An excerpt from a great article on the importance (and opportunity) of establishing themes and stories to guide experience creation and UX. Often we find ourselves creating interfaces around elements and requirements, so we lose sight of the importance of the experience itself.
What i really dig about this is that these themes are perhaps the bridges we are looking for to create a user experience that is jointly created with the IA and creatives teams — with the UX being the deliverable versus wireframes and / or comps.
Check out the full article here: http://www.boxesandarrows.com/view/experience-themes
