El environmental storytelling como vehículo narrativo en el diseño de videojuegos y el diseño de producto

This article explores how narrative influences the design of contemporary prod-ucts, both tangible and virtual, becoming a key tool both during the creative and the devel-opment phases, as well as in the final result, the one that reaches the user, highlighting the ability to tell stories when interacting with them. Two case studies are analyzed, for each of the disciplines being investigated: the video game Cyberpunk 2077 (CD Projekt RED, 2020), and the tangible product of the Tesla vehicle Model 3. After a qualitative analysis of specific elements of the video game’s virtual immersion world, as well as the vehicle model and brand, the exploration of each one and the comparison of both processes and results demonstrate how stories can enrich the value and functionality of products, increasing the loyalty and return of users and players, who become emotionally connected to the products and the stories they contain.