Designing Story in a Digital World

GSBGEN543 · Fall 2014

About This Class

Our world is changing at an incredible pace. We’re in the middle of a commerce revolution that is consumer-driven and technology-enabled. Consumer expectations have risen. They want to be inspired by engaging, meaningful experiences, and they want to engage with people and brands that have compelling, data-driven, and authentic stories to share. But how do you develop that story?

Storytelling has always been a significant part of history, but the means through which the stories have been told has evolved witheach civilization. From the oral histories, to the works of scribes, to newspapers, television, and now the Internet, personal narrative has been used to communicate the events of the past. Digital media now combines tradition with technology and allows us to tell stories through voice, text, images, audio, and video. The immersive workshop is structured around three key principles: (1) know your goal, (2) craft your story, and (3) prototype to learn. You will be a part of an ultra-faced paced design sprint to come up with a compelling story about a brand of your choosing, and design the story to be leveraged across digital media.


Jennifer Aaker

A social psychologist and marketer, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business. Her research spans time, money and happiness — specifically, how people spend and save time, how they spend and save money, and how those choices impact their well being. She also studies how small concrete acts create significant change — fueled by social media. She loves a good story.


Laura Jones

Product Marketing Manager, Commerce at Google

Leslie Blodgett

Creator of bareMinerals and Executive Chairman of Bare Escentuals

Raymond Nasr

Independent Public Relations and Communications Professional

James Buckhouse

Author, art enthusiast, and Managing Editor at Twitter

Eric Toda

Nike Global Digital Director