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Game Thinking
innovate smarter & build deep engagement 

with design techniques from hit games
Is this you? I want to…
• reduce churn and engage my
customers over time
• test my ideas on the right people and
find product/market fit
• get better innovation outcomes for my
team with a proven process that’s
created real-world success
Amy Jo Kim, Ph.D.

Game Designer, Startup Coach, 

Author, Educator
I help startups, game studios & global brands
build deep engagement from the ground up
I’ve worked on a diverse set of
innovative worldwide hits
online marketplace
mobile fashion game
leading digital health app
online toy rental service
+Author
2000 2018
+Educator
Design work for major brands
Some teams I worked with created breakthrough hits

Others didn’t cross the chasm
What’s the difference between 

teams that succeed & fail?
The double-diamond approach
how to design a product that people want & use
Design Thinking
Game Thinking
5 steps to product/market fit
Game Thinking
Step 1: Hypothesize
articulate your product strategy
and prioritize your assumptions
Game Thinking Quotes
“The best way to
have a good idea is
to have lots of ideas.”
Linus Pauling
Scientist
Don’t fall in love with your first idea
Game Thinking Quotes
Stage
Kill
Gate
Concept Bank
Kill
Gate
Kill
Gate
Stage
Stage
Stage
Stage Gate Theory
Game Thinking Quotes
Stage
Kill
Gate
Concept Bank
Kill
Gate
Kill
Gate
Stage
Stage
Stage
Stage Gate Theory
Game Thinking Quotes
Stage
Kill
Gate
Concept Bank
Kill
Gate
Kill
Gate
Stage
Stage
Stage
Stage Gate Theory
Game Thinking Quotes
Stage
Kill
Gate
Concept Bank
Kill
Gate
Kill
Gate
Stage
Stage
Stage
Stage Gate Theory
Game Thinking Quotes
Plan your experiment with the MVP Canvas
• x
evergreen hit game
Covet Fashion Elevator Pitch V1
We are developing a F2P mobile game based on real-world fashion
To help fashion-loving gamers play dress-up with designer clothes
Using our knowledge of F2P gaming and female gamers e
Build Your Dream Closet
Collect designer clothes ! dress for gala events ! 

build a lust-worthy closet of stunning outfits
Discover Your Personal Style
Glamorous Trendsetting Understated
MVP Canvas BEFORE
Young women
(18-30) who play
mobile fashion
games
Aspirational
dress-up in
designer fashion
PLUS celebrity
stylist advice
MVP Canvas BEFORE
Young women 

(18-30) who play
mobile fashion
games
Aspirational 

dress-up in designer
fashion PLUS
celebrity stylist advice
F2P co-op game
with real-world
fashion content
and hot trends
Vogue alternative
– stay up-to-date
on fashion by
playing – not just
looking
MVP Canvas BEFORE
Young women 

(18-30) who play
mobile fashion
games
Aspirational 

dress-up in designer
fashion PLUS
celebrity stylist advice
F2P co-op game with
real-world fashion
content and hot
trends
Vogue alternative –
stay up-to-date on
fashion by playing –
not just looking
F2P game experience
Existing, addressable
audience for fashion
games
Like/Dislike metrics
via interviews with
hardcore fashion
gamers
MVP Canvas BEFORE
Young women 

(18-30) who play
mobile fashion
games
Aspirational 

dress-up in designer
fashion PLUS
celebrity stylist advice
F2P co-op game with
real-world fashion
content and hot
trends
Vogue alternative –
stay up-to-date on
fashion by playing –
not just looking
F2P game experience
Existing, addressable
audience for fashion
games
Like/Dislike metrics
via interviews with
hardcore fashion
gamers
Young women
want a mobile
game based on
real-world fashion
PLUS access to a
celebrity stylist
Game Thinking
Step 2: Empathize
identify your hot-core customers and
learn about their needs, habits and frustrations
Game Thinking Quotes
“Build something just a
few people want - even
if most people don’t get
it right away”
Paul Buchheit
Partner, Y-Combinator
Find your early hot-core customers
Have you ever
listened to the
wrong
customers?
Finding the right customers

can determine whether you
thrive - or fail
This innovative
gaming platform
didn't make it
across the chasm
This innovative
mobile game
turned into an
evergreen hit
Game Thinking Quotes
Innovation diffusion theory
EVERETT ROGERS, 1961
Game Thinking Quotes
Crossing the Chasm
GEOFFREY MOORE, 1991
HASM
Game Thinking Quotes
Crossing the Chasm
GEOFFREY MOORE, 1991
HASMSTART NOT 
Who to listen to - & who to ignore?
don’t rely on
friends & family
or people in
your ultimate
target market
increasing value over time
Game Thinking Quotes
How do we actually do this?
MVP Test
Speed Interview
Game Thinking Quotes
Super Fan Funnel
MVP Test
Speed Interview
Screener
x
Game Thinking Quotes
Super Fan Funnel
MVP Test
Speed Interview
Screener
Game Thinking Quotes
Super Fan Funnel
MVP Test
Interview
Screener
Game Thinking Quotes
Super Fan Funnel
Playtest
Interview
Screener
Let’s see how
successful innovators 

find & leverage SuperFans
your super-fans are
SPECIFIC to your project
rhythm action nerds
who know the basics
simulation enthusiasts
who love to make things
Lego-loving families who
enjoy sharing photos
Mobile-centric 

fashionistas
How did the Covet
Fashion team
identify & leverage
their Superfans?
bVisionary Leaders
Superfan Screener
Speed interviews
Existing Habits
Game Thinking Quotes
If you want to cross the chasm…
Game Thinking Quotes
Early
adopters
Start Here
Game Thinking Quotes
Early
majority
Expand when ready
Game Thinking
Step 3: Design
sketch out how your customer
experience will evolve over time
Game Thinking Quotes
Upgrade your user, not
your product… make
people better at something
they want to get better at.
Kathy Sierra
Author, Headfirst Series
Make your customers more awesome
Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What is this? Is it right for me?

What’s the value proposition?
Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
How do I learn the ropes? 

How do I start giving & getting value?
Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What urge pulls me back?
What am I getting better at?
Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What skills & knowledge have I mastered?
How can I leverage that?
Game Thinking Quotes
Case Study
skill-building
feedback
repeatable,
pleasurable
activity
progress &
investment
cues &
triggers
cues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building
feedback
repeatable,
pleasurable
activity
progress &
investment
cues &
triggers
cues &
triggers
Learning
Loop
Game Thinking Quotes
Mastery Path
skill-building
feedback
repeatable,
pleasurable
activity
progress &
investment
cues &
triggers
cues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building
feedback
repeatable,
pleasurable
activity
progress &
investment
cues &
triggers
cues &
triggers
Learning
Loop
Game Thinking Quotes
Discovery is for Visitors
Social discovery
via friends and
colleagues
Game Thinking Quotes
Mastery Path
skill-building
feedback
repeatable,
pleasurable
activity
progress &
investment
cues &
triggers
cues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building
feedback
repeatable,
pleasurable
activity
progress &
investment
cues &
triggers
cues &
triggers
Learning
Loop
Game Thinking Quotes
Onboarding is for Newbies
Learn the
ropes with a
friendly bot
Game Thinking Quotes
Mastery Path
skill-building
feedback
repeatable,
pleasurable
activity
progress &
investment
cues &
triggers
cues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building
feedback
repeatable,
pleasurable
activity
progress &
investment
cues &
triggers
cues &
triggers
Learning
Loop
Game Thinking Quotes
Habit-building is for Regulars
Customized
group chat with
emojis, bots,
and integrations
Game Thinking Quotes
Mastery Path
skill-building
feedback
repeatable,
pleasurable
activity
progress &
investment
cues &
triggers
cues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building
feedback
repeatable,
pleasurable
activity
progress &
investment
cues &
triggers
cues &
triggers
Learning
Loop
Game Thinking Quotes
Mastery is for Enthusiasts
Launch a channel,
program a bot,
integrate your app
Game Thinking Quotes
Build something people love
Create an experience
that gets better as
your customers
become more skillful
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
Game Thinking Quotes
How do we actually do this?
MVP Test
Speed Interview
Capture Key Insights about Customer Habits & Needs
When _________
I want to ______________
so I can ______________
trigger
activity + goal
Job Stories
desired outcome
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 kick off my heels, flop on the couch, &
immerse myself in a beautiful aspirational
world of high fashion. I just wish it could be
customized more to me and my taste.”
Fashion Browser
Habit Story
Fashion Browser
stay up-to-date on fashion trends
Co-Creator
shop & dress with a buddy
Armchair Stylist
tell other people how to dress
Co-creator
Existing Habit
“Patti told me to put these shoes and belt
together with this outfit – I’d never think of
that combo, but it TOTALLY works.
I need her advice all the time.”
Co-creator
Habit Story
Fashion Browser
stay up-to-date on fashion trends
Co-Creator
shop & dress with a buddy
Armchair Stylist
tell other people how to dress
Armchair Stylist

Existing Habit
“I LOVE to get my friends together at my
place before heading out, so I can critique
their outfits and tell them how to dress better.
Those girls NEED me :-)”
Armchair Stylist

Habit Story
Game Thinking
Step 4: Playtest
bring your core functionality to life by
testing with high-need early customers
Game Thinking Quotes
“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 Games
Game Thinking Quotes
What’s the right MVP 

for your engaging product?
MVP Test
Speed Interview
Fake 

landing page?
Fake 

landing page?
X
Operant
Conditioning
AKA 

Skinner Box?
X
Operant
Conditioning
AKA 

Skinner Box?
Self-
Determination
Theory
Game Thinking Quotes
MVP Test
Speed Interview
Skill-building
makes customers
more awesome
Game Thinking Quotes
“Fun is just another
word for learning.”
Raph Koster
author, A Theory of Fun
“finding the fun” =
building engagement from the inside out
Game Thinking Quotes
skill-building
feedback
repeatable,
pleasurable
activity
progress &
investment
cues &
triggers
cues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building
feedback
repeatable,
pleasurable
activity
progress &
investment
cues &
triggers
cues &
triggers
Learning
Loop
Learning Loop
makes customers
more skillful
identify your
core social actions
identify your
core social actions
Game Thinking Quotes
all updates &
messages read
read & respond
to updates
customize your
communications
& channel
FOMO —
check updates
FOMO —
check updates
TRIGGER
ACTIVITY
Game Thinking Quotes
all updates &
messages read
read & respond
to updates
customize your
communications
& channel
FOMO —
check updates
FOMO —
check updates
SIMPLE
FEEDBACK
Game Thinking Quotes
all updates &
messages read
read & respond
to updates
customize your
communications
& channel
FOMO —
check updates
FOMO —
check updates
SIMPLE
FEEDBACK
Game Thinking Quotes
all updates &
messages read
read & respond
to updates
customize your
communications
& channel
FOMO —
check updates
FOMO —
check updates
PROGRESS
TRIGGER
Common Testing Artifacts
prototype your product with increasing fidelity
Concept Scenarios
storyboard people using your product over time
3-Part Playtest Script
warmup, test artifact, debrief
Game Thinking
Step 5: Validate
distill your test results and
create your product roadmap
Game Thinking Quotes
“You can use an eraser
on the drafting table or
a sledgehammer on the
construction site.”
Frank Lloyd Wright
Architect
Test your ideas early, in rough form
Putting it all Together
What to build? Who to listen to? At what dev stage?
Game Thinking Quotes
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
START HERE
Game Thinking Quotes
MVP Test
Speed Interview
How do (the best) game designers
build and tune their MVP?
we imagined living out a rock star fantasy…
and started by tuning & iterating a single song
we imagined a doll house come to life…
and started with tiny world-building experiments
we imagined a cooperative dress-up game…
and piggy-backed our ideas onto existing habits
Style Feed for Fashion Browsers
I love seeing what’s
new, going through my
closet, putting together
outfits – it’s the perfect
way to unwind after a
long day
Shared Closet for Co-creators
I love raiding my friend’s
closet to borrow shoes
for my outfit — it’s like
real life, only better
Patti’s Closet
OPEN
SLOT
OPEN
SLOT
Tops Bottoms Shoes Bags Jewelry Scarves IntimatesDresses
23

items
is for Enthusiasts
Discover Your Style
Attend an Event
Make a Collection
Browse Your Stream
Covet Fashion Journey to Mastery
Invites
Waiting
Browse New
Content
Dress for the Event
Get Social Feedback Raid your friend’s closet
Browse your Style Feed Choose an Invitation
Covet Fashion Core Learning Loop
Everett Rogers
Scientist, Bell Labs
Playtesting
Progression
who do you listen to?
at what dev stage?
Early Majority
Closed Beta
Friends & Family
Team & 

Department
typical
play-testing
progression 

Early Majority
Closed Beta
Friends & Family
Team & 

Department
Super-fan
Community
super-fan
play-testing
progression 

What will Game Thinking do for you?
• Create a high-learning MVP* for exactly the right customers
• Build an experience people come back to, again and again
• Improve your innovation outcomes
*Minimum Viable Product
Game Thinking Quotes
Stage
Kill
Gate
Concept Bank
Kill
Gate
Kill
Gate
Stage
Stage
Stage
Prototype to Learn
Game Thinking Quotes
Stage
Kill
Gate
Concept Bank
Kill
Gate
Kill
Gate
Stage
Stage
Stage
don’t fall in love with an idea;
fall in love with
solving a problem & learning
from your customers
Prototype to Learn
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
START HERE
want more?
gamethinking.io/playbook

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