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When we design for experience, subtle and peculiar shifts come into play that demand a uniquely empathic way of thinking about our practice.

We’re no longer designing for an ‘audience’ or ‘viewers’ through our previously static / mass mediated, one-way delivery of the information and designs we’re communicating. Instead, when we consider aspects of interactive engagement for our ‘users’ to experience — we need to thoughtfully dream up the actual stories we’re asking the people in our audience to actively live out. In this talk we discuss the benefits of putting story at the center of a human-centered design approach to improve the design process as well as the quality of the total human experience we’re ultimately all creating through our work.