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innovate smarter with
Game
Thinking
gamethinking.io
What is
Game
Thinking?
What is
Game
Thinking?
What is
Game
Thinking?
What is
Game
Thinking?
What is
Game
Thinking?
What is
Game
Thinking?
What is
Game
Thinking?
smarter, faster

innovation
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
Fun is just another
world for learning
Raph Koster
Author, A Theory of Fun
Think of your customers as learners
Game Thinking Quotes
To increase your chances
of success, minimize time
through your 

Build/Measure/Learn
cycle
Eric Ries
Author, The Lean Startup
Accelerate your Innovation Cycle
Game Thinking Quotes
Every complex system
starts as a simple
system that works.
Amy Jo Kim
CEO, Shufflebrain
Build your MVP like a game designer
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
Graphic MMO
multiplayer music game
social simulation game
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 manage to cross the chasm
+Insights into what makes a hit
Game Thinking System
5 Steps to Product/Market Fit
Game Thinking Toolkit
8 Connected Design Templates
Clarify Identify Surface Distill Design Prototype Test Validate
Articulate &
prioritize your high-
risk assumptions
STEP 1
Clarify your
Product
Idea
Shanghai Keynote: Innovate smarter with Game Thinking
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
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
Early Customers Unmet Need Our Solution Unfair Advantage
Value Proposition Early Metrics
Key Assumptions
• x
evergreen hit game
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
Test ideas on
passionate,
high-need early
customers
STEP 2
Identify your
Super
Fans
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
“Create something that
a few people love —
even if most people
don’t get it right away.”
Paul Buchheit
Partner, Y-Combinator
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
Shanghai Keynote: Innovate smarter with Game Thinking
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
Create a customer
experience that
evolves over time
STEP 3
Plan your 

Mastery
Path
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 flop on the couch and get the
escapist, immersive hit of flipping through
Vogue - but in a game.”
Fashion
Browser
Habit Story
When I
need to relax after a long day at work



I want to
see gorgeous, creative outfits – made
from the latest designer fashions


So I can
stay on top of fashion trends in a fun,
relaxing & playful way
Activity
Outcome
Trigger
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.”
When I
need to dress up for an
important event
I want to
raid my friend’s closet and get
her feedback on my outfit
So I can
have her accessorize my look
and help me feel confidentCo-Creator
Habit Story
Activity
Outcome
Trigger
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 the idea of a game that lets
me rate my friends’ outfits and tell
them how to dress better – like I do
before every party. Those girls
NEED me :-)”
When I
get together with my friends
before a party
I want to
help them put together their
outfits - make suggestions
So I can
feel proud of how my friends
look; feel needed, like I matter
Armchair
Stylist

Habit Story
Activity
Outcome
Trigger
Prototype & test a
simple, engaging
21-day experience
STEP 4
Playtest your 

Learning
Loop
Have you ever
built the wrong
MVP?
we’ve seen the cartoons
but… what should you build first?
Robin Allenson

CEO, Similar.ai
from a polished game with no engagement…
…to a rough prototype 

that fashion designers
are begging to get their
hands on & use
“finding the fun” =
building engagement from the inside out
What’s the right MVP for
an engaging product?
Fake 

landing page?
Fake 

landing page?
X
Operant
Conditioning
AKA 

Skinner Box?
X
Operant
Conditioning
AKA 

Skinner Box?
Skill-building =
making
customers more
awesome
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
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
Skill-building =
making customers
more awesome
Learning Loop =
making customers
more skillful
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
Where should I focus when I’m

building my MVP?
Game Thinking Quotes
The smartest MVP is a 

Core Learning Loop
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
STEP 5
Validate your 

Product
Strategy
Learn from your
testing & decide
how to proceed
Game Thinking Quotes
“You can use an eraser
on the drafting table or
a sledgehammer on the
construction site.”
Frank Lloyd Wright
Architect
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 

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 an
idea; fall in love with
solving a problem
& learning from
your customers
Prototype 

to Learn
Shanghai Keynote: Innovate smarter with Game Thinking
What can 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
• Measurably improve your innovation outcomes
*Minimum Viable Product
THANK YOU
@amyjokim
gamethinking.io
amyjokim@gmail.com

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