In the decade-plus we’ve spent designing, researching and writing about user experiences, we’ve noticed something about the really meaningful ones: they have clear narratives. They make sense, in a way our brains are evolved to grasp.
So we’ve made it our job to see the story in every design challenge. We know that great experience stories have a hero, and it’s not you, your product or your brand—it’s your user. We’re fascinated by your users.
Your story has power.
It gets you to the right journey faster, and keeps your multi-talented team synced up and working toward a common goal. It bridges the gaps that can fragment an experience, and creates the moments that knit it into a seamless whole.