Why Storytelling Matters in Product Design
Storytelling might not be the first thing that comes to mind when you think about product design, but it’s at the heart of everything we make. Every interface, every flow, every decision is part of a bigger narrative. It guides people, shapes how they feel, and helps them understand what to do next.
In her book Design Is Storytelling, Ellen Lupton writes, “Designers tell stories through products, services, graphics, and interactions.” She frames storytelling not as a metaphor, but as a tool — something practical and powerful. At New Friend, we use that tool daily. Whether we’re mapping out a user journey or writing copy for a button, we are always thinking about narrative. What is happening here? Why does it matter? And how does this moment connect to the next?
Here’s how storytelling shows up in our work.
Every Product Has a Plot
When we start a new project, we are not just thinking about screens. We are thinking about arcs. What’s the entry point for the user? What are they trying to solve? What is the moment of transformation or payoff?
Ellen Lupton talks about the power of plots in design. Users come with goals, and the product helps them reach those goals. Just like a story needs structure, a product needs a clear journey. If the pacing is off, or the key moment gets buried, people lose interest.
We often sketch out a user’s story before we touch any visual design. What do they see first? What happens next? Where might they feel confused or delighted? This narrative map gives shape to the experience and helps teams stay focused on what really matters.
Pacing, Flow, and Emotional Rhythm
In storytelling, timing is everything. The same is true in design.
We think a lot about rhythm. When to create momentum, when to pause, and when to introduce a moment of surprise or relief. Lupton calls these emotional cues, and they can show up in big ways like the arc of a multi-step flow or small ones like the feedback a user gets after submitting a form.
Design is filled with micro-moments. A clear headline can calm someone down. A clever illustration can make them smile. A small delay can add tension. These beats matter. They shape how someone feels as they move through a product.
When we build out a user journey, we are not just designing for function. We are designing for feeling.
Storytelling as a Tool
One of the biggest benefits of storytelling is how it brings alignment. Teams often come to us with a pile of features or ideas, unsure how to connect the dots. When we step back and ask, “What’s the story here?” things start to click.
It is not just about UX or copy. It is about the message. What are we trying to say? Who are we saying it to? And why now?
Lupton writes that “designers are narrators.” That mindset is a helpful shift for teams, especially when they are building fast. Instead of asking, “What should this screen do?” we ask, “What part of the story are we in?” That framing helps teams prioritize, simplify, and get to the heart of the experience.
Design That Means Something
At New Friend, we care about clarity and craft, but also about connection. We want people to feel something when they use the products we design. That feeling does not happen by accident. It comes from narrative structure, emotional rhythm, and a clear point of view.
Design is more than visuals. It is a story told one screen at a time.
