Purpose: To study the narrative characteristics and narrative strategies of new media display design. Method: By the way of introducing the related theories and concepts of narratology into the new media display design, combined with actual cases and literature, this paper summarizes the narrative elements, narrative characteristics and narrative structure of new media display design, and then explores the new media display design of new methods, new strategies. Conclusion: New media display makes use of information technology, digital technology, intelligent equipment and other cutting-edge scientific and technological achievements to create the space environment, of which narrative style is characterized by cross-media narration, dynamic narration and participatory narration. Narrative method can be started and designed with project planning and design from three aspects: establishing narrative key words, organizing reasonable narrative structure and selecting appropriate narrative media, so as to bring "story" deep memory and immersion experience to the audience.

In recent years, Chinese animation has been rising, and many well-made animation films have emerged. However, most of its companies fail to design based on user experience, resulting in poor sales and slow development of the animation derivatives industry. This paper mainly starts from the design methods of user experience, discusses the development status of animation derivatives based on user experience, explores the problems existing in China's current animation derivative industry, and finally studies the design strategy of animation derivatives experience through market analysis.