Shanghai Keynote: Innovate smarter with Game Thinking

1. innovate smarter with Game Thinking gamethinking.io

2. What is Game Thinking?

8. What is Game Thinking? smarter, faster  innovation

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. Game Thinking Quotes Fun is just another world for learning Raph Koster Author, A Theory of Fun Think of your customers as learners

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. 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. Amy Jo Kim, Ph.D.  Game Designer, Startup Coach, Author, Educator

14. I help startups, game studios & global brands build deep engagement from the ground up

15. I’ve worked on a diverse set of innovative worldwide hits

16. online marketplace

17. Graphic MMO

18. multiplayer music game

19. social simulation game

20. mobile fashion game

21. leading digital health app

22. online toy rental service

23. +Author 2000 2018

24. +Educator

25. +Design work for major brands

26. Some teams I worked with created breakthrough hits.  Others didn’t manage to cross the chasm

27. +Insights into what makes a hit

28. Game Thinking System 5 Steps to Product/Market Fit

29. Game Thinking Toolkit 8 Connected Design Templates Clarify Identify Surface Distill Design Prototype Test Validate

30. Articulate & prioritize your high- risk assumptions STEP 1 Clarify your Product Idea

31. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Stage Gate Theory

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. • x evergreen hit game

38. Build Your Dream Closet Collect designer clothes ! dress for gala events !   build a lust-worthy closet of stunning outfits

39. Discover Your Personal Style Glamorous Trendsetting Understated

40. Test ideas on passionate, high-need early customers STEP 2 Identify your Super Fans

41. Have you ever listened to the wrong customers?

42. Finding the right customers  can determine whether you thrive - or fail

43. This innovative gaming platform didn't make it across the chasm

44. This innovative mobile game turned into an evergreen hit

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. Game Thinking Quotes Innovation diffusion theory EVERETT ROGERS, 1961

47. Game Thinking Quotes Crossing the Chasm GEOFFREY MOORE, 1991 HASM

48. Game Thinking Quotes Crossing the Chasm GEOFFREY MOORE, 1991 HASMSTART NOT

49. Who to listen to - & who to ignore?

50. don’t rely on friends & family

51. or people in your ultimate target market

52. increasing value over time

53. Game Thinking Quotes How do we actually do this? MVP Test Speed Interview

54. Game Thinking Quotes Super Fan Funnel MVP Test Speed Interview Screener x

55. Game Thinking Quotes Super Fan Funnel MVP Test Speed Interview Screener

56. Game Thinking Quotes Super Fan Funnel MVP Test Interview Screener

57. Game Thinking Quotes Super Fan Funnel Playtest Interview Screener

58. Let’s see how successful innovators   ﬁnd & leverage SuperFans

59. your super-fans are SPECIFIC to your project

60. rhythm action nerds who know the basics

61. simulation enthusiasts who love to make things

62. Lego-loving families who enjoy sharing photos

63. Mobile-centric   fashionistas

64. How did the Covet Fashion team identify & leverage their Superfans?

65. bVisionary Leaders Superfan Screener

66. Speed interviews

67. Existing Habits

68. Game Thinking Quotes If you want to cross the chasm…

69. Game Thinking Quotes Early adopters Start Here

70. Game Thinking Quotes Early majority Expand when ready

71. Create a customer experience that evolves over time STEP 3 Plan your   Mastery Path

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. Game Thinking Quotes Mastery Path MASTERY HABIT-BUILDING ONBOARDING DISCOVERY How do I learn the ropes?   How do I start giving & getting value?

74. Game Thinking Quotes Mastery Path MASTERY HABIT-BUILDING ONBOARDING DISCOVERY What urge pulls me back? What am I getting better at?

75. Game Thinking Quotes Mastery Path MASTERY HABIT-BUILDING ONBOARDING DISCOVERY What skills & knowledge have I mastered? How can I leverage that?

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. 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. Game Thinking Quotes Discovery is for Visitors Social discovery via friends and colleagues

80. Game Thinking Quotes Onboarding is for Newbies Learn the ropes with a friendly bot

82. Game Thinking Quotes Habit-building is for Regulars Customized group chat with emojis, bots, and integrations

84. Game Thinking Quotes Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app

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. Game Thinking Quotes How do we actually do this? MVP Test Speed Interview

87. Capture Key Insights about Customer Habits & Needs When _________ I want to ______________ so I can ______________ trigger activity + goal Job Stories desired outcome

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. 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. 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

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. 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

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. 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. Prototype & test a simple, engaging 21-day experience STEP 4 Playtest your   Learning Loop

98. Have you ever built the wrong MVP?

99. we’ve seen the cartoons

100. but… what should you build ﬁrst?

101. Robin Allenson  CEO, Similar.ai

102. from a polished game with no engagement…

103. …to a rough prototype   that fashion designers are begging to get their hands on & use

104. “ﬁnding the fun” = building engagement from the inside out

105. What’s the right MVP for an engaging product?

106. Fake   landing page?

107. Fake   landing page? X

108. Operant Conditioning AKA   Skinner Box?

109. X Operant Conditioning AKA   Skinner Box?

110. Skill-building = making customers more awesome

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. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates TRIGGER ACTIVITY

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. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates SIMPLE FEEDBACK

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. Skill-building = making customers more awesome

117. Learning Loop = making customers more skillful

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. 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. STEP 5 Validate your   Product Strategy Learn from your testing & decide how to proceed

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. Game Thinking Quotes Game Thinking Roadmap

123. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap

131. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap START HERE

132. Game Thinking Quotes MVP Test Speed Interview How do (the best) game designers build and tune their MVP?

133. we imagined living out a rock star fantasy…

134. and started by tuning & iterating a single song

135. we imagined a doll house come to life…

136. and started with tiny world-building experiments

137. we imagined a cooperative dress-up game…

138. and piggy-backed our ideas onto existing habits

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. 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. is for Enthusiasts Discover Your Style Attend an Event Make a Collection Browse Your Stream Covet Fashion Journey to Mastery

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. Everett Rogers Scientist, Bell Labs Playtesting Progression who do you listen to? at what dev stage?

144. Early Majority Closed Beta Friends & Family Team &   Department typical play-testing progression  

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

146. Game Thinking Quotes The best way to have a good idea is to have lots of ideas. Linus Pauling Scientist

147. don’t fall in love with an idea; fall in love with solving a problem & learning from your customers Prototype   to Learn

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. THANK YOU @amyjokim gamethinking.io amyjokim@gmail.com