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This paper focuses on storytelling as a research tool for social sciences, especially for cultural anthropology. After a short review of the main methodological tools traditionally used in ethnography, with particular regard to observation and interview, we focus on collecting and crafting stories (ethnotelling) as suitable tools for conveying the relational nature of fieldwork. Drawing on the works of Orr, Chipchase, Marradi and Adwan/Bar-on, we show how stories – collected, mediated or made up – are valuable tools for representing experiences and identities. As a result, we suggest a different approach to user-experience design, based on the creation of "thick" environments enabling a whole range of possibilities, where users can imagine or live their own user-generated experiences.