marczewski's user type workshop #gwc14

© gamified.co.uk 2014

Developing gamified solutions with User Types

Workshop

Andrzej Marczewski


http://voice.adobe.com/v/BWVs4B7YPLt

http://voice.adobe.com/v/BWVs4B7YPLt


User Types


User Types

Player

Achiever

Free Spirit

Reward Schedule

Disruptor

Philanthropist

Socialiser

General


Anatomy of the cards

Primary User Type

Description Supporter

Number

Name

?????

Icon

User EEEE Journey:


AC

TIV

ITY

TIME

Enrol

Enthuse

EndearEngage

User EEEE Journey:


Enrol

Enthuse

Engage

Getting Started

Enthusiastic Usage

Engaging Enthuse

Goal & Beyond

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.

GatherRecord the reasons for what you are doing and who will be involved.

ActDescribe how you will gamify this part of the users

journey.

MeasureDescribe what your metrics are and measures of

success.

User TypesWhat user types are you expecting or trying to

encourage in each phase.

EnrolDescribe 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.

EnthuseNow 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.

EngageAfter 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 / EnrichWhat 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. Players2. Achiever3. Philanthropist

Use leaderboards & random rewards to keep user active. Progress.

Continued rating activity as well as exploring commenting

1. Players2. Philanthropist

Open full access to commenting and reviewing. Progress and Feedback

Comments and new reviews

1.Philanthropists2. 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. Socialisers2. Philanthropists

User EEEE Journey: User Reviews


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

Modifier

Response

Reward

Action / Activity

Next Step

Activity Loops

User rates

review

At Level X Unlock

Commenting


Modifier

Response

Reward

Action / ActivityAction / Activity

Activity Loops

User rates review


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 quality3. 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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marczewski's user type workshop #gwc14

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