turbocharge your product design with game thinking · a ux conference unlike any other april...
TRANSCRIPT
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A UX Conference Unlike Any OtherApril 18–20, 2016 in San Diego, CA
Turbocharge Your Product Design With Game ThinkingAmy Jo Kim
Tuesday - April 19, 2016Featured Talk
© Amy Jo Kim, 2016
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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
1UX Immersion: Interactions | April, 2016
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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
2UX Immersion: Interactions | April, 2016
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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.
3UX Immersion: Interactions | April, 2016
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• Social Game Designer
• Entrepreneur
• Startup Coach
Amy Jo Kim, Ph.D.
It all started when I got laid off
4UX Immersion: Interactions | April, 2016
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I launched my own digital design
company
wrote a book about
Community Design
5UX Immersion: Interactions | April, 2016
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then one day, I got the call
6UX Immersion: Interactions | April, 2016
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7UX Immersion: Interactions | April, 2016
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Rock Band Players Apparently Have Better Music Perception
8UX Immersion: Interactions | April, 2016
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we created a breakthrough hit
which led to more breakthrough hits9
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design work for major brands
a VC-funded braingames startup10
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hard lessons about early-stage innovation
& deep insights into Game Thinking11
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then my favorite client
issued a challenge
we made 6 months of progress in 6 weeks12
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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 insightsmarket 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
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A UX Conference Unlike Any OtherApril 18–20, 2016 in San Diego, CA
About UIEUser Interface Engineering is a leading think tank, specializing in website and product usability. Jared M. Spool founded the company back in 1988 and has built User Interface Engineering into the largest research organization of its kind. With our in-depth research findings based on user observation, we empower development teams to create usable web sites that increase customer satisfaction and loyalty. Follow @UIE on Twitter for articles, videos, and other UX resources.
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Conferences Meet the innovators and world-class designers behind today’s most successful UX designs at our live conferences. UIE offers an assortment of conferences across the US throughout the year, which are geared to power up your creative juices and reignite your passion in UX. uie.com/events