Good ideas aren’t good enough anymore.

A bold statement? Perhaps, but when it comes to digital innovation it takes more than a good idea for a project to be successful.

We are incredibly fortunate to be living in a time where information and knowledge is more accessible than ever. From the intellectual capital cached within your employees to your customers’ behaviour and feelings, data is all around us.

And yet… ambitions generally fail because the basic assertion driving them, their premise, has not been examined closely enough at the outset. …

By Steve McCarthy

Working for an innovation agency sometimes affords me the luxury of pondering the big questions facing the digital, marketing, and technology industries.

Inevitably these questions are often firmly anchored in the realms of the speculative, whereby I attempt to play the role of soothsayer looking ahead to predict what the future may hold. How far ahead always differs, but it’s usually somewhere in the 5–10 year range.

The questions are usually broad in their scope…

  • What is the future of wearable technology? (mooted in 2014)
  • How will the digital publishing sector advance over the next few years? (mooted in 2016)

In September 2016 I posted an article on a new method for defining user stories and journeys called Storyframing. More specifically it was a method for…

Designing a digital service or product around distinct user behaviour, helping to ensure user adoption and repeat use are front of mind from the outset of a project.

The process was born out of a frustration for not having a readily available framework that considered behaviour change or long term user engagement in detail.

Feedback from the UX community was positive and some of the readers suggested that I share more information on the…

The VR Glossary ( is a growing repository for virtual reality (VR), augmented reality (AR), and mixed reality (MR) terminology to help demystify these emerging technologies.

Storyframing is a method of designing a digital service or product around distinct user behaviour, helping to ensure user adoption and repeat use are front of mind from the outset of a project.

In the same way that wireframing provides a template for design, storyframing creates a template for experience.

I’ve been fortunate in my career to-date to have worked across a wide range of digital technologies, providing user experience (UX) guidance through research and strategy for websites, mobile apps, wearable apps, ebooks, and, more recently, virtual reality (VR).

Usually the output of said guidance takes the form of a carefully constructed document containing analysis of the current state of play and recommendations for improvement. And inevitably, when dealing with user experience, my documents need to reference the user(s) themselves, whose behaviour we are trying to influence and whose needs and goals we are designing for.

More often than not…

Robert McKee once wrote that “stories are the currency of human contact.” Stories are our way of making sense of the world around us. The greater we make sense of our surroundings the greater chance we have of survival, and the knowledge we gain becomes the value exchange we make when we tell stories. Each story shared is a lesson learned about our world.

Today, our personal narratives play out in a hybrid world of the digital and the physical. We now move so seamlessly between the two that we often forget that the former is still in its infancy…

As a UX practitioner I constantly find myself in a position where I need to demonstrate a UX concept to a client, colleague, or friend in a way that instantly resonates, ideally on an emotional level but most importantly, on a “Ah! I get it and I can’t really argue with you” level.

A recurring point of contention is the importance of accompanying an icon with a label.

We dissect the anatomy of the modern day blog title, and the reasons why you just had to read this post.

#1 We challenged you: Provocative language

Experience Strategy teaches us that humans like challenges, particularly if we think we’re likely to triumph. Successful blog titles bait their readers with assumptive language where presumptions have already been made about how the reader is likely to respond to what they are reading. In our title we’ve done this in two ways:

  • Sentence 1 — We’ve made the bold assumption that you will read this post.
  • Sentence 2 — We’ve made an assumption about how difficult it will…

A collection of example logline ideas to inspire the next generation of screenwriters and moviemakers.

Why the loglines?
This blog is a creative experiment developed by Motion Brothers and aimed at stimulating the UK film industry by offering up ‘original’ loglines for further script development.

What’s a logline?
A summary of a story in one sentence (ok, sometimes two).

Can I use these loglines for my own scripts?
Of course! Take them, mould them, and make them your own. We look forward to seeing them on the big screen soon! (Images are copyright property of Lyall McCarthy).

I have a…

Steve McCarthy

Head of Insight & Strategy at Brandwidth. Passionate about user experience and behaviour. Creator of the

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