GLOSSARY

The structured use of narrative elements to communicate meaning, context or experience to an audience.

It improves consistency, usability, accessibility and delivery speed across customer and employee experiences.

A cross-functional team applies Storytelling in a production initiative, defines ownership and success criteria, tests representative scenarios, monitors outcomes and records corrective actions before scaling.

A reusable pattern or research method cannot replace context-specific accessibility and usability testing. Standardisation can become restrictive when governance is weak.

The structured use of narrative elements to communicate meaning, context or experience to an audience. Effective use requires documented user needs, accessible states, consistent behaviour, responsive implementation and testing with representative users and devices. It should be maintained as part of the product system.