Storyline grounds strategy in customer voice, editorial discipline, and frameworks like Narrative Architecture™. The method works, but its output lived on walls of cards and in printed personas, and every engagement ended with the same question: where does this go now? Researchers needed a durable system for interviews, affinity notes, quotes, and the story they take back to leadership.

I designed the web-and-mobile workspace where programs such as Voice of the Student (for partners like College for America and Southern New Hampshire University) move from sticky notes and printed persona cards into a single, navigable system.

Storyline’s on-site process produces serious surface area: walls of cards, typed personas, facilitated alignment. The trade-off we argued about most was fidelity versus utility. A faithful digital wall is unusable at scale, and a generic project tracker throws away the brand clients already trust. I resolved it by splitting the surfaces: dense, filterable workspaces for researchers doing the work, and poster-grade persona and quote views with red primary chrome and disciplined typography that stand up in a stakeholder readout. Same data, two registers.

The interface had to respect how qualitative teams actually work: chapters and headings, Facts and Feelings, participant context, and insights that stay legible as the dataset grows. I studied the printed artifacts that already worked in the room: persona cards, quote walls, and chapter outlines from live Voice of the Student programs, then designed digital surfaces that mirror them rather than replace them.

I structured the IA around the method itself: project hierarchy, diagram chapters, and a tab model (Diagram, Quotes, Participants, Demographics, Insights) so moving through the app feels like moving from raw voice to structured themes.

The working surfaces are dense and editorial: tables, filters, row actions, and Feeling/Fact tags built to stay scannable as interview sets grow. The Quotes workspace in the hero shows that density in practice: participant context, search, and row-level actions for teams curating large interview sets.

Persona and quote surfaces flip the register: the pull-quote and portrait are the hero content, with metadata and tags supporting, not competing with, the narrative.

The mobile companion carries the same mental model end to end, from sign-in through project pickers, chapter navigation, quote feeds, and insight lists.

Reusable patterns for headers, tabs, cards, and actions meant new client programs didn't reinvent chrome, and close collaboration with engineering kept the shipped product faithful to the design and quick to load.

The platform gives Storyline and their client teams a single home for voice-led work: the rigor that shows up on the wall can be revisited, edited, printed, and shared as the engagement evolves. Diagram structure, quote libraries, and persona storytelling stay connected. Customer truth becomes an operational layer teams return to when priorities shift, not a one-off deck.

Shipped a web platform for qualitative programs: diagram, quotes, and insights workflows in one place.

Established a consistent Storyline visual language from global nav through dense research tables and persona canvases.

Designed the mobile companion flow from sign-in through projects, chapters, quotes, and insights.

Delivered artifacts that bridge workshop walls, printed cards, and production UI for client teams.