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The Playful Experiences (PLEX) framework is a categorization of 22 experiences that has been used to design for and evaluate aspects of playfulness. The design activities performed using PLEX have been conducted mostly within an academic research context. This paper investigates through three studies how to design for and evaluate playful user experiences in business at three stages of the design process: idea generation, conceptualization, and evaluation. Based on the findings, opportunitiesdoi:10.1145/2851581.2892332 dblp:conf/chi/MekkyL16 fatcat:rni7wi5dqnh4lmxsha32tib7ba