Designing for different

types of users

Andrzej Marczewski

@daverage

gamified.uk

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Player Types

Bartle Playnomics

Kim Lazzaro

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Meant for games

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And people who look like this

By Timothy Saccenti and Mr Toledano

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Not the real world

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And people who look like this

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Bartle's Types

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Bartle's Types

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Gamification User Types Hexad

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Some stuff is pretty universal

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Gamification User Types Hexad

Relatedness

Autonomy

Mastery

Purpose

RAMP FrameworkIntrinsic motivation framework

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Purpose

Serious Fun

Meaning

Care-taking

Access

Collect & Trade

Gifting / Sharing

Sharing Knowledge

Philanthropist

Supporting User Types

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Autonomy

Easy Fun

Exploration

Branching Choices

Easter Eggs

Unlockable Content

Creativity Tools

Customisation

Free Spirit

Supporting User Types

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Mastery

Hard Fun

Challenges

Certificates

Learning / New Skills

Quests

Levels / Progression

Boss Battles

Achiever

Supporting User Types

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Relatedness

People Fun

Guilds / Teams

Social Network

Social Status

Social Discovery

Social pressure

Competition

Supporting User Types

Socialiser

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Reward

Points / XP

Physical Rewards / Prizes

Leaderboards

Badges / Achievements

Virtual Economy

Lottery / Game of Chance

Player

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Supporting User Types

Change

Innovation Platform

Voting / Voice

Development Tools

Anonymity

Light Touch

Anarchy

Disruptor

Supporting User Types

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Spread of Types

41% 20% 15%

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Spread of Types

9% 8% 7%

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Spread of TypesBased on survey of over 1600 people

Achiever41%

Socialiser20%

Free Spirit15%

Philanthropist9%

Disruptor8%

Player7%

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Everyone is different!

Plan for that if you

want to succeed

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Thank you!!

Andrzej Marczewski

@daverage

gamified.uk