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Game Thinking UIE 2016 Keynote

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Innovate faster and smarter with game thinking powertools

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Game Thinking UIE 2016 Keynote

  1. 1. Today’s Guest: Amy Jo Kim CEO at Shufflebrain @amyjokim Turbo-charge your product design with Game Thinking Welcome I’m glad 
 you’re here
  2. 2. Is this you? • need to accelerate early design process • tough to filter & apply all the feedback • hard to make a stripped-down MVP
  3. 3. 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.
  4. 4. • Social Game Designer • Entrepreneur • Startup Coach Amy Jo Kim, Ph.D. It all started when I got laid off
  5. 5. I launched my own digital design company wrote a book about Community Design
  6. 6. then one day, I got the call
  7. 7. Rock Band Players Apparently Have Better Music Perception
  8. 8. we created a breakthrough hit which led to more breakthrough hits
  9. 9. design work for major brands a VC-funded braingames startup
  10. 10. hard lessons about early-stage innovation & deep insights into Game Thinking
  11. 11. then my favorite client issued a challenge we made 6 months of progress in 6 weeks
  12. 12. & the Getting2Alpha system was born Ideas Design & 
 Build Product Measure Data Learn A faster, smarter way to test high-risk assumptions
  13. 13. 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
  14. 14. 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?
  15. 15. 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?
  16. 16. 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 journey
  17. 17. 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
  18. 18. 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
  19. 19. Create an experience that gets better as your customers become more skilled Wanna build a product people come back to? Fun is just another word for learning. Raph Koster author, A Theory of Fun Find the fun in your Core Loop
  20. 20. 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
  21. 21. Zero-Sum Game We are opponents I Win You Lose Head-to-Head Battles War Simulations Rank-Ordered Competitions Gambling
  22. 22. 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
  23. 23. Martial Arts Charity Walk Double Dutch Pictionary What kind of fun are your customers looking for? Do they want to be partners? or opponents?
  24. 24. 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 Fake 
 landing page?
  25. 25. Fake 
 landing page? X Operant Conditioning AKA 
 Skinner Box?
  26. 26. X Operant Conditioning AKA 
 Skinner Box? Skill-building = making customers more awesome
  27. 27. Skill-building = making customers more awesome Core Loop = 
 skill-building habit loop Skill-Building Core Loop
  28. 28. Core Loop = your Day 21 experience Finding the fun in a team collaboration tool
  29. 29. 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 Engaged Trigger Check Notifications Skill-building = making customers more awesome
  30. 30. Core Loop = making customers more skillful Start with a skill-building Core Loop Wanna build long-term engagement?
  31. 31. 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
  32. 32. Everett Rogers, 1961 Innovation Diffusion Theory
  33. 33. To cross 
 the chasm… Find & delight a few passionate early customers
  34. 34. small, high-learning experiments
  35. 35. solve a real problem for a small group
  36. 36. Find & delight your 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
  37. 37. skill-building makes your customers more awesome game thinking helps them leverage their skills
  38. 38. Game Thinking Roadmap X-axis: customer’s journey Game Thinking Roadmap
  39. 39. Y-axis: developer’s journey X-axis: customer’s journey Game Thinking Roadmap Finding the fun in a co-op music game
  40. 40. 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
  41. 41. 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 Amy Jo’s MVP methodology is fantastic. The ROI you’ll see is a no-brainer. Ofer Leidner President, Happify Case Study:
  42. 42. CHALLENGE build prototype identify early customers prove business model SHORTCUTS clarify product strategy find passionate customers prototype Core Loop Skill-Building Core Loop
  43. 43. 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
  44. 44. 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 Amy Jo helped us create our MVP in 
 record time. An invaluable investment that’s still paying off. Ranan Lachman CEO, Pley
  45. 45. This program gave me a framework for turning my startup ideas into concrete reality. I’m now pursuing my idea full-time. Megan Berwick CEO, Sunreach This program gave me the skills and confidence to build a product that 
 our customers love & need. Amanda Pouchot Co-Founder, stealth startup
  46. 46. getting2alpha.com/masterclass Ready to accelerate product/market fit? let’s stay in touch @amyjokim amyjokim.com getting2alpha.com

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