Never make Users Feel Dumb

I’d like to take a moment here to point out that though the focus of this chapter is on Core Drive 2: Development & Accomplishment, it is almost impossible to evaluate a good experience or product without considering the other seven Core Drives, as they intricately work together to create a unified and motivating experience. Even though the success on Amazon is seen through many other Core Drives, such as Scarcity & Impatience, as well as Empowerment of Creativity & Feedback, let’s refocus back on the theme of Development and Accomplishment.

Beyond improving one’s ranks and obtaining badges, a very important type of emotional accomplishment is to “feel smart.” We all like to feel capable and competent, and feelings of being incompetent or powerless can create some of the most scarring moments of our lives.

A product that makes users feel stupid, no matter how great the technology, is often a failing product....