Storytelling is a key component of user experience (UX) design practice. However, while storytelling is universally acknowledged as important, what exactly is meant by storytelling is elastic. This elasticity makes it hard to explain and teach to emerging practitioners. In this research paper, we propose a data-derived definition to bring more understanding to the concept of storytelling in UX. The contribution of this work is a multifaceted definition of storytelling in UX that can be used as a heuristic to help make it more meaningful and understandable to students and early career professionals. We conclude by providing strategies to incorporate the storytelling heuristic into UX pedagogy.

Human-centered design philosophy proposes that end users be at the center of technical system designs. Building on a seminal study by Gould and Lewis, we present findings from two surveys that explored the practice of building interactive systems from the perspective of information and communication technology (ICT) professionals. We generated ICT job descriptions based on a lexicon derived from practitioners’ own words. We found that while “human-centeredness” has risen among ICT professionals, our respondents varied significantly in how they considered the original three Gould and Lewis principles with respect to their job titles and roles. We thus argue that tools that support clear communication among roles are critical; in this project, we analyzed personas as a common ICT communication tool. While personas were generally perceived positively, persona creators need to consider factors that contribute to buy-in from design teams, including quality research and effective presentation.