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![[Innovation Diffusion Theory]
Now, I’m not the first one to discover this. Way back in
1961, Everett Rogers of Bell Labs published his
landmark study of how innovation spreads in social
systems.
Everett Rogers
Scientist, Bell Labs](https://image.slidesharecdn.com/gtakeynote-170824144246/85/Game-Thinking-Asia-Keynote-41-320.jpg)
Uploaded byAmy Jo Kim
Game Thinking Asia Keynote
Game Thinking is an approach that focuses on driving customer engagement through skill-building and mastery. The key techniques include finding super-fans as early customers, designing a learning loop for skill progression, and mapping out a customer's journey from discovery to mastery. When building an MVP, the document recommends focusing on the core learning loop to engage customers in an activity that satisfies needs and provides feedback. Iterative testing with super-fans and tuning the skill-building experience is important for learning and improving the product.
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Game Thinking Asia Keynote
- 1. Game Thinking drive product/marketfit & lasting engagement with
- 2. What is GameThinking?
- 3. Upgrade your user, notyour product… make people better at something they want to get better at. Kathy Sierra Co-creator,, Head First Series Make your customers more awesome Game Thinking Quotes
- 4. To increase yourchances of success, minimize time through the Build/Measure/ Learn cycle Eric Ries Author, The Lean Startup Accelerate your Innovation Cycle Game Thinking Quotes
- 5. Fun is just anotherword for learning Raph Koster Author, A Theory of Fun Treat your customers as Learners Game Thinking Quotes
- 6.
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- 11. smarter, faster innovation Game Thinking the artand science of engaging customers on a mastery path
- 12. Amy Jo Kim,Ph.D. Game Designer & Startup Coach
- 13. I help startups,game studios & global brands build social products that drive long-term engagement
- 14. It all startedwhen I got laid off
- 15.
- 16.
- 17. then one day,I got the call
- 22. we created abreakthrough hit
- 23. Rock Band PlayersApparently Have Better Music Perception
- 24. which led tomore breakthrough hits
- 25. design work formajor brands
- 26. a VC-funded braingamesstartup
- 27. hard lessons aboutearly-stage innovation
- 28. & insights intowhat makes a hit
- 29.
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- 31. online toy rentalservice
- 32. 3 Game Thinking Techniques to accelerate innovation& build lasting engagement Super-fans Learning Loop Mastery Path
- 33. Have you ever listenedto the wrong customers?
- 34. Finding the rightcustomers can determine whether you thrive - or fail
- 35. innovative gaming platformdidn’t find an audience
- 36. digital health appfound exactly the right audience
- 37. 3 Test your ideason a handful of passionate, high-need early customers 21 Super-fans
- 38. Create something that afew people love - even if most people don’t get it right away. Paul Buchheit Partner, Y-Combinator
- 39. Geoffrey Moore Author, Crossingthe Chasm
- 40. The technology adoptionlifecycle (1991)
- 41. [Innovation Diffusion Theory] Now,I’m not the first one to discover this. Way back in 1961, Everett Rogers of Bell Labs published his landmark study of how innovation spreads in social systems. Everett Rogers Scientist, Bell Labs
- 42.
- 43. Who to listento - & who to ignore?
- 44. don’t rely on friends& family
- 45. or people in yourultimate target market
- 47.
- 48. How do successfulinnovators find & leverage SuperFans?
- 49. your super-fans are SPECIFICto your project
- 50. rhythm action nerds whoknow the basics
- 51. simulation enthusiasts who loveto make things
- 52. Lego-loving families who enjoysharing photos
- 53.
- 54. if you wantto cross the chasm…
- 55. find & leverageyour Superfans* FIRST * high-need high-value early customers
- 56. then expand fromthat base
- 57. Mastery Path Empower your customerover time with learning & skill-building 31 2
- 58. Discovery Onboarding Habit-Building Mastery what is mycustomer’s end-to-end experience? how does it evolve over time?
- 59. is for Enthusiasts Discovery Stage1: Discovery is for Visitors What is this? Is it right for me? What’s the value proposition?
- 60. is for EnthusiastsStage2: Onboarding is for Newbies Discovery Onboarding How do I learn the ropes? How do I start giving & getting value?
- 61. is for EnthusiastsStage3: Habit-building is for Regulars Discovery Onboarding Habit-Building What urge pulls me back? What am I getting better at?
- 62. is for EnthusiastsStage4: Mastery is for Enthusiasts Discovery Onboarding Habit-Building Mastery What skills & knowledge have I mastered? How can I leverage that?
- 63.
- 64. is for EnthusiastsStage1: Discovery is for Visitors Social Discovery via Friends & Colleagues
- 65. is for EnthusiastsStage1: Onboarding is for Newbies Learn the ropes with a friendly bot
- 66. is for EnthusiastsStage1: Habit-building is for Regulars Customized group chat with emojis, bots & integrations
- 67. is for EnthusiastsStage1: Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app
- 68. Have you ever builtthe wrong MVP?
- 69. we’ve seen thecartoons
- 70. (gotta love thosecartoons)
- 71. but… what shouldyou build first?
- 72.
- 73. from a polishedgame with no engagement…
- 74. …to a roughprototype that fashion designers are begging to get their hands on & use
- 75. Prototype & tunea simple, engaging skill-building feedback loop Learning Loop 321
- 76. Fun is just anotherword for learning Raph Koster Author, A Theory of Fun
- 77. “finding the fun”= building engagement from the inside out
- 78. What’s the rightMVP?
- 79.
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- 83.
- 84. In a loop,you’re learning a skill & updating your mental model. That’s what leads to player delight. Dan Cook Author, Lost Garden blog Game Thinking Quotes
- 85. Check Updates urge toconnect 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
- 86. Check Updates urge toconnect 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
- 87. 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
- 88. EscapeTime! urge to diveinto 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
- 89.
- 90. Learning Loop = makingcustomers more skillful
- 91. is for Enthusiasts Discovery Onboarding Habit-Building Mastery Whereshould I focus when I’m building my MVP?
- 92. the smartest MVPis a Core Learning Loop
- 93. Putting it allTogether What to build? Who to listen to? At what dev stage?
- 94. Build your roadmapwith Game Thinking You can use an eraser on the drafting table or a sledge hammer on the construction site Frank Lloyd Wright Architect
- 95.
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- 98. How do (thebest) game designers build and tune their MVP?
- 99. we imagined livingout a rock star fantasy…
- 100. and started bytuning & iterating a single song
- 101. we imagined adoll house come to life…
- 102. and started withtiny world-building experiments
- 103. we imagined acooperative dress-up game…
- 104. and piggy-backed ourideas onto existing habits
- 105. Everett Rogers Scientist, BellLabs Playtesting Progression who do you listen to? at what dev stage?
- 106. Early Majority Closed Beta Friends& Family Team & Department typical play-testing progression
- 107. Early Majority Closed Beta Friends& Family Team & Department Super-fan Community super-fan play-testing progression
- 108. What can GameThinking do for you? • Dramatically accelerate product discovery • Create a high-learning MVP* for exactly the right customers • Build an experience people come back to, again and again • Improve your innovation outcomes *Minimum Viable Product
- 109. The best wayto have a good idea is to have lots of ideas Linus Pauling Nobel-winning scientist
- 111. don’t fall inlove with an idea; fall in love with solving a problem & learning from your customers Prototype to Learn
- 112. a proven system to run smarter experiments and design for learning & mastery Game Thinking Toolkit Clarify Identify Listen Distill Design Prototype Test Validate
- 115.