Exploring how AI is reshaping UX from the inside out. In this post, I share what I’ve learned while redesigning Roamly’s website, experimenting with Gemini, and starting to develop a new New Friend offering: UX Systems Strategy for AI Integration.

Storytelling isn’t just for marketing—it’s a core part of product design. At New Friend, we use narrative thinking to shape user journeys, create emotional rhythm, and bring clarity to every screen. Inspired by Ellen Lupton’s Design Is Storytelling, this post explores how story shows up in our design work and why it matters more than ever.