The document outlines a comprehensive approach to design thinking, emphasizing empathy, ideation, and user-driven prototyping to foster innovation in various industries, including gaming. It details a five-step process: empathize, define, ideate, prototype, and test, providing various tools and methodologies for each stage. Additionally, it covers hypothesis testing and iterative development to enhance user experience and engagement within product design.

1. DESIGN
THINKINGby HRISTONEYCHEV

2. HRISTO NEYCHEV
I bring new ideas to life
CORPORATE
4 companies
STARTUP
6 startups
Dallas
Dance
Center

3. INNOVATIONS
CONSULTANT

4. MODERN BUSINESS
PRACTICES
DESIGN THINKING
LEAN
AGILE
BRAINSTORMING
Google’s product sprint
Adobe’s kickbox
Rapid prototyping
Empathy mapping

5. Collaboration
Platform for
Film and Gaming
Studios

6. CREATING THE FUTURE OF VR GAMING

11. MODERN
WAYS OF
WORKING

15. DESIGN
THINKING

16. NOT ABOUT DESIGN

17. NOT ABOUT THINKING

18. EMPATHY

19. IDEATION

20. TESTING

21. RENAME TO…
EMPATHY AND IDEA TESTING
or
CREATIVE-PROBLEM SOLVING

22. FIVE-STEP PROCESS

23. EMPATHIZE

24. !
The better we empathize with
people, the faster we create value
for them – and success for us!

25. SYMPATHY

26. SYMPATHY

27. EMPATHY

28. IDEAS

29. TOOLS
Analogous Experience
Personal Immersion
Observe and listen
Customer Interview
Expert Interview

30. DEFINE

31. WHAT
USER: Define the type of customer you will focus on
Tool: Empathy Map Canvas
NEEDS: Define the needs and problems they have
Tool: Problem Statement Canvas
INSIGHTS: Define key learning and principles

32. TIMELINE
7:30 Wake Up
8:00 Breakfast
8:30 Drive to Work
9:00 Look for a parking spot
12:00 Dive To Have Lunch
12:15 Look for a parking spot ...
...
ACTIVITIES ● CHALLENGES ● MOMENTS

33. EMPATHY
CANVAS

35. PROBLEM STATEMENT CANVAS

36. IDEATE

37. IDEATION TOOLS
Brainstorming
Reverse Brainstorming
Mind Maps
Lotus Diagram
Value Proposition Canvas

38. LOTUS DIAGRAM

39. What they want done
- Functional
- Social
- Emotional
Positive outcomes
they hope to achieve
- Results
- Benefits
- Aspirations
Negative outcomes
they hope to avoid
VALUE PROPOSITION CANVAS

40. PROTOTYPE

41. LOW FIDELITY PROTOTYPES
Storyboards
Sketches and Diagrams
Paper Interfaces
Role-Playing
Physical Models
User-Driven Prototyping

42. HIGH FIDELITY PROTOTYPES
3d plastic model
Alpha/beta prototype
Wizard of Oz test
Concierge test
Single feature MVP

43. GUIDELINES
Start immediately
Don’t spend too much time
Iterate and change fast
Keep in mind what you are testing
Focus on the user experience

44. TEST

45. SHOW
DON’T TELL

46. ASK USERS TO TALK YOU
THROUGH THEIR EXPERIENCE

47. GUIDELINES
Observe and take notes
Prepare an entry/exit interview or survey
Measure the results
Use LEAN STARTUP methodology to run multiple tests to
(in)validate your thinking

49. COMPETITIVE + MULTIPLAYER + MOBILE
DISRUPT
MOBILE
GAMING

50. Test 1: basics
HYPOTHESIS - “The game is fun”
ENERGYSKILLS

51. Test 2: speed
HYPOTHESIS:
“You can finish
a duel in 2 min”

52. Test 3: engagement
-Web prototype
-ugly as hell…but “it works! ”
HYPOTHESIS: “The game is engaging
for other people”

53. AVERAGE NUMBER
OF DUELS PER PLAYER
VERY HIGH ENGAGEMENT
[20-35 min in the game]
681 duels played
121 unique players
Acquisition channels: Fb, G+

54. What’s next?
CORE LOOP
(1v1)
2v2, 3v3
Instant resolving
(more dynamic)
More weapons =
more fun?
Good Art will
increase fun,
engagement,
retention, etc.
Sci-fi?
Fantasy?
Vikings?
Post-
Apocalyptic?

55. Test 4: complexity
-Web prototype “Duel Game 2”
HYPOTHESIS: “The game is more
fun/engaging with more skills”
“Adding fun without adding
complexity”

56. Test 5: more speed
-Web prototype “Duel Game 3”
HYPOTHESIS: “The game is more
fun/engaging if skills resolve instantly”

57. Test 6: 4 people is more fun

58. Good Art will
increase fun,
engagement,
retention, etc.
Sci-fi?
Fantasy?
Vikings?
Post-
Apocalyptic?
Test 7: Find the right Art

59. Fake Facebook ad campaigns

60. Test 8: SOFT-LAUNCHED PILOT VERSION

61. -add player progression
-add player customization
-add daily quests
HYPOTHESIS: “…will increase retention”
Test 9: retention

62. Test 10: monetization
-add game currency
-add real $ store
-add many new items
HYPOTHESIS: “…will increase monetization.”

63. “
Only a mind
free of preconceptions
is a mind free to learn!

64. to accept that (something) is true, especially without proof
Think
Believe
Knowto understand from experience, attainment, or observation
to use one's mind actively to form connected ideas

65. BEAUTY OF NOT KNOWING
not
knowing
wanting
to know
asking
questions
looking
for
answers
validating
through
experience
KNOWING

66. B E L I E V I N G
not
knowing
wanting
to know
asking
questions
looking
for
answers
validating
through
experience
KNOWING
“Believing removes the willingness to know
by giving you a false sense of knowing!”

67. Be honest with
yourself!
Do you KNOW something,
or do you BELIEVE something?
!

68. YOUR BIGGEST FEAR?
No money?
No time?
No good ideas?
No motivation?
No co-founder?

69. CREATING
THE
WRONG
THING!

70. HAPPY
IDEA TESTING!
Thank you!
Hristo Neychev