This impulse began with a meeting with my thesis supervisor, Mr. Baumann, where we discussed my topic in a more focused and structured way. Beyond talking about the concept itself, we spoke about how to approach the research phase and how to translate inspiration into something usable for a master’s thesis. One key takeaway from this meeting was his suggestion to start systematically collecting websites that function as strong examples of web storytelling. The focus was not only on visual quality, but on how these websites guide users through information, create meaning through interaction, and build narratives across structure, content, and interface.
I realized that I had already been doing this informally for a while. Whenever I came across a website that made me think “this is good web storytelling”, I saved it to my notes. After this conversation, however, I turned that habit into a more structured process by creating a spreadsheet where I collect examples, categorize them, and add notes about their narrative strategies, interaction patterns, and thematic focus. This spreadsheet will definitely continue to expand over the next weeks as my thesis research progresses. Below, I present a small selection of websites that tell stories in different ways.
AI Takes Over
This website uses humor and interaction to make a complex and often intimidating topic feel approachable. The opening line “AI Takes Over” followed by “Okay, just kidding :)”, immediately sets a playful tone and signals that the site aims to guide rather than overwhelm the user. The visual design supports this narrative approach through a futuristic color palette that gradually shifts from red to purple as the user scrolls. The story moves from past to present to future, combining short explanations, statistics, and myth-busting sections. This creates a clear narrative arc that educates while keeping the experience light. Overall, the website frames AI as a tool rather than a threat, showing how storytelling and interface design can influence perception and understanding.
The Silly Bunny
The Silly Bunny website is a strong example of how immersive technology can be used as a storytelling tool rather than a visual gimmick. Through motion, 2D and 3D illustrations, and interactive elements, the site transforms navigation into exploration. Instead of simply consuming information, users actively move through the brand’s story, discovering elements as they interact with the interface. This playful and experimental approach creates a sense of curiosity and engagement, while reinforcing the brand’s creative identity. The storytelling here happens through interaction itself, making the experience memorable and distinct.
The Message to Ukraine
This is a powerful example of emotional and cultural storytelling on the web. The website unfolds as one continuous narrative, combining poetry, animation, typography, and interaction to celebrate Ukrainian identity and history. Gestalt principles play an important role throughout the experience: images break down into dots and lines and reassemble into recognizable forms as the user scrolls. Content layers overlap like pages in a book, supported by a custom typeface and carefully crafted animations. The result is an experience that feels deeply human and intentional, using interaction and visual language to turn national memory and emotion into a digital story.
Unifiers of Japan
The Unifiers of Japan website presents historical storytelling in a playful and accessible way. Inspired by samurai history and Ukiyo-e art, it reimagines 1600s Japan through modern illustration and interaction. Each historical figure is introduced through interactive cards that highlight key moments and strategies, allowing users to explore the story at their own pace. Rather than overwhelming the user with historical facts, the site focuses on character, contrast, and curiosity. This approach shows how storytelling on the web can simplify complex topics while still encouraging deeper engagement.
And of course, THE Lando Norris Website
This website is a strong example of brand storytelling driven by motion and performance. Speed-inspired animations, sharp transitions, and cinematic scrolling mirror the intensity of Formula 1, making the interface itself part of the narrative. The design balances McLaren’s racing heritage with Lando Norris’s personal identity, using bold typography, color, and interaction to communicate who he is beyond the track. Storytelling here is not delivered primarily through text, but through rhythm, responsiveness, and flow. The result is a digital experience that feels energetic, personal, and closely tied to its subject.

This growing collection of websites already plays an important role in shaping how I understand narrative UX and interactive storytelling. By analyzing different approaches, from educational and cultural narratives to brand-driven and immersive experiences, I am building a foundation that will inform both the research and design phases of my master’s thesis.
Disclaimer: This blog post was written with the help of AI for better grammar and correct spelling.








