# Designer as storyteller · UX Trends 2018 · Zorraquino > Hooked on your story URL: https://www.zorraquino.com/en/trends/ux-trends-2018/designer-as-storyteller ![Designer as storyteller: Hooked on your story](https://cdn.sanity.io/images/0w1142l8/production/7762d8effe9a9baebae3a643b6b7e91313ac5138-1600x800.webp/designer-as-storyteller-hooked-on-your-story.webp?w=1600&fit=max&auto=format&q=85) Trend 09 # Designer as storyteller 1. [UX Trends 2018Home](https://www.zorraquino.com/en/trends/ux-trends-2018) 2. [Trend 01Humanisation](https://www.zorraquino.com/en/trends/ux-trends-2018/humanisation) 3. [Trend 02Smart personalisation](https://www.zorraquino.com/en/trends/ux-trends-2018/smart-personalisation) 4. [Trend 03A more emotional interface](https://www.zorraquino.com/en/trends/ux-trends-2018/emotional-interface) 5. [Trend 04Mood as interface](https://www.zorraquino.com/en/trends/ux-trends-2018/mood-as-interface) 6. [Trend 05Design for optimisation](https://www.zorraquino.com/en/trends/ux-trends-2018/design-for-optimisation) 7. [Trend 06A richer UI](https://www.zorraquino.com/en/trends/ux-trends-2018/richer-ui) 8. [Trend 07Sensory feedback](https://www.zorraquino.com/en/trends/ux-trends-2018/sensory-feedback) 9. [Trend 08The year of augmented reality](https://www.zorraquino.com/en/trends/ux-trends-2018/year-of-augmented-reality) 10. [Trend 09Designer as storyteller](https://www.zorraquino.com/en/trends/ux-trends-2018/designer-as-storyteller) 11. [Trend 10Connected experiences](https://www.zorraquino.com/en/trends/ux-trends-2018/connected-experiences) 12. [Trend 11Atomic Design](https://www.zorraquino.com/en/trends/ux-trends-2018/atomic-design) 13. [Trend 12Only the essential](https://www.zorraquino.com/en/trends/ux-trends-2018/only-the-essential) Designer as storyteller Hooked on your story ## Designing by telling a story Stories have always been one of the most effective ways of connecting with people and generating both attention and recall. A good story that entertains and surprises attracts and persuades users. And if they also become the protagonist of stories linked to the product, it will be easier to capture their attention and interact with them directly. That is why narrative is ever more present in UX. Because stories are not told only with words but also with design, interactions, touchpoints… throughout the whole relationship and purchase journey. Multichannel, multiformat stories that are clear, interesting and human. ## Cases 01 / 05 Zorraquino spotlights 1. 01 Stories create more entertaining, fun experiences that build a positive connection, but they are harder to produce and control. What's more, UX writers are still a scarce profile. 2. 02 On the other hand, stories and conversational websites generate more interaction, which leads to gathering personal information that is useful for designing the relationship with customers. 3. 03 UX writing also offers many possibilities for involving consumers; it lets you make the customer the protagonist, with the positive effect that has on the relationship. ## More on the trend ### References - [10 UX Design Predictions for 2018](https://theblog.adobe.com/10-ux-design-predictions-for-2018/) - [UX Design Trends for 2017: Dictated by the Future](https://www.altexsoft.com/blog/uxdesign/ux-design-trends-for-2017-dictated-by-the-future/) - [Tendencias para el Diseño UX / UI para 2018](https://www.digital55.com/tendencias-diseno-ux-ui-para-2018/) - [Top Web Design Trends to Watch in 2018](https://www.forbes.com/sites/tomaslaurinavicius/2017/12/20/web-design-trends-2018/) - [A Visit To Airbnb](https://wordsofasuperheroine.wordpress.com/2014/11/15/a-visit-to-airbnb/) - [Google Maps morphs into Ms. Pac-Man for April Fools’ Day](https://www.theverge.com/2017/3/31/15136848/google-maps-april-fools-ms-pac-man-easter-egg) Pages 141–159 of the report [![Connected experiences: Omnichannel and collaboration between brands](https://cdn.sanity.io/images/0w1142l8/production/5d03b455e40f40cb5d106f8885e59d66c5ca7443-1600x900.webp/connected-experiences-omnichannel-and-collaboration-between-brands.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/ux-trends-2018/connected-experiences) Next trend · 10 [Connected experiences](https://www.zorraquino.com/en/trends/ux-trends-2018/connected-experiences)