Scrollytelling as an interactive narrative form with Malte Knaack
Online Magazine EnergieWinde
For the online magazine ‘EnergieWinde’, Malte Knaack illustrated and animated the success story ‘How wolves saved Yellowstone National Park’ in an animated scrollytelling format - a simple but ingenious animation technique for presenting stories online: While reading, the user controls the dynamic display of images, videos and infographics that support the text by scrolling the page itself. But how can scrollytelling be used to convey content in an understandable and interactive way? We asked Malte a few questions about this:
How is the user experience designed to be interactive and intuitive in the scrollytelling format?
The special thing about scrollytelling is that users control the story by scrolling - a familiar principle from websites and text documents. Not only does the text move, but also accompanying animations, infographics and illustrations. The key is to use these animations in a targeted and meaningful way so that they support the story without distracting from the content.
How did you approach this project? Was the topic of scrollytelling new to you?
I was already familiar with the scrollytelling format from online reports in the New York Times and always found it appealing. It makes it possible to visually support complex topics that are told via text. I have always been fascinated by the interplay of images, typography and layout in printed editorial. Scrollytelling expands these possibilities in the digital world through animation, allowing information to be conveyed even more vividly.
I suggested the format to my friend and editor Volker Kühn and he found it very exciting - he had the idea of telling the story of the Yellowstone wolves and trying out the format for us. As it is a topic about biodiversity, it also fitted in with the stories he writes for the online magazine EnergieWinde, and we had the opportunity to offer it there.
What were the considerations behind the visual design of the illustrations in order to make the story of the wolves appealing and understandable?
We deliberately opted for a minimalist drawing style that still looks fresh and lively. The colour scheme is based on the company's CI colours. Instead of working with classic nature photography, we wanted to tell the story using visual cues - for example, footprints show the interaction of animals in the ecosystem, while cartridge cases symbolise the tracks of hunters.
I also created a stylised illustration of Yellowstone National Park. Although photos would have depicted the landscape realistically, they would not have visualised the complex interdependence between animal species and plants.
What technical or creative challenges did you face when realising the scrollytelling project?
There are now many editors for scrollytelling that offer various visualisation options. Many are based on templates into which videos and images can be integrated. However, despite customisation options, these templates often restrict creative freedom. I therefore looked for an editor that offers both the greatest possible flexibility and technical feasibility.
Are there elements that are specifically built in to keep users in the story for longer?
The most important goal is to tell the story in an exciting and visually appealing way. Controlling the animations through the scrolling movement ensures a playful interaction. If the reading experience is pleasant and the visual realisation is convincing, the audience stays in the story all by itself.
How long did it take to develop and realise the project from the concept phase to publication?
The length of time obviously depends on the scope of the story and the type of visual design - a scrollytelling project can be created in two days, but can also take a month, depending on how many illustrations and infographics need to be created specifically for it. As the Yellowstone story was a kind of prototype for us and I first had to familiarise myself with the editor, the implementation took a little longer.
Can scrollytelling also be used to implement more abstract topics, for example in an educational or scientific context?
Absolutely! Scrollytelling is ideal for making abstract or more complex content understandable - the decisive factor is that the topic is visualised intelligently. The animation is then an added bonus that makes the presentation even more impressive
To mark the 25th anniversary of the Renewable Energy Sources Act (EEG), Malte has created another scrollytelling for the online magazine EnergieWinde. Together with Volker Kühn (text) and Benedikt Grotjahn (infographics), he explains how the law came about - and the enormous impact it has had on the expansion of clean energy sources in Germany. Malte's layout and animations lend visual clarity, movement and depth to the retrospective and bring the history of the EEG to life in an impressive way.
Try it for yourself!
G+G Magazine of AOK
In addition to the Yellowstone story, Malte also created the illustrations and animations for another scrollytelling project that explains the so-called Morbi-RSA, a central element of statutory health insurance. Statutory health insurance is based on solidarity: all insured persons receive the same benefits, regardless of income, age or marital status. However, as health insurance funds have different numbers of members with different income and health profiles, their financial requirements vary. The Morbi-RSA (morbidity-oriented risk structure equalisation) ensures that the resources from the health fund are distributed fairly and that no financial imbalance arises.
The underlying procedure is highly complex, is adjusted annually and is usually difficult for many to understand - and this is exactly where scrollytelling comes into play: animated infographics and illustrative visualisations explain the mechanism clearly and make it clear why the Morbi-RSA is essential for the solidarity system.
Key Takeaways: Why Scrollytelling Elevates Storytelling
Scrollytelling is a dynamic form of digital storytelling that unfolds as the reader scrolls—a combination of narrative, animation, interactivity, and immersive design. Here are the core insights drawn from the blog post:
User-controlled storytelling: Readers navigate the visuals, text, animations, and infographics simply by scrolling, creating an intuitive and engaging experience.
Visual clarity through minimalism: In the Yellowstone “wolves” example, the illustrations use a reduced, clean line style and brand colors, while symbolic visuals (like footprints and cartridge shells) convey complex ecological dynamics effectively.
Balance of creativity and structure: While many scrollytelling editors rely on templates, achieving both creative freedom and technical feasibility can require custom tools or workflows.
Sustained engagement: Animations triggered by scroll actions encourage playful interaction. When executed well, the design keeps the reader absorbed in the story.
Adaptable to content complexity: Scrollytelling excels at rendering abstract or complex topics—such as biodiversity or healthcare financing—visually compelling and easy to understand.
FAQ: Frequently Asked Questions about Scrollytelling
What is scrollytelling?
Scrollytelling is an interactive storytelling technique where the narrative unfolds through scrolling, combining text, animation, infographics, illustrations, and other multimedia elements to guide the reader through an immersive experience.
Why is scrollytelling so effective?
It gives readers control over the pacing, enhances clarity via visual representation, and sustains attention through engaging, playful interaction.
Where does scrollytelling work best?
It’s well-suited for explaining complex topics—such as ecological narratives or healthcare systems—in an engaging digital format.
How do visuals contribute to understanding?
Minimalist styles and symbolic imagery help illustrate abstract concepts (like ecological interactions or financial mechanisms), offering clarity beyond realistic photography.
Are scrollytelling tools restrictive?
Many available editors are based on templates that may limit creativity. Choosing or customizing tools that balance visual freedom and technical feasibility is key.
Do scrollytelling experiences hold user attention?
Yes—scroll-controlled animations foster a playful, immersive experience that naturally retains the reader's engagement.
Can abstract or technical topics be adapted?
Absolutely. When designed intelligently and visually, scrollytelling makes abstract or technical content accessible and compelling
Want to present a complex topic in an exciting way?
We design interactive scrollytelling formats that convey content in a way that is understandable, visually appealing and user-centred.
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