Project Overview
Storytelling in design builds a meaningful bridge between brand and audience, offering more than just information - it offers resonance.
When users see themselves in the story a product tells, they’re more likely to remember it, return to it, and trust it.
This emotional recall, subtly embedded in narrative structure, fosters a sense of continuity that purely functional design often lacks.
Phase One: Market Research
As a business navigating the fast-moving mentoring sector, Velocity Training often found themselves drowning in scattered insights and vague market trends.
What was needed was clear, sector-specific research that spoke directly to their challenges—churn rates, shifting member behaviours.
The website research gave practical data tied to real-world outcomes: persona mapping, SEO intelligence, and competitor analysis that went into building a smarter website. It didn’t just clarify their position in the market—it sharpened it..
Phase Two: Wireframes and Layout
Wireframing and prototyping are essential to shaping the structure and flow of a website before visual details distract from functionality. They allow designers to test the logic of user journeys, identify friction early, and map interaction points that support clear decision-making.
This stage anchors the narrative UX—ensuring that each screen, click, and transition contributes to a coherent, purposeful user story that guides visitors toward goals with minimal confusion.
Our designs are not just visually appealing—they're strategically crafted to convert visitors into loyal customers
Phase Three: Final Design and Development
Proof of Concept - choice of hero
Our first design iteration follows Human-Centred Design principles, delivering a clean, professional website built around clarity, usability, and user needs. This approach ensures your product's features and benefits are front and centre—simple, direct, and effective.
However, it asks the visitor to do the cognitive work of imagining themselves within your brand’s world.
A second iteration, using Narrative UX, weaves story and structure into the journey—turning passive browsing into emotional investment, and interest into action.
Before:
First Iteration
After:
Second Iteration
Narrative UX draws the visitor into a structured journey, where the brand’s values and purpose unfold like a story. It invites the user not just to view a product, but to imagine themselves inside its world—shaping identification through emotional cues, character, and pacing. This creates deeper engagement, turning casual interest into a sense of belonging that can drive conversion.
