Gifted communicator and storyteller Donald Miller created StoryBrand to help businesses tell their own stories better with a tool in his workbook called the BrandScript.

The Challenge

The printed version of the BrandScript was limited by the dimensions of the paper and doesn’t allow for collaboration or room for fleshing out ideas. And with Don’s announcement of the “Building a Story Brand” book at Chick-Fil-A’s leadercast coming up quickly, my team was working with a tight deadline.

So, how do you turn a full-page-sized form into something engaging and useful?

My Approach

Step One was to go through the StoryBrand Online Workshop. I wanted to understand what a StoryBrand user’s needs were—beyond just the recommendations of the client. Aside from learning the StoryBrand framework and sharpening my own marketing skills, I was able to better craft an experience that fit StoryBrand’s image and helped users achieve their goals.

After sketching a full-screen approach for each section, then wireframing it in Sketch, Don suggested keeping all fields viewable at all times.

So, I began to treat each section as it’s own little “workbox” that was still connected to the whole experience. No more drilling down to view section-specific content. You could view each section in its proper place within the page and maintain context for the story as a whole.

Each section had comments, history, and notes. Notes was a key feature in the online BrandScript. Don had observed workshop attendees with the BrandScript on their left and a notepad on their right, trying to pin down the right words to put in the final document. So, I took a split-screen approach to note taking (with the option to minimize the sidebar to its normal size as well). On larger displays, the user could see the BrandScript in its full glory while viewing notes, while smaller displays would show the “stacked” or mobile version of the BrandScript.

Oh, yeah. This thing is a completely mobile-responsive application. (Another fun challenge!)


Don had great ideas and solid vision of what he wanted in the product. Working with StoryBrand team member Kyle Reid, we were able to bring Don’s vision to life. But some ideas work out differently when you try them out.

Design teams have to be flexible—even when clients aren’t. So, taking Don’s ideas and going through the design process lead us to some good solutions and some that weren’t so great. I am so grateful for Don’s flexibility and willingness to scrap ideas that didn’t really benefit the user. But if we hadn’t gone through that process, we’d have never found the good stuff as well.


I could’ve died a happy man after the MVP demo when Don said, “I’ve never regretted having to write you guys a check.” That may be the highest praise from any client ever. But the bigger deal was actually launching during Chick-Fil-A’s Leadercast and watching thousands of users start talking about their business better.