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.

Improve your product design with Game Thinking (UIE Webinar)

2,044 views

Published on

Slides from UIE virtual seminar on Game Thinking

Published in: Design
  • Be the first to comment

Improve your product design with Game Thinking (UIE Webinar)

  1. 1. how to improve your product design with Game Thinking
  2. 2. Welcome I’m glad 
 you’re here
  3. 3. Is this you?
  4. 4. Is this you? • need to accelerate early design process
  5. 5. Is this you? • need to accelerate early design process • tough to filter & apply all the feedback
  6. 6. Is this you? • need to accelerate early design process • tough to filter & apply all the feedback • hard to make a stripped- down MVP
  7. 7. What We Offer resources workshops coaching design services Ray Bradbury Author “There is nothing quite so useless as doing with great efficiency something that should not be done at all” Peter Drucker
  8. 8. Amy Jo Kim, Ph.D. Social Game Designer Entrepreneur Startup Coach
  9. 9. Amy Jo Kim, Ph.D. Social Game Designer Entrepreneur Startup Coach
  10. 10. Actionable techniques for creating a better product in less time with Game Thinking What You Will Learn
  11. 11. 2: Positioning: My Story 4/11/2016
  12. 12. Let me tell you a story. It was a sunny September day in Half Moon Bay, California - I was sitting in my living room, enjoying the ocean view and listening intently as the brilliant and visionary CEO of a hot gaming startup told me about his crazy idea for a mutli-player social game — a game where people with no musical talent — playing simplified plastic instruments —  would FEEL like they were actually in a band, making music together.
  13. 13. 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.
  14. 14. we created a breakthrough hit
  15. 15. l needs “The fans out there are entertaining us, the developers, with their creations” Will Wright Creator, The Sims
  16. 16. By definition, successful innovations end up affecting the majority — that’s what makes them successful. But it turns out in PRACTICE -- they NEVER start off pleasing the majority. small, high-learning experiments
  17. 17. By definition, successful innovations end up affecting the majority — that’s what makes them successful. But it turns out in PRACTICE -- they NEVER start off pleasing the majority.
  18. 18. And then it happened! Remember Ranan - the CEO of Pley? He challenged me to deliver my toolkit to his team online -- and empower them to make 6 months of progress in 6 weeks That scared the hell outta me...
  19. 19. What is Game Thinking?
  20. 20. Amy Jo helped us create our MVP in 
 record time. An invaluable investment that’s still paying off. Ranan Lachman CEO, Pley
  21. 21. & the Getting2Alpha System was born
  22. 22. a step-by-step system to test your
 high-risk assumptions
  23. 23. based on the
 habits & practices of breakthrough innovators
  24. 24. “Create something that a few people love - even if most people don’t get
 it right away” Paul Buchheit Partner, Y-Combinator
  25. 25. Crossing the Chasm
 Geoffrey Moore, 1991
  26. 26. [Innovation Diffusion Theory]
 Now, I’m not the first one to discover this. Way back in 1961, Everett Rogers of Bell Labs published his landmark study of how innovation spreads in social systems.
  27. 27. Innovation Diffusion Theory
 Everett Rogers, 1961
  28. 28. To cross the chasm…
  29. 29. find & delight a few passionate early customers
  30. 30. if you want to cross that chasm…
  31. 31. find & delight your early market FIRST
  32. 32. “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
  33. 33. is for Enthusiasts what is my customer’s end-to-end experience? Discovery Onboarding Habit-Building Mastery how does it evolve over time?
  34. 34. is for Enthusiasts Discovery Discovery is for Visitors Is this right for me? What’s the value proposition?
  35. 35. is for Enthusiasts Discovery Onboarding Onboarding is for Newcomers How do I learn the ropes? When do I start getting value?
  36. 36. is for Enthusiasts Discovery Onboarding Habit-Building Habit-building is for Regulars What pulls me back? What am I getting better at?
  37. 37. is for Enthusiasts Discovery Onboarding Habit-Building Mastery Mastery is for Enthusiasts How can I leverage the skills & knowledge that I’ve built?
  38. 38. Build your experience from the inside out
  39. 39. Fake 
 landing page?
  40. 40. Fake 
 landing page? X
  41. 41. Operant Conditioning AKA 
 Skinner Box?
  42. 42. Operant Conditioning AKA 
 Skinner Box? X
  43. 43. Skill-building = making customers more awesome
  44. 44. Skill-building = making customers more awesome
  45. 45. Core Loop = 
 skill- building habit loop
  46. 46. Core Loop = your Day 21 experience
  47. 47. What We Offer resources workshops coaching design servicesPeter Drucker The best way to have a good idea is to have lots of ideas Lin us Pauling Scientist “The best way to have a good idea is to have lots of ideas” Linus Pauling Scientist
  48. 48. X-axis: customer’s journey
  49. 49. X-axis: customer’s journey Y-axis: developer’s journey
  50. 50. Game Thinking Case Study
  51. 51. 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.
  52. 52. When that game failed financially, Steward Butterfield - the team leader - pivoted and turned their in- house tool into a better, faster team communications product.
  53. 53. customer journey “Lean Startup done right - through a game design lens” Discovery Onboarding Habit-Building Mastery
  54. 54. tage 1: Discovery is for Visitors Social Discovery via Friends & Colleagues
  55. 55. Onboarding is for Newbies Learn the ropes with a friendly bot
  56. 56. Habit-building is for Regulars Customized group chat with emojis, bots & integrations
  57. 57. Launch a channel, program a bot, integrate your app Mastery is for Enthusiasts
  58. 58. Create an experience that gets better as your customers become more skilled Wanna build a product people come back to?
  59. 59. 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. solve a real problem for a small group
  60. 60. Core Loop Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need Attention Customize your channel & expressions
  61. 61. Core Loop Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need Attention Customize your channel & expressions Engaging Activity Internal Trigger Engaging activity 
 satisfies an urge or need
  62. 62. Core Loop Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need Attention Customize your channel & expressions Simple Feedback System promotes 
 learning & competence Simple Feedback
  63. 63. Progress, Investment 
 & triggers 
 pull people back Progress & Investment Engaged Trigger Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need Attention Customize your channel & expressions Check Notifications Core Loop
  64. 64. Start with a skill- building Core Loop Wanna build long-term engagement?
  65. 65. Game Thinking Roadmap helps you build & tune your Core Loop FIRST
  66. 66. Game Thinking Case Study
  67. 67. TITLE:
 Get passionate customers to tell you what they want SECTIONS: 1: Recap & Who I Am 2: Find your super-fans with 5 key discovery questions 4: Foreshadow Video #3 (+ CTA)
  68. 68. And as I’ve seen again and again - that strategy just doesn’t work
  69. 69. RESULTS
 market leader in digital happiness
  70. 70. Amy Jo’s MVP methodology is fantastic. The ROI you’ll see is a no brainer. 
 Ofer Leidner President, Happify
  71. 71. Game Thinking Case Study
  72. 72. To illustrate how this work, let me tell you a story about one of the most nerve-racking - but rewarding projects I’ve worked on. I remember the feeling - sitting around a conference table with a brilliant team of experienced mobile game creators - trying to figure out which game to build.
  73. 73. 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.
  74. 74. Back at Crowdstar - the mobile games studio -- we realized that we needed to branch out beyond our usual testing audience and find some fashionista super-fans.
  75. 75. 5 key discovery questions 4/11/2016
  76. 76. TITLE:
 Get passionate customers to tell you what they want SECTIONS: 1: Recap & Who I Am 2: Find your super-fans with 5 key discovery questions 4: Foreshadow Video #3 (+ CTA)
  77. 77. TITLE:
 Get passionate customers to tell you what they want SECTIONS: 1: Recap & Who I Am 2: Find your super-fans with 5 key discovery questions 4: Foreshadow Video #3 (+ CTA)
  78. 78. Fashion Browser stay up-to-date on fashion trends Co-Creator shop & dress with a buddy Armchair Stylist tell other people how to dress
  79. 79. Fashion Browser Existing habit “When I’m tired after a long day at work, I want to flop on the couch and get the escapist,
  80. 80. Co-creator Existing habit “My BFF told me to put these shoes and belt together with this outfit – I would never think of that,
  81. 81. Armchair Stylist Existing habit I LOVE the idea of rating my friends outfits and telling them how to dress better – I already do that in real life ☺
  82. 82. Discover Your Style Attend an Event Make a Collection Browse Your Stream Customer Journey
  83. 83. Core Loop Dress for the Event Get Social Feedback Raid your friend’s closet Browse your Style Feed Choose an Invitation
  84. 84. Covet Fashion Today (>3M MAUs)
  85. 85. Amy Jo has a refined & effective process for bringing early ideas to life. 
 Blair Ethington VP Covet Fashion, Crowdstar
  86. 86. Now let’s talk about YOU
  87. 87. What if you could
  88. 88. • Accelerate your early product development? What if you could
  89. 89. • Accelerate your early product development? • Talk with EXACTLY the right customers early on? What if you could
  90. 90. • Accelerate your early product development? • Talk with EXACTLY the right customers early on? • Turn those insights into a simple yet compelling MVP*? What if you could
  91. 91. • Accelerate your early product development? • Talk with EXACTLY the right customers early on? • Turn those insights into a simple yet compelling MVP*? • Design your product for long-term engagement? What if you could
  92. 92. Adopt these 3 habits to increase your chances of success
  93. 93. › 1
  94. 94. 2
  95. 95. 3
  96. 96. Ready to super-charge your product design? getting2alpha.com/apply
  97. 97. let’s stay in touch @amyjokim amyjokim.com ajk@getting2alpha.com

×