Narrative experience design: integrating narrative-driven approaches into service design

ABSTRACT: The intersection of design and narrative plays a crucial role in shaping meaningful experiences. While narrative experience has been explored in product design, its role in service design remains underdeveloped. This study introduces a narrative-driven service design approach, integrating narrative to enhance user experiences. Using a Research through Design methodology, ten digital service prototypes were developed, embedding “stories of moments of joy” as a design foundation. Findings suggest that starting with narratives fosters deeper emotional engagement and enhances service interactions. Participant feedback highlights how this approach provides an alternative to traditional problem-solving models, emphasizing narrative-driven innovation in service design. By positioning narrative as a central design element, this study contributes to advancing service design methodologies.