We often think of storytelling in a too-traditional manner; we think it exists where a distinct experience exists to tell one complete narrative.
But as technologist Jared Ficklin of frog design explains in the first of our NXNE 2013 interviews, narrative can drive user experience in a variety of contexts.
“Design is about creating a narrative for the user experience, but we’d like to start with the user themselves,” he tells Ramona.
“We want (users) to place an emotional attachment to those experiences, and do it in a very humanistic and interactive form.”
A smart piece of technology can understand the persona of the user and fit comfortably into the stories of their day-to-day life, which makes that emotional attachment easier to come by.
Watch Jared Ficklin’s complete interview below.