The art of storytelling

Users. Customers. Buyers. Shoppers. Clients. Patrons. Consumers. We use many different names to describe the people for whom we build things on the web, but we often forget that they are just that – people. People with emotions, contrasting opinions, differing reactions and distinct expectations.

People don’t get excited about websites. People aren’t excited by a fancy interface or an expensive font. People get excited about experiences.

And this is why I became a designer. I love the look on my client’s face when I present a project for the first time, and totally knock it out of the park. I love seeing a group of users excitedly exploring a new version of a product they have used for years. The more I put into this job, the more I get out of it.

Everything put on the web tells a story. The challenge is to write a story that your customers will want to tell over and over again.