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Turbo-charge your product with Game Thinking - Lean Startup Conference 2015

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It’s easier than ever to create a new, innovative product, game, app or service. But most innovative projects never take off and reach their intended audience. What differentiates the ones that DO? What do teams who create genre-defining hits do differently? In this talk, you’ll learn 5 early design hacks that will help you find and delight your aspirational audience – illustrated with front-line stories from eBay, Ultima Online, The Sims, Rock Band, Covet Fashion, Happify and Pley. You’ll come away with a smarter approach to early product design – and 5 practical, actionable hacks that will increase your odds of success.

Published in: Design

Turbo-charge your product with Game Thinking - Lean Startup Conference 2015

  1. 1. Game Thinking Amy Jo Kim, Ph.D. amyjokim.com Co-Founder & Game Designer shufflebrain.com Creator & Head Coach getting2alpha.com Lean Startup Conference 2015 Turbo-Charge your Product Design with
  2. 2. Welcome I’m glad 
 you’re here
  3. 3. Is this you? • need to accelerate early design process • tough to find the right early customers • hard to make a stripped-down MVP
  4. 4. What You Will Learn Actionable techniques for creating a better product in less time with Game Thinking
  5. 5. As a child I loved to play
  6. 6. As a child I loved to play But I didn’t love to compete
  7. 7. one night on a beach in Greece my creativity was re-ignighted
  8. 8. I found another way to play
  9. 9. I developed my coop design skills
  10. 10. then one day, I got THE CALL
  11. 11. we created a breakthrough hit
  12. 12. which led to more breakthrough hits
  13. 13. and insights into Game Thinking
  14. 14. Design your experience to evolve over time1 Design is not just what it looks like & feels like. Design is how it works. Steve Jobs
  15. 15. is for Enthusiastswhat is my customer’s end-to-end experience? Discovery Onboarding Habit-Building Mastery how does it evolve over time?
  16. 16. is for Enthusiasts Discovery Discovery is for Visitors Is this right for me? What’s the value proposition?
  17. 17. is for EnthusiastsOnboarding is for Newbies Discovery Onboarding How do I learn the ropes? When do I start getting value?
  18. 18. is for EnthusiastsHabit-building is for Regulars Discovery Onboarding Habit-Building What pulls me back? What am I getting better at?
  19. 19. is for EnthusiastsMastery is for Enthusiasts Discovery Onboarding Habit-Building Mastery Can I leverage the skills & knowledge I’ve built?
  20. 20. is for Enthusiasts Discovery Onboarding Habit-Building Mastery end-to-end customer experience
  21. 21. is for EnthusiastsStage 1: Discovery is for Visitors Social Discovery via Friends & Colleagues
  22. 22. is for EnthusiastsStage 1: Onboarding is for Newbies Learn the ropes with a friendly bot
  23. 23. is for EnthusiastsStage 1: Habit-building is for Regulars Customized group chat with emojis, bots & integrations
  24. 24. is for EnthusiastsStage 1: Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app
  25. 25. Slack evolves to match your skill level a conversational, extensible environment — built to enable UGC & player creativity
  26. 26. Find the fun within your Core Loop2 Fun is just another word for learning. Raph Koster author, A Theory of Fun
  27. 27. Fun means different things to different people
  28. 28. What is a game? a system in which players engage in an artificial conflict, defined by rules, that results in a quantifiable outcome* * Source: Rules of Play
  29. 29. Zero-Sum Game We are opponents I Win You Lose
  30. 30. Head-to-Head Battles War Simulations Rank-Ordered Competitions Gambling
  31. 31. a structured experience with rules and goals that’s fun to play together* * Source: The Player’s Journey (forthcoming)
  32. 32. We are partners Non-Zero-Sum Game Win-Win Lose-Lose
  33. 33. Martial Arts Charity Walk Double Dutch Pictionary
  34. 34. What kind of fun are your customers looking for? Do they want to be partners? or opponents?
  35. 35. In a loop, you’re learning a skill and updating your mental model. That’s what leads to player delight. Dan Cook co-founder, Spry Fox
  36. 36. Operant Conditioning AKA 
 Skinner Box?
  37. 37. X Operant Conditioning AKA 
 Skinner Box?
  38. 38. Skill-building = making customers more awesome
  39. 39. Skill-building = making customers more awesome
  40. 40. Core Loop = 
 skill-building habit loop Skill-Building Core Loop
  41. 41. Finding the fun in a co- op music game
  42. 42. PartyTime!
 urge for a fun social activity Play a Song Together Get your Score, Accolades, $$ get better, play harder songs & bigger venues Core Loop Feedback & Progress Investment Path Activity Internal Trigger Beat the Song Engaged Trigger
  43. 43. Finding the fun in a team collaboration tool
  44. 44. Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need Attention Customize your channel & expressions Activity Chain Feedback & Progress Investment Path Internal Trigger Core Loop
  45. 45. Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need Attention Customize your experience Trigger Activity Engaging activity 
 satisfies an urge or need Internal Trigger Core Loop
  46. 46. Feedback & progress promote 
 learning & mastery EscapeTime!
 urge to dive into an escapist world Read & Respond to Updates No More Updates Need Attention Customize your experience Feedback & Progress Core Loop
  47. 47. EscapeTime!
 urge to dive into an escapist world Read & Respond to Updates No More Updates Need Attention Customize your experience Investment Path Investment 
 & triggers 
 pull people back Engaged Trigger Check Notifications Core Loop
  48. 48. Skill-building = making customers more awesome
  49. 49. Core Loop = making customers more skillful
  50. 50. Wanna build long-term engagement? Start with a skill-building Core Loop
  51. 51. Connect with your super-fans3 In a multi-player game, the people playing are more valuable than 
 all the animations, models & game logic
 Gabe Newell CEO, Valve
  52. 52. Crossing the Chasm
 Geoffrey Moore, 1991
  53. 53. Everett Rogers, 1961 Innovation Diffusion Theory
  54. 54. To cross 
 the chasm…
  55. 55. Find & delight a few passionate early customers
  56. 56. the fans out there are entertaining us, the developers, with their creations! Will Wright designer, The Sims
  57. 57. Leverage your relationships with Super Fans
  58. 58. Slack came to life as 
 a collaboration tool for a distributed team building a co-op game solve a real problem for a small group
  59. 59. Bring ideas 
 to life with Game Thinking

  60. 60. How can you benefit from Game Thinking? Accelerate & focus your design process + Identify & leverage the right early customers + Build a stripped-down yet compelling MVP
  61. 61. Launching in 2016
 Getting2Alpha Masterclass online course for entrepreneurs & product leaders
 Getting2Alpha MVP Club VIP coaching for innovative product teams
 getting2alpha.com
  62. 62. let’s stay in touch @amyjokim amyjokim.com getting2alpha.com

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