Turn a feature into a use-case story by naming a situation, showing the relevant action, and explaining the next step. Keep product capability separate from a claimed customer outcome.
Move from a noun to a situation.
“Specialist assistants” names a feature. “I have an everyday question and do not know where to start” creates a recognizable situation. The content can then introduce the app as a way to find the relevant starting point.
The NAIARA carousel uses this progression: a question, an app with specialists, a starting process, conversational language, and a final invitation. The structure explains the product without presenting a fictional customer success story.
Write a traceable story spine.
| Part | Example based on the visible NAIARA carousel |
|---|---|
| Situation | An everyday question with no obvious starting point. |
| Relevant capability | An app that presents different specialist assistants. |
| Action | Describe what you need and find a relevant specialist. |
| Next step | Begin the conversation or explore the app. |
| Source | The approved Spanish client carousel, not a measured user-outcome dataset. |
If you need to claim a specific result, collect evidence for that result. A feature being available does not establish how much time a customer saved or whether their business improved.
Choose the evidence the viewer needs.
A simple product introduction may use an approved screenshot and a short explanation. A tutorial needs an accurate action sequence. A customer case study needs the customer’s actual context, work, and outcome. These can all be useful, but they are not interchangeable evidence types.
Avoid showing several unrelated features merely to make the product appear larger. Add a feature only when it advances the chosen use case.
Give the story a useful ending.
The final action should follow from the situation. If the content helps someone understand where to start, invite that first step. If it explains a choice, lead to the relevant comparison or product information.
Review the story with someone unfamiliar with the product. Ask what they think it does and what they would do next. Their explanation can reveal a gap that an internal team, already familiar with the feature, might miss.