game thinking uie 2016 keynote
TRANSCRIPT
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Today’s Guest:
Amy Jo KimCEO at Shufflebrain@amyjokim
Turbo-charge your product design with
Game Thinking
Welcome
I’m glad you’re here
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Is this you?
• need to accelerate early design process
• tough to filter & apply all the feedback
• hard to make a stripped-down MVP
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What You Will Learn
Actionable techniques for creating
a better product in less time
with Game Thinking
• Social Game Designer
• Entrepreneur
• Startup Coach
Amy Jo Kim, Ph.D.
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• Social Game Designer
• Entrepreneur
• Startup Coach
Amy Jo Kim, Ph.D.
It all started
when I got laid off
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I launched
my own
digital
design
company
wrote a book
about
Community
Design
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then one day, I got the call
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Rock Band Players Apparently Have Better Music Perception
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we created a breakthrough hit
which led to more breakthrough hits
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design work for major brands
a VC-funded braingames startup
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hard lessons about early-stage innovation
& deep insights into Game Thinking
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then my
favorite client
issued
a challenge
we made 6 months of progress in 6 weeks
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& the Getting2Alpha system was born
Ideas
Design & Build
Product
Measure
Data
Learn
A faster, smarter way to test high-risk assumptions
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4 Strategies
for better, faster product design
Design your experience to evolve over time
Design is not just what it
looks like & feels like. Design is how it works.
Steve Jobs
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is for Enthusiastswhat is my customer’s end-to-end experience?
Discovery
Onboarding
Habit-Building
Mastery
how does it evolve over time?
is for Enthusiasts
Discovery
Discovery is for VisitorsIs this right for me? What’s the value proposition?
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is for EnthusiastsOnboarding is for Newbies
Discovery
Onboarding
How do I learn the ropes? When do I start getting value?
is for EnthusiastsHabit-building is for Regulars
Discovery
Onboarding
Habit-Building
What pulls me back? What am I getting better at?
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is for EnthusiastsMastery is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
Can I leverage the skills & knowledge I’ve built?
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
end-to-end customer journey
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is for EnthusiastsStage 1: Discovery is for Visitors
Social Discovery via Friends & Colleagues
is for EnthusiastsStage 1: Onboarding is for Newbies
Learn the ropes with a friendly bot
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is for EnthusiastsStage 1: Habit-building is for Regulars
Customized group chat with emojis, bots & integrations
is for EnthusiastsStage 1: Mastery is for Enthusiasts
Launch a channel, program a bot, integrate your app
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Create an experience that gets better as your customers become more skilled
Wanna build a product people come back to?
Fun is just another
word for learning.
Raph Koster author, A Theory of Fun
Find the fun in your Core Loop
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Fun means different things to different people
What is a game?
a system in which players engage in an artificial conflict, defined by rules, that results
in a quantifiable outcome* * Source: Rules of Play
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Zero-Sum Game
We are opponents
I Win You Lose
Head-to-Head Battles War Simulations
Rank-Ordered Competitions Gambling
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a structured experience with rules and goals that’s fun to play together*
* Source: The Player’s Journey (forthcoming)
We are partners
Non-Zero-Sum Game
Win-Win Lose-Lose
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Martial Arts Charity Walk
Double Dutch Pictionary
What kind of fun are your customers looking for?
Do they want to be partners? or opponents?
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In a loop, you’re learning a skill and
updating your mental model. That’s what leads to
player delight. Dan Cook
co-founder, Spry Fox
Fake landing page?
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Fake landing page? XOperant Conditioning AKA Skinner Box?
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XOperant Conditioning AKA Skinner Box?
Skill-building =
making customers more awesome
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Skill-building =
making customers more awesome
Core Loop = skill-building habit loop
Skill-Building Core Loop
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Core Loop = your Day 21 experience
Finding the fun in a team collaboration tool
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Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your channel &
expressions
Activity Chain
Feedback & Progress
Investment Path
Internal Trigger
Core Loop
Engaged Trigger
Check Notifications
Skill-building =
making customers more awesome
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Core Loop =
making customers more skillful
Start with a skill-building Core Loop
Wanna build long-term engagement?
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Connect with your super-fans
“Create something that a few people love - even if most people don’t get it right away”
Paul Buchheit Partner, Y-combinator
Crossing the Chasm Geoffrey Moore, 1991
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Everett Rogers, 1961
Innovation Diffusion Theory
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To cross the chasm…
Find & delight
a few passionate
early customers
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small, high-learning experiments
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solve a real problem for a small group
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Find & delight your Superfans
Wanna accelerate innovation?
Build your roadmap with Game Thinking
You can use an eraser on the drafting table or a sledge hammeron the construction site
Frank Lloyd Wright Architect
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skill-building makes your customers more awesome
game thinking helps them leverage their skills
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Game Thinking Roadmap
X-axis: customer’s journey
Game Thinking Roadmap
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Y-axis: developer’s journey
X-axis: customer’s journey
Game Thinking Roadmap
Finding the fun in a co-op music game
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PartyTime! urge for a fun social activity
Play a Song Together
Get your Score, Accolades, $$
get better, play harder songs & bigger venues
Core Loop
Feedback & Progress
Investment Path
Activity
Internal Trigger
Beat the Song
Engaged Trigger
Finding the fun in a team collaboration tool
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Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your channel &
expressions
Activity Chain
Feedback & Progress
Investment Path
Internal Trigger
Core Loop
Amy Jo’s MVP methodology is fantastic. The ROI you’ll see is a no-brainer.
Ofer Leidner President, Happify
Case Study:
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CHALLENGE
build prototype
identify early customers
prove business model
SHORTCUTS
clarify product strategy
find passionate customers
prototype Core Loop
Skill-Building Core Loop
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RESULTS
iterated product with customer insights
market leader in digital happiness
4 Strategies for smarter, faster product design
3 Connect with your Superfans
Design your product to evolve over time1
2 Find the fun within your Core Loop
4 Build your roadmap with Game Thinking
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What if you could…
• Accelerate your early product development?
• Talk with EXACTLY the right customers early on?
• Turn those insights into a simple yet compelling MVP*?
• Do all of this in just a few weeks?
*Minimum Viable Product
Amy Jo helped us create our MVP in record time. An invaluable investment that’s still paying off.
Ranan Lachman CEO, Pley
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This program gave me a framework for turning my startup ideas into concrete reality. I’m now pursuing my idea full-time.
Megan Berwick CEO, Sunreach
This program gave me the skills and confidence to build a product that our customers love & need.
Amanda Pouchot Co-Founder, stealth startup
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getting2alpha.com/masterclass
Ready to accelerate product/market fit?
let’s stay in touch @amyjokim
amyjokim.com
getting2alpha.com