Storytelling in UX design transforms abstract concepts into engaging experiences, creating a deeper emotional connection with users. During the first course of my master’s program, my teammate and I undertook our first project, exploring the potential of storytelling through Squirro, a conceptual sustainability app. The design process, focused on Figma prototypes, taught us valuable lessons about embedding narrative into user-centered design.

Storytelling became the backbone of Squirro, a conceptual app inspired by Finland’s vibrant squirrel population. Moving to Finland in the summer introduced us to these small creatures tirelessly collecting acorns to prepare for winter. This behavior became the core metaphor of our app: users, primarily university students, would collect “acorns” as points for completing eco-friendly actions, such as recycling, using public transport, or attending sustainability events. The narrative was simple yet effective, turning the daunting idea of sustainability into a playful and manageable journey.

Storytelling gave the app coherence and meaning. Instead of simply completing tasks, users participated in a larger story about preparing for a sustainable future, just as squirrels gather acorns for winter. This metaphor resonated with the target audience, adding emotional depth to what might otherwise have been mundane interactions. It wasn’t just about earning points; it was about seeing oneself as part of a community working toward a shared goal.

However, storytelling brought its own challenges. Striking a balance was crucial, ensuring the story enhanced, rather than overshadowed, the app’s purpose. We also revisited our biases and assumptions, questioning whether the story would remain relevant and relatable over time.

We wanted to create something that connected with Finnish student culture. In Finland, university students proudly wear overalls adorned with patches that represent their achievements and experiences. To align with this tradition, we designed a unique patch as a reward for sustainability milestones, incorporating elements from the app’s story. By tying the app’s digital narrative to a physical, cultural tradition, the patch made the experience more immersive and personally meaningful for users. It reminded us that storytelling in UX isn’t just about what happens within an app, it’s about how it integrates into the lives and traditions of its users.