How to build a product people love
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The document provides an overview of a webinar on how to build products that people love using game thinking techniques. It introduces the speaker, Amy Jo Kim, and her background in game design, entrepreneurship, and coaching startups. The webinar teaches four strategies for better, faster product design: designing for evolution over time; finding the fun in the core loop; connecting with superfans; and using game thinking for roadmapping. It provides examples of how these strategies can be applied and shares success stories from companies that have used Amy Jo Kim's Getting2Alpha methodology.
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How to build a product people love
- 1. How to build a product people love Today’s Guest: Tommy Walker Editor-in-Chief of the Shopify Plus Blog Webinars #UTwebinar @UserTesting How to build a product people love Amy Jo Kim CEO at Shufflebrain @amyjokim
- 2. Welcome I’m glad you’re here
- 3. Is this you? • need to accelerate early design process • tough to filter & apply all the feedback • hard to make a stripped-down MVP
- 4. What You Will Learn Actionable techniques for creating a better product in less time with Game Thinking
- 5. • Social Game Designer • Entrepreneur • Startup Coach Amy Jo Kim, Ph.D.
- 6. • Social Game Designer • Entrepreneur • Startup Coach Amy Jo Kim, Ph.D.
- 7. It all started when I got laid off
- 10. one day, I got THE CALL
- 11. we created a breakthrough hit
- 12. which led to more breakthrough hits
- 13. design work for major brands
- 14. & deep insights into Game Thinking
- 15. then my favorite client issued a challenge
- 16. we made 6 months of progress in 6 weeks
- 17. & the Getting2Alpha system was born
- 19. Ideas Design & Build Product Measure Data Learn A faster, smarter way to test high-risk assumptions
- 21. Design your experience to evolve over time Design is not just what it looks like & feels like. Design is how it works. Steve Jobs
- 22. is for Enthusiastswhat is my customer’s end-to-end experience? Discovery Onboarding Habit-Building Mastery how does it evolve over time?
- 23. is for Enthusiasts Discovery Discovery is for Visitors Is this right for me? What’s the value proposition?
- 24. is for EnthusiastsOnboarding is for Newbies Discovery Onboarding How do I learn the ropes? When do I start getting value?
- 25. is for EnthusiastsHabit-building is for Regulars Discovery Onboarding Habit-Building What pulls me back? What am I getting better at?
- 26. is for EnthusiastsMastery is for Enthusiasts Discovery Onboarding Habit-Building Mastery Can I leverage the skills & knowledge I’ve built?
- 27. is for Enthusiasts Discovery Onboarding Habit-Building Mastery end-to-end customer experience
- 28. is for EnthusiastsStage 1: Discovery is for Visitors Social Discovery via Friends & Colleagues
- 29. is for EnthusiastsStage 1: Onboarding is for Newbies Learn the ropes with a friendly bot
- 30. is for EnthusiastsStage 1: Habit-building is for Regulars Customized group chat with emojis, bots & integrations
- 31. is for EnthusiastsStage 1: Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app
- 32. Create an experience that gets better as your customers become more skilled Wanna build a product people come back to?
- 33. Fun is just another word for learning. Raph Koster author, A Theory of Fun Find the fun in your Core Loop
- 34. Fun means different things to different people
- 35. 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
- 36. Zero-Sum Game We are opponents I Win You Lose
- 37. Head-to-Head Battles War Simulations Rank-Ordered Competitions Gambling
- 38. a structured experience with rules and goals that’s fun to play together* * Source: The Player’s Journey (forthcoming)
- 39. We are partners Non-Zero-Sum Game Win-Win Lose-Lose
- 40. Martial Arts Charity Walk Double Dutch Pictionary
- 41. What kind of fun are your customers looking for? Do they want to be partners? or opponents?
- 42. 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
- 47. Skill-building = making customers more awesome
- 48. Skill-building = making customers more awesome
- 49. Core Loop = skill-building habit loop Skill-Building Core Loop
- 50. Core Loop = your Day 21 experience
- 51. Finding the fun in a co-op music game
- 52. PartyTime! urge for a fun social activity Play a Song Together Get your Score, Accolades, $$ get better, play harder songs & bigger venues Core Loop Feedback & Progress Investment Path Activity Internal Trigger Beat the Song Engaged Trigger
- 53. Finding the fun in a team collaboration tool
- 54. Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need Attention Customize your channel & expressions Activity Chain Feedback & Progress Investment Path Internal Trigger Core Loop Engaged Trigger Check Notifications
- 55. Skill-building = making customers more awesome
- 56. Core Loop = making customers more skillful
- 57. Start with a skill-building Core Loop Wanna build long-term engagement?
- 58. Connect with your super-fans “Create something that a few people love - even if most people don’t get it right away” Paul Buchheit Partner, Y-combinator
- 59. Crossing the Chasm Geoffrey Moore, 1991
- 61. To cross the chasm…
- 62. Find & delight a few passionate early customers
- 63. the fans out there are entertaining us, the developers, with their creations! Will Wright designer, The Sims
- 64. Slack came to life as a collaboration tool for a distributed team building a co-op game solve a real problem for a small group
- 65. Find & delight your Superfans Wanna accelerate innovation?
- 66. Build your roadmap with Game Thinking You can use an eraser on the drafting table or a sledge hammer on the construction site Frank Lloyd Wright Architect
- 67. skill-building makes your customers more awesome
- 68. game thinking helps them leverage their skills
- 69. Y-axis: developer’s journey .. and helps YOU bring products to life with gaming smarts X-axis: customer’s journey
- 70. PartyTime! urge for a fun social activity Play a Song Together Get your Score, Accolades, $$ get better, play harder songs & bigger venues Core Loop Feedback & Progress Investment Path Activity Internal Trigger Beat the Song Engaged Trigger
- 71. 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
- 72. Amy Jo’s MVP methodology is fantastic. The ROI you’ll see is a no-brainer. Ofer Leidner President, Happify Case Study:
- 73. CHALLENGE build prototype identify early customers prove business model
- 74. SHORTCUTS clarify product strategy find passionate customers prototype Core Loop Skill-Building Core Loop
- 75. RESULTS iterated product with customer insights market leader in digital happiness
- 76. 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
- 77. 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
- 78. Amy Jo helped us create our MVP in record time. An invaluable investment that’s still paying off. Ranan Lachman CEO, Pley
- 79. 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
- 80. This program gave me the skills and confidence to build a product that our customers love & need. Amanda Pouchot Co-Founder, stealth startup
- 83. CLICK TO EDIT PRESENTER TITLE Questions? Check out the Getting 2 Alpha at: getting2alpha.com/ Questions about UserTesting? Email adam@usertesting.com #UTwebinar