Slides to accompany my Gamification User Types workshop at Gamification World Congress 2014. Includes links to the worksheets and workbook.

1. © gamified.co.uk 2014
Developing gamified solutions with
User Types
Workshop
Andrzej Marczewski

2. © gamified.co.uk 2014
http://voice.adobe.com/v/BWVs4B7YPLt

3. © gamified.co.uk 2014
User Types

4. © gamified.co.uk 2014
User Types
Player
Achiever
Free Spirit
Reward Schedule
Disruptor
Philanthropist
Socialiser
General

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Anatomy of the cards
Primary User Type
Description
Supporter Number
Name
?????
Icon

6. User EEEE Journey:
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ACTIVITY
TIME
Enrol
Enthuse
Endear
Engage

7. User EEEE Journey:
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Enrol
Enthuse
Engage
Getting Started
Enthusiastic Usage
Engaging Enthuse
Goal & Beyond

8. Title: User Review Site
What
What are you gamifying. Describe the problem.
Why
Why are you doing it - Describe the desired outcome.
Who
Who is the target audience. Describe who they are and
why they might engage.
Gather
Record the reasons for what you are doing and who will
be involved.
Act
Describe how you will gamify this part of the users
journey.
Measure
Describe what your metrics are and measures of
success.
User Types
What user types are you expecting or trying to
encourage in each phase.
Enrol
Describe what the first phase of the users journey looks
like. Describe what they first experience and what
elements and mechanics will help them get started.
Enthuse
Now that the user is on board, give them
encouragement to keep going and using the system.
This phase may see accelerated use. This may be the
same activities as the Engage phase.
Engage
After the initial excitment has died down, what
elements, mechanics and ideas are you going to use to
keep the user engaged. You have to reduce any
reliance on points and badges at this phase.
Endear / Enrich
What will your users stay for and how will you
encourage longevity of the system?
We need more reviews
on the site
We find people respond
better to customer
reviews
Potential reviewers
Tutorial with simple
activities – rating
other people reviews.
Points & Badges
Completion of tutorial
and associated tasks
1. Players
2. Achiever
3. Philanthropist
Use leaderboards &
random rewards to
keep user active.
Progress.
Continued rating
activity as well as
exploring commenting
1. Players
2. Philanthropist
Open full access to
commenting and
reviewing. Progress and
Feedback
Comments and new
reviews
1.Philanthropists
2. Socialisers
Extra access to help
mentor other users.
Forums for experts to
help each other as well
Forum activity. New
reviews. More rating
and more users
onboarding
1. Socialisers
2. Philanthropists

9. User EEEE Journey: User Reviews
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Enrol
Enthuse
Engage
Getting Started
Enthusiastic Usage
Engaging Endear
Goal & Beyond
User registers
and learns the
basics of the
system
Get users
rating other
peoples reviews
and starting to
explore the
system
Users should be
commenting as
well as rating
at this stage
Adding reviews
and helping
other users

10. Action / Activity
Next Step
Activity Loops
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11. Action / Activity
Action / Activity
Activity Loops
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12. Scenario 1
Your company has a Knowledge Management system. However, they want to
improve the quality of content on the site.
1. A lot of content is out of date.
2. Some content is very low quality
3. Users are not tagging or categorising documents correctly – so it is hard to find
anything.
4. Users that are, are not willing or able to help those that do not
Can you design a gamified approach to solving some or all of these issues?
Scenario 2
You work for drinks company. Recently sales have been slumping. Your bosses
want you to try and create an innovative campaign to try and increase not just sales
but the overall awareness of the brand. Their current marketing is aimed at 16 to 34
year olds.
Come up with a gamified solution that will either increase sales by building brand
loyalty, increase brand awareness or both.
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13. © gamified.co.uk 2014
http://bit.ly/gwc14guk
Download the full Marczewski Method Pack
Thank You!