What’s Your Story?


  • Information systems have come a long way, from dispensing predefined information in bits and pieces to entertaining conversational transactions and augmented intelligence. It has grown into an essential part of the day in the life of customers, partners and employees alike.
  • With so many options to choose from and a plethora of distracting or confusing features, digital users are now also the producers of their own digital journeys,
  • The only way to get and keep someone’s attention is to make them part of a story, not just as readers, but also as writers or even better, as co-writers and actors.


  • For each development to tell a digital story, its creator needs to become an artist. The writer must appeal to the creative and esthetic side of the brain while remaining an engineer to give the story the logic, rigor, and metrics of IT.
  • This is at the heart of Design Thinking, combining the notions of purpose, human-centricity and iteration.
  • The story should not stand alone: through connections with other stories, the digital enterprise creates an anthology of its relations with the world.

How to?

  • From oral tradition, to the written word, and now to digital copy, telling a story is the oldest method for recording, teaching, communication, and entertainment. You learn the craft by listening to the best ones.
  • Think through your solution as a story with a good structure from beginning to end, from issue to resolution, from understanding to adhesion, from neutrality to support.
  • Use your story as your design to inspire architecture and drive content.
  • Tell your story early by inviting users, listeners, and actors to iteratively participate in its development.

So what?

  • The Design for Digital principles are to be seen and used as a whole: the story hatches in the clouds, it stages the play of twins, draws momentum from the platform, makes listeners and players more intelligent, exudes trust, and gently hacks our customs and traditions.
  • Over time, stories become the signature of the digital enterprise, the reflection of its style, and the yardstick of its differentiation. Consider the story unfolding before you in these white little boxes…how does it move you?

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