Seth Keen

When we say that the design must “tell a story,” we are not just talking about games or interactive fiction, or even about turning a work application into an adventure (“Conquer the benefits allocation maze…”). Instead, we mean the kind of stories that help you create new designs. These stories are used to make you think of new possibilities, give you the tools to encourage a self-reflective kind of thinking—design thinking—or so you can imagine designs that will improve the lives of other people. Stories explore ideas from user research. (quoted form the online magazine article)