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UX Strategy: Storytelling
How to create powerful, compelling stories that increase engagement, drive conversions, and communicate value to your users.
A few years ago I had the opportunity to work with a design team as a consultant; we’ll call them Sparrow.
At that time, Sparrow had been around for a little over seven years and was doing fairly well for a company of their size, but Sparrow had a big problem: they just weren’t engaging with their customers the way they wanted to.
Try as they might, no matter how many blog posts, Facebook ads, or marketing campaigns they went through, they just couldn’t seem to land their leads and get the conversions they needed to really succeed.
After pouring over their customer messaging, one pattern began to emerge that would lead them to a breakthrough: they hadn’t been telling a compelling story to their prospective customers.
When presented with the idea, they were understandably skeptical. After all, they had already run multiple campaigns and tried everything that they could think of. Why would this time be any different? Besides it being an additional investment, if their story didn’t match their brand goals and offerings, it could be disastrous for their image.
They weighed their options carefully, and after some serious internal discussion, they decided that enough was enough; they were ready to
take the plunge.
Together, we stayed up clear through to early that next morning, writing stories that spoke to their customer’s hearts, minds, and core values; drawing on the inspiration of their past successes, failures, and aspirations
for the future.
When the dust had settled, and they launched their next campaign, the response was overwhelmingly positive. Sparrow had done what they thought was impossible, they conquered the craft of storytelling, used it to deliver value, insight, and an engaging experience to their audience, while making
a lasting impression.
To this day, Sparrow actively engages with their prospects through storytelling, and has greatly expanded their customer base. Their clients have grown to love, trust, and rely on Sparrow’s unique approach for solving complex…
