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Game Thinking Asia Keynote

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slides from my keynote talk at Game Thinking Asia keynote

Published in: Design

Game Thinking Asia Keynote

  1. 1. Game Thinking drive product/market fit & lasting engagement with
  2. 2. What is Game Thinking?
  3. 3. Upgrade your user, not your product… 
 make people better at something they want to get better at. Kathy Sierra Co-creator,, Head First Series Make your customers more awesome Game Thinking Quotes
  4. 4. To increase your chances of success, minimize time through the 
 Build/Measure/ Learn cycle Eric Ries Author, The Lean Startup Accelerate your Innovation Cycle Game Thinking Quotes
  5. 5. Fun is just another word for learning Raph Koster Author, A Theory of Fun Treat your customers as Learners Game Thinking Quotes
  6. 6. what is Game Thinking?
  7. 7. what is Game Thinking?
  8. 8. what is Game Thinking?
  9. 9. what is Game Thinking?
  10. 10. what is Game Thinking?
  11. 11. smarter, faster
 innovation Game Thinking the art and science of engaging customers on a mastery path
  12. 12. Amy Jo Kim, Ph.D. Game Designer & Startup Coach
  13. 13. I help startups, game studios & global brands build social products that drive long-term engagement
  14. 14. It all started when I got laid off
  15. 15. I launched my own digital design company
  16. 16. wrote a book about Community Design
  17. 17. then one day, I got the call
  18. 18. we created a breakthrough hit
  19. 19. Rock Band Players Apparently Have Better Music Perception
  20. 20. which led to more breakthrough hits
  21. 21. design work for major brands
  22. 22. a VC-funded braingames startup
  23. 23. hard lessons about early-stage innovation
  24. 24. & insights into what makes a hit
  25. 25. evergreen hit game
  26. 26. leading digital health app
  27. 27. online toy rental service
  28. 28. 3 Game Thinking
 Techniques to accelerate innovation & build lasting engagement Super-fans Learning Loop Mastery Path
  29. 29. Have you ever listened to the wrong customers?
  30. 30. Finding the right customers
 can determine whether you thrive - or fail
  31. 31. innovative gaming platform didn’t find an audience
  32. 32. digital health app found exactly the right audience
  33. 33. 3 Test your ideas on a handful of passionate, high-need early customers 21 Super-fans
  34. 34. Create something that a few people love - even if most people don’t get
 it right away. Paul Buchheit Partner, Y-Combinator
  35. 35. Geoffrey Moore Author, Crossing the Chasm
  36. 36. The technology adoption lifecycle (1991)
  37. 37. [Innovation Diffusion Theory]
 Now, I’m not the first one to discover this. Way back in 1961, Everett Rogers of Bell Labs published his landmark study of how innovation spreads in social systems. Everett Rogers Scientist, Bell Labs
  38. 38. Innovation Diffusion Theory (1961)

  39. 39. Who to listen to - & who to ignore?
  40. 40. don’t rely on friends & family
  41. 41. or people in your ultimate target market
  42. 42. increasing value over time
  43. 43. How do successful innovators 
 find & leverage SuperFans?
  44. 44. your super-fans are SPECIFIC to your project
  45. 45. rhythm action nerds who know the basics
  46. 46. simulation enthusiasts who love to make things
  47. 47. Lego-loving families who enjoy sharing photos
  48. 48. customers of SAAS consulting firms
  49. 49. if you want to cross the chasm…
  50. 50. find & leverage your Superfans* FIRST * high-need high-value early customers
  51. 51. then expand from that base
  52. 52. Mastery Path Empower your customer over time with learning & skill-building 31 2
  53. 53. Discovery Onboarding Habit-Building Mastery what is my customer’s end-to-end experience? how does it evolve over time?
  54. 54. is for Enthusiasts Discovery Stage 1: Discovery is for Visitors What is this? Is it right for me?
 What’s the value proposition?
  55. 55. is for EnthusiastsStage 2: Onboarding is for Newbies Discovery Onboarding How do I learn the ropes? 
 How do I start giving & getting value?
  56. 56. is for EnthusiastsStage 3: Habit-building is for Regulars Discovery Onboarding Habit-Building What urge pulls me back? What am I getting better at?
  57. 57. is for EnthusiastsStage 4: Mastery is for Enthusiasts Discovery Onboarding Habit-Building Mastery What skills & knowledge have I mastered? How can I leverage that?
  58. 58. is for Enthusiasts Discovery Onboarding Habit-Building Mastery Mastery Path
  59. 59. is for EnthusiastsStage 1: Discovery is for Visitors Social Discovery via Friends & Colleagues
  60. 60. is for EnthusiastsStage 1: Onboarding is for Newbies Learn the ropes with a friendly bot
  61. 61. is for EnthusiastsStage 1: Habit-building is for Regulars Customized group chat with emojis, bots & integrations
  62. 62. is for EnthusiastsStage 1: Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app
  63. 63. Have you ever built the wrong MVP?
  64. 64. we’ve seen the cartoons
  65. 65. (gotta love those cartoons)
  66. 66. but… what should you build first?
  67. 67. Robin Allenson
 CEO, Similar.ai
  68. 68. from a polished game with no engagement…
  69. 69. …to a rough prototype 
 that fashion designers are begging to get their hands on & use
  70. 70. Prototype & tune a simple, engaging
 skill-building feedback loop Learning Loop 321
  71. 71. Fun is just another word for learning Raph Koster Author, A Theory of Fun
  72. 72. “finding the fun” = building engagement from the inside out
  73. 73. What’s the right MVP?
  74. 74. Fake 
 landing page?
  75. 75. Fake 
 landing page? X
  76. 76. Operant Conditioning AKA 
 Skinner Box?
  77. 77. X Operant Conditioning AKA 
 Skinner Box?
  78. 78. Skill-building = making customers more awesome
  79. 79. In a loop, you’re learning a skill & updating your mental model. That’s what leads to player delight. Dan Cook Author, Lost Garden blog Game Thinking Quotes
  80. 80. 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
  81. 81. 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
  82. 82. 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
  83. 83. 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
  84. 84. Skill-building = making customers more awesome
  85. 85. Learning Loop = making customers more skillful
  86. 86. is for Enthusiasts Discovery Onboarding Habit-Building Mastery Where should I focus when I’m building my MVP?
  87. 87. the smartest MVP is a Core Learning Loop
  88. 88. Putting it all Together What to build? Who to listen to? At what dev stage?
  89. 89. 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
  90. 90. X-axis: customer’s journey Game Thinking Roadmap
  91. 91. Y-axis: developer’s journey X-axis: customer’s journey Game Thinking Roadmap
  92. 92. Y-axis: developer’s journey X-axis: customer’s journey Game Thinking Roadmap start with a Learning Loop
  93. 93. How do (the best) game designers build and tune their MVP?
  94. 94. we imagined living out a rock star fantasy…
  95. 95. and started by tuning & iterating a single song
  96. 96. we imagined a doll house come to life…
  97. 97. and started with tiny world-building experiments
  98. 98. we imagined a cooperative dress-up game…
  99. 99. and piggy-backed our ideas onto existing habits
  100. 100. Everett Rogers Scientist, Bell Labs Playtesting Progression who do you listen to? at what dev stage?
  101. 101. Early Majority Closed Beta Friends & Family Team & 
 Department typical play-testing progression 

  102. 102. Early Majority Closed Beta Friends & Family Team & 
 Department Super-fan Community super-fan play-testing progression 

  103. 103. What can Game Thinking do for you? • Dramatically accelerate product discovery • Create a high-learning MVP* for exactly the right customers • Build an experience people come back to, again and again • Improve your innovation outcomes *Minimum Viable Product
  104. 104. The best way to have a good idea is to have lots of ideas Linus Pauling Nobel-winning scientist
  105. 105. don’t fall in love with an idea; fall in love with solving a problem & learning from your customers Prototype to Learn
  106. 106. a proven system to 
 run smarter experiments and design for learning & mastery Game Thinking Toolkit Clarify Identify Listen Distill Design Prototype Test Validate
  107. 107. THANK YOU @amyjokim amyjokim.com gamethinkinglive.com

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