Don’t let storytelling get in the way of your data

Photo by Nong Vang on Unsplash

During the past few years, I’ve noticed a trend across our industry of UX research reports that incorporate a storytelling approach. On the whole, this trend is an extremely positive sign of the UX research field evolving and maturing. Presenting research decks with slide after slide of data without applying any meaning to the data is no longer acceptable.