This study has contributed to bridging a substantial research gap in emotional experiences, informal online learning, and website design knowledge. The study has used a large data set and rigorous qualitative analysis to show what real-world users think is needed for enjoyable online experiences, such as novelty, harmonization, no time constraints and proper facilitations and associations. Among the more novel insights are that users suggest strong storylines, mood building, fun in learning and social interactions are important design guidelines for informal learning environments.