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Designing For Pleasure Instead of Against Pain by Aviel Ginzburg
1. Designing For Pleasure Instead of Against Pain
Peddling Pain-Killers with Word2 (Scrabb.ly)
With Aviel Ginzburg
2. Building Scrabb.ly
• Scrabb.ly was built in 48 hours as part of
Node JS Knockout.
• We built it because we wanted to do
something none of us had ever done
before.
• Without any game design experience, I
used what I had… B2B software design
experience… and approached it that way.
3. I Knew We Had Impossible Deadlines
• More about assumptions than research.
• Assumptions are almost always wrong
(especially in 48 hour competitions).
– Who is going to use our product?
– Why are they going to use our product?
– Why are they going to like our product?
• Without any expertise, I didn’t know how to
design an entertaining, pleasurable
experience.
4. The User We Imagine / Hope For
I have a need and you’re helping
me quickly and effectively! YOU
ROCK FOR MAKING MY LIFE
AWESOME!
• Generally happy disposition.
• Excited to use the product.
• Forgiving because you are making
life better.
5. The User We SHOULD Imagine
I hate the critical task I have to
perform and despite your help,
I’m still in pain! THANKS, BUT
YOU’RE ON THIN ICE!
• Generally unhappy disposition.
• Has a real problem that needs
solving.
• Unforgiving but willing to give you a
chance.
6. I Went With Assumptions I Was Comfortable With
• Doing something “cool” isn’t usually good enough.
• Design for a problem.
– Successful B2B software design is about pain reduction.
– Your product is valuable because it saves time and money.
– Your user is injured and your product is a pain killer.
• It’s easier to know what people won’t like than will like.
• You’re more excited about your product than your
users.
7. Who I Designed Scrabb.ly For
I’m sick of reviewing these half-
baked applications and am only
looking for flaws. WHY SHOULD
I GIVE YOU THE TIME OF DAY?
• Generally unhappy disposition.
• Is looking for things to be wrong
rather than right.
• Forgiving but barely willing to give
you a chance… you have 15 seconds
of attention.
8. Who Scrabb.ly is ACTUALLY For
We’re 250,000+ people who
want to spend hours and hours
distracting and amusing
ourselves with low barrier-to-
entry word games.
• Really happy to have a new game to
play.
• Excited to tell friends.
• Forgiving of everything.
9. Designing For The “Wrong” User Didn’t Matter
• My goals for reducing pain lowered the
barrier of entry to enjoyment.
– Use a simple and obvious decision tree.
– Make it as simple as possible to play.
– Utilize realism to convey “Scrabbleness”.
• There were some interesting side effects.
– Immersive, full posture game-play.
– An addictive flow through rhythmic user actions.
15. In Practice…
• When you don’t know how to please who
you’re designing for…
– Design for the user you know won’t like your
application.
– Design your application with critical judges in
mind, rather than happy users.
16. A Really Good Painkiller == Pleasure
• You can design for
pleasure by simply
protecting against pain.
• Effective pain reducing
design can result in a
new market of pleasure
seekers without the
problem that you are
addressing. (IE:
DropBox)