In 2013, the MailChimp UX team started an enormous redesign of the web app. Mobile web traffic was growing quickly and user research showed that people wanted access to MailChimp from a range of devices and contexts throughout the day no matter where they were. Customer interviews and a broad study of how mobile devices shape culture lead to a vision for the future of MailChimp. To show our team the story of the experience we wanted to build, we wrote a script, hired actors, and created a short video portraying the use cases and workflow our future app would enable. The video didn’t show a new UI, just a way of working.