Using this mapping workflows can be optimized for personality types that may be accurately described one way in the beginning of the process and another way further along in the process. For this project, we are designing a purchase process for online video games. This process allows us to identify the types of gamers in the game play and be able to carry that over to a mapped personality type in the checkout process. Here is the mapping we’ll be using:

Mapping

Of course, this method is applicable to personality types in any context. The personality types for this application are taken from Lazarro’s game personality types and Eisenberg’s e-commerce personality types. Here they are for reference.

Altered States¹
Players treasure the enjoyment from their internal experiences in
reaction to the visceral, behavior, cognitive, and social properties. These players
play for internal sensations such as Excitement or Relief from their thoughts and
feelings.
• Clearing my mind by clearing a level
• Feeling better about myself
• Avoiding boredom
• Being better at something that matters

Easy Fun¹
Players enjoy intrigue and curiosity. Players become immersed in games
when it absorbs their complete attention, or when it takes them on an exciting
adventure. These Immersive game aspects are “Easy Fun” and generate emotions
and experiences of Wonder, Awe, and Mystery.
• Exploring new worlds with intriguing people
• Excitement and adventure
• Wanting to figure it out
• Seeing what happens in the story, even if I have to use a walk through
• Feeling like me and my character are one
• Liking the sound of cards shuffling
• Growing dragons

The People Factor¹
Players use games as mechanisms for social experiences.
These players enjoy the emotions of Amusement, Schadenfreude, and Naches
coming fromthe social experiences of competition, teamwork, as well as opportunity
for social bonding and personal recognition that comes from playing with others.
• It’s the people that are addictive not the game.
• I want an excuse to invite my friends over.
• I don’t like playing games, but it’s a fun way to spend time with my friends.
• I don’t play, but it’s fun to watch.

Hard Fun¹
Players like the opportunities for challenge, strategy, and problem
solving. Their comments focus on the game’s challenge and strategic thinking and
problem solving. This “Hard Fun” frequently generates emotions and experiences of
Frustration, and Fiero.
• Playing to see how good I really am
• Playing to beat the game
• Having multiple objectives
• Requiring strategy rather than luck

Compared to the Eisenberg’s personality types:

Methodical²
• Order
• Neatness
• Facts
• Attention to detail
• Accuracy in reporting
• Credibility
• Data
• Truth

Spontaneous²
• Enjoyment
• Adventure
• Authenticity
• Internal integrity
• Honesty
• Values
• Opinions
• The big picture
• Personal detail

Humanistic²
• Belonging
• Cooperation
• Giving
• Caring
• Service to others
• Creativity
• Entertainment
• Acceptance
• Freedom
• The big picture

Competitive²
• Competence
• Understanding
• Control
• Curiosity
• Challenges
• Meeting goals
• Motivation
• Achieving success

1. Lazzaro, N. 2004. “Why We Play Games: Four Keys to More Emotion Without Story” www.xeodesign.com/xeodesign_whyweplaygames.pdf

2. Eisenberg, B., J. Eisenberg, and L. Davis. 2006. Call to Action: Secret Formulas to Improve Online Results. Nashville: Thomas Nelson.