Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to build a product people love

3,048 views

Published on

slides from UserTesting webinar

Published in: Design
  • Be the first to comment

How to build a product people love

  1. 1. How to build a product people love Today’s Guest: Tommy Walker Editor-in-Chief of the Shopify Plus Blog Webinars #UTwebinar @UserTesting How to build a product people love Amy Jo Kim CEO at Shufflebrain @amyjokim
  2. 2. Welcome I’m glad 
 you’re here
  3. 3. Is this you? • need to accelerate early design process • tough to filter & apply all the feedback • hard to make a stripped-down MVP
  4. 4. What You Will Learn Actionable techniques for creating a better product in less time with Game Thinking
  5. 5. • Social Game Designer • Entrepreneur • Startup Coach Amy Jo Kim, Ph.D.
  6. 6. • Social Game Designer • Entrepreneur • Startup Coach Amy Jo Kim, Ph.D.
  7. 7. It all started when I got laid off
  8. 8. I launched my own digital design company
  9. 9. wrote a book about Community Design
  10. 10. one day, I got THE CALL
  11. 11. we created a breakthrough hit
  12. 12. which led to more breakthrough hits
  13. 13. design work for major brands
  14. 14. & deep insights into Game Thinking
  15. 15. then my favorite client issued a challenge
  16. 16. we made 6 months of progress in 6 weeks
  17. 17. & the Getting2Alpha system was born
  18. 18. Ideas Design & 
 Build Product Measure Data Learn A faster, smarter way to test high-risk assumptions
  19. 19. 4 Strategies for better, faster product design
  20. 20. Design your experience to evolve over time Design is not just what it looks like & feels like. Design is how it works. Steve Jobs
  21. 21. is for Enthusiastswhat is my customer’s end-to-end experience? Discovery Onboarding Habit-Building Mastery how does it evolve over time?
  22. 22. is for Enthusiasts Discovery Discovery is for Visitors Is this right for me? What’s the value proposition?
  23. 23. is for EnthusiastsOnboarding is for Newbies Discovery Onboarding How do I learn the ropes? When do I start getting value?
  24. 24. is for EnthusiastsHabit-building is for Regulars Discovery Onboarding Habit-Building What pulls me back? What am I getting better at?
  25. 25. is for EnthusiastsMastery is for Enthusiasts Discovery Onboarding Habit-Building Mastery Can I leverage the skills & knowledge I’ve built?
  26. 26. is for Enthusiasts Discovery Onboarding Habit-Building Mastery end-to-end customer experience
  27. 27. is for EnthusiastsStage 1: Discovery is for Visitors Social Discovery via Friends & Colleagues
  28. 28. is for EnthusiastsStage 1: Onboarding is for Newbies Learn the ropes with a friendly bot
  29. 29. is for EnthusiastsStage 1: Habit-building is for Regulars Customized group chat with emojis, bots & integrations
  30. 30. is for EnthusiastsStage 1: Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app
  31. 31. Create an experience that gets better as your customers become more skilled Wanna build a product people come back to?
  32. 32. Fun is just another word for learning. Raph Koster author, A Theory of Fun Find the fun in your Core Loop
  33. 33. Fun means different things to different people
  34. 34. 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
  35. 35. Zero-Sum Game We are opponents I Win You Lose
  36. 36. Head-to-Head Battles War Simulations Rank-Ordered Competitions Gambling
  37. 37. a structured experience with rules and goals that’s fun to play together* * Source: The Player’s Journey (forthcoming)
  38. 38. We are partners Non-Zero-Sum Game Win-Win Lose-Lose
  39. 39. Martial Arts Charity Walk Double Dutch Pictionary
  40. 40. What kind of fun are your customers looking for? Do they want to be partners? or opponents?
  41. 41. 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
  42. 42. Fake 
 landing page?
  43. 43. Fake 
 landing page? X
  44. 44. Operant Conditioning AKA 
 Skinner Box?
  45. 45. X Operant Conditioning AKA 
 Skinner Box?
  46. 46. Skill-building = making customers more awesome
  47. 47. Skill-building = making customers more awesome
  48. 48. Core Loop = 
 skill-building habit loop Skill-Building Core Loop
  49. 49. Core Loop = your Day 21 experience
  50. 50. Finding the fun in a co-op music game
  51. 51. PartyTime!
 urge for a fun social activity Play a Song Together Get your Score, Accolades, $$ get better, play harder songs & bigger venues Core Loop Feedback & Progress Investment Path Activity Internal Trigger Beat the Song Engaged Trigger
  52. 52. Finding the fun in a team collaboration tool
  53. 53. Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need Attention Customize your channel & expressions Activity Chain Feedback & Progress Investment Path Internal Trigger Core Loop Engaged Trigger Check Notifications
  54. 54. Skill-building = making customers more awesome
  55. 55. Core Loop = making customers more skillful
  56. 56. Start with a skill-building Core Loop Wanna build long-term engagement?
  57. 57. Connect with your super-fans “Create something that a few people love - even if most people don’t get it right away” Paul Buchheit Partner, Y-combinator
  58. 58. Crossing the Chasm
 Geoffrey Moore, 1991
  59. 59. Everett Rogers, 1961 Innovation Diffusion Theory
  60. 60. To cross 
 the chasm…
  61. 61. Find & delight a few passionate early customers
  62. 62. the fans out there are entertaining us, the developers, with their creations! Will Wright designer, The Sims
  63. 63. Slack came to life as 
 a collaboration tool for a distributed team building a co-op game solve a real problem for a small group
  64. 64. Find & delight your Superfans Wanna accelerate innovation?
  65. 65. Build your roadmap with Game Thinking You can use an eraser
 on the drafting table 
 or a sledge hammer
 on the construction site Frank Lloyd Wright Architect
  66. 66. skill-building makes your customers more awesome
  67. 67. game thinking helps them leverage their skills
  68. 68. Y-axis: developer’s journey .. and helps YOU bring products to life with gaming smarts X-axis: customer’s journey
  69. 69. PartyTime!
 urge for a fun social activity Play a Song Together Get your Score, Accolades, $$ get better, play harder songs & bigger venues Core Loop Feedback & Progress Investment Path Activity Internal Trigger Beat the Song Engaged Trigger
  70. 70. 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
  71. 71. Amy Jo’s MVP methodology is fantastic. The ROI you’ll see is a no-brainer. Ofer Leidner President, Happify Case Study:
  72. 72. CHALLENGE build prototype identify early customers prove business model
  73. 73. SHORTCUTS clarify product strategy find passionate customers prototype Core Loop Skill-Building Core Loop
  74. 74. RESULTS iterated product with customer insights
 market leader in digital happiness
  75. 75. 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
  76. 76. 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
  77. 77. Amy Jo helped us create our MVP in 
 record time. An invaluable investment that’s still paying off. Ranan Lachman CEO, Pley
  78. 78. 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
  79. 79. This program gave me the skills and confidence to build a product that 
 our customers love & need. Amanda Pouchot Co-Founder, stealth startup
  80. 80. getting2alpha.com/masterclass Ready to accelerate product/market fit?
  81. 81. let’s stay in touch @amyjokim amyjokim.com ajk@getting2alpha.com
  82. 82. CLICK TO EDIT PRESENTER TITLE Questions? Check out the Getting 2 Alpha at: getting2alpha.com/ Questions about UserTesting? Email adam@usertesting.com #UTwebinar

×