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Amy Jo Kim, Ph.D. amyjokim.com
Co-Founder & Game Designer shufflebrain.com
Creator & Head Coach getting2alpha.com
Lean Startup Conference 2015
Turbo-Charge your Product Design with
Welcome
I’m glad
you’re here
Is this you?
• need to accelerate early design process
• tough to find the right early customers
• hard to make a stripped-down MVP
What You Will Learn
Actionable techniques for creating a
better product in less time
with Game Thinking
As a
child
I loved
to play
As a
child
I loved
to play
But I
didn’t
love to
compete
one night
on a beach
in Greece
my creativity
was re-ignighted
I found another way to play
Turbo-charge you product with Game Thinking
then one day, I got THE CALL
we created a breakthrough hit
which led to more breakthrough hits
and insights into Game Thinking
Design your experience to evolve over time1
Design is not just what it
looks like & feels like.
Design is how it works.
Steve Jobs
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 Visitors
Is this right for me? What’s the value proposition?
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?
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 experience
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
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
a conversational,
extensible
environment —
built to enable
UGC & player
creativity
Slack evolves to match your skill level
Find the fun within your Core Loop2
Fun is just another word
for learning.
Raph Koster
author, A Theory of Fun
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
Zero-Sum Game
We are opponents
I Win You Lose
Head-to-Head Battles War Simulations
Rank-Ordered Competitions Gambling
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
Martial Arts Charity Walk
Double Dutch Pictionary
What kind of fun are your customers looking for?
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
Operant
Conditioning
AKA
Skinner Box?
Operant
Conditioning
AKA
Skinner Box?
Skill-building =
making customers
more awesome
Skill-building =
making customers
more awesome
Core Loop =
skill-building
habit loop
Skill-Building Core Loop
Finding the fun in a co-
op music game
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
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
Check Updates
urge to connect 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
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
EscapeTime!
urge to dive into 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
Skill-building =
making customers
more awesome
Core Loop =
making customers
more skillful
Wanna build long-term engagement?
Start with a
skill-building
Core Loop
Connect with your super-fans3
In a multi-player game,
the people playing are
more valuable than
all the animations,
models & game logic
Gabe Newell
CEO, Valve
Crossing the Chasm
Geoffrey Moore, 1991
Everett Rogers, 1961
Innovation
Diffusion
Theory
To cross
the chasm…
Find & delight
a few passionate
early customers
the fans out
there are
entertaining us,
the developers,
with their
creations!
Will Wright
designer, The Sims
Leverage your
relationships with
Super Fans
Slack came to life as
a collaboration tool for a
distributed team
building a co-op game
solve a real problem for a small group
Bring ideas
to life with Game
Thinking
How can you benefit from Game Thinking?
Accelerate & focus your design process
+
Identify & leverage the right early customers
+
Build a stripped-down yet compelling MVP
Turbo-charge you product with Game Thinking
Launching in 2016
Getting2Alpha Masterclass
online course for entrepreneurs & product leaders
Getting2Alpha MVP Club
VIP coaching for innovative product teams
getting2alpha.com
let’s stay
in touch
@amyjokim
amyjokim.com
getting2alpha.com

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Turbo-charge you product with Game Thinking

Editor's Notes

  • #2: Welcome! I’m glad you’re here. Today, I’m going to show you how to skyrocket your early product design efforts and super-charge your MVP process with Game Thinking
  • #3: I’m Amy Jo Kim - social game designer, entrepreneur, and startup coach. Early product design is my specialty: I’ve helped dozens of teams bring their innovative ideas to life.
  • #4: [friend] So what about you? What brought you here today? Do you and your team struggle to accelerate the pace of your early design and development process? Is it challenging to filter all the feedback coming at you - from all sides — and identify the right handful of people to listen to? Do you struggle to turn your engaging product vision into a simple, stripped-down MVP? maybe you’ve felt this way…I know I have on many projects
  • #5: My mission today is to share actionable techniques for creating a better product in less time. But before we launch into that — I’d like to tell you my story -and perhaps you’ll find some links from my journey to yours
  • #6: As a chid, I couldn’t keep my hands off the piano. I loved to play. When we’re ride in the station wagon, I’d hear Beatles songs on the radio - and then go back to my piano, and pick out the melodies by ear. So my parents got me music lessons - which I loved - until…
  • #7: My piano teacher said “You’re so talented - you should compete in the Regionals.” So I entered competitions - and HATED it. So much so that I quit playing music for many years. Perhaps you’ve had an experience like that to?
  • #8: and then one night… on a beach in Greece… on a post-college backpacking tour — I was sitting around a campfire with cute guys from Sweden who didn’t speak English. And one of them had a guitar. I knew a few chords - so I played Beatles songs around the campfire - and we sang together all night. It was one of those AHA moments - a pivot point - that changed the course of my life.
  • #9: I found another way to play music - something more powerful than ranked competitions. I found co-op play - people banding together to create something larger than themselves.
  • #10: I continued to develop my co-op design skills - playing in bands, and designing social gaming systems for eBay, The Sims, Ultima Online, and others. I even wrote a book about it that just got posted on Product Hunt as a key community resource.
  • #11: And then one day, I got THE CALL. Does anyone know who this is? Alex Rigapolous - CEO of Harmonix - came out to my house in Half Moon Bay on a sunny September day, and told me about his dream to create a multi-player music game where ordinary people - with no musical experience - with plastic instruments - could FEEL like they were playing in a band.
  • #12: That nascent idea turned into Rock Band - and bringing that game to life taught me how a top-notch, high-functioning team builds a hit product in the early stages - when they’re testing their hypotheses.
  • #13: Since then, I’ve worked on more genre-defining hits like Rock Covet Covet Fashion, Lumosity and Happify
  • #14: and along the way, I’ve learned some powerful strategies and techniques for designing experiences that bring people together - and drive long-term engagement. There’s a lot of overlap with Lean thinking - with a special, skill-building twist.
  • #15: The first strategy is to design your experience to evolve over time. This requires systems thinking - which is about how things work, rather than the look and feel.
  • #16: Here’s a technique I learned from games to implement this strategy. Ask yourself: what is my customer’s end to end experience - and how does it evolve over time? Then define key stages of the experience - and write a short Job Story or User Story to communicate the essence of each stage.
  • #17: Discovery is for visitors - who are wondering “””
  • #18: Onboarding is for visitors - who are wondering “””
  • #19: Habit-building — the heart of gaming - the Core Loop - is for Regulars - it’s the day 20 experience, the repeatable, pleasurable activity that pulls people back.
  • #20: .. and lights the path to Master - which is for enthusiasts - the ones who want to go deep, master the systems, and then sometimes - start playing a whole different game - the Elder Game, as we call it
  • #21: To bring this customer narrative to life, let’s look at the end-to-end customer experience for Slack
  • #22: How many of you use Slack? How many of you found out about Slack from a friend or colleague? How many of you were told to use Slack by your IT dept? Exactly. Slack gets distributed through Social Discovery - that was one of the key differentiators of it’s rapid growth. And social discovery is much more characteristic of games than enterprise collaboration tools.
  • #23: How does Slack teach you the ropes? By engaging you in dialogue with a friendly, helpful bot. That’s a single-player experience - with the rhythms of a conversation. And if you think about well-designed games, having an single-player onboarding dialogue to learn the ropes before plunging into the multi-player action is common territory.
  • #24: The Day 21 experience in Slack is co-op gaming - that is, cooperative interactions with your groups or teams, working towards a greater goal. By this time, you’ve learned the ropes, and perhaps started to customize your integrations, notifications, and emojis - as the folks here did, to basically play tabletop pokemon in a Slack channel.
  • #25: What does Mastery mean in Slack? It means mastering the systems and extending the environment - that is, MODding the game. In that sense, Slack is more like Minecraft than Yammer - because customizing and extending Slack is where the power lies - and what truly unlocks mastery.
  • #26: by creating an extensible environment, Slack encourages players - AKA customers - to create fun for each other and develop their skills. And that’s a deep part of what makes modern games fun, ,exciting and long-lasting.
  • #27: The next gaming strategy is to find the fun within your core loop.
  • #29: One textbook defined games as “A systems where players engage in an artifical conflict, defined by rules, that results in a quantifiable outcome.” Well, that’s a good definition for SOME games. What kind? Zero-sum games.
  • #30: One textbook defined games as “A systems where players engage in an artifical conflict, defined by rules, that results in a quantifiable outcome.” Well, that’s a good definition for SOME games. What kind? Zero-sum games.
  • #31: BATTLES – WAR – RANK ORDERING – GAMBLING – all are classic zero-sum games. Howevr, after working the gaming industry for a few I found that MOST of the games I was working on did NOT fit this description.
  • #32: Ultima Online… The Sims (website) … Rock Band – These games don’t have clear victory state – there aren’t really winners and losers. Instead, they’re about having fun together – about value-added social interactions. So I made up a new broader definition for what a game could be.
  • #33: Ultima Online… The Sims (website) … Rock Band – These games don’t have clear victory state – there aren’t really winners and losers. Instead, they’re about having fun together – about value-added social interactions. So I made up a new broader definition for what a game could be.
  • #36: Now, we all know Eric Ries - and his core principle of moving quickly through the build-measure-learn cycle.
  • #37: An operant conditioning loop – such as the Habit Loop (from the Power of Habit book) or the Hooked model – gets you closer to a Core Loop, because it’s based on feedback and rewards.
  • #38: What’s missing, though, is any notion of skill-building or personal empowerment. Skinner Boxes and operant conditioning loops can shape behavior – but they won’t lead to player delight or true long-term engagement.
  • #39: For that, you need skill-building. People enjoy getting better at something they care about.
  • #40: The process of learning and mastery is deeply, intrinsically motivating.
  • #41: So - to create a robust Core Loop, you need to combine engaging activities - and compelling feedback - with the skill-building power of games.
  • #42: Remember when I told you I worked on Rock Band?
  • #43: Breakthrough innovator spend lots of time up-front getting this core experience loop right. I was on the original design team for Rock Band - here’s our basic core loop. Notice that the trigger is social - we knew from the start that this would be a party game, played in groups. We spent at least 6 months early-on protoyping and testing this basic loop – and didn’t add features or polish until the feel of that early play experience ROCKED. So to build YOUR core loop, think about what skill your customer is building - what they’re getting better at - and design your experience to support that journey.
  • #44: Welcome! I’m glad you’re here. Today, I’m going to show you how to skyrocket your early product design efforts and super-charge your MVP process with Game Thinking
  • #46: The heart of any Core Loop is one or more repeatable, engaging activities — triggered by an internal urge or need.
  • #47: To promote learning and mastery, you punctuate those engaging activities with feedback and meaningful progression.
  • #48: Finally, you close the Loop giving players compelling and meaningful reasons to return – and cues to remind them. There are many ways to drive investment — collect, earn, spend, and expressing your personal style and taste.
  • #49: So in summary - if you want to drive long-term engagement, your through-line is really about skill-building - about making your customers better than before
  • #50: And it starts by building a strong core loop that helps your customers become more skill-ful, and get better at something that matters
  • #52: Once you’ve identified a few key Habit Stories, you’ll need to translate those into a compelling design. That’s where the next design hack come in. A Core Loop is a gaming concept that describes the interlocking activities, progress markers and rewards that a player experiences during a gaming session. As game designer Dan Cook says, skill-building and learning are an essential part of what makes games compelling fun. This powerful concept is at the heart of gaming - and can be applied broadly to all kinds of game-like experiences.
  • #53: Have you heard of Crossing the Chasm – by Geoffrey Moore? This influential book shed light on the difficulty of marketing innovative products to a mass market - and opened people’s eyes to the key differences between early adopters and early majority.
  • #54: Moore’s book was based on work done three decades earlier -- Everett Roger’s Innovation Diffusion Theory is a data-driven model of how new products spread through existing communities.
  • #55: Have you ever heard of Crossing the Chasm, by Geoffrey Moore? This influential book explored the difficulty of marketing innovative products to a mass market - and popularized the term “early adopter.” These are the people who’d be willing to make a personal sacrifice to help you create your product.
  • #56: To innovate successfully, your need to find and delight a few passionate early customers before you scale and grow.
  • #57: Now, we all know Eric Ries - and his core principle of moving quickly through the build-measure-learn cycle.
  • #58: The Rock Band team knew that social dynamics could make or break their ambitious multi-player music game – so we focused on understanding the needs and habits of avid social gamers and non-musicians, which helped to create a massive crossover hit
  • #59: The best way to reward Mastery is by opening up new powers, access, and privileges. Your Mastery Job Story should describe what your most talented and dedicated customers are looking for – the types of experiences that could keep them engaged, and give them real impact
  • #60: Since then, worked on genre-defining hits like Rock Band, The Sims, eBay, Ultima Online, Covet Fashion, and Happify.
  • #61: Each of these hacks is useful in isolation - but it you put them together into an integrated program, you will see MASSIVE acceleration in your path to product/market fit. you’ll quickly and effectively find the right early customers to validate your ideas and by running low-fidelity, high-learning playtests you’ll learn what your customers want -and get solid insights about what should - and should NOT - go into your MVP
  • #62: I think I know why we’re all here. We’ve all had that epiphany. We all want to stop wasting time building products or features that people don’t want - and we’re here to learn how to do that faster and better.
  • #63: Welcome to our webinar! Use the hashtag #Getting2Alpha to tweet comments and questions about this presentation.
  • #64: Welcome! I’m glad you’re here. Today, I’m going to show you five proven and powerful design hacks that will skyrocket your early product design efforts and super-charge your MVP process I’m Amy Jo Kim - social game designer, entrepreneur, and startup coach. Early product design is my specialty: I’ve helped dozens of teams bring their innovative ideas to life.