#8 The Role of Storytelling in Human-Centered Design: Crafting Products People Feel Connected To

What makes a design truly resonate with people? Is it the way it looks, how easy it is to use, or maybe the problem it solves? While all of these are important, there’s a deeper ingredient that often gets overlooked—storytelling.

When we weave storytelling into the design process, we’re not just creating functional products; we’re creating experiences that feel personal and meaningful. Stories make our designs come alive, connecting us to the people we’re designing for and helping our teams see the heart behind the work. Let’s explore how storytelling can take human-centered design to a new level, using examples from companies who’ve made storytelling a core part of their design philosophy.

1. Building Empathy with Real-Life Stories

When designing, it’s easy to get caught up in features, functionality, and deadlines. But empathy—the ability to understand and share the feelings of others—keeps us grounded. Telling real-life user stories in the design process helps teams understand who they’re creating for. Stories make our users real, reminding us that behind every data point is a person with goals, frustrations, and dreams.

Example: Take a look at the approach used by Sam Polk, CFA 's Everytable , a social enterprise that provides affordable, healthy meals in underserved neighborhoods. Instead of only looking at the cost of ingredients or profit margins, they started with stories of real people who struggle to find nutritious, affordable food options. These stories helped their team design a business model and meal options that resonate with the communities they serve. Every decision they made—from pricing to packaging—was driven by a clear understanding of the needs and realities of their users.

?? Try this: Start your design process with user stories—whether it’s interviews, field observations, or real-life scenarios. Sharing these stories with your team brings everyone closer to the people they’re designing for.

2. Creating a Shared Vision for the Team

Storytelling isn’t just for understanding users—it’s also a way to align and inspire the team. Having a clear, user-centered story at the heart of a project gives everyone a shared sense of purpose. It’s the difference between building “a new feature” and building “something that will help a single mom save time on her busy mornings.”

Example: Consider FarmBot Inc , a company that builds automated farming robots for home gardens. Their design team created a shared narrative of the "modern gardener"—someone who values fresh, local produce but may not have the time or expertise to maintain a garden manually. This story guides everything they do, from user interfaces to educational materials. Their team isn’t just building farming tech; they’re creating tools that empower individuals to grow food, no matter their level of experience.

?? Make it yours: Host a storytelling workshop with your team. Define the user’s journey, challenges, and goals, and refer back to it as a guiding narrative throughout the project.

3. Communicating Design Ideas with Impact

When you need to get buy-in for a design idea—whether from teammates, clients, or investors—storytelling is invaluable. Abstract ideas and technical explanations can lose people quickly, but stories bring ideas to life. By framing a design concept within the story of a real user’s life, you make it relatable and memorable.

Example: quip. , a startup, founded by Simon Enever and Bill May , that designs electric toothbrushes, uses storytelling to share how their product fits into a user’s daily life. Instead of pitching Quip as just a toothbrush with great features, they tell the story of “busy professionals” who value simple, effective solutions. They highlight how Quip’s sleek design and subscription model save users time and make dental care convenient. This story resonates with customers and helps investors see the product’s potential as part of a daily routine.

?? Tip: When sharing a design idea, focus on the story behind it. Frame it around a day in the life of your user and show how the design improves their experience.

4. Fueling Creative Problem-Solving

Sometimes, the solutions we need aren’t obvious. By immersing ourselves in the stories of users’ lives, we can uncover unique insights that spark creative ideas. Storytelling allows designers to see beyond the immediate problem and understand the broader context, which often leads to more innovative, human-centered solutions.

Example: Loop, a zero-waste packaging company, was inspired by stories from people who were frustrated with plastic waste and the lack of sustainable options. By diving into these user stories, they realized that people weren’t just looking for recycling—they wanted convenient, reusable alternatives. This insight led them to create a reusable packaging model that allows users to shop sustainably without sacrificing convenience.

?? Try it out: Use storytelling as a brainstorming tool. Walk through a user’s typical day or week, and identify specific moments where your product could make their life easier or more enjoyable.

5. Making Products Memorable and Meaningful

The best products are more than just tools—they become part of our lives, something we remember and feel connected to. Storytelling helps create that connection by giving the product a “why” that users can resonate with. It’s the difference between a product that simply “works” and a product that feels like it was designed just for you.

Example: Cuppow , a small company that creates reusable lids for mason jars, tells a story of sustainability and simplicity. Their story is about making eco-friendly choices accessible to everyone, in small, practical ways. This narrative resonates with their environmentally conscious audience, who see Cuppow as part of a lifestyle choice, not just a product.

?? Bring it to life: Define the story of your product. Why does it matter? What values does it reflect? Use this story in your marketing, design choices, and user interactions to create a deeper bond with users.

Conclusion: Designing with Stories, Not Just Specs

Storytelling isn’t just an add-on in human-centered design—it’s an essential part of creating products that feel personal and meaningful. When we bring stories into the design process, we’re reminded of the real people behind the screens, the ones who will ultimately use and benefit from our work.

As you move forward in your design journey, remember that great products start with empathy, fueled by stories. Want more insights on how to make your designs truly human-centered? Subscribe to my newsletter, The Human Factor, where each week, we dive into the principles, practices, and stories that make products impactful.