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Chris Ashby

Fill in the blanks, and discover the hidden areas where your business, website or customer journey is failing.

Man with suitcase and sunset
Man with suitcase and sunset
Photo by Mantas Hesthaven on Unsplash


Questioning the creative industry’s misunderstanding of storytelling, and how we can correct our path

A man sketches logos in a sketchbook
A man sketches logos in a sketchbook
Photo by Brad Neathery on Unsplash


It’s all about the first act — setting up the hero in the known world, so that we can see, and more importantly feel, how they change.

Photo by Mollie Sivaram on Unsplash


Laptop and iPhone mockup of Hospital Records website
Laptop and iPhone mockup of Hospital Records website


Using storytelling principles can often be the key to helping new products breakthrough in crowded or outdated industries. Here’s how.

Man smiles whilst looking at his phone
Man smiles whilst looking at his phone
Photo by DISRUPTIVO on Unsplash

Storytelling teaches us how to survive


Clone characters are used in storytelling to reflect aspects of the main characters back at themselves. Here’s how you can use the same principles when designing and building products.

Man looks at a reflection of himself in glass as the city lights blur behind him
Man looks at a reflection of himself in glass as the city lights blur behind him
Photo by chester wade on Unsplash

What are Clone Characters?


An overview of the three-act structure, and how we can use it as a framework to understanding how behavioral changes manifest in our users, and how to genuinely affect change.

Flower in a mug with the words ‘I am the hero of my own life’
Flower in a mug with the words ‘I am the hero of my own life’
Photo by Thought Catalog on Unsplash


How to use the storytelling principles of character and conflict to better understand the motivations and needs of your users.

Crowds protest against the murder of George Floyd
Crowds protest against the murder of George Floyd
Photo by Sushil Nash on Unsplash


How storytelling, in its most human and life-affirming forms, is the fundamental key to being a great designer for digital product and user experience.

Photo by Andrei Ianovskii on Unsplash


What to do when you realise your ideas are plentiful, but the opportunities to use them are fleeting

Illustration by Chris Ashby

Chris Ashby

Founder at digital experience design & storytelling agency — We Are Heroes. Find out more @ weareheroes.digital

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