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How to build a product people love
The document provides an overview of a webinar on how to build products that people love using game thinking techniques. It introduces the speaker, Amy Jo Kim, and her background in game design, entrepreneurship, and coaching startups. The webinar teaches four strategies for better, faster product design: designing for evolution over time; finding the fun in the core loop; connecting with superfans; and using game thinking for roadmapping. It provides examples of how these strategies can be applied and shares success stories from companies that have used Amy Jo Kim's Getting2Alpha methodology.
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How to build a product people love
- 1. How to builda product people love Today’s Guest: Tommy Walker Editor-in-Chief of the Shopify Plus Blog Webinars #UTwebinar @UserTesting How to build a product people love Amy Jo Kim CEO at Shufflebrain @amyjokim
- 2.
- 3. Is this you? •need to accelerate early design process • tough to filter & apply all the feedback • hard to make a stripped-down MVP
- 4. What You WillLearn Actionable techniques for creating a better product in less time with Game Thinking
- 5. • Social GameDesigner • Entrepreneur • Startup Coach Amy Jo Kim, Ph.D.
- 6. • Social GameDesigner • Entrepreneur • Startup Coach Amy Jo Kim, Ph.D.
- 7. It all started whenI got laid off
- 8.
- 9.
- 10. one day, Igot THE CALL
- 11. we created abreakthrough hit
- 12. which led tomore breakthrough hits
- 13. design work formajor brands
- 14. & deep insightsinto Game Thinking
- 15. then my favorite client issued achallenge
- 16. we made 6months of progress in 6 weeks
- 17. & the Getting2Alphasystem was born
- 19. Ideas Design & Build Product Measure Data Learn Afaster, smarter way to test high-risk assumptions
- 20.
- 21. Design your experienceto evolve over time Design is not just what it looks like & feels like. Design is how it works. Steve Jobs
- 22. is for Enthusiastswhatis my customer’s end-to-end experience? Discovery Onboarding Habit-Building Mastery how does it evolve over time?
- 23. is for Enthusiasts Discovery Discoveryis for Visitors Is this right for me? What’s the value proposition?
- 24. is for EnthusiastsOnboardingis for Newbies Discovery Onboarding How do I learn the ropes? When do I start getting value?
- 25. is for EnthusiastsHabit-buildingis for Regulars Discovery Onboarding Habit-Building What pulls me back? What am I getting better at?
- 26. is for EnthusiastsMasteryis for Enthusiasts Discovery Onboarding Habit-Building Mastery Can I leverage the skills & knowledge I’ve built?
- 27. is for Enthusiasts Discovery Onboarding Habit-Building Mastery end-to-endcustomer experience
- 28. is for EnthusiastsStage1: Discovery is for Visitors Social Discovery via Friends & Colleagues
- 29. is for EnthusiastsStage1: Onboarding is for Newbies Learn the ropes with a friendly bot
- 30. is for EnthusiastsStage1: Habit-building is for Regulars Customized group chat with emojis, bots & integrations
- 31. is for EnthusiastsStage1: Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app
- 32. Create an experience thatgets better as your customers become more skilled Wanna build a product people come back to?
- 33. Fun is justanother word for learning. Raph Koster author, A Theory of Fun Find the fun in your Core Loop
- 34. Fun means differentthings to different people
- 35. What is agame? a system in which players engage in an artificial conflict, defined by rules, that results in a quantifiable outcome* * Source: Rules of Play
- 36. Zero-Sum Game We areopponents I Win You Lose
- 37. Head-to-Head Battles WarSimulations Rank-Ordered Competitions Gambling
- 38. a structured experiencewith rules and goals that’s fun to play together* * Source: The Player’s Journey (forthcoming)
- 39. We are partners Non-Zero-SumGame Win-Win Lose-Lose
- 40. Martial Arts CharityWalk Double Dutch Pictionary
- 41. What kind offun are your customers looking for? Do they want to be partners? or opponents?
- 42. 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
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- 49. Core Loop = skill-building habit loop Skill-Building Core Loop
- 50. Core Loop =your Day 21 experience
- 51. Finding the funin a co-op music game
- 52. PartyTime! urge for afun social activity Play a Song Together Get your Score, Accolades, $$ get better, play harder songs & bigger venues Core Loop Feedback & Progress Investment Path Activity Internal Trigger Beat the Song Engaged Trigger
- 53. Finding the funin a team collaboration tool
- 54. Check Updates urge toconnect with your team Read & Respond to Updates No More Updates Need Attention Customize your channel & expressions Activity Chain Feedback & Progress Investment Path Internal Trigger Core Loop Engaged Trigger Check Notifications
- 55.
- 56. Core Loop = makingcustomers more skillful
- 57. Start with a skill-building CoreLoop Wanna build long-term engagement?
- 58. Connect with yoursuper-fans “Create something that a few people love - even if most people don’t get it right away” Paul Buchheit Partner, Y-combinator
- 59. Crossing the Chasm GeoffreyMoore, 1991
- 60.
- 61. To cross thechasm…
- 62. Find & delight afew passionate early customers
- 63. the fans out thereare entertaining us, the developers, with their creations! Will Wright designer, The Sims
- 64. Slack came tolife as a collaboration tool for a distributed team building a co-op game solve a real problem for a small group
- 65. Find & delightyour Superfans Wanna accelerate innovation?
- 66. Build your roadmapwith Game Thinking You can use an eraser on the drafting table or a sledge hammer on the construction site Frank Lloyd Wright Architect
- 67. skill-building makes yourcustomers more awesome
- 68. game thinking helpsthem leverage their skills
- 69. Y-axis: developer’s journey .. and helps YOUbring products to life with gaming smarts X-axis: customer’s journey
- 70. PartyTime! urge for afun social activity Play a Song Together Get your Score, Accolades, $$ get better, play harder songs & bigger venues Core Loop Feedback & Progress Investment Path Activity Internal Trigger Beat the Song Engaged Trigger
- 71. 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
- 72. Amy Jo’s MVPmethodology is fantastic. The ROI you’ll see is a no-brainer. Ofer Leidner President, Happify Case Study:
- 73. CHALLENGE build prototype identify earlycustomers prove business model
- 74. SHORTCUTS clarify product strategy findpassionate customers prototype Core Loop Skill-Building Core Loop
- 75. RESULTS iterated product with customerinsights market leader in digital happiness
- 76. 4 Strategies forsmarter, faster product design 3 Connect with your Superfans Design your product to evolve over time1 2 Find the fun within your Core Loop 4 Build your roadmap with Game Thinking
- 77. What if youcould… • Accelerate your early product development? • Talk with EXACTLY the right customers early on? • Turn those insights into a simple yet compelling MVP*? • Do all of this in just a few weeks? *Minimum Viable Product
- 78. Amy Jo helpedus create our MVP in record time. An invaluable investment that’s still paying off. Ranan Lachman CEO, Pley
- 79. This program gaveme a framework for turning my startup ideas into concrete reality. I’m now pursuing my idea full-time. Megan Berwick CEO, Sunreach
- 80. This program gaveme the skills and confidence to build a product that our customers love & need. Amanda Pouchot Co-Founder, stealth startup
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- 83. CLICK TO EDITPRESENTER TITLE Questions? Check out the Getting 2 Alpha at: getting2alpha.com/ Questions about UserTesting? Email adam@usertesting.com #UTwebinar