While mobile has opened up countless new storytelling possibilities, it has also raised unique sets of challenges and questions. How long is an average mobile story session and how do you design a narrative structure around it? What kind of data will tell you if people are actually enjoying your story, if any? How can you create stories that give audiences more agency? What do mobile users really value in a story? These are all questions that 'Episode', which features tens of thousands of interactive mobile-native stories, has been working on. In short, the team at Pocket Gems found that designing great interactive fiction on mobile requires adopting the classic principles of storytelling while breaking some rules to adapt to the new medium. This talk will detail how 'Episode' takes a story idea and designs it into a polished interactive mobile entertainment experience in three phases.