
or the instructions are unclear?
Our solution comprehensively covers
digital and real-world assets
for complete estate management
and legacy planning.
We should
fi
nd a way
to safeguard our assets.
All my valued possessions
are properly managed
and protected.
Read the case study: https://tinyurl.com/4ust8r97
Storytelling is a Process
Consider your audience
Understanding their goals and needs
DELIVER
CLIENT USERS
Storytelling is a Process
Forced Connection
Transform the ordinary into extraordinary
THE PROBLEM
SERVICE/PRODUCT
ATTRIBUTES
UNRELATED
ATTRIBUTES
Storytelling is a Process
Forced Connection
Smart Interface Design Patterns
users' needs
learning fast,
getting the best lessons
in UX/UI, and hungry for
knowledge.
videos set
a friendly and
informal kitchen
Vitaly’s role
experienced
teacher, UX expert,
guide
tools
real-time examples,
blackboard, notes,
video courses,
and slides
Hungry users Kitchen Chef Recipes
Storytelling is a Process
Forced Connection
Smart Interface Design Patterns
Forced Connection
Smart Interface Design Patterns
Forced Connection
Smart Interface Design Patterns
Forced Connection
Smart Interface Design Patterns
“One of the deep secrets of life is
that all that is really worth the doing
is what we do for others.”
Alice in Wonderland, Lewis Carroll
Th
e Narrative Web
Storytelling applied
to UX/UI design
Available on Domestika.org
Th
e Sunday Tales
Subscribe to my my biweekly
newsletter, to receive it in your inbox
every two Sundays!
https://www.domestika.org/en/courses/4898/chiara_10 https://www.untilsunday.it
Online Course
For Beginner UX Designers and Storytellers
Th
e Sunday Tales Newsletter
Tips and Stories for Strategic Storytellers
Storytelling is a Process
To be continued…
There is so much more I'd love to
share with you about storytelling!
Please follow me for the latest insights, on:
Instagram: @UntilSundayAgency
LinkedIn: Chiara Aliotta
Medium: chiara-aliotta.medium.com
www.untilsunday.it

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Storytelling For The Web: Integrate Storytelling in your Design Process

  • 1. Storytelling for the Web Webflow Livestream June 5, 2024 Integrate storytelling to create memorable experiences Chiara Aliotta Brand Designer and Strategic Storyteller
  • 2. Who in the world am I? Ah, that's the great puzzle. Alice in Wonderland, Lewis Carroll
  • 8. Th e Storytelling Process for Designers How designers can integrate storytelling in their design process. Storytelling is a Process BRIEF the client DESIGN the user DELIVER the user + the client
  • 9. The Foundation First encounter with the client. Gather all the essential information to create a comprehensive brief. Storytelling is a Process Craft the story’s foundation. Write down the project’s objectives, scope, and requirements. It’s like the plot outline that sets the stage for everything that follows. BRIEF BRIEF
  • 10. 05 THE CONTEXT The rhythm of the story. 06 THE EMOTIONS + TONE OF VOICE The emotional connection with the audience. Th e Fundamentals of Storytelling THE PURPOSE + RESOLUTIONS 02 The main reason behind your story and your protagonist’s transformation. THE AUDIENCE The main protagonist of your story. 01 03 THE CHARACTERS The components that the user engages with. 04 THE INTERACTIONS The interfaces that propel the action. Storytelling is a Process
  • 11. Tell me about your project! Who is your brand/project for? Audience: Users Where do you use it? The Context: Platforms / Medium What is your project about? The Characters: Product / Brand / Service Why are you designing it? The Purpose + Resolutions: Mission / Vision How do users interact with it? The Interactions: Functionalities / Features How should the user feel? The Emotions Tone of Voice: Emotional connection + Storytelling is a Process
  • 12. AVAC Redesign of the organisation’s digital presence
  • 13. AVAC Redesign of the organisation’s digital presence Presentation Article Factsheet PX Wire Video Newsletter Brochure Blog Post
  • 14. AVAC Redesign of the organisation’s digital presence
  • 15. Building the Narrative Start with the user. Focus on the audience, understanding their needs, goals, and pain points. Storytelling is a Process Map out the user journey as a story. Storytelling helps us visualize the users’ journey and how they will interact with our product. DESIGN
  • 16. Th e Structure of a Story Based on Donald Miller's StoryBrand structure. Users What is their quest? Who is their guide? What plan did they have? How would they put their plan into action? What did they achieve? PROTAGONIST PROBLEM GUIDE PLAN ACTION SUCCESS (or failure) Storytelling is a Process THE PLOT
  • 17. Th e Narrative Structure THE PLOT SETUP CONFRONTATION RESOLUTION Based on Aristotle’s three-act structure INCITING INCIDENT PLOT POINT 1 MIDPOINT PLOT POINT 2 CLIMAX Storytelling is a Process
  • 18. Th e Narrative Structure for Digital Products THE PLOT SETUP CONFRONTATION RESOLUTION Smart Interface Design Patterns Storytelling is a Process Designers Problem Vitaly Plan Actions Success / Failure Inciting Incident Plot Point 1 Midpoint Plot Point 2 Climax
  • 19. Landing Page for Smart Interface Design Patterns https://smart-interface-design-patterns.com/ OPENING SCENE MIDDLE SCENE End of opening scene Beginning of middle scene Storytelling is a Process
  • 20. Landing Page for Smart Interface Design Patterns https://smart-interface-design-patterns.com/ MIDDLE SCENE Storytelling is a Process
  • 21. Landing Page for Smart Interface Design Patterns https://smart-interface-design-patterns.com/ MIDDLE SCENE End of middle scene Storytelling is a Process
  • 22. Landing Page for Smart Interface Design Patterns https://smart-interface-design-patterns.com/ CLOSING SCENE End of closing scene Beginning of closing scene End of middle scene Storytelling is a Process
  • 23. Present ideas, persuasively. Storytelling allows us to frame our concepts in a way that resonates emotionally, making our proposals more compelling. Storytelling is a Process Connect with the end users. Creating an emotional connection is what transforms a good design into a memorable experience. Create a lasting impression DELIVER
  • 24. MAKE THEM WANT TO DO SOMETHING Th e Transformative Journey Understanding the character arc CHANGE HOW THEY FEEL ABOUT SOMETHING Exploring di ff erent aspects of the story such as characters, challenges, interactions and emotions. CHANGE HOW THEY SEE SOMETHING THE PROBLEM Challenges & Desires RESOLUTION Solutions & Achievement Storytelling is a Process
  • 25. Consider your audience Understanding their goals and needs DELIVER CLIENT USERS
  • 26. The purpose The why of the story… Sell or validate a product or service against others in the market. To sell Offer compelling and appealing solutions, ideas, products, and services that can make a positive impact on one's life. To motivate Present intangible concepts like values and thinking processes through stories. To persuade Storytelling is a Process
  • 27. A Journey of Transformation Four steps to persuade, “engage” and change “minds” according to Lisa Cron (Story or Die) MISBELIEF TRUTH REALISATION TRANSFORMATION Inciting Incident Resolution Climax Problem Storytelling is a Process
  • 28. To persuade the organisation to rebrand Action Aid Hellas (2021) MISBELIEF TRUTH REALISATION TRANSFORMATION Your organisation's communication style is not distinctive from that of others. Our organisation requires a revised communication and branding strategy. We should focus on ways to distinguish ourselves from others. Our approach is unique and distinct from the rest. Read the case study: https://tinyurl.com/3fk5mc4n Storytelling is a Process
  • 29. To motivate investors to fund the product After App (2021) MISBELIEF TRUTH REALISATION TRANSFORMATION What happens if, after departure, the letter doesn't get executed or the instructions are unclear? Our solution comprehensively covers digital and real-world assets for complete estate management and legacy planning. We should fi nd a way to safeguard our assets. All my valued possessions are properly managed and protected. Read the case study: https://tinyurl.com/4ust8r97 Storytelling is a Process
  • 30. Consider your audience Understanding their goals and needs DELIVER CLIENT USERS Storytelling is a Process
  • 31. Forced Connection Transform the ordinary into extraordinary THE PROBLEM SERVICE/PRODUCT ATTRIBUTES UNRELATED ATTRIBUTES Storytelling is a Process
  • 32. Forced Connection Smart Interface Design Patterns users' needs learning fast, getting the best lessons in UX/UI, and hungry for knowledge. videos set a friendly and informal kitchen Vitaly’s role experienced teacher, UX expert, guide tools real-time examples, blackboard, notes, video courses, and slides Hungry users Kitchen Chef Recipes Storytelling is a Process
  • 37. “One of the deep secrets of life is that all that is really worth the doing is what we do for others.” Alice in Wonderland, Lewis Carroll
  • 38. Th e Narrative Web Storytelling applied to UX/UI design Available on Domestika.org Th e Sunday Tales Subscribe to my my biweekly newsletter, to receive it in your inbox every two Sundays! https://www.domestika.org/en/courses/4898/chiara_10 https://www.untilsunday.it Online Course For Beginner UX Designers and Storytellers Th e Sunday Tales Newsletter Tips and Stories for Strategic Storytellers Storytelling is a Process
  • 39. To be continued… There is so much more I'd love to share with you about storytelling! Please follow me for the latest insights, on: Instagram: @UntilSundayAgency LinkedIn: Chiara Aliotta Medium: chiara-aliotta.medium.com www.untilsunday.it