This document discusses using game thinking principles to build customer engagement. It argues that traditional approaches like manipulation are no longer effective given customer choices. Instead, companies should focus on empowering customers by making their products more compelling and skill-building over time. The key principles discussed are identifying high-need superfans, creating a compelling mastery path for customers to improve skills, and developing a pleasurable learning loop that provides feedback and rewards progress. Examples are given of how companies like Slack and Kickstarter applied these principles to achieve success.
45. When the game was further along, we DID test our ideas with these casual
gamers. But in the early days, it was our super-fans who helped us bring the
game to life. In a very real sense, those hard-core music gamers were our
co-creators -- our collaborators — able to see what our crude mockups and
simple artwork could become, and — crucially — give us actionable
feedback on how to make it better.
rhythm game nerds
comfortable with Alpha
55. 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
56. Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What is this? Is it right for me?
What’s the value proposition?
57. Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
How do I learn the ropes?
How do I start getting value?
58. Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What urge pulls me back?
What am I getting better at?
59. Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What skills have I mastered?
How can I leverage that?
62. Game Thinking Quotes
In a loop, you’re
learning a skill and
updating your mental
model. That’s what
leads to player delight.
Daniel Cook
co-founder, Spry Fox Games