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Hi. I'm Steve McCarthy. I'm a user exeperience consultant living in London, England. I am a specialist in analytics, user research, and digital strategy. I help companies large and small shape unique web, mobile, and VR experiences through understanding user needs, technology capabilities, and business objectives.

I'm passionate about all forms of storytelling and have an academic background in traditional storytelling practices such as theatre, creative prose, script writing and publishing. My professional career has taken me into the realms of digital storytelling and I'm currently enjoying life at the digital agency Brandwidth.


Writing has always been an important part of my life, so when I can find the time I write articles about topics that I'm passionate about. Here are a few recent posts:

Jul 05
Is persistence the next big challenge facing VR advertising? (10 min read)
Dec 30
Storyframing: What we want users to do (5 min read)
Sep 18
What is Storyframing? (9 min read)
Aug 26
Has 'User' Become An Outdated Term? (6 min read)
Jun 08
7 Lessons That Fairy Tales Teach Us About User Experience (UX) Design (15 min read)
Feb 08
Do Icons Need Labels? (7 min read)
Feb 03
7 Reasons Why You’ll Read This Post. You Won’t Believe #4! (7 min read)
Jan 24
17 Original Movie Loglines (5 min read)


As a UX practitioner I constantly find myself in a position where I need to demonstrate a UX concept to a client, colleague, or friend. Sometimes a game can bring to life usability issues in ways that data or 2D designs cannot. Here are a couple of UX games I've created so far:


We see hundreds of icons in the apps and websites that we use every day, but without labels it can be tricky to discern the meaning intended by the designer. I've gathered 19 icons from popular iOS apps and provided multiple choice answers, but so far no one has got 100% correct. Can you do better?


Affordances are those crucial design cues that tell the user that something is clickable. I've highlighted 19 web elements from a range of automotive websites to see if you can tell if they are clickable by design alone. Good luck!


I've always loved film as a medium for storytelling. So much so that I co-founded a small film production company when I left University in 2008. (It was a recession and no one wanted to give me a job, so I thought I'd create my own!)

The company operated for 4 years before closing for business in 2012 (as all the founders had finally got jobs). Below are some of the film projects I'm particularly proud of:


Up-and-coming recording artist Jason Lee asked Motion Brothers to produce a music video for his first single 'Lady'. The brief required an edgy style that would be both entertaining and reflective of the rock ‘n’ roll vibe of his forthcoming album.

Motion Brothers pitched a selection of ideas, before scripting and storyboarding a fully fleshed narrative. The team then began production planning and casting ahead of a 3-day shoot at a variety of locations across central London to South East England.


Written and produced by Horsham based hip-hop group Phrase Mob, 'Ground Control' had long been admired by Director Michael Collins who had begun nurturing a narrative to match the song's visceral and emotive lyrics.

Urban Theory Films, with me on board as Producer, were approached to manage all production elements, including storyboarding, casting, choreography, location sourcing, filming and editing. The film was later accepted to the London Short Film Festival 2012 as part of its New Shorts #16 Music & Video showcase.


A little short film I helped script and produce:


Motion Brothers is an entity that I often operate under when pursuing new storytelling challenges in my free time. It gives me the freedom to experiment, explore, and most importantly: fail without fear.

Under the Motion Brothers banner I have scripted and produced low-budget music videos, designed logos for a film production company, and created websites for graphic novels.