how to drive user engagement like slack, snapchat & kickstarter
TRANSCRIPT
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Slack, Snapchat & Kickstarterhow to drive user engagement like
Amy Jo Kim Ph.D. CEO, Shufflebrain © 2017 All Rights Reserved
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Do you sometimes wonder….
• if you’re asking the right questions to get to product/market fit?
• if you’ll find your passionate super-fans or lose out to your competitors?
• If you’ll avoid the “leaky bucket” syndrome with your innovation processes?
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Amy Jo Kim, Ph.D. Game Designer &
Startup Coach
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Ultima Online The Sims
Rock Band Covet Fashion
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Ultima Online The Sims
Rock Band Covet Fashion
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What You Will Learn Today
3 blind spots you need to avoid
to find product/market fit &
drive long-term engagement
with Game Thinking
What is this???
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Game Thinking ≠ Gamification
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“You keep using that word… I do
not think it means what you think it
means”
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what is
Game Thinking?
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what is
Game Thinking?
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what is
Game Thinking?
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what is
Game Thinking?
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what is
Game Thinking?
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what is
Game Thinking?
smarter, fasterinnovation
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3
Blind Spot #3 Falling in love with your idea
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What We Offer
resources workshops coaching
design servicesPeter Drucker
The best way to have a good idea is to have
lots of ideas
Linus Pauling Scientist
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don’t fall in love
with an idea;
fall in love with
solving a problem & learning from
your customers
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Blind Spot #2 building the wrong MVP
2
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Fun is just another word for learning
Raph Koster author, A Theory of Fun
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the best MVP is your Core Learning Loop
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1
Blind Spot #1 listening to the wrong customers
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Create something that a few people
love - even if most people don’t get
it right away
Paul Buchheit Partner, Y-Combinator
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find & leverage
your super-fans
then expand
from that base
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Journey to Mastery & Core Learning Loop
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In case you don’t know - Slack started out as the bare-bones in-house communications tool for a distributed team building an innovative co-op multiplayer game.
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a small, distributed development group
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When that game failed financially, Steward Butterfield - the team leader - pivoted and turned their in-house tool into a better, faster team communications product.
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is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
journey to mastery
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is for Enthusiastswhat is my customer’s end-to-end learning experience?
Discovery
Onboarding
Habit-Building
Mastery
how does it evolve over time?
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is for Enthusiasts
Discovery
Discovery is for VisitorsIs this right for me? What’s the value proposition?
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is for EnthusiastsDiscoveryis for visitors
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is for EnthusiastsOnboarding is for Newbies
Discovery
Onboarding
How do I learn the ropes? When do I start getting value?
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is for EnthusiastsOnboardingis for newbies
Learn the ropes with a friendly bot
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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 EnthusiastsHabit-building is for regulars
Customized group chat with emojis, bots & integrations
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is for EnthusiastsMastery is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
How can I leverage the skills & knowledge I’ve built?
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is for EnthusiastsMastery is for enthusiasts
Launch a channel, program a bot, integrate your app
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Help your customers get better at something that matters
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Create an experience
that gets better
as your customers become more skilled
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Learning Loop =
making customers more skillful
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CoreLearning Loop
Check Updates urge to connect with your team
Read & Respond to Updates
No More Updates Need my attention
Customize your channel &
expressions
Customized Notifications
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Check Updates urge to connect with your team
Read & Respond to Updates
No More Updates Need my attention
Customize your channel &
expressions
Engaging Activity
Internal TriggerRepeatable,
pleasurable activity
that satisfies an internal
urge or need
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Stage 1: Repeatable, pleasurable activity
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Check Updates urge to connect with your team
Read & Respond to Updates
No More Updates Need my attention
Customize your channel &
expressions
Simple Feedback
System promotes learning &
competence
Simple Feedback
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Stage 1: Simple, skill-building feedback
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Progression, investment &
engaged triggers
pull people back
Check Updates urge to connect with your team
Read & Respond to Updates
No More Updates Need my attention
Customize your channel &
expressions
Progress & Investment
Check Notifications
Engaged Trigger
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Stage 1: Progress & investment systems
Customized group chat with emojis, bots & integrations
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Stage 1: Engaged Trigger
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Game Thinking Teardown
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Discovery
Onboarding
Habit-Building
Mastery
journey to mastery
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is for Enthusiasts
Social Discovery via friends
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is for Enthusiasts
Exploratory Social Onboarding messing around, trying out filters. learning with friends
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is for Enthusiasts
Engaged Habitschecking out what’s new - filters, snaps, stories
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is for Enthusiasts
Heading to Mastery build a following by sharing curated glimpses of daily life
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Core Learning Loop
View Snaps from friends,
celebrities, brands
I’m bored What’s New?
Check Stats & Feedback
No More Snaps for me to read
Create A Snap try out a new filter,
add to a story
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View Snaps from friends,
celebrities, brands
I’m bored What’s New?
Check Stats & Feedback
No More Snaps for me to read
Create A Snap try out a new filter,
add to a story
Repeatable, pleasurable activity that satisfies an internal urge or need
Internal Trigger
Repeatable, Pleasurable Activity
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View Snaps from friends,
celebrities, brands
I’m bored What’s New?
Check Stats & Feedback
No More Snaps for me to read
Create A Snap try out a new filter,
add to a story
Simple Feedback
Simple Feedback System promotes learning & competence
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No More Snaps Need my attention
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View Snaps from friends,
celebrities, brands
I’m bored What’s New?
Check Stats & Feedback
No More Snaps for me to read
Create A Snap try out a new filter,
add to a story
Progress & Investment
Progress, Investment & Engaged Triggers pull people back
Engaged Trigger
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Journey to Mastery
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We succeeded because we said “No” to the tempting quick wins that strayed outside of our core vision - and focused on what really mattered.
Cindy Au Kickstarter community manager 2009-2014
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is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
Funder’s Journey
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Social Discovery via friends & followers
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is for EnthusiastsExploratory Onboarding with layers of engagement
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is for EnthusiastsEngaged Habitsrooting for your project(s) to succeed
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is for EnthusiastsHeading to Mastery deepening relationships, getting special perks, betting on projects that get funded & ship
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Learning Loop
Explore Campaigns watch videos, browse
rewards, see who’s funding what
FUNDERS
Something New that I’m
passionate about
Check Campaign Stats
Donate choose a reward level and make a donation
Share tell your story &
support the campaign
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Repeatable, pleasurable activity that satisfies an internal urge or need
Explore Campaigns watch videos, browse
rewards, see who’s funding what
Something New that I’m
passionate about
Internal Trigger
Repeatable, Pleasurable Activity
Donate choose a reward level and make a donation
Share tell your story &
support the campaign
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Repeatable, pleasurable activity that satisfies an internal urge or need
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Simple Feedback promotes learning & competence
Explore Campaigns watch videos, browse
rewards, see who’s funding what
Something New that I’m
passionate about
Feedback: join the community
Donate choose a reward level and make a donation
Share tell your story &
support the campaign
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Simple Feedback promotes learning & competence
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Progress, Investment & Engaged Triggers pull people back
Explore Campaigns watch videos, browse
rewards, see who’s funding what
Something New that I’m
passionate about
Check Stats Sharing & Campaign
Deepen Investment at the right moment
Donate choose a reward level and make a donation
Share tell your story &
support the campaign
Engaged Trigger
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Progress, Investment & Engaged Triggers pull people back
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is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
Creator’s Journey
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is for EnthusiastsOnboarding for Creators
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is for EnthusiastsHabit-building for Creators
engaged trigger
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is for EnthusiastsMastery for Creators
funded!
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is for EnthusiastsMastery leads to greater impact
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Learning Loop
Creators
Read & Answer Messages
engage with your community
How’s my Campaign
Doing?
Check Campaign Stats
No More Messages Need my attention
Create New update, reward level,
social media post
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Read & Answer Messages
engage with your community
No More Messages Need my attention
Engaging activity that satisfies an internal urge or need Create New
update, reward level, social media post
Repeatable, Pleasurable Activity
How’s my Campaign
Doing?
Internal Trigger
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Engaging activity that satisfies an internal urge or need
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How’s my Campaign
Doing?
Read & Answer Messages
engage with your community
No More Messages Need my attention
Simple Feedback
Simple Feedback System promotes learning & competence
Create New update, reward level,
social media post
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Simple Feedback System promotes learning & competence
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How’s my Campaign
Doing?
Read &Answer Messages
engage with your community
No More Messages Need my attention
Progress & Investment
Progress, Investment & Engaged Triggers pull people back
Check Campaign
Stats
Engaged Trigger
Create New update, reward level,
social media post
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Progress, Investment & Engaged Triggers pull people back
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total raised
amount left to raise
days to go
# of backers
Cooperative Mechanics
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Cooperative Mechanics
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Game Thinking Design Tips
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Game Thinking Design Tips1. a strong vision helps you say “no”
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Game Thinking Design Tips1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop
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Game Thinking Design Tips1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop 3. Reward mastery with impact & opportunity
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Game Thinking Design Tips1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop 3. Reward mastery with impact & opportunity 4. Use cooperative stats to build group identity
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Game Thinking Design Tips1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop 3. Reward mastery with impact & opportunity 4. Use cooperative stats to build group identity 5. Use spotlights to showcase excellence
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3 Blind Spots that keep you from building a compelling & successful MVP
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Blind Spot #3 Falling in love with your idea
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In case you don’t know - Slack started out as the bare-bones in-house communications tool for a distributed team building an innovative co-op multiplayer game.
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When that game failed financially, Steward Butterfield - the team leader - pivoted and turned their in-house tool into a better, faster team communications product.
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Blind Spot #2 Building the wrong MVP
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what’s the fastest path to a high-learning MVP?
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The best MVP is a Core Learning Loop
start with a Learning Loop
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Blind Spot #1 Listening to the wrong customers
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Everett Rogers Scientist, Bell Labs
Playtesting Progression who do you listen to?
at what dev stage?
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Early Majority
Closed Beta
Friends & Family
Team & Department
typical
play-testing
progression
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Early Majority
Closed Beta
Friends & Family
Team & Department
super-fan
play-testing
progression Super-fan Community
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Our mission was to create an mobile game for fashionistas that would feature hot-off-the-runway designer clothes, and bring in a much broader female audience than any previous game they’d published.
play-test your ideas on aspirational early adopters
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run dozens of small, high-learning experiments
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a step-by-step system to accelerate product innovation
Game Thinking Toolkit
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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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Game Thinking Roadmap
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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
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Y-axis: developer’s journey
X-axis: customer’s journey
Game Thinking Roadmap
start with a Learning Loop
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solve a real problem for a small group
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is for Enthusiasts
give customers something to get better at
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drive engagement with (the right) social mechanics
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are you ready to innovate
smarter & faster with
Game Thinking?
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empower your team with the Game Thinking Toolkit
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gamethinkinglive.com
Game Thinking Live 2-day global workshop for Game Thinkers
MAR 31-APR 01, 2017 SILICON VALLEY, ASIA & EUROPE
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Learn from world-class experts in game design, lean UX & systems thinking
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Get hands-on expert coaching in a small-group format
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includes online learning community & pre-event prep course
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WORK WITH ME
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WORK WITH ME
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WORK WITH ME
PRIVATE WORKSHOP
PRIVATE CLIENT
LIVE TRAINING EVENT
EARLY-BIRD DISCOUNT
$25K+
$5-10K/month
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![Page 142: How to drive user engagement like Slack, Snapchat & Kickstarter](https://reader031.vdocuments.site/reader031/viewer/2022011722/58f0bd371a28abe9768b4571/html5/thumbnails/142.jpg)
WORK WITH ME
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http://gamethinkinglive.com
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