Why Storytelling Matters in Design and Presentations
Storytelling isn’t just for writers and filmmakers—it’s a fundamental skill for designers. Whether you’re presenting a user journey map, pitching a new product, or explaining your design process, storytelling transforms dry facts into compelling narratives. It’s the difference between saying, “We did research”, and explaining, “We discovered that users feel frustrated because the current system doesn’t address their core needs”.
At its heart, storytelling is about connection. It helps designers communicate their ideas in a way that resonates with their audience, whether that’s a client, a stakeholder, or a user. It’s not just about what they did; it’s about why it matters.
Teaching Students to Emphasise the “Why”
In my Design Innovation classes at the Singapore Institute of Technology, I often tell my students that the secret to a great presentation isn’t just showing what they did—it’s explaining why they did it. For example, instead of saying, “We created an empathy map”, I encourage them to say, “We created an empathy map because we needed to understand the emotional drivers behind our users’ behaviour. This helped us uncover hidden pain points that weren’t obvious in our initial research.”.
One of my student groups recently presented a project where they designed an app with a messaging platform and mood tracker feature to help nurses vent their frustrations and monitor their emotional levels. Instead of simply listing their process—brainstorming, shortlisting ideas, and selecting the app—they explained why they chose the app idea. They shared how they came up with a set of evaluative criteria and prioritised features based on nurses’ emotional needs and workload challenges. By framing their decisions around the “why”, the team made their work relatable and impactful. The result? A presentation that wasn’t just informative—it was meaningful and memorable.
Storytelling in Design Thinking
Storytelling is woven into every stage of the design thinking process. It’s how we empathise with users, communicate insights, and inspire action. Here’s how it fits into each phase:
- Empathise: Stories help us understand users’ experiences and emotions. For example, a journey map isn’t just a diagram—it’s a narrative of a user’s interactions, challenges, and emotions.
- Define: Stories help us frame the problem. Instead of stating, “Users don’t make enough revenue during non-peak seasons,” we can say, “Users feel anxious and worried when they think about not making enough revenue to cover their rental costs during non-peak seasons”.
- Ideate: Stories spark creativity. By imagining how a solution might play out in a user’s life, we can generate more innovative ideas.
- Prototype and Test: Stories make feedback more meaningful. When users share their experiences with a prototype, they’re telling a story about how it fits (or doesn’t fit) into their lives.
In short, storytelling isn’t just a presentation tool—it’s a mindset that shapes how we approach design.
Practical Storytelling Techniques for Designers
To become a better storyteller, here are some techniques you can start using today:
- Start with the “why”.
Before diving into what you did, explain why it matters. For example:- Why is this a problem worth solving?
- Why did you choose this research method?
- Why did you prioritise certain features or solutions?
- Use personas and scenarios.
Bring your users to life by creating personas and telling stories about their experiences. For example:- “Meet Sharon, a busy nurse who struggles to balance her workload and emotional well-being”.
- “Imagine Sarah, a small business owner who feels anxious during non-peak seasons”.
- Structure your narrative.
Every good story has a beginning, middle, and end:- Beginning: Set the stage by defining the problem or opportunity.
- Middle: Describe the process—research, ideation, prototyping—and the challenges or insights along the way.
- End: Present the solution and its impact, tying it back to the original problem.
- Let artefacts play a supporting role.
Visuals like journey maps, empathy maps, or prototypes should enhance your story, not replace it. For example:- Instead of saying, “Here’s our journey map”, explain, “Our journey map revealed that users feel frustrated at this stage because…”
- Practise empathy.
Tailor your story to your audience. Ask yourself:- What do they care about?
- What questions might they have?
- How can you make your story relevant to their needs and interests?
Encouragement for Designers to Practise Storytelling
Storytelling isn’t just a skill—it’s a superpower for designers. It’s what turns data into insights, ideas into action, and presentations into experiences. Whether you’re a student, a professional, or an educator, storytelling can help you communicate your work more effectively and connect with your audience on a deeper level.
So, the next time you’re preparing a presentation or explaining your design process, remember: it’s not just about what you did. It’s about why it matters. Storytelling can feel daunting at first, but it’s absolutely doable. Start small, practise often, and don’t be afraid to make mistakes. Over time, you’ll see how storytelling transforms your work—and the way others perceive it.
