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Slack Game Thinking Teardown

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Slack is a runaway hit — and everyone wants to figure out why. Slack lacks the outer trappings of a game — instead it pulls you along by unfolding new opportunities as your skills grow stronger. Learn how Slack’s Core Learning Loop drives a simple, compelling daily habit; why a single-player on-boarding bot creates a game-like experience; and why Slack’s early development practices created a strong foundation for rapid growth.

Published in: Design
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Slack Game Thinking Teardown

  1. 1. Game Thinking TEARDOWN GITPRO World 2017
  2. 2. Is this you? • want to avoid costly detours on the path to product/market fit • tired of sifting through feedback and wondering what and who to focus on • want to unlock the secrets of building deep, game-like engagement into your products
  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. a step-by- step system to 
 accelerate product innovation Game Thinking Toolkit
  7. 7. How to 
 10X your product/market fit with Game Thinking What You Will Learn Today
  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 Powerful Techniques that supercharge innovation
  16. 16. Mobilize your Super-fans find & leverage your high-need, high-value early customers 1
  17. 17. Create something that a few people love - even if most people don’t get
 it right away Paul Buchheit Partner, Y-Combinator
  18. 18. find & leverage your super-fans 
 then expand 
 from that base
  19. 19. Start with a Learning Loop “find the fun” with a skill-building feedback loop 2
  20. 20. Fun is just another word for learning Raph Koster author, A Theory of Fun
  21. 21. the best MVP is your Core Learning Loop
  22. 22. Play-test your idea to life tinker, prototype & assume your first idea might not 
 be right 3
  23. 23. 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
  24. 24. don’t fall in love with an idea; fall in love with solving a problem & learning from
 your customers
  25. 25. Game Thinking TEARDOWN Journey to Mastery & Core Learning Loop
  26. 26. is for Enthusiasts Discovery Onboarding Habit-Building Mastery end-to-end customer journey
  27. 27. 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.
  28. 28. a small, distributed development group
  29. 29. When that game failed financially, Steward Butterfield - the team leader - pivoted and turned their in-house tool into a better, faster team communications product.
  30. 30. Discovery Onboarding Habit-Building Mastery 4-stage Journey to Mastery
  31. 31. is for Enthusiastswhat is my customer’s end-to-end learning experience? Discovery Onboarding Habit-Building Mastery how does it evolve over time?
  32. 32. is for Enthusiasts Discovery Discovery is for Visitors Is this right for me? What’s the value proposition?
  33. 33. is for EnthusiastsStage 1: Discovery is for Visitors Social Discovery via Friends & Colleagues
  34. 34. is for EnthusiastsOnboarding is for Newbies Discovery Onboarding How do I learn the ropes? When do I start getting value?
  35. 35. is for EnthusiastsStage 1: Onboarding in Slack Learn the ropes with a friendly bot
  36. 36. is for EnthusiastsHabit-building is for Regulars Discovery Onboarding Habit-Building What pulls me back? What am I getting better at?
  37. 37. is for EnthusiastsStage 1: Habit-building in Slack Customized group chat with emojis, bots & integrations
  38. 38. Stage 1: Habit-building in Slack Customized group chat with emojis, bots & integrations
  39. 39. is for EnthusiastsMastery is for Enthusiasts Discovery Onboarding Habit-Building Mastery How can I leverage the skills & knowledge I’ve built?
  40. 40. Launch a channel, program a bot, integrate your app Stage 1: Mastery in Slack
  41. 41. Got Churn? build a product that pulls people back again and again
  42. 42. Help your customers get better at something that matters
  43. 43. Create an experience that gets better as your customers become more skilled
  44. 44. Learning Loop = making customers more skillful
  45. 45. 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
  46. 46. 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
  47. 47. Stage 1: Repeatable, pleasurable activity
  48. 48. 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
  49. 49. Stage 1: Simple, skill-building
 feedback
  50. 50. 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
  51. 51. Stage 1: Progression & investment systems Customized group chat with emojis, bots & integrations
  52. 52. Stage 1: Engaged Trigger
  53. 53. 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
  54. 54. bring ideas to life faster and smarter with Game Thinking
  55. 55. what’s the fastest path to a high-learning MVP?
  56. 56. start with Super-fans & a Core Learning Loop start with a Learning Loop
  57. 57. Game Thinking Roadmap
  58. 58. X-axis: customer’s journey Game Thinking Roadmap
  59. 59. Y-axis: developer’s journey X-axis: customer’s journey Game Thinking Roadmap
  60. 60. Y-axis: developer’s journey X-axis: customer’s journey Game Thinking Roadmap start with a Learning Loop
  61. 61. solve a real problem for a small group
  62. 62. 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.
  63. 63. 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.
  64. 64. are you ready to innovate smarter & faster with Game Thinking?
  65. 65. a step-by- step system to 
 accelerate product innovation Game Thinking Toolkit
  66. 66. 8 step-by-step design templates
  67. 67. Game Thinking Live engage your customers on a path to mastery MAR 31-APR 01, 2017 SILICON VALLEY gamethinkinglive.com
  68. 68. empower your team with the Game Thinking Toolkit
  69. 69. bring your partner or team to this 2-day live training event
  70. 70. Day 1: Case Studies & War Stories
  71. 71. Day 2: Project Work with Expert Coaching
  72. 72. includes online learning community & pre-event prep course
  73. 73. http://gamethinkinglive.com LEARN MORE
  74. 74. get in touch amyjokim.com/contact @amyjokim on twitter

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