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.

Passion fuels innovation, but it takes more than excitement to build a great product. Without strategy, research, and iteration, even the best ideas can fail. In this post, we explore how to turn vision into a product that users love—and how New Friend helps founders bridge the gap between inspiration and execution.