This paper demonstrates how Goffman’s frame analysis is applied in a research on designers’ experience with Cloud based digital tools. At the base of Goffman’s structure is the ‘primary frame’ - in this case designers’ experience with computer based digital tools. These tools’ transition to the Cloud initiated by businesses are called ‘fabrications’. Goffman’s ‘structural issues in fabrication’ such as ‘retransformations’ and the ‘nature of recontainment’ are also discussed through contemporary examples. These fabrications are used or ‘keyed’ by ‘active agents’ from various design fields. The data collected showed different levels of understanding of Cloud technology and the application of various tools in everyday design practices. Thus, the interviewees were clustered into three groups - designers, developers and artists. Their experiences form the creative, technology and experimental frame derived from keying of the primary frame. Design researchers can selectively borrow elements from frame analysis’ complex structure to build an effective user experience narrative.