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Game Thinking
Build a better, faster product with
amyjokim.com getting2alpha.comshufflebrain.com
Agile India 2016
Welcome
I’m glad 

you’re here
Is this you?
• need to accelerate early design process
• tough to filter & apply all the feedback
• hard to make a stripped-down MVP
Getting2Alpha: Turbo-charge your product with Game Thinking by Amy Jo Kim
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.
• Social Game Designer
• Entrepreneur
• Startup Coach
Amy Jo Kim, Ph.D.
As a
child
I loved
to play
As a
child
I loved
to play
But I
didn’t
love to
compete
one night
on a beach
in Greece
my creativity
was re-ignighted
I found another way to play
I developed my coop design skills
then one day, I got THE CALL
we created a breakthrough hit
which led to more breakthrough hits
and insights into Game Thinking
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
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?
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?
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 experience
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
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
by offering an extensible
environment — built to
enable player creativity
Slack evolves to match your skill level
Fun is just another
word for learning.
Raph Koster
author, A Theory of Fun
Find the fun in your Core Loop
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
Zero-Sum Game
We are opponents
I Win You Lose
Head-to-Head Battles War Simulations
Rank-Ordered Competitions Gambling
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
Martial Arts Charity Walk
Double Dutch Pictionary
What kind of fun are your customers looking for?
Do they want to be partners? or opponents?
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
Operant
Conditioning
AKA 

Skinner Box?
X
Operant
Conditioning
AKA 

Skinner Box?
Skill-building =
making customers
more awesome
Skill-building =
making customers
more awesome
Core Loop = 

skill-building
habit loop
Skill-Building Core Loop
Core Loop = your Day 21 experience
Finding the fun in a
co-op music game
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
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
Check Updates
urge to connect
with your team
Read &
Respond to
Updates
No More
Updates Need
Attention
Customize your
experience
Trigger
Activity
Engaging
activity 

satisfies an
urge or need
Internal
Trigger
Core Loop
Feedback &
progress
promote 

learning &
mastery
EscapeTime!

urge to dive into
an escapist world
Read &
Respond to
Updates
No More
Updates Need
Attention
Customize your
experience
Feedback &
Progress
Core Loop
EscapeTime!

urge to dive into
an escapist world
Read & Respond
to Updates
No More Updates
Need Attention
Customize your
experience
Investment Path
Investment 

& triggers 

pull people back
Engaged
Trigger
Check Notifications
Core Loop
Skill-building =
making customers
more awesome
Core Loop =
making customers
more skillful
Start with a
skill-building
Core Loop
Wanna build long-term engagement?
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
Everett Rogers, 1961
Innovation
Diffusion
Theory
To cross 

the chasm…
Find & delight
a few passionate
early customers
the fans out
there are
entertaining us,
the developers,
with their
creations!
Will Wright
designer, The Sims
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
Leverage your
relationships with
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
How to build a

Game
Thinking
Roadmap
Ideas
Design & 

Build
Product
Measure
Data
Learn
Test your
high-risk
assumptions
Co-create mastery
with your Superfans 

& enthusiasts
Amy Jo’s MVP methodology is
fantastic. The ROI you’ll see is
a no-brainer.
Ofer Leidner
President, Happify
Case Study:
CHALLENGE
build prototype
identify early customers
prove business model
SHORTCUTS
clarify product strategy
find passionate customers
prototype Core Loop
Skill-Building Core Loop
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
What if you could…
• Accelerate your early product development?
What if you could…
• Accelerate your early product development?
• Talk with EXACTLY the right customers early on?
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*?
*Minimum Viable Product
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
getting2alpha.com/masterclass
Ready to accelerate
product/market fit?
let’s stay
in touch
@amyjokim
amyjokim.com
ajk@getting2alpha.com

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