Game Thinking UIE 2016 Keynote
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1) The document is a presentation by Amy Jo Kim, CEO of Shufflebrain, about using game thinking techniques to accelerate early product design. 2) She provides 4 strategies for better, faster product design: design for evolution over time; find the fun in the core loop; connect with superfans; build a roadmap with game thinking. 3) The presentation includes examples and case studies of how these techniques helped companies create successful MVPs in less time by engaging the right early customers.
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Game Thinking UIE 2016 Keynote
- 1. Today’s Guest: Amy Jo Kim CEO at Shufflebrain @amyjokim Turbo-charge your product design with Game Thinking Welcome I’m glad you’re here
- 2. Is this you? • need to accelerate early design process • tough to filter & apply all the feedback • hard to make a stripped-down MVP
- 3. 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.
- 4. • Social Game Designer • Entrepreneur • Startup Coach Amy Jo Kim, Ph.D. It all started when I got laid off
- 5. I launched my own digital design company wrote a book about Community Design
- 6. then one day, I got the call
- 8. Rock Band Players Apparently Have Better Music Perception
- 9. we created a breakthrough hit which led to more breakthrough hits
- 10. design work for major brands a VC-funded braingames startup
- 11. hard lessons about early-stage innovation & deep insights into Game Thinking
- 12. then my favorite client issued a challenge we made 6 months of progress in 6 weeks
- 13. & the Getting2Alpha system was born Ideas Design & Build Product Measure Data Learn A faster, smarter way to test high-risk assumptions
- 14. 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
- 15. 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 Visitors Is this right for me? What’s the value proposition?
- 16. 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?
- 17. 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
- 18. 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
- 19. 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
- 20. 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
- 21. 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
- 22. Zero-Sum Game We are opponents I Win You Lose Head-to-Head Battles War Simulations Rank-Ordered Competitions Gambling
- 23. 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
- 24. Martial Arts Charity Walk Double Dutch Pictionary What kind of fun are your customers looking for? Do they want to be partners? or opponents?
- 25. 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?
- 26. Fake landing page? X Operant Conditioning AKA Skinner Box?
- 27. X Operant Conditioning AKA Skinner Box? Skill-building = making customers more awesome
- 28. Skill-building = making customers more awesome Core Loop = skill-building habit loop Skill-Building Core Loop
- 29. Core Loop = your Day 21 experience Finding the fun in a team collaboration tool
- 30. 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
- 31. Core Loop = making customers more skillful Start with a skill-building Core Loop Wanna build long-term engagement?
- 32. 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
- 34. To cross the chasm… Find & delight a few passionate early customers
- 36. solve a real problem for a small group
- 37. 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 hammer on the construction site Frank Lloyd Wright Architect
- 38. skill-building makes your customers more awesome game thinking helps them leverage their skills
- 40. Y-axis: developer’s journey X-axis: customer’s journey Game Thinking Roadmap Finding the fun in a co-op music game
- 41. 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
- 42. 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:
- 43. CHALLENGE build prototype identify early customers prove business model SHORTCUTS clarify product strategy find passionate customers prototype Core Loop Skill-Building Core Loop
- 44. RESULTS iterated product with customer insights market 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
- 45. 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
- 46. 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
- 47. getting2alpha.com/masterclass Ready to accelerate product/market fit? let’s stay in touch @amyjokim amyjokim.com getting2alpha.com