Keynote
Oct 21
4:35 p.m.–5:10 p.m. CDT (UTC-5)

Using narratives to build better products

Designing products that work for people starts with a clear understanding of how a user benefits from your product and how it transforms their experience.

Often product teams talk about the features, not the user’s story and the “conversation” they have with the product. When we start the ideation process with the narrative (a story about the user and how their life is transformed as a result of using our product), the entire product team gets a clear vision of what we need to design and build to achieve those outcomes.

We can also use that narrative to test our assumptions early (do users understand and value the concept?). Narratives also lay the foundation for content-first design where we understand and support the conversation between the application and user to create low-friction experiences users love.

In this session, you’ll learn:

  • Why narratives are better than feature requirements, abstract personas, and a “design-first” approach
  • How to write and test your narrative
  • How to use the narrative to drive UI microcopy and user assistance materials
Susa Hart
Susa Hart

Senior Director Product Design, Guru

Using narratives to build better products

Designing products that work for people starts with a clear understanding of how a user benefits from your product and how it transforms their experience.

Often product teams talk about the features, not the user’s story and the “conversation” they have with the product. When we start the ideation process with the narrative (a story about the user and how their life is transformed as a result of using our product), the entire product team gets a clear vision of what we need to design and build to achieve those outcomes.

We can also use that narrative to test our assumptions early (do users understand and value the concept?). Narratives also lay the foundation for content-first design where we understand and support the conversation between the application and user to create low-friction experiences users love.

In this session, you’ll learn:

  • Why narratives are better than feature requirements, abstract personas, and a “design-first” approach
  • How to write and test your narrative
  • How to use the narrative to drive UI microcopy and user assistance materials
Susa Hart
Susa Hart

Senior Director Product Design, Guru

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