I like how this describes the process for a web service.

Experience ThemesHow a storytelling method can help unify teams and create better productsby Cindy Chastain on 2009/10/06 | [14 Comments]There’s an old adage among screenwriters that when a writer can sum up a story in a sentence or less, he has discovered what’s important about the story. He’ll know what the story is about and therefore have a strong sense of theme. And in knowing the theme, he’ll have a compass to use in the process of “designing” the damn thing

via Experience Themes – Boxes and Arrows: The design behind the design.