Donna Lichaw

Digital Product Strategist, Speaker, Instigator at Greatnorthelectric
Donna Lichaw

Donna Lichaw

Digital Product Strategist, Speaker, Instigator
New York City, USA

For over 15 years, Donna Lichaw has helped businesses such as Atlantic Records, Citi, Bloomberg, Seamless, Apartment Therapy, and WNYC to create, launch, and innovate digital products, campaigns, and services.

Emphasizing a unique mix of strategic storytelling, design, and development, she drives teams to think big and get measurable results by starting small.

In addition to running her product strategy and consulting practice and building and training design and product teams, she is on the adjunct faculty at Parsons The New School for Design in New York City.

Donna is currently writing a book about using narrative structure to design successful products and services for Rosenfeld Media.


Author of:

  • “Storylines”

    Narrative Flow for Concept and Product Development

    Rosenfeld Media

Story First: A Narrative Approach to Building Successful Products and Services

Thursday | 14:15 – 14:55

Every product should have a good story behind it.

While many of us seek out the newest and shiniest tools, methods, and processes to design products and services, we often overlook one of the oldest, leanest, most effective tools out there: the structurally sound story.

Whether we are consciously aware of it in the moment or not, we humans experience everything as if it was a story – the better the story, the more engaging, memorable, and repeatable the end-experience.


In this talk, you will learn how taking a story-first approach to design and development can help you engineer products and services that better engage your customers, just like a TV show or movie.

You’ll see how using story as a tool will help you not just talk about products and services, but build them plot point, by plot point, ultimately setting the foundation for your product’s success.


Story First: A Narrative Approach to Building Successful Products and Services from Donna Lichaw

Storymapping the User Experience

Friday | 14:00 – 17:30

How to use storytelling techniques to build your next product.

What does a great user experience have in common with a great story? Everything.

While creating a user experience that engages, influences, and excites can sometimes seem daunting, crafting a great story is actually quite quick and easy. See how simple storytelling techniques can transform your next product, feature, UI, flow, or strategy from good to great.

Whether you are creating a product, service, or feature from scratch or improving one for conversion, activation, or engagement, strategic storytelling will help you figure out what you need to do, when, and how you need to do it, so that you get the results you need.


  • Craft and communicate simple and impactful narratives.
  • Map and reverse engineer existing and future user experiences onto narrative arcs.
  • Quickly and effectively assess strengths, weaknesses, gaps, and opportunities for products, features, content, and functionality.


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We are a Swiss user experience agency. Our team of seven specialists design elegant and intuitive digital products.