Why do we tell stories?

How do you foster connection, empathy and understanding between people?

Well, I often use stories to communicate user needs and the value we want to give those users.

I use the insights from my end user research to tell a story about who our users are and why they are pursuing a particular goal, crafting conflicts that represent their problems, expectations, what they need and desire and how we might provide solutions.

The story helps everyone to empathetically connect with the user and to make sure that the work they do aligns with the story.

At the end of the design process, the story helps people to connect with the new product, which makes it easier for your marketeers to show how the product is valuable to the end users.

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