One of the most extreme examples of how a website should be designed with storytelling at its core is not an online business.
It is actually a brick and mortar boutique shop located in Manhattan’s Chelsea district.
It’s a shop called STORY, a particular company that changes its inventory five or six times a year according to a specific theme.
The store founder is Rachel Shechtman and the story she is telling this month is “New York”.
“We are bringing NY to life with goods chosen to encapsulate the State’s spirit, taste, and culture”, says Shechtman in her blog.
The theme “New York” was preceded by “Love” and “Color” and all the items on sale and the interior design reflect those stories.
This is a retail space that has the point of view of a magazine, changes like a gallery and sells things like a store.
If Shechtman is able to recreate a physical “retail narrative”, why so many businesses don’t bother at all and persist using the same design for all their digital messages?
Lesson are strong: Find your story -the central narrative of your business- and work with your web designer to create a unique experience online.
And, if you have the resources and the ambition don’t just replicate that template. Change your digital store and make it is as unique as your story is.