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We are in the middle of a cultural shift. This evolving change is highly visible in the current state of communication. As attention spans continue to shorten, the significance of the novel and long-form is giving way to the 140-character tweet, the ephemeral 10-second Snapchat (with an optional caption) and listicles.
It is not just the product that sells online. Sure, an online purchase is motivated by a desire to buy a certain product or service. However, that desire, as those in the brick-and-mortar business found out long ago, is the result of a complex, multi-layered process that influences consumer behavior. That process is quite similar to what we, in design circles, refer to as the user experience.
Storytelling is the reigning buzzword in design circles these days. It is cited as a powerful technique for designing user experiences, developing user personas and uniting a creative team around the same goal. Thanks to its high persuasive potential, succeeding where facts alone cannot, storytelling is also an effective tool for creating landing pages that convert.