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Great article on creating "experience themes" to guide and unify UX design

Experience Themes: How a storytelling method can help unify teams a... by Cindy Chastain shares

"... a method drawn from storytelling that can help us build a better story about our product, unify teams, inspire design concepts and get us closer to evoking the pleasure, emotion and meaning of the experience we intend to deliver to users through the products and services we design."

In a world where engagement is expected at every touch point with an organization, this is a valuable technique to add to your design toolkit. Is anyone using anything like this currently?

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