for breakthrough innovation 5 Key
Hacks Amy Jo Kim, Ph.D.

1 Section One – Introduction
Table of Contents What We’ll Cover Today

1 Section One – Introduction
Think Like a Scientist Laser-focus on Early Adopters Gather customer insights early Build & test your Core Loop Co-create a path to mastery 2 Section Two – 5 Key Hacks for Breakthrough Innovation Table of Contents What We’ll Cover Today

1 Section One – Introduction
Think Like a Scientist Laser-focus on Early Adopters Gather customer insights early Build & test your Core Loop Co-create a path to mastery 2 Section Two – 5 Key Hacks for Breakthrough Innovation 3 Section Three – Getting Started: 3 Smart Shortcuts Table of Contents Clarify your strategy & assumptions with the MVP Canvas Gather early-adopter insights with Speed Interviews Turn insights into product design with Habit Stories What We’ll Cover Today

section one
IntroductionIntroduction Section One

A hunch is creativity trying
to tell you something. Frank Capra Filmmaker

You’ve got a great product
idea

Section TwoHow I discovered these
HacksHow do you know if it’s the RIGHT ONE?

co-founder, Shufflebrain
shufflebrain.com

we partner with great companies
to make smart games for a connected world

what can we learn from
breakthrough innovations? Rock Band The Sims Covet Fashion eBay

5 Hacks for Successful Innovation
Section TwoHow I discovered these HacksCan we generate & validate innovative product ideas Better, Smarter, Faster?

that lead to breakthrough innovations
5 Key Hacks Section Two

Hack 1: Think like a
scientist Hack 1: think like a scientist

To increase your chances of
success, minimize time through the Build-Measure-Learn cycle Eric Ries Author, The Lean Startup you are here

Ask the hard, important questions
upfront Rock Band The Sims Covet Fashion eBay

what do people want to
do in a virtual dollhouse simulation? Think Like a Scientist: The Sims

What social systems do we
need to build trust online in a marketplace? Think Like a Scientist: eBay

Can non-musicians play plastic instruments
together and feel like a band? Think Like a Scientist: Rock Band

Will fashion-loving young women pay
to play dress-up with real designer clothes? Think Like a Scientist: Covet Fashion

Hack 1: Think like a
scientist Hack 2: laser-focus on early adopters

Why focus on the early
market?Ever heard of Crossing the Chasm? Geoffrey Moore, 1992

Why focus on the early
market?Successful innovations delight a small early market FIRST Innovation Diffusion Theory Everett Rogers, 1961

Early adopters will put up
with cost and ridicule for innovations that meet real needs. Erika Hall author, Just Enough Research you are here Find & delight your early adopters

Gather ideas and feedback on
key systems Laser-Focus on Early Adopters: eBay

Cultivate relationships with content creators
Laser-Focus on Early Adopters: The Sims

Leverage relationships with avid music
gamers Laser-Focus on Early Adopters: Rock Band

Hack 3: harvest customer insights
early Hack 3: gather customer insights early

you are here Create a
culture of iterative play-testing There is nothing quite so useless as doing with great efficiency something that should not be done at all. Peter Drucker

Conduct onsite interviews with social
gamers Gather Customer Insights Early: Rock Band

Setup weekly interviews & play-tests
female team + fashion research  crossover appeal to non-gamers Gather Customer Insights Early: Covet Fashion

Expand playtests with team 
friends  enthusiasts Female-driven team  strong appeal to female audience Gather Customer Insights Early: The Sims

Hack 3: harvest customer insights
early Hack 4: build & test your Core Loop

What is – and isn’t
- a core loop? you are here 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 Games DESIGN & BUILD

Fake Landing Page?
AKA Discovery

Fake Landing Page?
AKA Discovery

Operant Conditioning Loop? AKA Skinner
Box

Operant Conditioning Loop? AKA Skinner
Box

skill-building = making customers more
awesome

Skill-building habit loop?

Skill-building habit loop?

Engaging activity + internal urge
fuels the loop

Feedback & progress support learning
& mastery

Investment & triggers pull people
back

Focus on prototyping, testing &
tuning the basics Build & test your Core Loop: Rock Band

Create a daily skill-building reason
to return Browse your Style Feed Browse New Content Show off your outfit Raid your friend’s closet Browse your Style Feed Accept an Invitation Dress for the Event See New Invitations Build & test your Core Loop: Covet Fashion

Hack 5: Create a path
to mastery Hack 5: co-create a path to mastery

you are here DESIGN &
BUILD Every artist was first an amateur. Ralph Waldo Emerson Author, Essays on Self-Reliance

Engage customers with progressive skill-building

Empower enthusiasts & early adopters
by giving them tools, access & special powers

Harvest ideas from early adopters
Co-create a path to mastery: eBay

Release tools early to your
fan community then harvest feedback & ideas for advanced features Co-create a path to mastery: The Sims

Build mastery systems around early
adopter & non-musician aspirations Co-create a path to mastery: Rock Band

Create rating systems that bubble
up experts Co-create a path to mastery: Covet Fashion

Think like a scientist Recap:
5 Key Hacks

Think like a scientist Laser-focus
on early adopters Recap: 5 Key Hacks

Think like a scientist Laser-focus
on early adopters Harvest customer insights early Recap: 5 Key Hacks

Think like a scientist Laser-focus
on early adopters Harvest customer insights early Build & test your core loop Recap: 5 Key Hacks

Think like a scientist Laser-focus
on early adopters Harvest customer insights early Build & test your core loop Co-create a path to mastery Recap: 5 Key Hacks

5 Hacks for Successful Innovation
3 Smart Shortcuts Section Three to turbo-charge your Customer Discovery

CASE STUDY

Section Two1. MVP CanvasShortcut #1:
the MVP Canvas

Think like a scientist Laser-focus
on early adopters Harvest customer insights early Build & test your core loop Co-create a path to mastery Shortcut #1: the MVP Canvas

Section Two 5 Hacks for
Successful Innovation 1. MVP CanvasClarify your product strategy

Section Two 5 Hacks for
Successful Innovation 1. MVP CanvasIdentify strengths, values & success metrics

Section Two 5 Hacks for
Successful Innovation 1. MVP CanvasPrioritize your highest-risk assumptions

Section Two1. MVP CanvasShortcut #2:
Speed Interviews

Think like a scientist Laser-focus
on early adopters Harvest customer insights early Build & test your core loop Co-create a path to mastery Shortcut #2: Speed Interviews

Interview 10-15 (potential) early adopters
5-10 min. per interview

Ask just a few revealing
questions Needs & Desires Daily Habits Beliefs & Ideas

Section Two 5 Hacks for
Successful Innovation 1. MVP Canvas I’m in the background, taking notes and categorizing patterns I’m answering questions I’m asking questions Interviewer Subject Note-taker Interviewer + Note-Taker Pairs = Better, Faster Pattern Recognition

Section Two1. MVP CanvasIdentify 5-7
Enthusiastic Early Adopters Early Adopters Identify Early Adopters + Collect InsightsCustomer Insights

Section Two1. MVP Canvas When
trigger I want a activity + goal so I can outcome Shortcut #3: Habit Stories

Think like a scientist Laser-focus
on early adopters Harvest customer insights early Build & test your core loop Co-create a path to mastery Shortcut #3: Habit Stories

habits, ideas, unmet needsHabit Story
= existing habit + unmet need  Job Story When _________ I want to _____________ so I can __________ trigger activity + goal outcome +

habits, ideas, unmet needsPiggyback your
Core Loop onto an existing habit + unmet need +

CASE STUDY
MVP Canvas

CASE STUDY MVP Canvas Speed
Interviews

CASE STUDY MVP Canvas Speed
Interviews Habit Stories +

Covet Fashion BEFORE Young women
18-30 who play mobile fashion games Aspirational dress-up in designer fashions PLUS advice from a celebrity stylist

Covet Fashion BEFORE Young women
18-30 who play mobile fashion games Aspirational dress-up in designer fashions PLUS advice from a celebrity stylist F2P co-op game with real-world fashion content & hot trends Vogue alternative - stay up-to-date on fashion by playing – not just looking

Covet Fashion BEFORE Young women
18-30 who play mobile fashion games Aspirational dress-up in designer fashions PLUS advice from a celebrity stylist F2P co-op game with real-world fashion content & hot trends Vogue alternative - stay up-to-date on fashion by playing – not just looking like/dislike metrics via interviews with hard-core fashion gamers F2P game experience Existing, addressable audience for fashion games

Covet Fashion BEFORE Young women
18-30 who play mobile fashion games Aspirational dress-up in designer fashions PLUS advice from a celebrity stylist F2P co-op game with real-world fashion content & hot trends Vogue alternative - stay up-to-date on fashion by playing – not just looking like/dislike metrics via interviews with hard- core fashion gamers F2P game experience Existing, addressable audience for fashion games Young women want a mobile game based on real-world fashion PLUS access to a celebrity stylist

Speed Interviews WHO we spoke
with • 15 young women 18-40 who play mobile fashion games • Recruited from existing player base & craigslist ads

Speed Interviews WHO we spoke
with • 15 young women 18-40 who play mobile fashion games • Recruited from existing player base & craigslist ads WHAT we asked them to do • Spend 5-10 minutes answering 3-5 questions The best interview subjects became paid testers

Speed Interviews WHO we spoke
with • 15 young women 18-40 who play mobile fashion games • Recruited from existing player base & craigslist ads WHAT we asked them to do • Spend 5-10 minutes answering 3-5 questions The best interview subjects became paid testers WHEN & WHERE we ran these tests • Via phone & Skype, over a period of 2 weeks

Research Results: 3 Key Patterns
Fashion Browsers want to immerse themselves in a beautiful aspirational world that keeps them up to date on fashion trends Co-creators want to “do fashion” with a buddy – a friend or relative they can dress with, shop with, and borrow from. Armchair Stylists love telling other people how to dress – they want role-play a celebrity stylist, and get credit for their fashion sense

When I’m tired after a
long day, I want to flop on the couch & get the escapist, immersive experience of flipping through Vogue – but in a game. The Fashion Browser

When I Login to the
game 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 and relaxing way When I’m tired after a long day, I want to flop on the couch & get the escapist, immersive experience of flipping through Vogue – but in a game. The Fashion Browser HABIT STORY

Patti told me to put
these shoes and belt together with this outfit – I would never think of that, but it TOTALLY works. I need her advice all the time! The Co-Creator

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 online so I can have her accessorize my look and help me feel confident - just like in real life :-) Patti told me to put these shoes and belt together with this outfit – I would never think of that, but it TOTALLY works. I need her advice all the time! The Co-Creator HABIT STORY

I LOVE the idea a
game that lets me rate my friends’ outfits & tell them how to dress better – like I do before every party  The Armchair Stylist

When I Login to the
game 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 and relaxing way I LOVE the idea a game that lets me rate my friends’ outfits & tell them how to dress better – like I do before every party  The Armchair Stylist HABIT STORY

Covet Fashion AFTER Young women
18-30 who play mobile fashion games Skews older – women 18-45 like the game & older women spend more $$ Aspirational dress-up in designer fashions PLUS advice from aspiring player- stylists F2P co-op game with real-world fashion content & hot trends Vogue alternative - stay up-to-date on fashion by playing – not just looking like/dislike metrics via interviews with hard- core fashion gamers F2P game experience Existing, addressable audience for fashion games Young women want a mobile game based on real-world fashion PLUS access to a celebrity stylist

Covet Fashion AFTER Young women
18-30 who play mobile fashion games Skews older - women 18-45 like the game & older women spend more $$ Aspirational dress-up in designer fashions PLUS advice from aspiring player-stylists F2P co-op game with real-world fashion content & hot trends Vogue alternative - stay up-to-date on fashion by playing – not just looking like/dislike metrics via interviews with hard-core fashion gamers F2P game experience addressable audience for fashion games Young women want a mobile game based on real-world fashion PLUS access to a celebrity stylist

Covet Fashion AFTER Young women
18-30 who play mobile fashion games Skews older - women 18-45 like the game & older women spend more $$ Aspirational dress-up in designer fashions PLUS advice from aspiring player-stylists F2P co-op game with real-world fashion content & hot trends Vogue alternative - stay up-to-date on fashion by playing – not just looking like/dislike metrics via interviews with hard- core fashion gamers F2P game experience addressable audience for fashion games Young women want a mobile game based on real-world fashion and will spend $$ on a game based on real-world fashion Young women want access to a celebrity stylist – AND to up- and-coming stylists

iterative play-testing  hit game

Try out these techniques for
yourself http://mvpdesignhacks.com/shortcuts

Is this you? My team
is creating an innovative project

Is this you? My team
is creating an innovative project We’re in an entrepreneurial organization startup, incubator, accelerator, enlightened co.

Is this you? My team
is creating an innovative project We’re in an entrepreneurial organization startup, incubator, accelerator, enlightened co. We want to validate ideas faster & smarter

Is this you? My team
is creating an innovative project We’re in an entrepreneurial organization startup, incubator, accelerator, enlightened co. We want to validate ideas faster & smarter We have the bandwidth to focus for 4 weeks

validate your product idea with
game design smarts TEAM program LEADER program Custom Packages MVP Design Hacks

Testimonials from startup founders This
program gave me a framework for turning my startup ideas into concrete reality. Megan Berwick Founder, Stealth Startup Testimonials

Testimonials from startup founders This
program gave me a framework for turning my startup ideas into concrete reality. Megan Berwick Founder, Stealth Startup MVP Design Hacks gave me the skills and confidence to quickly validate my ideas & build a product that our customers love and need. Amanda Pouchot Founder, Stealth Startup Testimonials

Testimonials from startup founders This
program gave me a framework for turning my startup ideas into concrete reality. Megan Berwick Founder, Stealth Startup MVP Design Hacks gave me the skills and confidence to quickly validate my ideas & build a product that our customers love and need. Amanda Pouchot Founder, Stealth Startup Fantastic methodology – the ROI you’ll see is a no- brainer. Ofer Leidner President, Happify Testimonials

Testimonials from startup founders This
program gave me a framework for turning my startup ideas into concrete reality. Megan Berwick Founder, Stealth Startup MVP Design Hacks gave me the skills and confidence to quickly validate my ideas & build a product that our customers love and need. Amanda Pouchot Founder, Stealth Startup Fantastic methodology – the ROI you’ll see is a no- brainer. Ofer Leidner President, Happify This program was invaluable in helping us connect ideas & prototypes to the needs of a real audience. Ori Ratner Co-founder, Pedago Testimonials

Testimonials from startup founders This
program gave me a framework for turning my startup ideas into concrete reality. Megan Berwick Founder, Stealth Startup MVP Design Hacks gave me the skills and confidence to quickly validate my ideas & build a product that our customers love and need. Amanda Pouchot Founder, Stealth Startup Fantastic methodology – the ROI you’ll see is a no- brainer. Ofer Leidner President, Happify This program was invaluable in helping us connect ideas & prototypes to the needs of a real audience. Ori Ratner Co-founder, Pedago We created and tested our MVP in record time. An invaluable investment that’s still paying off. Ranan Lachman CEO, Pley Testimonials

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