how to build a product people love
TRANSCRIPT
How to build a product people love
Today’s Guest:
Tommy WalkerEditor-in-Chief of the Shopify Plus Blog
Webinars
#UTwebinar @UserTesting
How to build a product people love
Amy Jo KimCEO at Shufflebrain@amyjokim
Welcome
I’m glad you’re here
Is this you?
• need to accelerate early design process
• tough to filter & apply all the feedback
• hard to make a stripped-down MVP
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.
• Social Game Designer
• Entrepreneur
• Startup Coach
Amy Jo Kim, Ph.D.
It all started
when I got laid off
I launched
my own
digital
design
company
wrote a book
about
Community
Design
one day, I got THE CALL
we created a breakthrough hit
which led to more breakthrough hits
design work for major brands
& deep insights into Game Thinking
then my
favorite client
issued
a challenge
we made 6 months of progress in 6 weeks
& the Getting2Alpha system was born
Ideas
Design & Build
Product
Measure
Data
Learn
A faster, smarter way to test high-risk assumptions
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
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?
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
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
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?
Do they want to be partners? or opponents?
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?
Fake landing page? X
Operant Conditioning AKA Skinner Box?
XOperant 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
Core Loop = your Day 21 experience
Finding the fun in a co-op music game
PartyTime! urge for a fun social activity
Play a Song Together
Get your Score, Accolades, $$
get better, play harder songs & bigger venues
Core Loop
Feedback & Progress
Investment Path
Activity
Internal Trigger
Beat the Song
Engaged Trigger
Finding the fun in a team collaboration tool
Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your channel &
expressions
Activity Chain
Feedback & Progress
Investment Path
Internal Trigger
Core Loop
Engaged Trigger
Check Notifications
Skill-building =
making customers more awesome
Core Loop =
making customers more skillful
Start with a skill-building Core Loop
Wanna build long-term engagement?
Connect with your super-fans
“Create something that a few people love - even if most people don’t get it right away”
Paul Buchheit Partner, Y-combinator
Crossing the Chasm Geoffrey Moore, 1991
Everett Rogers, 1961
Innovation Diffusion Theory
To cross the chasm…
Find & delight
a few passionate
early customers
the fans out there are entertaining us, the developers, with their creations!
Will Wright designer, The Sims
Slack came to life as a collaboration tool for a distributed team building a co-op game
solve a real problem for a small group
Find & delight your Superfans
Wanna accelerate innovation?
Build your roadmap with Game Thinking
You can use an eraser on the drafting table or a sledge hammeron the construction site
Frank Lloyd Wright Architect
skill-building makes your customers more awesome
game thinking helps them leverage their skills
Y-axis: developer’s journey
.. and helps
YOU bring
products to
life with
gaming
smarts
X-axis: customer’s journey
PartyTime! urge for a fun social activity
Play a Song Together
Get your Score, Accolades, $$
get better, play harder songs & bigger venues
Core Loop
Feedback & Progress
Investment Path
Activity
Internal Trigger
Beat the Song
Engaged Trigger
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:
CHALLENGE
build prototype
identify early customers
prove business model
SHORTCUTS
clarify product strategy
find passionate customers
prototype Core Loop
Skill-Building Core Loop
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
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
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
getting2alpha.com/masterclass
Ready to accelerate product/market fit?
let’s stay in touch @amyjokim
amyjokim.com
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Questions?
Check out the Getting 2 Alpha at: getting2alpha.com/
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