Game Thinking UIE 2016 Keynote

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Today’s Guest: Amy Jo Kim CEO at Shufflebrain @amyjokim Turbo-charge your product design with Game Thinking Welcome I’m glad you’re here

Transcript of Game Thinking UIE 2016 Keynote

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Today’s Guest:

Amy Jo KimCEO at Shufflebrain@amyjokim

Turbo-charge your product design with

Game Thinking

Welcome

I’m glad you’re here

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Is this you?

• need to accelerate early design process

• tough to filter & apply all the feedback

• hard to make a stripped-down MVP

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What You Will Learn

Actionable techniques for creating

a better product in less time

with Game Thinking

• Social Game Designer

• Entrepreneur

• Startup Coach

Amy Jo Kim, Ph.D.

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• Social Game Designer

• Entrepreneur

• Startup Coach

Amy Jo Kim, Ph.D.

It all started

when I got laid off

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I launched

my own

digital

design

company

wrote a book

about

Community

Design

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then one day, I got the call

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Rock Band Players Apparently Have Better Music Perception

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we created a breakthrough hit

which led to more breakthrough hits

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design work for major brands

a VC-funded braingames startup

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hard lessons about early-stage innovation

& deep insights into Game Thinking

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then my

favorite client

issued

a challenge

we made 6 months of progress in 6 weeks

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& the Getting2Alpha system was born

Ideas

Design & Build

Product

Measure

Data

Learn

A faster, smarter way to test high-risk assumptions

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4 Strategies

for better, faster product design

Design your experience to evolve over time

Design is not just what it

looks like & feels like. Design is how it works.

Steve Jobs

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is for Enthusiastswhat is my customer’s end-to-end experience?

Discovery

Onboarding

Habit-Building

Mastery

how does it evolve over time?

is for Enthusiasts

Discovery

Discovery is for VisitorsIs this right for me? What’s the value proposition?

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is for EnthusiastsOnboarding is for Newbies

Discovery

Onboarding

How do I learn the ropes? When do I start getting value?

is for EnthusiastsHabit-building is for Regulars

Discovery

Onboarding

Habit-Building

What pulls me back? What am I getting better at?

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is for EnthusiastsMastery is for Enthusiasts

Discovery

Onboarding

Habit-Building

Mastery

Can I leverage the skills & knowledge I’ve built?

is for Enthusiasts

Discovery

Onboarding

Habit-Building

Mastery

end-to-end customer journey

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is for EnthusiastsStage 1: Discovery is for Visitors

Social Discovery via Friends & Colleagues

is for EnthusiastsStage 1: Onboarding is for Newbies

Learn the ropes with a friendly bot

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is for EnthusiastsStage 1: Habit-building is for Regulars

Customized group chat with emojis, bots & integrations

is for EnthusiastsStage 1: Mastery is for Enthusiasts

Launch a channel, program a bot, integrate your app

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Create an experience that gets better as your customers become more skilled

Wanna build a product people come back to?

Fun is just another

word for learning.

Raph Koster author, A Theory of Fun

Find the fun in your Core Loop

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Fun means different things to different people

What is a game?

a system in which players engage in an artificial conflict, defined by rules, that results

in a quantifiable outcome* * Source: Rules of Play

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Zero-Sum Game

We are opponents

I Win You Lose

Head-to-Head Battles War Simulations

Rank-Ordered Competitions Gambling

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a structured experience with rules and goals that’s fun to play together*

* Source: The Player’s Journey (forthcoming)

We are partners

Non-Zero-Sum Game

Win-Win Lose-Lose

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Martial Arts Charity Walk

Double Dutch Pictionary

What kind of fun are your customers looking for?

Do they want to be partners? or opponents?

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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

Fake landing page?

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Fake landing page? XOperant Conditioning AKA Skinner Box?

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XOperant Conditioning AKA Skinner Box?

Skill-building =

making customers more awesome

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Skill-building =

making customers more awesome

Core Loop = skill-building habit loop

Skill-Building Core Loop

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Core Loop = your Day 21 experience

Finding the fun in a team collaboration tool

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Check Updates urge to connect 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

Skill-building =

making customers more awesome

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Core Loop =

making customers more skillful

Start with a skill-building Core Loop

Wanna build long-term engagement?

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Connect with your super-fans

“Create something that a few people love - even if most people don’t get it right away”

Paul Buchheit Partner, Y-combinator

Crossing the Chasm Geoffrey Moore, 1991

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Everett Rogers, 1961

Innovation Diffusion Theory

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To cross the chasm…

Find & delight

a few passionate

early customers

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small, high-learning experiments

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solve a real problem for a small group

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Find & delight your Superfans

Wanna accelerate innovation?

Build your roadmap with Game Thinking

You can use an eraser on the drafting table or a sledge hammeron the construction site

Frank Lloyd Wright Architect

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skill-building makes your customers more awesome

game thinking helps them leverage their skills

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Game Thinking Roadmap

X-axis: customer’s journey

Game Thinking Roadmap

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Y-axis: developer’s journey

X-axis: customer’s journey

Game Thinking Roadmap

Finding the fun in a co-op music game

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PartyTime! urge for a fun 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

Finding the fun in a team collaboration tool

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Check Updates urge to connect 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

Amy Jo’s MVP methodology is fantastic. The ROI you’ll see is a no-brainer.

Ofer Leidner President, Happify

Case Study:

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CHALLENGE

build prototype

identify early customers

prove business model

SHORTCUTS

clarify product strategy

find passionate customers

prototype Core Loop

Skill-Building Core Loop

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RESULTS

iterated product with customer insights

market leader in digital happiness

4 Strategies for smarter, 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

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What if you could…

• 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

Amy Jo helped us create our MVP in record time. An invaluable investment that’s still paying off.

Ranan Lachman CEO, Pley

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This program gave me a framework for turning my startup ideas into concrete reality. I’m now pursuing my idea full-time.

Megan Berwick CEO, Sunreach

This program gave me the skills and confidence to build a product that our customers love & need.

Amanda Pouchot Co-Founder, stealth startup

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getting2alpha.com/masterclass

Ready to accelerate product/market fit?

let’s stay in touch @amyjokim

amyjokim.com

getting2alpha.com