May 19, 2011 — Using metric data, we are able to trace behavioral and emotional responses to identify the weak spots in our storytelling strategies. By identifying and optimizing these areas, we’re able to make our products better, faster, stronger. Read more…

April 8, 2011 — Apple seems to have entranced people. It’s hard to walk down the street without passing someone who is plugged in to those iconic white headphones or to enter a coffee shop without hearing someone gabbing on their iPhone. Apple’s stores are crowded, and its products sell in … Read more…

November 29, 2010 — How do you make decisions? If you’re like most people, you’ll probably answer that you pride yourself on weighing the pros and cons of a situation carefully and then make a decision based on logic. You know that other people have weak personalities and are easily … Read more…

June 25, 2010 — As a photographer and UX designer, I pay particular attention to the effectiveness of photography when I’m testing with users. Regardless of the context, users rarely fail to comment on or be influenced by photography when shopping online. Read more…

February 11, 2010 — In this article, Francisco Inchauste speaks with some of the modern-day storytellers to get their perspective and see how they apply storytelling to their work. Read more…

January 29, 2010 — Stories have defined our world. They have been with us since the dawn of communication, from cave walls to the tall tales recounted around fires. Read more…