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How Slack, Kickstarter & Duolingo used Game Thinking to create a breakout hit
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.
In this document
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Introduction to game thinking and innovation concepts amidst changing market dynamics. Key focus on innovation like Slack and Kickstarter.
Observations on the decline in Facebook and gamification interest, and questions on engaging customers through empowerment rather than manipulation.
Introduction of Amy Jo Kim, her credentials as a game designer, entrepreneur, and innovation coach focusing on customer engagement.
Amy Jo Kim's experience with successful global hit projects including various game genres and digital platforms.
Introduction of 'Game Thinking' as a roadmap to achieve product/market fit, emphasizing high-need superfans, mastery path, and engagement pillars. How to create engaging user experiences through compelling mastery paths and pleasurable learning loops enhancing customer skills.
Practical steps and strategies to implement game thinking, enhance user loyalty, and empower customers for better engagement outcomes.
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How Slack, Kickstarter & Duolingo used Game Thinking to create a breakout hit
- 1. Rapid Innovation withGame Thinking Build your breakout hit like Slack, Kickstarter & Duolingo
- 2. The World IsChanging
- 3. Facebook use isdeclining
- 4. Interest in Gamificationis waning
- 6. Your customers havechoices
- 7. How will youengage them?
- 8. bribes? How will youengage them?
- 9. bribes? manipulation? How will youengage them?
- 10. bribes? manipulation? empowerment? How will youengage them?
- 11. Amy Jo Kim,Ph.D.
- 12. Amy Jo Kim,Ph.D. Game Designer
- 13. Amy Jo Kim,Ph.D. Game Designer Entrepreneur
- 14. Amy Jo Kim,Ph.D. Game Designer Entrepreneur Innovation Coach
- 15. Amy Jo Kim,Ph.D. Game Designer Entrepreneur Innovation Coach Author
- 16. Amy Jo Kim,Ph.D. Game Designer Entrepreneur Innovation Coach Author
- 17. I help startups,game studios & global brands build deep engagement fromthe ground up
- 18. I’ve worked ona diverse set of innovative worldwide hits
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- 24.
- 25. I helped thoseteams create breakthrough hits Others didn’t manage to cross the chasm
- 29.
- 30. 5 steps toproduct/market fit Game Thinking a roadmap for finding product/market fit
- 31. High-need Superfans 3 Pillars ofGame Thinking
- 32. High-need Superfans Compelling Mastery Path 3 Pillarsof Game Thinking
- 33. High-need Superfans Pleasurable Learning Loop Compelling Mastery Path 3Pillars of Game Thinking
- 34. Game Thinking Quotes “Youcan use an eraser on the drafting table or a sledgehammer on the construction site.” Frank Lloyd Wright Architect
- 35.
- 36. Game Thinking Quotes “Buildsomething just a few people want - even if most people don’t get it right away” Paul Buchheit Partner, Y-Combinator
- 37. Solve a real problemfor a narrow niche
- 38. Game Thinking Quotes Innovationdiffusion theory EVERETT ROGERS, 1961
- 39. Game Thinking Quotes Crossingthe Chasm GEOFFREY MOORE, 1991 CHASM
- 40. Listening to theright people can make or break your product
- 41. This gaming platform didn'tmake it across the chasm
- 42.
- 43. your super-fans are SPECIFICto your project
- 44.
- 45. When the gamewas 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
- 46.
- 47. simulation enthusiasts who loveto make things
- 48. Mary Lou Song ProductManager, eBay
- 49. enthusiastic early sellers makinga living off the site
- 50.
- 51. stay-at-home parents who’ve recentlyleft the workforce
- 52.
- 53. Game Thinking Quotes CHASMSTARTNOT Capture your “beachhead” market before trying to reach the majority
- 54.
- 55. Game Thinking Quotes Upgradeyour 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 MasteryPath MASTERY HABIT-BUILDING ONBOARDING DISCOVERY What is this? Is it right for me? What’s the value proposition?
- 57. Game Thinking Quotes MasteryPath MASTERY HABIT-BUILDING ONBOARDING DISCOVERY How do I learn the ropes? How do I start getting value?
- 58. Game Thinking Quotes MasteryPath MASTERY HABIT-BUILDING ONBOARDING DISCOVERY What urge pulls me back? What am I getting better at?
- 59. Game Thinking Quotes MasteryPath MASTERY HABIT-BUILDING ONBOARDING DISCOVERY What skills have I mastered? How can I leverage that?
- 60. Create an experience that getsbetter as customers become more skilled
- 61. Pleasurable Learning Loop skill-building feedback repeatable, pleasurable activity progress& investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY Repeatable pleasurable activity Skill-building feedback Progress & investment Cues & Triggers
- 62. Game Thinking Quotes Ina 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
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- 67.
- 68.
- 69. Start Here How tobuild engagement from the ground up
- 71.
- 72. Slack started asan internal tool for people building a multiplayer cooperative game
- 73. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress& investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop Mastery Path
- 74. Game Thinking Quotes Discoveryis for Visitors Social discovery via friends and colleagues
- 75. Game Thinking Quotes MasteryPath skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop
- 76. Game Thinking Quotes Onboardingis for Newbies Learn the ropes with a friendly bot
- 77. Game Thinking Quotes MasteryPath skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop
- 78. Game Thinking Quotes Habit-buildingis for Regulars Customized group chat with emojis, bots, and integrations
- 79. Game Thinking Quotes MasteryPath skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop
- 80. Game Thinking Quotes Masteryis for Enthusiasts Launch a channel, program a bot, integrate your app
- 81. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress& investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY Pleasurable Learning Loop Repeatable pleasurable activity Skill-building feedback Progress & investment Cues & Triggers
- 82. Game Thinking Quotes TRIGGER ACTIVITY Read& respond to updates All updates read Customize your channel FOMO - check updates
- 83. Game Thinking Quotes Read& respond to updates All updates read Customize your channel FOMO - check updates SIMPLE FEEDBACK
- 84. Game Thinking Quotes Read& respond to updates All updates read Customize your channel FOMO - check updates SIMPLE FEEDBACK
- 85. Game Thinking Quotes TRIGGER Read& respond to updates All updates read Customize your channel FOMO - check updates PROGRESS
- 87.
- 88. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress& investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop Mastery Path
- 89. Game Thinking Quotes SocialDiscovery via friends & followers
- 90. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress& investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop Mastery Path
- 91. Game Thinking Quotes ExploratoryOnboarding with layers of engagement
- 92. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress& investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop Mastery Path
- 93. Game Thinking Quotes EngagedHabits Rooting for your project to succeed
- 94. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress& investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop Mastery Path
- 95. Game Thinking Quotes Headingtoward Mastery Launch your own project
- 96. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress& investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY Pleasurable Learning Loop Repeatable pleasurable activity Skill-building feedback Progress & investment Cues & Triggers
- 97.
- 98. Game Thinking Quotes Explore Campaigns Donate Share Respondto update FEEDBACK
- 99. Game Thinking Quotes TRIGGER Explore Campaigns Donate Share Respondto update Investment
- 100. Game Thinking Quotes Buildsomething that gets better As your customers become more skilled MASTERY HABIT-BUILDING ONBOARDING DISCOVERY
- 102.
- 103. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress& investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop Mastery Path
- 104. Game Thinking Quotes DiscoveryValue Prop
- 105. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress& investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop Mastery Path
- 106.
- 107. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress& investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop Mastery Path
- 108. Game Thinking Quotes Short,game-like activities
- 109. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress& investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop Mastery Path
- 110. Game Thinking Quotes Unlockcontent & status markers
- 111. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress& investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY Pleasurable Learning Loop Repeatable pleasurable activity Skill-building feedback Progress & investment Cues & Triggers
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- 115.
- 116. Learning Loop = makingcustomers more skillful Repeatable pleasurable activity Skill-building feedback Progress & investment Cues & Triggers
- 117. Mastery path = Experiencegets better as customers become more skilled MASTERY HABIT-BUILDING ONBOARDING DISCOVERY
- 118. This approach worksfor entrepreneurs worldwide
- 119.
- 120.
- 121.
- 122.
- 123.
- 124. The World IsChanging
- 125. smart product leaders empower customers instead of manipulatingthem We can do it!
- 126. Game Thinking Helps YOUempower your customers
- 127. High-need Superfans 3 Pillars ofGame Thinking
- 128. High-need Superfans Compelling Mastery Path 3 Pillarsof Game Thinking
- 129. High-need Superfans Pleasurable Learning Loop Compelling Mastery Path 3Pillars of Game Thinking
- 130.
- 131. “Who are myfirst 50 customers?”
- 132. “What do theywant to get better at?
- 133. “How can myproduct empower them?”
- 134. Increase your oddsof success with Game Thinking
- 135. take our quiz& get your FREE CHEATSHEET gamethinking.io/quiz
- 136. TAKE THE QUIZ gamethinking.io/quiz FOLLOWME ON TWITTER @amyjokim GET IN TOUCH amyjokim@gmail.com THANK YOU