This conference talk was featured at the MRS: Storytelling Conference in 2022. In this talk, find out how Blue Yonder, Just Eat, Sainsbury’s, The Football Association and others are using storytelling techniques to communicate with customers.

This session focuses on highlighting the tensions between results, real life and claimed behaviour to get stakeholders on board through showing flaws: we humanise consumers… and so we empathise with them – and truly design for them.

Meet the Speaker: