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 drive user engagement like Slack, Snapchat & Kickstarter

1,780 views

Published on

How do breakthrough products keep pulling new customers in - while re-engaging the ones they already have? It’s not with tricks & external rewards, that’s for sure. Discover how Slack, Kickstarter, and Snapchat reduce churn and drive deep, game-like engagement by creating a coherent path to mastery and deploying engaged triggers to light the way.

Published in: Design
  • Make Your Bookie Cry And Pull The Hair By Generating $23,187, Verified profit! Click to find out how ▲▲▲ https://tinyurl.com/yxcmgjf5
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

How to drive user engagement like Slack, Snapchat & Kickstarter

  1. 1. Slack, Snapchat & Kickstarter how to drive user engagement like Amy Jo Kim Ph.D. CEO, Shufflebrain © 2017 All Rights Reserved
  2. 2. Do you sometimes wonder…. • if you’re asking the right questions to get to product/market fit? • if you’ll find your passionate super- fans or lose out to your competitors? • If you’ll avoid the “leaky bucket” syndrome with your innovation processes?
  3. 3. Amy Jo Kim, Ph.D. Game Designer & Startup Coach
  4. 4. Ultima Online The Sims Rock Band Covet Fashion
  5. 5. Ultima Online The Sims Rock Band Covet Fashion
  6. 6. What You Will Learn Today 3 blind spots you need to avoid
 to find product/market fit & 
 drive long-term engagement with Game Thinking What is this???
  7. 7. Game Thinking ≠ Gamification
  8. 8. “You keep using that word… I do not think it means what you think it means”
  9. 9. what is Game Thinking?
  10. 10. what is Game Thinking?
  11. 11. what is Game Thinking?
  12. 12. what is Game Thinking?
  13. 13. what is Game Thinking?
  14. 14. what is Game Thinking? smarter, faster
 innovation
  15. 15. 3 Blind Spot #3 Falling in love with your idea
  16. 16. What We Offer resources workshops coaching design services Peter Drucker The best way to have a good idea is to have lots of ideas Linus Pauling Scientist
  17. 17. don’t fall in love with an idea; fall in love with solving a problem & learning from
 your customers
  18. 18. Blind Spot #2 building the wrong MVP 2
  19. 19. Fun is just another word for learning Raph Koster author, A Theory of Fun
  20. 20. the best MVP is your Core Learning Loop
  21. 21. 1 Blind Spot #1 listening to the wrong customers
  22. 22. Create something that a few people love - even if most people don’t get
 it right away Paul Buchheit Partner, Y-Combinator
  23. 23. find & leverage your super-fans 
 then expand 
 from that base
  24. 24. Journey to Mastery & Core Learning Loop
  25. 25. In case you don’t know - Slack started out as the bare-bones in-house communications tool for a distributed team building an innovative co-op multiplayer game.
  26. 26. a small, distributed development group
  27. 27. When that game failed financially, Steward Butterfield - the team leader - pivoted and turned their in-house tool into a better, faster team communications product.
  28. 28. is for Enthusiasts Discovery Onboarding Habit-Building Mastery journey to mastery
  29. 29. is for Enthusiastswhat is my customer’s end-to-end learning experience? Discovery Onboarding Habit-Building Mastery how does it evolve over time?
  30. 30. is for Enthusiasts Discovery Discovery is for Visitors Is this right for me? What’s the value proposition?
  31. 31. is for EnthusiastsDiscovery
 is for visitors
  32. 32. is for EnthusiastsOnboarding is for Newbies Discovery Onboarding How do I learn the ropes? When do I start getting value?
  33. 33. is for EnthusiastsOnboarding
 is for newbies
 Learn the ropes with a friendly bot
  34. 34. is for EnthusiastsHabit-building is for Regulars Discovery Onboarding Habit-Building What pulls me back? What am I getting better at?
  35. 35. is for EnthusiastsHabit-building
 is for regulars
 Customized group chat with emojis, bots & integrations
  36. 36. is for EnthusiastsMastery is for Enthusiasts Discovery Onboarding Habit-Building Mastery How can I leverage the skills & knowledge I’ve built?
  37. 37. is for EnthusiastsMastery
 is for enthusiasts
 Launch a channel, program a bot, integrate your app
  38. 38. Help your customers get better at something that matters
  39. 39. Create an experience that gets better as your customers become more skilled
  40. 40. Learning Loop = making customers more skillful
  41. 41. Core
 Learning 
 Loop Check Updates urge to connect 
 with your team Read & Respond 
 to Updates No More Updates Need my attention Customize
 your channel & expressions Customized Notifications
  42. 42. Check Updates urge to connect 
 with your team Read & Respond 
 to Updates No More Updates Need my attention Customize
 your channel & expressions Engaging Activity Internal Trigger Repeatable, pleasurable activity 
 that satisfies an internal urge or need
  43. 43. Stage 1: Repeatable, pleasurable activity
  44. 44. Check Updates urge to connect 
 with your team Read & Respond 
 to Updates No More Updates Need my attention Customize
 your channel & expressions Simple Feedback System promotes 
 learning & competence Simple Feedback
  45. 45. Stage 1: Simple, skill-building
 feedback
  46. 46. Progression, investment & engaged triggers 
 pull people back Check Updates urge to connect 
 with your team Read & Respond 
 to Updates No More Updates Need my attention Customize
 your channel & expressions Progress & Investment Check Notifications Engaged Trigger
  47. 47. Stage 1: Progress & investment systems Customized group chat with emojis, bots & integrations
  48. 48. Stage 1: Engaged Trigger
  49. 49. Game Thinking Teardown
  50. 50. Discovery Onboarding Habit-Building Mastery journey to mastery
  51. 51. is for Enthusiasts Social Discovery 
 via friends
  52. 52. is for Enthusiasts Exploratory Social Onboarding 
 messing around, trying out filters. learning with friends
  53. 53. is for Enthusiasts Engaged Habits
 checking out what’s new - filters, snaps, stories
  54. 54. is for Enthusiasts Heading to Mastery
 build a following by sharing curated glimpses of daily life
  55. 55. Core Learning 
 Loop View Snaps
 from friends, celebrities, brands I’m bored 
 What’s New? Check Stats 
 & Feedback No More Snaps
 for me to read Create A Snap try out a new filter, 
 add to a story
  56. 56. View Snaps
 from friends, celebrities, brands I’m bored 
 What’s New? Check Stats 
 & Feedback No More Snaps
 for me to read Create A Snap try out a new filter, 
 add to a story Repeatable, pleasurable activity 
 that satisfies an internal urge or need Internal Trigger Repeatable, Pleasurable Activity
  57. 57. View Snaps
 from friends, celebrities, brands I’m bored 
 What’s New? Check Stats 
 & Feedback No More Snaps
 for me to read Create A Snap try out a new filter, 
 add to a story Simple Feedback Simple Feedback System promotes 
 learning & competence
  58. 58. No More Snaps
 Need my attention
  59. 59. View Snaps
 from friends, celebrities, brands I’m bored 
 What’s New? Check Stats 
 & Feedback No More Snaps
 for me to read Create A Snap try out a new filter, 
 add to a story Progress & Investment Progress, Investment & Engaged Triggers
 pull people back Engaged Trigger
  60. 60. Journey to Mastery
  61. 61. We succeeded because we said “No” to the tempting quick wins that strayed outside of our core vision - and focused on what really mattered. Cindy Au Kickstarter community manager 2009-2014
  62. 62. is for Enthusiasts Discovery Onboarding Habit-Building Mastery Funder’s Journey
  63. 63. Social Discovery 
 via friends & followers
  64. 64. is for EnthusiastsExploratory Onboarding 
 with layers of engagement
  65. 65. is for EnthusiastsEngaged Habits
 rooting for your project(s) to succeed
  66. 66. is for EnthusiastsHeading to Mastery
 deepening relationships, getting special perks, betting on projects that get funded & ship
  67. 67. Learning 
 Loop Explore Campaigns watch videos, browse rewards, see who’s funding what FUNDERS Something New that I’m passionate about Check Campaign Stats Donate
 choose a reward level and make a donation Share
 tell your story & support the campaign
  68. 68. Repeatable, pleasurable activity 
 that satisfies an internal urge or need Explore Campaigns watch videos, browse rewards, see who’s funding what Something New that I’m passionate about Internal Trigger Repeatable, Pleasurable Activity Donate
 choose a reward level and make a donation Share
 tell your story & support the campaign
  69. 69. Repeatable, pleasurable activity 
 that satisfies an internal urge or need
  70. 70. Simple Feedback promotes 
 learning & competence Explore Campaigns watch videos, browse rewards, see who’s funding what Something New that I’m passionate about Feedback: join the community Donate
 choose a reward level and make a donation Share
 tell your story & support the campaign
  71. 71. Simple Feedback promotes 
 learning & competence
  72. 72. Progress, Investment & Engaged Triggers
 pull people back Explore Campaigns watch videos, browse rewards, see who’s funding what Something New that I’m passionate about Check Stats
 Sharing & Campaign Deepen Investment at the right moment Donate
 choose a reward level and make a donation Share
 tell your story & support the campaign Engaged Trigger
  73. 73. Progress, Investment & Engaged Triggers
 pull people back
  74. 74. is for Enthusiasts Discovery Onboarding Habit-Building Mastery Creator’s Journey
  75. 75. is for EnthusiastsOnboarding for Creators

  76. 76. is for EnthusiastsHabit- building for Creators
 engaged trigger
  77. 77. is for EnthusiastsMastery for Creators
 funded!
  78. 78. is for EnthusiastsMastery leads to greater impact

  79. 79. Learning 
 Loop Creators Read & Answer Messages
 engage with your community How’s my Campaign Doing? Check Campaign Stats No More Messages Need my attention Create New 
 update, reward level, social media post
  80. 80. Read & Answer Messages
 engage with your community No More Messages Need my attention Engaging activity 
 that satisfies an internal urge or need Create New 
 update, reward level, social media post Repeatable, Pleasurable Activity How’s my Campaign Doing? Internal Trigger
  81. 81. Engaging activity 
 that satisfies an internal urge or need
  82. 82. How’s my Campaign Doing? Read & Answer Messages
 engage with your community No More Messages Need my attention Simple Feedback Simple Feedback System promotes 
 learning & competence Create New 
 update, reward level, social media post
  83. 83. Simple Feedback System promotes 
 learning & competence
  84. 84. How’s my Campaign Doing? Read &Answer Messages
 engage with your community No More Messages Need my attention Progress & Investment Progress, Investment & Engaged Triggers
 pull people back Check Campaign Stats Engaged Trigger Create New 
 update, reward level, social media post
  85. 85. Progress, Investment & Engaged Triggers
 pull people back
  86. 86. total raised amount left to raise days to go # of backers Cooperative Mechanics
  87. 87. Cooperative Mechanics
  88. 88. Game Thinking Design Tips
  89. 89. Game Thinking Design Tips 1. a strong vision helps you say “no”
  90. 90. Game Thinking Design Tips 1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop
  91. 91. Game Thinking Design Tips 1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop 3. Reward mastery with impact & opportunity
  92. 92. Game Thinking Design Tips 1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop 3. Reward mastery with impact & opportunity 4. Use cooperative stats to build group identity
  93. 93. Game Thinking Design Tips 1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop 3. Reward mastery with impact & opportunity 4. Use cooperative stats to build group identity 5. Use spotlights to showcase excellence
  94. 94. 3 Blind Spots that keep you from building a compelling & successful MVP
  95. 95. Blind Spot #3 Falling in love with your idea
  96. 96. In case you don’t know - Slack started out as the bare-bones in-house communications tool for a distributed team building an innovative co-op multiplayer game.
  97. 97. When that game failed financially, Steward Butterfield - the team leader - pivoted and turned their in-house tool into a better, faster team communications product.
  98. 98. Blind Spot #2 Building the wrong MVP
  99. 99. what’s the fastest path to a high-learning MVP?
  100. 100. The best MVP is a Core Learning Loop start with a Learning Loop
  101. 101. Blind Spot #1 Listening to the wrong customers
  102. 102. Everett Rogers Scientist, Bell Labs Playtesting Progression who do you listen to? at what dev stage?
  103. 103. Early Majority Closed Beta Friends & Family Team & 
 Department typical play-testing progression 

  104. 104. Early Majority Closed Beta Friends & Family Team & 
 Department super-fan play-testing progression 
 Super-fan Community
  105. 105. Our mission was to create an mobile game for fashionistas that would feature hot-off-the-runway designer clothes, and bring in a much broader female audience than any previous game they’d published. play-test your ideas on aspirational early adopters
  106. 106. run dozens of small, high-learning experiments
  107. 107. a step-by- step system to 
 accelerate product innovation Game Thinking Toolkit
  108. 108. 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
  109. 109. Game Thinking Roadmap
  110. 110. X-axis: customer’s journey Game Thinking Roadmap
  111. 111. Y-axis: developer’s journey X-axis: customer’s journey Game Thinking Roadmap
  112. 112. Y-axis: developer’s journey X-axis: customer’s journey Game Thinking Roadmap start with a Learning Loop
  113. 113. solve a real problem for a small group
  114. 114. is for Enthusiasts give customers something to get better at
  115. 115. drive engagement with (the right) social mechanics
  116. 116. are you ready to innovate smarter & faster with Game Thinking?
  117. 117. empower your team with the Game Thinking Toolkit
  118. 118. gamethinkinglive.com Game Thinking Live 2-day global workshop for Game Thinkers MAR 31-APR 01, 2017 SILICON VALLEY, ASIA & EUROPE
  119. 119. Learn from world-class experts in game design, lean UX & systems thinking
  120. 120. Get hands-on expert coaching in a small-group format
  121. 121. includes online learning community & pre-event prep course
  122. 122. WORK WITH ME PRIVATE WORKSHOP PRIVATE CLIENT LIVE TRAINING EVENT EARLY-BIRD DISCOUNT $25K+ $5-10K/month $2K/ticket $995
  123. 123. WORK WITH ME PRIVATE WORKSHOP PRIVATE CLIENT LIVE TRAINING EVENT EARLY-BIRD DISCOUNT $25K+ $5-10K/month $2K/ticket $995
  124. 124. WORK WITH ME PRIVATE WORKSHOP PRIVATE CLIENT LIVE TRAINING EVENT EARLY-BIRD DISCOUNT $25K+ $5-10K/month $2K/ticket $995
  125. 125. WORK WITH ME PRIVATE WORKSHOP PRIVATE CLIENT LIVE TRAINING EVENT $1000 SCHOLARSHIP $25K+ $5-10K/month $2K/ticket $995 x x x
  126. 126. http://gamethinkinglive.com Use Code LeanProduct1000 $1000 scholarship for Game Thinking Live expires March 15th 2017 midnight PST

×