kickstarter game thinking teardown
TRANSCRIPT
Game Thinking TEARDOWN
what is
Game Thinking?
what is
Game Thinking?
what is
Game Thinking?
what is
Game Thinking?
what is
Game Thinking?
3 Powerful Techniques that supercharge innovation
Mobilize your Super-fans find & leverage your high-need, high-value early customers
1
Create something that a few people
love - even if most people don’t get
it right away
Paul Buchheit Partner, Y-Combinator
find & leverage
your super-fans
then expand
from that base
Start with a Learning Loop “find the fun” with a skill-building
feedback loop 2
Fun is just another word for learning
Raph Koster author, A Theory of Fun
the best MVP is your Core Learning Loop
Play-test your idea to life tinker, prototype & assume your first
idea might not be right
3
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
don’t fall in love
with an idea;
fall in love with
solving a problem & learning from
your customers
Game Thinking Teardown
strong vision, cross-functional team
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
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
Player’s Journey
is for Enthusiastshow does my customer’s end-to-end experience
Discovery
Onboarding
Habit-Building
Mastery
evolve over time?
is for Enthusiasts
Discovery
Discovery is for VisitorsIs this right for me? What’s the value proposition?
Social Discovery via friends & followers
is for EnthusiastsOnboarding is for Newbies
Discovery
Onboarding
How do I learn the ropes? When do I start getting value?
is for EnthusiastsExploratory Onboarding with layers of engagement
is for EnthusiastsHabit-building is for Regulars
Discovery
Onboarding
Habit-Building
What pulls me back? What am I getting better at?
is for EnthusiastsEngaged Habitsrooting for your project(s) to succeed
is for EnthusiastsMastery is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
How can I leverage the skills & knowledge I’ve built?
is for EnthusiastsHeading to Mastery deepening relationships, getting special perks, betting on projects that get funded & ship
is for EnthusiastsOnboarding for Creators
is for EnthusiastsHabit-building for Creators
engaged trigger
is for EnthusiastsMastery for Creators
funded!
is for EnthusiastsMastery leads to greater impact
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
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
Repeatable, pleasurable activity that satisfies an internal urge or need
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
Simple Feedback promotes learning & competence
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
Progress, Investment & Engaged Triggers pull people back
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
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
Engaging activity that satisfies an internal urge or need
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
Simple Feedback System promotes learning & competence
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
Progress, Investment & Engaged Triggers pull people back
total raised
amount left to raise
days to go
# of backers
Cooperative Mechanics
Cooperative Mechanics
Game Thinking Design Tips
Game Thinking Design Tips1. a strong vision helps you say “no”
Game Thinking Design Tips1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop
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
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
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
Cindy Au on how collaboration fueled Kickstarter’s growth
ready to innovate faster and smarter with
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LIVE TRAINING EVENT
EARLY-BIRD DISCOUNT
$25K+
$5-10K/month
$2K/ticket
$995
WORK WITH ME
PRIVATE WORKSHOP
PRIVATE CLIENT
LIVE TRAINING EVENT
EARLY-BIRD DISCOUNT
$25K+
$5-10K/month
$2K/ticket
$995
WORK WITH ME
PRIVATE WORKSHOP
PRIVATE CLIENT
LIVE TRAINING EVENT
EARLY-BIRD PRICE
$25K+
$5-10K/month
$2K/ticket
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