Crafting a good experience is like telling a good story
Stories are core to various activities, tools and methods applied in UX.
Stories are how we remember. We tend to forget bullet points (Robert McKee on HBR).
Bullet points make as little of a good story as multiple isolated touch-points don’t make a good overall experience of a product or service.
In an ideal case, great products and services appeal to us on a visceral, a behavioural and a reflective level (3 levels of design, Don Norman). While the visceral level deals with the visual appeal, the behavioural level deals with use and usability. Last but not least the reflective level determines whether and how we process and remember and share an experience. This is only one instance when the story element has a love affair with UX.
Applying storytelling techniques and methods help your UX Design and the process in many aspects. Creating personas, mapping user journey, writing user stories, etc. Last but not least, telling and «selling» your story right helps to buy in your stakeholders.