Storytelling in Design

Design is storytelling (Ellen Lupton - writer, curator, educator, and designer)

In the field of UX/UI design, the art of storytelling is a common way for creativity and functionality to come together. Storytelling's power to captivate and engage has made it an essential tool for creating user experiences that resonate.

I recently had the opportunity and privilege to sit down with Ani A. Asatryan, a storyteller who has mastered the magic of words in a variety of formats, whether it be books, creative writing classes, or her upcoming debut comic book. Ani's journey into storytelling began with her love of reading, and she eventually evolved into a multifaceted creator who used text, images, moving images and sound to authentically convey real stories.

Who is Ani and how is she using the magic of storytelling in her life?

Ani: I'm a reader first. My LinkedIn headline declares that I'm writing 'Just for Fun,' but mostly I write to get the ideas in my head to leave me alone.

?Now, what's the famous secret to storytelling? Drown yourself in books. My love affair with reading started at 6. Fast forward two decades, and I've lost count of the books I've read. Reading was my great escape, my boredom-beater.

?Writing wasn't on my radar until I penned a deeply emotional essay about complex family dynamics at 19 or something. Surprisingly, that piece earned me my first storytelling award. Lesson learned: writing is cheaper than therapy.

?In the past 4 years, I've led Creative Writing courses for approximately 3000 teens and young adults. The feedback has been remarkable - participants consistently share positive changes in their mental well-being. It's fascinating how immersing themselves in crafting plots redirects their focus, steering away from self-critical thoughts. This is just another facet of the magic storytelling brings.

?I earned an MA from the University of Sussex in Brighton, specializing in documentary storytelling through video and photography. Now, as a resident author of Creative Europe, I'm crafting my debut comic book set to launch at the 75th Frankfurter Buchmesse.

So, I'd define myself as a creator using various mediums - text, images, moving images, sound - with a singular purpose: to tell real stories with some stretch marks.

How do you establish a compelling narrative arc in your stories?

Ani: In storytelling, three essential blocks take center stage- vision, design, and aesthetics.

?The vision block lays the foundation with ideation, concept, and theme, crafting the grand vision of your story.

Transitioning to the design block, is where the narrative, plot, and character arcs are fashioned, injecting the necessary spice to keep things exciting.

Moving to the aesthetics block, we set the perspective, tone, and mood, adding the unique flavor that defines your story's style.

Once the vision is set, we dive into the narrative design.?

First up, the hook, akin to that striking opening scene or any element that hooks the reader. This is similar to encountering someone for the first time, that initial impression. Picture seeing a stranger on the street who grabs your attention - what is it? Their look, style, temperament? That's the first impression element.

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Next comes the setting. In terms of UX design, it's the overall aesthetics - the color palette, the vibe visitors get when they step into the digital space. Does the setting radiate a cool or bright atmosphere? Is it laid-back or more formal? Are we at ease or on high alert? If the hook is the attention-grabber, the setting is akin to the feeling of stepping into someone's room. What colors adorn the walls? Is there art hanging? Does a window let in light? Imagine a room without a window; a single element alters the entire mood.

Following that, we encounter our hero. Who are they? A teen or a prisoner? A friend or a stranger? Can you trust them, or are they plotting a hug or a kidnapping? Haha.

So, after crafting our "where" and "who," it's time to answer the "what" question. What's about to unfold? Will we gain or lose? Grow or decay? Perhaps discover we've arrived at the party? We call this segment the rising action, where something's brewing and gaining momentum over time. As time ticks away, we unwrap the answers to our questions. The more answers we unveil, the closer we get to the resolution - the climax. What's the deal?

How might designers apply similar principles to create a cohesive user experience?

In user experience (UX) design, similar principles can be applied to create a cohesive and engaging digital narrative. Drawing inspiration from storytelling, designers can break down their approach into essential blocks - vision, design, and aesthetics.

Vision, in the context of UX design, it’s all about defining the purpose, concept, and theme that will guide the design process. Design is seen when UX designers craft the user journey, plot out interactions, and shape the user personas. This is where the narrative of the digital experience takes form, injecting elements that keep users engaged and excited about their journey. As Ani said in our interview, in UX design, we are defining the overall aesthetics through the color palette, visual style, and the atmosphere users experience when interacting with the digital space. It's about creating a unique and cohesive visual identity that aligns with the desired user experience.

Much like storytelling, UX designers need to consider the initial impression users have - the "hook." This could be a visually striking opening scene, a compelling interface element, or an attention-grabbing visual feature. It's about creating a memorable and engaging first impression, much like encountering someone for the first time.

The setting, in UX design terms, is the digital environment users step into. Similar to the atmosphere of a room, designers need to consider the color scheme, overall vibe, and the user's emotional response. This is crucial in establishing whether users feel at ease or on high alert, contributing to the overall user experience. Just as a storyteller introduces a hero, UX designers present users with a focal point - the hero of the digital experience. This could be a product, a service, or a specific feature. Understanding the user's role and trust in this "hero" is vital for shaping the overall user journey. In UX design, answering the "what" question is like the exciting part of a story where things start happening. Designers need to reveal what unfolds in the digital experience—whether users benefit or face challenges, grow, or face setbacks. This process builds momentum over time, leading to the most important part, or in UX terms, the resolution of the user journey - the user achieves their goal, finds a solution to their problem, or completes a desired task within the interface. Their objectives have been met!

In your storytelling, how do you effectively engage your audience's emotions and how important are those emotions for you, as a storyteller??

Ani: This question is worth a million, and frankly, unlocking it holds the key to human hearts.?

As a species, we often only scratch the surface when encountering each other. I see how someone looks, and sense their aroma, but understanding how they feel remains elusive. Feelings, after all, are invisible to the naked eye. This, I believe, is why storytelling is an irresistible force for us humans. It serves as a portal, allowing us to peer into the depths of someone's heart.

In essence, it's the only way to unveil the inner workings, to grasp the emotions that reside within. Technically, one of the most potent ways to lay bare these emotions is by revealing the desires and drives that fueled your journey - every investment, every choice. Show me those motivations! I want to see how the person you were at the start of your journey began investing time in things that mattered to you. What is your big “why”? Show me your motivations, your values, and your purpose, and I'll feel connected to you.

Designers can evoke emotions through visual elements and user interactions

By crafting a coherent narrative through visuals, designers can lead users on an emotionally resonant journey. This narrative may unfold through images, graphics, and how elements are arranged on a screen. To reveal emotions in design, similar to exposing desires in a story, designers can highlight the motivations and values that steer the user experience. This requires understanding the user's journey, focusing on what matters to them, and discovering their big “why”, as Ani said.

In order to see the motivations, values, and purpose, designers can use visual cues and interactive elements to bring out these aspects, fostering a connection between the user and the design.

Evoking emotions in design means creating an experience that not only grabs the user's attention but also resonates with their motivations and values, establishing a deep connection between the user and the designed interface.

Are there specific techniques you use to maintain consistency in your storytelling universe??

Ani: Imagine I'm crafting a collection of short stories. Before the pen hits paper, there's an idea, a feeling, a concept simmering in my mind—the essence I wish to weave into the collection. This core idea becomes the gravitational center, influencing everything—the narrative, the protagonist, and even the genre. If, for instance, my central notion revolves around portraying the existential struggles of a modern human amidst economic turmoil, that becomes the umbrella focal point for all the tales. Everything aligns—the narrative, the hero, and the genre—revolving around this core concept.

In my current venture, a comic book series delving into the themes of war and loss from a female hero's perspective in contemporary times, I've embraced the tools of grotesque, absurdity, and surrealism to amplify the narrative. This approach comes with experience. Having a crystal-clear vision, a profound "why," sets the focal point, and everything else organically builds around this guiding beacon.

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How can designers maintain a consistent design language or theme throughout a project?

Establishing a central theme or concept serves as the foundation for a cohesive and harmonious design language.

Ani’s insight into how everything aligns—the narrative, the hero, and the genre—around this central theme is a valuable principle for designers. It emphasizes the importance of ensuring that every aspect of the design, from visual elements to user interactions, revolves around and supports the main concept. This consistency creates a seamless and unified user experience.

To amplify the narrative, specific design elements like styles, and visual language are intentionally chosen to enhance and reinforce the overarching theme of a project.

Maintaining a consistent design language is crucial for several reasons”

• it establishes a cohesive and recognizable identity for a brand or product, fostering trust and familiarity among users
• consistency in design enhances user experience by creating a predictable interface, reducing cognitive load, and making navigation more intuitive
• a unified design language also promotes efficiency in development, as reusable components and patterns streamline the process
• it contributes to a polished and professional aesthetic, reinforcing the brand's credibility
• a consistent design language is foundational to building a strong brand presence, ensuring positive user interactions, and facilitating efficient design and development workflows.

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Balancing detail and simplicity is essential in storytelling. How do you decide what details to include and what to leave out??

Ani: Every single word should move the story forward. This is a golden and classical rule and I love it. If you can cut a word from the sentence and nothing changes you don’t need that word. Functionality always comes first. If we remove the element and nothing changes so we don't need that element.

How might designers approach the balance between information and simplicity in their designs?

In the design, ensuring that every element serves a purpose and contributes to the functionality of the overall user experience creates balance and simplicity. Much like the notion of removing a word from a sentence, designers should evaluate each component and ask whether its removal would impact the functionality or coherence of the design. This approach aligns seamlessly with the principle of prioritizing functionality—the core purpose—above all else.

Every element should have a clear purpose and contribute meaningfully to the user's interaction with the interface. This clarity not only streamlines the design but also enhances the overall user experience by eliminating unnecessary complexities.

Much like the careful selection of words in storytelling, designers should prioritize functionality, regularly assess the necessity of each element, and strive to maintain a streamlined, purposeful, and user-centric design that stands true to the overarching goal of enhancing user experience.

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Can you share any experiences where you had to adapt your storytelling style to suit a specific audience??

Ani: In my Creative Writing workshops, I leverage storytelling for two key purposes: simplifying complex ideas and engaging the students. When elucidating the concept of conflict, I often draw upon examples that resonate with their experiences. Recognizing that many teens grapple with the real challenge of choosing their professions—desiring creative paths but pressured by external forces to opt for safer, more lucrative careers, particularly in IT—I use this conflict scenario as a relatable example. It establishes an instant connection, allowing them to grasp the topic's essence effortlessly.

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Recently, I've extended my storytelling experimentation to LinkedIn. Through micro-fiction presented in carousel format, I tailor narratives around topics that strike a chord with the LinkedIn audience.

Tailor design work to serve to different user demographics or target markets

By understanding the unique needs, preferences, and challenges, the specific experiences, and concerns of various user groups, designers can create interfaces that resonate with their audience on a deeper level. Accessibility!

In their research, designers identify and address the specific pain points or aspirations of their target markets. This might involve tailoring visual elements, language, or interactive features to align with the cultural, professional, or personal context of the users. Acknowledging external factors that shape user behavior and preferences is crucial. Designers can tailor their work to mitigate concerns or provide solutions that align with the expectations and realities faced by different demographics. They should adapt their design language, visuals, and messaging to align with the platform, context, and preferences of diverse target markets. This might involve understanding the visual aesthetics favored by a particular demographic or adjusting the tone and content to suit the communication style prevalent in a specific market.

User-centric mindset is the key!

This involves understanding the unique experiences and challenges of each demographic, addressing specific pain points, and adapting design elements to resonate with the cultural and contextual nuances of the audience.

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Using storytelling in UX design creates a story through the overall plan, designing interesting interactions, and making a visually consistent environment. The user, similar to a reader, goes through a journey that slowly unfolds, keeping them interested until they reach the most crucial part of their digital experience.

Storytelling and design are crafts that, at their core, seek to communicate, engage, and evoke emotions. In the world of design, every element, color, and interaction contributes to a narrative that guides users through an experience. Much like a compelling story, a well-designed interface captures attention, establishes a connection, and leaves a lasting impression. As designers, we have the power to shape not just visuals but experiences, allowing users to embark on a journey that unfolds smoothly, resonates emotionally, and concludes with a sense of fulfillment.