__In this thesis, we propose that designers may be able to achieve this by including visual storycraft into their creative process. Storycraft is the skilled practice of generating/building stories. The similarity between the critical properties of a story and an experience is evident. They are both subjective, context-dependent, and dynamic. They share a sequential structure with a beginning, middle, and end that can be crafted and influenced through design. However, most importantly, both stories and experiences evoke and affect the emotions of their experientors.
__The activities of designers are already very similar to professional storycrafters such as writers and movie-directors since, in both domains, artifacts and services are brought together to interact with people to deal with a production challenge. While harnessing the power of storycraft to elevate strategies in designing for experiences is an attractive idea, which is also recognized by the design research community, it is not a proposal that can easily be put into practice.
__In this thesis, we propose a conceptual design method called Storyply that aims to merge the skilled practice of generating stories with the competent practice of design. The Storyply method includes a set of templates that guide designers through the process by visually organizing their efforts and creative output. Following a research through design approach we have iteratively designed, evaluated, and re-designed Storyply as a method that combines ‘conceptual design’ and ‘story planning’ to assist design teams in discussing and framing ideas in an experience-centric fashion. The method has been received as original, relevant and useful by 154 participants (63 Professionals and 81 Students/Trainees) from diverse backgrounds such as: designers (industrial, product, visual, interaction, service, strategy, software, hardware, UX), researchers, engineers, managers, filmmakers, R&D specialists and CEO’s.