In-app stories are useful when a short visual sequence helps users understand or discover something they would otherwise miss. They are less useful when they obscure a primary task or repeat information a clear interface could communicate directly.
Choose a job for the format
Potential jobs include explaining a new capability, introducing a curated collection or demonstrating a short workflow. State the desired next action before designing frames. “Increase engagement” is too broad to guide a story.
For an illustrative travel app, a story might explain how to save an itinerary for later use. That is a focused educational task. A long sequence of generic brand messages may add motion without adding value.
Keep the sequence coherent
Each frame should advance the explanation. Use readable text, sufficient contrast and an obvious way to pause or leave. Important product information should also exist outside an ephemeral format so users can find it again.
Do not require sound to understand the message. Consider users who move slowly, use assistive technology or prefer reduced motion.
Place it with restraint
Avoid interrupting a high-intent task merely because a story placement is available. The same content can be helpful during exploration and frustrating during checkout or recovery from an error.
Coordinate story exposure with other in-app messages so a user does not receive several competing explanations at once.
Measure the intended outcome
Completion and taps describe interaction with the format. The more important question is whether users successfully take the intended next step. Compare that outcome with a simpler alternative where practical.
A story is a design choice, not a growth strategy by itself. Keep it when it improves understanding or discovery; replace it when a direct label, helpful empty state or clearer navigation solves the problem with less effort.