improve your product design with game thinking (uie webinar)
TRANSCRIPT
how to improve your product design with
Game Thinking
Welcome
I’m glad you’re here
Is this you?
Is this you?• need to accelerate early
design process
Is this you?• need to accelerate early
design process
• tough to filter & apply all
the feedback
Is this you?• need to accelerate early
design process
• tough to filter & apply all
the feedback
• hard to make a stripped-
down MVP
activity + goal outcometrigger
What We Offer
resources workshops coaching design
services
Ray Bradbury
Author
“There is nothing quite so useless as doing with great efficiency something that should not be done at all”
Peter Drucker
Amy Jo Kim, Ph.D. Social Game Designer
Entrepreneur
Startup Coach
Amy Jo Kim, Ph.D. Social Game Designer
Entrepreneur
Startup Coach
Actionable techniques for
creating a better product
in less time
with Game Thinking
What You Will Learn
2: Positioning: My Story
4/11/2016
Let me tell you a story. It was a sunny September day in Half Moon Bay, California - I was sitting in my living room, enjoying the ocean view and listening intently as the brilliant and visionary CEO of a hot gaming startup told me about his crazy idea for a mutli-player social game — a game where people with no musical talent — playing simplified plastic instruments — would FEEL like they were actually in a band, making music together.
When the game was further along, we DID test our ideas with these casual gamers. But in the early days, it was our super-fans who helped us bring the game to life. In a very real sense, those hard-core music gamers were our co-creators -- our collaborators — able to see what our crude mockups and simple artwork could become, and — crucially — give us actionable feedback on how to make it better.
we created a breakthrough hit
l needs
“The fans out there are entertaining us, the developers, with their creations”
Will Wright Creator, The Sims
By definition, successful innovations end up affecting the majority — that’s what makes them successful. But it turns out in PRACTICE -- they NEVER start off pleasing the majority. small, high-learning experiments
By definition, successful innovations end up affecting the majority — that’s what makes them successful. But it turns out in PRACTICE -- they NEVER start off pleasing the majority.
And then it happened! Remember Ranan - the CEO of Pley? He challenged me to deliver my toolkit to his team online -- and empower them to make 6 months of progress in 6 weeks That scared the hell outta me...
What is Game Thinking?
Amy Jo helped us create our MVP in record time. An invaluable investment that’s still paying off.
Ranan Lachman CEO, Pley
& the Getting2Alpha System was born
a step-by-step system to test your high-risk assumptions
based on thehabits & practices of breakthrough innovators
“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
[Innovation Diffusion Theory]Now, I’m not the first one to discover this. Way back in 1961, Everett Rogers of Bell Labs published his landmark study of how innovation spreads in social systems.
Innovation Diffusion TheoryEverett Rogers, 1961
To cross the chasm…
find & delight a few passionate early customers
if you want to cross that chasm…
find & delight your early market FIRST
“In a loop, you’re learning a skill & updating your mental model. That’s what leads to player delight” Dan Cook co-founder, Spry Fox
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?
is for Enthusiasts
Discovery
Onboarding
Onboarding is for NewcomersHow do I learn the ropes? When do I start getting value?
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Habit-building is for RegularsWhat pulls me back? What am I getting better at?
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
Mastery is for EnthusiastsHow can I leverage the skills & knowledge that I’ve built?
Build your experience from the inside out
Fake landing page?
Fake landing page?X
Operant Conditioning
AKA Skinner
Box?
Operant Conditioning
AKA Skinner
Box?X
Skill-building =
making customers
more awesome
Skill-building =
making customers
more awesome
Core Loop =
skill-building
habit loop
Core Loop = your Day 21 experience
What We Offer
resources workshops
coaching design servicesPeter Drucker
The best way to have a good idea is to have lots of
ideas
Lin
us Pauling Scientist
“The best way to have a good idea is to have lots of ideas”
Linus Pauling Scientist
X-axis: customer’s
journey
X-axis: customer’s
journey
Y-axis: developer’s
journey
Game Thinking Case Study
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.
When that game failed financially, Steward Butterfield - the team leader - pivoted and turned their in-house tool into a better, faster team communications product.
customer journey
“Lean Startup done right - through a game design lens”
Discovery
Onboarding
Habit-Building
Mastery
Stage 1: Discovery is for Visitors
Social Discovery via
Friends & Colleagues
Onboarding is for Newbies
Learn the ropes with a friendly bot
Habit-building is for Regulars
Customized group chat with emojis, bots & integrations
Launch a channel,
program a bot, integrate your
app
Mastery is for Enthusiasts
Create an experience that gets better as your customers become more skilled
Wanna build a product people come back to?
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.
solve a real problem for a small group
Core Loop
Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your channel & expressions
Core Loop
Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your channel & expressions
Engaging Activity
Internal Trigger
Engaging activity
satisfies an urge or need
Core Loop
Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your channel & expressions
Simple Feedback
System promotes learning &
competence
Simple Feedback
Progress, Investment & triggers pull people
back
Progress & Investment
Engaged Trigger
Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your channel & expressions
Check Notifications
Core Loop
Start with a skill-building Core Loop
Wanna build long-term engagement?
Game Thinking
Roadmap helps you build &
tune your Core Loop
FIRST
Game Thinking Case Study
TITLE:Get passionate customers to tell you what they want
SECTIONS:
1: Recap & Who I Am
2: Find your super-fans with 5 key discovery questions
4: Foreshadow Video #3 (+ CTA)
And as I’ve seen again and again - that strategy just doesn’t work
RESULTS
market leader in digital happiness
Amy Jo’s MVP methodology is
fantastic. The ROI you’ll
see is a no brainer.
Ofer Leidner
President, Happify
Game Thinking Case Study
To illustrate how this work, let me tell you a story about one of the most nerve-racking - but rewarding projects I’ve worked on. I remember the feeling - sitting around a conference table with a brilliant team of experienced mobile game creators - trying to figure out which game to build.
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.
Back at Crowdstar - the mobile games studio -- we realized that we needed to branch out beyond our usual testing audience and find some fashionista super-fans.
5 key discovery questions
4/11/2016
TITLE:Get passionate customers to tell you what they want
SECTIONS:
1: Recap & Who I Am
2: Find your super-fans with 5 key discovery questions
4: Foreshadow Video #3 (+ CTA)
TITLE:Get passionate customers to tell you what they want
SECTIONS:
1: Recap & Who I Am
2: Find your super-fans with 5 key discovery questions
4: Foreshadow Video #3 (+ CTA)
Fashion Browser stay up-to-date on fashion trends
Co-Creator shop & dress with a buddy
Armchair Stylist tell other people how to dress
Fashion Browser
Existing habit
“When I’m tired after a long day at work, I want to flop on the
couch and get the escapist,
Co-creator Existing habit
“My BFF told me to put these shoes and belt together with this
outfit – I would never think of that,
Armchair Stylist
Existing habit
I LOVE the idea of rating my friends outfits and telling them how to dress better – I already
do that in real life ☺
Discover Your Style
Attend an Event
Make a Collection
Browse Your Stream
Customer Journey
Core Loop
Dress for the Event
Get Social Feedback
Raid your friend’s closet
Browse your Style Feed Choose an Invitation
Covet Fashion Today (>3M MAUs)
Amy Jo has a refined & effective process for bringing early ideas to life. Blair Ethington VP Covet Fashion, Crowdstar
Now let’s talk about YOU
What if you could
• Accelerate your early product development?
What if you could
• Accelerate your early product development?
• Talk with EXACTLY the right customers early on?
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*?
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*?
• Design your product for long-term engagement?
What if you could
Adopt these 3 habits to increase your chances of
success
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let’s stay in touch
@amyjokim
amyjokim.com