The User's Journey: Storymapping Products That People Love


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What does a great experience with a business, website, or app have in common with a great story? Everything.

Like a good story, successful design is a series of engaging moments structured over time. The User’s Journey will show you how, when, and why to use narrative structure, technique, and principles to ideate, craft, and test a cohesive vision for an engaging outcome. See how a “story first” approach can transform your next product, feature, landing page, flow, campaign, content or product strategy from good to great.


Praise for The User's Journey

"No one knows how to apply storytelling to designing compelling, successful products better than Donna Lichaw. Her book should be dog-eared, highlighted, and shared across everyone on the product management, design, commercial, and even development teams to know why and how story is critical to innovative, useful, delightful products."

– Chris Avore, Global Head of Product Design, Nasdaq


"Donna helps you not just to tell stories or use stories to promote your product, but to build your products as if they were stories themselves. Using Donna’s approach, you’ll cast your users as the heroes of the story so that everything you do supports them in their journey."

– Jonathon Colman, Product UX + Content Strategy, Facebook


"Send your customers on a hero’s journey and turn their pain points into the climax of the story. Donna’s book will help you use narrative architecture already hard-wired into our brains to create more engaging products and services."

– Karen McGrane, Author, Going Responsive and managing partner, Bond Art + Science