Turbo-charge your product with Game Thinking - Lean Startup Conference 2015
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It’s easier than ever to create a new, innovative product, game, app or service. But most innovative projects never take off and reach their intended audience. What differentiates the ones that DO? What do teams who create genre-defining hits do differently? In this talk, you’ll learn 5 early design hacks that will help you find and delight your aspirational audience – illustrated with front-line stories from eBay, Ultima Online, The Sims, Rock Band, Covet Fashion, Happify and Pley. You’ll come away with a smarter approach to early product design – and 5 practical, actionable hacks that will increase your odds of success.
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Turbo-charge your product with Game Thinking - Lean Startup Conference 2015
- 1. Game Thinking 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
- 2. Welcome I’m glad you’re here
- 3. Is this you? • need to accelerate early design process • tough to find the right early customers • hard to make a stripped-down MVP
- 4. What You Will Learn Actionable techniques for creating a better product in less time with Game Thinking
- 5. As a child I loved to play
- 6. As a child I loved to play But I didn’t love to compete
- 7. one night on a beach in Greece my creativity was re-ignighted
- 8. I found another way to play
- 9. I developed my coop design skills
- 10. then one day, I got THE CALL
- 11. we created a breakthrough hit
- 12. which led to more breakthrough hits
- 13. and insights into Game Thinking
- 14. Design your experience to evolve over time1 Design is not just what it looks like & feels like. Design is how it works. Steve Jobs
- 15. is for Enthusiastswhat is my customer’s end-to-end experience? Discovery Onboarding Habit-Building Mastery how does it evolve over time?
- 16. is for Enthusiasts Discovery Discovery is for Visitors Is this right for me? What’s the value proposition?
- 17. is for EnthusiastsOnboarding is for Newbies Discovery Onboarding How do I learn the ropes? When do I start getting value?
- 18. is for EnthusiastsHabit-building is for Regulars Discovery Onboarding Habit-Building What pulls me back? What am I getting better at?
- 19. is for EnthusiastsMastery is for Enthusiasts Discovery Onboarding Habit-Building Mastery Can I leverage the skills & knowledge I’ve built?
- 20. is for Enthusiasts Discovery Onboarding Habit-Building Mastery end-to-end customer experience
- 21. is for EnthusiastsStage 1: Discovery is for Visitors Social Discovery via Friends & Colleagues
- 22. is for EnthusiastsStage 1: Onboarding is for Newbies Learn the ropes with a friendly bot
- 23. is for EnthusiastsStage 1: Habit-building is for Regulars Customized group chat with emojis, bots & integrations
- 24. is for EnthusiastsStage 1: Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app
- 25. Slack evolves to match your skill level a conversational, extensible environment — built to enable UGC & player creativity
- 26. Find the fun within your Core Loop2 Fun is just another word for learning. Raph Koster author, A Theory of Fun
- 27. Fun means different things to different people
- 28. 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
- 29. Zero-Sum Game We are opponents I Win You Lose
- 30. Head-to-Head Battles War Simulations Rank-Ordered Competitions Gambling
- 31. a structured experience with rules and goals that’s fun to play together* * Source: The Player’s Journey (forthcoming)
- 32. We are partners Non-Zero-Sum Game Win-Win Lose-Lose
- 33. Martial Arts Charity Walk Double Dutch Pictionary
- 34. What kind of fun are your customers looking for? Do they want to be partners? or opponents?
- 35. 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
- 38. Skill-building = making customers more awesome
- 39. Skill-building = making customers more awesome
- 40. Core Loop = skill-building habit loop Skill-Building Core Loop
- 41. Finding the fun in a co- op music game
- 42. 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
- 43. Finding the fun in a team collaboration tool
- 44. 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
- 45. 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
- 46. 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
- 47. 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
- 48. Skill-building = making customers more awesome
- 49. Core Loop = making customers more skillful
- 50. Wanna build long-term engagement? Start with a skill-building Core Loop
- 51. 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
- 52. Crossing the Chasm Geoffrey Moore, 1991
- 54. To cross the chasm…
- 55. Find & delight a few passionate early customers
- 56. the fans out there are entertaining us, the developers, with their creations! Will Wright designer, The Sims
- 58. 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
- 59. Bring ideas to life with Game Thinking
- 60. 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
- 62. Launching in 2016 Getting2Alpha Masterclass online course for entrepreneurs & product leaders Getting2Alpha MVP Club VIP coaching for innovative product teams getting2alpha.com