Gamification User Type Hexad Evolution

© 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


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!


Structured

Material

Non - Material

Unstructured

Philanthropists

Free Spirits

Socialisers

Achievers

Mastery Autonomy

Relatedness Purpose

User Types – Gain / Structure


User Types – Gain / Acting on – not quite right!

Users

Material

Non - Material

System

Free SpiritsAchievers

PhilanthropistsSocialisers


UN-STRUCTURED

NON-MATERIAL

SYSTEMUSERS

STRUCTURED

MATERIAL

Socialisers

Free Spirits

Philanthropists

Achievers

4 User Types – Gain / Acting on / Structure


INTERACTING

NON-MATERIAL

SYSTEMUSERS

ACTING

MATERIAL

Philanthropists

Free Spirits

Socialisers

Achievers

4 User Types – Gain / Acting on


ExploiterFree Spirit Reward+ =

ConsumerAchiever Reward+ =

Self SeekerPhilanthropist Reward+ =

Socialiser Reward+ = Networker

The Player User Type Expanded


USERS

ACTING

INTERACTING

SYSTEM

Free Spirit

Achiever

Socialiser

Philanthropist

User Types – Acting On / Intrinsic


USERS

ACTING

INTERACTING

SYSTEM

Exploiter

Consumer

Networker

Self Seeker

User Types – Acting On / Extrinsic


8 User Types of Gamification

USERS

Networkers

INTERACTING

EXTRINSIC

SYSTEM

ACTING

Socialisers

Philanthropists

INTRINSIC

Self Seekers Consumers

Free Spirits

Exploiters

Achievers


Andrzej’s 8 User Types

Purpose

Autonomy

Mastery

Relatedness / Social

Reward

Free Spirits

Socialisers

Achievers

Philanthropists

Consumers

Networkers

Exploiters

Self Seekers

Primary

Secondary

Motivations


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 ConnectionsVirtual Goods Points

Virtual Goods

BadgesVirtual Goods

Exclusive ContentBadgesVirtual Goods Points

Visible Status


Starting to play with 4Keys2Fun


I Stuck with this one for quite a while.


Trying too hard to be different!


User Types Development Ideas


Autonomy

Mastery

Relatedness

Intrinsic

Purpose

ExtrinsicTypes of Motivation

Points Badges

Leaderboards


USERS

ACTING

INTERACTING

SYSTEM

Intrinsically Motivated User Types

Free Spirits

Philanthropists Achievers

Socialisers

Intrinsic


USERS

ACTING

INTERACTING

SYSTEM

Extrinsically Motivated User Types

Exploiter

Self Seeker Consumer

Networker

Extrinsic


Then I discovered Disruptors!


Disruptor

Player

Phila

nthr

opis

tAchiever

Socialiser Free

Spi

rit

Acting

Interacting

SystemUsers

I miss fuzzy duck!


Finally!!!

Gamification User Type Hexad Evolution

Business

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