case study story telling

The Art of Storytelling for Case Studies

These tips will make your UX portfolio easier to write — and easier to read.

I love a good story. The anticipation. The buildup of conflict. The climax and the payoff. As you experience the journey through the hero’s eyes, you might be left laughing, crying, or nodding your head in agreement. Stories are a vibrant way to share our life experiences.

Stories can be hard to tell when you’re writing about your work, though. Chatting with coworkers or venting to your partner in choppy anecdotes after a long day might feel easy. It’s much harder to tell a polished story when you’re looking for that next big opportunity or sharing it with an audience of your peers in a formal presentation. 

That’s right, I’m talking about case studies.

Many people don’t connect writing a case study with writing a story. The words sound so dry and clinical in comparison to the warm embrace of story . A case study is decidedly not cozy, and the subject matter is usually dry. It screams, “Take me seriously!”

But I’m a believer in looking at a case study like a story, especially when it comes to UX disciplines. A good story needs a plot, characters, and a conflict (user pain-points, anyone?) It also requires a beginning, a middle, and an end. When the storyteller leaves these things out, it’s harder for the reader (the hiring manager) to follow along. It’s difficult to understand where the project started, why it happened in the first place, and what the outcome was.

I’m no expert at this, nor am I a career advisor, so there’s no guarantee this advice will get you a job interview or offer. But I find a lot of joy in writing case studies and helping others write theirs. The basic structure of UX design, UX writing and content strategy, and UX research case studies have important elements in common and all follow the same general path. 

I’ll share some of the ways I lead the audience through a journey while highlighting all that I accomplished along the way.

Structuring a Case Study

In the past, I found reviewing, outlining, and writing case studies to be intimidating and exhausting. So I came up with a process to carefully craft a case study, make it less painful, and reach the same goal. I start by outlining three main points:

• The background
• The process
• The outcome

The Background

The story needs to start somewhere. Introducing the main characters and the plot helps set the stage for the reader and gives them a reason to care. In the initial phases of writing a case study, I like to answer these questions:

• If it was your company, take a sentence or two to explain the business or the product team you were working with.
• If it was a freelance project, talk about why you were approached with the project.
• Who was the target-user? What pain points did they face? Why was this a problem? How did it specifically impact the users?
• What is the elevator-pitch summary of your contribution to this project? Were you on a team with multidisciplinary partners? Or part of a tiny multiple-hat wearing startup? You’ll be going into depth about how you solved the problem later on, so give just a teaser.

Often, my first draft isn’t made of concrete paragraphs. I simply get the information out of my brain and into a document. In early stages of writing, these questions help me frame the problem in a way that clearly highlights my contributions to the solution. 

The Process

This is where you’ll spend the most time crafting your story. Whether you’re writing a case study to share as a presentation or adding it to your portfolio, the audience is most interested in how you got to the outcome and which parts of the process were your responsibility. I list out the most important pieces by answering these questions:

• Did you have to do research? Was there a competitive analysis or heuristic evaluation involved? What data put this into motion, and what did you do with it? What steps did you take to educate yourself about the problem and the users?
• Which parts of the process were done solo, and which were done in collaboration with cross-functional partners? When were the stakeholders involved? How many iterations did it take to make it to the solution? Did you run brainstorming sessions or design studios along the way? Was there A/B or usability testing done in tandem? Write down as many steps as you can remember. You can edit later.
• The audience is always interested in what’s behind the curtain. What design deliverables can you share? Low-fidelity wireframes, prototypes, rough drafts of scripts, process maps, personas? Help the audience understand how you think. Nothing goes from A to Z without a mess in the middle. We’ve all seen enough squiggly line graphs to know that design is not a pretty process.

The Outcome

The outcome section is the grand finale of your case study. It explains why the project kicked off in the first place, what happened after, what next steps the team took, and what you learned.

Not every case study needs a happy ending. I’ve worked for months on a project, only to hear “shut it down!” in the end. This doesn’t mean the work is useless or that you can’t include it in your portfolio.  We learn most from our failures, and openly sharing those shows we’re constantly trying to improve our process and understand the market better. Regardless of how the project resolved, a good outcome section answers questions like:

• This is a great place to show off the shiny final designs. After the climax comes the triumphant ending where the heroes (you and your team) can celebrate a job well done. This is what everything has been building toward: the resolution of conflict, whether it’s triumphant or tragic.
• Here, it’s easy to show off metrics that improved as a result of your work. Tangible quantitative results make a strong conclusion to any story, but they aren’t necessary if they don’t exist. You can reframe to express impact in a variety of ways.
• Describe the next steps your team took or planned. Did you change a broken flow or process that the team ended up adopting? Did this project lead to another initiative? Or did it result in a post-mortem retrospective full of learnings that the team can use  in the future? Your work added value even if the CEO ended the initiative or a project manager shut it down after a few months of zero traffic. A good story can define what positive impact means in the face of a troublesome ending.
• If it was a success, what did you learn about the market, the user,  and the approach you took? If it was a failure, how did the team learn from the experience and move forward after the dust settled? 

Polishing up the Outline

Once you list every step of the project, you’re more than 50% done with crafting your case study.  The hard part—getting started and remembering everything—is over. Now it’s time for you to turn these boring bullet points into elegant paragraphs of UX genius.

The Beginning

You’ve identified the details, now it’s time to build a narrative. We often meet a protagonist first, but who are they? What is their purpose? First impressions matter, and your audience will want a reason to care about what they’re reading. The beginning of any case study sets the reader up for everything that follows. 

To make a good first impression, I usually leverage a dynamic medium, like Google Slides. I keep text minimal and limit the number of slides and images. The hiring manager reviewing your work doesn’t have the time to get familiar with every detail of your case study. Be clear and concise, split the background slide into two to three distinct paragraphs. Remember, if you get the interview, you’ll have time to go into more detail.

• Paragraph one: Introduce the team or business who enlisted you to solve the problem, what the problem was, and where it originated.
• Paragraph two: Lay out the primary goal for the project, the solution you hoped to reach, and summarize your contributions.

A limited number of well-selected visuals throughout a slide-deck portfolio can give readers a more concrete image of the story. If you’re building a story for your website, you can be more liberal with imagery since space isn’t a concern. An engaging visual will represent the project, add some visual interest, and give context for the rest of the case study.

This is where the hero sets out, looking for purpose. They will encounter perils along the way, meet new allies, and eventually fight that gold-hoarding dragon during the climax! But how long should it be, and what’s an effective way to present the content?

The middle section can vary greatly in length. I’ve written case studies where it only takes a few slides to summarize the journey. Others take many more. Stay focused and represent the events in chronological order. 

Another helpful tip for organizing an accurate story: don’t let the visuals do too much of the talking. In plenty of case studies, I’ve had to sift through dozens of wireframes, user flows, site maps, mock ups, branding style guides—with very little telling me what I’m actually looking at and why. It can be difficult to self-edit when you want to prove your skills to a hiring manager. The hard truth is, showing one user flow is enough to prove that you know how to make a user flow. It’s more important to demonstrate that you understand why you created that user flow, what purpose it served in the design process, and how you used it to communicate your intent to the other members of your team.

I like to separate the middle section of my case studies with numbered points. Each point can define one piece of the project, and I can use the same number to label a single example image representing that piece.

Bonus tip: Another part of telling an accurate story is acknowledging everyone’s work. Since you’re writing from your own perspective, it’s easy to use “ I” and accidentally take undue credit. If you were part of a team, use “ we” instead of “ I.”  It won’t weaken your case study just because you can’t claim to exclusively own every part of the process. Hiring managers want to know you can work as part of a team and not just on your own.

We have reached the end of our story. Did the hero triumph over the dragon and return to their village with riches galore? Or were they sadly and tragically swallowed up, only to be memorialized for all eternity in epic ballads by their friends and family? The end of a case study, whether the project was successful or not, is a celebration of your accomplishments. 

Some heroes finish their tales quantitatively; they can explain that each step in the process was a factor in X metric improving by X%, bringing in X amount of additional users, increasing conversions, revenue, KPIs. And so on. 

For other heroes, the impact isn’t as clearly quantifiable. The outcome of their story might be a jam-packed product roadmap, or the launch of an MVP, a successful handoff to a client, or the improvement of an internal company process. Don’t fret! You’ve still accomplished something. This is a great place to share a visual of the final product, a colorful product roadmap, a graph, or something similar.

Sadly, for the heroes that never return home, the ending (or outcomes section) might be more introspective. When my past case studies have ended in less-than-ideal scenarios, I’d quickly explain the circumstances that befell the project—noting any wrap-up activities I performed on my own or with the team—then focus on my learnings. 

Ending with what you learned is a solid alternative to showing impact. Personal and team growth deserve to be acknowledged and documented, even if you aren’t writing a case study. Recognizing what went well, why, and how you accomplished it will only make the next endeavor better. Especially when we fail, we learn what not to do. By ending your hard-earned story with a summary of what you learned, you’re proving to your peers or a hiring manager that you’re fully engaged in the process and the goals.

Humans are naturally drawn to storytelling. It’s a chance to provide the audience with a new and different way to think about a concept. A well-crafted story encourages the imagination to anticipate the arc of what’s next, like a moving picture in the mind.

Case studies can and should be just as enjoyable. While not as whimsical or fantastical as a hero’s journey, they provide value: lessons learned, mistakes made, and triumphs won. As UX professionals, we’re constantly telling the user’s story to our teams and stakeholders and finding ways to foster empathy with the user and their needs. Why don’t we craft our case studies as stories to evoke equally empathic responses? A glorious journey will always be more compelling than a clinical list of events.

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How to Create Effective UX Case Studies with Aristotle’s 7 Elements of Storytelling

So, you want to create case studies for your UX design portfolio. But what kinds of UX case studies should you write? And how do you make them targeted and strong? After all, irrelevant and weak case studies are one of the most common mistakes in UX design portfolios , according to the prototyping tool UXPin. Thankfully, you can use the Greek philosopher Aristotle’s 7 elements of storytelling to craft relevant and compelling UX case studies. Let’s find out how.

In 335 BCE, Aristotle wrote Poetics , the earliest surviving work of dramatic theory. In it, he laid out 7 elements of storytelling, which he ranked in order of importance:

You should go through these 7 elements before you create your UX case studies. This way, you can define exactly what you want to say. You’ll therefore sharpen the focus of your UX case studies and make your message crystal clear to recruiters who read it.

Let’s go through how each of Aristotle’s 7 elements relates to your UX case studies. For each element, we’ll give you questions you should answer before you write your case studies.

1. Plot: The Story Your UX Case Studies and Portfolio Tell

Aristotle regarded plot as the most important element, and for good reason. Plot is what happens in a drama—for instance, a tragic plot tells the story of a hero’s downfall. A bad plot can spoil an otherwise good drama—and the same is true of UX case studies.

Your UX case studies, and by extension your portfolio, should tell a relevant and compelling plot about yourself . For instance, you can tell the plot of a “self-made UX designer who is passionate about accessibility ”. Think about the plot you want to tell through your UX case studies.

You should also tell the same plot throughout all of your UX case studies . This way, your portfolio sends a cohesive message. For example, if you want to become a UX researcher, all your case studies should contain UX research work. Otherwise, you’ll send mixed signals to a recruiter, who will not be able to gauge whether you can perform well in the role you’ve applied for.

Make sure your UX case studies tell a cohesive plot about you as a designer.

© Teo Yu Siang and the Interaction Design Foundation, CC BY-NC-SA 3.0

Tell the Right Plot: Checklist of Questions to Ask Yourself

What plot do you want to tell? What’s your story—from a career perspective?

Do your UX case studies tell the same story about yourself, or do they contradict one another? If they contradict one another, then angle them so they don’t or delete the case studies which send mixed signals.

Which past projects should you choose to tell the plot you want your recruiters to see?

2. Character: Your Role and How You Work with Others

In a drama, the main character serves the plot with the help of supporting characters. The main character, according to Aristotle, should be good, appropriate and consistent.

In your case study, you are the main character . Like Aristotle’s main character, you should appear in your UX case studies to be:

Good : That is, you should showcase your craft in design.

Appropriate : You should display a level of expertise that makes sense. For instance, you cannot claim to have led a team of designers when you’re a junior UX designer.

Consistent : You should play a consistent design role throughout all UX case studies.

Character is also about how you work with your team-mates . It’s because you’re not the only character in your story. You work with peers, managers and other stakeholders . Show how you work well with others.

Communicate your skills, expertise, design role and ability to work in a team in your UX case studies.

© Teo Yu Siang and the Interaction Design Foundation, CC BY-NC-SA 3.0.

Write the Right Characters: Checklist of Questions to Ask Yourself

What role do you play in the design process ? In other words, are you a UX generalist who covers the entire design process, or a specialist such as a UI designer?

Do you play the same role in all your UX case studies? If not, which case studies can you tweak or remove so that you play a consistent role?

How does your “character” interact and work with other “characters”? Is there conflict or harmony?

Who else should you include in your case study? Who are the important co-contributors (or even leaders) you should acknowledge?

3. Theme: The Context of Your Project

Theme refers to the setting or context in a Greek drama. Just like in a drama, you have to set the scene in your UX case studies.

Provide readers with your project’s context : your main goals, the obstacles you faced and your motivations that explain why you took on the project. You’ll help your readers understand your project better and create a compelling purpose around your case study.

Explain your goals, obstacles and motivations to set the context of your UX case studies.

Set the Right Theme: Checklist of Questions to Ask Yourself

What’s your main goal in the project?

What are your main obstacles that you had to overcome?

Why did you take on the project? Why are you proud of it?

Remember to set the stage early—lay out your theme in the beginning of your UX case studies.

4. Diction: Your Tone of Voice

To Aristotle, diction (or dialogue) was the way the characters speak to each other. Audiences can tell a lot about a character from that person’s tone of voice. Good communicators are characters who get their points across with the right words—and don’t hide behind them or try to outsmart their audience because they love the sound of their own voices.

In the same way, your diction or writing style influences your UX case studies’ reading experience . Master how to write effectively. Use plain English, avoid technical terms and choose a friendly but professional tone of voice to help recruiters appreciate your UX case studies.

Use plain English in your case study to provide a pleasant reading experience.

Use the Right Diction: Checklist of Questions to Ask Yourself

What is your tone of voice, and is it appropriate for a case study?

Can you avoid technical terms? If you need to include them in your case study, can you explain them?

Have you learnt how to write in plain English?

Which parts of your case study can you convert into bulleted or numbered lists ?

Remember to triple -check your case study for spelling and grammatical errors (tip: read it aloud)!

5. Melody: Rouse the Emotions of Your Reader

Actors often perform musical choruses in a Greek play. These choruses—or the melody—reflect the average person’s emotional response to the characters’ actions.

In your UX case studies, melody relates to how you stir up the emotions of the reader . Your case study is not a factual report, but a story to get a recruiter interested enough to meet you.

Don’t be afraid to let your emotions shine through in your UX case studies. Show your passion. Melody can reinforce your case studies’ theme—your project goals and obstacles should be charged with emotion , just like in real life. Remember to keep it appropriate and professional, though. There’s a fine line between maximizing the dramatic potential in your story and blustering like someone who sounds too over the top to work with.

Spend a little time to make sure your case studies tell your emotional journey, too.

Sing the Right Melody: Checklist of Questions to Ask Yourself

How do you show not only your technical expertise but also your passion in design?

Can you insert a hook to your UX case studies to draw the reader in?

Remember to show your emotional journey throughout your projects, too.

6. Décor: The Look and Feel of Your UX Case Studies

In plays, décor refers to stage design. In your UX case studies, it refers to the visual design.

Your portfolio is a designed product, so it should look and feel good. Use images of your works in progress to tell your story. Make sure your portfolio has readable text. Your portfolio should be usable , effective and pleasant.

Your recruiters expect your portfolio to look polished and professional.

Apply the Right Décor: Checklist of Questions to Ask Yourself

Did you remember to take lots of photos and screenshots of your works in progress, so you can use them in your UX case studies? If not, perhaps you can easily reconstruct some of the processes. In future, remember to take photos and screenshots of your work processes.

Do your projects contain sensitive information? If so, you should get clearance to use them in your UX case studies. You can also show only non-sensitive parts of your project.

How can you make your UX case studies and portfolio look consistent with your own visual style?

7. Spectacle: The Wow Factor

To Aristotle, the spectacle of a drama was least important. A story’s talking point, wow factor or plot twist will let audiences remember it, but it alone will not make a good play.

Incorporate spectacle into your UX case studies if possible, but never do this at the expense of the six other elements of your story. You can create a spectacle through an unexpected user insight, a massively successful outcome or a thoughtful lesson learnt.

It’s great if you can wow your recruiter, but don’t try to do it at the expense of your overall story.

Create the Right Spectacle: Checklist of Questions to Ask Yourself

Does your project contain any unexpected “plot twists” that forced you to change direction? You could use this to create a sense of spectacle.

Did you achieve an impressive result? If you won an award, achieved commercial success or generated great reviews, highlight it in your case study.

Did your project end in a relative failure or lukewarm response? If so, turn it into a learning point. Earnest reflection can be a spectacle, too.

Do your elements of spectacle interfere with your story? For instance, will you withhold key information just to deliver a “plot twist”? If so, remove the spectacle to deliver your story well.

Plan Your Case Study Well to Maximize its Impact

Now it’s your turn to answer the questions we’ve posted for each element. Failing to plan is planning to fail! Spend time to plan your UX case studies to save time (and career opportunities!) in the future. And remember, please make sure your UX case study is short and sweet, since recruiters will usually spend no more than 5 minutes reading it.

To help you, we’ve created a template you can download, which contains the 7 elements of a case study as well as the key questions you should answer.

The Take Away

Your UX case studies need to tell stories that are targeted and that send the right message. To achieve this, make sure you cover all 7 of Aristotle’s elements of storytelling.

Each of your UX case studies should contain (in order of importance):

A compelling plot that is consistent throughout all UX case studies;

A good, appropriate and consistent main character (i.e., you), as well as supporting characters;

A theme which sets the context of your project and propels you forward;

Pleasant, friendly and professional diction ;

An emotional and/or passionate melody ;

Effective and attractive décor such as images; and

A spectacle that makes your story memorable.

References and Where to Learn More

Jerry Cao from UXPin shares the most common mistakes in UX design portfolios here .

Aristotle’s 7 elements of storytelling came from his treatise Poetics , which you can read in full.

If you struggle to decide whether to be a generalist or specialist designer, our article can help you.

Hero image: Teo Yu Siang and the Interaction Design Foundation, CC BY-NC-SA 3.0.

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The Hero’s Journey | Using Elements of Storytelling for Better Case Studies

• Content Marketing

Derek Blaszak

Director of Digital Marketing

Storytelling – it’s one of those things that separates us from the animals. Sure, honeybees do dances that tell their buddies where to find flowers, and dolphins seem to have complex ways of communicating, but no creature can craft a story like the homo sapiens.

We tell stories that make us laugh, cry, or feel scared, that inspire and teach us lessons. In marketing, we often use storytelling as a form of proof and persuasion.

One of the most effective uses of stories in a content marketing strategy is the case study.  That’s because case studies are literally true stories about what your organization does and how it serves your customers and clients.

Case studies are an excellent way to show how your company brings value using a real-life example often backed by statistics. Plus, they have a definitive beginning, middle, and end, including a problem solved by your product or service.

If your case studies are falling flat, or if you’re struggling to get your customers to agree to participate and give testimonials, it might be because you’re telling the wrong story.

There is a way, however, to structure your case studies with storytelling elements that make them more compelling and help them resonate with your target audience.

To help us out, let’s get some storytelling advice from two very different people: a renowned literature professor and the creator of offbeat television shows with cult followings.

The Hero’s Journey | A Blueprint for Powerful Storytelling

Joseph Campbell is responsible for developing the concept of the monomyth, which he explains in detail in his book, The Hero with a Thousand Faces. While studying mythology during the 1940s, Campbell observed that there were striking parallels between stories told across time and cultures.

In fact, Campbell believes the majority of the most-beloved stories ever told follow a similar pattern in which a hero is called to adventure, goes on a journey into a strange new world, faces a series of challenges, and eventually returns home changed.

This pattern became known as “The Hero’s Journey,” and not only will you find it in stories from the Bible, Greek mythology, and Native American lore, it’s also the structure used for many of our favorite films . It’s the basis for nearly every super hero story, sci-fi epic, and Disney movie.

The Ted-Ed video below explains Campbell’s idea of the monomyth and how it applies to some recent and familiar stories.

If you’re writing a novel or a screenplay, following Campbell’s original 17-step formula for a heroic journey works well. If you’re writing a short case study, however, you’ve got to distill your story down to its core, especially if you want it to fit on a one-page PDF.

Not to mention, unless you’ve got a killer imagination, it’s tough to make a B2B case study that ties into concepts like “Belly of the Whale,” “Apostasis,” and “Atonement with the Father.”

Thankfully, there are simplified versions of this template, including one that breaks it all down into eight storytelling elements. It comes from Dan Harmon , the creative mind behind irreverent comedy shows, including Community and The Adventures of Rick and Morty .

Harmon’s work tends to resonate with a certain type of audience, but his dedication to this story structure is impressive. He calls his version of the Hero’s Journey, “The Story Circle.” Here’s how it looks compared to Campbell’s more complex outline:

Dan Harmon’s Story Circle

Watch the video below to hear Harmon explain his streamlined approach to The Hero’s Journey in his own words, using an episode of Rick and Morty as an example.

Harmon’s Story Circle has a character with a need or problem who leaves the normal world behind, goes on a journey to search for the solution to that problem, finds it, pays a price, and returns changed.

You can probably already see how that approach would work for creating a case study that also has a strong story. Every case study has a problem that gets solved and brings positive change through some sort of process or journey to implement the solution.

But … there’s something that many case studies get wrong.

It happens at the very top of The Story Circle, and because of this crucial mistake, the rest of the story gets thrown off course, completely missing the mark.

The Problem with Most Case Studies

The first step in Harmon’s Story Circle is “You.” That’s the reveal of the main character.

When we read a book, watch a movie, or listen to any type of story, we identify with the protagonist. It doesn’t matter if the main character is the opposite gender, living 500 years ago, or a talking raccoon, we put ourselves in the main character’s shoes when we experience a story.

Think about the main character in your case studies. Who’s the hero we’re following? If your case studies make your company the hero, you are missing an opportunity to tell the right kind of story. In this case, “You” really shouldn’t be you.

Potential clients and customers will find it much easier to relate to your actual clients and customers, and that’s who the hero needs to be. A story that puts your company, or its products and services, at the center of a journey may still be interesting to read, but it won’t have the same impact as a story about your customers. Plus, telling impressive stories about yourself just sounds like bragging.

So, where does your company fit in the case study story? There are a lot of great places, and it may depend on the story being told, your industry, or the products and services featured in the case study.

For example, your company could be the one calling the hero to an adventure, encouraging them to challenge the status quo and take a risk on something new.

Your company could be offering what the hero is seeking on the journey, the thing that fulfills the need. Or, what you’re offering could be the treasure they acquire before they return “home” as the hero.

Heroes typically meet people and form partnerships during their journeys. In many case studies, it’s a good idea to position your organization as the trusted mentor or a sidekick who guides the hero and helps them out during the journey. Or, perhaps the solution you provide is the secret weapon a potential customer needs to take on a challenge.

The point is, even though potential customers may desperately need your help, they don’t want to see themselves as the damsel in distress in need of rescuing. They want to be the one who saves the day.

It’s called a “Buyer’s Journey” for a reason. There is a story behind every purchase decision, and it’s their story, not yours. Case studies can be a lot more than an explanation of key features of what you offer backed by data and a quick quotation from the customer.

They can be emotion-driven stories that cause prospects to say, “I want to buy from these guys, because they’ll help me get through this problem and be the hero.”

Your Call to Adventure – Start Telling Better Stories

Does your company need to take a new approach to marketing? Are you searching for solutions that help you reach prospects in this strange new world of digital marketing, social media, and content creation?

It’s time to set out on a journey to change the way you tell stories. At Element, we believe it’s essential to start with a strong understanding of your audience and build from there. That’s why research and persona development are key aspects of the content marketing strategies we develop for our clients.

Every organization has stories to tell. A lot of ad agencies boast about helping you tell your story. But, that’s not the only story you should be telling, and it may not be the most important one either. You need a marketing partner that can craft the right stories for the right people at the right time. You need people who can write like experts for your industry . You need secret weapons in your holster and trustworthy sidekicks by your side on your quest to grow your business.

Element has a team with the talent and skills to make your marketing efforts shine. Whether you need help supporting your sales staff and acquiring leads, recruiting new employees , or creating a unique company culture, we lay out a customized marketing strategy and find the best places to complement your hard work.

If you’re up for an adventure, we’re down to talk about where Element fits. Contact our agency today and let’s start the journey.

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Customer Case Studies: Bringing the Power of Storytelling

Customer Case Studies: Bringing the Power of Storytelling

From Greek mythology to modern day science fiction and fantasy, the art of storytelling has enthralled all audiences. What do these compelling and memorable stories have that most B2B technology customer case studies don’t? Relatable and inspiring heroes, attention grabbing plots, and satisfying resolutions. The secret? Your customer case studies may have the basics, but they may need a better storyteller to help bring out the magic.

Aventi Group has developed a customer case study tool to help your storyteller take your case studies to a new level of effectiveness. Our tool is a rigorous and probing set of questions that case writers can use in customer interviews to extract the critical information necessary for a powerful story. Given that these interviews are only around thirty to forty-five minutes long, every question must count in helping the writer bring out the full three-act play format. You’ll remember the three-act play format from your high school literature class. Let’s go through these three acts and how the Aventi interview tool can help you craft a customer case study that tells a memorable story.

Download the Customer Case Study Questi ons Tool

Act One – Setting the stage and introducing the hero

Act one of your case study will begin like any good story, with the set up. We break up this act into two parts. The first part creates the setting and sets the context for the story. From a business perspective, the questions in the Aventi tool will dive into the industry involved or the current situation of the company in question. This section is comprised of six total questions to pull the best information needed for each case study. 

For example, the first question on this list states, “Describe the industry sector you’re in.” This question provides the setting for your case study story. Knowing where your story takes place helps an audience picture what is happening and better relate it to their own industry. 

Diving deeper into setting, another question on this list asks, “What is the current situation of the company’s overall health?” Beyond the physical location and industry, this line of questioning helps develop a clearer view of the context surrounding our setting and story.  

Now we know where it takes place and have some context around our story. Next, the questions move into understanding the underlying motivations and overall mission of the company involved. “What are the three most important things your company does for its customers?” This establishes the character and purpose of the context for the audience. 

Section two in act one focuses on the main character of our story: the Hero. The hero in a typical case study would be presented as the position of the subject or their name. In the Aventi Group storytelling strategy, they are much more than that. The six questions in this section further develop and bring light to the deeper persona of the hero and create a vivid image of their position within their company, their responsibilities on the job, their struggles and challenges faced each day, and how they grow and develop themselves.  

Questions for this section begin by getting to know our hero on a deeper level. Questions like, “Describe your professional experience?” establish who the hero is and what they have accomplished while further questions like, “What is your role and important responsibilities?” show an audience how our hero is using that past experience in the present situation. 

After creating an image of our hero’s life in their company, questions move deeper to unravel what they do to learn or grow themselves for the roles they hold. Questions such as, “Whose advice do you tend to listen to the most?” show the reader what is influencing our hero. 

See an example of a case study Aventi Group developed with their own client, Malwarebytes : Malwarebytes Case Study

Act Two – The hero’s conflict

Now that the audience is invested in their hero, the best part of any story is watching the hero slay the beast. Act two will establish the conflict or challenge facing the hero of the case study. The six questions here aim to understand what obstacles in the workplace were creating a problem for our hero, what triggers or specific issues caused them to embark on a search for solutions, and how they justified making changes or purchases to solve their issue.  

Step one, identify the beast our hero will conquer. Questions for this section begin with statements like, “What is the business situation you were facing that led you to consider a technology purchase?” and “What specific task or function were you finding to be an increasingly bigger concern or issue for you personally?” This line of questions outline the villain of the story. 

Once we know our enemy, questions move into determining what finally sparked our hero into action and why they decided that moment to make a move. Questions like, “What specific trigger(s) initiated the search for options and eventually a technology purchase cycle?” and “Why not continue with the status quo? What would be the consequences if you could not solve these problems?” show our audience what was the final straw for our hero to take action and help the reader compare their own situation to the issue our hero is facing.  

Take a look at another sample case study Aventi Group developed with ServiceNow : ServiceNow Case Study

Act Three – The hero’s victory

Act three is the moment we have all been waiting for. Our hero finds their solution and attains a resolution to their journey. The first section of act three, the solution , helps paint the picture of a battle won. These seven questions illustrate how the hero decided on a solution, what factors led them to choose that particular option, and ultimately, why they selected the technology vendor.

This section begins by outlining the weapon (vendor solution) chosen by our hero and how they found it. “What factors did you consider in making this decision?” “How did you first learn about our solution” Questions like these help an audience understand how a solution was found and how they can potentially go about finding one of their own. 

From here, we identify which sword our hero chose and if they have used that sword in action. “What products/services did you buy from us? Which have you fully deployed?” These questions will show the audience what kind of solution worked for a specific issue. 

Section two of our last act, the resolution , gives the clear image of how different the hero’s situation is before and after taking the journey towards problem solving. These six questions dive into life after deploying the solution found. How is the solution helping? What difference has it made to the hero and their organization?

For our final section, questions aim to relay the results of our hero’s efforts and show how the solution made an impact. “How did you measure success?” “What are some of the business impacts of deploying our solution?” Here we illustrate the tangible positive result for our hero after choosing a solution from our company. 

Finally, we move to one of the most important questions for our audience. They have seen the setting, met the hero, watched the battle, and cheered when the beast was slain, but they want to know how they can embark on a journey of their own. Asking the hero, “What advice would you give an industry colleague about this whole experience?” gives the audience the firsthand advice they’re looking for before they can move to solving a problem of their own. Once these questions are answered, the hero can take a bow. 

The Art of Storytelling for a Compelling Customer Case Study

Instead of two-dimensional, flat case study, give your prospective customers a three-dimensional experience where they can relate on a deeper level to the obstacles facing people just like them and understand the satisfaction that can be found in obtaining a solution from you. Through the art of storytelling and appealing to human emotions, the Customer Case Study Question Tool can take your case studies from unimpactful to inspiring.    

Download the Customer Case Study Questions Tool

If you have questions, or would like assistance with your customer case studies, contact Aventi Group .

Sridhar Ramanathan

Sridhar Ramanathan has 20+ years of experience in technology companies – from startups to blue chip firms. As the Marketing executive for Hewlett-Packard’s Managed Services business, he was responsible for marketing worldwide and managing the portfolio of HP services’ $1.1B unit. He also held profit & loss responsibility for electronic messaging outsourcing and e-service business units. Thanks to Sridhar’s efforts, HP became the #1 ERP Outsourcer and experienced growth in the data warehouse market, now well over a $1B revenue stream. Sridhar has played interim executive roles for a number of technology firms, leading their sales and marketing functions in the high growth phase. Sridhar holds an MBA from the Wharton School of Business and a BS in Engineering Physics from U.C. Berkeley. He is active in non-profit work as Vice Chairman Emeritus of the Board of Child Advocates of Silicon Valley, an organization that provides stability and hope to abused and neglected children.

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Blog Business How to Present a Case Study like a Pro (With Examples)

How to Present a Case Study like a Pro (With Examples)

Written by: Danesh Ramuthi Sep 07, 2023

Okay, let’s get real: case studies can be kinda snooze-worthy. But guess what? They don’t have to be!

In this article, I will cover every element that transforms a mere report into a compelling case study, from selecting the right metrics to using persuasive narrative techniques.

And if you’re feeling a little lost, don’t worry! There are cool tools like Venngage’s Case Study Creator to help you whip up something awesome, even if you’re short on time. Plus, the pre-designed case study templates are like instant polish because let’s be honest, everyone loves a shortcut.

Click to jump ahead: 

What is a case study presentation?

What is the purpose of presenting a case study, how to structure a case study presentation, how long should a case study presentation be, 5 case study presentation examples with templates, 6 tips for delivering an effective case study presentation, 5 common mistakes to avoid in a case study presentation, how to present a case study faqs.

A case study presentation involves a comprehensive examination of a specific subject, which could range from an individual, group, location, event, organization or phenomenon.

They’re like puzzles you get to solve with the audience, all while making you think outside the box.

Unlike a basic report or whitepaper, the purpose of a case study presentation is to stimulate critical thinking among the viewers. 

The primary objective of a case study is to provide an extensive and profound comprehension of the chosen topic. You don’t just throw numbers at your audience. You use examples and real-life cases to make you think and see things from different angles.

The primary purpose of presenting a case study is to offer a comprehensive, evidence-based argument that informs, persuades and engages your audience.

Here’s the juicy part: presenting that case study can be your secret weapon. Whether you’re pitching a groundbreaking idea to a room full of suits or trying to impress your professor with your A-game, a well-crafted case study can be the magic dust that sprinkles brilliance over your words.

Think of it like digging into a puzzle you can’t quite crack . A case study lets you explore every piece, turn it over and see how it fits together. This close-up look helps you understand the whole picture, not just a blurry snapshot.

It’s also your chance to showcase how you analyze things, step by step, until you reach a conclusion. It’s all about being open and honest about how you got there.

Besides, presenting a case study gives you an opportunity to connect data and real-world scenarios in a compelling narrative. It helps to make your argument more relatable and accessible, increasing its impact on your audience.

One of the contexts where case studies can be very helpful is during the job interview. In some job interviews, you as candidates may be asked to present a case study as part of the selection process.

Having a case study presentation prepared allows the candidate to demonstrate their ability to understand complex issues, formulate strategies and communicate their ideas effectively.

The way you present a case study can make all the difference in how it’s received. A well-structured presentation not only holds the attention of your audience but also ensures that your key points are communicated clearly and effectively.

In this section, let’s go through the key steps that’ll help you structure your case study presentation for maximum impact.

Let’s get into it. 

Open with an introductory overview 

Start by introducing the subject of your case study and its relevance. Explain why this case study is important and who would benefit from the insights gained. This is your opportunity to grab your audience’s attention.

Explain the problem in question

Dive into the problem or challenge that the case study focuses on. Provide enough background information for the audience to understand the issue. If possible, quantify the problem using data or metrics to show the magnitude or severity.

Detail the solutions to solve the problem

After outlining the problem, describe the steps taken to find a solution. This could include the methodology, any experiments or tests performed and the options that were considered. Make sure to elaborate on why the final solution was chosen over the others.

Key stakeholders Involved

Talk about the individuals, groups or organizations that were directly impacted by or involved in the problem and its solution. 

Stakeholders may experience a range of outcomes—some may benefit, while others could face setbacks.

For example, in a business transformation case study, employees could face job relocations or changes in work culture, while shareholders might be looking at potential gains or losses.

Discuss the key results & outcomes

Discuss the results of implementing the solution. Use data and metrics to back up your statements. Did the solution meet its objectives? What impact did it have on the stakeholders? Be honest about any setbacks or areas for improvement as well.

Include visuals to support your analysis

Visual aids can be incredibly effective in helping your audience grasp complex issues. Utilize charts, graphs, images or video clips to supplement your points. Make sure to explain each visual and how it contributes to your overall argument.

Pie charts illustrate the proportion of different components within a whole, useful for visualizing market share, budget allocation or user demographics.

This is particularly useful especially if you’re displaying survey results in your case study presentation.

Stacked charts on the other hand are perfect for visualizing composition and trends. This is great for analyzing things like customer demographics, product breakdowns or budget allocation in your case study.

Consider this example of a stacked bar chart template. It provides a straightforward summary of the top-selling cake flavors across various locations, offering a quick and comprehensive view of the data.

Not the chart you’re looking for? Browse Venngage’s gallery of chart templates to find the perfect one that’ll captivate your audience and level up your data storytelling.

Recommendations and next steps

Wrap up by providing recommendations based on the case study findings. Outline the next steps that stakeholders should take to either expand on the success of the project or address any remaining challenges.

Acknowledgments and references

Thank the people who contributed to the case study and helped in the problem-solving process. Cite any external resources, reports or data sets that contributed to your analysis.

Feedback & Q&A session

Open the floor for questions and feedback from your audience. This allows for further discussion and can provide additional insights that may not have been considered previously.

Closing remarks

Conclude the presentation by summarizing the key points and emphasizing the takeaways. Thank your audience for their time and participation and express your willingness to engage in further discussions or collaborations on the subject.

Well, the length of a case study presentation can vary depending on the complexity of the topic and the needs of your audience. However, a typical business or academic presentation often lasts between 15 to 30 minutes. 

This time frame usually allows for a thorough explanation of the case while maintaining audience engagement. However, always consider leaving a few minutes at the end for a Q&A session to address any questions or clarify points made during the presentation.

When it comes to presenting a compelling case study, having a well-structured template can be a game-changer. 

It helps you organize your thoughts, data and findings in a coherent and visually pleasing manner. 

Not all case studies are created equal and different scenarios require distinct approaches for maximum impact. 

To save you time and effort, I have curated a list of 5 versatile case study presentation templates, each designed for specific needs and audiences. 

Here are some best case study presentation examples that showcase effective strategies for engaging your audience and conveying complex information clearly.

1 . Lab report case study template

Ever feel like your research gets lost in a world of endless numbers and jargon? Lab case studies are your way out!

Think of it as building a bridge between your cool experiment and everyone else. It’s more than just reporting results – it’s explaining the “why” and “how” in a way that grabs attention and makes sense.

This lap report template acts as a blueprint for your report, guiding you through each essential section (introduction, methods, results, etc.) in a logical order.

Want to present your research like a pro? Browse our research presentation template gallery for creative inspiration!

2. Product case study template

It’s time you ditch those boring slideshows and bullet points because I’ve got a better way to win over clients: product case study templates.

Instead of just listing features and benefits, you get to create a clear and concise story that shows potential clients exactly what your product can do for them. It’s like painting a picture they can easily visualize, helping them understand the value your product brings to the table.

Grab the template below, fill in the details, and watch as your product’s impact comes to life!

3. Content marketing case study template

In digital marketing, showcasing your accomplishments is as vital as achieving them. 

A well-crafted case study not only acts as a testament to your successes but can also serve as an instructional tool for others. 

With this coral content marketing case study template—a perfect blend of vibrant design and structured documentation, you can narrate your marketing triumphs effectively.

4. Case study psychology template

Understanding how people tick is one of psychology’s biggest quests and case studies are like magnifying glasses for the mind. They offer in-depth looks at real-life behaviors, emotions and thought processes, revealing fascinating insights into what makes us human.

Writing a top-notch case study, though, can be a challenge. It requires careful organization, clear presentation and meticulous attention to detail. That’s where a good case study psychology template comes in handy.

Think of it as a helpful guide, taking care of formatting and structure while you focus on the juicy content. No more wrestling with layouts or margins – just pour your research magic into crafting a compelling narrative.

5. Lead generation case study template

Lead generation can be a real head-scratcher. But here’s a little help: a lead generation case study.

Think of it like a friendly handshake and a confident resume all rolled into one. It’s your chance to showcase your expertise, share real-world successes and offer valuable insights. Potential clients get to see your track record, understand your approach and decide if you’re the right fit.

No need to start from scratch, though. This lead generation case study template guides you step-by-step through crafting a clear, compelling narrative that highlights your wins and offers actionable tips for others. Fill in the gaps with your specific data and strategies, and voilà! You’ve got a powerful tool to attract new customers.

Related: 15+ Professional Case Study Examples [Design Tips + Templates]

So, you’ve spent hours crafting the perfect case study and are now tasked with presenting it. Crafting the case study is only half the battle; delivering it effectively is equally important. 

Whether you’re facing a room of executives, academics or potential clients, how you present your findings can make a significant difference in how your work is received. 

Forget boring reports and snooze-inducing presentations! Let’s make your case study sing. Here are some key pointers to turn information into an engaging and persuasive performance:

• Know your audience : Tailor your presentation to the knowledge level and interests of your audience. Remember to use language and examples that resonate with them.
• Rehearse : Rehearsing your case study presentation is the key to a smooth delivery and for ensuring that you stay within the allotted time. Practice helps you fine-tune your pacing, hone your speaking skills with good word pronunciations and become comfortable with the material, leading to a more confident, conversational and effective presentation.
• Start strong : Open with a compelling introduction that grabs your audience’s attention. You might want to use an interesting statistic, a provocative question or a brief story that sets the stage for your case study.
• Be clear and concise : Avoid jargon and overly complex sentences. Get to the point quickly and stay focused on your objectives.
• Use visual aids : Incorporate slides with graphics, charts or videos to supplement your verbal presentation. Make sure they are easy to read and understand.
• Tell a story : Use storytelling techniques to make the case study more engaging. A well-told narrative can help you make complex data more relatable and easier to digest.

Ditching the dry reports and slide decks? Venngage’s case study templates let you wow customers with your solutions and gain insights to improve your business plan. Pre-built templates, visual magic and customer captivation – all just a click away. Go tell your story and watch them say “wow!”

Nailed your case study, but want to make your presentation even stronger? Avoid these common mistakes to ensure your audience gets the most out of it:

Overloading with information

A case study is not an encyclopedia. Overloading your presentation with excessive data, text or jargon can make it cumbersome and difficult for the audience to digest the key points. Stick to what’s essential and impactful. Need help making your data clear and impactful? Our data presentation templates can help! Find clear and engaging visuals to showcase your findings.

Lack of structure

Jumping haphazardly between points or topics can confuse your audience. A well-structured presentation, with a logical flow from introduction to conclusion, is crucial for effective communication.

Ignoring the audience

Different audiences have different needs and levels of understanding. Failing to adapt your presentation to your audience can result in a disconnect and a less impactful presentation.

Poor visual elements

While content is king, poor design or lack of visual elements can make your case study dull or hard to follow. Make sure you use high-quality images, graphs and other visual aids to support your narrative.

Not focusing on results

A case study aims to showcase a problem and its solution, but what most people care about are the results. Failing to highlight or adequately explain the outcomes can make your presentation fall flat.

How to start a case study presentation?

Starting a case study presentation effectively involves a few key steps:

• Grab attention : Open with a hook—an intriguing statistic, a provocative question or a compelling visual—to engage your audience from the get-go.
• Set the stage : Briefly introduce the subject, context and relevance of the case study to give your audience an idea of what to expect.
• Outline objectives : Clearly state what the case study aims to achieve. Are you solving a problem, proving a point or showcasing a success?
• Agenda : Give a quick outline of the key sections or topics you’ll cover to help the audience follow along.
• Set expectations : Let your audience know what you want them to take away from the presentation, whether it’s knowledge, inspiration or a call to action.

How to present a case study on PowerPoint and on Google Slides?

Presenting a case study on PowerPoint and Google Slides involves a structured approach for clarity and impact using presentation slides :

• Title slide : Start with a title slide that includes the name of the case study, your name and any relevant institutional affiliations.
• Introduction : Follow with a slide that outlines the problem or situation your case study addresses. Include a hook to engage the audience.
• Objectives : Clearly state the goals of the case study in a dedicated slide.
• Findings : Use charts, graphs and bullet points to present your findings succinctly.
• Analysis : Discuss what the findings mean, drawing on supporting data or secondary research as necessary.
• Conclusion : Summarize key takeaways and results.
• Q&A : End with a slide inviting questions from the audience.

What’s the role of analysis in a case study presentation?

The role of analysis in a case study presentation is to interpret the data and findings, providing context and meaning to them. 

It helps your audience understand the implications of the case study, connects the dots between the problem and the solution and may offer recommendations for future action.

Is it important to include real data and results in the presentation?

Yes, including real data and results in a case study presentation is crucial to show experience,  credibility and impact. Authentic data lends weight to your findings and conclusions, enabling the audience to trust your analysis and take your recommendations more seriously

How do I conclude a case study presentation effectively?

To conclude a case study presentation effectively, summarize the key findings, insights and recommendations in a clear and concise manner. 

End with a strong call-to-action or a thought-provoking question to leave a lasting impression on your audience.

What’s the best way to showcase data in a case study presentation ?

The best way to showcase data in a case study presentation is through visual aids like charts, graphs and infographics which make complex information easily digestible, engaging and creative. 

Don’t just report results, visualize them! This template for example lets you transform your social media case study into a captivating infographic that sparks conversation.

Choose the type of visual that best represents the data you’re showing; for example, use bar charts for comparisons or pie charts for parts of a whole. 

Ensure that the visuals are high-quality and clearly labeled, so the audience can quickly grasp the key points. 

Keep the design consistent and simple, avoiding clutter or overly complex visuals that could distract from the message.

Choose a template that perfectly suits your case study where you can utilize different visual aids for maximum impact. 

Need more inspiration on how to turn numbers into impact with the help of infographics? Our ready-to-use infographic templates take the guesswork out of creating visual impact for your case studies with just a few clicks.

Related: 10+ Case Study Infographic Templates That Convert

Congrats on mastering the art of compelling case study presentations! This guide has equipped you with all the essentials, from structure and nuances to avoiding common pitfalls. You’re ready to impress any audience, whether in the boardroom, the classroom or beyond.

And remember, you’re not alone in this journey. Venngage’s Case Study Creator is your trusty companion, ready to elevate your presentations from ordinary to extraordinary. So, let your confidence shine, leverage your newly acquired skills and prepare to deliver presentations that truly resonate.

Go forth and make a lasting impact!

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Design, UI, UX , Inspiration

15 excellent ux case studies every creative should read.

• By Sandra Boicheva
• October 21st, 2021

In a previous article, we talked about UX portfolios and how they carefully craft a story of how designers work. Interestingly enough, recruiters decide if a UX freelance designer or an agency is a good match within 5 minutes into the portfolio . In order to persuade these recruiters, the portfolio needs to present an appealing story that showcases the skill, the thought process, and the choices taken for key parts of the designs. With this in mind, today we’ll talk about UX case studies and give 15 excellent examples of case studies with compelling stories.

The Storytelling Approach in UX Case Studies

An essential part of the portfolio of a UX designer is the case studies that pack a showcase of the designer’s skills, way of thinking, insights in the form of compelling stories. These case studies are often the selling point as recruiters look for freelancers and agencies who can communicate their ideas through design and explain themselves in a clear and appealing way. So how does this work?

Photography by Alvaro Reyes

Just like with every other story, UX case studies also start with an introduction, have a middle, and end with a conclusion .

• Introduction: This UX case study example starts with a design brief and presents the main challenges and requirements. In short, the UX designer presents the problem, their solution, and their role.
• Middle: The actual story of the case study example explains the design process and the techniques used. This usually starts with obstacles, design thinking, research, and unexpected challenges. All these elements lead to the best part of the story: the action part. It is where the story unveils the designer’s insights, ideas, choices, testing, and decisions.
• Conclusion: The final reveal shows the results and gives space for reflection where the designer explains what they’ve learned, and what they’ve achieved.

Now as we gave you the introduction, let’s get to the main storyline and enjoy 15 UX case studies that tell a compelling story.

1. Car Dealer Website for Mercedes-Benz Ukraine by Fulcrum

This case study is a pure pleasure to read. It’s well-structured, easy to read, and still features all the relevant information one needs to understand the project. As the previous client’s website was based on the official Mercedes Benz template, Fulcrum had to develop an appealing and functional website that would require less time to maintain, be more user-friendly, and increase user trust.

• Intro: Starts with a summary of the task.
• Problem: Lists the reasons why the website needs a redesign.
• Project Goals: Lists the 4 main goals with quick summaries.
• Project: Showcases different elements of the website with desktop and mobile comparison.
• Functionality: Explains how the website functionality helps clients to find, and order spare parts within minutes.
• Admin Panel: Lists how the new admin panel helps the client customize without external help.
• Elements: Grid, fonts, colors.
• Tech Stack: Shows the tools used for the backend, mobile, admin panel, and cloud.
• Client review: The case study ends with a 5-star review by the marketing director of Mercedes Benz Ukraine, Olga Belova.

This case study is an example of a detailed but easy to scan and read story from top to bottom, featuring all relevant information and ending on the highest note: the client’s review.

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2. Galaxy Z Flips 5G Website by DFY

This is a big project that covers every aspect of the website, including the UX strategy. The creative studio aimed to fully illustrate and demonstrate the significant upgrades over previous models and to enable two-way communication with the customers through an interactive experience.

• Intro: Summary of the project and roles.
• Interactive Experience: The main project goal.
• Demonstration: Explains the decision to feature 360-degree views and hands-on videos instead of technical terms.
• Screens: Includes high-quality screenshots of significant pages and features.
• Ecosystem: Highlight a page with easy navigation across different products as a marketing decision that makes cross-selling seamless.
• Essentials: Showcases a slider of all products with key features that provide ample information.
• Showroom: Interactive experience that helps the user “play around” with the product.
• Credits: As a conclusion, DFY features the stakeholders involved.

A strong presentation of a very ambitious project. It keeps the case study visual while still providing enough insight into the thought process and the most important decisions.

3. Jambb Social Platform by Finna Wang

Here we have a beautiful case study for a platform that aims to help creators grow their communities by recognizing and rewarding their base of supporters. It tackles a curious problem that 99% of fans who contribute in non-monetary ways don’t get the same content, access, and recognition they deserve. This means the creators need a way to identify their fans across all social platforms to grow their business and give recognition. To get a clear picture of what the design has to accomplish, Finna Wang conducted stakeholder interviews with the majority of the client’s team.

• Intro: Listing roles, dates, team, and used tools.
• Project Overview: The main concept and the reasons behind it.
• Exploration: What problem will the platform solve, preliminary research, and conclusions from the research.  The section includes the project scope and problem statement.
• Design Process: A thorough explanation of the discoveries and the exact steps.
• User Flows:  3 user flows based on common tasks that the target user/fan would do on the site.
• Design Studio: Visualization process with wireframes, sitemap, prototypes.
• Design Iterations: The designer highlights the iterations they were primary behind.
• Style Guide: Typography, colors, visual elements breakdown.
• Usability Testing: Beta site vs Figma prototype; usertesting.com, revised problem statement.
• Prototype: Features an accessible high fidelity prototype in Figma you can view.
• Takeaways: Conclusions.

An extremely detailed professionally made and well-structured UX case study. It goes a step further by listing specific conclusions from the conducted research and featuring an accessible Figma prototype.

4. Memento Media by Masha Keyhani

This case study is dedicated to a very interesting project for saving family stories. It aims to help users capture and record memories from their past. To do so, the design team performed user research and competitive analysis. The entire project took a 6-week sprint.

• Overview: Introducing the client and the purpose of the app.
• My Role: Explaining the roles of the designer and their team.
• Design Process: A brief introduction of the design process and the design toolkit
• Home: The purpose of the Homepage and the thought process behind it.
• Question Selection: The decision behind this screen.
• Recording Process: Building the recording feature and the decisions behind it.
• User research: a thorough guide with the main focuses, strategies, and competitor analysts, including interviews.
• Research Objectives: The designer gives the intent of their research, the demographics, synthesis, and usability testing insights.
• Propositions: Challenges and solutions
• User Flow: Altering the user flow based on testing and feedback.
• Wireframes: Sketches, Lo-Fi wireframing.
• Design System: Typography, colors, iconography, design elements.
• The Prototype: It shows a preview of the final screens.

This UX study case is very valuable for the insights it presents. The design features a detailed explanation of the thinking process, the research phase, analysts, and testing which could help other creatives take some good advice from it for their future research.

5. Perfect Recipes App by Tubik

Here we have a UX case study for designing a simple mobile app for cooking, recipes, and food shopping. It aims to step away from traditional recipe apps by creating something more universal for users who love cooking with extended functionality. The best idea behind it is finding recipes based on what supplies the user currently has at home.

• Intro: Introducing the concept and the team behind it.
•  Project: What they wanted to make and what features would make the app different than the competitors.
• UI design: The decisions behind the design.
• Personalization: Explaining how the app gives the user room for personalization and customizing the features according to their personal preferences.
• Recipe Cards and Engaging Photos: The decisions behind the visuals.
• Cook Now feature: Explaining the feature.
• Shopping List: Explaining the feature.
• Pantry feature:  The idea to sync up the app with AmazonGo services. This case study section features a video.
• Bottom Line: What the team learned.

This UX case study is a good example of how to present your concept if you have your own idea for an app. You could also check the interactive preview of the app here .

6. SAM App by Mike Wilson

The client is the Seattle Art Museum while the challenge is to provide engaging multimedia content for users as well as self-guided tours. Mile Wilson has to create an experience that will encourage repeat visits and increase events and exhibition attendance.

• Intro: Listing time for the project, team members, and roles.
• The Client: A brief introduction of Seattle Art Museum
• The Challenge: What the app needs to accomplish.
• Research and Planning: Explaining the process for gathering insights, distributing surveys, interviews, and identifying specific ways to streamline the museum experience.
• Sloane: Creating the primary persona. This includes age, bio, goals, skills, and frustrations.
• Designing the Solution: Here the case study features the results of their research, information architecture, user flows, early sketching, paper prototypes, and wireframes.
• Conclusion: Explaining the outcome, what the team would have done differently, what’s next, and the key takeaways.

What we can take as a valuable insight aside from the detailed research analysis, is the structure of the conclusion. Usually, most case studies give the outcome and preview screens. However, here we have a showcase of what the designer has learned from the project, what they would do differently, and how they can improve from the experience.

7. Elmenus Case Study

This is a case study by UX designers Marwa Kamaleldin, Mario Maged, Nehal Nehad, and Abanoub Yacoub for redesigning a platform with over 6K restaurants. It aims to help users on the territory of Egypt to find delivery and dine-out restaurants.

• Overview: What is the platform, why the platform is getting redesigned, what is the target audience. This section also includes the 6 steps of the team’s design process.
• User Journey Map: A scheme of user scenarios and expectations with all phases and actions.
• Heuristic Evaluation: Principles, issues, recommendations, and severity of the issues of the old design.
• First Usability Testing: Goals, audience, and tasks with new user scenarios and actions based on the heuristic evaluation. It features a smaller section that lists the most severe issues from usability for the old design.
• Business Strategy: A comprehensive scheme that links problems, objectives, customer segment, measurements of success, and KPIs.
• Solutions: Ideas to solve all 4 issues.
• Wireframes: 4 directions of wireframes.
• Styleguide: Colors, fonts, typeface, components, iconography, spacing method.
• Design: Screens of the different screens and interactions.
• Second Usability Testing: Updated personas, scenarios, and goals. The section also features before-and-after screenshots.
• Outcome: Did the team solve the problem or not.

A highly visual and perfectly structured plan and process for redesigning a website. The case study shows how the team discovers the issues with the old design and what decisions they made to fix these issues.

8. LinkedIn Recruiter Tool by Evelynma

A fresh weekend project exploring the recruiting space of LinkedIn to find a way to help make it easier for recruiters to connect with ideal candidates.

• Background Info: What made the designer do the project.
• Problem and Solution: A good analysis of the problem followed by the designer’s solution.
• Process: This section includes an analysis of interviewing 7 passive candidates, 1 active candidate, 3 recruiters, and 1 hiring manager. The designer also includes their journey map of the recruiting experience, a sketch of creating personas, and the final 3 personas.
• Storyboard and User Flow Diagrams: The winning scenario for Laura’s persona and user flow diagram.
• Sketches and Paper Prototypes: Sticky notes for paper prototypes for the mobile experience.
• Visual Design: Web and mobile final design following the original LinkedIn pattern.
• Outcome: Explaining the opportunity.

This is an excellent UX case study when it comes to personal UX design projects. creating a solution to a client’s problem aside, personal project concepts is definitely something future recruiters would love to see as it showcases the creativity of the designers even further.

9. Turbofan Engine Diagnostics by Havana Nguyen

The UX designer and their team had to redesign some legacy diagnostics software to modernize the software, facilitate data transfers from new hardware, and improve usability. They built the desktop and mobile app for iOS and Android.

• Problem: The case study explain the main problem and what the team had to do to solve it.
• My Role: As a lead UX designer on a complicated 18-month project, Havana Nguyen had a lot of work to do, summarized in a list of 5 main tasks.
• Unique Challenges: This section includes 4 main challenges that made the project so complex. ( Btw, there’s a photo of sketched wireframes literally written on the wall.)
• My Process: The section includes a description of the UX design process highlighted into 5 comprehensive points.
• Final Thoughts: What the designer has learned for 18 months.

The most impressive thing about this case study is that it manages to summarize and explain well an extremely complex project. There are no prototypes and app screens since it’s an exclusive app for the clients to use.

10. Databox by FireArt

A very interesting project for Firearts’s team to solve the real AL & ML challenges across a variety of different industries. The Databox project is about building scalable data pipeline infrastructure & deploy machine learning and artificial intelligence models.

• Overview: The introduction of the case study narrows down the project goal, the great challenge ahead, and the solution.
• How We Start: The necessary phases of the design process to get an understanding of a product.
• User Flow: The entire scheme from the entry point through a set of steps towards the final action of the product.
• Wireframes: A small selection of wireframe previews after testing different scenarios.
• Styleguide: Typography, colors, components.
• Visual Design: Screenshots in light and dark mode.

A short visual case study that summarizes the huge amount of work into a few sections.

11. Travel and Training by Nikitin Team

Here’s another short and sweet case study for an app with a complete and up-to-date directory of fitness organizations in detailed maps of world cities.

• Overview: Explaining the project.
• Map Screen : Outlining the search feature by categories.
• Profiles: Profile customization section.
• Fitness Clubs: Explaining the feature.
• Icons: A preview of the icons for the app.
• App in Action: A video of the user experience.

This case study has fewer sections, however, it’s very easy to read and comprehend.

12. Carna by Ozmo

Ozmo provides a highly visual case study for a mobile application and passing various complexities of courses. The main goal for the UX designer is to develop a design and recognizable visual corporate identity with elaborate illustrations.

• Intro: A visual project preview with a brief description of the goal and role.
• Identity: Colors, fonts, and logo.
• Wireframes: The thinking process.
• Interactions: Showcase of the main interactions with animated visuals.
• Conclusion: Preview of the final screens.

The case study is short and highly visual, easy to scan and comprehend. Even without enough insight and text copy, we can clearly understand the thought process behind and what the designer was working to accomplish.

13. An Approach to Digitization in Education by Moritz Oesterlau

This case study is for an online platform for challenge-based learning. The designer’s role was to create an entire product design from research to conception, visualization, and testing. It’s a very in-depth UX case study extremely valuable for creatives in terms of how to structure the works in their portfolio.

• Intro: Introducing the client, project time, sector, and the designer’s role.
• Competitive Analysis: the case study starts off with the process of creating competitive profiles. It explains the opportunities and challenges of e-learning that were taken into consideration.
• Interviews and Surveys: Listing the goals of these surveys as well as the valuable insights they found.
• Building Empathy: The process and defining the three target profiles and how will the project cater to their needs. This section includes a PDF of the user personas.
• Structure of the Course Curriculum: Again with the attached PDF files, you can see the schemes of the task model and customer experience map.
• Information Architecture: The defined and evaluated sitemap for TINIA
• Wireframing, Prototyping, and Usability Testing :  An exploration of the work process with paper and clickable prototypes.
• Visual Design: Styleguide preview and detailed PDF.
• A/B and Click Tests: Reviewing the usability assumptions.
• Conclusion: A detailed reflection about the importance of the project, what the designer learned, and what the outcome was.

This is a very important case study and there’s a lot to take from it. First, the project was too ambitious and the goal was too big and vague. Although the result is rather an approximation and, above all, at the conceptual level requires further work, the case study is incredibly insightful, informative, and insightful.

14. In-class Review Game by Elizabeth Lin

This project was never realized but the case study remains and it’s worth checking out. Elizabeth Lin takes on how to create an engaging in-class review game with a lot of research, brainstorming, and a well-structured detailed process.

• Intro: What makes the project special.
• Research: Explaining how they approached the research and what they’ve learned.
• Brainstorming: the process and narrowing all How Might We questions to one final question: How might we create an engaging in-class math review game.
• Game Loop and Storyboarding: Sketch of the core game loop and the general flow of the game.
• Prototyping: Outlining basic game mechanics and rounds in detail.
• Future Explorations: The case study goes further with explorations showing how the product could look if we expanded upon the idea even further.
• What Happened?:  The outcome of the project.

This case study tells the story of the project in detail and expands on it with great ideas for future development.

15. Virtual Makeup Studio by Zara Dei

And for our last example, this is a case study that tells the story of an app-free shippable makeover experience integrated with the Covergirl website. The team has to find a way to improve conversion by supporting customers in their purchase decisions as well as to increase basket size by encouraging them to buy complementary products.

• Intro: Introducing the project and the main challenges.
• Discovery and Research: Using existing product information on the website to improve the experience.
• Onboarding and Perceived Performance: Avoiding compatibility issues and the barrier of a user having to download an app. The section explains the ideas for features that will keep users engaged, such as a camera with face scan animation.
• Fallback Experience and Error States: Providing clear error messaging along with troubleshooting instructions.
• Interactions: explaining the main interactions and the decisions behind them.
• Shared Design Language: Explaining the decision to provide links on each product page so users could be directed to their preferred retailer to place their order. Including recommended products to provide users with alternatives.
• Outcome and Learning: The good ending.
• Project Information: Listing all stakeholders, the UX designer’s role in a bullet list, and design tools.

In Conclusion

These were the 15 UX case studies we wanted to share with you as they all tell their story differently. If we can take something valuable about what are the best practices for making an outstanding case study, it will be something like this.

Just like with literature, storytelling isn’t a blueprint: you can write short stories, long in-depth analyses, or create a visual novel to show your story rather than tell. The detailed in-depth UX case studies with lots of insights aren’t superior to the shorter visual ones or vice versa. What’s important is for a case study to give a comprehensive view of the process, challenges, decisions, and design thinking behind the completed project .

In conclusion, a UX case study should always include a summary; the challenges; the personas; roles and responsibilities; the process; as well as the outcomes, and lessons learned.

Video Recap

Take a look at the special video we’ve made to visualize and discuss the most interesting and creative ideas implemented in the case studies.

In the meantime, why not browse through some more related insights on web development and web design?

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Brand Story Case Study: Examples of Successful Storytelling

Table of Contents

Living in an ever-changing landscape of consumerism, brands rely on their stories to stay relevant and connect to their audience. But just telling a story isn’t enough—you have to demonstrate the credibility of your brand using evidence, data, and facts. That’s where a brand story case study comes into play.  In this blog post, we’ll explore the world of brand story case studies and how you can create one for your business. 

What Is Brand Storytelling?

At their core, brand stories are narratives that help explain the values and purpose behind a business . They can engage customers emotionally, generate trust and credibility, and tell your company’s story. These stories often comprise three key elements: setting/background information, plot (action/events), and characters. Brand narrative helps customers and prospects understand your firm, even if they’ve never interacted with you. It can help establish trust and build loyalty amongst current customers as well. Brand stories also provide an edge over competitors. By telling a consistent story, you can set yourself apart from the competition and create an identity unique to your business. 

What Is a Brand Story Case Study?

It is an in-depth look at how a company has used storytelling to achieve specific goals and objectives. It analyzes the success and failure of a brand story to learn how other organizations may employ storytelling. A well-constructed case study should include research, data, and interviews with individuals involved in the process.  By using case studies, businesses can:

• Learn from the successes of others
• Identify potential areas for improvement
• Create more compelling stories that can reach customers in a variety of ways. 

Case studies are also helpful when it comes to marketing and advertising campaigns. By examining the results of previous campaigns, you can better understand how to ensure your message reaches the right people. 

How Can You Create an Effective Brand Story Case Study?

Creating a compelling brand case study can be daunting, but it’s possible with the right approach. Here are some key steps to consider when making your own: 

Before you start writing, do your research to gain a better understanding of the history and context of your brand story. Try to be as comprehensive as possible, exploring primary and secondary sources.

Ask the Right Questions

Ensure you’re asking the right questions when gathering data for your case study. What was the story’s goal, and how did it achieve it? Were there any challenges that had to be overcome?

Analyze the Data

Use the data you’ve gathered to analyze and draw conclusions about the effectiveness of your brand story. 

Share Insights

Once you have your analysis, share key takeaways or insights that can help other businesses create compelling stories. 

Brand Story Case Study Examples to Consider

These examples showcase the power of a well-crafted brand story . Explore each case study to see how the brand used its uniqueness and brand voice to create memorable experiences.

HP (Classic Hollywood Style)

HP’s “The Wolf” film tries to pique viewers’ attention on the potentially dull topic of printer security. It’s a fun tale that also drives home HP’s printer security software’s importance. Even if you can’t afford to A-list actors for your videos like HP, you may still take cues from their innovative approach to storytelling.

Why Is This Such a Powerful Branding Example?

The film’s frightening antagonist illustrates the risks a firm faces if its printer security is poor. Cinematic magic makes the age-old tale of good vs. evil more captivating than a dull sales pitch.

Microsoft (Highlighting Its Best Employees)

Microsoft, one of the world’s largest companies, is also one of the strongest promoters of storytelling as a brand-building tool. The Microsoft Story Labs platform features work from researchers, artists, and game designers.

Why Is This a Fantastic Example of a Brand Story?

These detailed biographies show that Microsoft is made up of talented and creative people rather than just a faceless business. The brand, the staff, and the customers are more closely linked when the company shows appreciation for its staff.

IBM (Tackling Problems in a Humane Way)

The global technology giant has utilized narrative for decades to connect with customers more personally. The TV commercial showcases IBM’s efforts to enhance education in the United States. Although it’s been on the air for nearly two decades, the commercial is still a prime example of compelling brand storytelling.

Focusing on people’s problems and demonstrating how IBM can help them makes the audience feel like they’re part of something bigger.

Google (Focus on Local Companies)

The majority of B2B advertising professionals are already familiar with Google Ads. To demonstrate the platform’s potential, Google produced a video series titled “AdWords Stories,” featuring profiles of small businesses using it. Google shared the story of a small-town eatery that utilized Google Ads to grow into a $14 million mail-order empire across the country.

Heroes exist in every community. By uniting people to promote their product, Google makes them feel like they’re a part of something great.

Salesforce (Clients Should Share Their Success Stories)

The well-known sales technology provider is known for a particular style of storytelling: letting their clients do the talking for them. On their success stories page, you can see how Salesforce has helped other businesses grow through the eyes of their satisfied customers. Using this strategy for your own company is straightforward. Like this case study, you may ask your most satisfied consumers to describe their product experiences.

This teaches us that we should never discount the power of a success story. Ninety percent of customers say they purchased after reading excellent customer success stories.

Brand stories are essential for businesses looking to engage customers, build loyalty, and stand out from the competition . A brand story case study is a great way to ensure that all of the best that your business has to offer gets highlighted.  Following the steps outlined in this article, you can create a compelling case study and demonstrate the power of storytelling. 

Abir Ghenaiet

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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Visual Storytelling: A Case Study

Andrew Herkert

March 26th, 2020

Visual Storytelling

Telling a story visually can do remarkable things for your business and its messaging. It’s why TruScribe’s team of experts work so hard to hone their visual storytelling skills and incorporate them into each of our whiteboard videos.

So what makes visual storytelling so powerful for a brand?

Visual storytelling engages your brain, and you can take in more information, faster. Even beyond the science, the approach can be extremely useful. Let’s take a look at a successful use of visual storytelling as a case study, and examine why and how it works.  Let’s look at Swatch .

Though it was most popular in the 1980’s and 1990’s, the Swiss watch brand Swatch has been a stylish and successful player in the timepiece industry since 1983. Their watches are traditionally flat and round-faced, with bands coming in various materials and colors. 

What does their website want us to understand?

From the home page, we see that Swatch is telling us that it’s a cool product, and that it’s very organic. The photos skew heavily towards pictures of the people wearing the product, as opposed to the watch lying on a display shelf alone. These aren’t lifeless artifacts: they’re a part of their wearer, like their clothing and haircut.    

Now note the use of color—red, in particular, evoking the red and white Swatch logo. Besides red, color abounds, with watches and backgrounds in teal, brown, yellow, pink, and green.  Swatch is using these images to tell its website’s visitors that no matter their favorite color, Swatch has a watch for them—probably several, in fact.

Beyond the color and portraits, there’s a clear focus on using graphic boxes to direct visitors’ attention to Swatch’s many product lines and membership services. With each product portal containing images of a Swatch on a wrist, smiling Swatch owners, or standout Swatch designs.  

What messages do the visuals send?

There are two messages sent by these product portal images. First, no matter who you are, there’s a Swatch that’ll look great on you. Second, wearing a Swatch is a fantastic way to find like-minded people.

Digging deeper into our case study, when we look at the page for Swatch’s kids’ products, Flik Flak , visual storytelling is even more of a factor. An even broader array of colors light up the page, as do pictures of children smiling together. There are personalized Swatches with the child’s name written on the band, and more youth-friendly imagery of animals and movie characters.  

Swatch’s visual storytelling for its children’s product page is a targeted version of its home page. It’s been adjusted for children’s increased appreciation for color and fun with friends, animals, and popular entertainment.

The customization page uses visual storytelling to guide the viewer down the page as more design options and customization options are revealed.  Color is still important, but the visual emphasis is now more concerned with text. As viewers scroll past the custom Swatch at the top, they see a “How Does It Work?” box that explains the make-your-own-Swatch process in three short sentences.  

Designs only available for a limited time are displayed next to a large blue box that reads “Specials.” “From Japan to the World,” a promotion for Japanese Swatch artworks, is explained in a text box next to miniature renderings of the designs. The same is true for “Swatch x Louvre” and the “Ready to Wear” collection.  

What does Swatch gain from this level of visual storytelling?

First, they gain speedy distribution of information.  MIT has found that our brains process an image in 13 milliseconds .  That’s why visual storytelling is such an “economical” information method, as Dominick Sorrentino puts it, and why it’s great for generating interest at the outset of a customer’s journey.  

An audience is more likely to read nearby copy (marketing, sales, or otherwise) when visual storytelling is used. When Swatch has text for viewers to read, they position it right next to engaging and relevant artwork.

So visual storytelling is economical, stirs interest in copy, and can be processed 60,000 times faster than text .

How can you employ visual storytelling as well—or better—than our case study with Swatch?

Kanupriya Sindhu outlines several helpful ways to engage in visual storytelling.

• Have an objective.  Use your visuals with purpose, not at random.  Remember that Swatch’s use of the color red had multiple, specific functions (matching the logo, drawing the eye, etc.)
• Keep it clean.  Don’t use overcrowded, busy images.  On Swatch’s homepage, there are several pictures of a watch on an arm.  The story: this watch makes this person look good.  It doesn’t need fireworks and an ocean backdrop as well.
• Be meaningful.  Use images that “communicate the most complicated emotions without uttering a word.” 

How can you maximize your visual storytelling?

Jacinda Santora offers a few final suggestions on how to maximize your visual storytelling , especially after viewing a masterclass like Swatch’s website.

• Find out what motivates your audience.  Some motivators the Harvard Business Review identified include wanting to “Feel a sense of belonging” and “Be the person I want to be.”  Swatch’s visuals of smiling groups of people show the belonging you could feel as a Swatch owner. The many pictures of their various watches show that you can be the person you want to be with a Swatch.
• Pick the right high-impact visuals. Use images your audience will like. This may sound obvious, but it is crucial. Swatch puts images of animals on its children’s page because the company knows what a young audience likes to see.
• Choose the story that works best.  A story needs a beginning, middle, and end, even if the internet can shake up this linearity somewhat.  The homepage is the beginning, aiming to peak your interest with color and happy people. It gets you looking deeper into the website for the kind of Swatch that fits your style. Images of specific styles of Swatch guide viewers through the middle of the story. Pages where you zero in on your watch depending on criteria like age, customization, and current deals. Finally, the visuals direct you through the selection process and conclude on the checkout page.

At TruScribe, our dedicated visual storytellers combine years of experience to make our whiteboard videos engaging and effective. Remember Swatch’s case study and its ability to use visual storytelling to guide attention, attach to motivations, and tell a full, appropriate story with purposeful visuals.

Then ask yourself: are you using visual storytelling to its full potential?

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Bridging the Gap: Exceptional Brand Storytelling Case Studies

The power of brand storytelling.

Brand storytelling is a powerful tool that can greatly impact a company’s success and customer perception. By crafting a compelling narrative, businesses can connect with their audience on a deeper level. In this section, we will explore why brand storytelling matters and the benefits it brings.

Why Brand Storytelling Matters

Brand storytelling matters because it allows businesses to create an emotional connection with their target audience. Instead of simply promoting products or services, storytelling enables brands to share their values, purpose, and mission in a more engaging and relatable way.

By telling a story, brands can differentiate themselves in a crowded marketplace and stand out from competitors. A well-crafted brand story can evoke emotions, capture attention, and leave a lasting impression on customers. This emotional connection helps build brand loyalty and fosters a sense of community and trust.

Furthermore, brand storytelling enables businesses to humanize their brand. It allows them to showcase the people behind the brand, their journey, and the impact they seek to make. By revealing the human side, brands become more relatable and approachable, creating a sense of authenticity and building stronger connections with customers.

Benefits of Effective Brand Storytelling

Effective brand storytelling offers a multitude of benefits for businesses. Some key advantages include:

1. Memorable and Engaging : A compelling brand story captivates the audience, making the brand more memorable and increasing engagement. It enables customers to connect with the brand on a deeper level, leading to stronger brand recall and recognition.

2. Differentiation : Brand storytelling sets businesses apart from competitors by highlighting their unique values, experiences, and perspectives. It helps create a distinct identity that resonates with the target audience, making the brand more memorable and recognizable.

3. Emotional Connection : Brand stories tap into emotions, creating a strong bond with customers. By appealing to their aspirations, desires, and values, businesses can establish an emotional connection that fosters loyalty and advocacy.

4. Brand Loyalty and Trust : A well-crafted brand story builds trust and loyalty among customers. It showcases the brand’s authenticity, values, and commitment, creating a sense of trust and reliability.

5. Customer Engagement : Effective brand storytelling encourages customer engagement and participation. It sparks conversations, invites customers to share their own stories, and fosters a sense of community and belonging.

6. Increased Sales and Revenue : Engaging storytelling can lead to increased sales and revenue. When customers connect with a brand on an emotional level, they are more likely to choose the brand over competitors and become repeat buyers.

By understanding the power of brand storytelling and harnessing its benefits, businesses can create a strong and memorable brand identity. The case studies we will explore further in this article will highlight real-life examples of successful brand storytelling and the impact it had on these businesses.

Case Study 1: Brand Storytelling Success

In this first case study, we’ll examine a company that achieved exceptional success through brand storytelling . By effectively weaving their brand narrative into their marketing strategy, they were able to connect with their target audience on a deeper level, resulting in significant impact and growth.

Overview of the Company and Brand

The company in focus is a well-known player in the industry, recognized for their innovative products and commitment to sustainability. Their brand is built around the values of quality, craftsmanship, and environmental consciousness. They take pride in their heritage and the story behind their brand, which resonates strongly with their target audience.

How Brand Storytelling Was Implemented

To implement their brand storytelling strategy, the company focused on creating compelling content that showcased their values and the story of their brand. They employed a multi-channel approach, utilizing their website, social media platforms, and email marketing to deliver their brand story to their audience.

Through engaging blog posts, videos, and social media campaigns, they shared the journey of their brand, highlighting the craftsmanship and attention to detail that goes into each product. They also emphasized their commitment to sustainability and how their practices align with the values of their environmentally-conscious customers.

To further strengthen their storytelling, they collaborated with influencers and brand ambassadors who shared their passion for sustainability and showcased their products in authentic and relatable ways. This helped to amplify their brand message and reach a wider audience.

Results and Impact

The implementation of brand storytelling had a profound impact on the company’s growth and customer engagement. By connecting with their audience on an emotional level, they were able to build a strong brand identity and foster a sense of loyalty among their customers.

The results were evident in their increased brand recognition and market share. Their storytelling efforts resonated with their target audience, leading to higher customer acquisition and retention rates. Additionally, their brand reputation received a significant boost, as customers perceived them as an authentic and socially responsible brand.

This case study demonstrates the power of effective brand storytelling in creating a memorable and impactful brand. By aligning their brand narrative with their target audience’s values and leveraging various marketing channels, the company was able to solidify their position in the market and forge lasting connections with their customers.

The next sections will delve into additional case studies, providing further insights and key takeaways from successful brand storytelling examples.

Case Study 2: Brand Storytelling Achievement

In this case study, we will explore a brand that achieved remarkable success through effective brand storytelling . Let’s dive into the overview of the company and brand , how brand storytelling was implemented, and the resulting results and impact .

The company in question is a well-established brand in the [industry/sector]. They have a strong presence in the market and a loyal customer base. However, they recognized the need to revitalize their brand and connect with their audience on a deeper level. To achieve this, they decided to leverage the power of brand storytelling.

The brand storytelling journey began with an in-depth analysis of their target audience and market landscape. The company identified the key values, emotions, and aspirations that resonated with their audience. They crafted a compelling brand story that aligned with these insights, highlighting the unique aspects of their products and services.

To effectively communicate their brand story, the company utilized various platforms and channels. They revamped their website, incorporating engaging visuals, captivating narratives, and interactive elements to create an immersive brand experience. Additionally, they leveraged social media platforms, email marketing campaigns, and content marketing strategies to reach a wider audience and foster engagement.

The brand storytelling approach was not limited to external communication. The company ensured that their employees understood and embodied the brand story, enabling them to deliver consistent messaging and experiences at every touchpoint. This internal alignment further strengthened the brand’s authenticity and credibility.

The implementation of brand storytelling had a profound impact on the company. By connecting with their audience on an emotional level, they successfully differentiated themselves from competitors, fostering a deeper sense of brand loyalty . The compelling brand story resonated with customers, resulting in increased brand recognition and awareness.

The brand storytelling approach also translated into tangible business results. The company experienced a significant boost in customer engagement, reflected in higher website traffic, increased social media interactions, and a rise in conversions. This ultimately led to improved sales performance and revenue growth.

Furthermore, the brand storytelling efforts positively influenced the perception of the brand. Customers perceived the company as authentic, relatable, and trustworthy, which enhanced brand reputation and solidified their position as an industry leader. The brand story became a powerful tool in attracting new customers, while also fostering long-term relationships with existing ones.

This case study demonstrates how effective brand storytelling can elevate a brand’s image, engage customers, and drive business growth. By crafting a compelling brand story and implementing it consistently across various channels, companies can create a lasting impact on their audience and achieve exceptional results.

To learn more about the power of brand storytelling and how it can benefit your business, check out our comprehensive guide on storytelling in branding .

Case Study 3: Brand Storytelling Excellence

In this case study, we will explore an example of a company that has achieved brand storytelling excellence . By effectively implementing brand storytelling strategies, this company has made a significant impact on its target audience and achieved remarkable results.

The company in focus is a well-established organization with a strong presence in the market. Its brand is known for its commitment to quality, innovation, and customer satisfaction. The company’s products or services cater to a specific niche and have a loyal customer base.

To establish a strong emotional connection with its audience, the company implemented a comprehensive brand storytelling approach. They carefully crafted and communicated their brand narrative across various platforms, including their website, social media channels, and marketing campaigns.

The brand storytelling strategy revolved around highlighting the company’s core values, mission, and vision. They shared stories that showcased how their products or services have positively impacted their customers’ lives. By sharing authentic and relatable stories, they aimed to create a sense of trust, loyalty, and emotional resonance with their audience.

The company also utilized visual storytelling techniques, incorporating captivating imagery and videos to enhance the storytelling experience. They created compelling content that evoked emotions and effectively conveyed their brand message.

The implementation of brand storytelling had a significant impact on the company and its audience. The following are some of the remarkable results achieved:

• Increased Brand Awareness and Recognition: Through their compelling brand storytelling, the company gained increased visibility and recognition in the market. Their unique brand narrative set them apart from their competitors and made a lasting impression on their target audience.
• Enhanced Customer Engagement: By sharing relatable stories, the company successfully engaged their audience on an emotional level. This led to increased customer interaction, such as comments, shares, and positive reviews. The audience felt connected to the brand and became active participants in the brand’s journey.
• Strengthened Brand Loyalty: The brand storytelling approach fostered a sense of loyalty among existing customers. They felt a deeper connection with the brand and became advocates, spreading positive word-of-mouth and recommending the company’s products or services to others.
• Improved Customer Retention: Through their brand storytelling efforts, the company reinforced their relationship with existing customers. By consistently delivering on their brand promise and values, they retained customers and fostered long-term relationships.
• Increased Sales and Revenue: The emotional connection established through brand storytelling positively impacted the company’s bottom line. The increased brand awareness, engagement, and loyalty translated into higher sales and revenue.

This case study serves as a testament to the power of effective brand storytelling. By implementing a well-crafted brand narrative, the company successfully connected with its audience, fostered trust, and achieved significant business growth.

To learn more about brand storytelling and its impact on business success, refer to our article on successful brand storytelling .

Key Takeaways from Brand Storytelling Case Studies

After exploring various brand storytelling case studies, there are several key takeaways that can help business leaders and entrepreneurs understand the elements of successful brand storytelling. Let’s dive into the common elements, lessons learned, and how to implement brand storytelling in your own business.

Common Elements of Successful Brand Storytelling

• Authenticity : Authenticity is a crucial element of successful brand storytelling. The stories should be genuine, aligned with the brand’s values, and resonate with the target audience. This authenticity helps establish a strong emotional connection with customers.
• Emotion and Empathy : Effective brand storytelling evokes emotions and empathy in the audience. By telling stories that tap into universal human experiences and emotions, brands can create a powerful bond with their customers.
• Consistency : Consistency is key in brand storytelling. The stories should align with the brand’s overall messaging, values, and identity. This consistency helps reinforce brand recognition and build brand trust over time.
• Relevance : Stories that are relevant to the target audience are more likely to capture their attention and leave a lasting impact. Identifying the pain points, aspirations, and values of the target audience is crucial in crafting relevant brand stories.
• Visual and Verbal Communication : A successful brand story incorporates both visual and verbal elements. Compelling visuals, such as imagery, videos, or infographics, can enhance the storytelling experience and make it more engaging.

Lessons Learned from the Case Studies

From the case studies, we can draw several important lessons:

• Know Your Audience : Understanding your target audience is essential for effective brand storytelling. Tailor your stories to resonate with their needs, desires, and aspirations.
• Simplicity is Powerful : Keeping your brand stories simple and easy to understand can have a significant impact. Complex narratives may confuse or disengage the audience, so focus on clear and concise storytelling.
• Storytelling Beyond Products : Successful brand storytelling goes beyond promoting products or services. It focuses on the broader brand values, mission, and the impact it can have on customers’ lives.
• Consistency Across Channels : Consistency across various marketing channels helps reinforce brand storytelling. Whether it’s social media, websites, or advertisements, maintaining a consistent brand narrative is crucial for brand recognition and coherence.

Implementing Brand Storytelling in Your Business

To implement brand storytelling in your own business, consider the following steps:

• Define Your Brand Story : Identify the values, mission, and unique aspects of your brand that you want to communicate through storytelling. Craft a compelling and authentic brand story that aligns with your brand identity.
• Identify Your Target Audience : Understand your target audience’s demographics, interests, and pain points. This will help you create stories that resonate with them and address their needs effectively.
• Choose the Right Channels : Select the appropriate marketing channels to share your brand stories. This could include social media platforms, blogs, websites, or even offline events. Tailor your storytelling approach to suit each channel.
• Integrate Storytelling Into Marketing : Incorporate storytelling into your overall marketing strategy. Ensure that your brand story is reflected in your brand messaging, visuals, and other marketing materials to maintain consistency.
• Measure and Adapt : Continuously monitor the impact of your brand storytelling efforts. Use metrics such as brand recognition, customer engagement, and sales to assess the effectiveness of your storytelling approach. Adapt and refine your storytelling strategy based on the results.

By implementing these steps and incorporating the common elements of successful brand storytelling, you can create a compelling narrative that resonates with your target audience and helps differentiate your brand in the market. Remember, brand storytelling is an ongoing process that requires consistency and adaptation to stay relevant and impactful.

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Please note you do not have access to teaching notes, the case study: storytelling in the industrial age and beyond.

On the Horizon

ISSN : 1074-8121

Article publication date: 1 October 2006

Storytelling is traditionally associated with an oral tradition, dating back to the age of the hunter‐gatherer. Beginning with the etymology of the word, “story,” this article attempts to show how both written and oral storytelling evolved in relation to changing needs in society, from story telling among hunter‐gatherers to current forms of storytelling in today's organizational settings.

Design/methodology/approach

This article examines the various forms of storytelling, from its origins in prehistoric times to the post‐Industrial Age, with emphasis on the case study as storytelling in the Industrial Age and beyond.

The forms and applications of storytelling continually expand to meet the expanding needs of society throughout human history. Storytelling today, as in the past, can be useful as a tool for defining, securing and shaping people's existence in relation to both their culture and their universe. Storytelling is particularly valuable for ensuring one's survival in today's continually changing global environment.

Practical implications

Storytelling has always played a role in the evolution and survival of cultures. Today, as the world experiences rapid and continual change, it is more important than ever to identify and expand the forms and applications of storytelling to help people and organizations prepare for evolution and survival in an unfamiliar future.

Originality/value

This article expands the definition of storytelling, from Stonehenge to blogs, in the context of people's continual search for ways to define, secure and shape their existence in relation to both their culture and their universe. Currently, most societies across the globe are in a period of rapid transition and continual change. During this transition, it is vital to expand understanding of the evolving forms and applications of storytelling so that one can continue in the tradition of using stories to define, preserve and shape society.

• Storytelling
• Case studies

Benjamin, B. (2006), "The case study: storytelling in the industrial age and beyond", On the Horizon , Vol. 14 No. 4, pp. 159-164. https://doi.org/10.1108/10748120610708069

Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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