Our brains are hard-wired to process and store information in the form of stories. A clear, compelling story is essential to align and engage the organization around the purpose and possibilities for change. An intentionally crafted story will create clarity, alignment, and engagement.

Serving suggestion

  • 1-4 participants
  • Right-sized for the project

Pairs well with

  • Creative Brief
  • Opportunity Statements


Get design buy-in from business stakeholders

View recipes

Look Forward

How to do it:

  • Decide on the story you want to tell (mission story, customer story, etc.).
  • Identify the audience for your story (customers, business stakeholders, etc.).
  • Gather evidence to support the truth of your story.
  • Map the narrative arc for your story (see Kurt Vonnegut’s story shapes).
  • Draft it and perform the story for a test audience.
  • Refine until the story resonates with your audience.

Additional resources

Storytelling – Service Design Tools

The storytelling supports the exploration of the service idea. Through the use of simple words, the teller will illustrate the solution as it is a story.

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Storytelling In Design – Muzli

What it actually means to be a designer-storyteller?

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Want A Better Pitch? Watch This – Firm Narrative

Medium looks at Elon Musk’s pitch for Telsa as an example of five things anyone should emulate in every pitch.

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Storytelling for Designers – UX Collective

Why storytelling is an essential UX communication tool.

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How to Use Storytelling in your Design Process – UX Planet

If we infuse storytelling into your product design, your users would more likely love your product, become your advocate and spread your story.

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