Game thinking for rapid innovation

1. Game Thinking innovate smarter with design techniques from hit games

2. Is this you? • I want to reduce churn and engage my customers more deeply • I want to tune my ideas with the right people and ﬁnd product/market ﬁt • I want better innovation outcomes with a process based on real-world success

3. Amy Jo Kim, Ph.D.  Game Designer Startup Coach Entrepreneur

4. I help startups, game studios & global brands build deep engagement from the ground up

5. I’ve worked on a diverse set of innovative worldwide hits

6. online marketplace

7. Massively multuplayer RPG

8. Multi-player rhythm action game

9. PC simulation game

10. mobile fashion game

11. digital mental health app

12. online toy rental service

13. Some teams I worked with created breakthrough hits  Others didn’t cross the chasm

14. What’s the diﬀerence between   teams that succeed & fail?

15. Game Thinking 5 steps to product/market ﬁt

16. Game Thinking Hypothesize & plan your experiment articulate your product strategy and prioritize your assumptions

17. 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 your ﬁrst idea

18. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Stage Gate Theory

22. Game Thinking Quotes Plan your experiment with the MVP Canvas

23. • x evergreen hit game

24. Discover Your Personal Style Glamorous Trendsetting Understated

25. MVP Canvas BEFORE Young women (18-30) who play mobile fashion games Aspirational dress-up in designer fashion PLUS celebrity stylist advice

26. MVP Canvas BEFORE Young women   (18-30) who play mobile fashion games Aspirational   dress-up in designer fashion PLUS celebrity stylist advice F2P co-op game with real-world fashion content and hot trends Vogue alternative – stay up-to-date on fashion by playing – not just looking

27. MVP Canvas BEFORE Young women   (18-30) who play mobile fashion games Aspirational   dress-up in designer fashion PLUS celebrity stylist advice F2P co-op game with real-world fashion content and hot trends Vogue alternative – stay up-to-date on fashion by playing – not just looking F2P game experience Existing, addressable audience for fashion games Like/Dislike metrics via interviews with hardcore fashion gamers

28. MVP Canvas BEFORE Young women   (18-30) who play mobile fashion games Aspirational   dress-up in designer fashion PLUS celebrity stylist advice F2P co-op game with real-world fashion content and hot trends Vogue alternative – stay up-to-date on fashion by playing – not just looking F2P game experience Existing, addressable audience for fashion games Like/Dislike metrics via interviews with hardcore fashion gamers Young women want a mobile game based on real-world fashion PLUS access to a celebrity stylist

29. Game Thinking Empathize with your Superfans identify your hot-core customers and design for their needs, habits and frustrations

30. Game Thinking Quotes “Build something just a few people want - even if most people don’t get it right away” Paul Buchheit Partner, Y-Combinator Find your early hot-core customers

31. Game Thinking Quotes Innovation diffusion theory EVERETT ROGERS, 1961

32. Have you ever listened to the wrong customers?

33. Finding your cearly customers  can determine whether you thrive - or fail

34. This innovative gaming platform didn't make it across the chasm

35. This innovative mobile health service became a hit

36. Game Thinking Quotes Crossing the Chasm GEOFFREY MOORE, 1991 HASM

37. Game Thinking Quotes Crossing the Chasm GEOFFREY MOORE, 1991 HASMSTART NOT

38. Who to listen to - & who to ignore?

39. don’t rely on friends & family

40. or people in your ultimate target market

41. increasing value over time

42. Game Thinking Quotes MVP Test Speed Interview How do (the most successful) innovators  ﬁnd & leverage Superfans?

43. rhythm action nerds who know the basics

44. simulation enthusiasts who love to make things

45. Lego-loving families who enjoy sharing photos

46. Mobile-savvy fashionistas who love to play dress-up

47. How did the Covet Fashion team identify & leverage their Superfans?

48. bVisionary Leaders Superfan Screener

49. Speed interviews

50. Concept Playtests

51. Game Thinking Quotes How can YOU do this? MVP Test Speed Interview

52. Game Thinking Quotes Super Fan Funnel MVP Test Speed Interview Screener x

53. Game Thinking Quotes Super Fan Funnel MVP Test Speed Interview Screener

54. Game Thinking Quotes Super Fan Funnel MVP Test Interview Screener

55. Game Thinking Quotes Super Fan Funnel Playtest Interview Screener

56. Game Thinking Quotes If you want to cross the chasm…

57. Game Thinking Quotes Early adopters Start Here

58. Game Thinking Quotes Early majority Expand when ready

59. Game Thinking Design your Customer Journey sketch out how your customer experience will evolve over time

60. Game Thinking Quotes Make people better at something they want to get better at. Kathy Sierra Author, Headﬁrst Series Upgrade your user, not your product

61. Game Thinking Quotes Mastery Path MASTERY HABIT-BUILDING ONBOARDING DISCOVERY What is this? Is it right for me?  What’s the value proposition?

62. Game Thinking Quotes Mastery Path MASTERY HABIT-BUILDING ONBOARDING DISCOVERY How do I learn the ropes?   How do I start giving & getting value?

63. Game Thinking Quotes Mastery Path MASTERY HABIT-BUILDING ONBOARDING DISCOVERY What urge pulls me back? What am I getting better at?

64. Game Thinking Quotes Mastery Path MASTERY HABIT-BUILDING ONBOARDING DISCOVERY What skills & knowledge have I mastered? How can I leverage that?

65. 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

66. Game Thinking Quotes Discovery is for Visitors Social discovery via friends and colleagues

68. Game Thinking Quotes Onboarding is for Newbies Learn the ropes with a friendly bot

70. Game Thinking Quotes Habit-building is for Regulars Customized group chat with emojis, bots, and integrations

72. Game Thinking Quotes Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app

73. Game Thinking Quotes Build something people love Create an experience that gets better as your customers become more skillful MASTERY HABIT-BUILDING ONBOARDING DISCOVERY

74. Game Thinking Quotes How does this work in practice? MVP Test Speed Interview

75. Distil. Key Customer Insights with Job Stories When _________ I want to ______________ so I can ______________ trigger activity + goal Job Story desired outcome

76. Focus on you Habit Stories =   Job Stories Built Around a Habit

77. Fashion Browser stay up-to-date on fashion trends Co-Creator shop & dress with a buddy Armchair Stylist tell other people how to dress

78. “When I’m tired after a long day at work, I want to kick off my heels, flop on the couch, & immerse myself in a beautiful world of high fashion. I just wish it was more customized to me and my taste.” BEHAVIOR: Fashion Browser Existing Habit

79. BEHAVIOR: Fashion Browser Habit Story

81. BEHAVIOR: Co-creator Existing Habit “Patti told me to put these shoes and belt together with this outfit – I’d never think of that combination but it TOTALLY works. I wish I had her advice all the time.”

82. BEHAVIOR: Co-creator Habit Story

84. “I LOVE to get my friends together at my place before heading out, so I can critique their outfits and tell them how to dress better. Those girls NEED me :-)” BEHAVIOR: Armchair Stylist  Existing Habit

85. BEHAVIOR: Armchair Stylist  Habit Story

86. Game Thinking Playtest Your Learning Loop bring your core functionality to life by testing with high-need early customers

87. 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

88. Game Thinking Quotes What’s the right MVP   for your engaging product? MVP Test Speed Interview

89. Fake   landing page?

90. Fake   landing page? X

91. Operant Conditioning AKA   Skinner Box?

92. X Operant Conditioning AKA   Skinner Box?

93. Self- Determination Theory

94. Game Thinking Quotes MVP Test Speed Interview Skill-building makes customers more awesome

95. Game Thinking Quotes “Fun is just another word for learning.” Raph Koster author, A Theory of Fun

96. “ﬁnding the fun” = building engagement from the inside out

97. 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 Learning Loop makes customers more skillful

98. identify your core social actions

99. identify your core social actions

100. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates TRIGGER ACTIVITY

101. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates SIMPLE FEEDBACK

102. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates SIMPLE FEEDBACK

103. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates PROGRESS TRIGGER

104. Game Thinking Quotes MVP Test Speed Interview Design your Learning Loop to make customers more skillful

105. Early Majority Closed Beta Friends & Family Team &   Department typical play-testing progression  

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

107. Common Testing Artifacts prototype your product with increasing ﬁdelity

108. Concept Storyboards Visualize how customers use your product over time

109. 3-Part Playtest Script 1) warmup 2) test your artifact 3) debrief

110. Game Thinking Quotes “You can use an eraser on the drafting table or a sledgehammer on the construction site.” Frank Lloyd Wright Architect

111. Game Thinking Quotes Want clear, actionable data? Playtest Interview Screener with Superfan Cohorts

112. Game Thinking Validate your assumptions distill your test results and create your product roadmap

113. Game Thinking Quotes MVP Test Speed Interview How do (the best) game designers and product leaders validate ideas and  bring an MVP to life?

114. Game Thinking Quotes “MVP is a liquid, not a solid” Steve Vassallo Partner, Foundation Capitol

115. we imagined living out a rock star fantasy…

116. and started by tuning & iterating a single song

117. we imagined a doll house come to life…

118. and started with tiny world-building experiments

119. we imagined a cooperative dress-up game…

120. and piggy-backed our ideas onto existing habits

121. we imagined a science-based happiness game…

122. and built a simpler UX that delighted early customers

123. Game Thinking Quotes MVP Test Speed Interview now it’s your turn

124. Who should I listen to?

125. Who should I listen to? What should I build?

126. Who should I listen to? What should I build? At what development stage?

127. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap

135. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap START HERE

136. How did Covet Fashion come to life?

137. Pleasurable Daily Habit: browsing & rating outfits I love seeing what’s new, browsing designer clothes – it’s the perfect way to unwind after a long day

138. 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 Social Hook: raiding your friend’s closet

139. is for Enthusiasts Discover Your Style Attend an Event Make a Collection Browse Your Stream Mastery Path: Get ahead by putting together great outfits

140. Invites Waiting Browse New Content Dress for the Event Get Social Feedback Raid your friend’s closet Browse your Style Feed Choose an Invitation Learning Loop: dress up for aspirational events

141. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Prototype to Learn

142. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage don’t fall in love with an idea; fall in love with solving a problem & learning from your customers Prototype to Learn

143. 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 • Dramatically improve your innovation outcomes *Minimum Viable Product

144. gamethinking.io want more?

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