Storytelling in Design

Think of your favorite fictional characters. Who are they? Do they live in a world like ours or somewhere very different and far away? What do they look like? What do they like to do? Consider your relationship with these characters. Though they are not real, you are invested in their story. 

I like to think of everyone in our world as a character in a story. Every person has an origin, a special skill, some great conflict to overcome, and something they want to achieve. And it is you, the designer, who can help them get to where they want to go. As you make new things for people to experience and use, you create the tools they need to progress along their journey. Therefore, as a designer, it is important that you recognize the importance of incorporating story as part of your design process. Here are some ways you can do so: 

The Beginning 

Starting the design process is much like taking the first steps of a hero’s journey. You are the protagonist. With nothing more than a good idea in hand, you receive the call to adventure, the departure from the ordinary world and into the unknown. You will likely feel both excitement and fear; excitement for your idea, fear for the possibility of failure or wasted time. So, what are the right first steps to take? Begin by thinking about how someone will interact with your design and how it is going to solve a problem. Storyboard your design as much as you can before getting into the little details. Draw your ideas, make maps, ask questions. It helps to get a feel of where you’re going before it’s too late to turn around. 

The Characters 

You are designing for people. You want people to interact with and use your design. Think about it this way: you could design the most beautiful, powerful sword that has ever existed. You could spend months working and preparing. But what if you never stopped to consider if anyone out there even needs your creation? Remember that if the character doesn’t need a sword, they’re not going to use a sword. So, figure out who the characters of your story are. Make sure that there is someone who wants and needs your design. Create a variety of user profiles and be able to explain how specific groups of people might be interested in and interact with your work. Do not forget that it is the designer’s job to understand the entire life cycle of the character’s interaction with their work, from first sight to their final touch. It will pay off in the end if you take the time to understand who you are designing for and plot out their journey with whatever it is you create. 

The Plot 

Become a storyteller. In older times, oral storytelling was thought to develop connections between the storyteller and the audience, bringing them closer both physically and emotionally. Through story, a bond can be developed between the teller and the audience. For designers, the ability to tell the story of the user’s experience is often undervalued. Story is a thread between design and people. Remember that if you have a hard time telling the story of your design, it may be time to rethink it. A product with a confusing story will be confusing to the user. Help people understand your design. Because story has the great power to give people new ideas or cause them to change, it becomes the designer’s responsibility to ensure that their work communicates the intended idea or meaning. 

The Conflict 

Just as conflict moves characters to action, it is what motivates designers as well. When the hero faces a problem or obstacle, they often find help from a one-of-a-kind tool or object. A designer is the one who watches and places these special tools in people’s paths to help them move past problems. If you are questioning your design at any point in the process, remember: if there is a problem, then there is a need. Recognizing conflict and creating something that addresses that conflict is the heart of a good design. 

The Ending 

Every story has an end, and that end should be satisfying. At the end of the story the hero returns home after overcoming trials and conquering evil. They are now a changed person. And their world is changed as well; the sky is cleared, darkness is vanquished. Change is an essential part of design as well. When someone steps away from your work, they should be a better version of themself. The difference may be small, and they may not even realize it. But the truth is that people know what it is like to be satisfied, and if they are not happy with how it all ends, they will not use your product again. 

Great designers not only change people, they make the world work a little better. If you are a designer, remember that you have more power than you think. Take care of the people in your story