How do you align story with design goals?

A story without an audience, does the story exist? That's why you have to get clear about who your audience is. Because there's the story you tell, and then there's the story they hear. At the end of the day, all that matters is what they hear. Whether they resonate with your message or not. You are responsible for being understood. Of course, not everyone is your audience. So the more clear you can get, the better. You need to tell the story through the eyes and lens that matters to their motivations and interests. And not be blinded to your own. Think of their desires/motivations. But also think of their dilemmas. Where they are stuck or held back. Speak to this creative tension in a compassionate manner, without judgement. That's key.

In a truly fruitful design-storyteller collaboration, there is a mutual understanding between the two areas of expertise. Much like in data-driven storytelling where you might collaborate with a data analyst, the alignment of story with design goals should be viewed as a partnership. Nowhere is this more important than in a joint understanding of the target audience. The storyteller will be equipped to analyse the audience from the perspective of worded narrative; the designer will be well-versed in doing the same using visual tools. When done successfully, you wind up with a symbiotic end result, where story supports design, design supports story, and both resonate deeply with the target audience.

Aligning story with design goals is essentially like a dance - each element has to enhance the other. When I'm combining design with storytelling, I always keep an eye on the design wile I'm writing. Whether it's a compelling brand story, a ghost post, or a user experience journey, everything, word and visual, is intentional. The goal is to create a harmonious experience that captivates, informs, and engages the audience, while simultaneously aligning with design objectives. When you keep the design and the objective in mind, you're able to create a cohesive and immersive experience, where the story is not just told but becomes an integral part of the design's DNA.

When you're matching your story with your design goals, you need to make sure the things you create visually support your message. First, understand what you want to achieve and who you're talking to. Then, choose images, colors, and fonts that help tell your story and appeal to your audience. Keep these design choices the same throughout your project so everything looks right together. Keep checking to see if your design elements are helping you reach your goals, and change them if you need to. By making sure your design elements fit with your story, you can make something that people really like and understand.

Empathy is Key. Start by understanding your audience's needs, desires, and pain points to create a story that aligns with design goals. If you’re designing a wellness app, your story should revolve around the journey of achieving personal well-being, resonating with users who are seeking a healthier lifestyle.

Write the end of your story first. That way you know what you need to achieve, what you need to mention, and what matters throughout your story. The end drives the beginning and middle, not the other way around. Once you have your end, the rest flows much easier.

Purpose is another word for core message, or subject, of your story. It's an essential component in any narrative, because it's the basis from which all tools, structures, characters, words, and visuals stem. Feeling is a great place to start, particularly in collaboration with a designed, because you'll both come at the question from different contexts. Identify the two-three specific feelings you would like to leave your reader or listener with. This then serves as the purpose statement for the design-story collaboration, and ensures all ensuing work is aligned and consistent.

Defining your purpose is key to identifying how your story relates to your design goals. For examples, if your purpose is to tell a story about a new product your company is launching, you'll likely design the narrative and visual elements around the desired target audience. Now, this is just one example of how defining your purpose is important, and how you use that information could vary.

Defining the purpose of a creative strategy steers the narrative and ensures that every element of the design contributes to a singular business goal. This goal could be as varied as enhancing brand perception, driving sales, or educating consumers. By establishing clear and measurable objectives, you ensure that your creative efforts are focused and trackable, making it easier to assess their impact. Whether your aim is to stir emotions, provoke thought, or inspire action, the purpose must resonate with both the brand ethos and the audience's core values, thereby forging a stronger connection between the story and its intended impact.

Clarity Drives Consistency. Your story and design should have clear, aligned objectives. This ensures that every element works towards a common goal. E.g. If your design goal is to promote sustainability, your story could follow a character's journey towards reducing their carbon footprint, highlighting practical steps and the emotional rewards of making eco-friendly choices.

You need to observe your audience to know what format and tone of your story will resonate with them. If your audience prefer podcasts or vlogs, they may not be very interested in presentations or blogs. But if your design goals match with a different format then you need to adapt accordingly. For example you can write a blog post and integrate a related valuable video within it.

Each format, be it a video, interactive web page, or static infographic, carries with it intrinsic strengths in storytelling. Video can convey complex narratives with emotional depth, web pages can engage users in an interactive journey, and infographics can distill information into digestible visuals. The choice must be influenced by the audience's consuming habits and the nature of the content. For instance, a technical subject might benefit from detailed infographics, whereas a personal brand story may be best told through video. The format chosen should enhance the narrative's ability to meet design and business objectives effectively.

Just as a musician selects the perfect melody for their lyrics, you must choose the ideal format to carry your narrative. Will it be a visual feast through illustrations, a journey through interactive media, or perhaps a poignant tale told through words alone? Your format is the canvas upon which your story unfolds, so choose wisely to maximize its impact.

Good storytellers know that the format submits to the content. Excellent storytellers know that the format and content merge. The choice of format may seem like a genuine "choice," but it's almost a consequence of the content. The story itself will make it clear to you whether it should be told as a video, podcast, text, etc. Listen to what your story demands. This doesn't mean you shouldn't use transmedia and cross-media resources.

Story development is key for novice or insecure storytellers - a good metaphor is that story development is like a map to your destination, the destination being the completed story. As you iterate your narrative elements and select your storytelling tools, remember that it's key they all be informed by your purpose statement, or core message that you'd like to leave your audience with. Curate for the visual and narrative elements that will support that core message the best.

Develop visual and narrative elements that support and enhance your storytelling objectives. Design visuals, typography, color schemes, and layout that reinforce the tone, theme, and message of your story. Ensure that your design choices complement the narrative and facilitate engagement with your audience.

Like a master sculptor shaping clay, each element of your design must be meticulously crafted to convey your message with precision and artistry. From color palettes to typography, from imagery to layout, every detail holds the potential to elevate your story and stir the souls of your audience.

Refining your story: Identify your key messages and target audience. Guide your audience and focus on impactful details to convey. Ensure a durable narrative structure, cultivate functional tension for your audience, ensuring that your story resolves itself in a satisfying conclusion. Establish intriguing characters, where their motivations conflict is essential. Learn to paint with words to convey visually stunning impactful descriptive language. Pithy narrative that doesn't waste your audience's time is choice, when you have a chance to condense meaning and artfully summarize, you value your audience's time and the entertainment per minute of their attention is rewarded competitively, encouraging continued attention.

This part is key... It's okay for your story to be over full and unwieldy at the start (of the process!), it's okay for it to be an embryo for a while. It should be an embryo for a while (resist people who try to make you skip that phase), but once you have that initial draft, or table full of ideas, you're going to need to select judiciously, and to keep your audience in mind at all times. We often feel that to skip any bit of the story is dangerous, but, you know it's not as dangerous as going into every detail. I've read War and Peace, it's at least 350 pages longer than it needs to be :) At the start, ask yourself (and your team and stakeholders if you have them) what's really important. And ask again at every stage.

Perfection is not born overnight; it is forged through relentless refinement. Polish your narrative until it gleams with brilliance, stripping away excess to reveal the essence of your message. With each revision, your story becomes sharper, more poignant, and more irresistible to those who encounter it.

Beyond the foundational aspects of creative strategy, consider the macro-environment in which your story will unfold. This includes keeping abreast of cultural trends, technological advancements, and industry shifts that could influence how your story is perceived and interacted with. Additionally, think about the legacy of your brand and how the current narrative contributes to the ongoing story of your brand. Consider also the sustainability of your design choices and their impact on the future narrative. These considerations ensure your strategy is not only relevant today but continues to align with your evolving business objectives over time.

Integrate Visual Elements. Visuals speak volumes. Your design should visually reinforce the narrative. Use colors, fonts, and imagery that enhance the story you’re telling.

Consistency: Maintain consistency in your design elements, branding, and messaging across different touchpoints and platforms to reinforce your story and build brand identity. Accessibility: Ensure that your storytelling and design are accessible to all users, including those with disabilities. Incorporate features such as alt text, captions, and accessible navigation to accommodate diverse needs.

I suppose coming from the Story side, I'd be inclined to want design goals to align with the story. But of course it's not as simple as that. All the unmovables have to be clear as early as possible (they may move again, but still...), and ideally narrative and design teams can arrive at some key shared experience goals and values A good place to start is: How do we want this to feel, or how to want the audience to feel while they engage with it. And you can break that down into before, during (which you can further break down) and after. Before and after are really important in the world of Experiences. Don't ignore these. They can add huge value from a CX as well as revenue perspective.

Beyond the confines of conventional wisdom lies a realm of endless possibilities. Consider the unexpected, the unconventional, the daring. Embrace experimentation, embrace innovation, and let your imagination soar beyond the horizon of what is known. For in this uncharted territory, you may discover the true magic that will set your story design ablaze with brilliance.