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How Slack, Kickstarter & Duolingo used Game Thinking to create a breakout hit

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How Slack, Kickstarter & Duolingo used Game Thinking to create a breakout hit

  1. 1. Rapid Innovation with Game Thinking Build your breakout hit like Slack, Kickstarter & Duolingo
  2. 2. The World Is Changing
  3. 3. Facebook use is declining
  4. 4. Interest in Gamification is waning
  5. 5. Your customers have choices
  6. 6. How will you engage them?
  7. 7. bribes? How will you engage them?
  8. 8. bribes? manipulation? How will you engage them?
  9. 9. bribes? manipulation? empowerment? How will you engage them?
  10. 10. Amy Jo Kim, Ph.D.

  11. 11. Amy Jo Kim, Ph.D.
 Game Designer
  12. 12. Amy Jo Kim, Ph.D.
 Game Designer Entrepreneur
  13. 13. Amy Jo Kim, Ph.D.
 Game Designer Entrepreneur Innovation Coach
  14. 14. Amy Jo Kim, Ph.D.
 Game Designer Entrepreneur Innovation Coach Author
  15. 15. Amy Jo Kim, Ph.D.
 Game Designer Entrepreneur Innovation Coach Author
  16. 16. I help startups, game studios & global brands build deep engagement fromthe ground up
  17. 17. I’ve worked on a diverse set of innovative worldwide hits
  18. 18. online marketplace
  19. 19. Massively multuplayer RPG
  20. 20. Multi-player rhythm action game
  21. 21. PC simulation game
  22. 22. mobile fashion game
  23. 23. digital mental health app
  24. 24. I helped those teams create breakthrough hits
 Others didn’t manage to cross the chasm
  25. 25. X
  26. 26. 5 steps to product/market fit Game Thinking a roadmap for finding product/market fit
  27. 27. High-need Superfans 3 Pillars of Game Thinking
  28. 28. High-need Superfans Compelling Mastery Path 3 Pillars of Game Thinking
  29. 29. High-need Superfans Pleasurable Learning Loop Compelling Mastery Path 3 Pillars of Game Thinking
  30. 30. Game Thinking Quotes “You can use an eraser on the drafting table or a sledgehammer on the construction site.” Frank Lloyd Wright Architect
  31. 31. High-need Superfans
  32. 32. 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
  33. 33. Solve a real problem for a narrow niche
  34. 34. Game Thinking Quotes Innovation diffusion theory EVERETT ROGERS, 1961
  35. 35. Game Thinking Quotes Crossing the Chasm GEOFFREY MOORE, 1991 CHASM
  36. 36. Listening to the right people can make or break your product
  37. 37. This gaming platform didn't make it across the chasm
  38. 38. This app became a category- defining hit
  39. 39. your super-fans are SPECIFIC to your project
  40. 40. Alex Rigopalous
 CEO, Harmonix
  41. 41. When the game was further along, we DID test our ideas with these casual gamers. But in the early days, it was our super-fans who helped us bring the game to life. In a very real sense, those hard-core music gamers were our co-creators -- our collaborators — able to see what our crude mockups and simple artwork could become, and — crucially — give us actionable feedback on how to make it better. rhythm game nerds comfortable with Alpha
  42. 42. Will Wright
 Creator, The Sims
  43. 43. simulation enthusiasts who love to make things
  44. 44. Mary Lou Song
 Product Manager, eBay
  45. 45. enthusiastic early sellers making a living off the site
  46. 46. Ofer Leidner
 President, Happify
  47. 47. stay-at-home parents who’ve recently left the workforce
  48. 48. Don’t fall for the TAM myth
  49. 49. Game Thinking Quotes CHASMSTART NOT  Capture your “beachhead” market before trying to reach the majority
  50. 50. Compelling Mastery Path
  51. 51. 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
  52. 52. Game Thinking Quotes Mastery Path MASTERY HABIT-BUILDING ONBOARDING DISCOVERY What is this? Is it right for me?
 What’s the value proposition?
  53. 53. Game Thinking Quotes Mastery Path MASTERY HABIT-BUILDING ONBOARDING DISCOVERY How do I learn the ropes? 
 How do I start getting value?
  54. 54. Game Thinking Quotes Mastery Path MASTERY HABIT-BUILDING ONBOARDING DISCOVERY What urge pulls me back? What am I getting better at?
  55. 55. Game Thinking Quotes Mastery Path MASTERY HABIT-BUILDING ONBOARDING DISCOVERY What skills have I mastered? How can I leverage that?
  56. 56. Create an experience that gets better as customers become more skilled
  57. 57. Pleasurable Learning Loop skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY Repeatable pleasurable activity Skill-building feedback Progress & investment Cues & Triggers
  58. 58. Game Thinking Quotes In a loop, you’re learning a skill and updating your mental model. That’s what leads to player delight. Daniel Cook co-founder, Spry Fox Games
  59. 59. Fake 
 landing page?
  60. 60. Fake 
 landing page? X
  61. 61. Operant Conditioning AKA 
 Skinner Box?
  62. 62. Operant Conditioning AKA 
 Skinner Box? X
  63. 63. Skill-building = making customers more awesome
  64. 64. Skill-building = making customers more awesome
  65. 65. Start Here How to build engagement from the ground up
  66. 66. High-need Superfans
  67. 67. Slack started as an internal tool for people building a multiplayer cooperative game
  68. 68. 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 Mastery Path
  69. 69. Game Thinking Quotes Discovery is for Visitors Social discovery via friends and colleagues
  70. 70. 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
  71. 71. Game Thinking Quotes Onboarding is for Newbies Learn the ropes with a friendly bot
  72. 72. 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
  73. 73. Game Thinking Quotes Habit-building is for Regulars Customized group chat with emojis, bots, and integrations
  74. 74. 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
  75. 75. Game Thinking Quotes Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app
  76. 76. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY Pleasurable Learning Loop Repeatable pleasurable activity Skill-building feedback Progress & investment Cues & Triggers
  77. 77. Game Thinking Quotes TRIGGER ACTIVITY Read & respond to updates All updates read Customize your channel FOMO - check updates
  78. 78. Game Thinking Quotes Read & respond to updates All updates read Customize your channel FOMO - check updates SIMPLE FEEDBACK
  79. 79. Game Thinking Quotes Read & respond to updates All updates read Customize your channel FOMO - check updates SIMPLE FEEDBACK
  80. 80. Game Thinking Quotes TRIGGER Read & respond to updates All updates read Customize your channel FOMO - check updates PROGRESS
  81. 81. High-need Superfans
  82. 82. 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 Mastery Path
  83. 83. Game Thinking Quotes Social Discovery via friends & followers
  84. 84. 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 Mastery Path
  85. 85. Game Thinking Quotes Exploratory Onboarding with layers of engagement
  86. 86. 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 Mastery Path
  87. 87. Game Thinking Quotes Engaged Habits Rooting for your project to succeed
  88. 88. 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 Mastery Path
  89. 89. Game Thinking Quotes Heading toward Mastery Launch your own project
  90. 90. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY Pleasurable Learning Loop Repeatable pleasurable activity Skill-building feedback Progress & investment Cues & Triggers
  91. 91. Game Thinking Quotes TRIGGER ACTIVITY Explore Campaigns Donate Share Respond to update
  92. 92. Game Thinking Quotes Explore Campaigns Donate Share Respond to update FEEDBACK
  93. 93. Game Thinking Quotes TRIGGER Explore Campaigns Donate Share Respond to update Investment
  94. 94. Game Thinking Quotes Build something that gets better As your customers become more skilled MASTERY HABIT-BUILDING ONBOARDING DISCOVERY
  95. 95. High-need Superfans
  96. 96. 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 Mastery Path
  97. 97. Game Thinking Quotes Discovery Value Prop
  98. 98. 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 Mastery Path
  99. 99. Game Thinking Quotes Onboarding Q&A
  100. 100. 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 Mastery Path
  101. 101. Game Thinking Quotes Short, game-like activities
  102. 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 Mastery Path
  103. 103. Game Thinking Quotes Unlock content & status markers
  104. 104. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY Pleasurable Learning Loop Repeatable pleasurable activity Skill-building feedback Progress & investment Cues & Triggers
  105. 105. Game Thinking Quotes TRIGGER ACTIVITY Complete Mini-game Earn Rewards Unlock Content Get daily update
  106. 106. Game Thinking Quotes FEEDBACK Complete Mini-game Earn Rewards Unlock Content Get daily update
  107. 107. Game Thinking Quotes TRIGGER Investment Complete Mini-game Earn Rewards Unlock Content Get daily update
  108. 108. Skill-building = making customers more awesome
  109. 109. Learning Loop = making customers more skillful Repeatable pleasurable activity Skill-building feedback Progress & investment Cues & Triggers
  110. 110. Mastery path = Experience gets better as customers 
 become more
 skilled MASTERY HABIT-BUILDING ONBOARDING DISCOVERY
  111. 111. This approach works for entrepreneurs worldwide
  112. 112. Pune
  113. 113. Amsterdam
  114. 114. Tel Aviv
  115. 115. Paris
  116. 116. Silicon Valley
  117. 117. The World Is Changing
  118. 118. smart product leaders empower customers instead of manipulating them We can do it!
  119. 119. Game Thinking Helps YOU empower your customers
  120. 120. High-need Superfans 3 Pillars of Game Thinking
  121. 121. High-need Superfans Compelling Mastery Path 3 Pillars of Game Thinking
  122. 122. High-need Superfans Pleasurable Learning Loop Compelling Mastery Path 3 Pillars of Game Thinking
  123. 123. Ask Yourself
  124. 124. “Who are my first 50 customers?”
  125. 125. “What do they want to get better at?
  126. 126. “How can my product empower them?”
  127. 127. Increase your odds of success with Game Thinking
  128. 128. take our quiz & get your FREE CHEATSHEET gamethinking.io/quiz
  129. 129. TAKE THE QUIZ gamethinking.io/quiz FOLLOW ME ON TWITTER @amyjokim GET IN TOUCH amyjokim@gmail.com THANK YOU

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