UX Research Storytelling as Strategy: Making Research Memorable for Execs

Philip Burgess
Sep 23
2 min read

Updated: Oct 26

By Philip Burgess - UX Research Leader

When you share research findings with executives, you’re not just presenting data—you’re competing for attention in a world of financial reports, roadmap debates, and urgent fires. A 50-slide deck packed with numbers might check the box, but it won’t spark action.

That’s where storytelling as strategy comes in. Storytelling transforms findings from facts into memorable, influential narratives that stick with leaders long after the meeting ends.

Why Storytelling Matters for Execs

Execs remember stories, not stats. Data is critical, but without a story, it blurs into background noise.
Stories drive empathy. A well-told narrative makes user pain points personal for decision-makers.
Stories connect dots. They show how insights ladder up to the company’s goals, vision, and KPIs.
Stories inspire action. When execs feel the urgency behind a story, they’re more likely to commit resources or change priorities.

UX Research Storytelling: Principles of Strategic Storytelling

1. Lead With the “So What”

Don’t bury insights in detail. Start with the core business impact: “If we don’t solve this, churn will rise.” Then support with evidence.

2. Create a Narrative Arc

Think of your report like a story:

Beginning: The context and stakes—why this matters now.
Middle: The evidence—what we found and what users experience.
End: The resolution—recommendations and outcomes if action is taken.

3. Humanize the Data

Pair quantitative findings with qualitative evidence. Use quotes, video clips, or personas to give numbers a face.

4. Make It Visual

Executives don’t have time to decode dense tables. Use dashboards, infographics, and one-slide decision summaries that highlight the essentials.

5. Tailor to the Audience

CEOs want to hear about vision and growth.
Product leaders care about roadmap risk and opportunity.
Operations leaders focus on efficiency and cost.Adjust your storytelling frame depending on who’s in the room.

Practical Techniques to Try

“Day in the Life” Journeys – Walk execs through a typical user’s experience.
Highlight Reels – 2–3 minute video compilations of users struggling with pain points.
Before & After Mockups – Show what happens if recommendations are applied.
Executive One-Pagers – Condense key insights and next steps into a single sheet.

How to Get Better at Storytelling

Study data journalism (e.g., The New York Times Upshot or Financial Times Visual Vocabulary).
Watch TED Talks to learn pacing, visuals, and emotional framing.
Practice outside of research—summarize a book or article as a story for a colleague.
Ask for feedback: “What part of this stuck with you? What was unclear?”

Resources to Explore

NN/g: Storytelling for UX
IDEO U: Storytelling for Impact
Rosenfeld Media – Storytelling for User Experience

Final Thought

Storytelling isn’t about embellishment—it’s about making research impossible to ignore. By weaving evidence into compelling narratives, researchers can influence executives at the highest level and ensure user needs shape strategic decisions.

✨ Don’t just present research. Tell the story that makes action inevitable.

Philip Burgess | philipburgess.net | phil@philipburgess.net