[6ren]

> what story it tells

I think of a "story" as a narrative: a sequence of events involving characters. In an epic story, there's a hero, a quest, thresholds, guardians, a special world, obstacles, tests, allies, a shadow, a return etc. Could you elaborate on what "story" means in terms of design?

[SeoxyS]

Think of it as the message. What does it say about you or your company / product. What does it show your values to be. Etc.