Marczewski's User Type Workshop #GWC14


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

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Marczewski's User Type Workshop #GWC14

  1. 1. © 2014 Developing gamified solutions with User Types Workshop Andrzej Marczewski
  2. 2. © 2014
  3. 3. © 2014 User Types
  4. 4. © 2014 User Types Player Achiever Free Spirit Reward Schedule Disruptor Philanthropist Socialiser General
  5. 5. © 2014 Anatomy of the cards Primary User Type Description Supporter Number Name ????? Icon
  6. 6. User EEEE Journey: © 2014 ACTIVITY TIME Enrol Enthuse Endear Engage
  7. 7. User EEEE Journey: © 2014 Enrol Enthuse Engage Getting Started Enthusiastic Usage Engaging Enthuse Goal & Beyond
  8. 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. 9. User EEEE Journey: User Reviews © 2014 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. 10. Action / Activity Next Step Activity Loops © 2014
  11. 11. Action / Activity Action / Activity Activity Loops © 2014
  12. 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. © 2014
  13. 13. © 2014 Download the full Marczewski Method Pack Thank You!