Game Thinking Fundamentals

1. Game Thinking innovate smarter & build deep engagement   with design techniques from hit games

2. Is this you? I want to… • reduce churn and engage my customers over time • test my ideas on the right people and ﬁnd product/market ﬁt • get better innovation outcomes for my team with a proven process that’s created real-world success

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

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. mobile fashion game

8. leading digital health app

9. online toy rental service

10. +Author 2000 2018

11. +Educator

12. Design work for major brands

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. The double-diamond approach how to design a product that people want & use

16. Design Thinking

17. Game Thinking 5 steps to product/market ﬁt

18. Game Thinking Step 1: Hypothesize articulate your product strategy and prioritize your assumptions

19. 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

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

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

25. • x evergreen hit game

26. Covet Fashion Elevator Pitch V1 We are developing a F2P mobile game based on real-world fashion To help fashion-loving gamers play dress-up with designer clothes Using our knowledge of F2P gaming and female gamers e

27. Build Your Dream Closet Collect designer clothes ! dress for gala events !   build a lust-worthy closet of stunning outfits

28. Discover Your Personal Style Glamorous Trendsetting Understated

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

30. 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

31. 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

32. 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

33. Game Thinking Step 2: Empathize identify your hot-core customers and learn about their needs, habits and frustrations

34. 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

35. Have you ever listened to the wrong customers?

36. Finding the right customers  can determine whether you thrive - or fail

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

38. This innovative mobile game turned into an evergreen hit

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

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

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

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

43. don’t rely on friends & family

44. or people in your ultimate target market

45. increasing value over time

46. Game Thinking Quotes How do we actually do this? MVP Test Speed Interview

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

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

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

50. Game Thinking Quotes Super Fan Funnel Playtest Interview Screener

51. Let’s see how successful innovators   ﬁnd & leverage SuperFans

52. your super-fans are SPECIFIC to your project

53. rhythm action nerds who know the basics

54. simulation enthusiasts who love to make things

55. Lego-loving families who enjoy sharing photos

56. Mobile-centric   fashionistas

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

58. bVisionary Leaders Superfan Screener

59. Speed interviews

60. Existing Habits

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

62. Game Thinking Quotes Early adopters Start Here

63. Game Thinking Quotes Early majority Expand when ready

64. Game Thinking Step 3: Design sketch out how your customer experience will evolve over time

65. 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

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

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

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

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

70. 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

71. 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

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

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

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

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

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

80. Game Thinking Quotes How do we actually do this? MVP Test Speed Interview

81. Capture Key Insights about Customer Habits & Needs When _________ I want to ______________ so I can ______________ trigger activity + goal Job Stories desired outcome

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

83. Fashion Browser Existing Habit “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 aspirational world of high fashion. I just wish it could be customized more to me and my taste.”

84. Fashion Browser Habit Story

86. 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.”

87. Co-creator Habit Story

89. Armchair Stylist  Existing Habit “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 :-)”

90. Armchair Stylist  Habit Story

91. Game Thinking Step 4: Playtest bring your core functionality to life by testing with high-need early customers

92. 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

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

94. Fake   landing page?

95. Fake   landing page? X

96. Operant Conditioning AKA   Skinner Box?

97. X Operant Conditioning AKA   Skinner Box?

98. Self- Determination Theory

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

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

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

102. 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

103. identify your core social actions

104. identify your core social actions

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

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

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

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

109. Common Testing Artifacts prototype your product with increasing ﬁdelity

110. Concept Scenarios storyboard people using your product over time

111. 3-Part Playtest Script warmup, test artifact, debrief

112. Game Thinking Step 5: Validate distill your test results and create your product roadmap

113. Game Thinking Quotes “You can use an eraser on the drafting table or a sledgehammer on the construction site.” Frank Lloyd Wright Architect Test your ideas early, in rough form

114. Putting it all Together What to build? Who to listen to? At what dev stage?

115. Game Thinking Quotes Game Thinking Roadmap

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

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

125. Game Thinking Quotes MVP Test Speed Interview How do (the best) game designers build and tune their MVP?

126. we imagined living out a rock star fantasy…

127. and started by tuning & iterating a single song

128. we imagined a doll house come to life…

129. and started with tiny world-building experiments

130. we imagined a cooperative dress-up game…

131. and piggy-backed our ideas onto existing habits

132. 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

133. 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

134. is for Enthusiasts Discover Your Style Attend an Event Make a Collection Browse Your Stream Covet Fashion Journey to Mastery

135. 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

136. Everett Rogers Scientist, Bell Labs Playtesting Progression who do you listen to? at what dev stage?

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

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

139. What will 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 • Improve your innovation outcomes *Minimum Viable Product

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

141. 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

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

143. want more? gamethinking.io/playbook