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Shanghai Keynote: Innovate smarter with Game Thinking

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Learn how to drive deep engagement & super-charge your innovation process with 5 steps to finding product/market fit

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Shanghai Keynote: Innovate smarter with Game Thinking

  1. 1. innovate smarter with Game Thinking gamethinking.io
  2. 2. What is Game Thinking?
  3. 3. What is Game Thinking?
  4. 4. What is Game Thinking?
  5. 5. What is Game Thinking?
  6. 6. What is Game Thinking?
  7. 7. What is Game Thinking?
  8. 8. What is Game Thinking? smarter, faster
 innovation
  9. 9. 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
  10. 10. Game Thinking Quotes Fun is just another world for learning Raph Koster Author, A Theory of Fun Think of your customers as learners
  11. 11. Game Thinking Quotes To increase your chances of success, minimize time through your 
 Build/Measure/Learn cycle Eric Ries Author, The Lean Startup Accelerate your Innovation Cycle
  12. 12. Game Thinking Quotes Every complex system starts as a simple system that works. Amy Jo Kim CEO, Shufflebrain Build your MVP like a game designer
  13. 13. Amy Jo Kim, Ph.D.
 Game Designer, Startup Coach, Author, Educator
  14. 14. I help startups, game studios & global brands build deep engagement from the ground up
  15. 15. I’ve worked on a diverse set of innovative worldwide hits
  16. 16. online marketplace
  17. 17. Graphic MMO
  18. 18. multiplayer music game
  19. 19. social simulation game
  20. 20. mobile fashion game
  21. 21. leading digital health app
  22. 22. online toy rental service
  23. 23. +Author 2000 2018
  24. 24. +Educator
  25. 25. +Design work for major brands
  26. 26. Some teams I worked with created breakthrough hits.
 Others didn’t manage to cross the chasm
  27. 27. +Insights into what makes a hit
  28. 28. Game Thinking System 5 Steps to Product/Market Fit
  29. 29. Game Thinking Toolkit 8 Connected Design Templates Clarify Identify Surface Distill Design Prototype Test Validate
  30. 30. Articulate & prioritize your high- risk assumptions STEP 1 Clarify your Product Idea
  31. 31. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Stage Gate Theory
  32. 32. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Stage Gate Theory
  33. 33. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Stage Gate Theory
  34. 34. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Stage Gate Theory
  35. 35. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Stage Gate Theory
  36. 36. Game Thinking Quotes Plan your experiment with the MVP Canvas Early Customers Unmet Need Our Solution Unfair Advantage Value Proposition Early Metrics Key Assumptions
  37. 37. • x evergreen hit game
  38. 38. Build Your Dream Closet Collect designer clothes ! dress for gala events ! 
 build a lust-worthy closet of stunning outfits
  39. 39. Discover Your Personal Style Glamorous Trendsetting Understated
  40. 40. Test ideas on passionate, high-need early customers STEP 2 Identify your Super Fans
  41. 41. Have you ever listened to the wrong customers?
  42. 42. Finding the right customers
 can determine whether you thrive - or fail
  43. 43. This innovative gaming platform didn't make it across the chasm
  44. 44. This innovative mobile game turned into an evergreen hit
  45. 45. Game Thinking Quotes “Create something that a few people love — even if most people don’t get it right away.” Paul Buchheit Partner, Y-Combinator
  46. 46. Game Thinking Quotes Innovation diffusion theory EVERETT ROGERS, 1961
  47. 47. Game Thinking Quotes Crossing the Chasm GEOFFREY MOORE, 1991 HASM
  48. 48. Game Thinking Quotes Crossing the Chasm GEOFFREY MOORE, 1991 HASMSTART NOT 
  49. 49. Who to listen to - & who to ignore?
  50. 50. don’t rely on friends & family
  51. 51. or people in your ultimate target market
  52. 52. increasing value over time
  53. 53. Game Thinking Quotes How do we actually do this? MVP Test Speed Interview
  54. 54. Game Thinking Quotes Super Fan Funnel MVP Test Speed Interview Screener x
  55. 55. Game Thinking Quotes Super Fan Funnel MVP Test Speed Interview Screener
  56. 56. Game Thinking Quotes Super Fan Funnel MVP Test Interview Screener
  57. 57. Game Thinking Quotes Super Fan Funnel Playtest Interview Screener
  58. 58. Let’s see how successful innovators 
 find & leverage SuperFans
  59. 59. your super-fans are SPECIFIC to your project
  60. 60. rhythm action nerds who know the basics
  61. 61. simulation enthusiasts who love to make things
  62. 62. Lego-loving families who enjoy sharing photos
  63. 63. Mobile-centric 
 fashionistas
  64. 64. How did the Covet Fashion team identify & leverage their Superfans?
  65. 65. bVisionary Leaders Superfan Screener
  66. 66. Speed interviews
  67. 67. Existing Habits
  68. 68. Game Thinking Quotes If you want to cross the chasm…
  69. 69. Game Thinking Quotes Early adopters Start Here
  70. 70. Game Thinking Quotes Early majority Expand when ready
  71. 71. Create a customer experience that evolves over time STEP 3 Plan your 
 Mastery Path
  72. 72. Game Thinking Quotes Mastery Path MASTERY HABIT-BUILDING ONBOARDING DISCOVERY What is this? Is it right for me?
 What’s the value proposition?
  73. 73. Game Thinking Quotes Mastery Path MASTERY HABIT-BUILDING ONBOARDING DISCOVERY How do I learn the ropes? 
 How do I start giving & getting value?
  74. 74. Game Thinking Quotes Mastery Path MASTERY HABIT-BUILDING ONBOARDING DISCOVERY What urge pulls me back? What am I getting better at?
  75. 75. Game Thinking Quotes Mastery Path MASTERY HABIT-BUILDING ONBOARDING DISCOVERY What skills & knowledge have I mastered? How can I leverage that?
  76. 76. Game Thinking Quotes Case Study 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
  77. 77. 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
  78. 78. Game Thinking Quotes Discovery is for Visitors Social discovery via friends and colleagues
  79. 79. 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
  80. 80. Game Thinking Quotes Onboarding is for Newbies Learn the ropes with a friendly bot
  81. 81. 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
  82. 82. Game Thinking Quotes Habit-building is for Regulars Customized group chat with emojis, bots, and integrations
  83. 83. 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
  84. 84. Game Thinking Quotes Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app
  85. 85. Game Thinking Quotes Build something people love Create an experience that gets better as your customers become more skillful MASTERY HABIT-BUILDING ONBOARDING DISCOVERY
  86. 86. Game Thinking Quotes How do we actually do this? MVP Test Speed Interview
  87. 87. Capture Key Insights about Customer Habits & Needs When _________ I want to ______________ so I can ______________ trigger activity + goal Job Stories desired outcome
  88. 88. Fashion Browser stay up-to-date on fashion trends Co-Creator shop & dress with a buddy Armchair Stylist tell other people how to dress
  89. 89. 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, immersive hit of flipping through Vogue - but in a game.”
  90. 90. Fashion Browser Habit Story When I need to relax after a long day at work
 
 I want to see gorgeous, creative outfits – made from the latest designer fashions 
 So I can stay on top of fashion trends in a fun, relaxing & playful way Activity Outcome Trigger
  91. 91. Fashion Browser stay up-to-date on fashion trends Co-Creator shop & dress with a buddy Armchair Stylist tell other people how to dress
  92. 92. Co-Creator Existing Habit “Patti told me to put these shoes and belt together with this outfit – I’d never think of that combo, but it TOTALLY works. I need her advice all the time.”
  93. 93. When I need to dress up for an important event I want to raid my friend’s closet and get her feedback on my outfit So I can have her accessorize my look and help me feel confidentCo-Creator Habit Story Activity Outcome Trigger
  94. 94. Fashion Browser stay up-to-date on fashion trends Co-Creator shop & dress with a buddy Armchair Stylist tell other people how to dress
  95. 95. Armchair Stylist
 Existing Habit “I LOVE the idea of a game that lets me rate my friends’ outfits and tell them how to dress better – like I do before every party. Those girls NEED me :-)”
  96. 96. When I get together with my friends before a party I want to help them put together their outfits - make suggestions So I can feel proud of how my friends look; feel needed, like I matter Armchair Stylist
 Habit Story Activity Outcome Trigger
  97. 97. Prototype & test a simple, engaging 21-day experience STEP 4 Playtest your 
 Learning Loop
  98. 98. Have you ever built the wrong MVP?
  99. 99. we’ve seen the cartoons
  100. 100. but… what should you build first?
  101. 101. Robin Allenson
 CEO, Similar.ai
  102. 102. from a polished game with no engagement…
  103. 103. …to a rough prototype 
 that fashion designers are begging to get their hands on & use
  104. 104. “finding the fun” = building engagement from the inside out
  105. 105. What’s the right MVP for an engaging product?
  106. 106. Fake 
 landing page?
  107. 107. Fake 
 landing page? X
  108. 108. Operant Conditioning AKA 
 Skinner Box?
  109. 109. X Operant Conditioning AKA 
 Skinner Box?
  110. 110. Skill-building = making customers more awesome
  111. 111. Game Thinking Quotes “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 Games
  112. 112. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates TRIGGER ACTIVITY
  113. 113. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates SIMPLE FEEDBACK
  114. 114. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates SIMPLE FEEDBACK
  115. 115. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates PROGRESS TRIGGER
  116. 116. Skill-building = making customers more awesome
  117. 117. Learning Loop = making customers more skillful
  118. 118. 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 Where should I focus when I’m
 building my MVP?
  119. 119. Game Thinking Quotes The smartest MVP is a 
 Core Learning Loop 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
  120. 120. STEP 5 Validate your 
 Product Strategy Learn from your testing & decide how to proceed
  121. 121. Game Thinking Quotes “You can use an eraser on the drafting table or a sledgehammer on the construction site.” Frank Lloyd Wright Architect
  122. 122. Game Thinking Quotes Game Thinking Roadmap
  123. 123. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
  124. 124. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
  125. 125. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
  126. 126. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
  127. 127. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
  128. 128. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
  129. 129. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
  130. 130. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
  131. 131. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap START HERE
  132. 132. Game Thinking Quotes MVP Test Speed Interview How do (the best) game designers build and tune their MVP?
  133. 133. we imagined living out a rock star fantasy…
  134. 134. and started by tuning & iterating a single song
  135. 135. we imagined a doll house come to life…
  136. 136. and started with tiny world-building experiments
  137. 137. we imagined a cooperative dress-up game…
  138. 138. and piggy-backed our ideas onto existing habits
  139. 139. Style Feed for Fashion Browsers I love seeing what’s new, going through my closet, putting together outfits – it’s the perfect way to unwind after a long day
  140. 140. Shared Closet for Co-creators I love raiding my friend’s closet to borrow shoes for my outfit — it’s like real life, only better Patti’s Closet OPEN SLOT OPEN SLOT Tops Bottoms Shoes Bags Jewelry Scarves IntimatesDresses 23
 items
  141. 141. is for Enthusiasts Discover Your Style Attend an Event Make a Collection Browse Your Stream Covet Fashion Journey to Mastery
  142. 142. Invites Waiting Browse New Content Dress for the Event Get Social Feedback Raid your friend’s closet Browse your Style Feed Choose an Invitation Covet Fashion Core Learning Loop
  143. 143. Everett Rogers Scientist, Bell Labs Playtesting Progression who do you listen to? at what dev stage?
  144. 144. Early Majority Closed Beta Friends & Family Team & 
 Department typical play-testing progression 

  145. 145. Early Majority Closed Beta Friends & Family Team & 
 Department Super-fan Community super-fan play-testing progression 

  146. 146. Game Thinking Quotes The best way to have a good idea is to have lots of ideas. Linus Pauling Scientist
  147. 147. don’t fall in love with an idea; fall in love with solving a problem & learning from your customers Prototype 
 to Learn
  148. 148. What can Game Thinking do for you? • Create a high-learning MVP* for exactly the right customers • Build an experience people come back to, again and again • Measurably improve your innovation outcomes *Minimum Viable Product
  149. 149. THANK YOU @amyjokim gamethinking.io amyjokim@gmail.com

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