Storytelling

During the design process, storytelling is used to understand the underlying problems that  consumers face when using a product or a service, and then use this knowledge in reflective  practice to formulate the solution which is tested by the consumers. Hence, storytelling  contributes to the different stages in the design process for different purposes in each step

This stage comes early in the design process. It aims to explore the problem to build an  accurate understanding of the main issue that needs to be solved. In the problem framing  stage, the storytelling can be used in this explorative initiative. It helps the design team to  engage with the user to define the problem using a qualitative data from the consumers.

Multiple storytelling sessions can be held with the consumers who meet with the persona  characteristics. Then, the data can be collected and analysed to build a generalised idea  about the problem. The advantage of using the storytelling tool is that it helps to create  empathy with the problem as the consumers tell their stories from their own perspective  describing their pain points in the process.

While the storytelling can be used in different stages of the design process as above, it is  a suitable tool to collected personalised experiences from the consumers. It may be hard  to build a generalised data based on it because of the different nature of each consumer’s  story, but I believe this is one of the strengths of the tool. It helps us to understand the  empathic experience that the users face when using a product or a service. This unique  strength point can be valuable for the design thinking process especially when it targets  specific problems such as medical interventions or personalised use cases.

In sum, the storytelling is a powerful communication tool that enables us as a human  being to understand more about our emotional experiences. This makes it an effective  method to use during the design process. It can be used during the design thinking  process phases with a different goal in each stage. Storytelling can help us to gather  personalised emotional data about our consumer’s experience which can be hard to  collect using other research methods such as the survey and consumer journey mapping.


Storytelling During the design process , storytelling is used to understand the underlying problems that consumers face when using a product or a service , and then use this knowledge in reflective practice to formulate the solution which is tested by the consumers . Hence , storytelling contributes to the different stages in the design process for different purposes in each step This stage comes early in the design process . It aims to explore the problem to build an accurate understanding of the main issue that needs to be solved . In the problem framing stage , the storytelling can be used in this explorative initiative . It helps the design team to engage with the user to define the problem using a qualitative data from the consumers . Multiple storytelling sessions can be held with the consumers who meet with the persona characteristics . Then , the data can be collected and analysed to build a generalised idea about the problem . The advantage of using the storytelling tool is that it helps to create empathy with the problem as the consumers tell their stories from their own perspective describing their pain points in the process . While the storytelling can be used in different stages of the design process as above , it is a suitable tool to collected personalised experiences from the consumers . It may be hard to build a generalised data based on it because of the different nature of each consumer ’s story , but I believe this is one of the strengths of the tool . It helps us to understand the empathic experience that the users face when using a product or a service . This unique strength point can be valuable for the design thinking process especially when it targets specific problems such as medical interventions or personalised use cases . In sum , the storytelling is a powerful communication tool that enables us as a human being to understand more about our emotional experiences . This makes it an effective method to use during the design process . It can be used during the design thinking process phases with a different goal in each stage . Storytelling can help us to gather personalised emotional data about our consumer ’s experience which can be hard to collect using other research methods such as the survey and consumer journey mapping .