Storytelling in design is an important way of not just communicating design intentions but also of presenting and framing our work. In UX there are well recognised was of doing this including concept videos, diegetic prototypes, and visual storyboards. Some narrative theorists suggest that in order to make any sense of the world we must construct narratives of self that trace our trajectory through life. Geertz defines culture as stories we tell ourselves about ourselves. Telling stiries means making choices about what to include and what to leave out. Successful narratives use minimal means to communicate their message even when multi layered or non linear. Hypertext is often considered a narrative technology allowing for non defined pathways through interactive content. Storytelling techniques in UX include narrative walkthroughs, user flow diagrams and paying attention to an information architecture that fulfils narrative needs. These needs may try to be seamlessly efficient or may in contrast seek to expose the workings and fault lines in a system. Narratives need a plot, characters, and time to unfold. Storytelling in design means arranging these factors in such a way as to communicate ideas to others.