As designers, we often find ourselves tasked with improving experiences that are unfamiliar to our day to day life. Developing strong understanding of our users and their environments is integral to producing optimal outcomes. The discussion and articulation of such outcomes can often become so abstract that it is hard to visualize. When Rob Kerr took a deep dive into the world of screenwriting and the fundamentals of narrative structure, he discovered theory and practice that can help turn the abstract to the familiar. Rob will present what he learned from thought leaders such as Blake Snyder and how he uses these principles to present UX concepts that are emotive, watchable and memorable.