shanghai keynote: innovate smarter with game thinking
Post on 21-Jan-2018
152 Views
Preview:
TRANSCRIPT
What is
Game Thinking?
What is
Game Thinking?
What is
Game Thinking?
What is
Game Thinking?
What is
Game Thinking?
What is
Game Thinking?
What is
Game Thinking?
smarter, faster innovation
Game Thinking Quotes
Upgrade your user, not your product… make people better at something they want to get better at. Kathy SierraAuthor, Headfirst Series
Make your customers more awesome
Game Thinking Quotes
Fun is just another world for learning Raph KosterAuthor, A Theory of Fun
Think of your customers as learners
Game Thinking Quotes
To increase your chances of success, minimize time through your Build/Measure/Learn cycle Eric RiesAuthor, The Lean Startup
Accelerate your Innovation Cycle
Game Thinking Quotes
Every complex system starts as a simple system that works. Amy Jo KimCEO, Shufflebrain
Build your MVP like a game designer
Amy Jo Kim, Ph.D.
Game Designer, Startup Coach, Author, Educator
I help startups, game studios & global brands build deep engagement from the ground up
I’ve worked on a diverse set of
innovative worldwide hits
online marketplace
Graphic MMO
multiplayer music game
social simulation game
mobile fashion game
leading digital health app
online toy rental service
+Author
2000 2018
+Educator
+Design work for major brands
Some teams I worked with created breakthrough hits.Others didn’t manage to cross the chasm
+Insights into what makes a hit
Game Thinking System5 Steps to Product/Market Fit
Game Thinking Toolkit8 Connected Design Templates
Clarify Identify Surface Distill Design Prototype Test Validate
Articulate & prioritize your high-risk assumptions
STEP 1
Clarify your ProductIdea
Game Thinking Quotes
Stage
KillGate
Concept Bank
KillGate
KillGate
StageStage
Stage
Stage Gate Theory
Game Thinking Quotes
Stage
KillGate
Concept Bank
KillGate
KillGate
StageStage
Stage
Stage Gate Theory
Game Thinking Quotes
Stage
KillGate
Concept Bank
KillGate
KillGate
StageStage
Stage
Stage Gate Theory
Game Thinking Quotes
Stage
KillGate
Concept Bank
KillGate
KillGate
StageStage
Stage
Stage Gate Theory
Game Thinking Quotes
Stage
KillGate
Concept Bank
KillGate
KillGate
StageStage
Stage
Stage Gate Theory
Game Thinking Quotes
Plan your experiment with the MVP Canvas
Early Customers Unmet Need Our Solution Unfair Advantage
Value Proposition Early Metrics
Key Assumptions
• x
evergreen hit game
Build Your Dream Closet
Collect designer clothes ! dress for gala events ! build a lust-worthy closet of stunning outfits
Discover Your Personal StyleGlamorous Trendsetting Understated
Test ideas on passionate, high-need early customers
STEP 2
Identify your SuperFans
Have you ever listened to the wrong customers?
Finding the right customers can determine whether youthrive - or fail
This innovative gaming platform didn't make it across the chasm
This innovative mobile game turned into an evergreen hit
Game Thinking Quotes
“Create something that a few people love — even if most people don’t get it right away.” Paul BuchheitPartner, Y-Combinator
Game Thinking Quotes
Innovation diffusion theoryEVERETT ROGERS, 1961
Game Thinking Quotes
Crossing the ChasmGEOFFREY MOORE, 1991
CH
ASM
Game Thinking Quotes
Crossing the ChasmGEOFFREY MOORE, 1991
CH
ASM
START NOT
Who to listen to - & who to ignore?
don’t rely on friends & family
or people in your ultimate target market
increasing value over time
Game Thinking Quotes
How do we actually do this?
MVP Test
Speed Interview
Game Thinking Quotes
Super Fan Funnel
MVP Test
Speed Interview
Screener x
Game Thinking Quotes
Super Fan Funnel
MVP Test
Speed Interview
Screener
Game Thinking Quotes
Super Fan Funnel
MVP Test
Interview
Screener
Game Thinking Quotes
Super Fan Funnel
Playtest
Interview
Screener
Let’s see how successful innovators
find & leverage SuperFans
your super-fans are SPECIFIC to your project
rhythm action nerdswho know the basics
simulation enthusiastswho love to make things
Lego-loving families who enjoy sharing photos
Mobile-centric fashionistas
How did the Covet Fashion team identify & leverage their Superfans?
bVisionary Leaders
Superfan Screener
Speed interviews
Existing Habits
Game Thinking Quotes
If you want to cross the chasm…
Game Thinking Quotes
Early adopters
Start Here
Game Thinking Quotes
Earlymajority
Expand when ready
Create a customer experience that evolves over time
STEP 3
Plan your MasteryPath
Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What is this? Is it right for me? What’s the value proposition?
Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
How do I learn the ropes? How do I start giving & getting value?
Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What urge pulls me back? What am I getting better at?
Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What skills & knowledge have I mastered? How can I leverage that?
Game Thinking Quotes
Case Study
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggersLearningLoop
Game Thinking Quotes
Mastery Pathskill-building
feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggersLearningLoop
Game Thinking Quotes
Discovery is for Visitors
Social discovery via friends and colleagues
Game Thinking Quotes
Mastery Pathskill-building
feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggersLearningLoop
Game Thinking Quotes
Onboarding is for Newbies
Learn the ropes with a friendly bot
Game Thinking Quotes
Mastery Pathskill-building
feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggersLearningLoop
Game Thinking Quotes
Habit-building is for Regulars
Customized group chat with emojis, bots, and integrations
Game Thinking Quotes
Mastery Pathskill-building
feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggersLearningLoop
Game Thinking Quotes
Mastery is for Enthusiasts
Launch a channel,program a bot,integrate your app
Game Thinking Quotes
Build something people love
Create an experience that gets better as your customers become more skillful
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
Game Thinking Quotes
How do we actually do this?
MVP Test
Speed Interview
Capture Key Insights about Customer Habits & Needs
When _________
I want to ______________
so I can ______________
trigger
activity + goal
Job Stories
desired outcome
Fashion Browserstay up-to-date on fashion trends
Co-Creatorshop & dress with a buddy
Armchair Stylisttell other people how to dress
Fashion BrowserExisting habit
“When I’m tired after a long day at work,
I want to flop on the couch and get the
escapist, immersive hit of flipping through
Vogue - but in a game.”
Fashion BrowserHabit Story
When Ineed to relax after a long day at work
I want to
see gorgeous, creative outfits – made
from the latest designer fashions
So I canstay on top of fashion trends in a fun,
relaxing & playful way
Activity
Outcome
Trigger
Fashion Browserstay up-to-date on fashion trends
Co-Creatorshop & dress with a buddy
Armchair Stylisttell other people how to dress
Co-CreatorExisting Habit
“Patti told me to put these shoes and belt together with this outfit – I’d never think of that combo, but it TOTALLY works. I need her advice all the time.”
When Ineed to dress up for an important eventI want toraid my friend’s closet and get her feedback on my outfitSo I canhave her accessorize my look and help me feel confident Co-Creator
Habit Story
Activity
Outcome
Trigger
Fashion Browserstay up-to-date on fashion trends
Co-Creatorshop & dress with a buddy
Armchair Stylisttell other people how to dress
Armchair StylistExisting Habit
“I LOVE the idea of a game that lets me rate my friends’ outfits and tell them how to dress better – like I do before every party. Those girls NEED me :-)”
When Iget together with my friends before a party I want tohelp them put together their outfits - make suggestionsSo I canfeel proud of how my friends look; feel needed, like I matter
Armchair StylistHabit Story
Activity
Outcome
Trigger
Prototype & test a simple, engaging 21-day experience
STEP 4
Playtest your LearningLoop
Have you ever built the wrong MVP?
we’ve seen the cartoons
but… what should you build first?
Robin Allenson CEO, Similar.ai
from a polished game with no engagement…
…to a rough prototype that fashion designers are begging to get their
hands on & use
“finding the fun” = building engagement from the inside out
What’s the right MVP for an engaging product?
Fake landing page?
Fake landing page? X
Operant ConditioningAKA Skinner Box?
XOperant ConditioningAKA Skinner Box?
Skill-building =
making customers more awesome
Game Thinking Quotes
“In a loop, you’re learning a skill & updating your mental model. That’s what leads to player delight.” Dan Cookco-founder, Spry Fox Games
Game Thinking Quotes
all updates & messages read
read & respond to updates
customize your communications
& channel
FOMO —check updates
FOMO —check updatesTRIGGER
ACTIVITY
Game Thinking Quotes
all updates & messages read
read & respond to updates
customize your communications
& channel
FOMO —check updates
FOMO —check updates
SIMPLEFEEDBACK
Game Thinking Quotes
all updates & messages read
read & respond to updates
customize your communications
& channel
FOMO —check updates
FOMO —check updates
SIMPLEFEEDBACK
Game Thinking Quotes
all updates & messages read
read & respond to updates
customize your communications
& channel
FOMO —check updates
FOMO —check updates
PROGRESS
TRIGGER
Skill-building =
making customers more awesome
Learning Loop =
making customers more skillful
Game Thinking Quotes
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggersLearningLoop
Where should I focus when I’mbuilding my MVP?
Game Thinking Quotes
The smartest MVP is a Core Learning Loop
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggersLearningLoop
STEP 5
Validate your ProductStrategyLearn from your testing & decide how to proceed
Game Thinking Quotes
“You can use an eraser on the drafting table or a sledgehammer on the construction site.” Frank Lloyd WrightArchitect
Game Thinking Quotes
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
START HERE
Game Thinking Quotes
MVP Test
Speed Interview
How do (the best) game designers build and tune their MVP?
we imagined living out a rock star fantasy…
and started by tuning & iterating a single song
we imagined a doll house come to life…
and started with tiny world-building experiments
we imagined a cooperative dress-up game…
and piggy-backed our ideas onto existing habits
Style Feed for Fashion BrowsersI love seeing what’s new, going through my closet, putting together outfits – it’s the perfect way to unwind after a long day
Shared Closet for Co-creatorsI love raiding my friend’s closet to borrow shoes for my outfit — it’s like real life, only better
Patti’s Closet
OPEN SLOT
OPEN SLOT
Tops Bottoms Shoes Bags Jewelry Scarves IntimatesDresses
23 items
is for Enthusiasts
Discover Your Style
Attend an Event
Make a Collection
Browse Your Stream
Covet Fashion Journey to Mastery
Invites Waiting
Browse New Content
Dress for the Event
Get Social Feedback Raid your friend’s closet
Browse your Style Feed Choose an Invitation
Covet Fashion Core Learning Loop
Everett RogersScientist, Bell Labs
PlaytestingProgression who do you listen to?
at what dev stage?
Early Majority
Closed Beta
Friends & Family
Team & Department
typical play-testing
progression
Early Majority
Closed Beta
Friends & Family
Team & Department
Super-fanCommunity
super-fan
play-testing
progression
Game Thinking Quotes
The best way to have a good idea is to have lots of ideas. Linus PaulingScientist
don’t fall in love with an idea; fall in love with
solving a problem & learning from your customers
Prototype to Learn
What can Game Thinking do for you?
• Create a high-learning MVP* for exactly the right customers
• Build an experience people come back to, again and again
• Measurably improve your innovation outcomes
*Minimum Viable Product
top related