Everyone is a storyteller
NAGHSH
NAGHSH, a Persian word meaning imprint, pattern, or symbol, is the name of this project and the soul behind it. It represents the invisible marks our stories leave on us, the traces of memory, culture, and identity that shape who we are.
Iran is a country woven from thousands of years of myth, poetry, and resilience. Yet throughout history, many forces have tried to erase its soul, by changing its language, erasing its symbols, and silencing its stories. But Iranians have held on, with words, with songs, with stubborn love.
NAGHSH is my way of holding on.
This project is a digital reimagining of Persian myths, like Arash the Archer, Rostam and Sohrab, and Kaveh the Blacksmith, told through modern, imagined voices from across the diaspora. Built through user research, storytelling design, and emotion-driven experience, NAGHSH is both archive and mirror: a space where ancient stories meet new perspectives, and where cultural memory is not only preserved, but kept alive.
Deliverables
User flow /Site map/ Persona
User journey map /UI kit/ Low-Fid & High Fid Wireframe / Prototype / Visual design
Timeline
16 Weeks
Year
Oct 2024- April 2025
Tools
Adobe XD/ Adobe Audition
The Needs
Many Iranians in the diaspora feel disconnected from their cultural roots and traditional stories.
Persian myths are often preserved in academic or poetic formats, but not experienced emotionally or personally.
There’s a lack of accessible, modern platforms that retell these stories in ways that resonate with younger, audiences.
Users expressed a desire to reconnect with their heritage in a way that feels relatable and emotionally engaging.
Solutions
Conducted user interviews to understand emotional and cultural needs around storytelling and heritage.
Created personas representing different experiences within the Iranian and Iranian-diaspora communities.
Designed a storytelling approach where each myth is retold through the imagined voice of a character from today’s world.
Focused on emotional resonance, cultural authenticity, and intuitive user flow in both content and interface.
Built a responsive, web-based platform that invites reflection, connection, and cultural preservation.
Design Process
A Human-centered journey to bring ancient Persian stories to life
Empathize
User Research/ Interview / Survey / SWOT
Define
Affinity diagram / Persona /User Journey map
Ideate
Ideation / User Flow
Design
Wireframes / High Fidelity Design
Test
Usability Testing / Iterate
Empathize
UX Research
Persian storytelling has never been a static tradition, it has thrived through adaptation, dialogue, and community. This research examines the cultural and historical roots of storytelling in Iran, focusing on three significant traditions: Naghali, the dramatic retelling of epics through oral performance; Jong, intimate literary gatherings where stories were shared, reinterpreted, and reshaped; and Kheimeh Shab Bazi, a visual and performative puppet theater deeply tied to folk narrative. These practices reveal a long-standing tradition of participatory storytelling, where meaning emerged through collective memory and interaction rather than singular authorship. The research emphasizes that Persian myths have always existed in multiple versions, evolving with each retelling. This understanding informs the conceptual foundation of the NAGHSH project, positioning the platform as a digital extension of these traditions, where stories continue to grow, shift, and belong to all who engage with them.
To ground this project in real voices and needs, I conducted both an interview and a survey focused on how people, especially within the Iranian and diaspora communities, connect with Persian mythology today. These conversations revealed emotional gaps, fading memories, and a deep longing for cultural reconnection.
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In parallel, I researched five iconic Persian stories: Zaal and Simorgh, The Conference of the Birds, Rostam and Sohrab, Arash the Archer, and Kaveh the Blacksmith, and uncovered multiple versions of each, shaped by time, region, and retelling.
This layered research helped me understand not just the stories themselves, but how their meanings shift across generations. The insights gathered here shaped the emotional tone, structure, and design direction of the entire experience.
SWOT
This SWOT analysis highlights the core strengths, challenges, opportunities, and potential risks of the NAGHSH project. It offers a strategic overview of how the project connects cultural storytelling with design, while also considering areas for growth and awareness as it evolves.
Define
Affinity Diagram
The affinity diagram below organizes key insights gathered from user interviews, survey responses, and story research. By grouping common themes, emotions, and user needs, this visual helped shape the direction of NAGHSH—ensuring that the design stays rooted in real experiences and meaningful connections to Persian storytelling.
Persona
The personas developed for NAGHSH represent a diverse range of voices from across the Iranian and diaspora communities. Based on user research, these fictional profiles capture the emotions, needs, and perspectives of people who long to reconnect with Persian stories—guiding the tone, structure, and design of the storytelling experience.
User Journey map
The user journey map visualizes the emotional and interactive experience of a typical visitor engaging with NAGHSH. From discovering the platform to exploring stories and feeling a sense of cultural reconnection, this map outlines key touchpoints, thoughts, and emotions—helping ensure the design supports a meaningful and intuitive journey through the world of Persian mythology.
Ideate
Ideation
The ideation phase was where imagination met insight. Building on the themes uncovered in research, I explored various storytelling formats, interaction models, and visual metaphors to bring Persian myths into a modern context. This stage allowed me to experiment with how ancient narratives could be retold in ways that feel personal, engaging, and emotionally resonant for today’s audiences.
User Flow
The user flow diagrams show how visitors move through the NAGHSH platform, from discovering a story to exploring different versions and adding their own.
Each path is designed to be easy and meaningful, allowing users to experience a story and then share the personal way they heard it, just like in traditional Persian storytelling. These flows help make sure the platform feels natural, interactive, and open to everyone’s voice.
Sign in / Sign up
Add Story
Read Story
Design
WireFrame
The wireframes for NAGHSH lay the foundation for the platform’s structure, focusing on clarity, storytelling flow, and ease of contribution. Designed to guide users through discovering a myth, exploring its various retellings, and adding their own version, the wireframes prioritize emotional engagement and intuitive navigation. Each page was carefully mapped to reflect the project’s core values, openness, cultural connection, and storytelling as a shared experience.
High Fidelity Design
The high-fidelity design for NAGHSH brings the storytelling experience to life through a clean, emotionally resonant, and culturally rooted interface. Drawing inspiration from Persian motifs, red carpet accents, and minimalist UX principles, the design balances tradition with modern usability. Each screen is carefully structured to guide users intuitively—whether they’re reading a story, adding their own version, or exploring symbolic meanings. Subtle animations, soft transitions, and bilingual typography create a warm, inviting atmosphere. The interface reflects the essence of NAGHSH: a digital tapestry where personal narratives are woven together into a living archive of collective memory.
Following the creation of this high-fidelity prototype, I conducted in-depth usability testing with participants from diverse cultural and generational backgrounds. Their feedback highlighted both the emotional strength of the design and areas where clarity and accessibility could be improved. Based on these insights, I am now refining the visual and interaction elements to develop the final UI—one that not only honors cultural storytelling but also responds to the real needs of its users.
Test
Usability User Testing
To evaluate the functionality, accessibility, and emotional resonance of NAGHSH, I conducted usability testing with six participants representing a wide range of cultural backgrounds, age groups, and tech familiarity. These participants were selected based on insights from my interviews and survey, ensuring that both Iranian-based and diaspora users were represented.
I asked each participant to complete key tasks, such as navigating the app, reading or listening to a story, and contributing their own version, and observed how they engaged with the platform. Here’s what I learned:
1. Onboarding & Sign-In Flow
Task: Sign in or create a new account
Most users completed this task easily. They appreciated the calm, culturally grounded interface and felt welcomed right away.
Some users found the red-toned text (such as “Forgot Password?”) slightly hard to read against the background, especially on smaller screens.
Insight: The visual design was praised for its warmth, but a few accessibility tweaks could improve clarity without compromising the mood.
2. Home & Main Navigation
Task: Explore the app using the side menu and homepage elements
All participants found the navigation intuitive. The simple layout and clear menu made it easy to move between sections like Stories, Location, and About.
Some younger users expected to see more visual cues (icons or hover states) in the menu.
Insight: The minimalist structure helped users stay focused, though adding small visual feedback could improve engagement for digital-native users.
3. Story Browsing Experience
Task: Open a story and explore its content
Users loved the Read | Listen | Lenses structure. It allowed them to explore a story in multiple ways—visually, audibly, and through the voices of different narrators.
However, a few users didn’t realize the tabs were interactive at first. They assumed they were static story sections.
Insight: Once discovered, users found this design powerful, but it would benefit from clearer visual indicators (e.g. highlighting the active tab or hover states).
4. Add a Story Flow
Task: Add your own story or contribute to an existing one
Most participants were able to complete this with minimal guidance. They felt that the step-by-step structure helped break down what could otherwise be an emotional and overwhelming task.
There was occasional confusion between “Create New Story” and “+ Add to Existing.”
Insight: The process was well-received and felt empowering. Improving clarity between options would reduce hesitation and encourage more contributions.
5. Uploading a Symbolic Carpet Image
Task: Pair a visual with your story
Users found this feature poetic and meaningful. It added a personal and cultural dimension to their contributions.
Some were unsure if they were allowed to upload their own image or had to choose from a preset library.
Insight: This was one of the most emotionally resonant features. Clearer labels or prompts could make it even more accessible.
6. Profile Setup
Task: Customize your profile after registration
Users found this simple and straightforward, but some skipped the photo upload without noticing it.
Insight: A gentle nudge or tooltip could help users complete their profiles, making the platform feel more personal and connected.
7. Comments & Community Layer
Task: Read and add a comment on a story
Participants loved this feature. Many said reading the comments made them feel like part of a bigger community.
A few users didn’t immediately see the “+ Add Comment” box because it blended into the white background.
Insight: This emotional layer of user interaction was highly valued and should be preserved, with minor UI improvements for clarity.
8. Search by Location
Task: Discover stories by entering a city name
Younger users quickly understood and enjoyed this feature. Some older participants were unsure what the search field was meant for.
Insight: A placeholder example (like “Try ‘Shiraz’ or ‘Tehran’”) would improve clarity for all user groups.
Overall, the usability testing showed that users not only understood how to use NAGHSH, they emotionally connected with it. The interface made space for memory, identity, and creativity to unfold. Most importantly, users left the platform not just as readers, but as contributors to a living archive of collective stories.