Creators & Casual Users

And building creative tools for both groups.

Recently, I had a conversation with a friend who builds software for artists at Pixar: when we build creative tools, we can either build for creators or casual users. When we try to solve for both groups, we end up with something that isn’t effective for anyone. After talking about it more, here’s the general framing we came up with…

Creators want options. While ease of use is important, it’s not as important as giving creators everything they need to bring their visions to life. When a creative tool is sophisticated enough for experienced creators, it’s no longer approachable for casual users. Think of Maya, Houdini, or After Effects— powerful pieces of software for experts, but a dizzying mess of features for everyone else.

Casual users want outcomes. As long as the final product meets or exceeds their expectations, it doesn’t matter if their options are limited. Apps like PicCollage have a fixed set of fonts, backgrounds, and stickers, but that’s more than enough for most people. The tool makes it possible to create appealing work with minimal effort, and that’s what matters most to their target audience.

While tools for casual users appeal to more people, the output quality will be bound by what the tool offers. Tools for professional creators won’t be as limited, but their complexities exclude people who are just getting started. Knowing the game you’re playing is the prerequisite to winning— if you enjoy building creative tools, knowing who you’re building for may be the first step to making something great.