Just follow the rules. And then break them.

“UX designers know the importance of telling a good story—we strive to give our users a comprehensive understanding of our creations with consistency, accuracy, and intuitiveness. Recognizing the relationship between these disciplines resulted in a relatively fluid translation of Emma Coats’ rules into lessons for good UX. Think of these as a set of guidelines to facilitate your creative process.”

Eric Celedonia a.k.a. /ericceledonia | @ericceledonia Invision blog ★

“I’m fascinated with the concept of applying storytelling principles to the processes of product development to create great user experiences. Of recent interest is the similarity between making a film and creating a digital product or service.”

(Sarah Doody a.k.a. @sarahdoody ~ UX magazine)

“(…) to be a really good storyteller, you need to understand three basic concepts: Context, Spine, and Structure (CSS). Each is critical and necessary, and all three need to work together.”

(Tracy Lepore a.k.a. @TraciUXD ~ UXmatters)