David Anthony Parkinson PhD, FHEA
Research Portfolio


Knowledge Exchange and Impact

01. Nym: AI Storytelling
02. The Science of Storytelling: Podcast
03. StoryCraft Pro: Storytelling Card Tool


Key Publications

01. Towards a Storytelling Pedagogy
02. Authentic Peer Assessment
03. Authentic Video Feedback
04. Establishing Trust through Storytelling
05. Storytelling at the Design Pitch
06. Unlock the Potentialities of Communities
07. Engaging Design Pitches
08. Storytelling Impact-Approach Framework
09. Design Process and Organisational Strategy
10. Designer Storytelling


Teaching and Learning

Click here to see the blog site I manage for our award winning product design students.


Bio

I’m an academic specialising in storytelling’s role in new product development (NPD), with over a decade of research into how narrative drives early-stage innovation. My work led to a widely recognised framework and card-based tool that helps NPD teams apply storytelling strategically. At Northumbria University, I embed these insights into the BA (Hons) Product Design curriculum. I have also led postgraduate research in the Department of Design, Arts and Creative Industries for a three year period. Currently, I’m collaborating with industry to develop a digital version of my tool, championing storytelling as a powerful methodology for driving creativity and innovation in design.

Explore the galleries to the right to learn more about my key research endeavors.


Contact
david.a.parkinson@northumbria.ac.uk
03.StoryCraft Pro: Storytelling Card Tool

Physical Product
Storytelling Tool
2024 Commercialisation Activity

Northumbria University
Internal Funding
Sold Out
StoryCraft Pro is a practical, card-based tool designed to help design and innovation teams apply storytelling strategically during the early stages of new product development. Grounded in academic research, the deck provides structured prompts and narrative frameworks to support concept generation, user engagement, and clearer communication of ideas. Used in both industry and education, StoryCraft Pro empowers teams to explore richer, more human-centred design outcomes. Already in use across a range of projects and institutions, it’s a proven resource for creative collaboration. If you’re interested in using StoryCraft Pro, please get in touch to request a copy.