Developing User Types Hexad
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The document traces the development process of creating a user types hexad by Andrzej Marczewski. It shows early versions with different configurations of user types grouped according to motivations and behaviors. Over multiple iterations, the model evolved from having 6 types to 8 types, and the types were refined. The final version classified 8 user types based on intrinsic versus extrinsic motivation and acting within or interacting with the system.
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Developing User Types Hexad
- 1. © Andrzej Marczewski 2015 Developing the User Types Hexad • An idea takes time and work to become something usable or useful. • The following slides show some of the development process I went through creating the User Type Hexad... • Enjoy
- 2. © Andrzej Marczewski 2015 Willing to “Play” Not Willing to “Play” Purpose Autonomy Mastery Relatedness / Social Rewards Philanthropist Achiever Free Spirit Socialiser Player User Types and Motivators The first version!
- 3. © Andrzej Marczewski 2015 Structured Material Non - Material Unstructured Philanthropists Free Spirits Socialisers Achievers Mastery Autonomy Relatedness Purpose User Types – Gain / Structure
- 4. © Andrzej Marczewski 2015 User Types – Gain / Acting on – not quite right! Users Material Non - Material System Free Spirits Achievers Philanthropists Socialisers
- 5. © Andrzej Marczewski 2015 UN-STRUCTURED NON-MATERIAL SYSTEMUSERS STRUCTURED MATERIAL Socialisers Free Spirits Philanthropists Achievers 4 User Types – Gain / Acting on / Structure
- 6. © Andrzej Marczewski 2015 INTERACTING NON-MATERIAL SYSTEMUSERS ACTING MATERIAL Philanthropists Free Spirits Socialisers Achievers 4 User Types – Gain / Acting on
- 7. © Andrzej Marczewski 2015 ExploiterFree Spirit Reward + = ConsumerAchiever Reward + = Self SeekerPhilanthropist Reward + = Socialiser Reward + = Networker The Player User Type Expanded
- 8. © Andrzej Marczewski 2015 USERS ACTING INTERACTING SYSTEM Free Spirit Achiever Socialiser Philanthropist User Types – Acting On / Intrinsic
- 9. © Andrzej Marczewski 2015 USERS ACTING INTERACTING SYSTEM Exploiter Consumer Networker Self Seeker User Types – Acting On / Extrinsic
- 10. © Andrzej Marczewski 2015 8 User Types of Gamification USERS Networkers INTERACTING EXTRINSIC SYSTEM ACTING Socialisers Philanthropists INTRINSIC Self Seekers Consumers Free Spirits Exploiters Achievers
- 11. © Andrzej Marczewski 2015 Andrzej’s 8 User Types Purpose Autonomy Mastery Relatedness / Social Reward Free Spirits Socialisers Achievers Philanthropists Consumers Networkers Exploiters Self Seekers Primary Secondary Motivations
- 12. © Andrzej Marczewski 2015 Free Spirits Socialisers Achievers Philanthropists Consumers Networkers Exploiters Self Seekers Social Status Social Connections Quests Customisation Giving Exclusive Content Points Badges Leaderboards Levels Unlockable Content Social Status Social Connections Virtual Goods Points Virtual Goods BadgesVirtual Goods Exclusive Content BadgesVirtual Goods Points Visible Status
- 13. © Andrzej Marczewski 2015 Starting to play with 4Keys2Fun
- 14. © Andrzej Marczewski 2015 I Stuck with this one for quite a while.
- 15. © Andrzej Marczewski 2015 Trying too hard to be different!
- 16. © Andrzej Marczewski 2015 User Types Development Ideas
- 17. © Andrzej Marczewski 2015 Autonomy Mastery Relatedness Intrinsic Purpose Extrinsic Types of Motivation Points Badges Leaderboards
- 18. © Andrzej Marczewski 2015 USERS ACTING INTERACTING SYSTEM Intrinsically Motivated User Types Free Spirits Philanthropists Achievers Socialisers Intrinsic
- 19. © Andrzej Marczewski 2015 USERS ACTING INTERACTING SYSTEM Extrinsically Motivated User Types Exploiter Self Seeker Consumer Networker Extrinsic
- 20. © Andrzej Marczewski 2015 Then I discovered Disruptors!
- 21. © Andrzej Marczewski 2015
- 22. © Andrzej Marczewski 2015 Disruptor Player Acting Interacting SystemUsers I miss fuzzy duck!
- 23. © Andrzej Marczewski 2015
- 24. © Andrzej Marczewski 2015 Finally!!!
Notas del editor
- Exploiters Act on Users for Material Gain Hackers Act on the System for Material Gain Marketers Interact with Users for Material Gain Consumers Interact with System for Material Gain Guides Act on Users for No Material Gain Administrators Act on the System for No Material Gain Friends Interact with Users for No Material Gain Explorers Interact with System for No Material Gain
- Exploiters Act on Users for Material Gain Hackers Act on the System for Material Gain Marketers Interact with Users for Material Gain Consumers Interact with System for Material Gain Guides Act on Users for No Material Gain Administrators Act on the System for No Material Gain Friends Interact with Users for No Material Gain Explorers Interact with System for No Material Gain
- Exploiters Act on Users for Extrinsic Reward Materialists Act on the System for Extrinsic Reward Networkers Interact with Users for Extrinsic Reward Consumers Interact with System for Extrinsic Reward Philanthropists Act on Users for Intrinsic Reasons Achievers Act on the System for Intrinsic Reasons Socialisers Interact with Users for Intrinsic Reasons Explorers Interact with System for Intrinsic Reasons