A top selling wordgame, selling across stores by funskool
Product design Intern
Design Research and Board game design
Project summary
Launched in 2022 by Funskool India, through ethnographic research and naturalistic observation, I identified that traditional word games often alienate non-experts. I developed a solution that hybridizes familiar spatial mechanics with linguistic goals, successfully decoupling vocabulary depth from strategic success.
Commercial Success:
Sold 7,000+ units in the first five months, remains a top-seller.
Global Recognition: Often Displayed on shelves at the biggest trade shows around the world such as Spielwarenmesse eG 2026, Germany, and the New York Toy Fair in 2024
⚠️ Games should be fun, however…
Traditional word games often harbor an aura of exclusivity that triggers feelings of shame in those who struggle with spelling. I tracked a consistent pattern: when vocabulary is the only metric for success, the joy of play starts to fade for the novice.
Ethnographic Observation
Ethnographic Observation of existing word games: Research was conducted through naturalistic observation at sites where board games are habitually played, including private homes and social gaming hubs. This method captured affective states and internal feelings that users often fail to verbalize in traditional surveys or interviews.
Design Brief
Create a word game with emphasis on spatial strategy in addition to vocabulary depth.
Hover to Interact with the Market Gap Analysis Matrix
Constraints
- Manufacturing: The design was strictly required to utilize existing injection molds (frames and grid) to eliminate new tooling costs.
- Timeline: A fixed 2-month internship cycle to move from paper concept to a production-ready concept.
Finally! A word game where you dont need to be a wordsmith to win.
I created Word Build to decouple linguistic depth from winning, replacing the fear of 'not knowing enough' with the thrill of strategic, spatial mastery.
Findings from Observation
① Expert Dominance:
Traditional games reward vocabulary size so heavily that non-experts stop trying.
② Knowledge Barriers:
Frequent players unintentionally "gatekeep" the fun, making the game feel unwelcoming to guests.
③ The Fear Factor:
Observed players physically pulling away from the table and avoiding eye contact, paralyzed by the pressure to "know" the right words.
The Solution
Decoupling skill from Success
Based on insights and constraints, it was decided that the game had to balance word knowledge with strategic gameplay elements. After experimenting with multiple game mechanics, the vertical grid seemed to be the most fun experience, the similarity to the 4 in a row game also brought instant familiarity, making the game approachable while opening up new tactical possibilities beyond vocabulary alone, that dealt with vertical stacking, spatial thinking, as well as the ability to read backwards.
The game solves "the wordsmith monopoly" by introducing spatial constraints. By moving word-building into a vertical 3D space, players must account for gravity and tactical positioning. This ensures that a novice with better board awareness can outmaneuver an expert attempting to create complex and long words based on theirsuperior vocabulary.
Heres how to play:
Strategic Mechanics
What makes this game different from other word games?
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① Multi-Directional Scoring
Players can score horizontally, vertically, and diagonally. This shifts the advantage from vocabulary depth to spatial awareness, letting novices outmanoeuvre experts.
② Territory Strategy
You score points on your side of the board, regardless of who spelled the word. This makes every move a defensive calculation.
③ Strategic Blocking
④ Risk & Rewards
You score points on your side of the board, regardless of who spelled the word. This makes every move a defensive calculation.
High-value tiles (Z, Q, X, J) reward kids for attempting difficult words with huge score jumps.
Initial playtesting with makeshift game components
Commercial Impact
7,000+ Units Sold ( in the first 5 months)
4.2★ Amazon Ratings
Global Reach
The commercial and critical success of Word Build validates the research-backed approach to design.
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